Patient acquisition is typically deemed to be the easiest of the two, so many healthcare providers will aggressively pursue acquiring new patients and frequently neglect retention strategies.

Acquiring new patients for growth is undoubtedly needed, but retaining patients is the more cost-effective of the two. What’s more, churning through patients can deplete your customer base and give your practice a bad name.

In short, a well-rounded healthcare marketing strategy should concentrate on both patient acquisition and retention.

If you’re struggling with patient retention, read on. We have compiled a comprehensive guide to help you implement effective patient retention strategies, including proven techniques to increase patient loyalty and improve your bottom line.

The Business Case for Patient Retention

Investing part of your budget in patient retention really makes the most sound financial sense, with studies showing that it costs five times more to acquire a new patient than to retain an existing one.

However, the benefits of patient retention extend beyond immediate cost savings. Satisfied patients are more likely to refer their friends and family to your practice, leading to a steady stream of new patients through word-of-mouth referrals. Patients who rate your service highly are more inclined to leave positive online reviews, further attracting new patients.

Patient retention also contributes to a more stable and predictable revenue stream. By maintaining a loyal patient base, healthcare providers can better forecast their income and plan for future investments in their practice.

On the other hand, failing to focus on patient retention can result in a whole host of negative consequences. 

High patient turnover can lead to increased administrative costs, as staff must constantly process new patient paperwork and update records. It can also strain your team’s morale since they must continually start from scratch.

Ultimately, the business case for retention is clear – investing in strategies to keep your patients satisfied will save you money, improve your reputation, drive new customer acquisition, and take the pressure off your staff.

8 Strategies to Increase Patient Retention Rates

Below are eight proven strategies for improving patient retention that can be implemented by healthcare practices of all sizes.

#1 Creating a Welcoming Environment

A successful patient retention strategy starts with your physical practice. Your waiting room is the first point of contact for patients and sets the tone for their entire experience. To create a welcoming atmosphere, consider investing in comfortable seating, soothing décor, and a variety of engaging reading materials. 

To help patients feel at ease in your practice, consider offering complimentary refreshments, such as coffee, tea, or water.

As well as making your physical space welcoming, your staff should also be friendly and welcoming, trained to be courteous, empathetic, and attentive to patients’ needs. Encourage them to greet patients with a warm smile and a friendly demeanor and to take the time to listen to any concerns and questions they may have.

So, don’t underestimate the power of a friendly smile, a comfy chair, and a genuine commitment to patient care – these small details can make a big difference in keeping your patients happy and coming back for more.

#2 Develop a Professional Website

These days, with most patients going online as their first port of call, a well-designed website specifically for healthcare can’t be an afterthought. Patients will come back to your site in between care to book appointments or access information. If the site is slow, clunky, or difficult to navigate, this will certainly affect patient satisfaction and potentially drive them to seek care elsewhere.

Your website should be designed with the patient experience in mind. It should load quickly, be easy to navigate, and provide clear calls to action for booking appointments, accessing patient portals, or contacting your practice.

The design should be clean, professional, and reflective of your brand, with easy-to-read fonts and a color scheme that’s easy on the eyes. You can check out some of our award-winning healthcare site designs here to get an idea of what to include.

Additionally, your website should be optimized for search engines. When your website ranks well for relevant keywords, it increases your visibility and establishes your practice as a trusted authority in your field. This can reinforce your credibility with existing patients, making them more likely to continue using your services.

#3 Providing Online Health Resources

Continuing on from a well-designed website, the content you add to that site plays a big part in patient retention, so it deserves a section of its own. Providing valuable, relevant, and engaging online health resources can help keep your patients informed and connected to your practice, even between appointments.

One of the best types of content to consider is educational resources. This could include patient education videos, knowledge bases, and informative blog posts.

#4 Simplifying How Patients Schedule Appointments

To make the appointment scheduling process easier, implement an online booking system that’s user-friendly so patients can easily view available time slots and book their appointments with just a few clicks.

Look for a mobile-friendly booking system with HIPAA-compliant forms that can be completed from any device. 

To create a cohesive brand experience, choose an online booking system that allows you to customize the forms to match the look and feel of your website. This attention to detail can go a long way in reinforcing your professional image and building patient confidence. 

Another valuable feature to look for is e-signature support so that patients can digitally sign any necessary online medical forms or consents.

#5 Conducting Patient Surveys

Regularly gathering feedback from your patients is a powerful way to gauge their satisfaction and identify areas that you can improve at your practice. Patient health surveys can give you a great insight into the patient experience. With this information, you can make data-driven decisions to improve your retention efforts.

The secret is to make them engaging and concise. You want to ensure that your surveys are easy to complete and take up only a little of your patients’ time, at most 5-10 minutes to complete.

#6 Improving Access to Care

What are some ways that will add even better access to your services?

A good example of improving access to care is through telehealth and video chat services. Virtual consultations are a clear benefit to patients who may have difficulty coming into the office due to distance, mobility issues, or scheduling conflicts. With Telehealth, you can expand your reach, serving patients in remote areas who might not otherwise have access to your services.

Another way to improve access to care is by extending your opening hours with early morning, evening, or weekend appointments. Many patients have work or family obligations that make it difficult to schedule appointments during traditional business hours. If a patient schedule doesn’t fit your opening hours, a more flexible competitor might be more appealing, potentially leading to patient attrition.

#7 Continuous Engagement Through Digital Communication

Two of the best tools for maintaining strong relationships and keeping your health practice top-of-mind are social media and email marketing.

