2020 has been a crazy year for almost every industry, but healthcare has been uniquely impacted. Many patients are opting out of elective care this year. Additionally, a study by Prophet found that 80% of people are not satisfied with their current patient experience. This means many patients are looking for something better. Following some of these marketing tips can help patients see the benefit of choosing your organization.
If a potential patient finds you through an ad or search, you want to make sure they have a great experience when they visit your site, otherwise, you will have missed out on the opportunity. Make sure that your landing pages clearly display the most important information and make it obvious what the next steps are.
Content marketing provides a way for you to demonstrate your expertise to your audience. This can build trust and can help people find your site. Creating useful content can also increase your ranking in search engine results.
Putting a face to a name is another great way to build trust with your patients. Use your social media accounts as an opportunity for patients to get to know their clinicians so they feel more comfortable coming in for a visit.
Video has been proven to garner more engagement than still imagery. Adding a video to your website and mixing clips into your social media content strategy can attract users' attention and also communicate important information about your organization to them.
Once you have social media counts, make an effort to keep them active with at least a few posts per month. This will keep you on the radar of your followers and will also look more appealing to prospective patients who are checking out your online accounts.
Testimonials are another important way to build trust because they provide social proof. Don’t be afraid to ask patients to leave you a review and display them prominently on your website and social media pages. If through this process you receive some criticism, don’t get defensive and take time to consider how you could have improved that patient’s experience.
Patients have a lot of options for knowledgable practitioners, but something that can set you apart is the experience you provide. For example, right now is a great time to use social media to let patients know what to expect when they visit and what precautions are in place to prevent the spread of COVID-19. This can help them feel more comfortable with the decision to make an appointment.
If people are mentioning your organization online ensure you have someone who is dedicated to responding to them in a timely manner. Make sure that your online strategy is aligned with your overall customer service strategy.
If you do not yet use paid advertising in your marketing strategy, this may be the push you need to get your business in front of a new audience. Before you begin, make sure your landing pages make sense for the ads you want to run. Then identify a target audience and strategy to reach them via ads. Finally, create ad copy that is eye-catching and to the point.
Worldwide about half of all website traffic comes from mobile devices. Ensure that all pages of your website are functioning properly across mobile devices. In addition to the layout on mobile, test your site's loading time to make sure it does not slow down on mobile. Google’s algorithm also uses the mobile version of sites to look for keywords so keep this in mind to improve your SEO ranking.
We hope these tips help you to optimize your healthcare marketing efforts. Do you have a favorite strategy or technique? Let us know on Twitter, @KuvioCreative.
Kuvio Creative is a digital agency that uses our expertise to provide innovative technology and process solutions that empower our clients to maximize their talents and exceed everything they thought possible. Book a free chat with us.
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