Open an Ambulatory Infusion Center in a big city? We’ll walk you through how to market an urban Ambulatory Infusion Center (AIC). With a concentrated healthcare network and a diverse patient population, a thoughtful, strategic approach is key. Below is a streamlined guide to help you connect with both providers and patients.
Marketing to the Medical Community
Your top referral sources will be specialists managing infusion-appropriate conditions—endocrinologists, neurologists, gastroenterologists, rheumatologists, allergy/immunologists, cardiologists, dermatologists, and ophthalmologists. Start within a 5-mile radius of your AIC. If competition is sparse or patients are accustomed to traveling, expand to a 15-mile radius.
Don’t forget the gatekeepers: office managers, referral coordinators, nurses, and medical assistants often drive referral workflows. Equip them with clear referral instructions, direct contact information, and small relationship-building gestures—like thank-you notes or a treat drop-off.
Strategies for Physician Engagement
- Email Campaign: Send a series of brief, informative emails introducing your AIC and its advantages—cost-effective care, flexible scheduling, and a seamless referral process. Segment by specialty to highlight relevant therapies. Source contacts from your state medical board, local/specialty societies, directories, or online research.
- Fax Campaign: Faxes are still effective in medical offices. Design a clean, concise announcement with contact details and referral instructions. Fax each individual provider—not just one per office—to ensure visibility.
- Direct Mail Campaign: Send personalized, visually appealing mailers that highlight your services. Include QR codes linking to your referral portal, patient testimonials, or a grand opening invite. Address each provider by name and tailor the message to their specialty where possible.
- In-Person Sales Outreach: Your infusion salesperson should visit local offices regularly with marketing materials and build relationships with key staff. Use grand openings or new service announcements as a reason to stop by. Bring along a referral packet—printed or digital—with insurance details, referral steps, and a contact card.
- Leverage Your Reps: Make sure your pharmaceutical reps are equipped to talk about your AIC. If you’re hosting an open house, invite them and encourage them to invite their provider contacts along. Do the same with any hospital liaisons that you know well! Invite them to spread the word, especially if there are infusions they’d rather not do in the hospital.
- EHR & eReferral Integration: If possible, integrate with local EHR platforms (like Epic MyChart) to simplify the referral process. And, participate on any eReferral systems in your market (like LeadingReach). Work with office IT teams and offer training. Still, always be ready with traditional forms and a fax number.
For more in-depth tactics, visit: Grow Physician Referrals to Your Infusion Center.
Engaging the Community
Beyond physician referrals, engage directly with patients through advocacy groups and local outreach.
- Support Groups: Announce your opening in online and in-person groups for conditions you treat—like psoriasis, Crohn’s, multiple sclerosis, or rheumatoid arthritis. These communities are often looking for comfortable, accessible infusion options.
- Community Events & Open Houses: If you host a grand opening for providers, invite local nonprofits and patient organizations. Even if physician offices can’t attend, it’s a great chance to meet patients and support group leaders.
- Social Media & Digital Outreach: Use targeted social media ads, testimonials, and educational content to engage local patients. Participate in local forums and condition-specific Facebook groups for added reach.
Final Thoughts
Marketing an urban ambulatory infusion center takes a mix of provider engagement and community connection. Focus on building relationships with both the medical community and the patients you serve. Tailor your outreach, stay consistent, and track results to refine your strategy for long-term growth.
