How would you market to physicians with the aim of increasing online appointment closings?

What do you mean, innovate?

YouTube and Instagram would be a good way to market. I say that because I follow a few doctors with YouTube and Instagram accounts because they always post videos with helpful content. Also I'd like to add out of personal experience, that I've tried to make some appointments online before with doctors and even through video calls are a good option, they aren't always convenient since it's more difficult to be at your computer looking presentable on camera (especially when you're sick) with a noisy busy background, and so perhaps you could also offer phone appointments? I found them super convenient and helpful during the middle of Covid. Now almost every place only does in person or video appointments, which is good; don't get me wrong, but I think just to have that added option of phone call appointments would give you a competitive edge. Hope this helps!

@DoctorLuiz,

Let's talk about generating more appointments.
• After all, doing something unique in the telemedicine space is an ENTIRELY DIFFERENT, REALLY CHALLENGING thing to do right.

--> In this regard, really getting to know your target audience counts most ...

• WHAT are they looking for? What do they want to learn about? And which of those things would compel them to book an appointment with the author whose content they're currently viewing?;
• WHERE do they hang out on the Web to look for and discuss these things with like-minded individuals who share the same concerns?; and
• HOW can you grab their attention and compel them to check out and share the stuff on your Web properties and social media pages?

And once you really know your target audience -- You'd most likely have much better answers / strategies / techniques for those questions.

Best of luck!

Do doctors read blogs?

Probably not marketing blogs. But I do have cosmetic surgeon clients, and the smart ones have figured out that they need a marketing machine to be bringing them a stead flow of leads.

In addition, something has to be done to accelerate the buying process. That lead has to be excited. Otherwise, they'll stay scared and won't make a decision.

An appointment with a doctor has to be based on more than, "Hey, book a call".

Doctors are human beings, and therefore can be found on facebook. They do respond to relevant ads.

But you have to Stand Out. (Rule #1 in marketing).

First, I would look to understand what triggers exist that demonstrate a doctor is willing to look at new marketing methods or something as specific as improving their showup rate.

Then I would create advertising that talks about that problem and their understanding of it, in their language. I would show them there's a path to doing better. And to get it, they have to talk to you.

Then I would test it on different platforms where doctors are likely to be.

You could try cold outreach but I have found a) the receptionists at doctors offices generally do not understand or care about marketing, and are more focused on protecting their employers' time from what they think are time wasters... and b) the whole process flows much better when it's * their * idea and not yours.

If you can find someone who already has a list of doctors, especially doctors who have demonstrated they are BUYERS, that is a valuable joint venture source.

Remember that you always have a cost of customer acquisition. You are paying that cost in one way or another: whether it is in your expensive but typically not seen time as a keyboard warrior...or a commission to a joint venture partner. I run into people every day who do not understand this, and come at the sales problem from a poverty mindset. They do not know that their time, if it is worth a paltry $200/hr as a business owner (and it should be more like $500+), they are spending at least 3 hours getting a lead to talk to them and that is $600 ... multiply that by 2-5 leads to get to a sale and we're at say $600 X 4 = $2400 COCA. Whatever your lifetime customer value is, wouldn't it be better to pay $1000 in joint venture commission and have the much easier time of knowing you're already talking to proven buyers?

This is a mindset thing much more than an offer thing. Figure out how to get in front of more buyers now, rather than the specifics of the offer. You'll learn more, faster.

This is the post-covid age. Zoom calls are now the norm. If you have a business that is comfortable with in-person closing, simply switch the model to closing by zoom (or heck, even Google Meet, that's free).

Tele-medicine is now commonplace as well. Again that means you can have clients anywhere in the world and simply use zoom (or Google Meet) to speak to them and do your consultations.

That only leaves payment, and for that you can use a payment processor for how you charge. Stripe or something like it if there is a monthly "membership" charge. Or else Square or something if you take payment each time when you provide the service.

This way you are sticking with the basic business model that has succeeded and simply adapted that model for the internet.

Hope this helps.

Facebook ads ads will help quickly enough

I guess my first question was why is the business closed for in person visits? Your first thought is COVID, but with most businesses not having those issues anymore my other thought was financial issues.

If the reason the business is closed for financial reasons, then I am not sure an online business would be the way to go. Tough to evolve into something else if the business is closed for a particular reason that you might run into online. I am just confused there I apologize.

I will try to answer the question anyway.

Before you innovate, which is always a good thing, why not start small. Since this is your first time moving online, why not learn how Doctors are already doing it. Research to your hearts content with other healthcare professionals who already created a successful online presence, and I am sure will be willing to help since the healthcare industry is there to help and not ran like a wall street business where people won't be as willing to help.

Whether it's just taking video calls online, or just putting up a web page, you just want to start simple and see how it increases revenue. If you want to expand the business, then starting small is still an expansion. Then you can grow from there that way you are not putting too much burden on yourselves and your business. If you fail it will be a small failure, but most likely you won't since your business is good already. You're not putting all your eggs in one basket on a big project with a higher percentage for failure since its innovative. Potentially you've wasted precious time and resources when you could have just started small.

As the small expansion explodes into a bonafide online presence, then you can start thinking about innovative ideas. Even then those innovations might fail but at least that failure will be minimal and you're not hurting the business at all and not wasting much time.

Come up with ideas by asking what other doctor offices or medical researchers tried to do in the past. Or maybe collaborate with them and work together on an innovative project that you guys brainstorm on. Usually the best ideas come from your customers or patients. See what they may have been complaining about or changes they may have suggested and see what kind of online solutions can play out in that area or areas.