Healthcare Technology Featured Article

March 01, 2011

Healthcare Technology and News: Aurora IT CEO Offers Healthcare Marketing Tips For Medical Practices and Physicians

Through a recent press release, renowned medical website designing company Aurora Information Technology offered a list of valuable medical marketing advises to the medical facilities and practitioners.

According to Daniel Gilbert, CEO of Aurora, physician marketing can prove to be one of the most powerful vehicles for a practice's success. “Via your branding, logo, signage, website, social media, healthcare marketing expands, promotes and supports your practice's awareness and market share,” he explained in a statement.

Although it is common for any businesses to try to save money by cutting marketing budget, the company stressed on the importance of pursuing healthcare marketing in good and especially in bad times. According to Gilbert, medical marketing does not only help practitioners and facilities tap the new patients in the market, it also helps them retain old patients.

In the press release, Gilbert came up with advices that will help enhance physician marketing success in these days of healthcare reform. He pointed out that a successful medical marketing plan is a constant and ongoing process. That is why, the strategies should be reviewed and modified from time to time and budgets should be reallocated accordingly.  It is important to keep an eye on what's working and what's not working to ensure that your practice is never "out of date". The experienced medical marketer suggests that in case a campaign fails to produce any significant results, it is time for seeking help elsewhere.

Gilbert also stressed on building a strong medical brand, which will stand for quality care, positive outcomes, service excellence and clinical or technical innovation and earn the facility a distinctive identity in a fiercely competitive sector. However, Gilbert maintained that it is also important to conduct performance metrics, feedback, surveys and focus groups to know if the medical marketing message is being as well received as intended.

Gilbert said that medical practices should take advantage of medical website marketing, mobile and social communications tools. Since today’s patients depend a lot on online sources of information, the practices should increasingly use online advertising, online payments, directories, patient portals, and contact forms to drive patients to the practice. He also advises to make full use of such inexpensive communication tools as smart phones, instant messaging, email, texting, Facebook, Twitter and other social media for building up public relations, promotions, patient education and providing information.

In September last year, HealthTechZone reported about Aurora’s creation of a medical website for Rockland Eye Physicians and Surgeons (Rockland Eye). On this website, Aurora IT integrated what it called “a clever branding eye design concept”.

Madhubanti Rudra is a contributing editor for HealthTechZone. To read more of her articles, please visit her columnist page.

Edited by Jennifer Russell

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