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.
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:
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 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.
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.
To learn more about to how to position and grow your GI clinic, contact us.
Website by: Craig Erskine
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