How Do Patients Choose New Doctors?
Looking for a new doctor is more than just a snap decision. It is a streamlined decision-making process that consists of several steps. Your medical institution’s digital marketing strategy plays a critical role in making sure that the most-visited doctor is you. Read on to get an idea of how patients choose new doctors and how to use this process to up the ante in terms of digital marketing.
The patient-doctor search process isn’t a quick sell. Instead, it comprises the following steps of a buying cycle:
1. Awareness
When it comes to creating awareness for a medical institution, there are many forms: a digital marketingadvertisement, an online search, or a friend telling a consumer about a new office. According to research, 80% of patients said that they visited a doctor after researching about them online. Therefore, ensure that your social media profile is up-to-date and has relevant information about the doctors that the patient might want to know before scheduling an appointment.
2. Consideration and Research
Next comes the consideration and research process! During this, people either find digital marketing content about you that helps them make a decision or look for ways to engage with your medical institution online. For instance, a potential consumer might call to check in if you accept new patients or take insurance, or they will read online reviews about your practice. According to research, 94% of patients read online reviews to evaluate a doctor. Also, 88% of Americans have said that the fact that if a doctor accepts their insurance also plays an important role in the decision-making process.
3. The Buy
This is the most important part of the buying cycle. When making an appointment, a patient is on the phone with a representative or within your medical institution’s premises. This means that whatever way you treat them and the experience that they have will determine whether they come back or not.
4. The Advocacy
A happy patient becomes an advocate of your medical institution. From recommending you to more people to leaving online reviews, your formal patients play an important role in boosting your online presence and getting you more people. Reviews are also significant for your digital marketing strategy.
Importance of the Patient Decision-Making Process for Your Marketing Strategy
Ensuring that you have a strong digital marketing strategy and that your medical institution is in front of your target audience will help you in getting long-term patients who’ll then become active advocates for your business. Want to get your medical practice in front of consumers? Here are some ideas:
- For your medical institution to be found online. Work on your local search marketing strategy to ensure that your digital presence is accurate- get reviews and feedback.
- Depending upon your medical institution’s budget, you need to have a comprehensive digital marketingstrategy, which includes local search marketing, review marketing, and online advertising. Create and post online ads to reach out to potential consumers.
- From setting up an appointment to verifying insurance and making a payment, make sure that your patients have a stellar experience. Doing so will increase their chances of becoming long-term consumers.
How to Improve Your Medical Institution’s Digital Marketing Strategy
· Remember the Millennial
Born between the early 1980s and the mid-1990s, millennials have a lot of buying power. They value attentive doctors and medical institutions that can provide all essential services. More than 50% of millennials will Google health your medical institution before booking an appointment. Therefore, to attract millennials, keep your review marketing strategy up-to-date and optimize your medical institution strategy to show up in local searches.
· Invest in Video Marketing
Video marketing is the most effective digital marketing strategy to convert traffic into leads. Sharing a video humanizes your medical institution’s advertising and gives the customers an idea of the benefits of your facility. Here are some ideas for video content; interviews, behind-the-scenes clips, and reviews.
Wrapping It Up!
Choosing the right primary care doctor is an important decision for you and your family!
Now that you know how patients choose new doctors, improve your medical institution’s digital marketing strategy by implementing the tips mentioned above.
