Know-How Exchange : Advertising/PR

Doctors are notoriously hard to reach, they are inundated with Pharmaceutical information, mailers etc. (That's why the drug companies use attractive femail representatives). Consider something that is of use to the target Doctors, something that saves them time and process rather than something that just introduces your surgeons. Build a relationship with them based on help. It can come in many forms, Availbility schedules, Physician advice by email, creating and interactive websites the Physicians can use, build a medical partnership etc. Use the information for electronic news releases

Wayne Wood
Melbourne Australia

I agree with Wayne Wood that it's hard to reach Doctors. But you can find solutions in Public Relations, Outdoor, Sponsorisation...
You can organise an intrest events for them (scientific seminar, research meeting, news ...)
The important thing is that you have no to show that the event is commercial.
Even that you can do another original solutions :
organise an event for the "old students of X univeristy"
organise caritative demonstration
....
Malek Ben Mbarek
Tunisia

Instead of telling about the specialist, tell about what the specialist has done that makes them stand out. For example, they specialize in treating overweight menopausal women with circulation problems. A brief description of specifically how they help. This creates a mental "hook" for the local doctor: if they see a patient that fits the problem, they know exactly who to refer to. A generic "so-and-so has joined the practice" doesn't create a top-of-mind memory.

My partner and I have worked with a chiropractor in New Jersey. In order to get him in the door of potential patients, we scheduled some events with local businesses at their offices. We cited the benefit of healthy, well rested employees. Employees were able to talk to the doctor, ask questions and get more information on the benefits of wellness.

The doctor was able to reach new potential patients. The audience felt they were taking something away with some benefit and everyone felt the experience was a positive one.

We also partnered him with another client of ours, a small mattress retailer, and again, we had him give a presentation on wellness, the benefits of sleep, etc. Both clients were able to bring in new faces and expose them to their businesses.

I think the most important aspect of a successful campaign is to make it relevant to the audience, where they feel they are getting something beneficial and informative. Also, don't just throw fliers and mailers at people. We're all bombarded with this stuff and it usually will end up tossed in the trash and not even looked at.

Best of luck.

I recently helped a new surgeon market her practice. A doc may be hard to reach, but a well targeted program will get to him/her. And once you have made contact, they are very accessible.

We developed a referral brochure. The concerns docs have about referring a patient is the new doc will "steal" the patient-- and they won't come back. We made sure the slant of the brochure covered that -- assuring the patient would be returned to the doc. We also stressed communication. We stressed the patient would be seen promptly, the chart dictated before they leave the office and results communicated to the referring doc. That mailed alone, created results.

Doctors are clustered in medical buildings (because medical buildings are plumbed adequately) so the new doc made personal visits to everyone in her building-- introducing herself and how they can work together. Then I got her a speaking gig at a local conference on a new technique with an instrument she invested heavily in. Then I made some personal visits with personalized cookie baskets. You can buy the plain boxes at Container stores and I printed labels on my PC.

I am also working for a company that offers docs lazers for rental (those who don't have enough of that specialty to justify purchase.) To create more biz for that company, we are targeted educating the doc's staff to identify potential patients in their database. We bring in lunch or a cookie break when we do this educational blurg. We are created a series of postcards, mailers for the doc to purchase. (yes they purchase) We created a coop advertising program where their rentals rebate them back dollars to offset brochure cost and ad placement -- an ad we have created. The doc gets more biz, and requires the rentals more-- classic win/win.

All have worked very well. Hope the ideas work for you.



Carol
Sell Well and Prosper tm

What about positioning the orthopedic surgeon and the vascular surgeon as "experts" through PR. Can you get them booked as expert talent on the health segments of popular TV and radio shows in your area?

On the doc's websites create a section, "Ask Dr. _____" and provide Q&A for common issues and concerns. This can be a great place to send listeners of the TV and radio segments for "after the show" questions. Don't forget to publicize the "Ask" area by placing the URL on all printed collateral.

I am suggesting that you create a B2C strategy in your plan so that you are not only relying on referrals but creating "demand' by getting customers to ask their primary doc for a referral or call you directly. Pharmaceutical companies advertise to gain the same B2C effect...

As an introduction, why not have the hospital host an information evening which covers the key points for referral by general practitioners to the specialist.

Have each of the new surgeons present their bio and surgical experience, and some interesting surgical anecdotes. Have them cover off the main reasons for referral and the likely surgical responses and range of outcomes. That should help ensure these two specialists will most receive better quality referrals.

After the oficial presentations, have refreshments and a meet and greet where doctors can talk with the surgical specialists.

The hospital need not limit this idea to when they have new surgeons join them: They could easily do this once a month to promote the hospital and as a regular PD service to doctors in the region. It will also help position the hospital as a place of leadership that promotes medical knowledge in its catchment area.

You could record each event and make it available either as a mail-out CD-ROM to doctors, or (and) as a downloadable video on the hospital website.

Hope that helps.

ChrisB

In my experience, event marketing tactics can be highly effective way to reach the referral source for specialists. Consider approaching the local medical society and suggest a topic for a future meeting that could tie into the specialists practice. Maybe they've participated in a "doctor without borders" volunteer effort or maybe the orthopedist could talk about a sports medicine angle or present trends on geriatric patients. Have them get to the meeting early to network with other physicians.

Does the hospital hold specialty conferences? Make sure they are presenting at these. They help build credibility and are very effective tools for educating their referral base.

Do they have anyone who can do physician outreach to schedule lunch time visits for the specialist with family practicce referral sources? Begin by analyzing their patient volume to identify their top referral sources and arrange a visit with them. This can be accomplished by someone dedicated to physician outreach, or give the list to the docs and have them call and ask for a lunch time appointment.

Sponsor community events and arrange for speaking engagements at local health fairs and at health clubs / athletic clubs.

Seek out earned media opportunities. Educate your local media about their specialties and facilitate communication to make it easy to reach these docs for comment. Look to their specialty societies and journals to get ideas on new developments in their areas of expertise that the public might like to know about. Less sophisticated, but equally effective in smaller markets is to watch what the NY Times is covering and pitch to your local media.

Hope this is helpful!

Josh Kermisch