Should I Cut My Marketing Budget?

June 1, 2020

Uncertain times are a reality for every practice at some point, and new financial pressures may prompt you to consider trimming your marketing budget. While this might improve your bottom line today, the benefits will be temporary at best. As months roll on, the long-term effects will most likely show up as decreased referrals, weakened patient relationships, and ultimately, decreased revenue. Here are some considerations for ensuring you continue to reap the benefits of your marketing budget.

Marketing Mentality

Be aware that many patients are frightened, not only about their physical health, but about the emotional and financial repercussions of uncertain times. Consider how you can be a reassuring, stabilizing presence for your patients and referring physicians. Tweak your current marketing and advertising to be positive and reassuring, rather than simply "selling" yourself or your practice.

Communicate

Now is the time to ramp up your online presence. Ensure that your website is optimized and your social media content is relevant and engaging. More people than ever are turning to the internet for information, and becoming more active on social media can help inform patients and build trust. Consider posting inspirational and positive messages, as well as useful medical information. You might also consider an e-newsletter to current patients to provide information, reassurance, and important office updates.

Focus on Helping

While branding and market presence are important, consider ways your practice can help or provide free resources to the community. Position your practice as a valuable community partner.



Think about creative ways to help patients when they come into your office. Keep in mind that some patients may need extra assistance navigating changes to how they access care, such as virtual visit options, and be prepared to offer that support if needed. The way you "see" a patient may have changed. Be thoughtful about how these changes affect them.


Optimize the Front Desk

This is your first impression. Current patients are often your best source of new referrals, so pay special attention to the impression created at the front desk. Ninety-six percent of patient complaints are related to customer service. This may be a good time to redeploy staff who aren't as busy with their normal responsibilities to provide extra support at the front desk or on the phones.

Establish Trust

If you don't have a blog, consider starting one. Provide useful information and position yourself, your doctors, and your practice as a trusted source in your field. Blog posts can be shared on social media to further build a sense of trust and reassurance during uncertain times.

Partner with Your Medical Society

Don't forget to tap into the resources of your local medical society. There may be cost-effective ways to market your practice to referring physicians simply by using the benefits of your membership.

Start Today

If you currently have a marketing budget and plan, don't trim it, tweak it. Many of these ideas don't come with a high price tag. Keep in mind that trust and relationships are vital. If you aren't currently marketing toward these goals, there's no better time to reach out to us for a free consultation. We offer customized plans to fit your needs.

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