Six Ways to Market your Healthcare Organization

By Kristen Brady

For most individuals, grasping the following 6 basic building blocks will take all the guesswork out of healthcare marketing:

Professional Referral Marketing

Continuous and reliable streams of inbound patient referrals from additional dental, medical, or additional professional sources includes the lifeline of most specialty providers. Whether it is a secondary or primary channel, professional referral sources must not be taken for granted. Physician referrals don’t just happen by magic or merely because you’re an excellent provider. Success will require a written plan and unfailing system of preserving and growing the professional referral flow.

Internet Marketing

From social media tools and websites, to mobile apps and patient portals, online marketing includes a mainstream channel for advertising, public relations, and marketing. Precisely how you utilize the muscle of the digital highway may be highly profitable and effective, or a massive waste of money and time.

Branding

It’s all about standing out in the crowd, of course, in a positive way, and it’ll include pretty much everything you do. A differentiating, powerful brand for your healthcare organization is a portion of your reputation. Effective and meaningful branding doesn’t happen without a deliberate effort to express and shape the proper message at the proper time.

Internal Marketing

It’ll include all the means and ways you communicate with individuals who already are familiar with you, mainly previous and present patients. Depending upon the nature of your situation or practice, this influential audience may be a robust referral resource, extra services, word-of-mouth advertising, and/or testimonials.

External Marketing

These include the media which reach potential patients who do not know you. Advertising on radio, in newspapers, billboards, television, etc., target an audience which must know you offer an answer for all their healthcare needs.

Public Relations

PR includes, amongst other things, generating and planning healthcare publicity, as well as free press exposure, like broadcast interviews and newspaper articles.

For more details contact Leading Management Solutions at (407) 674-1916.

 

Leading Management Solutions helps medical practice leaders identify ways to improve operations to increase revenue, employee engagement, and patient satisfaction. Learn more about us at www.lmshealthpro.com.

About the Author:

Kristen Brady is the founder and owner of Kaboom Social Media, your social media marketing and content specialists! Follow her on Twitter: @kb54927

Marketing Strategies for Healthcare Practices

Originally published on www.lmshealthpro.com.  By Sonda Eunus, MHA

It is not enough to provide excellent patient care and customer service when it comes to growing a new healthcare practice. Many marketing strategies exist, some that are very costly and some that are absolutely free, with many in between. Of course there are the ads in newspapers, magazines, and school yearbooks, or billboards that advertise your practice. Accepting more insurances, including Medicaid and Medicare will bring you a large amount of new patients. However, there are some other ways that are just as, if not more, effective at attracting new patients. I have outlined some of the most successful ones below.

 

Website with search engine optimization (SEO)/online presence/blog/social media—it goes without saying that most people today use the internet to find anything that they need. It is no different when a patient is looking for a healthcare practitioner for his or her ailments. Besides good word of mouth, your online presence will be your greatest generator of new patients. For this reason, it is important to invest some time and money into working with a professional web designer to develop a great website. Such a website should contain all of the main information about your practice, including your core values and mission and vision statements, pictures and short bios of all of your physicians or other healthcare providers, the services that you provide, the insurances and payment options that you accept, all location addresses, phone numbers, and fax numbers, etc. Ask your website developer about adding search engine optimization—the process of identifying widely searched-for key words and including them in your website for greater visibility on Google and other search engines. Search engine optimization is not a one-time process, but will need continuous up-keep in order to remain relevant on search engines. Professional SEO services exist to help you maintain your online presence.

 

Utilize your current patient base—your existing, satisfied patients can be a great source of new patients. Ask them to refer you to their family and friends. Some practices have utilized referral cards that the patients can give to potential new patients, with the practice’s address and phone number, as well as the hours of operation. Additionally, you can ask your current patients to share their great experience at your practice—by rating and reviewing you on Google, HealthGrades, Facebook, and many other online platforms. These ratings and reviews will go a long way when new potential patients are looking up your practice online. However, it is very important that you make your existing patients happy first, or they can write very bad reviews and ruin your reputation and online rating.

 

Create a two-way referral system—Form great relationships with other local non-competing healthcare providers, and establish a two-way referral system where you refer your patients to them and they refer theirs to you. You can do so by attending healthcare fairs and events in the community, personally going to these organizations and introducing yourself (a box of donuts wouldn’t hurt either!), or sending out an introductory brochure with your organization’s information as well as a short bio and your credentials.