These are often set up and neglected, as they are easy to create but it requires some time and resources to maintain them. If this sounds like you, then use the services of a trusted healthcare marketing agency such as Practis, an Onspire Health Marketing company, for email marketing and social media management.

Social media platforms give you the opportunity to connect with your patients on a more personal level. If you regularly post content that engages and informs, it will encourage patients to follow your social media accounts and interact with your posts.

Email marketing is another effective way to keep your patients engaged between appointments. Send out regular newsletters that share health information, promote new services, and remind patients of the importance of preventive care. Segment your email list based on patient preferences or demographics for more targeted, relevant content.

#8 Undertaking Regular Evaluations

The 8th strategy in this ultimate guide to retention is to take stock of the different retention strategies that you have implemented from this list and determine which ones are working well and which may need to be adjusted or replaced.

If you’ve implemented a patient satisfaction survey, analyze the response rate and the overall satisfaction scores. Compare the results over time to see if your retention strategies are having a positive impact on patient satisfaction.

Have you introduced extended hours? Monitor the number of appointments booked during those times and gather feedback from patients on the convenience factor.

Establish a timeline for evaluating each strategy, such as quarterly or bi-annually, depending on the nature of the initiative. Use a combination of quantitative data (e.g., number of appointments booked ) and qualitative feedback (e.g., patient comments, staff observations).

How to Win Back Former Patients

Despite your best efforts, some patients will still end up leaving your practice. This doesn’t mean they’re lost forever. You can get those former patients to return.

The first question to ask is why they left in the first place. This might involve conducting exit surveys or reaching out personally to gather feedback. Once you have some clear reasons behind their departure, you can take targeted steps to address those issues and show that you value their feedback.

One effective strategy is to reach out with personalized communications. This could be an email, a letter, or even a phone call expressing that you value their relationship and inviting them to come back. Be sure to highlight any positive changes or improvements you’ve made to your practice due to patient feedback, demonstrating that you’re committed to providing a better experience.

When former patients do return, make sure to go above and beyond to welcome them back and give them an exceptional experience. And don’t forget to continue engaging with these patients after their return visit.

Wrapping Up

Patient relationships take time to develop, nurture, and grow. By putting measures in place to retain them, you can create a stable and loyal patient base that will support your practice for years to come. The strategies we’ve shared in this guide are proven to help you build strong, lasting relationships with your patients.

Understandably, with a busy healthcare practice to run, implementing these strategies can be a challenging task.

That’s where Onspire comes in.

As a full-service healthcare marketing agency with 25 years of experience, we specialize in helping practices like yours implement effective patient retention and acquisition strategies.

Contact Onspire today so we can help you build a thriving practice with a loyal patient base that will stand the test of time.

Contact Onspire to Get Started Today

Say, for example, you met Gladys last Tuesday. You tested her hearing aid, answered her questions thoughtfully, and felt as though you had a positive connection. You even looked at photos of her Labradoodle! But this morning you woke up to a scathing review where Gladys eviscerated everything from the chairs to the temperature to the artwork in the lobby. Thick-skinned or not, this one stings a little. 

The good news? We humans instinctively know we’re prone to exaggerate an unsatisfactory experience. We also know that some people have a curious overabundance of negative experiences – which is a post for another day! As such, the question is never, Does this practice have negative reviews? The question is, How does this practice respond to negative reviews?

Why Do Patients Leave Bad Reviews?

Psychological motivations aside, there are some common factors that lead to negative audiology practice reviews. Knowing what sets people off can help you avoid less-than-glowing online reviews. 

• Long wait times: Sometimes, a moderate wait is unavoidable. Acknowledging the wait and offering a sincere apology can go a long way toward making the patient feel seen and valued. 
• Billing errors: Billing errors equal backlash. Even if the mistake was on the insurance company’s end, your practice may bear the brunt of your patient’s online ire. 
• Disregard for their feelings: Patients may not have expert knowledge of their condition, but they are experts on their personal experience. One of the most common motivators for a negative online review is that the patient felt disregarded or dismissed during their visit.

Other common reasons for negative reviews from patients include:

• Canceled appointments
• Insufficient time with the audiologist (or feeling rushed)
• Issues with parking
• Issues with accessibility
• Issues with the front desk staff

Should You Flag or Report Negative Reviews?

When you receive a negative online review, your first impulse is likely to report, flag, or challenge it. While these reactions are understandable, they aren’t always viable. Most review platforms (such as Google, Healthgrades, or Facebook) have particular – and stringent – rules for removing reviews.

Typically, you can only flag or report a negative review for the following reasons:

• The author of the review is not your patient. Looking over the review, it’s clear this person has confused you with another audiology practice (or another business altogether).
• The review is spam or contains irrelevant or off-topic information. For example, If the review concerns parking in a fire zone and receiving a pricey ticket, you have a good case for removal.
• The review is inappropriate, vulgar, offensive, or includes sensitive personal information about a staff member.

A negative review doesn’t have to spell disaster if it doesn’t meet any of these qualifications. Though it’s no one’s favorite pastime, crafting a thoughtful and professional response is an art – and it can leave a positive impression on potential new patients. 

Before responding to patient reviews, please remember…

1. 93.5% of patient complaints are a result of a miscommunication. Given that you work with patients who are already under duress, the chances that they didn’t absorb everything you told them or may have forgotten to mention something to you is high. Miscommunication happens all the time. The key is determining the misunderstanding and eliminating the communication gap.
   
2. Don’t take complaints personally. Think of them as helpful red flags to remind you to improve your communication systems. Just because you told a patient to do XYZ doesn’t mean they understood. See if getting patients to explain their patient care instructions back to you. This improves compliance and reduces patient problems.
3. Don’t get defensive or mad When you respond to a patient. That won’t win the patient back or help you attract more patients. When practices allow emotions to take hold when responding to reviews, positive or negative, it’s common to disclose patient information and violate HIPAA.

