How To Acquire New Patients (And Keep The Ones You Have)
In today’s competitive healthcare landscape, specialty clinics need to do more than just run the same old paid search and social campaigns, and generic monthly email newsletters. To truly take a patient acquisition and retention program to the next level, providers need to create multi-touchpoint campaigns with targeted, personalized content delivered through a Customer Relationship Management (CRM) or marketing automation platform. This approach can be game-changing for healthcare providers looking to focus on prospective or existing patients that have a higher likelihood to follow-through with an appointment, particularly in the nuanced world of specialty healthcare.
The Power of Segmentation
Segmentation is at the heart of precision marketing. By organizing patients into specific groups based on factors like demographics, health conditions, and treatment history, providers can craft messaging that resonates with each segment. The audience of a dermatology clinic might be segmented into groups such as acne-prone teens, rosacea-prone adults, and cosmetic procedure patients. Content is tailored to each segment's unique needs and interests, increasing engagement and conversion.
CRM systems make this process seamless by collecting and analyzing patient data, allowing marketers to identify patterns and preferences, and nurture that prospect down the funnel toward making that first or next appointment.
Personalized Content That Speaks to Patients
Personalization goes beyond simply addressing patients by name. By creating content that focuses on their health concerns, treatment options, and lifestyle, we can speak directly to their concerns. For instance, a behavioral health provider serving teens might send out content related to the impact of social media and screen time on adolescents, and best practices for how to engage with your teenage son or daughter. Relevant content that feels tailored builds trust, positions the clinic as a knowledge partner, and keeps the patient engaged with the practice.
CRM platforms enable clinics to automate this process, ensuring timely and relevant content delivery without overwhelming internal resources, including the ability to prioritize certain types of messages over others. Personalized content nurtures relationships and keeps the clinic top of mind when patients are ready to make healthcare decisions.
Targeted Messaging for Maximum Impact
Segmentation and personalization set the stage for targeted advertising. Instead of simply targeting keywords, lookalike audiences, and general practices to find new patients, clinics can use CRM data to deliver highly focused campaigns to the right audience. A fertility clinic could reach women in a certain age group with content tailored to their fertility journey. A senior care marketer could utilize customized messaging specifically for caregivers of aging parents, while serving different content to the prospective patients themselves. By aligning the message with patient needs, clinics will not only attract more qualified patients, but also maximize their return on investment.
A specialty healthcare provider can attract and engage their ideal patients by leveraging CRM data for segmentation, personalized content, and targeted advertising. The strategy sets the foundation for sustainable growth and long-term profitability.