Neil H. Baum, MD, presented “One-Page Marketing Plan for a Urology Practice (Part 1 of 3)” for the Grand Rounds in Urology audience in April 2021.
How to cite: Baum, Neil H. “One-Page Marketing Plan for a Urology Practice (Part 1 of 3)” April 2021. Accessed May 2021. https://grandroundsinurology.com/one-page-marketing-plan-for-a-urology-practice-part-1-of-3/
One-Page Marketing Plan for a Urology Practice (Part 1 of 3) – Summary:
Grand Rounds in Urology Contributing Editor Neil H. Baum, MD, Professor of Urology at Tulane Medical School, presents a one-page marketing plan for urology practices in part one of a three-part series. Most doctors and office managers are untrained in the marketing skills necessary to develop and execute a successful plan, and consultants are not always worth the hype. Dr. Baum discusses the first three components that are key to creating a marketing plan: identifying the target market, messaging to that target market, and utilizing relevant social media tools. He advises doctors to clarify their unique service proposition, focus on what they enjoy doing, and assess the potential profitability of their proposed target market. Next, he offers tips for developing a brand, such as building on positive online reviews and distinguishing the practice through effective messaging. Ultimately, a compelling marketing plan tells a potential patient why they will prefer one practice over a competitor before they arrive for their first appointment. Finally, Dr. Baum looks at using social media and analytics to both reach the target market and measure the success of the campaign.
For more commentary on practice management and telemedicine from Dr. Baum, visit his Improving Your Urology Practice page.