Well-built marketing strategies are a requirement to grow a business and attracting new customers. That should go without saying. So, then, why do we seldom hear from the healthcare industry on the topic?
It’s no different than any other type of business is it? You still have the need to attract and retain new patients, right? Is there competition? You bet!
In fact, one could argue that it is one of the most competitive, and lucrative industries, with US revenues totaling more than $1 trillion dollars annually.
Source: Statista
This comprehensive healthcare marketing guide is designed to simplify the process of building your own marketing strategy from the ground up.
I’ll offer practical and relatable advice from 10+ years of working in healthcare marketing. Both in healthcare and health insurance.
We’ll discuss how to understand your patients better, use the latest technology to enhance your practice, and engage with your community through social media.
Shortcuts:
All images custom created in Canva
Whether you’re new to marketing or looking to refine your existing strategies, these insights will help make your efforts more successful.
Understanding your patients isn't just about their medical history or symptoms—it's about recognizing their needs, preferences, and expectations from your practice.
The first step in truly understanding your patients is to discover what they value most in the care you provide them.
You might be surprised that small changes can significantly increase their satisfaction and loyalty to your practice.
One effective way to gather this information is through casual conversations during their visits. Paying attention to offhand comments or concerns can reveal a lot about patient preferences.
Also, keep an eye on trends in patient feedback can highlight areas for improvement or innovation in your services.
Patient surveys are a powerful tool for getting direct feedback from your patients. They don't have to be long or complicated.
Even a few questions sent via email or offered at the end of a visit can provide invaluable insights. Ask about their visit, the service they received, and any suggestions they have for improvement.
Make sure to include open-ended questions to capture detailed feedback.
The key is acting on patient feedback ASAP.
Whether adjusting your booking process or making your waiting room more comfortable, making these changes can significantly boost their trust and satisfaction with your practice.
Patient stories are more than just testimonials; they're a window into the patient experience at your practice. Encourage your patients to share their journeys, challenges, and successes.
This can be done informally during appointments or through more structured means like a section on your website or social media platforms dedicated to patient stories.
Listening to these stories can help you identify patterns or recurring issues that may not be evident through surveys or data analysis alone.
They also remind you of the impact you can make on their lives, motivating you to further improve and adapt your services to meet their needs continually.
By prioritizing a deeper understanding of your patients, you enhance their experience and build a stronger, more patient-centered practice.
Leaning into technology can significantly increase the efficiency and reach of your practice, providing better care and convenience for your patients.
From offering services online to utilizing mobile apps and smart tools, technology opens up new avenues for connecting with and treating your patients.
Offering services online is a game-changer for practitioners and patients, improving accessibility and convenience. Here are a few ways to get started:
Mobile apps can streamline patient communication and offer them resources at their fingertips.
Consider these examples:
Communicating effectively with your patients ensures they receive the right information at the right time. Here are some smart tools and examples of how to use them:
Start with one or two of these solutions that seem most beneficial to your practice and patient base, and then expand as you become more comfortable with the technology.
Social media offers a powerful platform for medical practices to connect with their community, engage patients, and build a stronger online presence.
It's about more than just posting; it's about creating a space where your values and expertise can shine.
Choosing the right platforms is crucial for effective engagement. Consider these tips:
Keeping your audience engaged requires creativity and consistency. Here are some ideas:
Maintaining a positive online reputation is essential. Here's how to manage it:
By actively engaging with your community on social media, you enhance your practice's visibility and establish a trustworthy and approachable image.
Remember, the goal is to create meaningful connections with your patients, providing them with valuable information and showing the human side of your practice.
You want to connect with more patients and share what makes your practice special, but there are legal, ethical, and practical hurdles to consider.
Marketing your healthcare services isn't just about creativity; it's about staying within the lines of the law and ethical standards.
It's crucial to know the basics of healthcare laws like HIPAA, which protects patient information, and to always present your services truthfully.
