How to Position and Grow Your Gastrointestinal (GI) Clinic

May. 07, 2018

According to the American Cancer Society, awareness about colorectal screening recommendations is nearly 100%.  So, what’s stopping adults from taking this lifesaving step?

Many of the top reasons given by nearly 2,000 unscreened adults reflect a lack of awareness of screening options besides colonoscopy, as well as misconceptions about the procedure. While your GI clinic offers services that go well beyond colorectal cancer screening, these facts underscore the importance of engaging, educating, and building trust among prospective patients. 

Effective marketing and communication efforts can position your GI practice as a thought leader and expert in the industry, and as a destination for GI services throughout your target market areas.

These efforts combine the strengths of both digital and traditional marketing channels.

Digital marketing

Put simply, digital marketing is any type of advertising delivered through digital channels, such as search engines, websites, social media, email and mobile apps. There are two categories of social media: organic (“free”) and paid.

Paid digital advertising may include:

• Pay-per-click ads: Allow you to target specific keywords and have your site listed within the top results on the search engine results page (SERP).  Translation? Your GI clinic will reach people who are actively searching for a service, like “colonoscopy in Kalamazoo.”
• Display ads: Appear at the top or off to the side of a website. While more passive than pay-per-click, display ads can still be very effective. They allow you to target prospective patients based on content they’re currently browsing. This helps build awareness of your clinic so it is top-of-mind when prospective patients make a healthcare decision.
• Geofencing: This location-based digital marketing tool allows you to set a perimeter around your clinic. When individuals enter that perimeter, an ad can be pushed to their Smartphone.

Email marketing

Email is an effective way to target referring in-network providers, as well as prospective and current patients. Here are a few tips to keep in mind.

• Develop a tight target list of providers. Ask yourself, “Who are the providers who make referrals related to this service line and how do their needs differ?” Then develop emails for each group.
• When emailing patients, keep in mind that health information is a sensitive subject. You want to educate consumers without instilling fear. Consider sharing broader information about services and treatment options, and health and wellness tips related to a diagnosis.

Website content and educational videos

Develop educational videos to post on your website as well as social media channels. Videos are an effective way for
prospectivepatients to find information about procedures and learn about the services your clinic offers. For example, this patient prep video Legato created with digestive health physician practice GI Associates, located in Wausau, WI helps patients understand what to expect on the day of their endoscopy.   

Additionally, posting blogs regularly on your website gives your clinic increased visibility online and helps you connect with current and prospective patients. Focus on topics that can help educate your audience. Also consider FAQs, answering questions that you frequently hear from patients. Greater visibility online helps you connect with your patients.

It’s also becoming increasingly important to have a mobile-friendly website, as well as to provide an easy, convenient way to schedule appointments and pay bills online.

Traditional marketing

Print, radio, TV, outdoor, direct mail ... still play a strong role in healthcare marketing. Why? Everyone has different media preferences, and most consumers make decisions based on both offline and online media. Certain media platforms also work better than others based on a clinic’s target audience. 

For example:

• Billboards are designed to grab attention and direct prospective patients to your website or a social media channel.
• Television has the power to engage prospective patients while building trust and enhancing the professional reputation of your clinic, much like this TV commercial Legato developed with GI Associates, which earned a 2018 Aster Award.
• Case studies/success stories from patient testimonials are also highly effective. Prospective patients who need medical care frequently listen to recommendations from their peers. These recommendations are often found in TV ads or via social networking.

To learn more about to how to position and grow your GI clinic, contact us.