Question

Topic: Student Questions

Online Marketing For Orthopedic Clinic

Posted by sandervdpoel12 on 3/25/2016 at 8:14 AM ET 125 Points
Hello,

I am a student marketing & communication from the Netherlands. I am in the final year of my study. At this moment I am doing an internship in a independent clinic for orthopedics. The main question is how the clinic can attract more patients with online marketingcommuncation to do surgery on. Which questions should I ask myself to get an answer. In other words, what points of interest do I need to investigate? It is important to note that the general practitioner is the gatekeeper. The patient needs a reference from the general practitioner, but is free to choose the hospital or clinic he wants to go to. Nevertheless, the advice from the general practitioner is very important in the choice the patient makes. Can you help me?

Thanks in advance,
Sander
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RESPONSES

  • Posted by Jay Hamilton-Roth on 3/25/2016 at 8:32 AM Accepted
    Start by looking at their online metrics. Can you determine their conversion rate? How people find them online?

    Can you survey a group of their new clients to find out why they chose this clinic?

    Can you compare this information with other clinics in the area?
  • Posted by mgoodman on 3/25/2016 at 11:59 AM Accepted
    How do patients find and select the clinic once the general practitioner recommends a surgical procedure?

    You might start the research process by interviewing several [current] patients and asking them questions about their decision/selection criteria and process. That should lead you to the marketing solution most likely to be effective.

    Ideally you would also interview patients at other facilities too, so you can see how their responses differ. But that may not be quite as easy.
  • Posted by fiona on 5/13/2016 at 8:18 PM Accepted
    By far the most successful way to raise this person's profile is for the person to become a media subject-matter expert. This is a PR play, contact the media, give them commentary on topical stuff that relates to his/her industry, even create a survey amongst patients that can be publicly released to get attention. By growing their public profile, people will come to him/her as a by-product.
  • Posted by Shelley Ryan on 7/1/2016 at 12:17 PM Moderator
    Hi Everyone,

    I am closing this question since there hasn't been much recent activity.

    Thanks for participating!

    Shelley
    MarketingProfs
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