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Some typical ways to market your new practice are through:
Article: Avant welcomes clearer advertising guidelines
In the materials and other media you make available to existing
and potential patients, refer to the services you offer,
particularly those that may be different from other practices in
your area. Though you know your services intimately, you cannot
assume the same will apply to your patients. It is important that
you clearly state your areas of greatest skill and expertise, and
to inform them of any particular areas of interest you pursue.
Consider how and where you will promote your service. The type
of practice that you have will determine a large proportion of the
marketing. General practices market directly to the public,
specialists market predominately to potential referrers, as well as
to the public.
Your main market will determine the how and where of your
marketing program. If direct to the public, conventional means such
as Yellow Pages and White Pages are a good starting point, although
diminishing in effectiveness. Online marketing is now crucial and
should include, as a minimum, publicity in Yellow Pages online and
a practice website. A profile can be set up on main social media
sites - in particular Facebook, using safe social media principles.
Letterbox drops can be surprisingly effective as well as
traditional marketing material such as a practice information
sheet/booklet, business cards, signage, magnets and newsletter.
Emailed newsletters are very useful, although you must obtain
patient consent first to use their email address in this manner,
and ensure that an 'unsubscribe' option is available.
If marketing directly to referrers, printed material, emails,
phone calls, letters of introduction, and introduction type lunches
can be very effective. The most effective technique is to make
initial introduction, and to ensure that the first few
contacts/services are efficient, friendly and leave a positive
impression. This is likely to lead to repeat referrals via the
referrer and word of mouth from the patient.
Another aspect of marketing that must be considered is any
public image of the practice. This is most relevant externally from
the building, sponsorship of community events/groups, and when
advertising a position/room vacancy for administrative or clinical
staff. As many of the public will view these forms of advertising,
it is crucial that it provides a good representation of the
Download the Market & Patients Checklist
When you set up your new practice, other health
professionals need to know about YOU! Advise other health
professionals of your areas of interest so they may be more likely
to refer appropriate patients to you.
Here are some suggestions about how to introduce yourself to
Whether you are a general practitioner or a specialist: