10 Ways to Leverage a Physician compensation report as a marketing tool

by Vicki Rackner MD

Competitive physicians want to know where they stand in relationship to their colleagues.  Compensation is generally veiled in secrecy. 

Reports about earnings attract physicians’ attention.

You can leverage Medscape Physician Compensation Reports to engage physician prospects and clients.

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10 Tips to Leverage the Report as a Marketing Tool

Sharing and interpreting curated content like this report reinforces your position as a thought leader.  And remember, physicians want to work with the experts.

Don't just distribute the report link; put your own touch on it.  Here are some specific ideas:

1. Reference the data in your client meetings “John, I thought you might be interested to see that you generate a significantly higher income than the national average in your specialty.”  

2. Interpret the data.  If you work with women physician for example, say, "You'll notice that women earn less than men.  Here are three reasons this may be the case..."  Then ask physicians what they think.

3. Use the data to highlight a problem you fix  “Last year only 9% of physicians had a concierge or all-cash practice.  We are proactively creating solutions to help physicians thrive in private practice.”

4. Create a quiz  “In what specialty groups of physicians are the most satisfied? Physicians in which states get paid the most for a given procedure?”

5.  Reproduce the survey locally  Approach the local medical society and see if they would like to partner with you to survey their own physicians members.  Then you have even more data that you can present to groups of physicians.

6. Create your own special report  Instead of passing along the survey link, create your own special report that summarizes the information.  This gives you another document with your name on it that positions you as the expert.

Be respectful of Medscape’s intellectual property.  Get permission from the author before you reproduce screen shots of their slideshow.

7. Leverage LinkedIn Post your interpretation of the report in appropriate LinkedIn groups.  Send your report to your LinkedIn connections. 

8. Blog and Tweet about the findings Offer an insight, then start a conversation.  Ask physicians, "How do you explain these findings?"

9. Create a press release Avoid writing an advertisement that showcases your services; instead, offer an interpretation that showcases your expertise. “Financial advisor comments on trends in physician compensation.”

10. Pitch journalists an article idea based on this data  You might be following key journalists.  Reach out to them and say, “I have read your articles with interest. (Then mention a specific article and state what you learned from it.) Here's an article idea.  Did you know that only 9% of physicians have opted out of insurance compensation.  Would you like to offer some questions doctors should ask before they make the transition?  As a wealth manager, I see the bigger financial picture.” 

You can use these tips to leverage any reports or articles that cross your path.

Click here to view the Medscape Compensation Report. If your access is blocked, sign up for a free Medscape membership. 

What do you think?