How to Respond to Negative Reviews

Say you have a negative review that isn’t going anywhere. It happens! The truth is, it’s an opportunity disguised as a threat. That’s because your response has the power to impress, instill trust, and inspire confidence. 

Consider the following when crafting your reply:

• Don’t give defensiveness a foothold in your response. You may be more than justified, but potential patients want to see you take the high road and exude professionalism. 
• Write with an empathetic tone. When in doubt, lean even further into empathy. 
• Don’t be afraid to admit that the feedback represents a growth opportunity. Readers will appreciate your humility, and the reviewer will likely feel the same way. 
• Make things right where possible. Describe in detail the steps you’ve taken to remedy the situation and invite the reviewer to speak with you further to pursue a resolution. 
• Thank the reviewer for their feedback. This one might sting a little, but your willingness to acknowledge that all feedback can inspire improvement will make a strong impression.

Friendly reminder: When responding to negative reviews, you’re still bound by HIPAA. Remember to avoid discussing particulars or divulging protected information, even if the patient has already done so. Suggesting the conversation be moved to a more personal format, like a phone call, is never a bad idea.

Review Ignorance Isn’t Bliss

When it comes to negative reviews, an “ignore-it-into-oblivion” approach is tempting. Unfortunately, it doesn’t work. Pain avoidance is natural, but an unanswered negative review causes even greater damage to your online reputation in the long run. 

A good rule of thumb is to reply – and reply promptly – using the tips outlined above. You can close your response by offering to continue the conversation in a more private setting. Often, cooler heads prevail when the discussion transitions from online to in-person or over the phone. 

Negative Review, Positive Results

No one wants a slew of negative reviews. But the occasional complaint can actually improve your online reputation. Here’s how: 

• Nobody gets things right 100% of the time. Customers know this! That’s why a couple of negative reviews can boost your credibility. There’s nothing more suspicious than a spotless online reputation, and people know it. 
• A poor review can be an essential wake-up call. That pesky negative review might be just what you need to implement a critical change. One person’s gripe can be the catalyst for better one-on-one connections and a vastly improved patient experience. 

Lastly, it’s important to remember that negative reviews aren’t always forever. Sometimes, after the patient has taken everything into consideration, they will remove or amend their review. The single greatest determining factor in whether this change of heart occurs? Your response.

Engaging with bad reviews can be distressing, but turning a negative into an opportunity for improvement can also be immensely satisfying. Another aspect of human psychology worth mentioning? Ultimately, people long for cooperation and resolution. Sometimes, they need a little nudge. 

Managing Bad Audiology Patient Reviews: You’re Not Alone

If you’re overwhelmed by the thought of managing bad audiology patient reviews, you’re not alone.  Negative feedback, especially when it feels unwarranted, is disheartening and frustrating. Luckily, professional reputation management can help support your audiology clinic in this uniquely sensitive area. 

MedPB offers reputation management services that automate a good deal of the process, from helping you generate reviews to expertly responding to negative feedback. Please reach out to us today to learn more about how we can help take the sting out of bad reviews and even turn them into a sweet-as-honey opportunity for growth.

Of course, these days, barely anyone remembers the Macarena. It didn’t have a lot of what you would call staying power. No one could predict that back in the 90s. When the Macarena started, no one knew how long it would last or the impact it might make.

That’s kind of where we are with Artificial intelligence (AI). Everyone’s buzzing about it, but it’s hard to know whether AI will be a reliable tool…or fizzle the same way the  Macarena did. That’s a bit frustrating, especially when it seems like AI could save you valuable time and energy. In healthcare, it’s essential to be careful when using AI because it can get you in trouble.

Should You Use AI Review Collection in an Audiology Practice?

AI is supposed to be all about saving you time and energy–and taking over your most tedious tasks. For many in the audiology field, the most logical place for AI to start seems to be handling your reviews and reputation management.

In theory, these AI programs will be used to reach out to patients, ask them questions, and offer responses in a way that helps generate positive reviews (and respond to negative ones). In theory, this is all good–it will save you the time to pour over your thoughts–or ask patients to leave reviews later. 

On the surface, this makes sense! But the more you dig into it, the more drawbacks become apparent. To understand those drawbacks, you need to know how AI works–because the name is misleading. There’s no accurate intelligence behind AI. Instead, “AI” uses a sophisticated algorithm to generate an output. This algorithm can use new data to spit out new results (the process is called “machine learning”)… but essentially, AI uses a vast dataset to drive a robust algorithm that generates results.

This means patients who enter data into your AI review software may unknowingly plug their audiology experience–including private details–into a database you have no control over. Additionally, there’s no way for AI to know it’s in a “healthcare” setting–and private information shouldn’t be discussed.

This can lead to serious concerns about patient privacy and HIPAA.

You Can’t Ignore HIPAA

Any medical or audiology practice operates under a law called HIPAA. I’m sure you’re very familiar with this already. (For the nonaudiologist readers, the idea is that HIPAA exists to protect patient’s private information.)

HIPAA will, in one form or another, cover audiology practices and any contractor the audiology practice employs. So, your handy marketing agency is also required to protect patient information (or else you might be on the hook for possible consequences).

This pertains to symptoms, treatments, personal information, and more. (If someone types, “Your clinic helped treat my hearing loss” into your AI-powered review system, you might have a HIPAA violation–especially if that chatbot is not HIPAA compliant.) 

