One of the biggest and most frustrating challenges for any healthcare business is attracting and retaining patients. It doesn’t matter whether you run a small private clinic, an online telehealth service or a specialised practice, patient growth is essential for long-term success.
Although your primary focus must be on providing quality medical care, you do still need to drive traffic through the door and make money if you are to drive in this competitive business landscape. There are more and more new healthcare businesses being established every day, as well as a growing population with complex medical needs to serve.
Attracting and retaining patients is all about providing the best experience possible, as well as taking practical steps to promote your services and build your brand reputation. The following article outlines ten practical steps you can take to reach more patients and build lasting relationships.
Define your ideal patient
Before investing time and money into marketing, it’s important to understand who your ideal patients are. These are the people you should be focusing on when it comes to defining your services and marketing your practice. Consider demographic factors such as age and location, as well as information such as health needs, and how they typically find healthcare providers.
It may be that your clinic focuses on senior care, or you may run a specialty practice that serves patients with specific conditions, such as chronic illnesses or rare disorders like von Willebrand disease (VWD). Whoever you are targeting, as long as you clearly define your audience, it will become much easier to tailor your messaging and services to meet their needs.
Establish your online presence
Most patients begin their healthcare search online, so you need to make sure your online presence is up to scratch. Otherwise you’ll lose potential patients before they even find you.
Start with a professional, easy-to-navigate website that clearly explains your services, location, contact details, and how to book an appointment. Make sure your website is mobile-friendly, as many patients search on their phones.
Optimise for search engines
Unless your business is fully online, you need to attract patients who live near to your practice. Local search engine optimisation (SEO) is the most effective way to achieve this. Firstly ensure your business is listed accurately as a Google Business profile as well as other relevant local directories and healthcare listings sites. Your business name, address, and contact information should be consistent across all platforms.
Make sure your website uses keywords that your target patients would be using to solve their problems, and make sure the locations you serve as well as the location your premises are in, are listed frequently throughout your site.
Streamline the booking process
Convenience plays a major role in patient decisions. If booking an appointment is difficult, many people will move on to another provider. Some people are not confident using technology, particularly older people, so offer multiple booking options, including phone and online scheduling.
Online appointment booking is especially important for younger patients and busy professionals who don’t want to spend time waiting on the phone. Send automated appointment reminders via text or email, as this can reduce no-shows and improve the patient experience.
Use clear communication
More so than any other industry, building trust is critical in healthcare. Communication is paramount, so use clear, simple language when talking to patients and avoid overly technical jargon. This goes for all messaging, whether face-to-face, online, or through social media.
Although it may not seem that important for getting more customers, when a patient feels trust and loyalty to a healthcare provider, they will stay with that provider and possibly refer their friends and family to you.
Create a solid digital marketing strategy
Social media is a powerful tool for connecting with patients. It enables you to reach new patients and engage current ones. Although your ultimate goal is to get new business, your messaging should not be salesy or self-promotional. Of course you can make people aware of your services, but you will find more success by educating and informing your audiences. For example, share health tips and enable followers to improve their own mental and physical wellbeing. Quality content helps to establish your business as an industry authority and will expand your reach organically.
Your digital marketing strategy does not need to focus on every single social media platform there is. Just concern yourself with the ones your ideal patient will be using.
Optimise the patient experience
If a patient has an excellent experience, they are more likely to recommend your services to friends and family. These word-of-mouth referrals are one of the strongest drivers of new patients. SMall details such as friendly staff interactions, short wait times and considerate follow-ups communications can make a huge difference.
Build partnerships
Building partnerships with other healthcare organisations and professionals can help expand your patient base. Look for opportunities to collaborate with physicians, specialists, laboratories, or community health organisations. These links will be mutually beneficial for all parties involved, as well as optimising quality of care for your patients. Promote these partnerships on social media and encourage your partners to promote your business to their networks.
Encourage patient feedback
Patient feedback is a valuable source of insight, and positive reviews help to attract new customers. Encourage patients to give their honest opinions of your business, including positive experiences and areas in which you could improve. Use surveys and online reviews, as well as informal conversations to glean this insight. Make sure you act on any negative feedback or constructive criticism, refining your services and addressing concerns appropriately. Showing that you take feedback seriously builds trust and demonstrates a commitment to continuous improvement.
Monitor your performance
When it comes to patient acquisition, it’s important to monitor key metrics so you know what is working and what isn’t. Key performance indicators such as appointment requests, website traffic, referral sources, and patient retention rates are crucial. This data helps you understand where to focus your future efforts.
Conclusion
In summary, getting more patients for your healthcare business is about building trust and delivering an excellent patient experience. By focusing on digital marketing, streamlined processes, clear communication, and patient-centered care, you can attract more patients and ensure repeat business.