Marketing Your Practice: Who Cares?

As the transition to digital media has changed the patient acquisition paradigm over the past several years, the days of relying on advertising your practice in the local newspaper or other broad advertising efforts to attract patients are well and gone.  In 2016, it is more important to define your target patient demographic than it is to take out a half page in the weekly newspaper.   Identifying your ideal patient demographics is imperative for the financial sustainability of your practice.

The question that needs to be asked before engaging in any form of medical marketing is,  “who cares?”

The Importance of “Who Cares?”

The “who cares” refers to the intended audience of your marketing and their actual interests.  Also, what type of patients are most beneficial to your practice?  If your practice is focused on sports medicine, how are you engaging the weekend warriors?  If the your practice is focused on joint replacement, how are you engaging the baby boomers?    

In most instances, practices will place a general advertisement in the publication or outlet with the largest readership.  The thought being that the more people who see this ad the more chance there is for a response.  Wrong.

What broad advertising does not allow for is the creation of specific messaging and psychographic factors that dictate decision making.  The elements that attract men to a physician are different than what attracts a woman. The concerns and expectations of a man looking for an orthopedic surgeon may be different than a woman.  How is your advertisement conveying an understanding and identification of these concerns?

Demographic Targeting

Gold Medical Marketing has always believed strongly in the principles of demographic and psychographic marketing.   Through demographic research, specific outlets can be utilized to convey unique messages to different audiences that speak to the interests and concerns of that audience. Although the age range of patients within a practice can vary, it is undeniable that certain patient demographics make for better cases and better reimbursements.

For instance, if a practice is looking to increase the volume of patients with rotator cuff injuries, there is a definable audience for this based on incidence of injury among genders and age groups and behaviors.  How is your marketing targeting those groups?

If your practice is looking to increase the volume of spine surgical cases, there is a definable audience for this based on incidence of injury among genders and age groups and behaviors.  How is your marketing targeting those groups?

Print Advertising

A recent study showed that only about 20% of Americans under the age of 65 years old read a printed newspaper each day, while the other 80% utilize some form of mobile or electronic device for news.  This is not to say that traditional or print advertising no longer has its place, but a far more effective strategy is to utilize niche publications that fit the demographics of your audience.

Also, many print publications have adopted the shift to digital media and are allowing advertisers to place sponsored content or native advertising to their site.  This form of advertising is far more effective, as certain demographics can be chosen for advertising, and far more cost effective.

Social Media Advertising

The ability to use data and social habits to target users on social media has improved exponentially over the past several years.  This, coupled with the increased time spent on social media daily, makes targeted social media advertising a necessity.  In fact a recent study showed that:

  • 18-34-year-olds report spending 3.8 hours per day on social media
  • 35-49-year-olds report spending 3 hours per day on social media
  • 50-64-year-olds report spending 2.4 hours per day on social media

Creating a social media advertising plan should consist of both targeted ads and targeted content that reflects the interest of the desired patient demographic.  For instance, Facebook advertising allows ads and content to be shown to users based on over 15,000 data points, including:

  • Location
  • Gender
  • Age
  • Job
  • Interests
  • Internet Search History
  • Income
  • Lifestyle
  • Purchasing Habits

What this translates to is the ability to target several potential patient populations individually and serve ads and content that reflects solely their interests.  The goal is to have potential patients engage with your ads that direct back to your practice website.  This creates authority as well as trust between your practice and the potential patient.


Gold Medical Marketing prides itself on our ability to generate patients for our clients using the most effective Medical Marketing and Public Relations strategies. Our experience, knowledge and understanding of patient behavior makes us the most successful Medical Marketing and Public Relations company. 

We specialize in Medical Marketing and Public Relations for Spine, Orthopedic Surgery, Neurosurgery, Multi-Specialty Practices, etc. Our clients have seen their practices grow using a variety of Medical Marketing and Public Relations strategies. Unlike other companies, we are exclusively in the medical field and do not make the mistake of marketing your practice like a retail product.

Gold Medical Marketing offers NO COST MARKETING EVALUATIONS, wherein we will objectively evaluate your current marketing efforts. The goal of this is to highlight areas in need of improvement as well as areas where money may currently be wasted.

Contact us today to set up an evaluation.