When I needed website changes, I additionally paid a web programmer. When I needed direct mailers created, I had to commission a graphic designer. It may seem unlikely that a doctor’s office needs medical marketing, but even medical professionals are business owners with goals for growth.
Eliminate the Cost of Full-Time Staff Members
Keeping my marketing, design and web programming staff in-house did not make sense when I used the services approximately once a week. I was finding ways to make use of their time rather than needing them each day. Beyond paying a salary, because these people were full-time employees, I was spending thousands of dollars per month to offer benefits. In return I was getting a medical marketing plan that was not cohesive and representative of the industry. I started to question if a public relations firm would be able to provide more resources and expertise. I learned that some public relations firms even offer distinct plans for Medical Marketing, like StevenPR located in the city of Los Angeles. It made sense to explore the options to outsource these responsibilities and pay only when I needed the service.
Stop Working with Freelancers
My director of marketing was knowledgeable in demographics and marketing practices. She brought good ideas for email blasts and web campaigns, but this is where her expertise ended. When it was time to implement these changes to our website, we had to call in a freelance web programmer. The freelancer would not work in blocks less than one hour, so I found myself saving up projects until I had enough to justify the expense. This meant minor changes went undone for months at a time. Furthermore, I found my freelance programmers to be unreliable. Because I have absolutely no programming knowledge, a freelancer could quote me anything he pleased for a website change. I began to question if changing the font on my home page really took 3 hours of work.
Develop a Cohesive Plan
Once I inquired will a full-service public relations firm, they were able to develop a cohesive medical marketing plan for my small business. With programmers, copywriters and designers in house, a public relations firm was a one-stop shop for all of my needs. I was able to cut costs in-house by eliminating the salaries of my marketing team and additionally eliminating the fees I was paying for their benefits. The best part has been the results. With a new team who has the experience to dedicate to higher return on investment, I have seen my organic web results receive a huge boost. I am paying less to bring each new customer through the door which translates into immediate opportunities for business growth.