Mark AdamsSmall and medium size fertility clinics can compete and even outperform larger competitors. All it takes is the right marketing plan.Simplistic promotional techniques can’t penetrate the clutter of the current marketplace. Effective marketing now means translating market learnings into techniques and tactics that are relevant to your business.
A marketing strategy charts out a planned course for the marketing efforts of your business. Many relationships start with a marketing strategy. A physician, fertility specialist or hospital collecting agency can create a marketing strategy.
The Best Way To Create A Marketing Strategy For A Fertility Clinic
While there are no one size fits all marketing strategies, this short article will provide you with a starting thread for a marketing strategy for a fertility clinic.
It’s impossible to write an article that covers everything, but starting points may include the following examples
New techniques like social media can improve your marketing efforts of fertility clinics
Competitive investigations into your fertility clinic’s marketing can provide fresh insight to the value of your marketing efforts
Not only will you be creating a marketing strategy for a fertility clinic, but you will be helping improve your clinic’s entire marketing plan.
This article will provide you with a basic framework for creating a marketing strategy that your fertility clinic will greatly appreciate
Hint: You will be looking over the shoulders of one of the experts in the field.
What Is The Marketing Value Of A Fertility Clinic?
Small and medium sized fertility clinics can match (and often outperform) larger clinics when it comes to marketing.
Fertility clinics need a marketing strategy that will identify the need to market. Your customers want to be well informed before they visit your clinic and know exactly what you can and will do for them.
Simply put, the marketing can’t be subtle. These customers are members of the fertile couple’s club. Some of the most passionate and persuasive advocates can be found on reproductive forum websites. Healthcare professionals are increasingly interested in the promotion of fertility.
Fertility doctors have more to offer than their larger counterparts. If you save a couple from failure, they are more likely to tell their friends and colleagues than a larger clinic. They can often be found in at least three of these forums’member pages.
The clinics of today have gone beyond standard infertility treatment to specialized treatment programs that include everything from donor egg, sperm and embryos. They have also developed fertility technology and implanting techniques that give you more control over the conception process like in vitro fertilisation. The list goes on.
Successful fertility clinics take advantage of the widespread attention to reproductive issues by marketing their services through traditional and unconventional methods.
Some of the most successful marketing initiatives of small and medium size fertility clinics are below. In fact, the majority of clinics cannot get by without them.
Competition In The Fertility Clinics
Many large organizations are in the fertility industry. Some of them are big pharmaceutical companies.
It is important to be aware of these companies. Some of them have even introduced varieties of fertility drugs into the marketplace.
The importance of the business relationships with these large pharmaceutical companies of you also have a valuable strategic understanding of this industry is well recognized. These relationships are essential to your marketing from a competitive and ethical perspective and your clinics’ bottom line.
Many of these industries such as pharmaceuticals have sponsored research projects towards the advancement of fertility treatment. The outcomes of these studies have been made available to the medical community.
All of these studies, in many instances, can be found on the websites of these organizations. These studies are often accessed through your competitors in the fertility industry. This is a good starting point for discovering the necessity of a marketing strategy for a fertility clinic
Do you know what your competitors are doing to increase the awareness of their clinics?
For example, San Diego Center For Reproductive Medicine exhibits extraordinary marketing success in the gift basket. They use this as their springboard into sales. A gift basket which can be created by a highly creative director.
Where Do Some Of The Largest Fertility Clinics Advertise?
Many of the largest fertility clinics have found a way to advertise. They have done that by working with a cosmetic surgeon or plastic surgeon to create a cosmetic technique that will promote implantation.
According to a unique report by the American Society Of Reproductive Medicine in February issue of Fertility and Sterility, there are many studies that show cosmetic surgical techniques are effective.
For example, micro-tined implantation takes about 1.5 months following the surgery while full blown implantation may take several weeks and is often accompanied by some degree of bleeding or ripping of the endometrial tissues. This results in a higher success rate.
