In common with many healthcare disciplines, physical therapy represents an exceptionally rewarding avenue for professionals to assist patients in alleviating pain and achieving a successful recovery from various conditions, injuries, and surgical procedures. However, the intrinsic gratification of a job well-executed is not its sole compensation.

In the wake of the COVID-19 pandemic, the landscape of physical therapy has become more challenging, though not insurmountable. It is imperative that physical therapists acquire a comprehensive understanding of the underlying factors contributing to the complexities associated with telehealth, burnout, and education to effectively confront these challenges.

1. Navigating the Transition to Telehealth

The widespread embrace of telehealth solutions throughout the healthcare sector has compelled physical therapists (PTs) to adapt their practices to meet evolving patient expectations for treatment. Nevertheless, many PTs are accustomed to predominantly in-person interactions with patients, encompassing the explanation of injuries, treatment plans, and the demonstration of at-home exercises.

The transition to telehealth can prove challenging for some PTs, whether stemming from a deficiency in training for the provision of virtual physical therapy services or concerns regarding the capacity to deliver high-quality patient care remotely. Furthermore, there exists a potential risk that patients may inadvertently harm themselves during exercises conducted without direct supervision, rendering telehealth-based physical therapy a complex endeavor.

While in-person appointments will remain a fundamental aspect of physical therapy, it is incumbent upon clinics to incorporate telehealth options to remain competitive. Here are strategies PTs can employ to adapt to the evolving realm of telehealth physical therapy:

• Explore diverse delivery methods, including video conferencing to illustrate exercises and asynchronous educational options such as instructional videos and anatomical diagrams, which elucidate the treatment plan’s benefits and proper exercise techniques.
• Consider a hybrid approach wherein clinics integrate in-person assessments and diagnoses with virtual treatment plans. PTs should maintain regular communication with patients, facilitating query resolution and adjustment of at-home exercise protocols as required.
• Leverage physical therapy applications to remotely monitor patients, bridging the observational gap presented by home-based exercises.

2. Mitigating Physical Therapist Burnout

Burnout has emerged as one of the most swiftly growing challenges within the field of physical therapy, particularly in the aftermath of the COVID-19 pandemic. The ramifications of physical therapy burnout, including employee turnover and reduced working hours, incur substantial costs to the healthcare industry, estimated at $4.6 billion annually.

Providing effective patient care necessitates PTs to establish empathetic connections with their patients, often entailing significant emotional stress, especially when patients grapple with pain during physical therapy. To diminish the risk of burnout or mitigate its consequences, PTs should consider the following measures:

• Evaluate alternative approaches to addressing burnout, as persisting through a period of burnout is likely to exacerbate the issue. Collaborate with supervisors to explore solutions, such as flexible scheduling or revised productivity expectations.
• Seek insights from fellow PTs who have encountered burnout, as they can provide valuable strategies and support. Professional organizations like APTA also offer resources to aid PTs in overcoming burnout.
• Foster collaboration with colleagues, including physical therapist assistants (PTAs) and occupational therapists (OTs), to distribute patient care responsibilities, thus reducing individual workloads and affording more time for documentation.

3. Managing Escalating Costs of Education

The rising cost of education, encompassing escalating tuition fees and ongoing continuing education requirements, presents a formidable challenge to physical therapists. Graduates often grapple with student loan repayments as they embark on their professional careers, with an average education-related debt burden of approximately $116,000, nearly three times the national average of $39,000.

Over the past two decades, the educational requisites in physical therapy have evolved from a bachelor’s degree to a master’s degree and subsequently to a Doctor of Physical Therapy (DPT) degree. Additionally, PTs frequently face obligatory completion of a minimum number of continuing education (CEU) credits each year to remain abreast of research, assimilate new techniques and treatment modalities, and sustain their professional licensure.

Consider these strategies for PTs to address the financial challenges associated with education:

• Explore loan repayment options, which may entail a commitment to work in high-demand areas in exchange for federal and state programs that alleviate a portion of student loan burdens. PTs with federal student loans employed in government agencies may qualify for Public Service Loan Forgiveness after ten years of payments.
• Consider the prospect of job-hopping, as securing a new position often translates into negotiating higher salaries. Frequent job changes, accompanied by salary negotiations of at least 5-10%, can ultimately result in long-term roles with significantly higher remuneration.
• Explore the domain of travel physical therapy, which offers tax benefits such as tax-free housing and relocation allowances. A period of networking and skill development in this capacity can yield substantial tax savings and financial stability.

