Question

Topic: Advertising/PR

Discreet Advertising

Posted by Anonymous on 3/1/2005 at 6:05 PM ET 400 Points
I am interested in augmenting (possibly confirm) some of the marketing ideas I have so far for a medical group client. I'll try to be brief.

The group is comprised of 5 physicians in a single location. One is very well known in the area, another is new to area but has national credentials, the others are not really differentiated from competition.

This is one of the three largest (tie) offices among the 6 total for this specialty in the area.

They make a habit of donating to charities, often anonymously, and are clear that they do it for results and not credit.

The group is differentiated mostly by its very upscale setting, participation in research trials, and compassionate staff. There are also many integrated professional services (e.g. counselor and pharmacist on staff) that are outsourced by competitors.

This is a business that is driven by referals from other physicians (primary care and surgeons) but ultimately the patients make the choice. Private insurance pays for majority of services.

The challenge is that in order to maintain the reputation of the group they do not want to engage in outdoor or direct mail ads. The budget is rather modest as well but they are more flexible in that regard. The target audience is potentially any age but most likey in those over 35.

They seek discreet advertising. Specifically, a means of conveying the expertise, warmth and caring to the right people at the right time, without being overt.

Your help is appreciated, go to it gang!

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RESPONSES

  • Posted by koen.h.pauwels on 3/1/2005 at 6:25 PM Member
    What works very well for my father-in-law is local TV appearances on important health issues. This way, you are showing your expertise without touting your own horn. It also puts the patient concerns first (on a much larger scale, Kaiser Permante is currently trying to convey warmth and patient care in California)
  • Posted by telemoxie on 3/1/2005 at 7:54 PM Accepted
    I checked out your web site - looks very nice by the way - but it seems to me that you are missing the one key qualification you need for this situation: you are not a Medical Doctor.

    If these doctors are like most other doctors - unless you have certain initials behind your name, your 30 years marketing experience (and mine as well) are worth precisely zip.

    If I were in your situation, I would certainly ask the question you are asking... but I would ask it of other doctors. I would say, "Doctor Jones at Practice ABC in New Mexico did this and it worked... the doctors at such and such a practice in California did some other thing and it worked".

    They will be thankful for the effort you used to collect the info and to analyze and priortitize the options, and to prepare and present a concise summary and reccomendation (as long as they make the decision), and they will be happy to let you implement the program they choose... but they will believe the other doctors, if they are like many others in their field, they will not believe you.
  • Posted by mgoodman on 3/1/2005 at 10:18 PM Accepted
    I think the solution to the problem (of how to advertise in a way that will be comfortable for the doctors) is to redefine the mission to be one of education. They can become the recognized experts by providing the education consumers/patients need, and by providing materials to referring physicians that will help them educate their patients.

    A few of the vehicles they might use are: (1) brochures, (2) media appearances, (3) newspaper columns, (4) website, (5) seminars (if appropriate), and (6) books and booklets. There are probably a few more, but this is a good start. It might also be worth talking to a publicist about how to get some local visibility without looking or sounding like a commercial.

    Several chiropracters take this approach, as does a small group of radiology clinics in Long Island, NY. In the case of the latter, they even ask patients to look at the site and go through a mini-orientation (online) before they begin certain procedures. It's a time saver, a great educational device, and it gives them a real selling point when they ask other physicians for referrals.

    Hope this helps.
  • Posted by steven.alker on 3/3/2005 at 8:52 AM Accepted
    Could I just add one item to Steve H’s response, which I totally agree with (Especially the dancing bear reference!)? As well as the respected commercial and social fellowships, also go out to the local churches and church communities with the offer of addressing the some of the various groups or meetings associated with them. Good works in this area have the dual benefit of assisting the neediest whilst being noticed by the worthiest!

    I’m not being cynical with the above joke - if you look at some of the most inspirational entrepreneurs, philanthropists and educationalists that America has produced, they have nearly all reached out through church communities, namely because they can give something back whilst receiving a benefit themselves. If they have a faith or belief themselves, then they get 3 benefits, so it should be win, win, win!

    Steve Alker
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