While clients save money by spending it more wisely on business-driven, effective campaigns which allows healthcare providers to invest the savings towards patient care. This way you not only save the healthcare provider money, but perhaps improve the quality of healthcare for their patients as well.
New York, NY (PRWEB) July 1, 2009
Abe Kasbo, CEO of Verasoni Worldwide, the parent company of Cambridge MedCom estimates that the average medical or dental practice spends approximately $50,000 per year in marketing costs, and hospital marketing budgets can range from $500,000 to several million. "We're in a new world of engagement, not advertising. Our clients know that they are no longer in control of their brand, their patients are now in control. So how do you engage these folks?" Physicians, and dentists hire highly specialized marketing experts like designers for brochures or programmers for the web, who are good at what they do, but do not necessarily understand how to attract new patients," says Kasbo. "In addition, we find medical, dental and hospital professionals usually expend their budget on tactics, rather than campaigns that are directly to business plan, leaving them with little to no return on investment. Cambridge MedCom helps healthcare professionals increase their business footprint, and save precious dollars by developing and executing integrated marketing plans, utilizing the internet as the center of their clients' business universe."
Physicians, dentists, and hospitals as well as other healthcare professionals continue to rely heavily on advertising, and are slow to adapt to the rapidly changing new media realities that can be leveraged to attract new patients, keep patient engaged with their brand. The Internet has changed the economics of healthcare marketing and radically impacted pricing on media buys, the ways people shop for healthcare services, and the way they interact with a healthcare brand.
Unfortunately too many medical providers are unaware of how this affects their bottom line, or they may not understand how to take advantage of the new opportunities. "All too often healthcare providers market without strategic plan, physicians and dentists are busy doing what they do best, which is providing patient care. They often "drop marketing bombs" by using singular tactics, which are very difficult to measure, and imprudent because you only have one data point to work with. For example you can't just jump on Facebook and expect it to be effective by itself, because it's about developing and sustaining a relevant network on Facebook. In addition, Patient behavior tells us that people will join relevant social networks, but will go to the group's main website, and if that's not up to par with their expectation, then they will do two things, leave your group, and not do business with you because of your website. So because your website does not speak appropriately to your market, you've rendered your social networking efforts useless," Kasbo states. Kasbo maintains that although online communications are now making a greater impact, the right media mix also encompasses vital offline communications and strategies, including a move towards patient engagement, and away from stale advertising techniques.
"The benefits of engagement are two-fold," says Kasbo. "While clients save money by spending it more wisely on business-driven, effective campaigns which allows healthcare providers to invest the savings towards patient care. This way you not only save the healthcare provider money, but perhaps improve the quality of healthcare for their patients as well."
Cambridge MedCom develops personalized plans for each practice that integrate all aspects of online and offline communications. The vital media mix will lead towards strong, strategic campaigns in which each marketing tactic complements works within an integrated plan.
The company believes that their plans will help redirect the future of healthcare marketing to be more beneficial for the patient, and not just the business. Cambridge MedCom's practice has proven effective in the case of a plastic surgeon that previously overspent on advertising. Using Cambridge MedCom's plan, the company was able to cut costs by about 25% and increase his exposure through a tailored integrated plan of Web, social media, advertising, public relations and events. Cambridge MedCom was able to increase the doctor's business by 12% while saving him approximately 25%.
Another individually tailored case involved a pain management practice whose campaign costs were cut by 1/3 and incorporated physician networking events to meet referring physicians. Kasbo points out that while the events required more effort than simply advertising, the return on investment was greater, thus driving the cost per effective impression down, and the return on investment up.
Plans developed by Cambridge MedCom begin with strategy as a foundation, and are supported by strong tactics. Cambridge MedCom firmly believes in this strategy-based model due to the truth that tactics are dispensable, while strategy is not.
About Cambridge MedCom
Cambridge MedCom, a division of Verasoni Worldwide, is a leading healthcare marketing communications firm serving hospitals, medical practices, dental practices, medical device makers, healthcare professional services firms, and alternative medicine practices. For more information about Cambride MedCom visit http://www.cambridgemed.com.
Established in 2005 by Abe Kaso, Verasoni Worldwide is a leading marketing, advertising and public relations firm located in Little Falls, NJ. Verasoni provides integrated marketing to industries such as healthcare, financial services, hospitality, media, professional services and government. For more information about Verasoni Worldwide please visit http://www.verasoni.com.
# # #