4. Enhancing Access to Care

While physical therapists possess the technical autonomy to evaluate and treat patients across the United States without necessitating a physician’s referral, numerous states impose arbitrary restrictions on direct access. These limitations lead to increased healthcare costs for patients, who may consult multiple specialists or explore alternative treatments before seeking the services of a physical therapist.

Increasing accessibility is paramount in physical therapy, as it exerts a direct influence on patient adherence, a key determinant of the success of treatment plans. Common barriers to access encompass transportation, clinic proximity, costs, wait times, and a lack of familiarity with physical therapy.

Physical therapists can enhance accessibility through the following means, even within the framework of direct access restrictions:

• Extend support beyond the clinical setting by providing patient education and self-management strategies, enabling patients to sustain their physical therapy regimen beyond their clinic sessions. The provision of free online resources, including video tutorials and preventative care materials, can cater to potential clients seeking guidance.
• Foster collaborative relationships with non-physical therapy providers, transcending the competitive paradigm. Demonstrating the value of physical therapy to surgeons, physicians, and chiropractors can lead to increased referrals and better preparation of patients for their physical therapy experiences.
• Ensure the continuity of care through digital health tools, which extend the reach of physical therapy into patients’ homes.

5. Embracing Innovative Technology

The rapid shift toward digitalization within the healthcare sphere may appear daunting; however, technology is a potent enabler for patient care, complementing the human touch rather than supplanting it. Research indicates that 90% of patients express a desire for technology-driven healthcare. Employing technology to enhance patient care can enhance convenience, accessibility, and patient retention in physical therapy.

Consider the following recommendations for the incorporation of technology to address prevalent challenges in physical therapy:

• Harness technology to collect patient performance data, empowering PTs to make data-informed decisions when adapting home exercise protocols. Utilizing software, which employs artificial intelligence to collect precise data during at-home exercises, enables more refined treatment planning.
• Explore wearable technology, ranging from suits that aid patients in standing and walking to smart clothing featuring sensors that measure movements and biometrics. While employing all available wearables may be unnecessary, their utilization allows for the evaluation of patient rehabilitation in real-life scenarios, facilitating timely feedback.

Approach the challenges within the field of physical therapy with assurance, as the adoption of proactive measures can lead to the discovery of innovative approaches to patient care, yielding positive patient outcomes.

For a marketing strategist who is deep-rooted in the medical industry and can help navigate the world of artificial intelligence and how it can benefit your practice, look no further than Connect Healthcare Consulting.

As a chiropractor, your primary focus is on improving the health and well-being of your patients. Transitioning to a fee-for-service chiropractic model can be a pivotal step in aligning your practice with a patient-centric approach. In this blog post, we’ll explore how this shift benefits your patients and enhances their overall experience.

1. Increased Appointment Time

One of the most significant advantages of a fee-for-service model is the ability to allocate more time to each patient. Without the constraints of insurance billing and limited appointment durations, you can conduct thorough evaluations, address multiple concerns, and provide comprehensive care during each visit. This extended time allows for a more personalized and effective treatment plan.

2. Tailored Treatment Plans

In a fee-for-service practice, you have the freedom to develop individualized treatment plans that cater to each patient’s unique needs and goals. This patient-centric approach fosters trust and collaboration, as patients feel that their chiropractor is genuinely invested in their well-being.

3. Transparency in Pricing

Patients appreciate transparency in healthcare costs. In a fee-for-service model, you can provide clear and upfront pricing for your services. Patients know exactly what to expect, eliminating surprises and potential financial stress. This transparency builds trust and enhances the patient-provider relationship.

4. Enhanced Access to Care

By removing the limitations imposed by insurance networks, you open your practice to a broader patient base. Individuals who may not have coverage or prefer a more holistic approach to healthcare can access your services without insurance barriers. This inclusivity can lead to a more diverse and satisfied patient population.

5. Focus on Wellness and Prevention

Fee-for-service chiropractic practices are well-suited for promoting wellness and preventive care. Patients are more likely to engage in ongoing chiropractic care when they perceive its value and have a direct financial stake in their health. This shift in mindset can contribute to better long-term outcomes for your patients.

