Top 10 Strategies for Successful Healthcare Marketing in 2011

Health care reform and the economy have changed both the provider and the patient side of health care. Beyond the advances in technology, clinical expertise and quality many individuals bring their consumerism to their health care purchases. Today’s economy means more patients than ever are paying for health care coverage out of their own pockets or managing high-deductible plans. In 2011, how physician groups address their "consumer-patients" has the potential to impact revenue and patient retention or acquisition. What follows are the Top 10 strategies to reach this new demographic.

 1. Engage your entire staff in marketing efforts.   Start with a mutual understanding that every encounter with a consumer-patient can mean the difference between gaining revenue and a long-term patient or losing both. The customer-patient expects to be treated as a valued customer at every step of their experience – from checking in to seeing the doctor, to paying their bill or calling with questions. Your patients will pay it forward as promoters of your practice by sharing their positive experiences.

2. Get your house in order.   Every aspect of your practice should be reviewed, at least annually, from an outsider’s perspective.  Are the phones answered quickly? Are appointments available within two weeks or less? Or, have you considered online consultations for the convenience of your working patients?  Can special accommodations be made if necessary? Are supplies readily available? Does every person in your office who encounters the consumer-patient exude professionalism?  Are the lobby, restrooms and exam rooms clean and pleasant?  Are reception and cashier’s areas neat and uncluttered? Are you collecting and using e-mail addresses to increase direct communication?  Do the brochures or information available in your waiting area reflect the professionalism of your practice?  Does your website project your expertise, how to find your practice or make it easy to schedule an appointment?

3. The roadmap to success: a well-developed marketing plan.   A clear understanding of where your business fits among your competitors, along with a long-term yet flexible strategy, can reap a stronger return on the investment of time and money to market your practice.  The Spaghetti Plan (throwing spaghetti against the wall to see what sticks) is rarely effective. It typically results in a tremendous waste of resources as you figure out what marketing and communication tactics are most effective. Do you work collaboratively to create a marketing plan with an experienced marketer? Is your marketing plan strategic?  Do your marketing efforts gain results? Do you have a method to measure their effectiveness?

4. Communication is like oxygen – without it you die.   Use every opportunity to tell your story. For example, health care reporters are always looking for experts, new techniques and research studies to share with their readers, listeners and viewers.  Using real, positive patient stories can validate your clinical expertise to those seeking your practice’s know-how. What’s your oxygen level?

5. E-communication is now the foundation of all marketing communication.  Only 20% of physician practices have a website, yet 61% of adults find their health information online and 45% of patients say they choose specialists from medical websites. In addition, 60% of online users have consulted blog comments, hospital reviews and doctor reviews, listened to podcasts about health care and signed up to receive updates about medical issues via email.  How’s your E-communication health?  Source: Pew Research

6. Web services reduce costs.   Developing a website can be the support for two- way communication with current patients, reduce printing costs of medical forms, save staff time with prescription refills and help new patients learn more about your practice (i.e. location, phone numbers, physician names, etc.).  In fact, to meet some of the Meaningful Use objectives to receive up to $44,000 in incentives by using certified Electronic Health Record or EHR  technology can be met through your website.  A web presence can save time, improve communication and help patients find you among your competitors.

7.  Educate, educate, educate.   Consumer-patients are always looking to validate their choice of physician. Prove your expertise by educating them and prove you are the right practice/physician by hosting special events, conducting webinars, using video or podcasts on your website or contributing to or owning a blog.  Let consumer-patients who visit your office know where they can find you online. Again, your web site can be a tool to educate. Patient education is one of the Meaningful Use objectives needed to qualify for the EHR incentive.

8. Social media is alive and growing.   Social media  allows you to communicate directly with your current and potential patients while allowing your practice to “hear” what patients are saying. And it’s not just young folks using social media: The fastest growing users are 50+ years old.

In one year, Twitter was used by 8% of all internet users, and the majority are college educated women. Does your business tweet? Do you reach referral sources through LinkedIn – with 70 million users and one million companies? What opportunities are you missing? Facebook is not just for kids. More than 70% of Facebook users are adults and a growing number are grandparents.

What’s yet to come? It’s Mobile marketing, which is on the verge of exploding. With 82% of adults using mobile phones, mobile marketing may even surpass social media. 

9.   How does your practice measure up?  There are a variety of ways you can track each marketing activity. Call tracking is just one very low cost and accurate way to determine whether or not your marketing activities are effective.  By tracking how many callers become patients then determining how much money they have spent with you, you’ll know whether or not you’re putting your marketing dollars in the right place. Using Google ad words and analytics on your web site can increase and measure how your website is being used and viewed.

10. Traditional marketing still has power.  Using traditional tools, like radio and TV ads, are communication channels consumers still use. Consider the ads you hear – the frequency and the right message produce better results. When purchasing air-time, the first quarter of the year typically offers lower pricing. There are fewer big newspapers today, which gives local community newspapers a boost. They have become a great place to tell your story to a very targeted audience. And, direct mail is making a resurgence.