The Medical professional is dealing with a very different healthcare industry today. It’s changed considerably, even from the one we knew just a couple of years ago.
In the fast moving and changing landscape of healthcare, where digital transformation and patient care and engagement meet, digital marketing has become vital for practice owners growing their business.
Healthcare professionals face the challenge of standing out from the crowd in a cluttered digital environment, where patients turn to online channels for healthcare advice and services. Patients now turn to search engines and social media to find information and the strength of great reviews is palpable. Making the case for a strong online presence unignorable.
The fact is, patients are more proactive in seeking their own healthcare than ever. Marketing serves as a channel for educating potential patients enabling them to make informed decisions. It also enhances the patient experience offering engagement, communication and helps build trust.
In the UK, almost *50 million health-related searches are made using Google per year. Plus of course people are searching in real time. It’s not unusual for people to spend time online at different points during the day and night, plus there often ‘double screening’ and search whilst doing other things. Identifying who your audience is, what they spend their time doing and the digital channels they use is vital to the success of your digital marketing strategy.
So how do you make yourself famous in this cluttered and competitive marketplace and ensure your practice is front of mind. Here are three key points I’d recommend you give some thought to:
- Identify Your Target Audience – who do you want to talk to?
- Establish your point of difference – what’s your unique selling point?
- Engagement – what do you want them to do?
Identifying Your Target Audience – How?
Do some market research with your existing patient base, understanding the demographic and behavioural characteristics of your current patient is the starting point for your marketing strategy. Take a look at your competitors, who are they talking to and what does their marketing look like. Talk with your Team, they engage with your patients every day and will have built a strong view of who they are.
Establishing your Point of Difference – What do you want to be famous for?
We can’t be all things to everyone! Being the ‘Specialist’ is important but being accessible and easy to engage with is vital. Consider focusing on the key benefits for a patient choosing your practice. Your speciality, ease of access and outcomes are all key selling points. Importantly though, remember to sell the benefits of your practice and not just the features.
Engagement – How?
Increasing digital visibility using health professional platforms like Doctify can help to build your ‘shop front’, encourages engagement and builds credibility. Digital ‘word of mouth’ is as powerful as the traditional method!
Meet the Team Pages on clinic websites along with individual hospital Consultant profiles offer wide audiences and the opportunity to showcase your practice on third-party sites. A great way of building visibility and your ‘brand’ equity.
Using a mix of digital channels is paramount in reaching your audience and they don’t have to be expensive. Using social media channels to share success stories, health-related information and tips is a unique way to amplify your services.
Social Media for Healthcare has emerged as a powerful tool, building strong relationships with communities and providing valuable information. Here at MidexPRO we choose social media platforms to develop relationships with our clients and are proud of our following and our engagement levels. Navigating the nuanced landscape of social media requires some thought and planning so reach out to Marketing experts that might be onsite at the locations you work at for some support.
Insurers, are you aligned with your preferred insurers, can they access your details and how easy is it for them to book a patient into your diary.
Talking of diaries, how accessible is your diary? Can a patient, GP or Insurer book digitally into your diary? It’s never been more crucial to offer an appointment to your potential patient. The healthcare audience have an appetite to be seen quickly, and these digitally savvy people will often choose the ‘BOOK NOW’ option if it’s available to them. MidexPRO has an online diary which captures real data for patient requirements whilst also capturing key marketing information.
Whichever channels you choose to use, your online reputation will play a pivotal role in attracting and retaining patients. It’s important to remember to regularly monitor online review platforms for feedback and insight. MidexPRO’s relationship with Doctify supports requests for reviews directly from the system, also enabling clinicians to send potential patients to the site for further information if needed.
How can we help?
MidexPRO captures an abundance of data for you to use to support any marketing tools you have. You’ll find this information in the REPORTS section. The Support Team can help you with finding the information you need.
Use the online booking system to support you and allow patients to book in real time and remember we are integrated with Doctify so you can capture honest reviews to act on and use in your marketing material.
*Source Benenden Health July 2024