Borrow this medical practice marketing plan template

When it comes to healthcare marketing, it can feel like trying to do everything at once. Social media, local SEO, websites, blogging — where to start? If you have started digital marketing, optimizing your marketing efforts and identifying strategies for growth can be just as elusive — which is where this medical practice marketing plan template comes in.

Yet, having a healthcare marketing plan has never been more important. According to Tebra’s Patient Perspectives report, 29% of patients have left a practice over the last 2 years. 

The good news is that there are many techniques you can use in your healthcare marketing strategy to retain and acquire new patients.

In this medical practice marketing plan template, we’ll cover everything you need to know to jumpstart your initiatives. This includes setting marketing goals, figuring out a budget, and potential strategies for both new and established practices. 

Whether you have a new, mid-sized, or established practice, this marketing plan has something for you.

The best way to use this template is to read through the following steps and jot down your ideas. You’ll likely be able to fit your marketing plan onto 2 or 3 sheets of paper.

In short, you’ll want to:

Before you do anything, it helps to see what the competition and industry are doing as a whole. You’ll also want to find out what patients expect. 

Specifically, you’ll want to take note of what:

Like with any other endeavor, the first thing you’ll want to do after researching is establish a set of goals. Ideally, you’ll want no more than 1 or 2 goals for a specific time period, such as a month or quarter.

You’ll also want to be realistic about what you can accomplish — going viral or getting on the first page of Google in 3 months isn’t impossible, but it is unlikely, especially for a new site.

Some common objectives are:

Once you have your main goal(s), it’s time to break them down into smaller tasks. For example, if you need to create a website:

Next, assign clear measurements for each goal. For items like “build a website,” it can be as simple as ensuring you meet all the standards for your industry. But for items that revolve around improving SEO, figuring out if high-quality resources work or another ongoing effort, specific metrics help track progress. 

Some common metrics to track are how:

A survey for current or new patients to complete will give you more information about how they found your practice, their experience, and their overall patient satisfaction score. 

Once you decide what you need to get done and how you’ll measure success, decide on a budget. Before spending a cent, you should review the average service costs, including working with a marketing agency or freelancer. Having a set price in mind will make it easier to shift through the options — because there are many. 

So, what’s the golden number? A general rule of thumb is to set aside 5-10% of your revenue for marketing initiatives. Once you determine your quarterly or annual priorities, you can divvy up this amount per task.

Keep in mind, if you have a new practice, you will likely spend most of your marketing budget on creating one-off items, such as your website, branding, and custom photography. After these items are done, you can focus on expanding your spend to growth-based activities, like content marketing or ads.  

Now that you have goals and a budget, where should you start? There are some common and effective strategies for new and established practices alike.

New medical practices tend to have a shoestring marketing budget with a huge list of priorities. Focus on a few core competencies and build your platform up over time. A firm foundation is key to success in the long term, so it’s okay to take your time. Results may not be immediate but will snowball over time. 

So, what strategies make sense? Here’s a mega-list of marketing strategies broken up into bite-sized tasks. 

In addition to this medical practice marketing plan template, consider a few other items for long-term success:

Overall, remember that you’re playing the long game. Marketing can take time to make a difference, but if built correctly, it can sustain your career and serve your patients. 

Part of a successful marketing plan is figuring out what patients expect and want from their healthcare professional. Then you can integrate these expectations into your website and social media messaging. 

So, where can you tap into the insight from this medical practice marketing plan template? You could look through practice reviews from the competitors and see what’s lacking. It’s also possible to make a list of potential improvements from current patients. Or you can review Tebra’s Patient Perspectives report for more in-depth data.