Why Health Care Providers Don’t Advertise

Posted September 10th, 2009

Conventional wisdom says its tradition which prevents health care providers from advertising their services. Truthfully, it may be simpler.

By Mike Keesee.

In the pioneer days a new doctor would come to town, “hang out his shingle,” and the resultant word-of-mouth in the community was enough to keep him gainfully employed for the remainder of his life.

In many communities it still works that way. In those communities there are more people looking for a primary health care provider than there are doctors willing to accept new patients.

Not all doctors, however.

Not all dentists, or optometrists, or chiropractors, or physical therapists, or nurse practitioners have a waiting list of new patients, hoping to become “accepted.”

At a meeting with a television sales staff yesterday I was asked if professionals (other than personal injury lawyers) ever advertised their practices? I had to admit that it’s not common. But, the problem, as I see it, isn’t tradition. The problem is communication.

Health care providers tend to be scientifically-trained, analytical, rational, left-brain thinkers. The nature of their professions requires them to critically examine the clues and deduce the optimal treatment.

Marketing? That’s persuasion. That’s an intuitive, perceptive, emotional, right-brain process. Its a way of thinking which runs counter to a health care provider’s mindset.

And when effective salespeople talk about “advertising,” they know that people make decisions emotionally, then come up with a intellectual explanation for the purchase later. Naturally, the salesperson uses emotional reasoning. Just as naturally, the health care provider is making a rational decision.

The doctor asks a rational question:

“If I spend $2,500 on this advertising schedule, how many new patients will I get?”

But the salesperson responds with an intuitive answer, “If you don’t spend the money, how many new patients will you get?”

Since they’re obviously not communicating, no sale happens. No advertising is run. And the doctor still wonders how to effectively (and ethically) attract new patients and grow his practice.

I’d recommend that he start by reading a white paper written by my friend, and colleague, Chuck McKay. Its called Marketing P.A.I.N. for Health Care Professionals - How to Overcome the Four Biggest Mistakes in Health Care Practice Promotion.  It’s available as a free download.

Chuck spells out in left-brain, analytical, rational terms exactly what will cause a potential patient to even pay attention to a health care provider’s marketing messages. He explains which media strengths are most effectively applied at different stages of the buying process. And, he details exactly how much media coverage is necessary to help the doctor’s message “stick.”

The average health care provider will find hard numbers and science to make the advertising decision more analytical.

Oh, and be sure to download the companion case study, Dr. Newcomer’s Flyer. Seeing the Marketing P.A.I.N. concept applied ties all of the information up in a nice, easily understood package.

If you know a health care provider, bring this paper to his, or her, attention.

If you’re a media salesperson, steal these ideas. Use them. The more you learn about marketing, the more effective you become for your clients.

And that leads directly to increased sales for you.

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“Why Health Care Providers Don’t Advertise” Copyright © 2008 Michael Keesee.

Michael Keesee is an accomplished marketing strategist and public speaker. He is known for his ability to find proven solutions to business problems in non-related industries. He is a contributing editor to American Small Business.