The Guide to Winning with Healthcare Consumers
No matter if it’s a new medical practice or an established hospital, there’s one concern all health systems share: patient acquisition. Providers can’t deliver quality care if they don’t have patients to deliver it to. Therefore, every organization needs a solid healthcare marketing strategy to help them communicate with healthcare consumers.
It’s easier to have meaningful, productive conversations when you understand how people prefer to communicate. PatientBond’s digital engagement platform uses psychographic segmentation to classify consumers into one of five groups based on their attitudes, values and lifestyles. By leveraging this data, you can not only craft messages that appeal to new patients but also deliver them at the right time via the right channel.
Before developing a campaign, it’s important to do a SWOT-style review of market intelligence data. This analysis will help you assess the landscape and identify the unique strengths of your offering and it will help you understand your competitors’ strengths too. Finally, you’ll have a better grasp of healthcare consumers’ wants and needs. Once that analysis is complete, it’s time to use your health segmentation data to create a patient acquisition campaign. By using the following three step guide leveraging PatientBond, you can expect to see click-through rates improve to as high as 5-8x their normal rate, with a corresponding increase in the raw number of people committing to an action.
STEP 1: Define the Objective
What are you trying to do? This may seem like a strange question since we’ve already been talking about acquiring new patients. But the reality is, this outline can be used for a variety of campaigns and objectives. Whether you’re looking to improve your current patients’ loyalty or improve the health of a certain population, you’ll follow these same basic steps. For now, we’ll stick with the goal of acquisition.
STEP 2: Define Your Target Audience
How would you describe your target patient? Old or young? Tech savvy or not? If you’re unsure, start by analyzing the local population. Maybe you know the area has a high percentage of 20- to 25-year-olds who are medically underserved. Or perhaps your practice is located in a suburban area with many young, busy families. Getting to know your audience will strengthen your healthcare marketing efforts.
This is where you’ll use PatientBond’s psychographic data. Within these insights, you’ll learn with which segments your target patients most identify. In turn, you’ll learn about their motivations, personalities, attitudes and more. There’s also information on their health behaviors, such as how often they visit the doctor; and our data showcases the best messaging, frequency and channel through which to communicate with the five groups.
Although the data is broken into five segments, you don’t need to create five separate messages. Depending on which segments your ideal patients belong to and what type of messaging you’re going to use, you’ll be able to hone your communication.
For example, let’s say your patients are primarily Self Achievers and Priority Jugglers. Through psychographic segmentation, you learn that Self Achievers are much more likely to visit a physical therapist than Priority Jugglers. Self Achievers are focused on their health goals while Priority Jugglers are focused on their family’s health than their own. This information could certainly make a difference when crafting messages. But does this matter to your campaign and its overall objective? Think about what information directly impacts your organization’s goals and focus on messaging that aligns with those goals.
STEP 3: Create Your Campaign
Now, it’s time to create your campaign based on your objective and audience. What methods of communication do your target consumers prefer? If none of your ideal patients read the newspaper, don’t waste time creating newspaper ads. Instead, put advertisements where your target audience is most likely to see them and use psychographic data when writing ad copy. Sometimes a simple tweak in language can significantly impact consumer response.
Last but not least, implement your strategy and measure the results against your previous acquisition campaigns. That way you can accurately determine how using PatientBond’s psychographic segmentation model impacted your healthcare marketing efforts.
Chances are, unnecessary readmissions will go down while appointments, urgent care visits and screenings will increase. Providers who have used these insights have seen click-through rates improve to 5-8x their normal rate. With the help of PatientBond’s psychographic data, you can refine your target audience and enhance your acquisition strategy.
For more on psychographic segmentation as it relates to patient acquisition, download our case study.