In today’s dynamic landscape, patient acquisition is not just a task – it’s about forming meaningful connections. We’re breaking down practical strategies for your large practice or health system to stand out, making sure you not only intercept but genuinely engage with patients on the lookout for new providers.
Intercept patients when they’re listening
In a world dominated by digital footprints, meeting patients where they are is key. Leveraging platforms like Google search and healthcare-specific services like Zocdoc can significantly boost visibility. Optimizing your physicians’ listings in insurance provider directories by highlighting their specialties and other relevant information enhances the chances of attracting patients seeking specific medical expertise. Check back occasionally to make sure these pages are up to date, especially if your practice has undergone any recent changes.
A listing on BlueCross BlueShield’s provider directory
Create local, specialized content that resonates with your target
Tailoring your content to the specific needs of your community is another key strategy in patient acquisition. By addressing the needs of specific patient demographics (e.g., migraine sufferers in Austin) through forums, Google searches, and reputable health websites like WebMD, healthcare organizations can connect with their local target audiences. Furthermore, establishing patient communities on your site provides a supportive environment, strengthens retention, and positions your practice as the local authority in specific areas.
Take reputation management seriously
Effective reputation management is paramount in today’s digital age. Google reviews are often the first thing a prospective patient reads when trying to learn more about your practice. But it’s not only Google reviews you need to look out for – be sure to be on top of social media comments, clinical profile pages, or appointment-booking services, such as Zocdoc, where patients can easily read what others are saying about your practice. Swiftly responding to negative reviews and gaining insights from positive ones not only helps maintain a positive online image but also allows healthcare organizations to continually improve their services based on patient feedback. This is an area that takes a lot of monitoring, and so practices that are on top of it can really gain a meaningful advantage over those that let this get messy.
Google reviews for Dell Children’s Medical Center North Campus
Once they get to your website, close the deal! Then measure it.
Once potential patients land on your website, it’s crucial to close the deal. Highlighting your specialties prominently ensures that visitors quickly find the information most relevant to their needs. Offering online appointment scheduling minimizes resistance and streamlines the process, making it more likely for visitors to convert into patients. Make sure to set up Google Analytics to track your conversions and measure different key events, such as inquiries and appointment requests, and then compare them to industry benchmarks.
Highlight physician and staff personalities through engaging video content
Not being doctors themselves, patients judge practices by assessing the people who work there. Video content is a powerful tool for creating a personal connection with patients, making the healthcare experience less intimidating. Educational videos covering general health and lifestyle, as well as your practice’s areas of focus, can engage and inform. Patient testimonials provide authentic insights into the patient experience, while promotional videos showcase the unique features of your practice, suitable for sharing across various platforms.
Make it easy, flexible, and convenient
Patients want it to be easy to interact with you, and easy-to-use technology is one of the best patient experiences you can provide. Patients knowing that they can book online, consult with a healthcare provider easily from the comfort of their homes, and email or chat when they have questions makes them more inclined to choose your organization over others. For prospects, consider including a chat feature that gives patients more ways to ask questions that may not be answered or are hard to find on your website. And don’t forget to make sure the insurance information on your site is current and easy to find – we recommend putting it on your homepage.
Capitalize on social proof
Capitalizing on social proof through ratings and reviews is a timeless strategy. Actively encouraging patients to leave reviews by sending links via text or email increases the likelihood of positive testimonials, influencing potential patients and contributing to the overall success of your patient acquisition efforts.
By strategically intercepting patients, tailoring content, and embracing new tools like video and telehealth, your large practice or health system can navigate the healthcare landscape with a purpose-driven approach.
Visit our Healthcare Specialties page to read more about Steel’s Healthcare Marketing Capabilities.
By: Carly Hudgins and Daisy Nguyen
