Ways to Pump Up Your Bottom Line (Despite Healthcare Reform)

Leigh Page


October 25, 2012

In This Article

8. Beef Up Your Marketing

At many practices, John Croce says, the full extent of marketing efforts is an ad in the Yellow Pages. Because fewer people now use the phone, "Yellow Pages are not as effective any more," he says, adding that the larger ads can cost $30,000-$40,000 and have to run in several competing books to be effective. "You could use that money for better things, such as developing an incredible Website," he says.

The expected flood of new patients under the ACA in 2014 is a good reason to beef up your marketing. Croce says many of the newly insured are people you'd probably want to have in your practice. For instance, many people in their 20s and 30s, who often have little need for healthcare services, will be covered for the first time, either through their parents' policies or through mandated purchase of policies.

In addition to setting up a Website, Morgan suggest listing your practice on Google Places, which many consumers are using to find a doctor. She also suggests reviewing provider directories on your payers' Website to make sure that all of your doctors are listed as accepting new patients.

Morgan says an effective form of marketing is having your doctors speak before patient audiences on a particular offering, such as smoking cessation or diabetes care. "The best kind of marketing is fishing where the fish are," she says. "If your focus is diabetes patients, provide classes on managing diabetes."