Today, medical patients have got multiple options to choose from while selecting any healthcare facility. Most patients no longer feel the need to visit the nearest hospital, healthcare providers, or even medical units in the surrounding community since so much information is available online.
Therefore, it is essential to have a thoughtfully designed healthcare marketing strategy for new patients to arrive in your facility.
Even if you’re content with your current volume of patients, promoting medical services demands a thoughtful marketing approach to ensure that your healthcare brand remains at the forefront. Consider the various reasons why someone could decide to change healthcare providers while devising your healthcare marketing strategy.
You can’t expect to keep up your patient volume indefinitely without using any new-age marketing strategy like advertising on Facebook, 49% of consumers engage with branded video content on Facebook.
Key components of healthcare marketing
1. Employ a consistent healthcare branding strategy
You may believe that your knowledge distinguishes you from other healthcare practitioners, doctors, or hospitals. However, everything looks the same from the viewpoint of a new customer.
Firstly, you must determine the essence of your brand. What distinguishes your healthcare network, hospital, or medical practice from others? Is your workplace family-friendly? Is it possible to have a spa-like setting? Your medical teams are distinct in at least one way, and this is what helps patients remember your healthcare organization’s identity.
Your healthcare marketing plan will eventually be successful after realizing how best your brand can be represented in any marketing materials.
2. Create a mobile-friendly healthcare website
A responsive website adjusts to the size of the screen it’s being seen on, so the experience remains the same whether you’re using a computer, tablet, phone, or another mobile device. Although it is the industry norm today, search engines have been looking for it to identify the rank of your medical website for quite some time.
Google values user experience and will give preference to websites that have a mobile-friendly interface. In general, responsive web pages are the ideal choice for mobile digital healthcare. Check that your information and images are loading properly and rapidly on mobile devices, even if you have a responsive site.
3. Test site speed
Patients today are less ready to stay with poor loading times than ever before, according to healthcare marketers who research user behaviors online. Because of your sluggish website, it just takes five seconds to lose a potential patient who decides to seek care elsewhere.
Unsatisfactory user experience or patient experience issues could result in a decline in search engine results for your medical or healthcare website. Google’s Page Speed Insights allows you to test the speed of your website. If your website’s load speeds are slow, talk to your web developer about improving them. Also, keep in mind that you should evaluate the site speeds of your competitors, whether they are in your neighborhood or from your medical services sector.
4. Encourage reviews from patients on your website
Usually, patients post reviews only if their experience is very pleasant or poor. You’ll lose out on good comments from patients who were pleased with their visit unless you ask for reviews for your healthcare services. This may be tough for your front-desk workers to accomplish, and they should not be asked to assess each patient’s level of satisfaction as they leave.
As a result, we advocate that hospitals and medical practices use automated reviews as part of their healthcare marketing strategy. For satisfied customers, you should put an email requesting a review on the company’s website. Positive reviews appear straight on your website and may be able to offset any unfavorable online evaluations written elsewhere.
Poor scores allow healthcare practitioners or hospitals to elicit further information from the patient and, ideally, reach out and rectify the issues.
5. Use traditional media
Many hospitals, health organizations, and clinics are reluctant to invest in traditional publicity channels like radio, TV, banners, and newspapers. These are significant investments, and you must be selective in where you spend your money to achieve the best, measurable benefits.
The best approach to ensure that the appropriate people see your advertisements at the right time is to hire a reputable healthcare media buyer to make these selections for you. A billboard in the middle of nowhere won’t bring in many patients. Still, a television commercial that airs on a channel with demographics similar to your average patient will boost your ROI significantly.
6. Work on word of mouth publicity
Word of mouth referrals is an important part of any successful healthcare marketing strategy. Check with patients to find out whether they are satisfied following an appointment or operation. Inquire about your patients’ relatives, or send individual birthday greetings.
Send reminders for follow-up appointments via email and phone, and do everything you can to keep a healthcare relationship going. Patients will always appreciate your time and effort, and they may make a point of referring your local medical practice to their friends and family.
Summing it up
We strongly believe that all healthcare marketing strategies should be customized based on the individual requirement of your medical unit or healthcare facility. However, incorporating the above elements and the newest advertising strategy like advertising on Facebook can help you grow your healthcare business.