AI Review Software May Not be HIPAA Compliant

A significant issue with AI Review Software is that most AI review platforms are not HIPAA compliant, which means that your AI may follow its algorithm and try to discuss a patient’s experience (symptoms and all) over your review software–in a public space. You can quickly see how this would become a HIPAA violation. For example, an AI chatbot may ask a reviewer: “Tell us about your negative experience.” In response, the reviewer starts talking about how their symptoms weren’t addressed, which could quickly lead to problems.

The trouble is that AI is pretty decentralized. If there’s a HIPAA violation because your AI partner isn’t following the rules, your clinic will likely be on the hot seat.

How to Handle Negative Reviews

For most industries, handling reviews is a very similar experience. But AI needs help with audiology because, as a medical field, how you take reviews is pretty specialized. Here are some excellent tips to keep in mind when it comes to HIPAA and reviews:

• Avoid discussing any patient information in reviews. This means you should never refer to specific times, specific symptoms, treatments, or other identifiable information.
• Keep things pretty general: Your responses should be focused on public information that doesn’t touch on patient information. 
• Make sure to get written permission for any correspondence: For example, if a patient posts a negative review, ask permission to email them to discuss their concerns. Exercise caution, however–the less you can say over email, the better.
• Respond privately: Look for a way to respond to any unhappy patients in a one-on-one setting. For example, you can ask if a phone call or follow-up appointment is an excellent way to communicate with a sick patient.
• Make sure your staff knows how to handle negative reviews: It’s one thing for you as an audiologist to understand HIPAA–but it’s equally important that your team knows what to do with negative feedback–and how carefully to tread.
• Make sure you constantly monitor reviews: You don’t have to personally check your thoughts daily (that way, madness lies). But you can set up notifications and automated processes to ensure you stay on top of reviews. 
• Develop and establish a robust social media policy: Sometimes people say mean or nasty things on social media–you should have a policy that details how you or your team will respond (while respecting HIPAA).
• Talk to your legal team: Like many laws, HIPAA is complicated. This means it’s a good idea to talk to your legal team before making any changes to your policy. And keep your legal team in the loop when it comes to your review policy.

Of course, artificial intelligence isn’t going to know anything about how to respond in a way that preserves patient privacy. It won’t learn these best practices. And that could put your practice at risk.

What Does a Good Review Response Look Like?

So, let’s say a patient comes in for a hearing test and leaves a review that says, “This audiologist gave me a faulty diagnosis. They said I have hearing loss when my hearing is just fine.”

• Bad response: “Hi, when you came in for our appointment, we noticed you had symptoms consistent with hearing loss. All of our tests also indicated you have hearing loss. So, that’s the diagnosis we made.”
• Good response: “Hi, we’re sorry you don’t feel you had a good experience with us. We’d love to discuss this over email or phone so we can do everything possible to make the situation right!”

Do you see the difference? Both responses may be factually correct. However, the “bad” response violated HIPAA by discussing the patient’s symptoms. An untested or unsupervised AI might respond with a wrong answer, as that might make sense for other industries. 

Audiology Reputation Management Done Right 

Of course, just because you may want to avoid AI for reviews doesn’t mean you should prevent automation entirely. There are plenty of ways to introduce more automation into your reputation management strategy–and this can save you both time and money without the need for risky AI solutions. 

This means you can have a robust–and lasting–reputation management strategy that helps keep patients happy–and brings new people into your audiology practice. 

If you want help making this happen, contact us at MedPB–and we’ll get started on your reputation management solution!

• Well-regarded among industry peers and colleagues
• Innovators who drive change – in how we think and/or how we act
• Effective communicators with a message that matters

The man who coined the term thought leadership (Joel Kurtzman) defined thought leaders as individuals or organizations recognized by peers and industry experts “who deeply understand the business they are in…and have distinctively original ideas, unique points of view and new insights.”

You might say someone like Kurtzman himself pretty much fits the definition – even if you’d never heard of him before today. Not all thought leadership takes place on the public stage; in fact, more often it is the community of experts in any given field who recognize true thought leadership among their peers. Thought leaders educate and improve what falls within their circles of influence.

But how do you really know who the thought leaders are? After all, there’s no definitive list of thought leaders in healthcare.

At Dobies Health Marketing, we apply this rule of thumb: We know thought leadership when we see it. We can only say that because we have decades of working closely with thought leaders in the health industry – long before thought leadership was a term people bandied about. From the biggest biotech in the world to a small rural health system that  ranks among the top rural hospitals in the country, some of our clients came to us already established as thought leaders.

Others are on the way. We have a special gift for recognizing kernels of greatness in our clients who do not yet consider themselves thought leaders – and we help them breathe life into the vision of who they are becoming. We just know because we work with these organizations, whether small or large, or giants in the industry, on an everyday basis. You develop a radar over time.

Becoming a recognized thought leader can be a powerful part of your marketing strategy, but at its core, it should be based on meaning, not marketing. It also requires real investment. It’s not for everyone, and it’s not a one-size-fits-all proposition. For instance, thought leadership in physician circles – whether clinical providers or hospital leadership – will look different than thought leadership among healthcare data and technology experts, which also looks different from thought leadership from organizational or HR leadership.

You may find thought leaders where you didn’t even think to look for them. That’s not to say you should strive to make everyone in your organization a thought leader, but in talking to the people in your organization, you might be surprised to find innovative, creative thinkers who offer up unexpected solutions. Sharing the wisdom of the people in your ranks not only elevates your brand, but it is a profound way to recognize excellence in your ranks.

It all comes down to identifying and recognizing the thought leadership that may already be in play within your organization – and selectively highlighting the types of thought leadership that can help bolster your organization’s position within the market.

