Healthcare providers dedicate years to extensive schooling, honing their expertise in their respective medical specialties. While medical school imparts invaluable knowledge about patient care, it’s not business school. When providers open their practices, they juggle the operational complexities of running a medical facility while also attracting new patients.
In a highly competitive landscape, a thriving medical practice requires more than just exceptional clinical skills. You must embrace innovative marketing techniques to reach your target audience effectively. By incorporating these game-changing marketing strategies, you can distinguish yourself from the competition and position your practices for sustainable growth.
Build a robust online presence
Seventy-seven percent of potential patients search online before booking an appointment. For new practices, this means being easy to find online is crucial. You may provide some of the best quality care in your area but miss out on potential new patients if your online presence is inferior.
A professional website and local search engine optimization (SEO) are two of the best ways to establish an online presence. Your website should reflect your professionalism and expertise and include significant content and keywords. It should have a responsive, mobile-friendly design and be accessible to all users. Make sure to have detailed pages that offer and explain your services, introduce your team, and include your contact information. Update your blog regularly with helpful content. And include digital intake forms so patients can complete them from wherever they will go a long way and save time once they arrive at your office.
Claim your Healthgrades, Yelp, and Google Business Profile listings at a minimum and add accurate information about your clinic. Encourage your patients to leave reviews after their appointments when their positive experiences remain fresh. Ideally, you should automate these requests.
Use social media platforms
Although social media is a great way to connect with and engage patients, it’s underutilized in healthcare. While it’s essential to be available on Google and have an updated website, many potential new patients will look for you on specific social media platforms. In fact, according to Tebra’s 2023 Patient Perspectives report, 50% of Millennials and 54% of Generation Z would follow their doctor’s practice on social media if relevant content posts regularly.
You can create a strategy that matches your goal and target audience. TikTok, where short-form video content thrives, is extremely popular among Millennials and Gen Z. A chiropractor might showcase the benefits of chiropractic alignment, treatment of common ailments, or shared concerns to entice an audience.
Using Meta’s platforms, like Instagram and Facebook, can be an online storefront for your business. Leverage your Instagram page with images and videos that demonstrate your knowledge. Facebook is a great place to create events and spread awareness about an issue, such as a cause you support. Make sure you’re prepared to respond to both positive and negative patient feedback. If you don’t have the bandwidth, partner with a third-party expert to help manage your online reputation.
Encourage word-of-mouth
Word-of-mouth marketing is the most cost-effective way to promote your practice. Its power lies in its ability to connect you with the inner circles of your patients, who can become invaluable brand advocates and refer you to their friends and family in need of specialized healthcare. Similarly, online reviews play a significant role in building trust and attracting new patients.
Prioritize exceptional customer service and treatment. By going above and beyond in providing personalized care, you create a memorable experience for your patients, increasing the likelihood of positive recommendations. Encouraging patients to share their experiences and leave reviews amplifies your online presence and is a powerful endorsement for potential patients seeking solutions to their healthcare needs. By actively seeking referrals and reviews, you can leverage the influence of satisfied patients to expand your reach and solidify your reputation in the medical community.
Referral partnerships
Networking with other local physicians, healthcare organizations, and specialists is a great way to refer businesses to each other. Consider hiring a physician liaison to go to practices in your area and introduce you to physicians of different specialties who can refer their patients to you. Establishing a working relationship with general practitioners and medical professionals in your area benefits collaboration on treatment and patients.
A growing medical practice requires exceptional care and service and should be treated like any other business. Strategic marketing efforts will help you stay relevant to attract top talent and improve your competitive advantage amongst your patients. Growing your business and service offerings will be possible with referrals, an online presence, and access to relevant social media channels.
Jesse Noyes
Jesse Noyes is VP of Organic Marketing at Tebra, a leader in practice automation solutions for independent healthcare practices.
