Over the past few years, the concept of healthcare value has been given more of a spotlight. Now, with the rise of the Accountable Care Organization (ACO), practices are actively seeking new methods of marketing to drive the idea of consistent patient wellness. While the basic principle of engaging the patient in the whole process, from decision making to follow up, still stands, there are a number of ways to tailor your marketing so that wellness is a main focus.
First and foremost, you need to know where your patient’s journey starts. If you think it begins when they step foot in your office, chances are you’re missing out on a very crucial step that could assist your marketing campaigns. Your patient’s journey will typically begin as they search for their symptoms online, or seek a referral from their doctor. In both instances, it’s important to have your online presence up to date. Make sure you have your listings claimed and your site properly optimized for user experience. This can include things like up-to-date “contact us” pages, provider information, and CTAs (calls to action) on your homepage. If they find you via a symptomatic search, that’s a fantastic process. If they are referred to you via a physician, you’ll want to make sure they can find your information on your website via a search of your name as well. By keeping your information in check, you are showing the patient that you are invested in keeping things easily accessible for them, which is a first step in the wellness cycle. …
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