Dermatologist Furner had been in practice for many years when she decided to stop taking all insurance except Medicare. Even though her schedule was booked out a few days in advance, Medicare had become an even-larger percentage of her practice. It had grown from 10% to 25% in just a couple of years and that trend was likely to continue until Dr Furner attracted more cash-based patients. She wanted to bring in more revenue by expanding the cosmetic side of her practice.
With more than 10,000 patient charts, a loyal patient base and a great reputation as a clinician, Furner should have been busier. However, few referrals were coming from other physicians as she didn't accept insurance.
She took the help of a healthcare marketing agency that created a branding strategy that focused on Furner as the clinician of choice for 'beautiful skin' procedures and generated word of mouth patient referral and the reactivation of former patients. More than 80% of Furner's patients had private insurance however would have to pay cash upfront and most likely higher deductibles if they're reimbursed. Her strategic marketing plan trained eyes on drawing well to do patients who were willing to shell out a premium for an elite doctor and an exclusive experience. Cross-selling new services to present patients was an important strategy for building the cosmetic surgery side of the practice. Elements of Dr Furner's campaign covered:
• Promotional practice brochure
• Reactivation package
• Message on hold
• Posters
• Staff training
• Results
Furner was so pleased with the results that she is once again turning to the healthcare marketing agency to help her. This time, her main goal is to set up an Internet presence with a similarly branded doctor website that maximizes exposure
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