Behavioral health providers are so focused on patient care that digital marketing is often the last thing on their minds. In fact, the art-focused field may seem like a foreign subject to practitioners who have dedicated most of their time and energy to clinical care. However, digital marketing is undoubtedly a key part of spreading the word about the existence of your organization, the services you offer and the success they have shown.
Why should you set aside some time for digital marketing – or better yet hire a marketing professional?
1. To help patients and caregivers find the care they’re looking for
This is obvious: digital marketing allows you to reach populations in and around your organization’s location much more effectively than a paper flyer on a bulletin board at a local coffee shop. A report by AdvancedMD shares that adults spend six hours a day or more online, so why not meet prospects and existing patients where they are? Social media and email marketing are a couple of tools that can be used to promote your behavioral health practice and the services you provide.
To cast an even wider net, consider leveraging the many powerful advertising tools available to every business. Facebook, for example, allows organizations to advertise to a certain population of individuals, getting as granular as age range, location, and interests. A 2019 survey conducted by the Pew Research Center found that almost 70% of American adults use Facebook. Google Ads are also worth investing in and help your business to appear at the top of a Google result when someone searches for health care services near them.
2.To differentiate your practice from the many others out there
Do a simple Google search and several behavioral health centers will populate in your search results. Why might a prospect choose your organization over another? Through email, social media and your website, you can hone in your differentiators that make your practice unique. For example, share your staff’s experience and education and any personal stories, if applicable. Also, pay attention to what compliments you often hear patients give regarding your facility and staff; these are great differentiators you will want to promote.
Through email, social media and your website, you can hone in your differentiators that make your practice unique
3. To show how you’ve helped other patients
A video or testimonial quote that shares a patient’s story and how your organization has helped them can go a long way in making prospects trust the quality of your care. This can go on your website, on your social media accounts and in your blog posts, for example. During appointments, ask your patients for their review and permission to share that information on your website, emails or social media platforms; if you’re not comfortable asking in person, you could send a patient satisfaction survey in text or email as follow-up after an appointment.
4. To generate ROI
You’ll know if digital marketing strategies are successful in capturing the attention of your targeted audience if you’re seeing increased patient volume. Ask your patients how they found you on their intake forms to see if digital marketing is having an impact. Additionally, think about the costs of print marketing; paper is expensive. By putting your focus into digital marketing, you will reduce marketing costs while simultaneously getting the benefit of an influx of patients at your office, overall improving your organization’s bottom line.
In our next article, we will walk through the major marketing tools you need to incorporate into your strategy now to successfully expand awareness of your business.