Patients are now true consumers of healthcare, shopping for the best price and the highest ratings. Now more healthcare marketers must master advanced marketing techniques that historically have been a tool used by retail, sales and services.
Let's take a look at three tactics that healthcare marketers can use to increase their marketing success:
Generating leads for complimentary services and programming
Capturing names and email addresses is not just for growing a newsletter list. By offering free ebooks behind a lead-capture form, healthcare marketers can develop powerful marketing intelligence and create campaigns around growing market segments.
For instance, weight loss is a common New Year’s resolution, so healthcare marketing professionals should consider leveraging a free weight-loss guide behind a simple contact information form with workflow automation. Doing so allows marketers to automatically feed their healthcare network's fitness center marketing campaign at the beginning of the year.
A lead generation form that is optimized for conversion is a powerful tool for developing effective marketing segments, especially if you are building out new markets from scratch.
Stopping referral leakage
Unfulfilled referrals, or referral leakage, is a significant source of lost revenue for healthcare networks. According to data from HSG Advisors, a 50% referral leakage rate for a primary care network with 20 providers can result in $16 million in lost revenue.
Using the same automated drip campaign technique mentioned above, marketers can increase referral conversion by reminding patients via phone calls, text messages and emails to schedule their appointment with their specialist.
In addition, because of the increased portability of insurance, specialists need to develop strong relationships with primary care providers to encourage a steady flow of referral traffic and stay ahead of competing providers.
One key is to make it as easy as possible to initiate a referral. Giving local providers easy access to your online referral form via a simple URL or QR code will keep your practice top-of-mind and break down barriers that may encourage primary care providers to recommend competitors.
Patient feedback as a tool beyond process improvement
The patient-centric healthcare model shows no signs of falling out of favor any time soon, meaning that patient feedback will continue to be at the center of process improvement.
However, patient feedback forms can also fulfill two additional roles: lead generation and customer service.
Adding one additional question to the end of a patient feedback survey, such as “May we contact you about free seminars and workshops?” adds additional depth to target market lists.
Furthermore, as patients continue to leverage sites such as Healthgrades to research doctors and facilities, identifying less-than-ideal outcomes quickly is key to ensuring that negative reviews don’t find their way to such ratings sites. Patient feedback surveys allow patient success and marketing teams to identify both one-time issues and long-term trends so they can make recommendations to rectify the situation.
These tactics are widely used in other sales-focused industries to great success, and thanks to America’s high level of trust in their healthcare providers, carefully leveraged messaging will be viewed as trusted counsel, not marketing spam.
Mastering these advanced tactics will help keep your health network top of mind and ahead of the competition.