Neil H. Baum, MD, presented “One-Page Marketing Plan for a Urology Practice (Part 2 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 2 of 3)” April 2021. Accessed Jan 2022. https://grandroundsinurology.com/one-page-marketing-plan-for-a-urology-practice-part-2-of-3/
One-Page Marketing Plan for a Urology Practice (Part 2 of 3) – Summary:
Click here to view Part 1 of this presentation.
In the second part of his series on urology practice marketing strategies, Grand Rounds in Urology Contributing Editor Neil H. Baum, MD, Professor of Urology at Tulane Medical School, presents three elements of lead capture and conversion. For example, after giving a talk to a lay audience, Dr. Baum suggests collecting the names and contact details of these potential patients. Once these marketing leads have been captured, it is critical to nurture them through consistent follow-up. The most effective way to manage this with potential patients is by using a customer relationship management (CRM) database. While offering tokens like pens or notepads is commonplace, Dr. Baum instead recommends sending materials that distinguish the urologist or practice from competitors, such as articles that have appeared in local or national media or were published in professional journals. Finally, urologists need a conversion strategy that demonstrates their expertise to potential patients. If a doctor is a leading robotic surgeon, treats erectile dysfunction without medication or surgery, or provides other specialized services, these should be emphasized in their follow-up communication.
For more commentary on practice management and telemedicine from Dr. Baum, visit his Improving Your Urology Practice page.