In conclusion, transitioning to a fee-for-service chiropractic model aligns your practice with a patient-centric approach that emphasizes personalized care, transparency, and enhanced access to your services. By embracing this model, you can provide your patients with longer appointment times, tailored treatment plans, clear pricing, and a focus on wellness and prevention. Ultimately, this patient-centered approach can lead to more satisfied and engaged patients who value the quality of care you provide.

For a marketing strategist who is deep-rooted in the medical industry, look no further than Connect Healthcare Consulting.

Yes, 2020 was rough for small healthcare practices—let’s face it, for everyone—but that doesn’t mean 2021 has to be about disruption and uncertainty, too. No matter what 2020 what like for you, preparing for 2021 marketing trends will be critical in bouncing back and thriving.

And don’t feel like you have to go this alone. Connect Healthcare Consulting has the business experience to help you take on the new year with confidence. We’ve even created a free New Year’s Resolutions guide with tips and space to organize goals for your small practice based on the 2021 marketing trends.

The Patient Digital Experience

“Pivoting online is no longer just a good idea—it’s quite literally essential.”

Jeremy Moser, marketing expert and co-founder of uSERP

Having a greater online presence going into 2021 is expected, especially since the pandemic made it a non-option. Even more than that, though, patients expect a seamless digital experience. That means a functioning and well-run website, easily accessible online tools, and connecting patients to your practice digitally.

According to Salesforce’s State of the Connected Customer Report, 68% of customers surveyed said that COVID-19 raised their expectations for business’ digital capability. That’s really true for millennials and Gen-Zers, most of whom prioritize convenience over brand. The foundation of 2021 marketing trends will be improving patients’ digital experience.

Consumers Want to Support Small Business

One major trend leading into 2021 is consumers’ desire to support small businesses and their local economies. After witnessing the struggle of many local businesses, people would rather buy from a small business than a large corporation.

Capitalizing on this trend requires adjusting your practice’s messaging and investing in the local community. Some strategies might include:

• Boosting your social media presence with local hashtags and campaigns
• Donating to a local cause or participating in a virtual community fundraiser or event
• Using target advertising to locals about how your small practice supports their community and feels like family

Staying Connected with Partners & Community 

In addition to getting involved with your community, you can’t forget about maintaining and growing your professional network. Reaching out to your referral partners just to check-in can mean a lot to the strength of the partnership.

If your focus in 2021 is expanding your referral network, you can start by thinking about your ideal patient and where they may seek initial medical care. Create a list of non-competing clinics and providers in your area, making the list as long as possible before weeding out prospects:

• Do you already know any providers personally?
• Is the clinic well marketed?
• Does the clinic have high patient volumes?
• Do they appear to follow a similar value system that you do?

Reach out to the practices you’d like to develop a relationship with, visiting their offices and inviting them to yours.

Another strategy many forget about is attending events that draw people from outside your specialty. Doctors tend to focus on going to the same industry event year after year. It’s advantageous, however, to step outside your area of expertise when seeking out new referral sources. Network with primary care providers, local urgent care facilities, and non-physician specialists like dentists or radiologists who would benefit from a trusted place to send their patients.

Get More Tips and Make an Action Plan for 2021

Like was mentioned previously, bouncing back in 2021 will take strategic planning, goal setting, and follow through. To help your practice, we’ve created a tool with suggested focuses for 2021 and a calendar to set goals and track your progress.

Get started by downloading our New Year’s Resolutions Guide and calendar.

Let’s Connect: A Marketing Partner Who Knows the Industry

After a challenging year, the value of having a partner who understands both the healthcare industry and how to help businesses flourish is even more valuable. For a business and marketing strategist who is deep-rooted in the medical industry, look no further than Connect Healthcare Consulting.

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Unlike other industries, healthcare marketing has the unique challenge of developing strategies that are compliant with the many healthcare regulations that vary by country and state. The legal ramifications of non-compliance are expensive not just to your company’s budget but also to your brand.

Healthcare marketers should view this challenge as an opportunity more than an obstacle. Laws designed to protect patients’ information and safety force us to think outside the box and not take the easy road in generating leads and creating marketing materials. Being aware of these regulations and making sure your strategy prioritizes consent, scientific integrity, and long-term patient relationships elevates your brand and builds a contact database you can rely on.

