In today’s digital world, medical practices have to work harder to get prospective patients’ attention. Those who do best don’t rely on just one marketing channel. They spread their efforts across many platforms to reach more potential customers. Dr. Peter J. Polack provides a great example of how this multi-channel marketing program pays off.
Dr. Polack, a board certified ophthalmologist, is a partner in a successful practice in North Central Florida. He’s treated patients from all walks of life and is highly regarded for his expertise and compassionate approach to patient care. But when Dr. Polack wanted the practice to grow, he knew they had to look beyond word-of-mouth referrals. To reach a wider audience, Dr. Polack’s marketing department still used traditional marketing techniques such as sending out direct mailers and placing ads in local newspapers and magazines. But they added digital marketing to the mix. First came an engaging website that showcased services, physicians’ experience and education, their easy accessibility via multiple locations and their philosophy of care.
Once the web presence was dialed in, next, search engine optimization (SEO) tactics were implemented to increase website ranking in local Google search results. With those things done, the next “channel” to focus on was how best to incorporate social media into marketing operations. To complete the “digital marketing programs” stack, paid advertising was added:
Facebook ads, SEM – Search Engine Marketing, and Google Ads.
Dr. Polack’s mission is to bring marketing innovation to cash-pay/elective/premium services marketing. His desire is to help colleagues schedule more cash-pay procedures, not just do more exams with branding or broad-strokes ads.
Dr. Polack is the son of an ophthalmologist, Frank M. Polack MD. His father was a renowned cornea specialist. Observing his father’s practice marketing and then his group practice’s marketing for over 25 years, he’s seen big changes happen in eye care marketing and how ophthalmic practices connect with patients. His passion for using marketing technology to increase marketing operations productivity and performance led him to share what he learned. He’s written blog posts on Healio Ophthalmology, Eyes on Eyecare, and Quora. Over 4 million people have read his articles and postings. Those activities have helped him understand what vision care patients want. This informs how he delivers a great patient experience. Satisfied patients are the key success in every practice, not just ophthalmology.
Reaching Wider Audiences
No single channel dominates marketing anymore. Dr. Polack recommends using many ways to establish relationship with potential patients:
– Social media platforms
– Content marketing through blogs and articles
– Paid ads
– Traditional media (radio, tv, magazines, newspapers)
This variety helps him connect with people looking for a great eye surgeon.
Building a Recognizable Personal Brand (Beyond Practice Branding)
Standing out from the crowd is tough these days. Dr. Polack’s multi-channel approach increases visibility and memorability. Sponsored social posts, compelling blog content, email newsletters, and even billboards expose people to his brand constantly. This repetition sticks in their minds. When they need a doctor, they remember Dr. Polack.
Building Loyal Patients
Each channel plays a unique role in connecting with customers. Social media allows direct dialogue. Email delivers an intimate feel. Together they engage people in a personalized way. This earns loyal fans who rave about Dr. Polack to others.
Embracing New Technologies
Customer behavior evolves constantly, driven by tech innovation. Dr. Polack stays current on trends to adapt. He leverages new platforms early and refines tactics. His forward-thinking approach keeps him ahead of others.
Budgeting Across Channels
In the past, practices might devote a big chunk of their marketing budget to one thing, typically “branding”. Dr. Polack recommends spreading budget dollars strategically instead. His approach is to make sure budgets are allocated based on performance and revenue or ROI. Solid analytics helps you choose wisely. This balanced use of resources works better.
Measuring Results
In multi-channel marketing, data is crucial. Dr. Polack tracks key metrics across all efforts. This gives deep insights on what’s working. It allows continuously improving marketing strategies. The result is demonstrable success.
The Bottom Line
Dr. Polack believes that diversifying marketing across multiple channels pays serious dividends. It gives flexibility to change with trends and market conditions. Most importantly, it delivers the right message to wider audiences. For today’s practices, multi-channel marketing is more of a “must do” than a “should do”. Dr. Polack’s approach provides an excellent approach for entrepreneurial, growth-oriented practices to follow.
