Question

Topic: Advertising/PR

Marketing To Physicians

Posted by Anonymous on 8/11/2006 at 4:33 PM ET 250 Points
We've open a diagnostic imaging center in april 06. We have been marketing to local doctors with personal letter and visiting them personally. We have not seen much success as of yet. It is very hard to get "in" with them. We have a near by hospital. What will be a good marketing tool/idea to have doctors start referring their patients for diagnostic our way?
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RESPONSES

  • Posted on 8/11/2006 at 5:35 PM Accepted
    What does your imaging center do that other local imaging centers can't/don't do? What would you say is the strongest "diffrerentiator" between your facility and the others in your primary market?

    - Is it types of imaging? Do you offer PET/CT scans for example? If so why not target local oncologists.

    - What about the quality of radiology reports? Are your radiologists better trained, better communicators than the others? Why not get your radiologists out presenting at the local hospitals physician continiuing medical education lunch meetings?

    - In today's consumer driven market, people like me still want to be able to do self pay for heart scans, full body scans, etc. I know all the screaming local docs will put up...but going forward in a retail model the patient/consumer will have a lot to say about what they want.

    Hope this helps.

  • Posted on 6/23/2008 at 7:16 AM Member
    Hello:
    I would also vist the office and ask if you may schedule a 'Lunch and Learn'. Most busy offices have a calendar and allow any vendors to bring food and have the attention of staff for that period of time. It has worked for me several times and allows you to ask and answer those questions you have above re: what you offer differently than yur competitors and alows staff to explain why you are not on the referral list or how to get on it, etc.

    Constant communication with the offices is key. We do 'cookie drops', where we buy a box of cookies at the local grocery store and tape a dozen cards to the top. Simply walk in and say hello and leave the box with cookies. Just another reason to be in front of the office staff, which, as a previous poster acknowledged, is the key.
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