Today’s Practice invited G. Kelly O’Dea, noted marketing expert and member of the Meridien Medical Advisory Board, to provide his perspectives and insights into the forces of change and how they affect physicians’ ability to compete successfully. This is the first in a series of interviews across a number of marketing issues. This interview begins with focus on the fundamental building blocks of marketing that must be addressed first.

TP: There has been a tremendous increase in marketing noise. Why do physicians need marketing at all?

Most physicians regard marketing as castor oil – you don’t like it but you know you need it. I understand that but would argue that marketing has become vitally necessary for survival, competitiveness and success in today’s market. It can and should become an elixir in driving successful practice. The problem is that most of marketing activity isn’t doing the job that needs to be done.

TP: So what’s the way forward?

For marketing to work, it must be founded first on analysis and then development of a differentiated brand. Only then can you begin to implement consistently across every point of customer contact. Otherwise you risk disappointment and waste.

Ask yourself a question: what is my brand and how is it differentiated in a meaningful manner that causes engagement with your prospects? The brand is embodiment of your relationship with the market you serve. It is the cornerstone idea that drives everything you do in marketing yourself or your practice, at every point of contact. If you don’t know your brand and how you’re different, that’s a problem that needs to be corrected. Only then will you see the vital role marketing can play in the success of your practice.

TP: How can you tell if your marketing is working?

First of all, change your viewpoint. Make the transition from marketing as castor oil to marketing as an elixir in viewing marketing’s role in your success. Stop looking at marketing as merely an expense. There must be value delivery in the form of improved business and reputation.

Excellent brands are built like birds build nests, The desired outcome is known but it builds in stages. Here are some diagnostic questions to ask to see if your brand is building in the right direction:

• Are customer prospect inquiries increasing?
• Where are your inquiries coming from?
• Are your word of mouth referrals increasing?
• Are new customers increasing?
• Do you ask for their feedback?
• Why did they choose you?
• How are you doing with them once they become customers?
• Do existing customers stay with you?
• Are you beginning to stand out vs. your competitors?

The answers to the above questions help you understand whether or not you’re actually engaging with prospects and customers in a way that produces results.

In the next interview, we’ll focus on communications planning and execution in today’s new media marketplace. Your comments and questions are welcome.