Around the country, it's likely that healthcare services will experience a surge in the coming months. Many people who have put off optional procedures will decide to move forward with them. Others may have decided that they want real change in their lives and their overall health. As a healthcare professional, you want to keep your practice top-of-mind. Maintaining your advertising momentum can help make potential clients more aware of the services you offer.
1. Share Testimonials
Have a designated spot on your website where interested prospects can read real-life reviews of the services you offer. A healthcare professional who focuses on weight loss services, for example, could highlight the difference a patient experienced after partaking in those services, whether nutrition services or a weight loss surgery. An eye care provider who specializes in LASIK could invite satisfied patients to share the difference the procedure has made in their lives. As a healthcare provider, you must either have permission from your clients to share their personal reviews or remove any potential identifying information in order to remain compliant with HIPAA.
Customers trust reviews and testimonials. In fact, as many as 91% of customers in the 18-34 age range trust online reviews as much as they trust an in-person recommendation. Many of your patients will use those reviews to help determine whether they trust your practice for a specific procedure, especially if it's a procedure they need to pay for out of pocket or they have the ability to shop around.
2. Post Transformation Photos and Videos
Consumers love to know what they can expect, whether they need to buy a new product or plan to have a medical procedure done. With patient consent, include transformation videos and photos on your site for potential patients to view. If you perform plastic surgery, for example, showcase the "before and after" results of some of your most effective procedures. These transformations can help show customers exactly what to expect from your practice. They can get a firsthand look at your work, building confidence in your capability while learning more about what to expect.
3. Have a FAQ Section on Your Website
Sometimes, patients who visit your website aren't ready to speak with someone directly just yet. An FAQ section answers the basic questions potential patients have from early in their search. Many of today's consumers prefer to do research on their own. They do not want to speak with a salesperson until they get serious about the decision.
Your FAQ section can provide vital information about the price of some of your most common procedures, any criteria you have for your patients, or what patients may need to do to see the results they desire. Consider the questions your patients ask most often and the ones that they research before making a decision about a procedure, then answer them directly on your website. These answers can help increase patient confidence when the time comes to select a provider for their upcoming healthcare service.
4. Create a Commercial
Create a commercial that shows your facility, puts faces to your office, and gives potential patients an idea of what they can expect. Many dental practices, for example, showcase their dentists and hygienists. Putting those faces on your commercial can help them feel more familiar when patients do come into your office, not to mention creating a sense of connection. These visual marketing components can help capture the attention of your target audience. If you use actors to represent patients in your commercials, consider the importance of displaying actors who represent your target demographic.
5. Paid Social
Use social media to further target your audience. Repurpose your marketing creative for social media ads or use transformation photos and videos to further engage with your target audience. Connecting with consumers on social media can help you build trust and credibility. Many of those consumers will also interact directly with you on social media, using that as a chance to ask questions or gather more information about your practice. Not only does social media provide a medium where you can connect with your current patients and keep them informed about the latest information in your practice, it also allows you to highly target your audience. For example, a pediatrician might target parents within a certain age range, while a plastic surgeon might focus on people who fit certain criteria that make them likely candidates for a specific procedure.
Your practice may have experienced challenges over the past several months. You might have shut down temporarily or seen a significant decrease in patients. By utilizing effective ads, from the FAQ section and testimonials on your website to commercials and paid social, you can prep your practice for the upcoming influx in patient traffic and help spread the word about the services you offer, making it easier for patients to find you.
