Despite having expert power, our doctor clients are prepared to be challenged on their marketing and sales opinions. Of course, we listen to their views with an open mind. In this post we reveal why we challenge our healthcare clients and why it's critical to do so.
Laser eye surgery, while delivering outstanding outcomes, has been limping along as a product for a decade since the great recession of 2007. Optimistic refractive surgeons await the maturing of the Millennials, the children of the parents who once took up laser eye surgery in droves. Is this wise? This healthcare marketing post argues why the Millennial market may not purchase laser eye surgery as their parents once did, and provides advice on what to do instead of tie your practice success solely to this target market.
Nearly every surgeon's website has an About-Us or About-Me web page but most of these pages are missing a very valuable asset. The best converting About Me pages contain video. We've put together a highlight reel of more than a dozen About Me video examples from doctors we've directed. The videos will give you a clear idea of how different doctors and surgeons (introvert and extrovert alike) are able to effectively and uniquely answer the question - "Why should I choose you?" These surgeons are actively leveraging the power of video marketing which research shows can...
If you're a doctor, there are many reasons why you don't want to pigeonhole yourself alongside only one technology. In this post, we share five drawbacks of attaching yourself too closely to any medical device company or new medical technology, even those you are incredibly happy with and...
Healthcare chatbots could save firms £6bn a year by 2020... with banking and healthcare expected to be the biggest sectors to be affected. We feel that too many people underestimate the profound impact that artificial intelligence will have on almost every facet of business. Robots could replace up to half of the US workforce within the next decade. Medical secretaries and telephone salespeople are some of the jobs that are most likely to automated. How will this impact your medical practice? How can your people 'keep ahead of the 'bots?'
Social media for private healthcare companies started out quite slowly, but has quickly grown into a key part of a robust healthcare marketing program. The more casual approach to using Facebook pages originally used in the private healthcare space has evolved significantly. Companies need to curate the content on their pages more (and not let just anyone post content on their pages), designate "page administrators" whose job is to answer prospect enquiries or questions, stimulate conversation around topics of interest to their customers, share useful and brand-positive posts from other places, and create content specifically for sharing on Facebook. If you're interested in starting up your social networking community, keep the following tips in mind when launching...
We’ve been diving into the pros and cons of aligning your business with a political position. Now that we’ve looked at the topic from all angles, discover questions you can ask yourself before you decide to communicate your political positions with a wider audience, as well as some do’s and don’t for mixing business with politics...
In light of the political upheaval lately, we provide some pros, cons, benefits and risks of aligning yourself with a political position. Intermingling your business with political positions is not often straightforward. If you choose to stick with social convention and not speak about politics, you gain a certain emotional safety while losing democratic freedoms. If you make a stand and align yourself with a political position, you may gain a loyal group of customers and build a strong company culture, while losing other business that is...
Evidence shows that affiliating your business with politics can have both strong negative and strong positive impacts, depending on what your beliefs are. As we discussed at the beginning of this series, if you are merely trying to guess or predict where the public's interests may go (on a whim), you could wind up in hot water. It's best to not play the lottery and only back positions that you have deep convictions about where you can back up your beliefs with evidence and find a core market that shares your beliefs. This fits in well with niche positioning, which is a strategy we advise all of our clients to...(read more)
Who has the most power in private ophthalmology today? Doctors? Insurers? Managers? Patients? Don't miss this insightful interview with Sue Boyes, former Yorkshire Ophthalmology Hospital Manager, who shares useful perspectives on the way private ophthalmology has evolved over the last few decades. We discuss the key traits of successful private ophthalmology companies, insights into where ophthalmology clinics can struggle and ideas on where the industry appears to be going...
