Why is knowing the latest trends in medical marketing so crucial for your practice? Simply by knowing which gives you the highest rate of investment (ROI) or rate of return is important to know where to concentrate your marketing dollars and which you may want to devote less of your budget.
A report was recently issued by Opticall which reflects their 2015 marketing review and how each category garnered more patient appointments as a result of marketing using a specific technique.
They ranked 9 categories and showed which increased and which decreased.
booked appointments as a result
- Referrals 51.49%
- Internet 27.9%
- Radio 9.1%
- TV 2.6%
- Signs 2.05%
- Insurance company 1.67%
- Print .90%
- Direct Mail .59%
- Health Fairs/events .53%
Only the first two categories increased in the last 16 months and the rest declined.
It is no great shock that the highest number of appointments booked were due to word of mouth referrals by other patients, neighbors, friends and family members. This has been the case for a long time. The thing is, the percentage of patients booked as a result of referrals increased over the other marketing channels.
Capitalize on Referrals
- Staff: No matter how great physicians and healthcare providers are, patients want an overall good experience. That means that each staff member that the patient will encounter, must also provide a great experience. Interactions should be polite, respectful and helpful.
- Profiles: Even though the initial referral may have been the result of someone that they know and trust, prospective patients will then go online to check you out. Besides Yelp, there are many physician ranking sites that are available. Know what they say about you. A great way to capitalize on the exposure, is to have a stellar profile on each site (which is available for you to enter data on). In addition, you can create stellar profiles on social media sites and it is a great opportunity to let patients know more about you, your practice, services that you provide and staff members.
- Loyalty Program: implement an incentive program to entice your current patients to refer you. This can be an eBook, tip sheet or other information that your patients would be interested in. Don’t forget to send a thank you card for referrals. Acknowledging your patients for their efforts goes a long way!
- SEO: remember to incorporate keywords into your blogs and digital newsletters or ezines so that search engines can find and rank you higher.
Need help with content marketing for your medical practice? Contact me at 561-325-9664 for a free consultation. Let’s discuss your needs and get you going down a more efficient path!