Medical Practice Marketing – Best Practices For Attracting New Patients Using Health IT Capabilities
September 26, 2011Effective marketing is a key play for any business, regardless of industry. Attracting new patients to a medical practice is no different. Most often, physicians market their credentials, emphasizing their education, board certifications, experience, and hospital affiliations. Also, many physicians establish relationships with other providers to create a referral network and many practices encourage existing patients to refer friends and family to the practice.
While this marketing approach is considered a proven best practice within the medical community, current technology offers another marketing lever that few physicians are using. Health IT and technology investments and capabilities can be a powerful competitive advantage.
Health IT systems like electronic health records (EHR) technology are designed to achieve two basic fundamental objectives: First, they enable physicians to deliver more efficient, higher quality care to patients. Second, these systems simultaneously provide patients with greater control and more convenient access to their health care.
So why aren’t more physicians and medical practices educating and marketing their capabilities to new and existing patients?
While the final answer to this question will require further study, I do know that in the not so distant future, patients will become more familiar with medical technology and the impact it has on their health. As this awareness builds, it will play a more significant role in how patients decide which physician to choose for their care.
With the last thought in mind, here are a few best practices that physicians and medical practices could adopt to better educate their existing patients while effectively marketing to future patients:
First, create a tab on the physician or medical practice website called Technology. This section should be dedicated to list all of the technology the physician or medical practice utilizes for patients care along with the benefits to the patient. This tab can also be used to announce new technologies, capabilities and system upgrades.
Second, educate existing patients. Physicians or medical practices may produce and distribute a handout comprised of the same information listed on the Technology tab of their website. The physician or medical practice may update their patient handout as updates to the Technology tab are made. This best practice could be a powerful approach to leverage in order to educate and retain existing patients. Knowledge is power!
Also, the following examples illustrate how physicians and medical practices can showcase their technology capabilities and announce upcoming enhancements on the Technology tab of their website:
Excellence in health care…unequalled technology….caring physicians
Paperless office – No forms to complete upon arrival. Just relax and enjoy.
Electronic Health Record (EHR) – Efficient and accurate care that can be easily transferred to your Personal Health record (PHR) or other providers allowing instantaneous access.
Patient Reports – EHR allows for automated examination results for your review at the conclusion of your office visit.
eClaims – Insurance claims are processed immediately upon your departure. Timely filing of claims with correct coding streamlines your visit and lower costs. You may not have to stop by the business office after your visit.
eNotifications – You will receive automated appointment reminders for your visit. If you had lab work done during your visit, you will receive automated notification immediately when the results are ready.
NEW! – Electronic transmission of your prescriptions to the pharmacy of your choice providing automatic verification of drug interactions, allergies and insurance forms. Best of all…no waiting at the pharmacy for Rx pick up.
Coming Soon…Rx Preferences! – You can specify treatment options preferences for pharmacy allowing your doctor to customize treatment options to the level of care you prefer. The latest in technology, tried and true generic of the most economical preferences will be available for your choosing.
Put these proven best practices to use and see your practice thrive and grow.
Good luck!
Frank J.Rosello is CEO & Co-Founder of Environmental Intelligence LLC.
Environmental Intelligence LLC is a Complete Outsourced Health IT Company providing End-to-End meaningful physician workflows consulting, integration, and implementation in (EHR) Electronic Health Records and Practice Management to private and public medical practices and facilities differentiated by our experienced, physician driven administrative staff and dedicated IT team.
To learn more about our Physician Focused – Patient Driven approach to EHR & Health IT Visit our website: www.goeillc.com
