Lori Werner isn’t your typical marketing executive. With a background that weaves through mechanical engineering and a robust fifteen-year stint in medical device and pharmaceutical sales, she brings a uniquely analytical and deeply practical perspective to the world of healthcare marketing. This diverse experience, which included navigating the intricate landscapes of countless doctor’s offices and surgical suites, laid the foundation for her understanding of what truly drives success in the medical field.
Nine years ago, she channeled this knowledge into founding Medical Marketing Whiz, a company specifically designed to serve doctors offering advanced services. Beyond the standard fare of primary care, Werner’s firm focuses on supporting practitioners in functional and integrative medicine, women’s health, and anti-aging specialties. She’s built a business that understands that the nuances of attracting and retaining patients in these specialized fields require a tailored, education-centric approach, a far cry from the generic marketing tactics often employed. Therefore, her journey isn’t just a career trajectory; it’s a testament to the power of blending diverse professional experiences to innovate and redefine the very essence of how healthcare professionals connect with their patients.
“I’ve been in thousands of doctor’s offices and surgical procedures,” she said. “This helps me understand our clients’ day-to-day operations and what makes some offices more successful than others.”
Werner also believes that healthcare marketing is fundamentally different from traditional product marketing.
“Doctors should view marketing as an opportunity to educate their patients on treatment options, the latest technologies, and their own expertise,” Werner emphasized.
A Woman-Led Team for a Woman-Driven Market: The Strategic Advantage
Medical Marketing Whiz distinguishes itself through its unique healthcare marketing approach and deliberate emphasis on a woman-led team. Lori Werner’s decision to build her company with a predominantly female workforce stems from a profound understanding of the healthcare decision-making landscape.
“This is intentional,” Werner explained. “Women are often the healthcare decision-makers in their households. They do their research, read reviews, and ask for recommendations.”
Werner’s insights delve deeper than surface-level demographics. She recognizes that women often act as the central hub for their families’ health, coordinating appointments, researching treatments, and advocating for their loved ones’ well-being. This multifaceted role necessitates a marketing approach that speaks to female consumers’ nuanced needs and expectations.
The team’s composition isn’t merely a matter of representation; it reflects a deeper understanding of the target audience. Medical Marketing Whiz gains a unique advantage by cultivating a team that embodies the very demographic they aim to reach. The women on her team possess an innate understanding of the questions, concerns, and priorities that drive female healthcare consumers. They can craft compelling narratives, select resonant imagery, and tailor messaging that fosters genuine connection and trust.
This approach transcends traditional marketing tactics, which often rely on generalized assumptions and superficial appeals. Instead, Medical Marketing Whiz leverages the lived experiences and intuitive insights of its female team members to create marketing strategies that are both empathetic and effective. They understand the importance of building trust through transparency, authenticity, and a genuine commitment to patient well-being.
Her team’s approach is comprehensive, focusing on building trust and credibility rather than simply running ads.
Three Key Strategies for Attracting Patients
Lori Werner emphasizes that attracting new patients hinges on a few fundamental, yet often overlooked, strategies. First and foremost, she stresses the importance of optimizing a doctor’s Google Business Profile. This often-neglected step, which is free to implement, involves claiming and thoroughly optimizing the profile and accumulating more reviews than local competitors. Werner is astonished at how many practitioners overlook this foundational aspect, instead focusing on more complex marketing tactics. She underscores that a strong Google presence is the bedrock upon which all other marketing efforts should be built.
Secondly, Werner advocates for investing in a professional website. She cautions against the allure of do-it-yourself website builders, arguing that they often fail to convey the necessary credibility and professionalism. Instead, she recommends a WordPress website built by experts with a deep understanding of search engine optimization, ensuring the site effectively attracts and engages potential patients.
Finally, Werner highlights the immense value of educating existing patient lists. She points out that retaining and engaging current patients is significantly more cost-effective than acquiring new ones. By consistently educating patients about available services, new technologies, and the doctor’s expertise, practices can foster loyalty and encourage word-of-mouth referrals, ultimately leading to sustained growth.
Standing Out in a Crowded Market
Even in a competitive market, doctors can differentiate themselves. Werner recommends leveraging social media with authentic content, engaging in community education through speaking engagements and podcasts, and actively seeking awards and recognition.
“Get out there and educate,” she encouraged. “But remember, it all starts with a strong online reputation.”
The Patient Perspective
Werner’s insights into the patient perspective go beyond surface-level observations, delving into the core desires and anxieties that drive healthcare decisions.
“Patients want specialists with good reviews and testimonials,” she reiterated, emphasizing the power of social proof in building trust.
In today’s digitally connected world, patients are savvy consumers, meticulously researching their options before committing to a healthcare provider. They seek not just medical expertise, but also reassurance that they are making a sound choice. This manifests in a strong preference for doctors with a demonstrable track record of positive patient experiences, readily available through online reviews and testimonials.
Furthermore, Werner highlights the intrinsic value patients place on education.
“They value education and appreciate doctors who make an effort to share their knowledge,” she asserted.
In an era of information overload, patients crave clarity and understanding. They want doctors who are competent and willing to demystify complex medical concepts and empower them to make informed decisions about their health. This desire for knowledge translates into a preference for doctors who actively engage in patient education through various channels, such as informative newsletters, engaging webinars, and accessible educational content on their websites and social media platforms.
Looking Ahead
Lori Werner envisions a future of continued growth and impactful partnerships for Medical Marketing Whiz. Her passion for connecting exceptional doctors with their ideal patients drives her ambition to expand the company’s reach and influence.
“We’ll continue to expand, find more great doctors, and partner with companies like TopDoctor Magazine,” she stated, emphasizing the importance of strategic alliances in achieving her vision.
Werner’s commitment to education extends beyond her clients to the broader medical community, as evidenced by her active participation in speaking engagements at prestigious medical meetings.
“I really enjoy speaking at different medical meetings,” she shared, highlighting her dedication to sharing her expertise and empowering doctors with effective marketing strategies.
Werner also recognizes the immense value of collaborations with organizations like TopDoctor Magazine.
“It connects us with excellent doctors and helps our clients gain recognition,” she said, emphasizing the mutual benefits of such partnerships. “Being featured in the magazine adds credibility and builds trust with patients.”
These collaborations not only expand the company’s network but also provide valuable opportunities for her clients to showcase their expertise and establish themselves as leaders in their respective fields.
Werner provides several valuable resources to extend her support to the medical community further. She invites doctors to take advantage of a complimentary 30-page marketing analysis, offering a comprehensive evaluation of their online presence and marketing strategies. Additionally, Werner encourages participation in the Healthcare Impact Award, providing a platform for doctors to showcase their positive contributions to their communities. Finally, she offers a complimentary copy of her book, The Anti-Aging and Longevity Marketing Book, providing practical insights and strategies for effective healthcare marketing. These calls to action reflect Werner’s commitment to empowering doctors with the knowledge and tools they need to succeed in today’s competitive healthcare landscape.
Werner sees great value in partnering with TopDoctor Magazine. “It connects us with excellent doctors and helps our clients gain recognition,” she said. “Being featured in the magazine adds credibility and builds trust with patients.”
Visit https://medicalmarketingwhiz.com/ to learn more about how Werner and her team’s expert medical marketing services can provide your practice with marketing solutions to boost visibility and patient retention.
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