As digital marketing continues to boom, community marketing seems to receive less attention. However, it’s important that we don’t forget about this tried and true practice. With these type of events, not only are you promoting your business and attracting new patients, but you are supporting your local community. Make sure your practice has a strong presence at any local health fair, town event, parade, educational seminar or anywhere you can set up a booth. Keep reading for ideas to effectively market your practice through community events.
Find the right type of events.
Ensure your practice is joining in events that are in line with your audience and goals. If your practice is a rheumatology clinic, signing up to take part in a marathon probably isn’t the best idea. So which event type should you chose to be a part of? There’s no perfect answer for every practice. Analyze your goals to determine which event types are right for your practice. Sometimes it takes a little trial and error to the find the perfect balance.
Spread the word.
Although there are many promotional marketing channels to choose from, you can never go wrong with email and social media. While you don’t need to be an expert when it comes to social media, it’s important to be prepared. The key to success is focusing on social networks your patients use frequently, and those that make sense for the events you’re promoting. For example, Facebook would be an ideal network for almost any event type, while LinkedIn would be better for more professional events like seminars or conferences. Press releases sent out to local media channels is also another great way to help get the word out about events in the community.
Plan ahead.
Be sure to plan ahead before your event and have a strategy ready. Discuss who from your practice will attend the event and ensure everyone knows their specific duties. It is essential that you bring top staff members that are engaging, knowledgeable and dynamic. Make sure you bring plenty of promotional items and business cards to pass out that include the practice name and contact information.
Analyze event results.
It’s important to understand the “health” of your events, and whether they’ve made a positive impact on your goals. While there are numerous ways to measure the results, determining how much you’ve spent acquiring patients is the most important method for evaluating. If you are spending money on community events and not getting a lot of patient acquisition in return, it’s time to reevaluate your process.
Community events can separate your practice from the rest and help build your patient base if done correctly. All you have to do is find the right mix of event types and attract new patients while retaining old ones. Does your practice participate in community events? If so tell us what has been successful for you on our Facebook page.
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