Healthcare Marketing Success

Bottom-Up Healthcare Marketing

Increase revenue, improve patient experience, engagement, & retention with a Bottom-Up Approach.

Looking for an Effective Healthcare Marketing Strategy?

Looking to leverage direct access & the internet to fill your clinic’s schedule?
Want to succeed with a direct-to-consumer business development strategy?
Looking to leverage direct access & the internet to fill your clinic’s schedule?
Want to succeed with a direct-to-consumer business development strategy?


Now, the question is, how do you actually make all that effort, time, and energy bring in the $$$?

It all starts with what I call a “bottom-up” approach to both the lead generation & patient onboarding process.

I'm Rafael E. Salazar II, MHS, OTR/L (Rafi), practice owner and healthcare positioning strategy consultant. Let me help you craft a sustainable direct-to-consumer lead generation strategy that leverages your organization's positioning, messaging, front office processes, and back end procedures to attract, acquire, engage, and retain more patients.

Front & Back End Healthcare Business Growth Strategies

Grow Your Organization with Direct to Consumer Healthcare Marketing

Increase your revenue, decrease no-shows & cancellations, and deliver better outcomes & higher patient satisfaction by focusing on both lead generation and patient engagement.

Let's Get This Out of the Way

Hit Statistics

Who is this NOT a Right Fit For?

In an effort to keep you and I from wasting time, let me just clarify a few things before moving on.First, I don't work with organizations that want a "done-for-you" or "turn-key" marketing plan. In my experience, those tired and worn-out agency templates may be a good starting place, but they're never a good long-term solution. Playing the copy and paste marketing game means that, eventually you need more stuff to copy and paste. It also keeps you spending more money on paid advertising. While it is true that paid advertising will likely be necessary in the beginning, the goal should be to develop a strong enough organic presence that you can walk away from paid ads and still continue to gain leads.In my own clinic, we go through seasons of "turning on" the ads to drive an influx of new patients. However, when we turn them back off, our lead flow doesn't stop. it reverts back to the steady stream we're used to dealing with.Second, I don't work with organizations that aren't willing to put in the investment of time and energy into building a real bottom-up marketing system. This often involves making real changes to processes, procedures, and workflows to make the whole thing focused on the patient first.Doing this may take some time, energy, and usually staff training. But, at the end of it all, you have a system that builds real, meaningful relationships with patients and prospects that carry on throughout a course of treatment.If all you do is invest in a quick and dirty advertising plan or template, you'll spend most of your backend energy and time trying to plug the holes in a leaky bucket rather than seeing many new patients.

What's Involved

Typical Marketing Strategy Project Workflow

What it Looks Like

Typically, marketing consulting engagements include 1-2 monthly consulting calls with organizational leadership & implementation team.The first month involves a diagnostic & action-planning framework. This diagnostic & report guide the consulting engagement going forward.During the regular consulting calls, I work with your implementation team to ensure success of initiatives recommended in the report.Projects typically range from 30-45 days on the short end (usually involving a diagnostic & report only) to 8-12 months on the long end.Most marketing consulting engagements using this framework typically last 3-6 months.Some organizations start with a Positioning Alignment Workshop as a first step, before pursuing a full bottom-up healthcare marketing engagement.

Some Results

Increase Your Reach

Check Out the Results of Some Recent Projects

Hit Statistics
Hit Statistics

The goal of any healthcare marketing strategy should be to increase both awareness of your organization in the local marketplace with the end goal of converting traffic to booked appointments.

The first step is increasing traffic and gaining more local exposure and search rankings.

Hit Statistics

But it shouldn't stop there. You need to develop a system that can take that traffic and convert it to leads and, eventually, booked appointments.

My Process

Workflow of Typical Marketing Strategy Engagements

1. Diagnostic

I complete a diagnostic, using data and information from your organization, team's input, and benchmarking to industry standards. This helps us develop the best marketing strategy & plan for your organization.

2. Report & Recommendations

Following data gathering for the diagnostic, I will compile a report for your team that includes areas of opportunity & recommendations to improve given topic area (patient engagement, patient retention, lead generation, etc.)

3. Action-Item Development

I guide you through development of action-items & initiatives to effect change and improve KPIs identified in the diagnostic. I also help you prioritize marketing initiatives and activities that will be both effective and sustainable for your organization and workflows.

4. Implementation Guidance

I provide guidance and insight as your team or in-house resources implement initiatives identified in the action-item development. This is typically done via the regular consulting calls & via email/text/phone communications throughout the consulting engagement.

Why Work with Me?

