Harness the Power of Emotional Connections
Three healthcare marketing strategies to tackle in 2019
These days, building brand awareness for your health system or practice just isn’t enough. To get patients and referring providers to actually take action, you have to reach them on a personal level—helping them make emotional connections with your organization and your providers.
This takes work. But it’s worth it. In addition to staying with a brand longer, emotionally connected patients also extend your reach through referrals (including direct recommendations and sharing on social media). This translates to greater market share and profitability—while also lowering the cost of acquiring new patients.
So how do you create those connections? Here are three high-level strategies to tackle in 2019.
Get providers involved in content.
The more people know about your providers, the more likely they are to forge emotional connections. After all, 80% of patients go online first to research health information. When they do, make sure your doctors and other providers stand out from the crowd. Feature candid photos of your providers in social media posts. Share details about their hobbies and interests. Create (and promote) blog posts that are attributed to them. Highlight any specific provider’s training/expertise in your website content. Providing this additional content will also help your practice when it comes to search rankings. Google rewards websites that regularly produce new, high-quality content. That means when potential patients Google a specific condition or treatment, they’ll be more likely to see your website listed among the top results.
Polish your online brand.
Your online presence matters. A lot. We already learned that 80% of patients go online first to research health information. Also, 82% of patients use online reviews to evaluate doctors. If this doesn’t prompt you to ramp up your online presence, we don’t know what will. Here are some tips to get started.
Ensure accurate online listings
Claim all listings – for the organization and the providers. (“Claiming” a listing means registering as the “owner” of that listing.) About two-thirds of patients searching online find providers via Google search/maps, so make sure to claim all Google listings. Other important sites include Doximity, HealthGrades, Vitals and Yelp.
Once you’ve claimed the listings:
Complete the profiles. Be sure to include all the basic info such as name, address, phone and website. Also include a description of your health system or practice, as well as hours and photos.
Remove outdated or inaccurate listings.
Stay on top of online reviews
Sign up with each review website to be notified when reviews are posted.
Respond as the system/practice. (You can do this once you’ve claimed your listings.)
Respond to ALL reviews, both negative and positive. For help with what to say, check out our Tips for Managing Online Reviews.
Use the power of your data to tailor your marketing.
What are key demographics for common procedures? Are there any points at which patients delay surgery or other treatments? If so, why? The answers to these questions can most likely be found in your patient data. And knowing this can help you tailor your marketing efforts to better connect with patients. Get started with these tactics.
Analyze patient visits by age, gender, location, condition/treatment, provider, etc., to identify trends and opportunities.
Dive deeper into referral data to find new ways to grow that pipeline.
Examine data for frequently postponed procedures to identify when those decisions are made by patients. Then follow up on unscheduled or canceled procedures.
Implement patient surveys to find out what interactions can be improved.
Find the right partner
If you’re feeling a bit overwhelmed, that’s OK. You don’t have to be an expert in data analysis, content marketing and search engine optimization to succeed. You just need the right partner to help you do it.
Here at Bloom, we help healthcare providers build stronger relationships with current and potential patients every day. To find out how we can help you, contact us today.