SpineMark recently hosted a webinar titled "How to Effectively Market Spine Centers and Spine Surgeons." The program featured Marcy T. Rogers, M.Ed., president and CEO of SpineMark, who shared tips on effectively creating a marketing plan for spine centers and spine surgeons. Launching an effective marketing strategy for spine centers has become more important now than ever, she noted. The market is becoming increasingly competitive, reimbursement rates are declining and negative press surrounds many spine procedures. "As part of a spine center program, you need to be able to attract the kind of patients you want to your center," said Ms. Rogers. A successful marketing plan will highlight your center's specialties, procedures and surgeons to attract patients. Here are six key points about spine center and surgeon marketing Ms. Rogers raised during the program.
1. Develop an "effective" marketing plan. If a marketing plan is to be effective, it needs to be strategically planned from its inception through its execution. "Marketing is not an event; it is a process," said Ms. Rogers. A budget and short- and long-term strategies should be established. The plan needs to be set on a deliverable timeline. Your marketing plan should be designed to promote your center within target markets. In addition, you should make an effort to educate your target markets about the latest advances in the spine industry.
It is essential to realize the importance of an Internet and social media presence. "Social media needs to be adopted as a very integral part of keeping in touch with patients," said Ms. Rogers.
2. Grow local and regional presence. The first step of a marketing plan is reaching out to the markets closest to your center. Centers need to determine where their patients are coming from and focus on building this base. Who are the leading primary care specialists in your local and regional area? What are the athletics groups? Connect with these specialists and groups, and build relationships. These are two excellent referral sources, said Ms. Rogers.
Spine surgeons need to understand how they are perceived in local and regional communities; reputation as understood by the surgeon could be different. "Identifying patient satisfaction of your services is very important for growing your presence locally," said Ms. Rogers. Gathering and presenting quarterly data is one way to assess patient satisfaction and the success of your marketing strategies. Data can show you where your center is drawing business from and can be used to build your surgeons' reputations. Data can also help to drive your marketing presence. "Right now, insurance companies are looking for data. Data is driving referrals and reimbursements," said Ms. Rogers.
3. Focus on a national and international presence. Once your center has built a local and regional presence, you can begin looking to expand your patient base to the national and international levels. "It starts as simply as setting up a travel program," said Ms. Rogers. The market for medical tourism has grown dramatically in the last 10 years, making this an opportune time to start a travel program at your center. Surgeons can begin by traveling every four months to a hospital in a different part of the United States or in another country. Surgeons can work with and educate these teams to open a line of communication between your center and different healthcare facilities. This can drive referrals and give your surgeons and center a reputation on the national and international levels.
Since insurance companies are more frequently looking to place patients in locations outside their home area, it is crucial to create your center's image as a desirable travel destination. Offer concierge services and facilitate as many aspects of a visiting patient's stay as possible.
4. Connect with key markets. An effective marketing plan will identify the key markets to pursue. Spine centers are finding success in the employer, third-party payor, niche and consumer markets. Spine centers should find industries that carry a risk of back injury and reach out to employers in these areas. "The employer market is a very large opportunity for spine centers," said Ms. Rogers. These efforts can help open lines of communication for referrals and the possibility of contracted business.
The unique, niche market of robotic surgery has become attractive to insurance companies. This is another way spine centers can differentiate themselves and seek to serve a specific market.
Adopting an attitude of complete transparency is one of the best ways to cater to your specific markets. "One of the initiatives we highly recommend is quarterly white papers on patient outcomes," said Ms. Rogers. Education is a vital aspect of your marketing strategy, which is particularly important for third-party payors. Spine surgeons can explain the training they have received, new advances in the field and what a payor should be looking for to determine when to cover procedures.
5. Understand what makes a marketing plan successful. A successful marketing strategy will generate new referrals, increase revenue and create a brand that identifies your center as an attractive destination. An effective marketing plan must continually evolve. "It is a living document," Ms. Rogers explained. The plan must also include a means of measuring progress. "All variables need to be tied into a tool that measures your goals and objectives for your marketing plan," said Ms. Rogers.
6. Avoid mistakes and oversights. The most important mistake to avoid is a lack of communication. While a central marketing team will most likely be responsible for drafting and implementing the plan, the whole team, from staff to surgeons, should be on board. "It has to become a part of their culture," said Ms. Rogers.
Another mistake to steer clear of is relying too heavily on advertising. A marketing plan built around heavy advertising will likely struggle and fail to generate the desired patient type.
To access a complimentary recording of the webinar, click here.
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