MARKETING IN A CHALLENGING HEALTHCARE ENVIRONMENT
With the rise of big medicine (insurance companies, private hospitals, large integrated groups etc) the healthcare sector is presenting increased marketing challenges for medical professionals.
Similarly, we see an increase in NO GAP and LOW GAP service providers putting downward pressure on fees. Superficially, this trend could be seen as beneficial for patients yet more patients are postponing treatment and surgeries or taking longer to “research and budget for the procedure”. The gestation period from symptom to theatre door, in some cases, is becoming longer than in the past.
During this prolonged patient wait time, you can take steps to educate and engage your existing and potential patients to help them make informed decisions.
Engaging patients with answers to their questions and education content on your website. Information such as blog posts, videos and animations can help set expectations about conditions and treatment plans while positioning your practice as an excellent resource for relevant information.
Additionally, interacting with patients through social media can help promote your practice’s educational pathway and keep your practice top of mind.
PRICING AND INSURANCE
Patient's need to understand the information but it's not just clinical questions. Often you can help demystify: Medicare, public health coverage, private health insurance, your pricing policy and even finance options
We know patient's change doctors due to costing and their cash flow issues.
KEEP ALL LISTINGS UPDATED
Most patients will do a simple Google search for providers in their area and your website should appear if all directories are accurate and your profile is updated and current.
Check your profiles on your hospital directory profile(s), Google, health listing sites (even US-based sites like Vitals, Yelp, Healthgrades. Ensure the information is accurate and you have your logins. As YPO for your logins if you don't have them already.
NO HEALTHCARE COST SURPRISES
As healthcare costs increase it is perceived that insurance coverage has fallen.
Private patients do not like or want, any financial surprises and if they are faced with large fees, especially when they are from service providers like Anaesthetists, or rehabilitation programs they need to be clear.
NO GAP or KNOWN GAP FEE SCHEDULES
In some cases, patients are faced with increased health care costs or longer waits before surgery and are being forced to finance large gaps. These factors may be giving rise to more No Gap or Known Gap service providers.
YOUR PRACTICE MARKETING PLAN
Build your brand and online presence by helping patients information.
It is important to take the time to educate, engage and provide accurate information about your fees and costs of care. Engaging your existing and potential patient base online is crucial to ensure your practice will sustain and grow during this ever-changing healthcare market.
TAKE ACTION NOW
YPO recommends taking action and ensuring the information patients are seeing is accurate and complete. We can show you how to:
Access your listings - https://www.quantumdigital.com.au/listing-channels/
Address Changes - https://www.quantumdigital.com.au/address-change-1/
Create Informative Patient Fees pages - https://www.quantumdigital.com.au/payments-page/
Call us today at 1300 880 230 to get started.