Whether that involves building awareness and driving leads with content marketing, establishing or building credibility, or expanding the reach and influence of your brand, it may be time to make the move. When you marry strategic marketing with genuine thought leadership, it can catapult your organization to a profound level of performance and success you might never have imagined.

Practis knows the best practices for modern websites and we can help. Here are 3 signs you may need a website refresher now.

1. Old dates

Check the bottom of your website. There is usually a copyright symbol. Is yours updating regularly or is is stuck in the past? This can be a subtle sign that things are going stale.

You may also have old dates from reviews or patient testimonials. If you have had the same quotes for years, it may be time to ask patients for some new feedback.

You may have content on your website about how many years you have been in business. Is it still 10, or maybe it’s closer to 15 now. Old dates can make your website feel like a dinosaur fast.

2. Dated images or styles

Trends online change just as fashion and styles. Is your website using colors that feel dated? We can help you find a template that fits your brand and image but also gives you a lift.

There may be old pictures of your providers with old fashioned hair styles or photo editing. Headshots should also be updated every couple of years. Appearances and features change as we age. If your headshot is over 5 years old,  consider getting a more recent one. You want your image online to reflect the you patients will be greeted by in person now.

If you have updated your logo, this is another clear sign your website needs a refresh. You can also consider new location images if things have changed in the area where you are located.

Stock images can also grow stale and look dated. Consider using real images from a professional that feels more genuine and authentic.

3. Lack of new procedures

If you have expanded treatments or procedures, make sure it is reflected on your website. This includes hours, locations, or number of providers.

Word of mouth news travels quickly. Someone may have heard about a new physican at your office or a new treatment for their condition. Naturally, patients will google this news to fact check what they have heard and learn more.  If you do not have an announcement of this doctor or he/she is not listed among the providers, this prospective patient may turn elsewhere.

If you have new technology available at your location, be sure to feature it. Some patients are searching for a location that provides certain testing, advanced equipment, minimally surgeries, etc. Even if your location offers these, the patient may not know when looking on your website.

How often do I need to refresh my website?

This depends on how quickly your practice is growing and expanding. If you are hiring new providers regularly, this refresh should happen regularly. However, if your practice is in a period of sustainability, you may have a bit of time before you may need to update.

We recommend updating your website at least every year to stay on top of the latest trends, top medical website features, new compliance standards, and to give your patients the most accurate information.

If you already have the framework in place, a simple refresh can be fairly straightforward. It can give your practice a new look and new energy.

Help is available. Practis is here to analyze your website, speak with you about your goals, and make a medical website refresh for your practice a reality.

There is talk of an economic downturn, which always affects the healthcare industry. Practices, individual providers, and patients will need marketing support to remain in the forefront, and provide treatments that are superior to the competition.

These 5 tips can help you stay on top of current healthcare marketing trends as we move into 2023.

1. Web platforms should prepare for private equity

One major shift in healthcare marketing, is seeing an increasing number of managed services organizations (MSOs) and private equity platforms.

As practices shift to private equity groups and streamlined operations, you will need scalable websites and efficient marketing strategies to support growth targets and revenue goals. You must have a central strategy to communicate to the various groups and people you work with.

If your web presence is fragmented, or your marketing efforts are not well planned, this can stunt growth and reduce returns. You will look disjointed and unorganized to your group, but also to the patient.

However, as you form a central strategy for your digital and online media, you can help connect your practice and prepare to work with or compete with private equity groups in healthcare.

When the market turns questionable, healthcare returns can often remain strong. In 2023, expect to see more private equity firms and their healthcare portfolio groups to build centralized digital marketing platforms and strategies to achieve goals.

2. Prioritize patient-centered content

In 2023, patient-centered content will be vital. As discussed in our previous post, Google rolled out an update for SEO prioritizing helpful content online.

When it comes to looking for and selecting a healthcare provider, most patients do their research online. You can take advantage of your first introduction by crafting patient-centered content on your website.

This may look like:

• Content that directly answers core questions or concerns of the patient
• Consider content for patients at each stage of their journey
• A comfortable and user-friendly interface
• Prioritizing the mobile experience
• Make it easy for users to scan and find answers quickly
• Answering as many relevant questions in one piece as possible

Google wants good user experiences and so do your patients.

You may also need to rework your content to be not only patient-center, but personalized to the geographic area. This is called geo-personalization.

In 2023, consider revamping your website to include:

• What providers in your practice are nearby
• Which providers are accepting new patients
• Treatments and procedures offered at that location
• Specifics on insurance

As patients visit your website and get relevant answers quickly, they will know your practice will be capable to care for their healthcare needs.

3. Utilize patient portals

Another area of growth for 2023, is utilizing patient portals in your digital marketing.

There is only so much you can do on your website, however, once a patient logs into a portal or mobile app, you can create custom content for their needs.

In these patient portals, you can display conditions, treatments, procedures, or relevant information to their demographic or healthcare needs.

You can also help to streamline appointments, medical information, and accessing physician communications. Advancing healthcare in the digital realm can be a great way to improve patient satisfaction and return visits for care.

4. Optimize your marketing budget & recruitment

As budgets tighten and the economy remains uncertain, patients may avoid or defer care. We may also have difficultly recruiting quality providers and keeping adequate staff.

If we see decreasing employment numbers in 2023, this will naturally lead to more uninsured patients.

We can take extra care in optimizing the marketing budget. You can consider hiring medical marketig experts, like Practis, that will give you sure returns on your campaigns or strategies as you look to invest in growth. Careful planning will help secure marketing performance over the next several months.

