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Top 5 Tips for Writing Physician-Facing Marketing

By The SHSMD Team posted 02-28-2017 06:49 PM

  
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Physician communication is an art, not a science. Luckily, there are some easy-to-implement tricks that can make your physician marketing strategies more effective with this unique and important audience.

Here are our top five insider tips for hospital marketers:

  1. Think mobile first
    Physicians love their mobile devices even more than the rest of us. Physicians are busy during the day and tend to catch up on news and messages on their Apple or Android devices rather than a desktop. Succinct and approachable messages, designed for mobile viewing, resonate well with the physician community.

  2. Keep it real
    Other physicians do not want to hear about the latest awards your institution won or the fancy new imaging center that was built. Share information on why you’re providing the best possible care for patients and why you won the awards. New clinical trials, cutting-edge procedures and innovative approaches to cases are all captivating physician marketing contenders.

  3. Dangle a carrot
    Choose content that is highly relevant to your audience and has an immediate call to action. For example, invite other physicians interested in heart failure to your nationally ranked transplant center for an exclusive CME event. Or reach out to those planning to attend an upcoming conference with some of your physicians. This results in both a thoughtful introduction and the possibility of an in person meeting.

  4. Find common ground
    Physicians love to connect with folks when they have a common bond. Have a neurosurgeon who speaks Spanish? Try connecting that physician with neurologists in your area who also speak Spanish. The same goes for where a physician trained...have a fellow alum reach out and say hello!

  5. Make it snappy
    Physicians are busy and will likely read your message on their mobile device. Don’t use three words when one does the trick and keep it short and sweet. Be sure to include a mobile number or back office phone line for referrals - other physicians will be respectful of it and appreciate the time saved from navigating your call center.

By Sara McCulloch | Posted February 28, 2017
SHSMD Member
Director of Marketing, Hospital Solutions
Doximity
smcculloch@doximity.com
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