John M. McKeever Chief Growth Officer
John McKeever supports leaders who are seeking to make high impact changes in their business, primarily to advance strategies for growth and business optimization. He...
Despite the wave of healthcare consumerism which has drastically changed what patients expect and how they make decisions, referring physicians continue to be responsible for a substantial amount of volume. In fact, our studies continually confirm that over half of the clinical volume at academic medical centers comes from physician influence/direction. Yet, most healthcare budgets are focused primarily on consumers. You need to increase your physician marketing budget, and here’s why.
Our By The Numbers: MarCom benchmarking program showed marketing departments reported allocating less than 1% of their total budget to physician marketing. The overall budget (among those who allocated something) was less than $300,000. While there are some exceptions, our experience indicates that so little attention is paid to marketing to physicians and that there’s an overemphasis on outreach. If you’d like to see how you stack up, please participate in this meaningful benchmarking program.
With a little more intentionality and the financial resources to back it up, empowering your marketing teams to reach physicians will grow your clinical volumes and strengthen your relationships with those you need to reach most.
To see how your marketing budget compares to not only your peers but other industries as well, use this comparison calculator to prove your case that your budget as a percentage of revenue doesn’t stack up.