Branding and Marketing Strategies Used by the Most Successful Health Systems

by
Clearstep Team

Healthcare marketing can be defined as any activity that seeks to attract, persuade, or retain customers within the healthcare industry by promoting awareness, education, and demand. Activities can include advertising, public relations, special promotions, social media campaigns, and more.

Healthcare marketers can take many different approaches depending on the goal they are trying to achieve. However, there is a common theme among all healthcare marketers: they all work to create value for the healthcare industry by attracting new patients and retaining existing ones.

Related: 3 Ways Patient Care is like Tinder

Use Consistent Branding

Creating a clear brand identity is the first step your organization should take to market itself. This will allow consumers to understand better who you are and how you can help them.

Many healthcare organizations try to position themselves as leaders in the field. While you may be a leader, this won’t necessarily set you apart from others. Many other groups are saying the same thing. You need to differentiate your brand.

Instead, figure out what your unique value proposition (UVP) is. Start by considering what makes your organization unique. Perhaps you are the only provider for a particular group in the area. Then, compare this to other competitors’ offerings and the needs of your market.

Whatever your UVP is, you need to include this as part of your branding. You want to build a strong message that resonates with your audience.

When relaying this message, always be consistent in how you portray your brand and values. This can go a long way in helping consumers feel you are trustworthy.

Evaluate the Online Patient Experience

Getting patients and potential patients to your website is just one part of marketing for healthcare organizations. You need to follow through with a patient-centered experience. The first step in doing this is evaluating your current experience and seeing where you can improve it.

Many patients want to be able to schedule appointments, ask questions, and see their journey online. But, some providers have ineffective websites that make this problematic. In order to combat this, you can implement an AI chat healthcare assistant that provides personalized guidance and services online.

For example, Clearstep allows your patient to input their symptoms and concerns. The AI can help determine what kind of care they need and then quickly schedule an appointment. This makes the process easier for the patient and can also help you bring in and retain more patients. Patients that have a smoother, more positive experience are more likely to continue care with your group.

You can also take advantage of Cleartep to automate certain patient services, such as appointment reminders, insurance validations and fulfilling prescription requests. You’ll reduce your administrative work while ensuring the patient’s needs are always taken care of.

Many successful healthcare organizations have implemented Clearstep and its AI healthcare assistant. For example, CVS Health, BayCare, Duly Health and Care, Novant Health, and Tufts Medicine use it to provide better care for their patients.

Related: 5 Benefits of Online Appointment Scheduling for Your Health System

Optimize Organic Search Engine Results 

Growing your organic search engine reach can help you earn a great return on your marketing investment. In addition, the techniques that are often used can help the public see you as a helpful and knowledgeable practitioner. 

Creating many high-quality pieces of content on your page will help draw readers onto your website. You could discuss common problems for your audience, your services, and even healthy living topics.

When creating these pages, you need to use trusted SEO techniques. This includes using targeted keywords and optimizing the page, such as having pictures and videos.

Search engines can be  picky when it comes to health-related content. You need to prove to them that your organization has the expertise, authoritativeness, and trustworthiness Google wants to see. If SEO seems a little overwhelming, you can always work with a marketing agency that can create optimized content for you.

Use PPC and Display Ads

Many healthcare organizations use PPC and display ads as part of their marketing campaigns. Each has its benefits. You can choose to take advantage of both or focus on one that works better for your goals.

Pay-per-Click ads are helpful because the user needs to click on the ads. This means you only pay for users that are already interested in your services. Essentially, you are paying for a result, not just an ad that anyone can see.

Ads are created in a way that draws users in and targets specific keywords. Users can then be taken to your website when they click on your ad. You combine this tactic with a high-quality website and landing page experience in order to have the highest chance that a consumer will use your services.

Display ads are not as targeted. They appear on websites, usually on the sides or top. While less targeting may seem unhelpful, they actually serve an important function. 

Prospective patients will see your display ad, on various websites, hopefully, a few times. Over time, your brand becomes cemented in their brain. When they need care, they will remember your organization and contact you.

Wondering how to increase your patient satisfaction and retention? Learn how Clearstep can make it easier!

Leverage Social Media

Social media is often harped on in the world of healthcare marketing. But, almost one-third of patients look at Twitter or Facebook before making a hospital choice. Plus, 40% of patients expect a response on social media within an hour, and 80% expect one within 24 hours. In today’s world, ignoring social media is a missed opportunity for building brand recognition and affinity. 

When interacting on social media, it’s essential to use consistent messaging. It should always be in line with your brand image. 

You can take advantage of social media as a way to spread the word about important health information and keep misinformation out of your community. Patients will appreciate you as a knowledgeable source of healthcare wisdom.

Social media is a great way to build community. UnitedHealth Group has done this. They created an online community through forums and interactions via social media accounts. The community has high rates of engagement. They actively promote healthy lifestyle advice and patients know they care.

You could even take it a step further and bring consumers into the decision-making process. After all, performance metrics often include customer satisfaction. If you have active feedback and discussion with customers, you are more likely to meet their needs.

Related: Emerging Technology in Health Care: 10 Innovations that Are Changing the Industry

Ask for Reviews

Some healthcare providers dislike the growing prevalence of online reviews. But, many patients check Google, Healthgrades, or other review sites before choosing a provider. It’s estimated that about one-third of patients use online reviews as part of their choice.

To score well on these reviews, providing excellent care is essential. But, there are ways you can encourage transparency regarding reviews.

Your organization can monitor patient satisfaction with your own surveys. This will give you insight into what patients are thinking. It then becomes easier to adapt in order to meet their needs better.

Responding to customer reviews is another step you can take. This shows you are listening to patients and care about what they say. Responding is especially important for negative reviews as you acknowledge concerns.

Want to learn more about how AI technology can help your organization? Schedule a demo with Clearstep today!

Implement These Strategies for your Health Organization

Branding and marketing can be tricky for many healthcare organizations. But with some strategic planning and implementation of these strategies, your group can get a leg up on the competition. 

How will you take advantage of search engines, ads, and AI chat technology to build your organization?

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