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There was a time when doctors didn't need to introduce themselves. New patients choose doctors or other medical professionals based on location, availability and often referrals. But unless you live in a small town, that may no longer be the case.
Healthcare customers are more accountable than ever. You have access to digital channels that you can use in countless ways to determine how and where to get healthcare. And if you're not already using these digital channels, you're definitely missing out.
Related: How to improve practice management and provide a better patient experience
This is a party, not a waiting room.
Doctors often focus on the waiting room to demonstrate their success. If all the seats are full, it means that your company is very good, right? Sure, but what about the long term?
The danger in using booked appointments as an indicator of successful marketing is that you lose sight of the essence of the customer journey. "How did my client get into my waiting room?" If you cannot answer this question. You cannot repeat that level of success in the future. They may enjoy an increase in initial bookings or annual visits, but if nothing fills the rest of the room, they will eventually dry up.
Today, the rest of the funnel is digital. Thanks to the Internet, healthcare customers are more comfortable than ever with diagnosing their ailments before going to the doctor. When a patient arrives at your door, you've spent a lot of time weighing their options. Your job is to make sure their path always comes back to you. If you're not using digital platforms, you're missing out.
Become a resource for information
With potential patients using the Internet more than ever to search for information about their health conditions, being the go-to source for this information is critical. For medical practices and professionals, content is now the most valuable form of marketing you can incorporate into your strategy.
Patients choose professionals based on their level of expertise. So by creating content that answers their questions and provides them with the information they need, you quickly increase your credibility. Prospective patients are more likely to make an appointment with you if they feel you have the connection they need.
Your potential customers are searching for information through various channels, including social media and Google searches. So you need to make sure your studio uses each of these channels.
Your goal should be based on your business needs. If you're just starting out, you'll want to focus on ranking in search engine results. This includes optimizing your content, website and social media for search engine optimization (SEO). Once you have that, you can focus on other digital channels.
RELATED: Here's How Healthcare Companies Are Embracing Digitization
Know your audience
Healthcare marketing strategies must be built around the audience. Not all specialties are created equal and not all patients require treatment. Your marketing efforts and strategies should reflect this.
For example, a chiropractor may limit the scope of their marketing efforts to a 30-mile radius because their clients are unlikely to travel for this type of care. On the other hand, a specialist cardiologist may see clients from all over the country come to their office, so their marketing reach should be very broad.
Understanding the geographic makeup of your clientele can help you create a digital and social media strategy that ensures you reach the patients most likely to book an appointment with you.
The health care landscape has changed irreversibly. The balance of power in knowledge has shifted, and potential patients can learn more before entering your practice. The same shift must be implemented in the healthcare industry to keep patient pipelines full, ensure reliability through knowledge sharing, and ensure providers reach patients at every step of the journey.
