Better to Do Something Imperfectly than Nothing Flawlessly

April 26, 2017 in Email Newsletter Subjects, Home Health Brochures, Home Health Marketing, Physical Therapy Brochures, Physical Therapy Marketing by Brazzell

Better than Nothing: For busy administrators and practice managers, an easy mistake to make is failing to execute a strategy because you are planning something better or, worse yet, something perfect. This is especially applicable for small practices with tight budgets and managers wearing multiple hats. Healthcare procedures often need to be conducted perfectly. Business procedures are different. Business procedures need to be conducted profitably. If not now, there was probably a time in recent memory when you had a business procedure planned, and considered delaying it because you thought you could do it better, later. “Could I potentially do this better if I had more time?” is not the question busy executives can afford to ask themselves when reviewing marketing plans.
…read more

Marketing to Doctors: Mail vs. Email

April 19, 2017 in Email Newsletter Subjects, Home Health Marketing, Home Health Newsletters, Physical Therapy Marketing, Physical Therapy Newsletters by Brazzell

Home health agencies, hospice agencies, and physical therapy practices have so much to gain from physician referrals that regularly scheduled marketing communication with them should be a core component of all marketing plans. We periodically receive the question of whether mail or email is better for this marketing. For established agencies and practices, postal mail wins. Here's why email doesn't work in this specific situation. We cannot provide you with a comprehensive list of email addresses for doctors in your community. Most agencies similarly cannot provide us with such email lists. Even our hospital-based home health clients are barred from using the company email list for email newsletters. Even our clients who can provide a number of emails for doctors
…read more

Which EHR are Doctors Using? Matching EHRs as a Marketing Tool.

April 12, 2017 in Email Newsletter Subjects, Home Health Marketing, Physical Therapy Marketing by Brazzell

More and more, home health agencies are noticing that doctors and discharge planners show preference for home health agencies using a compatible electronic health records software (EHR). When everyone can more easily connect, it makes referrals and care coordination easier. This being the case, choosing an EHR becomes a marketing decision in addition to a management decision. This past March, SK&A published a report showing the physician market share of the top 20 EHR vendors. [Click to Download]  The top EHR vendors for doctors include Epic, eClinicalWorks, Allscripts, Practice Fusion, and NextGen – in that order. Epic holds a 13.54% market share with doctors. Unfortunately, the 579 EHR vendors who did not make the list hold 27.03% of the market
…read more

Advertising to Doctors: Facebook versus Direct Mail

April 5, 2017 in Email Newsletter Subjects, Home Health Marketing, Home Health Newsletters, Physical Therapy Marketing, Physical Therapy Newsletters by Brazzell

April 5, 2017: With the exception of local medical journals available in a handful of markets, there are only two cost-effective ways to advertise directly to doctors: Facebook and direct mail. Here, we quickly review the strengths and weaknesses of each, so you can better manage your marketing mix. For an established home health agency or physical therapy practice, direct mail will be more likely to produce a larger return on investment than Facebook. For community-based and outpatient healthcare providers that have not yet developed a physician-referral base, the math flips and Facebook becomes the winner in a head-to-head comparison. However, the more important message for established home health and physical therapy providers is that physician referrals are so important
…read more

Website Resources Pages Are Often Strategic Errors

March 22, 2017 in Email Newsletter Subjects, Home Health Websites, Physical Therapy Websites by Brazzell

Agencies and practices spend hundreds to thousands of dollars driving traffic to their websites, and then they have a page on the website dedicated to making customers go somewhere else. They call this page the resources page. They do this in an effort to make the company website of greater use to visitors. Experts have even written articles on how every website should do this, but your website should not do this. If your website has links that direct visitors to other websites, let's fix this. We want visitors to explore your website, not explore the internet. You can use one or all of the following solutions: Brazzell's Health Information Library We can put more than a thousand authoritatively sourced,
…read more