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= 1498385 1 FIGURE 15.1 Major Marketing Directions 1 / 1 - 100% + Efforts to attract appropriate patients to services Efforts to discourage inappropriate services Efforts to encourage healthy lifestyles Collaboration with physician organizations Service excellence Patient- related marketing Intermediary and buyer- related marketing Provider- related marketing programs ↑ Employee recruitment and retention Collaboration with other providers Direct sales to buyers Intermediary contracts 3871821 1/2 67% + | ඊ 1. According to Pew Research: in 2017 nearly 70% of adults use social media to connect with others, engage with news and content, share information and entertain themselves. Meaning: Doctors and dentists need to be utilizing social media to engage and connect with their current and potential patient base. I % of US ada who at least one social me 2006 Image via Pew Research 2.47% of Internet users search for information about doctors or other health professionals. Meaning: Consumers are searching for your practice locally. Are they finding you or your competition? Invest in local medical SEO. 3. 78% of people searching on mobile devices for local business information make a purchase. (Source Kissmetrics) Meaning: When people perform local searches they are highly likely to convert into a paying customer. Therefore, showing up in their local search query is critical. 4. Social media usage is not just for young adults now, a breakdown of people with at least one social media profile as of 2016: age 18-29-86%, age 30-49-80%, age 50-64 -64%, age 65+ 34%. (Source PEW) Meaning: If your practice serves an older market social media is still an extremely important avenue to reach and engage with those patients. 5.77% of US adults say they now own a smartphone, this is up from 35% in 2011. (Source PEW) Meaning: A solid medical marketing strategy focuses on reaching people on their mobile devices

= 1498385 1 FIGURE 15.1 Major Marketing Directions 1 / 1 - 100% + Efforts to attract appropriate patients to services Efforts to discourage inappropriate services Efforts to encourage healthy lifestyles Collaboration with physician organizations Service excellence Patient- related marketing Intermediary and buyer- related marketing Provider- related marketing programs ↑ Employee recruitment and retention Collaboration with other providers Direct sales to buyers Intermediary contracts 3871821 1/2 67% + | ඊ 1. According to Pew Research: in 2017 nearly 70% of adults use social media to connect with others, engage with news and content, share information and entertain themselves. Meaning: Doctors and dentists need to be utilizing social media to engage and connect with their current and potential patient base. I % of US ada who at least one social me 2006 Image via Pew Research 2.47% of Internet users search for information about doctors or other health professionals. Meaning: Consumers are searching for your practice locally. Are they finding you or your competition? Invest in local medical SEO. 3. 78% of people searching on mobile devices for local business information make a purchase. (Source Kissmetrics) Meaning: When people perform local searches they are highly likely to convert into a paying customer. Therefore, showing up in their local search query is critical. 4. Social media usage is not just for young adults now, a breakdown of people with at least one social media profile as of 2016: age 18-29-86%, age 30-49-80%, age 50-64 -64%, age 65+ 34%. (Source PEW) Meaning: If your practice serves an older market social media is still an extremely important avenue to reach and engage with those patients. 5.77% of US adults say they now own a smartphone, this is up from 35% in 2011. (Source PEW) Meaning: A solid medical marketing strategy focuses on reaching people on their mobile devices

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= 1498385 1 FIGURE 15.1 Major Marketing Directions 1 / 1 - 100% + Efforts to attract appropriate patients to services Efforts to discourage inappropriate services Efforts to encourage healthy lifestyles Collaboration with physician organizations Service excellence Patient- related marketing Intermediary and buyer- related marketing Provider- related marketing programs ↑ Employee recruitment and retention Collaboration with other providers Direct sales to buyers Intermediary contracts
Transcribed Image Text:= 1498385 1 FIGURE 15.1 Major Marketing Directions 1 / 1 - 100% + Efforts to attract appropriate patients to services Efforts to discourage inappropriate services Efforts to encourage healthy lifestyles Collaboration with physician organizations Service excellence Patient- related marketing Intermediary and buyer- related marketing Provider- related marketing programs ↑ Employee recruitment and retention Collaboration with other providers Direct sales to buyers Intermediary contracts
3871821 1/2 67% + | ඊ 1. According to Pew Research: in 2017 nearly 70% of adults use social media to connect with others, engage with news and content, share information and entertain themselves. Meaning: Doctors and dentists need to be utilizing social media to engage and connect with their current and potential patient base. I % of US ada who at least one social me 2006 Image via Pew Research 2.47% of Internet users search for information about doctors or other health professionals. Meaning: Consumers are searching for your practice locally. Are they finding you or your competition? Invest in local medical SEO. 3. 78% of people searching on mobile devices for local business information make a purchase. (Source Kissmetrics) Meaning: When people perform local searches they are highly likely to convert into a paying customer. Therefore, showing up in their local search query is critical. 4. Social media usage is not just for young adults now, a breakdown of people with at least one social media profile as of 2016: age 18-29-86%, age 30-49-80%, age 50-64 -64%, age 65+ 34%. (Source PEW) Meaning: If your practice serves an older market social media is still an extremely important avenue to reach and engage with those patients. 5.77% of US adults say they now own a smartphone, this is up from 35% in 2011. (Source PEW) Meaning: A solid medical marketing strategy focuses on reaching people on their mobile devices
Transcribed Image Text:3871821 1/2 67% + | ඊ 1. According to Pew Research: in 2017 nearly 70% of adults use social media to connect with others, engage with news and content, share information and entertain themselves. Meaning: Doctors and dentists need to be utilizing social media to engage and connect with their current and potential patient base. I % of US ada who at least one social me 2006 Image via Pew Research 2.47% of Internet users search for information about doctors or other health professionals. Meaning: Consumers are searching for your practice locally. Are they finding you or your competition? Invest in local medical SEO. 3. 78% of people searching on mobile devices for local business information make a purchase. (Source Kissmetrics) Meaning: When people perform local searches they are highly likely to convert into a paying customer. Therefore, showing up in their local search query is critical. 4. Social media usage is not just for young adults now, a breakdown of people with at least one social media profile as of 2016: age 18-29-86%, age 30-49-80%, age 50-64 -64%, age 65+ 34%. (Source PEW) Meaning: If your practice serves an older market social media is still an extremely important avenue to reach and engage with those patients. 5.77% of US adults say they now own a smartphone, this is up from 35% in 2011. (Source PEW) Meaning: A solid medical marketing strategy focuses on reaching people on their mobile devices
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