Every business needs a marketing plan to help your business thrive. And yet, it always seems like the last thing on your list. Of course, we would all like to attain our new patients through word of mouth, but this has become increasingly more difficult. As your medical indemnity insurance partner, we highly recommend that you let potential patients know that you are established and to inform them of the services you provide. Once they have this information, they can decide whether or not to use your services.
As medical indemnity insurance providers in Australia, Tego Insurance are here to help you keep your practice safe and protected. We understand the business of healthcare can be all encompassing and tiring, but marketing your business is a great way to keep your business profitable and stable.
A few pointers to help you to create your marketing plan
Images last a lifetime. Create a strong image for your practice
Think clearly about what kind of reputation you wish to build. Make certain that all your marketing ‘collateral’ (logo, website, email campaign, etc.) is consistent. Once you establish a visual image for your practice, it is difficult to change.
Now let’s dig deeper- office stationery (e.g. business cards, invoices, brochures and letterhead) can help strengthen your market presence. Do you want to portray your practice as a small family run business or more specialist and big city? The colours, font, logo, and even the type of paper (matt or glossy) has an impact on how you are perceived.
For many, the most important element to image design, is that you are presenting your staff and practice as credible, professional and competent. If you view your practice objectively as if you are a patient visiting for the first time, what would you notice? Is your colour scheme pleasant, friendly?
Though you might think this is all so superficial, your image can influence the type of patients you attract.
Define your market
The need to define clearly what services you are offering and to whom is essential for your success. First, differentiate between your core services and any additional, or value-added services. Core services are your main practices and ones that are financially viable.
There is no reason not to tell people about your interests even if they are not financially advantageous. People want to know what you do and what you care about, what separates you from other practitioners.
Next, narrow down your demographic or target group. They can be in segments according to their gender, age, geographical location, social economic status, and occupation.
If you are a specialist, referring indirectly or directly to general practitioners, allied health professionals,etc is also helpful in building your business.
Improve your practice
Separate from letting prospective patients know you exist, your marketing strategy will also assist you in developing and strengthening enduring professional and loyal relationships with your patients.
If your marketing image, content and profile represent your services and practice accurately and effectively, and you can deliver on the promises you make, your professionalism will be reinforced and your patients will:
- stay loyal
- become your strongest point of referral
- pay their accounts on time
- Keep complaints down to a minimum
Let the team at Tego help!
The team at Tego are here to lend advice about your medical practice’s marketing. It may seem overwhelming but the wellbeing of your medical practice business is a crucial part of your success.
At Tego, we offer medical indemnity insurance, medical professional indemnity insurance as well as GP medical indemnity insurance for medical practitioners. We have a profound understanding of the Australian medical profession and the ever-changing healthcare industry. It’s this expertise that allows us to provide leading cover with more choice, innovation and greater flexibility. Contact us to find out more.
This publication is general in nature and is not comprehensive or constitute legal or medical advice. You should seek legal, medical or other professional advice before relying on any content, and practice proper clinical decision making with regard to individual circumstances. Persons implementing any recommendations contained in this publication must exercise their own independent skill or judgment or seek appropriate professional advice relevant to their own particular practice. Compliance with any recommendations will not in any way guarantee discharge of the duty of care owed to patients and others coming into contact with the health professional or practice. Tego Insurance Pty Ltd is not responsible to you or anyone else for any loss suffered in connection with the use of this information.
Eric is the CEO of Tego, an insurance agency offering specialist indemnity insurance solutions for the healthcare and life sciences sectors. His qualifications include a bachelor’s degree in business and law, a master’s degree from UNSW in law and management and an MBA from the AGSM.