Case History: The Invisible Ob/Gyn
A few years ago, Tri-County Ob/Gyn located in LaGrange, Kentucky, approached Practice Builders for help with a common problem: not enough patients. Their small-town office was practically in the backyards of thousands of potential patients, yet day after day prospects drove right by the practice and into the city 15 miles away for Ob/Gyn services. No one seemed to know the practice existed.
Matt McDanald, MD, FACOG
Adding to their frustration was the fact that Tri-County offered several important capabilities and benefits that their competitors did not:
- The only female Ob/Gyn practicing in the county (at the time)
- The only Ob/Gyn in the state offering cryoablation
- Incontinence treatment capabilities
- Advanced laparoscopic services
- All of Tri-County's physicians had trained in the very same large urban area to which they were now losing patients.
- All were board-certified, had satisfied patients and enjoyed good word-of-mouth
With so many advantages, Tri-County should have been booked solid with new patients, yet they struggled to break out of their "best-kept secret" prison.
Practice Builders developed a marketing plan to build Tri-County in five key areas:
- Brand Identity
- New Medical Referral Sources
- Key Referral Program
- Internal Marketing
- External Marketing
Insert
This included a new practice brochure, insert sheet, program sheets, a new logo and tagline (slogan), and periodic "Physician Updates", to present the practice as an educational resource in the medical referring community. Click on the thumbnail at left to see one of these inserts.
New Medical Referral Sources
Practice Builders created a database of all medical referral sources in the market area who were not currently referring to Tri-County. These were all sent a "needs analysis " survey, mailed the practice's new marketing materials with a cover letter, and then followed upwith a visit from one of Tri-County's physician/owners
Tri-County also began holding evening educational sessions on topics of interest in Ob/Gyn.
Key Referral Program
To reinforce relationships with current referrers, referrers were categorized as "A" (the best, most-frequent referrers), "B" or "C". "A" referrers were met monthly and treated to breakfast, lunch or some other activity, and invited to an annual event . The goal here was to have fun – no business discussion.
Tri-County began sending thank-you cards to referring physicians for every first-time referral.
Physicians in all categories were also invited to an "open house" at Tri-County.
Internal Marketing
Postcard
Tri-County started to track and record the source of each inquiry call. Staff members were trained in how to handle these calls (very important) to increase conversion to appointments and give the new patient a great first impression.
Welcome letters with the new practice brochure were mailed to all new patients. (This instills respect, a senses of excitement and reduces "no-shows.")
Tri-County mailed a postcard to its existing patient base to influence patients who might seek care in the city. Click on the thumbnail at left to see a postcard that was used.
Notice the postcard headline: “Visit a Louisville Ob/Gyn Practice Without Leaving La Grange.” This promoted two of the practice’s chief strengths: big-city, cutting edge capabilities, and the convenience of a local office. Does convenience seem unimportant? Practice Builders’ 30 years of experience has shown us that convenience is a HUGE factor in whether a prospect chooses your practice.
The postcard reassured and comforted prospects (expectant mothers) with phrases such as, “When you welcome that wonderful new bundle of joy in the world…” “heartfelt commitment”, and “confidence and peace of mind”, as well as “highly-experienced, well-credentialed team of specialists”.
Third – and perhaps most important – Dr. McDanald began asking his patients for referrals.
External Marketing
Practice Builders designed a new website for Tri-County, a series of print ads, and a compelling Yellow Pages ad.
A new public relations campaign proved to be key to Tri-County's impressive success:
We arranged for Dr. McDanald to appear three times on local network affiliate TV. In each appearance, he discussed an Ob/Gyn issue of concern to women in his market – endometrial ablation, for example. These helpful and informative appearances built goodwill in the community, made Dr. McDanald much better-known, and reinforced his image as a both caring and expert practitioner.
Results
Tri-County Ob/Gyn increased its revenue 65% in two years. And they now get more of their preferred cryablation, incontinence and advanced laparoscopic cases.
Your practice can do what Tri-County Ob/Gyn did. Follow a professionally-created marketing plan, implement it with care and enthusiasm, and you can expect better results for your practice no matter what the economy does.
At Practice Builders, we are always happy to hear about your practice's goals and discuss how we will bring you better results. Call us toll-free at 800.679.1262 now