How to Use Marketing to Grow Your Healthcare Business
Give your expertise what it deserves with a great marketing strategy.

Gone are the days of patients flocking to healthcare businesses on merit alone. Nowadays, you have to be more than just good at what you do. You have to be good at what you do and good at making sure people know it!

Marketing your healthcare business has become an integral part of the formula for a successful healthcare business. It allows you to reach new customers, increase your current customer loyalty, and make your business into the booming practice you've always dreamed of. Whether you're a healthcare business owner struggling to build up your clientbase or just looking to grow, these fundamental tips will help you get your healthcare marketing strategy into tip top shape. 

1. Know your brand and keep it consistent

Before you start revamping your social profiles and redesigning your website, it's crucial to understand what you have to offer patients that is unique to you and your practice. While you may feel that your expertise speaks for itself, customers might struggle picking you out from the crowd of other providers unless you're clear about your unique value proposition. 

Your unique value proposition (UVP) is a 1 to 3 sentence summary of what makes your healthcare business different from other healthcare businesses in your field. When crafting your UVP, brainstorm what’s unique about your practice. Is it your customer service? Your background in dealing with a specific niche of patients? Your holistic approach? Your stylish office? Take previous patient feedback into account -- what have patients expressed satisfaction with most often? That might be the most compelling aspect to lead with when crafting your UVP. 

Once you’ve crafted your UVP, you can focus your marketing messages on those aspects of your healthcare business. You may want to experiment with adjusting your focuses and see if emphasizing other unique aspects of your business leads to a better response from prospective patients.

2. Upgrade your patients' online experience

You need a website, and you need a good one. If you don’t have a website already, get one! Especially now when many people are fearful to leave their homes due to pandemic fears, people choose the businesses online first. If you don't believe me, listen to this: 97% of consumers go online first to find a local business or local services.


Whether you have a website already or are building one, you need to optimize your website design and copywriting. According to the Nielsen Norman Group, viewers typically give a website 10 to 20 seconds of attention before deciding whether to leave or dig deeper. That means that you need to communicate to potential clients what you do, what’s special about you versus other businesses in your industry, and why they should care. It’s a tall order, and don’t expect perfect execution from day 1! Just keep that in mind as you build or revamp your website.


Once you’ve built your website to be compelling, take a look at some of the more technical stuff. It’s absolutely vital to ensure that your site is loading quickly. It only takes 5 seconds to lose a prospective patient who decides to navigate elsewhere to their healthcare thanks to your slow site. You can check your website’s loading speed with Google’s PageSpeed Insights, and if you find it to be slow, talk to your web developer to figure out how to change that. 


Finally, make sure your website is mobile-friendly. More and more customers are using mobile to find the right business for their needs. Make sure your website is still easy to navigate on mobile by ensuring that your web developer helps you create a responsive website that automatically adjusts to the size of the screen for any platform.


3. Leverage social media

Get active on social media! 73% of marketers consider social media to be an important and effective part of their marketing strategy. Not to mention, it’s not rocket science to get started! Start by making your accounts on the largest platforms (Facebook, LinkedIn, Instagram and Twitter) and work from there. Personalize your profile pages to entice customers and clearly communicate what’s great about your healthcare business. Give insights into your practice to humanize your business for customers, share testimonials from previous patients to increase your healthcare business’ credibility, and advertise events or promotions to bring in new patients.


Social media is great for both enhancing your relationship with existing customers and making a good impression on prospective customers. However, if you’re looking to see big growth in the amount of prospective clients you’re reaching, consider investing in paid social advertising. Paid social media advertising allows you to target certain types of people with your posts, which means that it can increase the chances that the type of people your business serves will see your business’ ads. 


4. Manage your reputation

72% of customers won’t take action until they read reviews and 15% of users don’t trust businesses without reviews. Reviews are vital, and especially vital for healthcare businesses. Whether your healthcare business involves invasive procedures or not, people tend to be more risk-averse when it comes to decisions about their health. That’s why you need to make it a key focus of your healthcare marketing strategy to collect reviews. 

It can be challenging to get customers to leave reviews for your business. A good way to increase the chances of your customers leaving a review is by asking them for a review before they walk out the door. Have a computer or tablet accessible for them to fill out their review, and connect those reviews to your website. Another option is to offer customers a deal or discount for their next visit if they leave a review. 

If your customers leave negative reviews, don’t panic! Respond to their review with a genuine desire to rectify the problem that they mention in the review. By being responsive, any prospective customers that see that review may actually see you more positively than if they had not seen the negative review at all.

Finally, follow up with your patients. Send them personalized emails for the holidays or on their birthday. Send out reminder emails for follow-up appointments, and make an effort to maintain your relationship. They will appreciate the effort and may even become loyal advocates for your healthcare business.


5. Produce content

It goes without saying that everyone wants their healthcare providers to be experts in their field. Naturally, you are an expert in your field, but you’ll stand out to customers if you demonstrate that with a savvy content strategy. 


As a healthcare business owner, you are bound to have a lot to say on a wide range of health-related topics. Take advantage of that knowledge to produce content like blog posts, articles, or videos related to the work you do. If a customer sees this content on your website, it will make them trust you more as an authority on the topic. If a customer sees this content while randomly browsing the web, they might end up clicking through to your website and becoming a client. If other professionals in your field see that content, they might share it and exponential growth in your reach. 


The benefits of creating content are numerous, but one of the biggest benefits is through search engine optimization (SEO). By publishing articles and blog content on your website, Google will eventually give you priority in search results related to your field. For example, if you’re an acupuncture specialist and write content about acupuncture’s benefits, Google will give you an increasingly high ranking when people search for “acupuncture” on Google. 

 


6. Telemedicine

Consider adding telemedicine as an option for clients! With the threat of COVID-19 still looming large as a threat in most people’s minds, it’s important to give clients an option to see you without the risk involved with visiting in person. Even for those patients that are less risk-averse, telemedicine is a convenient alternative that’s easier to fit into anyone’s schedule. Telemedicine is a great way to make your services accessible for everyone, and let your patients know that you’re there for them no matter the circumstances. 


You can equip your virtual medical practice with easy and convenient payment options with PathPoint Merchant Services! Whether you're looking for online, mobile, or in-person payment options for your healthcare business, PathPoint is here to help. We have dozens of specialized offerings for any healthcare business' needs, so just reach out and we'll get you covered.

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