Whether it be a senior living facility, community hospital or primary care practice, healthcare marketers cannot ignore the role that branding and thought leadership play within the four stages of patient acquisition:
- Awareness – Effective branding is critical because it contains the promise you make to consumers about the kind of care you will consistently deliver. Thus, it requires “a solid, organized commitment to delivering unique standards of consistency” through the services you provide.
- Engagement and Education – set yourself a part from your competition by outlining to prospective patients how you’re different and can serve them better (via thought leadership, content marketing etc.) than other practices in the community.
- Acquire New Patients – Helping prospects learn about your expertise and reputation through various channels will hopefully lead to a new patient visit – giving your the chance to start building a relationship of trust and emotional commitment.
- Upsell and Inspire Referrals – Word-of-mouth recommendations from friends and family are still the most influential in converting prospects to patients. Don’t ignore current patients in your marketing, they might just be the most valuable audience segment you have.
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