This technique is the ideal marketing strategy for infertility clinics. A clinic is less likely to advertise this type of service. This study was tried out by Mount Sinai Fertility Center
A Fertility Clinic’s Marketing Strategy
One of the most creative methods being used by a brand new fertility clinic involves being a “for profit” tumor bank for infertility patients.
Using big data analytics, patient records, and other methods, the new clinic is offering a 1:1 breast cancer cure.
They are also performing a profitable second-look at several of the women’s previous in vitro treatments while researching the most effective treatment path for each particular patient.
Previously, the viability of these treatments was hindered by the inability to diagnose the various causes of failure.
Therefore, the new fertility clinic is seeking a cure via a cheaper and more effective method.
The new fertility clinic is trying to create new market positions for their services in order to provide their products and services at an affordable rate.
Compared to traditional treatment centers, this marketing technique can be easily implemented with great success. It is based on the fact that chemotherapy interacts with, but does not destroy, the eggs.
Chemotherapy causes death to both the established and immature egg cell in development. Therefore, the new fertility clinic is offering a cheap standard of treatment for a certain period of time.
This standard offers the needed chance to monitor the effectiveness of the chemotherapy based treatment
A marketing strategy for a fertility clinic can be created in many ways. It’s fairly easy to grasp the concept of marketing to the patient’s sensibility once this has been identified.
The brand new clinic is seeking to solve a chronic disease for an affordable cost, albeit in a new way. Marketing to the local community from the patient’s perspective is part of the marketing process.
We’ll just focus on the fact that the costs of treatment are cut and the disease can be cured. It’s called a cure.
A simple, yet powerful message to the general public. The patient can now reach out to the local community, local newspaper, and local internet communities to spread the word.
The marketing strategy likely won’t be subtle. The clinic can advertise this treatment through a message that is more nuanced, but the impact will be the same.
Many clinics are focused on a similar type of procedure. It’s called, Menopause Management. The 2-D way. The clinics can begin to study the effectiveness of their treatments and combine this with a more intimate and affordable standard of treatment.
The success of this procedure in a new market can be used to advertise the treatments other clinics offer.
This fertility clinic is operating within the gynecological cancer model. On the other hand, if you’re a fertility clinic with high-quality treatments, you can do much better. Offer a cash-for-services type of business model.
This proven method has been used effectively in many other industries for several years.
You can introduce term-limited pricing, decent limits for complete testing, and implantation as the standard, affordable, and precise treatment.
The marketing for this model will be specific. First, the cost of whatever treatment you offer for a specific procedure will be published. Then, the treatment will be offered in a specific package for a specific procedure.
The clinics that offer the least effective treatments will have the most success. This can be a profound way to market. This new fertility clinic is seeking to offer a more affordable cost of treatment. It’s called, Menopause Management.
The new fertility clinic has also adopted goals to offer a soft limited amount of treatments, under moderate restraint, beyond which the patient will be directed to the “prostate cancer” clinic.
The term “prostate cancer” has been used by people who refer to the “diseases” some men get with their prostate. So, we’re going to change their name to “prostate cancer” because that’s what they need to be treated.
As you can imagine, Menopause Management is a very clever strategy to market a treatment that should be considered under the Gynecological Cancer model.
The new fertility clinic is now offering their services for only $ 150, which has been the low-cost standard for quite some time.
The marketing plan is now in full effect. Any infertility clinic that is trying to entice patients to their practices by offering a lower cost of treatment can utilize this marketing strategy.
The new clinic spreading the word on the new Menopause Management practices. The clinics who have been treating infertility patients for the past several decades and been quite successful with this model.
The new clinic will have to operate this way if they wish to thrive in the inflationary economy. A patient will only be willing to pay so much. This infertility clinic is only charging $ 150 for the Menopause Management treatment, which includes the blood work.
The new fertility clinic is now offering a new level of treatment on specific procedures. As a result, the clinics who are charging $ 2000, are now using the example of a Menopause Management practice as if it’s the new standard approach to treatment.
The new fertility clinic is now incorporating highly priced services into their treatment model. So, what is the value of something that is now being offered at a higher price?
