Get the message out about your practice
Simon Marett reveals why more independent practitioners are turning to marketing themselves after the pandemic.
The pandemic has created the time and opportunity for many private practitioners to take a step back and reflect on where their practices are and where they would like to take them in the future.
This period has also seen a seismic shift in the way private healthcare is delivered to patients, with consumer behaviour changing quickly and new companies entering the market.
With NHS waiting lists growing in length and more patients than ever looking to the private healthcare sector for treatment, independent practitioners across the UK are now thinking about marketing and the difference it can make to their practices.
Marketing is an often misunderstood term in healthcare, and it can relate to several aspects of running a successful practice. Whether you are launching a new online clinic and need help finding new patients or looking to give your current clinic a facelift, having a strong brand and online presence has never been more important.
In the first of a series of articles, I will look at some of the most relevant aspects of healthcare marketing for you to think about.
Time for a brand refresh?
We often get asked by practitioners when the right time is for a brand refresh. Our response is always about ensuring that your clinic continues to remain relevant to your patients now and in the future.
There are several situations that would prompt serious consideration for having a brand refresh.
These include a brand looking tired and outdated, internal discontent among partners or employees, or a clinic losing market share and patients to a new entrant to the market.
A brand refresh need not be expensive and can be an excellent way of reconnecting with patients, employees and breathing life into an existing clinic.
Digital transformation
Digital transformation has become a bit of a buzz-word in recent years, and it is one of the most common types of projects that we get involved with.
Technology is evolving at a rapid rate and the pandemic has accelerated a change in patient behaviour that could not have been foreseen only a few years ago. Clinics are now being forced by patients to adopt new technologies, which include allowing patients to manage their consultations, blood tests and medication online or via an app.
A failure to embrace these technological changes and adopt new technologies and transform working practices puts traditional clinics at risk of being left behind.
Finding new patients
Possibly the biggest challenge that a new clinic will face when they launch is attracting new patients. It is a common mistake to go through the Care Quality Commission application process, build the clinic website and create the operational set-up and just expect paying patients to turn up at the door.
Private healthcare just does not work like that. Time, effort and resources need to go into a patient acquisition plan that clearly outlines how you are going to attract new patients with your proposition and the marketing channels you intend to use.
Social display advertising, paid search, PR, retargeting, direct mail and customer relationship management (CRM) are all channels that need to be explored, tested and assessed so you find the right blend that works for your clinic.
Let your existing patients do your marketing
Patient reviews are now mainstream in private healthcare, but there are still private practices who have yet to embrace the power of positive patient reviews.
Word of mouth and recommendations from colleagues, friends and family are the most powerful tool in marketing’s armoury and should be used at every opportunity: across your website, print, social channels and email marketing.
In some cases, working hard on patient recommendations and reviews can drive an unprecedented volume of new patient enquiries. In some cases, clinics may not need to spend valuable budget on other acquisition channels if patient reviews and recommendations are effectively managed.
Patient behaviour is changing quickly and constantly evolving. New healthcare start-ups are launching every week in the UK and technology continues to drive change across the sector. It is therefore vital that every healthcare business keeps in step with the market, its patients and their ever-changing needs.
A private healthcare clinic may not have had a need to explore marketing before, but it can be a powerful tool for any healthcare business and can help re-energise a company, lift new patient/customer numbers and motivate internal teams by bringing everyone together under a common vision.
If you think your brand or business might need a refresh and you are not sure where to start, get in touch with us first.
Ellerton Marketing provides a free 60-minute business ‘health check’ for all Independent Practitioner Today readers and can help guide you through some of the key steps you should be thinking about when it comes to marketing your clinic.
Simon Marett (right) is founder and director of Ellerton Marketing