 

Make yourself a source of knowledge—write articles, speak at health fairs and other local events, contact and participate in special interest groups, and inform the public about various health issues. Post all speaking events or written articles on your social media pages and on your website. Some practices implement monthly newsletters, or start a blog that is very informative and relevant to patients and their families. This will make you an expert in your field, and when a patient needs to find a new physician or healthcare practitioner, he or she will think of you first.

 

Offer extended hours and same-day appointments—most patients, work, go to school, run errands, and do a million other things which may make it hard for them to make it in for appointments during regular business hours. Some practices have found it very beneficial to offer extended hours such as early mornings before work, late evenings, and weekend hours. Additionally, it is a good idea to block off some appointment slots until the morning of, so that sick patients can get seen on the same day instead of waiting or having to go to the ER.

 

These are some ways that healthcare practices are able to attract new patients. A lot of them may be more beneficial than traditional marketing such as billboards or newspapers, and are also less costly. Additionally, you are becoming more of a resource to your patients, and are creating more credibility for your organization. Most importantly, remember to provide great patient care by knowledgeable and well-trained staff, and cultivate a culture of positivity and enthusiasm in your practice, which your patients will pick up on and appreciate. With happy patients come referrals and great testimonials, and with those come more patients!

 

Leading Management Solutions helps medical practice leaders identify ways to improve operations to increase revenue, employee engagement, and patient satisfaction. Learn more about us at www.lmshealthpro.com.

About the Author:

Sonda Eunus is the Founder and CEO of Leading Management Solutions, a healthcare management consulting company (www.lmshealthpro.com). Along with a team of experienced and knowledgeable consultants, she works with healthcare practice managers to improve practice operations, train employees, increase practice revenue, and much more. She holds a Masters in Healthcare Management and a BA in Psychology.

https://www.linkedin.com/in/sonda-eunus-6895067b

 

 

 

Stolen Patient Records: Your Next Medical PR tragedy

Originally published on March 12, 2017 atwww.lmshealthpro.com.
By Kristen Brady

Cybersecurity specialists warn that EHRs (electronic health records) include an appealing target for hackers for many reasons:
The healthcare sector is comparatively fresh to digital data storage. More youthful electronic medical records (EMR’s) installations are defense-minded or less secure.
This sector is more fragmented than other ones, like banking. Plus, health information is more vulnerable. It’s shared by numerous offices and providers, support and service companies, as well as individuals.
On the black market, personal identifier information is valuable. Stolen credit cards may be canceled. However, Social Security numbers, names, and similar data may be repeatedly used to obtain loans or commit additional fraudulent offenses.

Preparing for pending medical PR messes

There isn’t any “good news” part to being the victim of ransom and/or identity theft. Statistics report that it is likely to occur to you. Use some time to get yourself ready ahead of time for how to deal with the public relations, marketing, as well as patient experience part of “bad news.” Here are a few steps you can take:
Make a strategy which includes your whole company. Realize that it is a looming crisis which deserves the attention and time of top management, as well as every department.
Offer maximum disclosure along with minimum delay. Allow the whole organization and public to know the pertinent and timely information.
You should direct news media contacts to designated spokespersons. Always be responsive and forthright, yet coordinate precisely who speaks for the company.
Use additional communication techniques to educate patients, the community and all stakeholders. Do not rely on outside news media to “spread the word” to the general public.
Be consistent and regular with updates and news. Nobody enjoys “bad news.” However, the public has an appreciation for truthful distribution of critical details and news.

Leading Management Solutions offers public relations and event planning according to a practice’s budget. Some of the services we offer include:
Development and assistance with implementation of marketing strategies
Development of company awareness and recognition in the community
Participation and company representation in local events
Assistance with company event planning, such as Grand Openings, Meet the Docs, and Patient Appreciation events

Contact us today for more information at (407) 674-1916.

Leading Management Solutions helps medical practice leaders identify ways to improve operations to increase revenue, employee engagement, and patient satisfaction. Learn more about us at www.lmshealthpro.com.

About the Author:

Kristen Brady is the founder and owner of Kaboom Social Media, your social media marketing and content specialists! Follow her on Twitter: @kb54927

Healthcare Marketing Trends for 2017 – Part 1

Originally published on March 5, 2017 at www.lmshealthpro.com.

By Kristen Brady

As you glare ahead and make your marketing plans for your healthcare practice, below are trends to take into consideration for 2017:

In 2017, social messaging apps are increasingly becoming marketing platforms

Twitter, Facebook and the additional big-names still are great social hangouts. However, what is increasing in popular usage are social messaging apps, like WhatsApp, Messenger, Snapchat and other ones. As these have in China and other places, they’re quickly evolving to multi-purpose platforms. Relationships and conversations with customers in real time are the traditional core of messaging. Learn to expect new marketing and advertising possibilities to come on the scene as chat apps continuously increase.

