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MARKETING


Embrace search engine optimiza- tion (SEO). A hugely popular method for patients to gather information on potential surgical facilities involves searching online. By using certain keywords related to your business— common keywords include locations, surgery types, health conditions and so on—in online articles, blogs and other digital promotional materials, your organization can ensure that its name pops to the top of any search query. While you may be able to guess the words that would resonate best, using tools like Google Key- word Planner also can be beneficial.


Continually monitor marketing program performance. To verify your marketing program is accom- plishing


its goals, it is important to regularly monitor how well spe-


Marketing should not be a one-time push, but an evolving, living, breathing program.”


—Robin Ntoh, Nextech


cific interventions generate referrals. Running reports through your prac- tice management or marketing solu- tion can show how many patients booked appointments, surgery, etc., as a result of specific efforts. By entering the costs associated with an initiative into the system, you also can quantify each program’s ROI, allowing you to accurately determine the cost-per-patient lead and whether


a marketing outreach campaign is worth continuing.


Data Helps Chart the Course The key to making decisions that gen- erate cost-effective and high-perform- ing marketing is robust data. With- out information, an ASC might focus on activities that fall short in deliv- ering leads and miss opportunities to grow the organization. By using marketing tools that effortlessly cap- ture and communicate relevant infor- mation through electronic medical records and other patient data, orga- nizations can easily design activities that encourage new business.


Robin Ntoh is a senior professional services consultant at Nextech in Tampa, Florida. Write her at r.ntoh@nextech.com.


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ASC FOCUS OCTOBER 2019 | ascfocus.org


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