Marketing

for the

Healthcare Provider

Created by

Patrick CoxMarketing Consultant

for

PAmaa MarketingVisit us at

www.patsbizblog418.wordpress.com

3 Key Aspects

Message

Delivery

Service

As a healthcare provider

“WORD OF MOUTH”

advertising is the most successful

way to grow your business.

In order to get the people talking,

you need to get them in the door,

and that can be done a variety of

ways.

It just takes the right message.

The MessageYour message, whether it’s direct or in-direct should be straight to the point and snap them into attention:• Simple and direct• Acknowledges the problem•Makes it personal•Gives direction• Provides relief

Marketing Mistake

Providing “Preventative Medicine” is good

business, however not very marketable.

When growing your business be sure to focus your

message in the right direction.

Relief, not Prevention!When planning your strategy it is very

important you realize

80% of all human activity revolves around escaping the pain!

Therefore

Remind the people who you are,

A HEALER!

“Relieving the Pain” is your job!!

How can you help the patient?

Your message should be one of relief.

People don’t look for healthcare providers for fun, they look for you to relieve the pain, to make

them feel better.

Your message should reflect how you will help.

DeliveryYou have your message, now your job is to get it to your target audience. This can be done with:•A strong digital presence•Direct mail•Community involvement

Marketing Mistake

Healthcare providers relying on word of mouth

alone are playing a dangerous game if they don’t

have a strong digital presence.

Get online, get social and get noticed!

Clean up your websiteYour website is the digital face of your practice, but if it’s

hard to find and navigate, you will surely miss out on many opportunities.

80% of patients go to the internet to find a doctor!

If the people don’t see you, they won’t look for you, remember, they are in pain, they don’t have time to

waste searching the internet for you, it’s your job to be visible to them.

Test your Visibility

Google your specialty and your

location.

If you don’t show up on the first page,

you have work to do.

Having a strong digital presence in a

variety of places will gain you the

visibility you require.

Be sure to post, share, comment and

link

Your WebsiteA PROFESSIONALLY designed website delivers a sense of comfort and stability. It should be:

• Well designed, have a medical appearance, and be image loaded• Easily accessible with an online appointment scheduler

(21% of patience schedule online)

The Content should:• Be Informative• Be Helpful • Provide answers to the problem with tabs linked to insurance providers,

services, symptom checkers, at home treatments, and helpful resources.

A great website can do most of the work for you by making it very simple for the patient to see the value in what you provide.

Mobile Ready People are relying more and more on their

phones to do virtually everything, so when

they start searching for a doctor, your website

better be viewable on their phone.

• 1/3 of patients search via phone or tablet

• 44% schedule an appointment via mobile device

Blog58% of healthcare providers use blogs to educate

their patients.

Blogging is a great way to drive traffic to your website, especially when you

are writing about specific symptoms and conditions.

41% of searches start with symptoms

38% of searches start with specific conditions

Just remember, the goal here is to gain notoriety online, this is accomplished

when people are visiting your site, sharing your info and linking to you.

Social Media12% of all your patients can and

will post online about an experience at your office, make

sure it is a good one. Social media plays a strong role

in your visibility. The more traffic linking to your

site, the better off you are when it comes to SEO.

VideoSimply put, VIDEO drives online engagement.• You Tube traffic to healthcare providers has increased 119%

year-after-year

• 30% who watched a video booked an appointment (have a link to scheduler)

• 43% watch testimonials

• 64% watch to learn about your practice

• 56% watch videos to learn about procedures

Video allows you to demonstrate your expertise and if you’re not providing something informative, you’re missing a great

opportunity.

Direct Mail Marketing

Your message needs to be delivered using multiple

marketing methods and while your digital presence is

crucial, no one will know you exist unless you tell them.

That is where an intensive direct mail marketing

campaign comes in, delivering your “Healing the pain”

message to every door in your neighborhood.

What’s in it for MeTo effectively reach your target audience, PEOPLE IN PAIN,

your message needs to tell how you will help.

• “Sick and Tired of Being Sick and Tired? Call us at **********, We’ve got just what you need.”• Acknowledges the pain, gives call to action, provides a solution

• “GOT PAIN, call us at **********, we GOT MEDICINE”• Simple, basic, easy to follow directions

Get Graphic or Go Home• The same message is being used

everywhere, don’t become a victim of “The No See Nancy”, apply a little Shock factor and get your message seen…• By using “Shocking” imagery, you get

the prospective client to do a “double-take” providing a few more VITAL seconds for the message to be seen.

Helping Others!!Get involved with the community.

You have an amazing talent and can help a lot of people, share it

with others.

93% of consumers will be more loyal to an organization

that support social issues.

Altruism is great business, help others and they will help you by

remaining loyal to your practice.

SERVICE

Your message has proved successful, you have a steady

flow of new patients visiting your practice, now you’re job

is to keep them coming.

Marketing MistakeUnder estimating the power of “Word of Mouth” is a

crucial mistake.

The effect of one bad review posted on your website or

on a group page on any social media site,

can be devastating,

treat them well and they will do the same.

Patient RetentionRecent surveys have shown that in order to retain a strong patient base the key to success is your:

• Ability to fix the problem • Availability and timeliness• Bedside Manner

When you provide your patients with great service, they will return the favor by telling the community

about your practice.

The word on the street is…

Your patients are talking and sharing their experience with your practice.

In today’s market one person can share their experience with thousands in a matter of seconds.

• 50% will share with family and friends

• 12% will review your practice on social media

• 6% will post a review on your website

SourcesInformation for this slide show was gathered from several sources:• Google trends: http://

ssl.gstatic.com/think/docs/the-digital-journey-to-wellness-hospital-selection_research-studies.pdf• 2013 Cone Survey: http://www.conecomm.com/research

For more information on this and other marketing strategies please visit: www.patsbizblog418.wordpress.com