The last two years have hit healthcare workers, and we continue to see a low number since 2020. As you tighten your recruitment practices, this can help you grow and sustain quality employees. In 2023, manage your reputation on social media and recruiting sites, share positive public relations stories, and create specific recruitment pages on your website.

5. Create a customer relationship management (CRM) solution

Healthcare organizations can work to improve the customer relationship management or CRM solutions. This can help improve efficiency and reduce redundancy.

This technology can help create a more transparent and proactive communication.

Some CRM ideas as you plan for 2023 may include:

• Centralized call centers
• Online appointment booking
• Centralized CRMs
• Live chat and chatbots
• Call tracking
• Review generation technology

These practices can help as you manage your patients, and help them get the answers they need quickly. Customer care is always the priority in healthcare, and an effective CRM can help your practice help your audience feel heard and valued just like they do in your office.

Consider these 5 tips as you move your healthcare marketing efforts forward in 2023.

If you’re evaluating medical marketing agencies to help grow your practice, be weary of those that use high-pressure sales tactics and these 10 online medical marketing scams that won’t generate results.

1. The fake client portfolio and review scam

It’s worth it to spend time reviewing the firm’s work portfolio. Unfortunately, some medical marketing agencies are not completely honest when it comes to this aspect of their business. Scam agencies could  fabricate  marketing campaign results just to draw you in when they may have no professional experience at all. If you want to hire a company with a long track record and proven success, ask for examples of their work, case studies, referrals, reviews, and so forth.

Keep in mind that some medical marketing companies are newer and may not have a plethora of these examples to share. This doesn’t make them a scam.  If they don’t have any, or have very few references, don’t be shy about reaching out to some of their LinkedIn connections to verify their credentials.

TIP: Be sure to check out their website too while you’re doing your due diligence.

2. The cheap custom website scam

If your practice doesn’t have a website, you should consider getting one as soon as possible. Your website will be your greatest marketing tool for your practice. . It’s also an intangible business asset that will allow you to better support patients

A well designed medical website is necessary to differentiate your practice from the competition and generate new patient leads. Because websites hold so much marketing power, they are an investment – especially if you want a custom site Medical marketing agencies that offer to create a completely custom website for you at a price that is dirt cheap is unrealistic. A dirt cheap website is a scam. It signals that it’s likely poorly developed, and may not be truly custom.

Expect to pay around $3,000 for a good semi-custom website, one that utilizes a predetermined layout but allows for some customization of design elements and layout blocks. Most agencies have design templates to select from that can be moderately ‘customized’ or altered to create a completely unique look and feel for your practice.

Know what goes into good medical website design. Check out our blog on Top Medical Design Features & Why >>

3. The exclusive territory marketing scam

If an agency claims to provide you any form of exclusivity, it’s a scam. Never trust an agency that promises any result for that matter. There’s always going to be competition, and Google will never give you priority without earning it.

If it sounds too good to be true, it is.

Here’s an example of this type of marketing pitch: 

They will likely ask you to overpay far and above the going rate to get the majority of potential patients in your market. For a set price, these marketing firms claim to only take one medical practice per market.

4. The promise of major directory listings scam

One of the more common digital marketing scams is marketers promising to create you “top-quality listings”.  There are hundreds of thousands of online directories these days, and for most industries, online directories are a source of visibility and value. However for medical providers, being on directories that are not healthcare focused  is a waste. There are many well-established directories that cover multiple industries such as Healthgrades, Vitals, Wellness, Doctor.com, etc. It makes sense to be on these, if they are relevant to your industry and audience.

Being present on online directories that are not only irrelevant for your practice, but are also low-quality, offer no value to your practice or help when seeking new patients. They waste your marketing dollars and time. Plus, you also run the risk of damaging your reputation by having online profiles on low-quality listings.

Avoid this scam by knowing what directories are best for your speciality and why.

Not sure what online directories are best for your practice? Ask our team!

5. The buying followers scam

Buying social media followers and likes can do your practice more harm than good. Social media was originally created as a means to connect digitally but naturally with friends, colleagues, and the community. Gaming the system and buying your friends digitally is like buying your friends in real-life – they won’t truly care about you and won’t engage with you on their own.

Inexperienced marketers will tell you that the best way to extend your social media reach is through purchasing influence. Today, fake profiles are not only worthless in terms of offering value but are also spam signals that can devalue your rankings.

Today, the best ways to gain social followers is by: 

• Being present on the right networks
• Sharing top-quality content
• Engaging with your audience through relevant and thoughtful campaigns
• Posting during peak times
• Providing value to your audience
• Inviting new visitors to follow you

Interested in learning more about how to grow your medical practice through social media marketing? Contact our team of medical social media experts for advice on how to proceed.

6. The domain name renewal scam

This scam won’t be initiated from a trusted marketing agency but an online con artist. Sophisticated scammers are using the guise of fake trademark protection to intimidate you into purchasing another domain from them.

In this situation, the scammer attempts to trick you into giving up sensitive payment information or involuntarily switch domain registration companies. They’ll send you a notice via mail, email, or phone call.

The scam specifically cites your practice name and domain name, urging you to renew the domain name that is about to expire soon. With your correct personal name, domain name, and practice name, the notice seems official, which makes the scam highly effective.

It’s important to notice that the email, mail, or phone call you receive will not be from the company your domain is registered through, and to trust the person or company that has control of your domain name.

TIP: If you manage your own domain name, always verify the communications you receive  with your domain registration provider before sharing any payment details.

