“If you want to grow your practice and you’re new to marketing, try to keep an open mind,” says , Medical Oncologist and board chair of Epic Care. As managing partner of one of the largest cancer care centers in the San Francisco East Bay, Dr. Patel has followed his own advice. The larger the practice, he says, the more important marketing becomes.
G2 Communications spoke to Dr. Patel to get his perspective on practice marketing.
“When it comes to practice marketing, most physicians hold on to the age-old philosophy, ‘if I’m a good doctor good things will happen,’ says Dr. Patel. “Because doctors don’t study business they think marketing their practice is like selling their soul.
“For a large practice like ours, it’s very important that we convey to the community who we are, what our mission is and how we distinguish ourselves,” says Dr. Patel.
“And over 90% of our patients come from referring physicians. Our doctors are the face of our practice and they have to make those connections.”
“Mostly we do old fashioned, in the trenches marketing,” says Dr. Patel. “We take our practice to the community with events of survivorship. These Celebration of Life events are a great way to get our name out there and build relationships. They have become our signature marketing program.”
For referring physicians Epic Care physicians gives talks at hospital grand rounds. The practice hosts small forums for referring physicians where the partners bring in leaders in the field and put up attendees at nice resorts. In 2018, Epic Care will begin hosting annual CME events.
For medical practices that want to grow and are ready to take the marketing plunge Dr. Patel has a list: having a web presence is key. So websites are a must and so is social media. He also encourages practices to host and publicize community events, give talks, and hire a marketing liaison to call on referring physicians.
For more information about physician marketing visit www.g2comm.com or call us at 650 856-1607.
