Key Strategies for Effective Patient Acquisition
Healthcare itself – on both the clinical and non-clinical sides – is shifting toward providing a more personalized patient journey. Healthcare marketing departments play an essential role in this paradigm shift, notes a Health Data Management opinion piece. Creating connections that promote a better understanding of “the person behind the patient” has become crucial to patient acquisition.
Here are some strategies to ensure your approach measures up. While they’re appropriate to adopt as general guiding principles for any type of patient marketing, they can be particularly effective when it comes to your new mover program.
- One Touch Is Not Enough to Build A Relationship.
To break through the clutter of today’s healthcare landscape, you need to establish a presence everywhere your prospective patients are – and that might include the mailbox, the inbox, social media, search engine results pages, and out in the community.
Plan for layered outreach that will seamlessly welcome a new patient and then keep him or her engaged with delivery of relevant content and information through multiple channels.
- Nurture with Targeted Follow-up.
Expanding on the previous section, track data coming in through BRCs, eBRCs, your hospital’s website, patient experience surveys and other sources. Develop segmented follow-up messaging according to expressed interests, needs and behaviors (e.g., What stage of life are they in? Do they need preventive care versus a specific service line treatment? Do they prefer emails or phone calls?).
Educate patients on relevant health conditions and information. Tell them how you can help (including educational seminars, online health resources and tools, services and providers, community events, etc.).
The bottom line: Get the information that’s most important to that patient in hand (or on screen) at the right time, and provide an easy way to act on it – whether that action is registering for a seminar, responding to an event invitation, or scheduling an appointment.
- Incorporate Digital Components.
Patients in all subsets and markets increasingly are using digital channels for information on health conditions, services and providers. In response, healthcare marketers can use digital tactics that help reach patients on a more personal level:
- Segmented emails: Automated email “drip” campaigns with personalized content demonstrate you’re tuned in to expressed needs and interests.
- Targeted digital ads: Using Internet Protocol targeting technology, serve up ads specific to households on your patient mailing list. It’s an added touch to help your brand resonate.
- Personal URLs (PURLs): Incorporate the patient’s name into a landing page URL for an immediate personal connection – and an insightful back-end tracking and lead nurturing tool.
- Get the Right Technology in Place.
Executing personalized, targeted campaigns becomes faster and more efficient with the right technology:
- Marketing automation tools enable timely delivery of segmented emails.
- Marketing resource management technology provides controlled, centralized access to customizable materials – with the assurance that they will stay on-brand.
- Solutions with online dashboards and reporting features give you insight to response, patient needs and preferences, and allow you to adjust your strategy accordingly.
As the author of the Health Data Management piece referenced above points out, “Healthcare marketers must remember that at the end of the day, their focus is on targeting the right patients with the right messages, because if they don’t, competitive systems and hospitals will.”
About Strata Company
Strata Company, a Greater Philadelphia area marketing and technology firm, specializes in multichannel marketing for healthcare organizations, including targeted new mover programs. We collaborate with our clients to deliver proven strategies and programs that drive new patients through the door, increase physician referrals and foster relationships that last a lifetime.
About Katrina Denk
Possessing over 10 years of experience leading strategic and tactical marketing efforts of some of the area’s most respected businesses, Marketing Director Katrina Denk brings a wide breadth of knowledge to every initiative she oversees. Whether it’s a product launch or a multi-touch email campaign, she understands all the ins and outs of the marketing mix. In her free time, Katrina is an enthusiastic world traveler and animal lover.