3 ways to bolster your health care marketing

Try these approaches to build trust and to attract and retain patients for your facility or practice.

You can’t help patients if they don’t know you’re there to help them.

From health insurance companies and hospitals to health care attorneys and private medical practices, marketing plays a key role in cultivating new patients/clients and building trust.

Here are some key ways to improve your health care marketing:

Keep it personal

Although technology has streamlined record keeping and has automated appointment confirmation calls, having a doctor record intimate information on a computer or tablet can seem impersonal.

Selecting a medical practitioner, someone people can entrust with their health and well-being, is a deeply personal decision.

To ease that decision, you might develop a “meet the doctor(s)” for the home page of your website, or you could engage patients to share their stories in your e-newsletters and blog posts. Finding ways to help prospective patients connect with your practice and practitioners is vital to building trust and attracting new patients.

Embrace and monitor online reviews

What are patients saying about your facility on social media? When was the last time you checked out your hospital’s reviews on Yelp?

Online reviews offer a third-party perspective on the patient experience and can help prospective patients in honing their search for a new practitioner.

Soliciting online reviews from existing patients can be done in a variety of ways—some subtle and others more direct. You can drive online reviews through in-office signage, email marketing campaigns and adding requests to invoices.

Conduct research

Insurance coverage under the Affordable Care Act has changed the health care landscape. Many folks are feeling overwhelmed by these changes, and letting them know that their opinion is valued can play an integral role in building trust.

Research can come in many different forms. Some options:

  • A private practice might deploy individual patient satisfaction surveys after each visit, or a comprehensive survey after a merger to gauge how well the changes were communicated to patients.
  • Larger efforts could entail engaging a firm to conduct health care market research.
  • A specialty practice might gather data to help bust a myth about the treatment of a particular disease or affliction.

A version of this article originally appeared on Co-Communications.


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