Private Practice/Small Business Marketing

A prominent sleep medicine doctor launched a boutique, concierge sleep medicine practice, complete with a state-of-the-art, contemporary, well-appointed sleep facility. She needed to scale her business up quickly as her services and team expanded. We had worked closely together for years in patient recruitment and marketing, so she knew who to partner with again for immediate and real results.

Setup & context

Setting up logistics and processes in a small business is no small task. She had technical processes secured, but needed a strategic marketing plan, boots-on-the-ground knowledge of the local clinical care landscape, and the ability to implement plans.

The challenge & problem PROCESS

A comprehensive analysis identified challenges including uncertainty of referral sources, difficulty making website edits, and not enough knowledge or bandwidth to market strategically to continue to scale up. The marketing and workflow processes needed to convey the personality of this boutique brand and reflect the white-glove care that patients receive. There was no central location for marketing assets, standard operating procedures, other vital business operating information. There was no dedicated marketer/patient recruiter to focus on the cultivation of referral sources and becoming a known entity in the community.

I analyzed business and marketing operations, and identified touchpoints for process improvement in efficiencies and excellent customer care. I created systems for regular data collection and engagement with patients.

Launch, impact, results

Consolidated business and marketing assets for easy and secure access in cloud-based system at a reasonable price point. I ported the website to an accessible platform for easy and quick edits.

I evaluated all referral sources and current processes. I Identified ideal clients and ideal client flow. I Inserted opportunities for excellent customer service throughout each point of interaction.

I created a comprehensive digital strategy, maximizing SEO, and strategic website positioning of white-glove medical care. I created social media campaigns and messaging in influencer spaces..

I launched community engagement with authentic, trusted partnerships with local businesses for referrals using a strategic comprehensive plan for high touch, high value outreach and continued engagement.

The strategic plan included becoming a valued source of added value to the medical and behavioral health community through educational events, wellness partnerships, media pitches, and other community events.

These changes ensure a healthy business model and patient flow for private pay patients without the hassles of health insurance paneling.