In the digital age, a strategy to grow your practice should be simple and straightforward while still covering every angle of online outreach and visibility. The first step to growing your practice is to establish your marketing strategy.
Identify your audience
The first step in creating a healthcare marketing strategy is to identify your target audience. If you can think about the needs, wants, problems, and fears of your audience, you have a clue into what information they may be seeking.
Next, you can think about how to help them by providing empathy and a solution to their problems. In a medical practice, your audience likely wants good health, and the fear is health issues worsening. This is the strategy used by iProv as outlined in a recently published e-book about the best healthcare marketing strategies. Your audience may also be focused around certain genders or ages, such as if you are a women’s clinic or pediatrics, so these demographics should be taken into consideration as well.
Fine tune your branding voice
Once you have an idea of whom you are targeting, you can determine the voice you want to deliver. You probably have a logo and images, but a brand goes far deeper than these. It is about determining the style and tone you want to use to communicate with your target audience.
Have a great website and landing page
After establishing the best branding voice to use, you may want to audit your website, so it coincides with this message. A great website helps provide a strong online presence, and you also need some great landing pages to direct the new traffic visiting your site.
A landing page is a site to direct visitors to, providing a place for them to “land,” and follow a call to action. It provides an effective pathway to reach a larger audience, and turn that audience into patients. Another item to check for in this stage of setting up your marketing strategy is to verify your listing accuracy on search engines, which can be the difference of whether or not a new patient can find you.
Identify your platforms for outreach
The next question you want to ask is where you want to get out your advertising. Since your audience in healthcare may be geared toward a certain age range, you want to communicate to them effectively and on the right platforms where you can reach them.
Surprisingly, social networks have become an important health resource for a vast age range, and nearly 90% of older adults have used these networks to acquire or share health-related information. With this in mind, social media is a great place to get the word to your audience. On Facebook and Instagram, you can establish credibility, build an audience, and participate in paid social ads.
Using a combination of the two platforms is arguably the best way to directly market patients in healthcare, and the benefits of being present on social media as a medical practice are innumerable.
Allocate a budget
You want to avoid going through all the steps to develop your marketing strategy, only to not have the appropriate budget to support it. Talk to a healthcare marketing team about the best ways to allocate for each platform.
Consider budgeting for professional video as well. Video marketing is one of the strongest, most effective ways to reach an audience. Healthcare search engine optimization (SEO) services can take time to understand and develop, but you can consider outsourcing some of these duties to a third party that specializes in these services to help and ultimately save money.
Train your team to provide great customer service
As you prepare to launch your new marketing strategy, you should also be preparing your team to handle the increase in business, and define the process of handling leads. This is not always thought of as “sales” in the medical world, but the moment a potential patient reaches out in some form to inquire about becoming a new patient, a sales process has begun.
Who is responsible for responding to new leads? What is the expected time frame? What it the new patient process? You should ask yourself these kinds of questions, and strive to provide the best service possible by prepping the personnel involved with new patients. The best part of this is that a great experience can lead to referrals and reviews from satisfied patients.
Connect with us
Take the necessary steps to grow your practice, and start seeing results today. Contact iProv at (501) 475-3287 to learn more, and have someone by your side to navigate these steps.