Communication plays a significant role in our daily lives, whether as a means of connection between people or places, or for a conveyance of thoughts and emotion. Communication helps us promote the development of relationships with others as well as initiate the sharing of knowledge and information. Every interaction has a common need for the ability to communicate in a clear and effective way.
Communication is the baseline for marketing. In order to drive patients to your practice, increase case acceptance, or build awareness within the community, communication is needed on different levels to accomplish the task at hand. Rather than guessing as to what that type of communication should be, strategic marketers leverage the communication styles of patients to develop a unique message.
An effective way to do this is to survey your current patients to gain insight into their opinions of the practice. Survey participants should share traits that positively influence the practice (they show up for appointments, they refer their friends and family, etc.) and they should be open to providing constructive and honest feedback that will aid in the development of your messaging. Research among this targeted group will help to provide the type of communications that your marketing should include, what they should sound like, look like, read like, and on what media they should appear.
Once research has been conducted, it is important to keep the brand messaging in the forefront of all communications. Your audience has shared what is important to them, why they chose your practice, what differentiates you from others; it is vital that these messages be continuously communicated throughout your marketing materials in order to attract more patients to your practice.