Frequently Asked Questions

Healthcare Marketing & Medical Marketing

  • There are so many purposes to healthcare marketing. First, even though you may provide a necessity, you still have competitors. When patients are in need of a dentist, a gynecologist, an ophthalmologist, or other provider, your marketing needs to showcase your philosophy and your brand. Second, your advertising isn’t exclusively seen by patients – it’s seen by physicians in other specialties as well, who may want to refer their patients to you. Third, many medical offices provide not only necessary medical procedures, but optional ones too. For instance, a dermatologist may offer Botox® injections along with treating skin conditions, while a general physician may provide weight loss counseling in addition to addressing illnesses. These are all services that need to be marketed in order to spread the word. And finally, the field of marketing doesn’t just refer to advertising. Our team at McCauley Marketing Services can also help with your online reputation management (like finding and responding to patient reviews), internal patient relations, and other measures that help you retain your professional reputation.

  • The answer is to use them very carefully and deliberately. Many marketing professionals simply don’t know what they can and cannot divulge online, and if these people are interacting with your patients on social media or responding to online reviews on your behalf, you have a high risk of problems arising. Our healthcare marketing specialists at McCauley Marketing Services specialize in the medical field and are intimately familiar with how to communicate online effectively while also maintaining patient privacy.

  • Not necessarily. With healthcare marketing in particular, you may be talking about complex and scientific subjects, but you need to communicate them in a way that the average person can understand. Being a competent and knowledgeable physician is one skill, and writing accessible content is a completely different skill. Our healthcare copywriters at McCauley Marketing Services are highly experienced in this unique art, and we always use safe and reliable sources as well as receive input from our clients to ensure medical accuracy and thoroughness.

  • Purchases in the medical field (whether they’re cosmetic or health-related) simply have higher stakes than most other purchases. Your patients truly need to trust you and to feel comfortable in your abilities. Medical marketing needs to convey both your brand and your competence as a practice, hospital, medical supply company, or whatever your healthcare business might be.

  • Healthcare marketing can be done in so many ways, and it’s true that some doctors go about it in a way that diminishes their credibility. At McCauley Marketing Services, we’ve been in the business long enough to have a very strong understanding of how to spread the word about a physician without making him/her look less professional. In reality, many types of marketing aren’t even seen as “advertising,” like having a modern and well-constructed website and consistently updating it with new and relevant information. As a small local company, we’re able to offer all of our clients one-on-one attention to customize a marketing strategy that truly maintains the image you want.

ABOUT US

  • At McCauley Marketing Services, we realize that every medical practice and business is different, so we always sit down with our clients a regular basis to determine exactly where they are and where they want and need to be. Our decades of experience in health care and marketing help us to determine what results are reasonable to expect. Then, using a combination of custom analysis, in-depth market research, on-line analytics, and sophisticated tracking tools, we can determine which aspects of our marketing plan are working and what changes may need to be made. Our company’s mission is to manage and grow the relationship you have with your patients or customers, and the best way to do that is to keep communicating with you at every step along the way.

  • The internet has become the “go-to” source to find out virtually any kind of information, and when people are shopping for services, even vitally important ones like health care, they often look on-line to find what they need. Because people almost always click on websites that are listed within the first few search engine result pages (or SERPs), getting your page ranked well is extremely important if you want patients or customers to be able to find you. The goal of search engine marketing (SEM) is to find a customized combination of paid and content-driven strategies that will increase your web traffic and optimize your search engine result listings. 

  • Absolutely! Even though the internet has become an extremely powerful tool, people still constantly come into contact with print, radio, and television media on a daily basis. The best marketing and advertising campaigns do not focus exclusively on a single aspect of their audience’s experience, but instead adopt a multi-media approach that incorporates many different aspects of that experience for an effect that is far greater than the mere sum of its individual parts.

MARKETING STRATEGY

  • A: Simply stated, marketing research is gathering, analyzing and recording information about your target audience, your business, your competition, and any other demographics that will help you market efficiently. For example, begin with analyzing the overall market and identify who you wish to target. Competition research comes next because you have to know what you’re up against. Once marketing research is complete, then you can proceed with forming and implementing your marketing plan.

  • A: Building a marketing strategy requires a great deal of research, planning and analysis. Successful marketing strategies begin with defining objectives, redefining goals (personal and professional), detailing plans and programs, analyzing market research, and staying within your budget. Once you’ve tightened up your goals, evaluate which mediums (i.e.- print, internet, social media, etc.) will most effectively help your business. Don’t forget to analyze your performance with proper tracking programs to ensure that your dollars are being spent effectively.

  • A: McCauley Marketing Services is a results centered company. While every marketing plan will identify goals specific to their respective business, our constant communication with you will keep you abreast of what progress is being made and what results are reasonable to expect. Our company’s mission is to manage and grow the relationship you have with your clients and to manage and foster the relationships we have with our customers- YOU. Our success is merely a reflection of your business’ success.

