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Harnessing The Power of Moms For Marketing and Growing Your Local Physician Practice

  • By Lindsay Rosasco
  • 30 Nov, 2018

When it comes to choosing a pediatrician for your children, it’s not as simple as doing a quick Google search. After all, your child’s doctor will help you through everything, from those first worrisome newborn months through the uncertain teenage years, and everything in between.

As a doctor, you already know you’re living in a competitive space; with hundreds of local options for parents to choose from, how do stand out? And more importantly, are you overlooking the powerful and often untapped potential of growing and marketing your physician practice? How, you may ask?

Simple. Through moms.

That’s right, not only do moms hold power within their households and families, but they hold the ultimate answers you’re looking for. If you don’t know how moms are choosing their pediatricians, how can you market to them?

We asked 25 moms about their choice so you can learn from them and grow your practice through the power of moms.

  1. Lauren, blogger at My Plot of Sunshine: I chose my pediatrician primarily based on my friend’s recommendation and also the doctor had a good reputation. Mothers absolutely have power in helping doctor’s practices grow because most moms trust their mom friends to give them good advice and recommendations.
  2. Lindsay, blogger at It’s Simply Lindsay: I went to the pediatrician I went to since I was born because he is deeply ingrained in our family. However, in general, I’m very active in community and mom Facebook groups and ask for recommendations on a weekly basis for everything from medical advice to what’s your favorite XYZ?
  3. Fatima, blogger at Motherhood Through My Eyes: When I was choosing my child’s doctor, I read reviews and asked around in local Facebook groups. Moms’ experiences are important to other moms - you want to know you can trust the doctor with your child’s life.
  4. We wanted to stick with the medical group that my OB is through. I liked that they are internal medicine doctors and see adults as well so we call use them for the whole family. They are close to home and I love the after hours and immediate care options also.
  5. We wanted to be able to see the same doctor every visit. I Yelped various offices and searched Mamatribe [Facebook group] until I found an office that was able to do that.
  6. I actually asked my OBGYN and love the person they recommend to us.
  7. I chose based on the hospital affiliation, reviews from parents, and location. I asked some friends for recommendations, too.
  8. I took a coworker’s suggestion since I knew the insurance would cover that doctor.
  9. I asked around when we moved to a new area. My mom’s work friend provided a name; it turned out a lot of people recommended same doctor, too.
  10. It took me 3 different practices to find the right one. It wasn’t until I went with referrals that I got it right. Third time’s a charm.
  11. I interviewed 3 that came highly recommended to me from local moms, then picked our favorite
  12. Honestly, we have the same pediatrician as my OB. She recommended our ped, and wouldn’t you take your kids to the doctor your own doctor uses for their kids? I interviewed her of course, but it was a no-brainer. Location. Hours. Emergency Operations. Separate well-visits vs sick-visits. All of the above.
  13. I chose based on reviews from other parents and location.
  14. I made a meet and greet appointment based on recommendations from a moms Facebook group. I decided mostly on how I felt and how the office looked if he would be my pediatrician.
  15. We looked at how off hours were handled (i.e. Do they charge for phone calls? Were there sick visits?, etc.)
  16. Our doctor has sick visit hours every day from 8:15-9 a.m., and that's what sold me!
  17. We had a doctor picked out after doing some research and asking friends for recommendations.
  18. I chose based on a recommendation from a friend.
  19. I choose someone who agrees with my philosophies on breastfeeding and bedsharing.
  20. My pediatrician is in the same group my husband and I see as well as my OB. They were also my nieces and neighbor’s doctors, so that made me feel confident in my choice.  
  21. I asked on a mommy post on Facebook for recommendations and then went to their websites to do my own research.I looked at mission statements and the local recommendations before requesting an appointment to interview the doctors before my son was born.  
  22. I went with the same practice I went to as a child.
  23. Availability on weekends if my child became sick. That’s why I chose my medical group.
  24. Convenience and reviews by other.
  25. I wanted somewhere close and convenient, with sick visit hours- after hours and weekend clinic for sick visits

Summary

  • Parents choose doctors based on local reviews and friend’s recommendations

  • Facebook groups are crucial for moms to swap reviews and plug their doctors

  • Location and after hours care is important

  • Moms took recommendations from their OBs

  • Parents stick with practices they are a part of or went to as a child

Major takeaways

What does this mean for you and your physician practice? It’s time to start getting social - let your patients know through signage, your website, and word of mouth that you’re on Facebook or Google Business and encourage them to write reviews for you. You can even offer incentives for it.

You already know the importance of bedside manner, but we can’t stress this enough - the impression you make in the office is a lasting one. Moms love to talk about their experiences online and in person, so make sure everyone from receptionists and scheduling to nurses and doctors are on board with best practices of service.

Take the opportunity to network with OBGYNs; moms trust their expertise and recommendations.

Look at your hours, scheduling, and policies from a parent’s point of view - are you hitting marks for convenience and quality service?

Don’t overlook the power of moms in the neighborhood and on social media; tap into their networking sources by providing the best service and encouraging them to share their experiences through Google and Facebook reviews.

