Your practice has more patients than you can handle, so why bother with branding and marketing? This is a common refrain we hear from practice owners but, what you may not know, is that branding and marketing serve a purpose beyond patient acquisition. It has the potential to optimize healthcare operations by refining processes, improving efficiency, and facilitating patient communication. When operations are optimized, providers and staff have time to focus on quality care and serve more patients. The result is a more profitable practice.
Here are five ways branding and marketing can optimize your healthcare practice:
1) Attract Top Talent in the Healthcare Industry
In a competitive job market, a well-regarded and recognizable brand can be a powerful tool to attract and retain top talent in the healthcare industry. By showcasing your organization’s values, culture, and commitment to patient care, branding can play a pivotal role in attracting skilled professionals who align with your mission, creating a positive work environment and driving innovation.
88% of job seekers consider a company’s employer brand when applying for a job. (LinkedIn)
2) Strengthen Your Online Presence
A robust online presence is essential in today’s digital world, and it’s crucial that your practice has a user-friendly website that’s up-to-date and contains all the information a patient may need. A well-crafted site should tell your practice’s unique story, highlight your expertise, and set you apart from the competition. It should also provide valuable and practical information to patients.
What questions do you and your staff get asked on repeat every day? Make sure those questions are answered on your site. Not every patient will read your website but some will and, in the end, you’ll save time and resources by providing accurate and comprehensive information online. This allows healthcare professionals to focus on delivering quality care rather than administrative tasks, ultimately enhancing overall efficiency and patient satisfaction.
3) Use Data Collection to Improve the Patient Experience and Streamline the Administrative Process
A well-designed marketing program can use data collection to evaluate patient preferences, areas for improvement, and it can streamline the administrative process.
Consider automated patient surveys to drive patient feedback. A regular review of patient feedback can pinpoint common sources of dissatisfaction in the patient experience that may be swiftly addressed, leading to improved efficiency and enhanced patient satisfaction.
Streamline your administrative process by introducing online patient forms, implementing online appointment scheduling, and consider the integration of a patient portal. While collecting patient information online necessitates compliance with HIPAA regulations, it can be effectively executed to improve processes, enhance the patient experience, and ease the burden on your staff.
Patients who find their providers very easy to work with are 97% more likely to stay. Conversely, 81% of patients who find their providers very difficult to work with will change providers.
81% of patients who find their providers very difficult to work will change providers. (2021 Accenture Patient Experience Benchmark Survey)
4) Increase Patient Satisfaction with Communication
Effective communication connects patients and healthcare providers, facilitating trust and understanding. Communication is marketing!
Targeted emails can provide valuable health education resources, giving patients the tools they need to navigate their healthcare journey. Emails can also be utilized to keep patients in the loop about any updates or changes in your practice, ensuring transparency and open communication.
On social media, you can share information about upcoming events, new services, and community outreach programs. By offering valuable content that resonates with your audience, you position yourself as a trusted source of information and a leader in your field.
By embracing different communication channels, you open up a variety of touch points with your patients, allowing you to foster connections that go beyond routine appointments. It’s about staying in touch and remaining top of mind in a way that feels personal and relatable.
5) Future-Proof Your Private Practice
Investing in branding and marketing today is essential for long-term success in the healthcare industry. By building a strong brand foundation and continually evolving your marketing strategies to enhance patient satisfaction and internal efficiencies, you can future-proof your business, ensuring its relevance, adaptability, and resilience in the ever-changing healthcare landscape.
A practice that has established a reputable brand, streamlined internal processes, and a strategic plan for patient satisfaction and acquisition is also more attractive to potential buyers if your long-term goals include selling your practice. Starting now will position you for future success, making your practice more marketable and valuable.
In conclusion, an effective branding and marketing strategy goes beyond patient acquisition. It is integral to employee retention, patient satisfaction, and optimizing healthcare operations. Through enhanced efficiency, streamlined processes, and improved communication, healthcare professionals can devote more time and resources to providing quality care, ultimately increasing the profitability and marketable value of their practice.