7. The fast track SEO scam

Appearing in search results is vital for practice growth, and achieving a strong online presence takes time. In the world of SEO, there’s Black Hat SEO. Black hat SEO is unethical and manipulative, and does not work to gain results today. In fact, trying to gain from black hat SEO tactics today can get your website banned from Google and other search engines.

Black hat SEO is used to boost a webpage’s search engine ranking by violating the search engine’s terms of service. Interested in learning more? Here’s a comprehensive intro to black hat seo from HubSpot, founders and leaders of inbound marketing.

Black hat SEO techniques include: 

• Keyword stuffing – the practice of filling your content with irrelevant keywords in an attempt to manipulate where the page ranks on search results pages
• Cloaking – showing one piece of content to users and a different piece of content to search engines. Websites practicing black hat SEO will do this in order to make content rank for a variety of terms irrelevant to their content
• Sneaky redirects – a redirect involves sending someone to a different URL than the one they initially clicked. Black hat SEO uses redirects outside of the purpose they are intended for
• Poor quality content – content that’s of no value to the searcher is also a common practice in black hat SEO. This includes content scraped or duplicated from another website
• Paid links – Google strictly bans the buying and selling of links so you should always avoid paying another site to link to your content
• Abusing rich snippets – entails changing how your content is displayed on search results pages to make your content stand out from competitors
• Blog comment spam – is when you include a link to your website in blog comments. TIP: Avoid having this happen to your blog by making links in comments nofollow.
• Link farms – is a website or a collection of websites developed solely for the purpose of link building, which builds domain authority and increases ranking
• Private blog networks – similar to link farms in that they both aim to exaggerate the number of links pointing to a website but differ in the way that private blog networks do this on a larger scale

Companies won’t directly tell you that they’re leveraging black hat SEO. The only genuine way to ace Google rankings is to create valuable, engaging content about topics that interest your patients. There aren’t any shortcuts outside of this secret to success.

8. The guarantee of high Google ranking scam

This one is a sub-scam of the fast track SEO scam. No medical marketing agency can or should guarantee you a top Google rank. Google algorithms are subject to regular updates, so what works today may not work tomorrow.

Experienced and trustworthy digital marketers will never guarantee any results from their activities. They will however demonstrate how their efforts produce results. They should  explain what they’re doing, how they’re doing it, and what those efforts will do to improve your rankings. The most they will do is promise to stay on their toes for any Google algorithm updates and about their flexibility to adapt to those changes.

9. The double-sell scam

The double-sell scam is one of the most common and widespread digital marketing scams out there, namely because the digital marketing landscape is full of buzzwords that you need to watch out for as they can easily cause much confusion. The digital marketing services you sign up for should be straightforward.

For instance, let’s say you have a website and you’re working on SEO and PPC when a sales representative pitches search engine marketing (SEM) because it’s crucial to boosting online presence. Given that SEM covers paid and unpaid digital marketing on search engines, it boils down to being nothing other than SEO and PPC. In other words, scammers attempt to sell exactly the same services you are already paying for.

10. Stealing your PPC spend scam

PPC should help generate leads right away. If your PPC campaigns aren’t driving results, it’s a real possibility that your medical marketing agency is stealing your PPC spend. Before you begin a campaign, ask your campaign manager to walk you through the results they anticipate for the budget for you’ve allocated.

Any experienced marketer will be able to provide ROI projections. If the agency shows that it’s spending $1,000 on PPC and that you should be getting at least 4 new patient leads a month, ask what’s going on if you’re getting anything less.

In most of these scams, the victims have no idea how much money they’re paying is going to Google. The agency is supposed to deduct a campaign management fee from the amount you’re paying and invest the rest into PPC. For example, if 85% of what you’re paying them should go to Google and the remaining 15% should be retained by the marketing agency, you should be able to clearly see that it’s happening.

Unfortunately, these scams are real and they happen all the time. As long as you keep these tips in mind, you’re far less likely to become a victim of these scams. While there are a few bad agencies, there are many more legitimate medical marketing agencies out there like Practis that genuinely want to help you grow your practice.

If you’re questioning anything your current marketing agency is doing, or want to know how we would help you reach new patients, please don’t hesitate to reach out to us.

As we shift into a new year, consider your healthcare website. If you do not have one, it is essential to create one. This should be a top priority. If you have a website but it may be outdated, it is time to take a look and revamp your content.

Websites are constantly evolving and creating content can feel overwhelming. Here at Practis, we are experts in making your website stand out and serve the needs of your patients.

Here are five main pages that your healthcare website absolutely needs.

1. About Us Page

This is a very clear place where you can explain what your practice does and what value you bring to patients.

• What makes you and your practice unique?
• What key values do you bring?
• How long have you been serving the community?
• What specialties do you have?
• What needs do you help resolve?

This page should be written in a way that is easy to read. It can be both professional and conversational. Sentences should be short and not bogged down with medical jargon or overwhelming facts. We can help you stand out and highlight your most important aspects.

2. Contact us Page

This page can help bring patients in the door. Remember that online, search engines can bring up locations that may not be in your area. On this page, you should have clear information about the location(s) of your practice.

• List your organization’s name, address, and phone number
• Consider an integrative map so patients can find you
• A form that auto-sends to your email is a great way to get in touch with patients but avoid email spam

3. Providers Page

The providers page will help patients connect with the people in your organization. Consider highlighting doctors, nurses, and other staff.

This page can include a short biography or something personal that can connect patients with your staff.

If you have a large number of providers, make sure the webpage is dynamic and easy to navigate so patients aren’t scrolling too far down the page to find what they are looking for.

