Out with the old and in with the new. That is a saying that many can appreciate, especially at the start of a new year. When it comes to marketing, however, it can be challenging to step out of our comfort zones. It is easy to get in a rut and do the same thing (or nothing) year after year when it comes to marketing a medical practice or healthcare organization. Times are changing, and for the success of your business, you must change with it.
Marketing used to focus on the business. Ads touted why consumers should buy from or choose XYZ company. Marketing messages shared why they were the best practice or hospital in the area. While this worked for many years and still works to a lesser degree today, marketing is now about the consumer and not the business.
Today’s marketing within the healthcare industry is all about the patient. It is the patients’ experience that drives more business through your doors. Give them a five star experience and you are bound to get more. It is also about education. By providing solid information to consumers when they are searching for it, you position your practice as thought leaders. When they are ready to make an appointment, chances are you will be at the front of their minds.
So plan your marketing wisely this year and focus on the patient. Consider their needs and how you can meet them. Tell your companies story from their point of view. Use case studies to prove how one patient’s needs were met by your facility. This can be done repeatedly by showcasing different patient stories and needs as well as service lines offered throughout your practice.
Step out of your comfort zone and do something different when marketing to prospective and current patients this year. Give them what they want and they will in turn, give you what you want – more patients. If you need help coming up with a marketing strategy or implementing the changes you envision, contact MindStream Creative today.