Marketing Strategies to Increase Patient Bookings

It's almost the fourth quarter which means patients have met their deductibles. The end of the year is historically the busiest time for physicians - but how do you ensure you don't get lost in the digital noise as patients search for a doctor?

Here we have broken down the best marketing strategies to increase patient bookings into three components.

‍Audience

Who is the target audience? 

Adults 35+ are going to be the best target for healthcare marketing.

But what about pediatrics or young adults?

Adults 35+ will be making the pediatric decisions. As for young adults, their priority is not healthcare - they have minimal coverage, most cannot afford the premiums, they are not paying attention to occasional sinus issues, and they don't care if their knee is sore after a long night.

As for geography, a 20-mile radius around the office is sufficient for city locations. People are unlikely to travel much further if they have more convenient options. Extending the radius is beneficial when it comes to more rural areas.

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Messaging

How do you ensure your messaging stands out from the rest?

According to psychology studies*, people are twice as likely to act on messaging focused on pain rather than hope, meaning you need to hit potential patients where it hurts. 

Let's use a neurologist who wants more patients presenting with migraines as an example. Focus on the painful symptoms of migraines - light sensitivity, nausea, lack of concentration, and double vision. You want the reader to say, “that's me!”

Once you have their attention, it's time to present the solution - an appointment with your office because you help people like them every day.

Always include an easy way for patients to contact your office - a link to a contact page or a phone number.

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‍Placement

Now that you have your audience and messaging, where do you want to be seen?

‍Google My Business: any GMB listings should be updated and verified, ensuring your location will display on Google Listings and the map pack during searches.

‍Reputation Management: it is well known that people will read reviews before making a big decision. Having a robust reputation presence is key to getting potential patients to book.

‍Facebook: your target audience lives on Facebook. Actively posting and advertising will keep you top of mind as potential patients get closer to making a decision. It is also a good idea to use Facebook advertising for retargeting people who have been to your website.

‍Paid Search: when people are ready to find a doctor, a search tool is where they go. Running strategic paid search ads will increase your odds of being the top ad and the first option people see.

‍Programmatic: this last placement is a little newer to healthcare but no less vital to a strategic marketing campaign. Programmatic is an incredible tool for building your audiences and retargeting site visitors. 

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As with all marketing campaigns, clear goals and an accurate way to measure results are needed to guarantee a successful run.

Still not sure how to get started? No problem. Take your digital marketing strategy to the next level with The Moran Group. Call us at 225-769-1059 or schedule a meeting today.

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Sources

*Kahneman, D. & Tversky, A. (1992). "Advances in prospect theory: Cumulative representation of uncertainty". Journal of Risk and Uncertainty. 

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