Another nice touch is adding:

• Physician photos
• Photos from inside your clinic or facility
• Expertise, education, additional training
• A quote about their approach to patient care
• Community outreach summary or photos

4. Services Page

This is perhaps the most robust part of your website. Organizing services pages can feel overwhelming, but a clear structure is essential to make it easy to navigate for patients. We can help. The services pages will highlight your focus and expertise in healthcare.

• What services help you stand out?
• What services would patients be looking for when they visit your website?
• What do you have that can’t be found anywhere else?

5. Testimonials Page

The last essential page is one built around testimonials. This includes any positive feedback, reviews, or things your patients have said about your organization.

We can help you integrate apps to make this part of your website professional and effortless. We can also help the page auto generate new reviews and help you rank higher on search engines. This gives your website some more humanity. Many choose healthcare providers based on recommendations from a friend or loved one, and reading testimonials can feel similar to a friendly conversation.

Your testimonial page can answer the following:

• How do you serve your local health community?
• How do you solve key problems?
• How strong is your reputation?

At Practis, we can help you get on your way to refining or creating an effective website with these key pages.

Before you look ahead, the most successful companies and organizations look at where they’ve been. Analyze your past marketing efforts. Look at the data. Investigate consumer  surveys and areas of improvement. Often we are moving on from one thing to the next, but if we never stop to pause and look at past marketing efforts we may repeat less-effective methods.

TIP: Patients could be choosing your competitors without you even realizing it. To understand how your practice stack ranks compared to your competition, take our practice growth assessment. In less than a minute, you’ll have visibility into your key areas for improvement next year.

2. Connect with your target audience

Digital marketing for healthcare organizations can seem impersonal. You’re not making any connection face-to-face, and your audience is unable to interact with you. However, this is where you can really make an impact in the year ahead. How can you be more personal in your marketing efforts? What can make your audience feel more connected to your organization? Put the human first and what you are trying to communicate or sell, second. Easy ways you can connect, engage, and build rapport with potential patients is through:

• patient education videos
• social media campaigns
• your website
• online reviews
• HIPPA compliant text and chat

3. Engage with your local community

On your website, consider illustrating your relationships with community organizations, or any volunteer or philanthropic work you do outside of the office. Have images and news to directly reflect what you’re doing as a fellow community member at your specific location. Bring it home, so users can feel and experience the trust and authenticity of your organization.

4. Create a social media campaign

There are several benefits to being on social media. The number one being that it creates a large opportunity for your practice to be a thought leader and directly involved in the most current events and trends that patients are responding to – now. In addition to having a great medical website, having an active presence on relevant social media channels allows your organization to provide a real and dynamic peek into your practices values, expertise, and how you’re making a difference everyday. Social media trends are changing rapidly, so be sure to stay ahead of the curve and always remember these 5 do’s and don’ts. Know what platorms your target audience is active on, plan content out so you know what to post and when, and do so regularly. Use hashtags, trending topics, and effective captions so users know what you offer and where to find you.

5. Revamp your website

At the turn of the new year, it is always smart to refresh your website, especially if you have plans for growth. New images or a new theme layout can give your site an instant face lift with minimal effort. A refresh can also significantly help boost your Google rankings and help you be found for the procedures you want to perform more of.

A refresh doesn’t necesarily mean an overhaul. Simply optimizing key pages, testing new calls-to-action, updating your directory, online listings, and healthcare pricing, and ensuring your practice location(s) is found in local search results makes a world of difference and can really enhance your users expereince.

As you think about the year ahead, now is also the perfect time to budget for and implement any new website additons or changes you’ve been wanting to make. This could mean adding a chatbot, website popups, new patient education content, or making your website ADA compliant. It’s also a best practice to make sure content on your site is not repetitive and that you’re answering top patient questions effectively.

6. Engage via chat

Another effective plan is to engage with potential patients via online chat. Often, a question will come up that patients want an immediate and clear answer to. Instant gratification can be resolved with a chat feature on your website. This also helps your organization’s customer service team and saves time triaging phone calls.

7. Create ad campaigns

Ads help drive practice growth. With effective targeting and campaign management, you can quickly increase awareness and reach more patients. Consider setting aside some marketing dollars to create ads that appeal to your audience. In healthcare, you may have a very narrow niche that you are marketing to, and ads can be a great way to get their attention. Further, ads can serve a greater purpose. In a world where it’s hard to stand out, ads control the narrative. Use them to control the headlines and positive messages about your practice.

They’re also the fastest way to be found at the top of the page in a Google search. Ads appear on the page above organic results, giving your practice the chance to be seen and clicked on first by more prospective patients. For practices lacking a solid SEO strategy, these campaigns can provide immediate results.

8. Check your reviews

Patients trust reviews, which act as a referrals from peers. Make sure your website and online listings are highlighting your providers with honest and impactful reviews. This can help users get a better idea what type of services you offer and the environment that you are helping to create. Marketing can help to follow the websites that rank providers or score them, so be sure to add this to your yearly review.

Most physicians shy away from reviews for fear of recieveing a negative one. While negative reviews are not ideal, you wouldn’t be human without one or two of them. A strategy and team to help with reviews management can help.

9. Get creative with scheduling and follow-up

Email and digital marketing can overlap with the patient experience, so consider a plan for timely, relevant, and consistent communications with patients, scheduling, and follow-up. This may include online portals for appointment booking, or a text message to confirm an appointment. If patients have opted-in for marketing via text message, you can consider sharing things of value in addition to appointment information.

10. Get help if needed

Marketing campaigns can feel overwhelming. It is OK to seek help from experts ao you can focus on what you’re best at. As you approach 2023, consider working with a medical marketing agency, like Practis, to help you plan, prioritize, and prepare for a successful new year ahead. We’re always here to help!