Smarter content will win patients

The trend is presenting authoritative, share-worthy and interesting content. The Web is marketing’s front door in healthcare. Patients—currently responsible for a share of medical costs—browse the Internet for information that is relevant and valuable. Amidst growing competition for a reader’s attention, content today has to be reliable, social-sharable and fresh to build trust and earn respect.

Individualize; personalize

Today, marketing generating systems are more advanced. The audience/public also has become resistant to broad brush, old-style methods of advertising. Marketing methods of a contemporary nature identify user interests and produce relevant, personalized and timely content upon a one-to-one basis. For example, retargeting, displays advertisements to people who indicate a curiosity in your content or website. As automation of digital marketing creates a user profile, personalized and relevant messaging is more attention grabbing and delivers greater response and interest.

Optimize for the new universal standard – mobile

Within the United States, 4 out of 5 Americans use and own a smartphone. Tablets, desktops and laptops still are commonplace. However, a person likely will connect first with a smartphone. The capability of sending and receiving email, do instant online research, and make connections online is ever present. Healthcare marketing must first consider the mobile screen, and budget for, as well as adapt that message to additional choices.

Marketing that is location based

Smartphones present marketers the capability of targeting and reaching an audience/patient by their location and by niche. For instance, one strategy will use a device’s location to alert a patient of facilities nearby. Furthermore, location-based marketing detects and adapts to the personal and social preferences of an audience.

For more details contact Leading Management Solutions at (407) 674-1916.

Leading Management Solutions helps medical practice leaders identify ways to improve operations to increase revenue, employee engagement, and patient satisfaction. Learn more about us at www.lmshealthpro.com.

About the Author:

Kristen Brady is the founder and owner of Kaboom Social Media, your social media marketing and content specialists! Follow her on Twitter: @kb54927

Healthcare Marketing Trends for 2017 – Part 2

Originally published on March 5, 2017 at www.lmshealthpro.com.

By Kristen Brady

As you glare ahead and make your marketing plans for your healthcare practice, below are trends to take into consideration for 2017 (If you missed part 1, read it here):

Live video speaks louder than text

Now, Internet technology supports video delivery online, with more available choices than YouTube. Furthermore, video will have a more solid audience appeal (around 4 to 1) than text. Contemporary marketing for healthcare may share stories by way of video content, as well as live streaming video on blogs, websites, and social media platforms. The benefits include educational impact, immediacy and timeliness. Marketing budgets and plans are increasing and shifting in the category of video.

Programmatic video buying more cost-effective

Advanced software draws on real-time data and produces more effectiveness from media budgets. Programmatic media buying will purchase digital video ads and will present video advertisements to qualified customers at the precisely the right time. Inside the next 2 year’s programmatic video is going to account for most digital video spending.

Telemedicine monetization

Advancements in telemedicine are mainly due to consumer and technology expectations. However, telemedicine services are having a breakthrough as medical practices are becoming aware of the means and ways of charging for those services. Medical practices are starting to recognize consumer demand for email, text, and likewise connectivity conveniences. Furthermore, options in monetized telemedicine—like doctor-patient consultations online—contribute to brand differentiation, profitability and office efficiency.

Patients as informed buyers/consumers

The marketing fight for new patients will be played out before the initial appointment call. Patients conduct research information on health and medical, provider selection criteria, treatment options and many other considerations. Patient’s today have more “skin in the game” than before, and their research will guide their choices about treatment and their choice of hospital and/or provider. Informed patient/consumers today are willing to post online doctor ratings, and to make (or to withhold) provider suggestions.

A patient’s time is as valuable as the physician’s time

Within a patient-centric world, convenience now is the new competition currency. Patients need prompt and convenient appointment times. There isn’t any patience for waiting weeks or days for appointments. Very little understanding about needing to “wait inside the waiting room.” Change drove a new consumer reality. Now, patients demand and expect retail-consumer experiences.
For more details contact Leading Management Solutions at (407) 674-1916.

 

Leading Management Solutions helps medical practice leaders identify ways to improve operations to increase revenue, employee engagement, and patient satisfaction. Learn more about us at www.lmshealthpro.com.

About the Author:

Kristen Brady is the founder and owner of Kaboom Social Media, your social media marketing and content specialists! Follow her on Twitter: @kb54927