Before talking about strategy options, it’s important to understand what you can and cannot do in your marketing efforts.

What Is and Isn’t Marketing?

First, what is the legal definition of marketing in healthcare? The HHS website defines marketing as “a communication about a product or service that encourages recipients of the communication to purchase or use the product or service.” It describes a few exceptions to this definition, which involve communications that describe products or services that the consumer’s plan covers or for a patient’s proposed treatment.

Their second definition of marketing is “an arrangement between a covered entity and any other entity whereby the covered entity discloses protected health information to the other entity, in exchange for direct or indirect remuneration, for the other entity or its affiliate to make a communication about its own product or service that encourages recipients of the communication to purchase or use that product or service.” In other words, one entity cannot sell protected health information to a third party for the entity’s own purposes or without the authorization of every individual on the list.

Healthcare Regulations: The Federal Trade Commission (FTC)

The Federal Trade Commission is the governmental body that enforces many of the healthcare marketing standards. Traditionally, the FTC has valued the role advertising plays in disseminating important health information to the public.

“I see both advertising and the regulation of advertising in a more positive light, as a means of improving the ability of consumers to make informed purchasing choices.”

Former FTC Commissioner Mary Azcuenaga

Their advertising enforcement focuses on deceptive practices that are likely to mislead. They established 3 criteria for determining if an advertisement or a practice is deceptive:

• The representation must mislead or be likely to mislead the consumer;
• The consumer’s interpretation must be reasonable under the circumstances; and
• The misleading misrepresentation, omission or practice must be material.

As a recent example, a Florida health system was sued as part of a medical negligence action that resulted in the death of a bariatric surgery patient. The hospital had advertised that it was awarded the American Society Bariatric Surgery Seal of Excellence. To be eligible to receive the certification, doctors must have performed 50 bariatric surgeries and completed 20 hours of continuing education. The physician who performed the surgery that resulted in the patient’s death had only performed 21 bariatric surgical procedures.

Marketing departments must pay this level of attention to their content and how it aligns with actual practice. Whether you’re in pharmaceuticals or not, making sure the science backs up your claims is key in healthcare marketing.

Healthcare Regulations: HIPPA

If you work in the healthcare field in any role, you’ve definitely heard of HIPAA. It’s important to understand all of its rules and policies. 

HIPAA stands for the Health Insurance Portability and Accountability Act of 1996, which is the law that aims to improve the national standards for how businesses secure protected health information (PHI). PHI refers to any information used to identify a patient from their medical file. That could be an address, identifiable photos, and many other forms of data. Since HIPAA compliance deals with how organizations access and share PHI, healthcare marketers must abide by them when creating their campaigns and communications.

HIPAA gives individuals greater access to and control over their personal health information. For marketers, that most often means getting written authorization before you use their PHI or patient story. 

Healthcare Regulations: Truth in Healthcare Marketing Act of 2017

The Truth in Healthcare Marketing Act of 2017 protects consumers from deceptive and potentially misleading marketing practices by healthcare businesses. It covers all communications between patients and healthcare providers, extending to the marketing campaigns implemented on behalf of healthcare businesses.

It prohibits you from taking part in any practice that isn’t fair, truthful, and backed by evidence. This is where scientific integrity comes in play. If you can’t guarantee as truth the information on your website, social media accounts, or directory listings, you’re potentially making a mistake that could cost you financially and taint your reputation.

It doesn’t matter if you outsource blog posts to writers who aren’t familiar with HIPAA or the truth-in-advertising regulations. If you violate those rules, you may eventually be held accountable for those mistakes. That’s why working with a healthcare-focused marketing partner like Connect Healthcare Consulting can be critical to your success.

