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What Patients Want From Your Brand

By Anthony Watts on October, 7 2016
Anthony Watts

If you need a smile or want to know what’s hot on-line, Anthony is your go-to guy. As reigning Father of the Year, you can be sure he is equipped with the utmost patience and determination to foster and cultivate any online marketing plan! His digital expertise is a lot like his famous Bloody Marys: loaded with goodies and guaranteed to satisfy.

The conversation around medical marketing has been on a steady decline. Ever since the rise of customer service and false marketing claims, publications have been talking about how honest, quality medical practice is needed. Doctors need to connect with patient’s wants and needs — not what they think are their wants or needs.

While there is a lot of value in healthcare marketing by marketing to patients with content, social media, and email, overall health care providers and marketing experts may be missing the mark.

MEDICAL marketing is about knowing your patients

So what is health care marketing about?

Patients are value-conscious. Doctors need to tailor healthcare marketing strategies to help patients make informed decisions. According to Google, 1 in 20 searches are for health-related information.

Here’s a look at common health-related search terms patient's need help answering, according to Google:

  • Is bronchitis contagious?
  • Is pneumonia contagious?
  • How much water should I drink?
  • How many calories should I eat?
  • What is lupus?
  • How far along am I?
  • When do you ovulate?
  • What is gluten?
  • How long does the flu last?

All of these questions are important to understanding what types of information patients want. The majority of patients don’t care about free teeth whitening or discounts; they care more about the values you stand for and the knowledge you have vs. how often they are prompted with a deal.

Some healthcare brands have developed their following through a strong brand presence. For example:

  1. Ellis Medicine rebranded their hospital with the help of interviews from real patients, doctors, and staff. Now they are hitting over 200,000 unique visitors per month compared to 18,000 unique visitors the prior year.
  2. University Hospitals had success by creating brand champions that were “living the brand” every day that helped increase their conversion management funnel.
  3. Millar’s rebranding process not only help increase growth 30% year-over-year but also increased internal engagement.

What your brand stands for doesn’t have to be over-the-top, but you do have to put your name on what matters. Communicating your healthcare brand’s bigger goal outside of building revenue is the way to forge a deeper connection with patients.


Tips for Building Your Medical Brand

  1. Share your story. Inspire trust from patients by sharing information about your values, when you were founded, how you help people, etc.
  2. Humanize yourself. Show patients pictures of you and your team to help them start developing a personalized connection.
  3. Answer questions. Learn about the concerns of your current patients and try to answer them on your company blog or social media channels.

If your brand is good enough, there’s a good chance you’ll hear polarized word-of-mouth reviews about it. But by creating a brand strategy that highlights same day appointments, helpful content resources, and other benefits tailored to your patients, you can begin to shape your medical marketing strategy to what your patients really want.  


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