Question Mark: What’s the best way to market primary care?

Mark Shipley answers your healthcare marketing inquiries

Q: What’s the best way to market primary care?

A: With the right mix of TV, web video, owned and earned media.

We found the most important thing you can do while marketing primary care is getting your physicians online and in a video talking about who they are, why they got into the practice, and what they like to do as physicians. Video helps humanize doctors and when people are looking for a physician it helps to close the deal.

As far as marketing the practice — actively going out into the market — there are three places that I recommend:

Online media

• Search
• Social media
• Mobile

Earned media

• Local newspaper outlets
• Health & wellness bloggers

Owned Media

• Exam room posters
• Website
• Brochures
• Outdoor

Owned media could be posters in exam rooms, or it could be any a number of different places you can market throughout your organization. And lastly, it’s important to keep in mind the patient’s perspective when you’re advertising primary care. They have feelings and they have needs and they’re coming to you for a particular reason. You need to appeal to those reasons to be able to attract them to your practice.

Thank you for watching Question Mark. If you have a question, you can send it to me at [email protected], and if you would like to sign up for our content, you can do so on our website.