The real reason you work with someone like me

Objective Advice & Insight

You've tried "healthcare marketing" before. Maybe you've hired an ad agency in the past to help you manage digital marketing, or maybe you've tried your hand at going "direct to consumer" on your own. Either way, you've been disappointed. Maybe you experienced some early results, but none of it was ever sustainable. Or, like many of my clients, you filled your CRM with tons of "leads". You then spent hours of your staff's time tracking them down, and only converting a small percentage.Either way, the reason you're even considering working with me is because you've already made the decision that you need to build a more robust business development system. You know you can't keep throwing money at ads, SEO, or "digital marketing" that bring you under qualified prospective patients. You know you need a process for attracting, acquiring, engaging, and retaining those potential patients so that all of your marketing efforts end up moving the needle for your organization. And the best way to do that is by working with someone who won't hold back when providing feedback and recommendations.

Focused Knowledge

I don't work with barbers, plumbers, or car dealerships. I also don't work with accountants, lawyers, or restaurants. I work with healthcare organizations. If you're looking for someone to help craft a business development or marketing strategy for your healthcare organization and their portfolio includes everything from dog-walkers to real estate agents, you need to find someone else. Healthcare is unique, both in the regulatory restrictions, but also in the nuances of lead generation and conversation. You need someone that focuses only on healthcare marketing.And I don't just do this for clients. I run my own healthcare practice and I use the advice and insights that I share with clients in my own clinic marketing systems. In fact, I used these techniques to grow my practice from 2 clinicians seeing 125 patients per month to 5 clinicians seeing 550-600 visits per month in under a year.

Knowledge Transfer

Perhaps you've experienced this with the last agency you used. But, many times, healthcare organizations hire a marketing consultant or firm and give away total control of their business development system. Maybe they put you on a "proprietary" software —which is really just a generic software that they've white-labeled. Maybe they've assigned a team to manage everything for you, the content, the ads, the follow-up, etc.Either way, the result is the same: they own your whole marketing and business development process. If you decide to go in a different direction, you have to start over. The same way I believe that highest value you bring as a clinician is knowledge transfer, I also believe about my work with you. It's much more costly for you to hire me (or someone like me) to setup a turn-key marketing system for you. Those systems rarely work long-term without a lot of money spent on ads, content creation, etc.It's much more effective, and sustainable, for you to hire someone like me to come in and help you craft your own marketing and business development plan, train your people in it, and then get out of your way and let your own people run with it.

What's the Cost?

Let's talk investment

The Big $$$ Question...

Well, here's the deal: I know you've likely scrolled down past all of the material up above and have come to rest here, at the price. Unfortunately, I wish I could give you a specific quote for a specific engagement level and call it a day. It would make it easier for me, and you'd get the exact answer you're looking for now.Unfortunately, I can't do that. Why? Because, much the same way I believe that each patient or client you serve is uniquely different, so I believe of you. Therefore, I can't give you a one-size-fits-all pricing model. Each project gets priced based on client needs and the potential value to be created by that project. What I can do is provide you with some rough averages to give you an idea of the size of investment we're talking about.I can tell you that typical monthly healthcare marketing consulting engagements range between $1,500 and $5,000 per month.Sometimes, these marketing consulting engagements include a strategic project or deliverable. In these scenarios, flat project fee may be how we handle it.If you'd like to learn more, or if you have questions about your specific situation, Reach Out Now and we can have a conversation.Again, sometimes it's a large fee, sometimes a small one. It all depends on your particular situation & needs.

About Rafi Salazar & Rehab U Practice Solutions

Who am I, and Why Does That Matter?

About Rafi

Rafael E. Salazar II, MHS, OTR/L (Rafi) started his career as a licensed Occupational Therapist in 2012. After nearly 5 years leading an outpatient specialty rehab clinic at the Department of Veterans Affairs, Rafi began work as an indpendent healthcare consultant on a multi-million dollar project for the Georgia Department of Behavioral Health and Developmental Disabilities. During that time, he also began working with indepednent healthcare clinics focusing on patient engagement and marketing strategy.
Rafi’s career trajectory includes 10+ years of experience in healthcare management, clinical operations, programatic development, marketing & business development. He even spent some time as an Assistant Professor in a Graduate Program of Occupational Therapy and has served on numerous boards and regulatory committees. He is the host of The Better Outcomes Show and he is also the author of the book Better Outcomes: A Guide to Humanizing Healthcare.
Today, Rafi helps healthcare clinics, organizations, and some healthcare technology startups develop effective patient engagement strategies through his consulting work. He also leverages his experience as a professor and academic to speak and train on the topics around humanizing the healthcare experience. In addition, Rafi also owns and operates ProActive Rehabilitation & Wellness, a multidisciplinary outpatient clinic treating patients with musculoskeletal pain.

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