Medical practices always seem to be advertising on TV and digitally. Your marketing material, therefore, needs something about it that will make it stand out: something that will encourage potential patients to take notice. Are you ready to start advertising your medical practice in Portland? Here are four things you need to know before advertising.
1. Portland Laws
Before you start advertising, make sure you are familiar with Portland laws. For example, you cannot legally disclose any private information about your patients, nor can you display images of your patients without their consent. When you put together your ads, you cannot include inaccurate or misleading information about your practice. For instance, you should not indicate that you can produce unexpected or unrealistic results through your medical treatments. When you are familiar with the laws where your practice is, then you will be able to build the best ads that can help you stand out while remaining compliant.
2. What Your Competition is Up To
As you begin the marketing process, get a good look at what your competition is doing. In order to stand out in your market, you need to evaluate those you are competing with for patients. What are your competitors doing? What seems to be working for them? What doesn't? They may already have done a great deal of the work for you. Take advantage of it as you build your campaign. Look through their ads and pay attention to what type of content they use and where they place it. While you don't want to put together identical ads, you do want to make sure you're not missing opportunities.
Your competitors may be including things like transformations and testimonials as part of their advertising. As a medical practice, these are your bread and butter. Potential patients want to see what you have actually accomplished through your services. Have you offered weight loss surgery that created extraordinary results? Helped patients overcome obstacles through physical therapy? Whatever you offer, showcase it and invite past clients to share their experiences.
3. Consumer Trends in the Area
Take a look at local trends, not just in Portland as a whole, but in your corner of the market. Are there services and procedures that are bringing in large numbers of clients? Services that aren't achieving the results you might want, or that are getting a great deal of negative press at the moment? Pay close attention to those trends, which can change dramatically over time.
Make sure you have a solid idea of what services people are really looking for so that you can focus on highlighting those. In some cases, those trends may inform the investments you make in equipment or training for your practice. You should also use them to inform your ads so that you can increase the return on your marketing investment. Keep a close eye on those trends by evaluating what patients come through your doors or considering what services you see your competitors advertising most often.
4. What and When Your Ideal Client is Watching or Online
In order to create an effective ad, you must start by knowing your target audience. Carefully consider the kinds of clients you really want to bring in to your practice. Keep in mind that your target audience may vary by specific procedures. For example, a physical therapy practice might highlight increased mobility for seniors, but have special ads for athletes or for younger individuals who have suffered serious injuries. On the other hand, that practice might do a specific ad campaign to help raise awareness about pelvic floor therapy targeted toward young mothers. An audiology clinic, on the other hand, might focus on seniors--and a dentist might have a target audience that ranges from young children and their parents to older adults. Your ads and the platforms you use may vary dramatically based on generation, income level, or other demographics.
Once you know your target audience, you can cater to their lifestyle and needs. What do they watch and when? Where do they spend their time online? You need to know your target audience's preferred social platforms, what websites they visit, and the search terms they use to access information about your practice. If you work closely with a media partner, they can provide you with more of that critical information, including giving you a better idea of how to reach your audience on TV, through OTT, and digital platforms.
Marketing your medical practice can help you stand out from the crowd and bring in more business. By working with a media partner, you can ensure that you are in compliance while still reaching your desired clients. The more information you have on hand, the better your ads--and the more they will stand out from the crowd. A media partner can help you achieve those goals and increase the return on your investment.
