A new survey by the Associated Press-NORC Center for Public Affairs Research reports that Americans find it difficult to gather information about the quality of healthcare providers.
The report also revealed that consumers lack trust in the resources they are able to find, leaving them discouraged about their healthcare options. This information presents an opportunity for healthcare practices to strengthen their communication strategies through more personalized, patient-centric marketing.
Check out these marketing solutions for three of the report’s key findings.
Report Finding #1: A portion of Americans define a quality doctor as someone who listens, is attentive, or shows interest in them.
Marketing Solution: Your marketing strategies should demonstrate that your healthcare providers are personal and approachable. This can be accomplished through short videos posted to your practice’s website and social media channels. Phrases such as “I hear a lot of patients tell me that…” or “I have similar concerns about…” can demonstrate that providers are listening and empathizing with patients.
Report Finding #2:Six in 10 Americans say that they would trust quality ratings of healthcare providers that they receive from friends or family members.
Marketing Solution: Promote the use of social media and online forums. These platforms can help existing and prospective patients build a conversation around your practice and increase positive word-of-mouth and referrals. Your practice should also network with complimentary healthcare providers in the digital space, who may be a source for referrals.
Report Finding #3: An overwhelming majority of Americans lack trust in anonymous quality ratings of healthcare providers.
Marketing Solution: Create a survey for new patients that asks them to identify how they learned about your practice. This will allow you to determine which marketing channels are resonating with your target audience. Furthermore, rather than focusing mainly on traditional advertising strategies, implement sharable online content that will continue the conversation about your practice among patients and their friends.
By implementing marketing strategies that encourage communication and humanize your practice, you will begin to build and keep patient trust.
For healthcare marketing, and other full-service integrated marketing, please contact Sagefrog Marketing Group at 215-230-9024 or visit sagefrog.com