Other Well-Known Statutes to Know

While the list is long and varies by state, here are some other general healthcare regulations to get familiar with if you’re not already:

• Anti-Kickback Statute (AKS) – Healthcare providers are prohibited from exchanging anything of value for referrals to any product or service that is payable under federal programs like Medicare and Medicaid.
• Ethics in Patient Referrals Act (Stark) – This law prohibits healthcare providers from making referrals to other providers with whom they have a financial relationship. Any shared financial interest that sparks a referral could fall under this law.
• Civil Monetary Penalties Law (CMPL) – The CMPL prohibits healthcare providers from committing a variety of healthcare frauds and abuses. Specifically, it heavily penalizes enticing consumers with kickback offers from a physician.
• State-level self-referral laws – Many states prohibit medical providers from making referrals based on financial arrangements that benefit them personally, especially for programs that fall under Medicare or Medicaid programs.
• Fee-splitting laws – Healthcare providers cannot split fees with other providers in exchange for patient referrals.
• Patient brokering laws – Many states refer to buying referrals in any way as patient brokering. These laws are similar to fee-splitting laws, but various forms of compensation may be involved in a brokering deal.

Building a Compliant Healthcare Marketing Strategy

So, let’s get back to strategy. Rather than viewing these healthcare regulations as additional baggage that restrict agility and hinder organizational growth, leaders of marketing departments should see a new opening to gain advantage and achieve goals.

Lead Generation

It is worth noting that lead generation through inbound marketing is still a possibility. You just need to be more cognizant of consumer consent, as it is an essential step before collecting personal and confidential data from consumers and patients. This is an opportunity to gain information and make connections in a meaningful way, which is more valuable than getting cheap, cold leads through other means anyway.

Consent involves using simple and easy-to-understand language to outline what data you are collecting and why. You then provide a standard call to action, like a checkbox, which prompts users to give their informed consent. Steer clear of pre-checked boxes or automatic opt-ins.

Note that this consent-based approach can change the brand-consumer data relationship in many ways. For example, it helps create a clear value exchange for the way the healthcare data will be used and what healthcare consumers may get in return.

Use Other Measurements for Campaign Success

Data privacy laws create difficulties for measuring marketing campaigns. When the consumer exercises the “right to be forgotten,” for example, the attribution approach fails. As a result, you can’t see the full picture of your customer identity and accurately report on how your ads are performing. Also, you are not able to manage how many times people see your ad; therefore, you risk irritating the user and damage the brand.

This is a difficult problem to go around. Some recommendations to improve your marketing plan include:

1. Prioritize personalized content as it allows you to earn data, rather than gathering it through questionable means and practices.
2. Create various innovative incentives and loyalty programs. They will renew a sense of urgency to develop a first-party relationship.
3. Stop measuring marketing and sales qualified leads and start measuring the contribution you are making to the brand value. This is a perfect time to concentrate and advocate long-term brand value, not short-term leads. Look at the large picture of value building.

Let’s Connect: A Marketing Partner Who Knows the Industry

After considering all the factors that go into a compliant and successful healthcare marketing strategy, the value of having a partner who understands both health science and business development is obvious. For a business and marketing strategist who is deep-rooted in the medical industry, look no further than Connect Healthcare Consulting.

A 27-year-old goes to his smartphone and googles the nearest podiatrist. He’s had several ingrown toenails in the past, and he knew what to expect from the simple procedure. He just wanted it done as soon as possible. Because the clinic doesn’t have online scheduling, he calls to make the appointment.

He walks into his appointment and is met with a question from the reception staff, “Did you get pre-approval from your insurance?” Confused, he answers in the negative, saying he’s never had to do that himself before. After some back-and-forth, they gather his insurance information and he goes into the exam room.

The older doctor doesn’t say much but proceeds to numb the toe. After the numbness takes effect, he tells the patient that he plans to remove the toenail down to the root, but not to kill the root entirely. Surprised and a bit irritated, the patient explains his chronic history and that in his experience, when the whole root isn’t taken out, the toenail comes back ingrown. The doctor says, “Don’t worry, I know what I’m doing. I’ve been doing this a long time.”

The patient feels like he can’t back out now, not with his toe already numbed up. In his head, he’s already making plans to go to another podiatrist to finish the job, even though it doubles the cost.

About a week later, he receives a bill in the mail as well as a letter from the insurance company, asking for more information that the clinic staff didn’t provide. He calls the insurance company to answer their questions, and he has to snail-mail the clinic payment because they have no online payment system.

The Millennial Perspective of Healthcare

The more that story outraged you, the more likely you are from a younger generation. This is a real healthcare experience, related to me recently by a very displeased millennial.

It’s a case study in customer service and bedside manner (which was lacking), but it’s also a case study in how many millennials experience the healthcare system. Healthcare practices can stand out if they apply what millennials expect from healthcare providers—positive digital and personal interaction, transparency, and convenience.

