Hello my name is Megan Walker and welcome to the Market Savvy Program. This video series is designed to enhance your knowledge and awareness of effective marketing in your private practice so you can attract, retain and help more patients.
In today’s episode I’m talking about how healthcare marketing has changed over the past 20 years and I’m going to give you some tips for how you can think differently about marketing and make it work to your advantage.
To begin, here’s three concepts I’d like you to consider to achieve success with your healthcare marketing:
1. Patient centricity is the new normal
2. You need to establish and maintain your referral ecosystems at all times
3. Now is the perfect time to take a leadership position in your field
We used to build factories, make widgets, sell them in shops and people would buy them. This is called “push” marketing. And in some cases you can still see this at play when practices market to their 80 plus patient age group. The practice opens, the sign goes on the door, the ad is published in the local paper, the patients book in, they arrive early, the doctor or healthcare professional sees them (sometimes late), the patient asks minimal questions and does what they are told.
But now we have younger generations who are the majority of your patient base. Younger patients have been exposed to health care reforms and have been told to take charge of their healthcare. They have Dr Google and they believe that the customer is always right. These patients aren’t the enemy, we just need to change how we serve them.
Your patients want to find you easily online, see your high star rating and reviews, like the look of your website, know that you are reputable and have good standing in their community, understand your products and services, know that your products and services are current and effective, they want to know how you work and how you will help them.
They want it to be easy to book in with you, they want you to send them reminders, they want directions and information upfront that will make seeing you a smooth process. They don’t understand how Medicare and private health funds work and they want you to explain this to them. They want to see their practitioner at their preferred time and they want their appointment to run on time.
When they arrive they want to find a park easily, find your practice easily, be greeted warmly and professionally and be made to feel welcome. They want the opportunity to ask questions, they want you to tell them what to do next and write it down for them, they want to have their follow up appointments booked for them and they want you to look after them.
And while this might sound like a long list of demands, it’s what we all want from our service providers. Customer service is only a competitive advantage when it is exceptional and consistent otherwise all you are left to compete on is price and that’s a race to the bottom.
So my question to you today is “what changes will you make?”.
Break down the actions and decide what you will improve every month or quarter.
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Thank you for the great work that you do and enjoy your day.
For more information, please contact Megan Walker firstname.lastname@example.org.