Urology Clinic Boosts Patient Volumes Through Digital Marketing

 

Urology Associates Digital Marketing

 

Urology Associates is a high-profile, cutting-edge clinic with skilled physicians and plenty of talent. Yet when they came to us, their volumes were flat and potential patients appeared to be choosing their competitors. This was a specialty clinic in search of solutions, and we were happy to help.

In tandem with creating a solid strategy for traditional marketing efforts, we devoted significant efforts into a digital strategy for Urology Associates.


Making a splash in a digital world

Digital marketing is, simply, marketing that takes place online. Digital marketing used to be considered "new" or "non-traditional" marketing. Now, however, it's one of the most important components of successfully marketing any specialty clinic. Digital marketing comes in many forms, often working in tandem with one another:

Content Marketing

  • Increases visibility of your specialty clinic
  • Develops lasting relationships with your audience
  • Improves brand awareness and recognition
  • Helps you to build authority and credibility
  • Positions you as an industry thought leader
  • Generates traffic to your site
  • Helps your audience move through the buyer's journey more quickly

Social Media

  • Makes your business feel "genuine"
  • Gives your practice an opportunity to connect with the audience on a one-on-one basis and get a feel for their needs and wants
  • Creates brand transparency
  • Opens conversations
  • Increases visibility
  • Acts as a customer service tool - your customers can give you feedback or suggestions as well as raise awareness of an issue; you can see the problem and directly address it for all to see
  • Improves brand exposure

E-mail Marketing

  • Builds credibility
  • Strengthens relationships
  • Helps move target audience through the buyer's journey

Pay-per-click (PPC)

  • Exposes brand to first page
  • Generates measurable results
  • Targets traffic
  • Drives traffic to your website

Search Engine Optimization (SEO)

  • Increases traffic
  • Provides trackable and quantifiable results
  • Offers cost-effective visibility
  • Increases site usability
  • Heightens brand awareness

Results

Digital marketing efforts for Urology Associates included print handouts encouraging patients to rate their experiences online, an organized e-mail strategy for reaching out to patients and referring physicians, Google Adwords campaigns, developing and setting up a social media presence, and the creation of a new website.

The results are encouraging, and there's so much more we can do!  For starters, website traffic has increased 66 percent in just six months, and overall engagement with visitors has significantly increased.

If you'd like to learn more about Urology Associates' success, we invite you to download their Case Study here.

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Beyond Default Healthcare Marketing Strategy: "Close To Home"

Posted on November 15, 2017

 

rural-health-increase-profitability

When creating a healthcare marketing strategy, we often are confronted with the question: "Why should anyone care?"  As a healthcare marketing agency, our challenge is to produce a response that answers the question in a compelling way.

 


 

The point is not to be crass, but rather, focused and effective.  All too often in our work with rural healthcare leaders, we'll hear the need to let their community know the benefits of receiving care "close to home."  I'm not arguing that proximity is a valid point, but it begs our perpetual question: "Why should they care?"

Take the "Close To Home" Message Further

In other words, why should the "close to home" message be meaningful?  Yes, sure we all like to know that healthcare is minutes away and we don't need to drive an hour or more for care.  But, we would argue, we must take this message much further.

"Close To Home" as a Supporting Message

"Close to home" can and should be a supporting message in your healthcare marketing strategy, but not the primary message.  Otherwise, we're simply perpetuating the myth that rural health is, well, the best option if time doesn't allow you to go elsewhere. We'd never advocate promoting something that you're not, and certainly, rural facilities don't always have all the capabilities as their big-city competitors.  But, oftentimes people are unaware of the breadth - and quality - of services that rural hospitals have to offer.

Would you rather that a patient selects your general surgery program because of its reputation for quality and service, or because it was the shortest drive?  And conversely, if you're deciding on general surgery for you or a loved one, if you don't have the confidence in the local hospital, are you still going to go there anyway because it's closer?  Of course not.  Again, "close to home" is a strong supporting member of the cast, but it can't assume the lead role.

Make Your Audience Care That Your Hospital is Close

Maybe there are reasons for your audience to trust the general surgeon because of how you've promoted outcomes, or how you've involved the surgeon in the community.  Or maybe you've fully marketed the surgeon to your primary care base and helped build that rapport and confidence. Or you've promoted specific reasons to select a surgeon: coping with that hernia issue, or that incessant heartburn, or whatever reason causes a response or action.

And beyond general surgery, maybe your facility has visiting specialists such as a urologist, gynecologist or orthopedic surgeon who does some outpatient procedures at your facility.  But, the key here from a financial perspective is to give patients reasons to have their procedures performed locally, and not at the nearby city where the specialty physician may have a relationship.

For example, when promoting your urology services, demonstrate the ability of your organization to help a woman with incontinence.  What does she want when considering your organization?  For starters, she needs to know you've done the procedure before, you've had positive results, your physicians and staff are comforting, and you have all the needed equipment and technology.

Consumer research conducted on behalf of our clients repeatedly tells us that patients want to stay local, but you need to tell them why.  Not just because it's convenient, but because of the quality care, the personal touch, the real-life patient stories - and yes, because it's also close to home.

Interested in learning or discussing this further with us? Contact us here

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