In the ever-evolving healthcare landscape, marketing your practice isn’t simply plastering brochures in waiting rooms anymore. Today’s patients are tech-savvy, informed, and demand a personalized, value-driven experience. To thrive in 2024, healthcare marketers must ditch the traditional funnel and embrace a full-funnel strategy that caters to patients at every stage of their journey – from initial awareness to long-term loyalty.

Beyond “Likes” and “Shares”: Unveiling the Hidden Gems of Full-Funnel

Most blogs delve into the basics of awareness and consideration stages – churning out tips on creating engaging social media content and optimizing websites for search engines. While these elements are crucial, a truly impactful strategy dives deeper, focusing on often-ignored aspects like:

  • Pre-awareness: Proactively reaching individuals before they experience health concerns. Consider partnering with local wellness initiatives or community events to build brand awareness and establish yourself as a trusted resource. (Source: McKinsey & Company, “The future of marketing and sales: Driving growth in a hyperconnected world,” 2020)

  • Decision-stage personalization: Go beyond generic offers and treatment summaries. Leverage AI and data analytics to personalize content and recommendations based on individual needs, anxieties, and risk factors. (Source: Accenture, “Healthcare Personalized: Where Tech Meets Humanity,” 2020)

  • Frictionless appointment scheduling: Don’t make patients jump through hoops to book an appointment. Integrate online booking tools, offer flexible scheduling options, and utilize platforms like chatbots to answer basic questions and guide them through the process. (Source: Zocdoc, “2022 Healthcare Consumer Trends Report,” 2022)

  • Loyalty beyond discounts: Building long-term relationships goes beyond loyalty programs. Offer educational resources, post-operative check-ins, and personalized health tips to demonstrate ongoing care and support. (Source: Healthcare Marketing News, “5 Innovative Healthcare Marketing Strategies to Build Patient Loyalty,” 2023)

Quantifying Success: Stats that Matter

Numbers paint a compelling picture. Here are some stats that highlight the importance of a full-funnel approach:

  • 70% of patients research healthcare providers online before booking an appointment (Source: Healthcare IT News, “The 2023 Consumer Healthcare Experience Report,” 2023)
  • Personalized healthcare marketing campaigns experience a 76% improvement in engagement rates (Source: Marketo, “The Definitive Guide to Personalization,” 2020)
  • 67% of patients would switch providers for a more convenient appointment booking experience (Source: Accenture, “2023 Healthcare Trends Report,” 2023)
  • Patients who feel valued and cared for are 72% more likely to stay with their provider (Source: Healthcare Dive, “5 Ways to Drive Long-Term Patient Loyalty,” 2022)

Embrace the Journey: Beyond Clicks and Conversions

Remember, successful healthcare marketing isn’t just about acquiring new patients; it’s about building meaningful relationships and fostering long-term loyalty. By adopting a full-funnel approach that caters to patients at every touchpoint, you can create a holistic experience that builds trust, drives engagement, and ultimately, secures the most valuable reward: healthy, satisfied patients who feel truly cared for.

So, step away from the traditional awareness-to-purchase pipeline and embrace the full-funnel journey. Start with pre-awareness engagement, personalize the decision stage, prioritize frictionless access, and invest in fostering long-term patient loyalty. This comprehensive approach will not only attract new patients but also ensure they stay with you for the long haul, securing your practice’s continued success in the dynamic healthcare landscape of 2024 and beyond.

Let’s talk! Our team is ready to support you.

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Andre Wright, MBA has more than 20 years of experience in the field of digital marketing. Andre through has managed various successful campaigns for dentists, chiropractors, pain clinics, and other healthcare professionals. He is certified in all Google Ads competencies as well as Google Analytics and was a part of the formative years of Google Ads, developing its platform. Andre is the host of the, “Your Company Health” podcast, where he speaks with healthcare professionals and leaders in the business community. He holds an MBA in Marketing and Management and is the author of “Visibility” a digital marketing book recently published. Andre has been a featured speaker at business conferences around the US and beyond. When he’s not working to help doctors make the important transition to cost-efficient digital media, Andre can probably be found spending time with family, watching sports, or playing golf with friends.

E: andre@thewrightconsult.com | X: @MrAndreWright | AndreEwright.com

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