How do you success and Direct-to-Consumer Marketing in Healthcare?

It’s no secret: healthcare is experiencing serious consolidation in local markets. With hospitals and health systems buying up independent physical practices as a way to drive growth, many specialists and ancillary healthcare providers find themselves in a position of losing referrals and dropping census. When these hospitals buy up independent practices, they put pressure on those practices to begin keeping referrals “in-house”. We’ve seen this at ProActive Rehabilitation & Wellness over the past couple of years as the local hospital system has gone buying up independent physician practices. I’ve had conversations with doctors and other PCPs that I’ve known for years, and who were once great referral partners. They all say the same thing: “They’re giving us a hard time about referring outside of the system”. 

So what do you do? Do you keep reaching out to these former referral partners in hopes that they toss you the occasional referral? That seems like a recipe for disaster. Especially for the independent clinical practices out there, direct-to-consumer marketing provides a potentially great source of new business development. In fact, I recorded a webinar on this topic at the tail end of 2021, which I’m sharing on this episode. 


What we cover in this Episode:

  • What does direct-to-consumer marketing in healthcare look like?
  • How to maintain a person-centered culture by leveraging systems and process for new business development
  • Preparing staff & clinicians to follow a “bottom-up” approach
  • Understanding marketing & lead generation and how it fits into new business development in your practice
  • How I used this strategy to take my clinic from 120 visits per month to 500+ visits per month in a matter of 6 months
  • How to achieve Better Outcomes by focusing on people rather than numbers


Connect with Me


For More:

If you enjoyed this episode: Join Rafael E. Salazar II, MHS, OTR/L (Rafi), principal of Rehab U Practice Solutions and host of The Better Outcomes Show as he explores the possibilities of a new healthcare. Guests range from clinicians trying new techniques and treatments to executives and entrepreneurs exploring new service delivery methods, business models, and organizational structures. You can sign-up to receive new episodes delivered directly to your inbox by filling out the form below.  Learn more about Rehab U Practice Solutions by reading The Manifesto for a New Healthcare, or listen to Episode 000. Or, grab a copy of the book: Better Outcomes: A Guide to Humanizing Healthcare.


Are You Ready to Take Your Organization to the Next Level?

If you run a clinic or practice and are looking to develop a strategy that leverages best practices, new technology, and marketing/messaging in a way that maximizes patient engagement & retention, please reach out. We’d love to talk with you about how Rehab U Practice Solutions can help your clinic bring in more patients, retain them throughout their course of care, and create uniquely impactful patient experiences.

Rafael E. Salazar II, MHS, OTR/L (Rafi) is the Principal Owner of Rehab U Practice Solutions, the host of The Better Outcomes Show, and the author of Better Outcomes: A Guide to Humanizing Healthcare. He has experience in a variety of rehab settings, working with patients recovering from a variety of injuries and surgeries. Rafi has worked in a variety of settings, from orthopedic and musculoskeletal rehabilitation, to academia, and even healthcare consulting. He spent the majority of his clinical experience working at Charlie Norwood VA Medical Center, where he was the lead clinician and clinical education coordinator for the outpatient specialty rehab program. In this role, he treated many veterans with chronic pain and helped to establish an interdisciplinary pain management program. He has worked on projects ranging from patient engagement initiatives to marketing communication campaigns to a multi million dollar project assisting the State of Georgia’s Department of Behavioral Health and Developmental Disabilities transition individuals out of state institutions to community residences. His work on Telehealth has been discussed in Forbes. He also has experience as a core faculty member at Augusta University’s Occupational Therapy Program, as a Licensed Board Member on the GA State OT Board, and he serves on the Board of Directors for NBCOT. He works to help healthcare clinics and organizations deliver uniquely impactful patient experiences by improving service delivery through The Ultimate Patient Experience™ and courses & training programs.

Read his full bio Here. Read about Rehab U Here.

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Work With Me

RafiIf you’re ready to craft a strategy to help your organization bring in more clients, retain them throughout their course of care, and create uniquely impactful patient experiences, then reach out. I’d love to talk with you about how Rehab U Practice Solutions can help.

What I can help you do:

✅ Train your staff and clinicians to be able to confidently communicate the value your organization provides…

✅ Leverage best practices, new technology, telehealth, and marketing/messaging to maximize patient engagement & retention…

✅ Develop a system that keeps patients & clients happy, engaged, and satisfied throughout the entire process of care…

I help you not only craft marketing messages & campaigns that build that know, like, & trust value you need to convert leads into scheduled clients; but I also work with your clinicians and staff to make sure that, once a patient decides to schedule an appointment, you have a system setup that keeps them happy, engaged, and satisfied throughout the onboarding, treatment, and discharge process.

In short, I’ll help your whole organization become focused on the most important thing in healthcare: people – the people who work for your organization, and the people who your organization treats and serves.


Learn More Here!