Simple rule of thumb: if you wouldn't say it directly to a patient in your office, don't say it in your marketing. Setting up a basic review process for all your marketing materials can help keep things on track.
As you explore digital marketing, remember that patient privacy is your top priority.
Whether you're emailing patients, sharing success stories on your website, or posting on social media, always ensure you have consent and that patient information is protected.
A good practice is to regularly check your digital tools and platforms to make sure they're secure and compliant with privacy regulations.
Your patients are more informed and cautious about the health information they consume online, so to build trust, focus on transparency and back up your claims with evidence.
Sharing patient success stories (with their permission) or explaining treatment options in simple, understandable language can go a long way.
Also, being active and responsive on social media can help show patients the real people behind your practice.
Keeping up with digital marketing trends doesn't mean you have to be a tech wizard.
Focus on a few key areas like making sure your website is easy to find and read (SEO basics), using social media to share helpful health tips, and managing your online reputation by responding to reviews.
There are plenty of cost-effective tools and resources out there designed for beginners.
It's about striking the right balance between reaching out to new patients and staying true to the core values of healthcare.
Determining the success of your marketing efforts is crucial to ensure that your strategies are effective and to make informed decisions for future campaigns.
It's about understanding the impact of your actions on patient engagement, satisfaction, and, ultimately, on your practice's growth.
The most direct way to understand if your marketing resonates with your patients is through their feedback and engagement levels.
Increased appointment bookings, more inquiries through your website or social media platforms, and positive comments or messages indicate that your content is hitting the mark.
Patient surveys can be a goldmine of information, providing direct insights into what your patients think about your marketing content and what they’d like to see more of.
When patients begin to mention specific campaigns, tips, or stories you've shared in their interactions with you, it's a clear sign that your marketing efforts are not just being noticed but appreciated.
Web visits, likes, and other social media engagements are often seen as vanity metrics, but they can offer valuable insights into the effectiveness of your marketing strategies.
Increased web traffic suggests that more people are interested in your practice, which can be attributed to your marketing efforts driving awareness.
Likes, shares, and comments on social media posts indicate that your content is engaging and resonates with your audience.
However, the true measure of success goes beyond these numbers; it's about converting that interest and engagement into tangible outcomes like appointments or referrals.
To assess the value of your marketing efforts effectively, consider the following points in bullet format:
Evaluate the expenses involved in your marketing activities. Measure the increase in patient numbers and the uptick in services they utilize as a direct result of your marketing.
Immediate revenue increases from new or returning patients directly linked to specific marketing campaigns.
Check if there is an increase in the frequency of patient visits and broader utilization of offered services, indicating a deeper trust and reliance on your practice.
Monitor patient testimonials and referrals as indirect markers of the effectiveness of your marketing strategies. Patients referring others are strong indicators of a successful marketing approach.
Use patient feedback to gauge overall satisfaction and trust in your practice, which can be boosted by effective marketing.
Evaluating the success of your marketing strategies is an ongoing process that requires attention to both quantitative metrics and qualitative feedback.
By staying tuned into your patients' responses and keeping an eye on the broader impacts of your efforts, you can ensure that your marketing reaches those who need it.
Ultimately, it's all about finding the right way to connect with your patients while keeping their trust and privacy at the heart of what you do.
By getting to know what your patients need, using the latest tech to make their lives easier, and sharing stories and tips that matter to them, you can grow your practice in a way that feels genuine and caring.
Remember, at the end of the day, it's not just about attracting more patients; it's about building a community where everyone feels valued.
Hey, it's Mick and I'm the Head of Growth and Partnerships at POWR. My career spans two decades, primarily marketing in the healthcare space, with stints in broadcast television, advertising and copy editing.
I went to the College of Journalism at the University of Louisiana - Monroe and a storyteller at my core. My wife Elizabeth, son Gavin, and pup Jolene currently call Lafayette, Louisiana home.
Follow me on LinkedIn.