  • A: Yes! Printed materials are integral to any marketing strategy. Even if the bulk of your customers come from your website, chances are customers won’t remember that website, or tell a friend about your amazing business without having a written reminder of who you are. The survival of the magazine industry, despite the economy, is further proof that there is power in print!

  • A: If people are spending money on print advertising, it’s probably safe to say it isn’t dead. A general rule at McCauley is “don’t put all your eggs in one basket.” If you spend all your advertising money in one area, you’re probably only reaching one type of audience. Instead, consider spreading the money out over multiple outlets to reach more people. Print advertising done well is not dead; however, it’s important to do your research, finding outlets and creating ads that target your specific audience.

  • A: Creating your company’s own website is a great start, but it’s only the beginning. There’s no point in creating a website if no one can find it or ever sees it. Web building is an ongoing process. You have to get your brand and your website out there to get traffic on your site. Blog writing, social media, webpage content updates, business cards, flyers, etc. are all great ways to get people on your site. Buying advertisements on other websites and submitting information to online directories will also help direct traffic to your site.

BUSINESS COMMUNICATION AND BRANDING

  • A: Marketing and public relations are useful to ALL businesses. As the famous adage states, “A business with no sign is a sign of no business.” You can’t increase the amount of customers you have if nobody knows who you are or what you do. The beauty of marketing and PR is its adaptability and reach. With all of the media outlets McCauley Marketing Service professionals have access to, we CAN reach your business’ demographic.

  • A: You might have heard that about larger corporate centered marketing firms, but the opposite is true of McCauley Marketing Services. Our initial objective with any client is to identify what makes your business unique. Understanding your business’ “personality” helps us construct your one-of-a-kind brand. We foster that image throughout the marketing process to help you gain the consumer attention you need. Also, as a McCauley Marketing Services client, we are in constant communication with you regarding your marketing plan implementation and adjust our actions in conjunction with your feedback and the evolution of your business.

  • A: As we stated earlier, your company’s brand should be a direct reflection of your company’s mission, goals, and services. If your brand and marketing plan are well thought out and true to your company’s values and personality, you should have no trouble conveying it effectively. Unclear branding= ineffective, potentially confusing marketing.

  • A: Texting for business communication should be limited to those individuals you are particularly close with, or those whom you are communicating casually. Detail is limited with texting, so you should most assuredly exclude this method for questions whose responses are very complex or need to convey emotion.

MARKETING WITH SOCIAL MEDIA

  • A: Absolutely! We understand that the world of Social Media, Facebook, and blogging is a little foreign to some. Our on-staff copy writers and computer programmers are extremely well versed in the usage of Social Media Outlets, and understand how to integrate your business’ brand identity as well as your personality so that you are shown in positive light that is attractive to new customers.

  • A: While it’s true that Twitter and Facebook have become the information sharing mainstays for individuals, blogs are vital to businesses. People who know each other personally can effectively communicate in 140 characters or less, but consumers better value businesses that take the time to explain their views, summarize industry news, and thoughtfully respond to customer questions. Blogs allow businesses to establish relationships and brands better than mass amounts of FB messaging or tweet squawking.

  • A: Absolutely! While you may feel “connected” to all your social media “friends,” they are all so inundated by digital messages they probably don’t remember you as well as they should. By meeting a contact in person; you have a bigger opportunity to leave a lasting, human impression. If you run into a potential contact, ask them to coffee or take them to lunch- they’ll remember the time you took to care about their needs by later helping you.

  • A: Yes, LinkedIn is another valuable social media marketing tool for small business. The difference among the sites is the audience. While social media is an ever-changing industry, overall, LinkedIn has professionally minded individuals and companies networking to further their careers and businesses. Therefore, the tones of LinkedIn posts tend to be a bit more formal with more selective networks (i.e. – those you would actually work with/ have worked with).

  • A: Email, while hard to imagine, is the more formal of the two communication methods. Most professionals answer Facebook messages faster than email as it is usually seen as a quick, instant response, but shouldn’t be used unless you personally know the person you are in communication with or the tone of the message is distinctly casual. Additionally, if you choose to correspond via Facebook make sure you are using the correct messaging feature so your correspondence isn’t broadcast unnecessarily.

  • A: Just like any other digital content, Twitter reputation is best determined using sound personal judgment. Daily news organizations, entertainment publications, and industry-specific associations can be particularly helpful.

  • A: No, it speaks a lot more highly of your professional reputation to screen who you are connected with than having to go back and perform damage control on spam or unprofessional material posted by a little known connection. You must exercise good judgment when approving connection requests: the more “friends” and “followers” you have, the further your message reaches, but it may not be worth the time and effort of patrolling these connections if you think they are likely to become trouble.

  • A: No, it’s not a bad thing to network through social media. That’s the whole point of social media, and it can be very powerful. The only thing that can make it counterproductive is losing the personal connection. Being remembered as a profile picture or a Twitter name is not as effective as being remembered as the client who sent the “nice to meet you” letter (hand written, not emailed). Get out there, meet new (real) people, and educate them on what makes your business so wonderful.

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