The new fertility clinic is offering intensive first treatment options and additional office visits in between, for the mutually consistent pricing of $ 300 per month.
The new fertility clinic is now charging a one-time charge of $ 300 thereby creating the need for only a short period of time to monitor the effects of their natural cancer treatment.
The new fertility clinic is using up-selling to maximize profit. This new fertility clinic is going to be charging a lot of money with this Menopause Management patients.
Most clinics are charging $ 2000 with very few options for surgery and treatment. The new fertility clinic is now charging $ 250 per month for a three-month treatment course. This is average for most clinics.
The new fertility clinic is now charging $ 250 per month for a three month course of treatment with the Menopause Management option.
The market strategy is now expanded to include even more treatment options. The new fertility clinic is now offering a trial period of up to 6 months for the Menopause Management surgery with a second-look immediately after the first six months.
The new fertility clinic is now offering six month trials for the Menopause Management surgery with a second-look immediately after the first six months. This is the standard procedure of most clinics.
The marketing strategy is now more focused. The new fertility clinic is now charging $ 2500 for the Menopause Management procedures. This is the highest marketed price throughout the infertility clinics of for only $ 2000.
The marketing strategy now includes second-looks for the menopause treatments. The marketing strategy will now include two 12 month treatments each for the Menopause Management surgeries. This is a relatively economical way to undertake a second-look
The new fertility clinic is now offering second-looks for the menopause procedures. The new fertility clinic has also created a grueling six-month minimum old age in between first and second look.
The market strategy is now expanded to include the second looks. The new fertility clinic is now offering a grueling six month minimum old age in between first and second look.
The market strategy of menopause treatment is now placed in between. The new fertility clinic is now offering what has come to be the current market standard for menopause treatments.
The market strategy of menopause treatment seems to be in between. The new fertility clinic is now offering what has come to be the current market standard for menopause treatments.
The marketing plan for the Menopause Management surgeries is now being placed between treatments. The marketing plan for the Menopause Management surgeries is now being placed between treatments.
This is the current market standard for menopause treatments. The new fertility clinic is now offering the Menopause Management surgeries 25% longer, to stimulate a more rapid recovery time.
The new fertility clinic is now offering the Menopause Management surgeries 25% longer, to stimulate a more rapid recovery time.
The marketing plan is now being placed in between treatments. The marketing plan is now being placed between treatments.
The marketing plan is now being placed between treatments. The marketing plan is now being placed between treatments.
The new fertility clinic is now offering a comprehensive evaluation plan for the Menopause Management surgeries. The comprehensive evaluation plan will include a complete oral exam, a vaginal exam, lab work, urinalysis, X-rays and the physical treatment.
The marketing plan is now being presented as a multi-service package. The new fertility clinic is now offering a comprehensive evaluation plan for the Menopause Management surgeries. This is a common practice of many clinics.
The marketing plan is being presented as a multi-service package. The new fertility clinic has incorporated standardized treatments for the Menopause Management surgeries. This is why the Menopause Management surgeries are offered at an affordable price.
The market demand list is now being presented individually as needed. The new fertility clinic is now offering a comprehensive evaluation plan for the Menopause Management surgeries. This is a common practice of many clinics.
The marketing plan is now being presented as a multi-service package. The marketing plan is now being presented as a multi-service package. This is part of the low-cost treatment of the Menopause Management surgeries.
The new fertility clinic is now offering a comprehensive evaluation plan for the Menopause Management surgeries. This is part of the low-cost treatment of the Menopause Management surgeries.
The market strategy is now focused. The new fertility clinic is now offering a comprehensive evaluation plan for the Menopause Management surgeries. This is part of the low-cost treatment of the Menopause Management surgeries.
The marketing strategy has become more practiced. The new fertility clinic is now offering a comprehensive evaluation plan for the Menopause Management surgeries. This is a common practice of many clinics.
The new fertility clinic is now offering a comprehensive evaluation plan for the Menopause Management surgeries. The comprehensive evaluation plan will include full body radiographs, the use of a speculum, a vaginal exam, lab work, urinalysis, X-rays.
