Three Ways to Move Consumers from Consideration to Action in Marketing Physician Practices
Healthcare’s concentration and focus on providing high-quality care are prompting organizations to reinvest in their employed primary and specialty provider networks.
We’re just now starting to see the tip of the iceberg with regard to the shift in healthcare organizations’ commitment to providing high-quality care, but as we all know, the bottom line is still the same – to grow volume. If marketing physician practices is on your daily list of things to do, then read on for some easy, cost-effective ways to move your healthcare audience along the consumer decision journey, from consideration to taking action.
What better way to gain visibility when a prospective patient is ready to take action than showing up when they are actively seeking providers? Search engine marketing (SEM) describes paid search activities, while search engine optimization (SEO) focuses on unpaid (also referred to as free, organic, natural listings) on search engines. It’s wise to have both as part of your overall digital strategy, but when it comes to tracking and measuring your marketing ROI, it’s essential.
Because we are witnessing one of the biggest changes facing the healthcare industry – a move to consumerism – we have to better engage consumers by becoming consumer-first responders who are there whenever the consumer wants to interact with us. It could be at 9:30 p.m. on a Wednesday evening after mom gets home from a board meeting or 4:00 a.m. when a shift worker finally decides to make an appointment to see a referred cardiologist. By offering immediate scheduling at their convenience, you are fulfilling the consumer’s need and expectation of interaction. And, more importantly, you are allowing conversion of a prospective patient.
Find a physician/physician directory.
Go beyond the mundane of providing specialty and education information for your physicians by establishing a connection with prospective patients early on. Videos of your physicians being interviewed, talking about why they got into medicine, etc. are a great way for prospective patients to get to know them. One of the hard-and-fast rules (and most often ignored) in business is that people want to do business, especially when it has to do with their health, with people they know, like and trust. Take advantage of this fact by offering up your physician at the get-go.
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Categorized in: Healthcare