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How to Double the Likelihood Your Medical Practice is Chosen
By: Tim Rayl
Medical practice managers who believe that brand awareness isn't important are making a costly mistake.
The ones who recognize that brand awareness matters will gain the competitive advantage.
The ones who don’t will keep losing; frustrated because competitors are always a step ahead.
When your medical practice is top of mind, it is more than twice as likely to be chosen than those practices that aren’t top of mind.
Brand awareness matters because when patients are overwhelmed by choices and advertising messages, they fall back on a small set of brands that they remember.
This set of brands is known as the Initial Consideration Set. Consider the findings of McKinsey & Company from its CDJ database, which covers more than 125,000 consumers and 350 brands in 27 categories:
87% of consumers shop around before making a purchase.
58% of those consumers switch brands. We’ll refer to them as “switchers”.
69% of the brands purchased by switchers were in their initial consideration set when they started shopping.
Despite the fact that 69% of switchers ultimately choose a brand that is in their Initial Consideration Set, some medical practices continue to ignore brand awareness and direct their marketing to the Active Evaluation and Moment of Purchase steps of the decision journey.
This strategic mistake is costing those medical practices loads of new patients.
Because brands in the initial consideration set are more than twice as likely to be chosen as brands that were considered only later in the decision journey.
Use this simple marketing strategy to double the likelihood your medical practice is chosen and avoid making a devastating marketing mistake:
Go small to grow big.
Narrow your targeting until you can saturate and dominate it. Even if it’s as small as a single neighborhood or a block.
Address all four battlegrounds of the decision journey within your marketing plan.
Once your medical practice has become top of mind, protect your gains with a sustained effort to maintain awareness and build loyalty, then begin your conquest of the next target.
A huge growth opportunity is in front of you, but once your competitors recognize it, it’ll be gone.
For many practice managers, it’s challenging to capitalize on this growth opportunity because they lack the plan and personnel needed to move forward quickly.
That’s why organizations like CommonSpirit Health, GenesisCare, and Dignity Health Medical Foundation partner with Simple.
Our medical practice marketing plans are turnkey and build strong connections with patients and referring providers at scale.
Why not book a 15-minute meeting with us to discuss your goals and challenges? You’ll see some ways we help other practices, and then together we can decide if it makes sense to set up a deeper conversation.