I'd like to continue on the marketing theme of last week by sharing an audio interview given by a practicing physician to HealthLeaders Media. To access this short interview, click here.

What I appreciated most about the conversation was the common sense approach taken to developing a marketing plan. In this short interview, Dr Neil Baum of New Orleans shares a few no- or low-cost ways in which you can actively market your practice instead of waiting for it to grow (slowly!) by word-of-mouth referral.

I like that he emphasizes how to "sculpt" your practice to attract your preferred kinds of patients, by positioning yourself as an expert in certain clinical conditions you enjoy treating, or as highly insightful about people with certain common psychological profiles (what we call "psychographics"). For example - perimenopausal women, highly stressed executive men, baby boomers wanting to stay healthy, younger patients with cancer, etc.

Here are some of the better-known strategies Dr. Baum discusses:

1. Public speaking. This doesn't have to be as overwhelming as it sounds. Once you identify where your "ideal patients" hang out, see if you can get yourself invited to give a short helpful presentation on a topic of interest to them. Local organizations that meet regularly such as Rotary Club, Kiwanis, church groups, parenting groups, Chambers of Commerce - all these provide excellent venues for getting known as both an expert and a warm and caring professional.

2. Writing. Local newspapers, magazines, "throw-away" journals are always seeking reliable good content - it makes their publishing lives a lot easier. "Top ten lists", "How to" articles, "Seven Secrets to..." are very popular and may help you get better known.

3. "Warm and caring" effective patient outreach. A personal call from a physician to a patient is often both surprising and endearing to a patient, which in turn builds great loyalty. These personal calls can be check-ins, coaching moments (inspiring the patient to achieve a goal), informational (letting them know of normal results), educational and merely relationship-building. Listen to the interview for Dr. Baum's suggestions.

4. Maintaining a clear helpful web presence. A simple easy-to-navigate and informational website can add a lot to a physician practice's credibility. Here is an example of one of my favorites - Dr. Marty Schulman's website. This website not only informs the reader about the practice philosophy but also gives the distinct sense of his personality (low key, approachable and humorous!)

What other low-cost marketing practices have worked for you? Let us know your thoughts.