Building Trust: The Cornerstone of Patient Acquisition
Patients, especially potential ones, may be navigating a stressful and unfamiliar phase of life. Our job is to alleviate some of that burden, provide reassurance, and make their journey as smooth as possible — all in the hopes of earning their trust. Trust and patient loyalty are vital when it comes to patient acquisition. If patients don’t trust you with the small interactions they have with your brand, how can they trust you with their health?
Aligning the Patient Journey with the Marketing Funnel
One of the simplest ways to ensure you’re in sync with your patients and building that trust is to align their journey with the basic marketing funnel. Let’s break it down:
Awareness: At this stage, you’re letting your audience know you exist as an option for future healthcare needs. Are your awareness-level advertising efforts in line with your customer journey? Are you leveraging the right media platforms like OOH, TV, print, and radio or the right digital approaches such as social media and search engine optimization (SEO)? These are all key media channels to build that awareness, so when patients find themselves in a situation where they might need you, you are already top of mind.
Consideration: Imagine a patient just diagnosed with a serious condition. They’re overwhelmed with shock and fear. They’ve heard of you before but don’t remember many details. This is when there is an opportunity to home in on key messages that build trust and spark interest, such as expert care, ease of access, nearby locations, and a comforting environment. They’ll start searching for more information, so this is where channels like paid search, video, content marketing, and display ads come into play. This is also where it’s important to have educational content available on your website to serve as a resource for patients wanting to learn more about their condition and treatment options.
Conversion: Now patients are making a decision about where to go for their care. Focus on showcasing your expertise, range of services, team approach, and timeliness. They’re actively comparing options and looking for reasons to choose you. Make their navigation through your brand easy and continue building trust. How quickly can they reach someone? Can they book an appointment online or without a long wait on the phone? Address these questions proactively to make their decision easier.
Loyalty: Once they choose you, it is important to nurture the patient throughout their journey. Continue communicating with the patient in a warm and helpful manner at every touchpoint. Is your patient portal easy to navigate? How do they feel about their interactions with your staff? Is the office environment welcoming and supportive? Do patients have access to support groups and additional care, and are these easy to find? Ultimately, you must ensure their experience is as promised by your brand. This creates patient loyalty where they become your advocate, recommending your organization to family, friends, and online communities.