By Lindsay Rosasco 17 Oct, 2018

While everyone else is gearing up for fun, festivities, and the much-needed downtime the holidays bring, as a medical practice owner, the holidays often mean longer hours, from winter sickness to pampering yourself at a medspa. It’s time to bring in the holiday cheer to your practice, making it a warm, inviting environment for both staff and patients alike.

You can decorate your office seasonally around the holidays without excluding or offending those who don’t participate in certain holidays; all you have to do is check out these 7 tips to make your medical practice or medspa holiday-ready with affordable seasonal decorating.

1. Decorate with fruit: from fresh fruit to sparkling faux produce, decorating with bowls of fruit is a great way to bring in some color and texture in seasonal hues. Be sure to bring in some pumpkins, cabbages, gourds, or pinecones for the cooler seasons.

By The David Agency Medical Malpractice Insurance 19 Jun, 2018

If you have decided that a captive is the right answer for your medical practice, the first thing to do is seek out professionals and advisers that have the necessary legal, actuarial and accounting experience to guide you. The David Agency has been working with individuals and medical practice owners to set-up Captives for over 25 years. Please contact  us if you have any questions or would like to explore setting up your own captive insurance program. Here is a quick primer to help get you thinking about setting up a captive insurance company and what you should consider:

1.    Where Will My Captive Be Domiciled?

You will need to select between an onshore (within 50 States) or offshore (outside the US) domicile. Consider the regulatory environment and quality of support services available. It is recommended that you visit the domicile before you commit to setting up your captive there.

2.    How Do I Find The Right Partners?

Along with finding the right domicile, you must make sure that you partner with the right groups. Your David Agency Specialist can introduce you to actuaries, attorneys, tax-preparers and US-Based Insurance Agencies that have experience setting-up and running Captives.

3.    Does My Company Have What It Takes To Start A Captive?

Captives are operating insurance companies so they must receive funds immediately and invest those funds in a prudent manner so they are available to pay claims. A Captive that is improperly run can cost the business substantially. Owners need to know the financial health of the Captive and audit regularly.


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But before we panic and start calling for the destruction of Skynet (Sorry for the geeky SciFi reference) let's take a moment to think about how this new technology will be introduced to the medical community and what effects we'll see in the months and years ahead.  At this point, Xiaoyi is just helping doctors by making suggestions and offering options for providing care.  

Robots are probably NOT going to take over the role of the Primary Care Physician any time soon.  Patients are not ready or eager to receive all their medical care from robots just as they are not ready to take their hands off the steering wheel and let their car take over driving duties. Baby steps.  But what we are seeing is software that assists caregivers with their decision-making and provides a second set of "eyes" to back up the humans.  

So if you are currently in medical school and worried that the robots are coming for your job, rest assured that you've got plenty of time to earn a great living practicing medicine and delivering care to patients, but you may want to take a few programming classes in the evening, just to be safe.  
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One of the great side-benefits of an economy that is at, or near, full-employment is that new and seemingly better employment opportunities are everywhere.  And medical providers have it even better because the medical industry has been at peak employment for years.  

One thing that might stop a perspective job-hunter in their tracks is the Tail provision of their Employment Agreement regarding your Claims-Made Medical Malpractice Insurance policy.  If your Employment Contract states that, if you leave, you are responsible for purchasing your own tail-policy then you just may be stuck in your current job until you save up enough money to make the big move.  

Before we go into your options for purchasing a Tail-policy, let's define exactly what a tail is and how it relates to your Claims-Made policy coverage.

Simply put, a Tail  -  is an extended reporting period endorsement, offered by the current malpractice insurance carrier, which allows an insured medical provider the option to extend medical malpractice insurance coverage after the cancellation or termination of their  claims-made policy.  Tail's only come into the picture when we are discussing a Claims-Made-Type-Policy.  Once you cancel a Claims-Made policy, it stops covering you if you have future claims and the Tail policy is what will cover you against future claims.  Got it?

Tail's are very expensive.  most insurance companies charge roughly two-times (2X) the expiring premium.  So if your coverage cost $20K last year, your tail quote will probably be around $40K.  Because Tail policies are so expensive, a secondary market (Stand-Alone-Tail) has popped-up to provide cheaper tail coverage, BUT BEWARE, some of the companies offering cheaper coverage may not be as financially secure as they appear to be.  Never purchase a Stand-Alone-Tail from a company that does not have an A-rating or better from AM Best.  Sure you may save a little money by buying a policy from an unrated company, but if they are not there a few years down the road to defend a claim, that money you saved is going to be coming out of your pocket.

If you would like to learn more about Stand-Alone-Tails or about your options please contact The David Agency today.

The David Agency has been helping medical providers manage risks for over 43 years. We specialize in providing TAIL Insurance quotes for physicians, medical practice owners and medical personnel.

Experience counts . If you received a TAIL quote and want to shop the market, please contact us. We have access to over 100 companies that offer STAND-ALONE-TAIL quotes.

Team of Professionals. If you do have a claim made against you, your David Agency rep will help you navigate the claim process and act as your advocate to the insurance company.


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