7.1. Top tips for marketing your practice
It’s not necessary to spend big to be effective in marketing. Here are some tips to help you make good use of social marketing with websites, leaflets, posters, display systems and brochures. Effective marketing will help you support patients in making their own decisions about care and understanding what to expect from the service and what is expected from them in return.
Consider three key factors:
- What are the features of your service that you want to communicate and promote? Do you want to reduce your did not attends (DNAs)? Can patients book appointments in new ways?
- Who are you targeting? Will different groups of patients be interested in different services or features?
- What marketing method will you choose? Is this the best method for the group of patients you have chosen?
Things to consider
What’s unique about your service that patients should be told about?
- Are you running new clinics such as weight management or smoking cessation?
- Are you offering appointments in the evenings or at weekends?
- Do you offer telephone consultations?
- Can patients book appointments over the internet?
Who wants to know?
- Is it everyone? Or selected groups?
- Do you want to target the younger working population who are time-poor and would like to see their GP in the evening?
- Do you want to target older people for flu jab clinics?
- Would patients with diabetes like to know that they can email their blood pressure reading to the practice or take it themselves in the waiting room?
How are you going to market your message?
- Is it a poster in the waiting room or a message on your LCD display?
- A banner on your website?
- If you have email addresses, can you send a mailshot to patients or include something in your newsletter?
- A notice in the local newsagent?
- Use the local paper?
- Leaflets in nearby services such as pharmacies or libraries?
Practical advice on producing a good leaflet
For simple and practical information about practice leaflets and general communications advice, go to pages 59–102 of the brand guidelines for GP services.
- information about Core Information Requirements;
- suggested additional information to be included;
- writing your leaflet – advice on the writing of practice leaflets;
- important advice on how to communicate with hard-to-reach groups;
- how to make your leaflets readily available;
- how to evaluate your leaflet;
- practical advice on technical design issues; and
- design templates.
Examples of good practice leaflets
Bromley by Bow Health Centre
Perth and Scone Medical Group