For Marketers: Building Brands, Fostering Community, and Shaping Patient Experiences

The years from 2016 to 2021 witnessed a remarkable surge in physicians specializing in various fields, reflecting the evolving healthcare landscape. With patients increasingly seeking better care options, the role of healthcare marketers is pivotal in connecting patients with the right healthcare providers. In this blog post, we'll explore key strategies for healthcare marketers to enhance visibility, communicate value, and foster community integration.

1. Build Brand Awareness at the Community Level

For healthcare marketers, community integration is paramount for the sustained success of physician practices. Crafting hyper-local marketing strategies fosters brand awareness and positions practices as integral parts of their communities. By participating in local media, speaking events, volunteer organizations, and sponsoring nonprofits, practices can be perceived as passionate community members, even by those who may not require immediate care.

Key Question for Marketers: How do we showcase our physician practice partners as essential community contributors?

2. Tell the Society and Community Impact Story

Physicians wield a profound impact on patients, communities, and society at large. However, these impactful stories often remain untold. Healthcare marketers should conduct ongoing story-mining sessions with physicians to uncover narratives that highlight their positive impact. Sharing these stories can help humanize healthcare and strengthen connections with patients and the community.

Example: Share success stories about treating conditions like cleft lips and palates, emphasizing the importance of coordinated and individualized care.

3. Use Technology to Increase Brand Accessibility

In the digital age, accessibility is key. Healthcare marketers are leveraging digital front-door technologies, such as MyChart, to enhance patient experience. These tools empower consumers to schedule appointments, communicate with physicians, and request refills online, aligning with the evolving expectations of healthcare consumers.

4. Maximize Referral Marketing Potential

Referral marketing remains a powerful driver of patient acquisition, growth, and revenue. Healthcare marketers should guide physicians on authentic patient engagement and relationship-building to foster word-of-mouth referrals. Combining traditional word-of-mouth with digital marketing channels like LinkedIn, Instagram, and Facebook amplifies the reach of referrals, creating a more extensive network.

Tip: Refine referral marketing strategies throughout the year based on evolving relationships and sourced referrals.

5. Create Marketing Efficiencies

One advantage of being a healthcare marketer in a Managed Services Organization (MSO) is the ability to implement best-in-class strategies across multiple physician practices. Developing an efficient marketing and communications process that flexibly supports each practice is crucial. This centralized approach ensures consistent quality and facilitates growth across diverse communities.

In conclusion, healthcare marketers play a pivotal role in shaping the patient experience and fostering growth for physician practices. By implementing these strategies in 2024 and beyond, healthcare marketers have the potential to create a lasting impact on both physician practice partners and the overall healthcare landscape. The possibilities are indeed infinite.