However, as more states grant Full Practice Authority (FPA) to NPs, the possibility for entrepreneurship is expanding—making marketing an important part of your practice.
The 2017 AANP National NP Sample Survey found that 12.5 percent of respondents report that their main work site is a private group practice. Beyond assessing patients, ordering and interpreting diagnostic tests or managing treatment plans, many NPs also need to manage their business—and market their practice.
Marketing can be useful regardless of your practice setting, specialty or location. In fact, marketing is much more than just selling a product or service. The American Marketing Association defines marketing as:
The activity, set of institutions and processes for creating, communicating, delivering and exchanging offerings that have value for customers, clients, partners and society at large.
If you have ever applied for a job or grant, shared your insight with legislators or presented at a conference, you may have already performed self-promotion, education, public relations or advertising—all components of a broader marketing strategy.
How do you connect the pieces and start marketing your practice effectively? Here are a few tips and tricks as you’re getting started:
Example: You can begin to understand your practice through research. What sets your practice apart from others? What services do you provide that others do not? What patients would benefit most from your practice? Your differentiators may be your style of practice, your range of services or even your patient satisfaction.
Example: You are a certified family nurse practitioner (FNP) who chooses to focus on pediatric and adolescent health care. Therefore, networking opportunities may include speaking at local schools or sharing nutrition tips for National Childhood Obesity Awareness Month on social media.
Example: You know that AANP is the largest national professional membership organization for NPs, but did you know that AANP members can add up to three practice sites on NPFinder—all for free? This searchable database allows patients to find an NP in their community or nearby.
Example: You know flu season is quickly approaching, which means it’s a great time to begin a blog series to educate your patients about flu prevention. You can also share flu statistics on social media to show its prevalence or update your newsletter to advertise when flu shots are available.
In any marketing effort you pursue, set realistic goals and evaluate the results. By comparing your actual results to your desired results, you can monitor the efficacy of each marketing campaign. This will help you strategize effectively for the future and
better meet the needs of your patients.
Patients are searching for you on NPFinder! Thanks to a recent update, it takes just seconds to add or update your practice details. This resource is completely free for AANP members. Make sure you’re listed.