One-to-One Healthcare Marketing
Posted on Dec 8, 2020 by Marilyn Bunderson
One-to-one healthcare marketing takes personalized marketing to the next level. Get up to speed on this new marketing trend today, or risk falling behind.
What Is One-to-One Healthcare Marketing?
One-to-one healthcare marketing is getting one doctor’s marketing message to individual patients who are currently seeking care. It means identifying people who need medical care, and getting your ad to them as they are making their decision on who to see.
This level of personalized marketing has been used in other sectors for years but is only now making its way into healthcare. Vast data banks of collected consumer information such as search and click patterns allow companies to understand more closely who their customers are and what they want. This big data gives businesses the ability to target their prospective customers, or patients in the case of healthcare, with pinpoint accuracy to maximize the power of their marketing dollar.
You see it when you search for products or information on the internet, use Facebook, or browse Instagram. Ads will pop up for exactly what you’re looking for. Every click you make, every item you purchase, and even the information you search for is gathered, stored, and used to present you with offers suited directly to your needs.
The beauty of one-to-one healthcare marketing is that it puts you into the patient journey to provide them with the information they need to make informed decisions concerning their care. And it benefits doctors by guiding your marketing spend directly to those in a position to make an appointment. It’s a win-win for you and your patients.
One-to-one healthcare marketing is possible when you have access to and expertise in predictive analytics and targeted ads.
Put Predictive Analytics to Work for You
Hospital systems have been using big data for years in their brand marketing. Large data sets are closely reviewed by artificial intelligence tools to analyze and predict patient behavior so patients can be effectively targeted with the right ads.
Today’s tools can be used to dive deeper, making it possible to identify the right patient for a specific doctor and find similar patients in the same area. Patients can be identified based on several health-related variables such as age, gender, risk factors, recent purchases, OTC drug use, self reported concerns, and more.
Imagine identifying a list of patients in your area who are currently looking for the medical care you provide. Next, imagine that you can filter that list down to those patients who have the right insurance and the best profile to become a high-value patient for you.
Today’s predictive analytics can identify people at high risk for specific medical concerns and provide you with specific individuals to target with your marketing efforts.
No imagination necessary. Read more about predictive analytics here.
Target Your Ads to Individual Patients
With your ideal patients identified, the next step is to put your information in front of them right at their critical, decision-making moments.
Around 71% of patients begin their search for a new doctor by looking at online reviews. The internet is the place patients go to find a doctor, and the internet is where you need to go to be seen. Sending out targeted ads through Google, Facebook, and Instagram will get you seen by those patients seeking care.
Around 92% of all online search activity worldwide takes place on Google. In the U.S. the number is around 88%. In 2019, 90% of consumers turned to the internet to find local businesses. It’s no different in healthcare where patients increasingly turn to online search to find a doctor.
Clearly, Google is a huge factor in attracting new patients. And the Google My Business listings they’ve set up are basically free advertising. You can even own and optimize your GMB listings to make sure they show up at the top of search results.
To make sure your GMB listing is seen by the patients you want to bring into your practice, set up Google ads to show up at the top of organic search results. The ads are marked as sponsored, and research shows that consumers will click on the sponsored ad at the top of the organic results more often than they click on the organic results.
Read more about how Google ads can help you attract the patients you want.
Facebook is a great advertising resource. The ads target users based on location, demographics, and profile information. Users may not go to Facebook specifically searching for a medical provider, but those high-risk people you’ve identified will see your ads, making it easy for them to click through to your website.
Facebook also does their own predictive analytics and can give you another 1% of lookalikes that match the profile of your identified patients.
You can use Instagram to promote the ads you set up on Facebook, or you can go more visual. Instagram is made for telling visual stories, and great Instagram advertising makes good use of that. Stunning visuals are what Instagram is all about.
Either way, sending ads to people identified using predictive analytics will get you the most bang for your buck.
Measure the Effectiveness of Your Efforts
If you’re not measuring the effectiveness of your marketing efforts, you’re taking a huge risk with your money. And with all the tools available to you these days, you should definitely be calculating your return on investment (ROI) and patient acquisition cost (PAC).
You need to know several numbers to do the calculations:
- Your marketing spend
- The number of patients you brought in from your marketing efforts
- Your average patient value
- The revenue you brought in from your marketing efforts
Your patient acquisition cost calculation is A/B = PAC. Pretty simple.
Your revenue calculation is C x B = D.
Your return on investment calculation is ((D – A)/A) x 100 = ROI
You may be wondering how you can know which patients were brought in from your marketing efforts. With the right platform, you can track it. Google can track calls and clicks from your GMB listing, for example. A good platform will pull all the data together and show you how many appointments were made from your specific marketing efforts.
You can read more about measuring your marketing spend here.
Looking to the Future
One-to-one healthcare marketing is happening. You can catch the wave and enjoy the results or try to catch up down the road. Watch more more exciting developments early next year as we begin to fully capitalize on this new trend and make the most of predictive analytics and machine learning.
Call us today to see how we can help you jumpstart your patient acquisition with one-to-one marketing.
Posted in Automated Practice Marketing