We commonly define millennials as those born between 1981 and 1996. They’ve surpassed boomers in being the largest living generation in the US, according to the Pew Research Center. Millennials already should be a marketing priority for healthcare providers, but as they continue to age, their healthcare needs will mature and increase.

Understanding Millennials

We can understand a few things about millennials that give us insight into what healthcare tools and solutions they appreciate.

Millennials care about their well-being.

When Chipotle announced they wouldn’t use genetically-modified ingredients, social media erupted in millennial applause. But, they’re also 28% more likely to smoke than Generation X. Millennials are interested in opportunities to live healthier lifestyles, but they sometimes aren’t completely committed to it.

Younger millennials like to be connected to their physicians.

Studies suggest that younger millennials are more likely than their older counterparts to like check-in calls from their health providers with reminders for appointments and health advice. That personal attention and access, even if it’s through technology, is appreciated.

Many millennials remain uninsured.

Despite efforts in healthcare reform, many millennials remain uninsured. While the overall average is 25%, 34% of younger millennials and 27% of older millennials are uninsured. The price of products and services may be a larger decision-making factor than with older-generation patients.

Here are 3 key principles to consider in your healthcare marketing strategy for millennial audiences:

1. Making Connections: Digital and Human

Your investment in digital outreach to younger generations is crucial in making connections between their healthcare priorities and your practice.  

One way to enhance your online presence is to create a Google My Business profile. Google favors this type of profile in searches, and your business can be displayed prominently in search results.

Some companies are overly worried about which social media platforms to participate in. They think they have to be on the newest and trendiest platform, like TikTok, to reach younger audiences. The platform isn’t as important, however, as the quality content you put on those platforms. Stick to Facebook, Instagram, and Twitter—those aren’t going away. Use those platforms to convey messaging that speaks to the concerns younger generations have (like the ones in this article).

You may also consider investing in paid healthcare marketing on social media. This allows you to specifically target millennials in your local area with social media ads about offerings and services that cater to their needs. If your healthcare marketing strategy encourages users to participate, you’ll build great relationships. Brands like Northwestern, Mayo Clinic, and MD Anderson are already tapping into the power of user-sourced content.

Human connections are just as important as digital ones.

Despite stereotypes of millennials going all-digital, they still want a human connection. For healthcare, this means being able to talk to a human being when they have a question or concern or feeling like they’re truly being heard by their doctor, unlike how the patient felt with the podiatrist in the opening story.

Do you have phone lines that are answered by real people? The ability to chat, even if it’s online, 24/7?

2. Transparency

Millennials grew up surrounded by advertisements, hard-sell language, and healthcare providers being unclear or mysterious when it comes to cost. They are experts at spotting and ignoring old-fashioned attempts to sell them something or evade conversations about prices. Let’s change that.

With high student loans and credit card debt, money is top of mind when making healthcare decisions. According to Hit Consultant, 41% of millennials are likely to request cost estimates before undergoing treatment. Affordability ranks high on the list when choosing a healthcare provider, right alongside transparency.

Though your prices are oftentimes nonnegotiable, you can still be transparent about it. Make it easy to access billing online, with itemized lists so they can see exactly what they’re paying for. Discuss costs honestly with your patients, and you’ll build a trusting relationship that lasts.

3. Convenience

According to Accenture, 40% of millennials say they’re more likely to choose a provider that offers the ability to book, change, or cancel appointments online. The demand for convenience has caused many hospitals to introduce patient portals for quicker access to medical records, billing, and appointment scheduling. Mailing paper bills as an only option doesn’t cut it anymore. In the long run, these convenient technology solutions save you time and money as well.

Making sure your website is easy to navigate and fast is crucial for patient acquisition. Because 93% of US millennials own a smartphone and 53% of website visits are likely to be abandoned if pages take longer than 3 seconds to load, according to Google, it’s important to ensure your site is optimized for mobile viewing and loads quickly.

Conclusion

The bottom line is that millennials don’t just expect a great product or service. They expect a great experience.

Go through the process of customer acquisition and the healthcare experience you offer from the perspective of someone like the patient from the opening story:

• Are you making them jump through hoops to see you?
• Are you communicating what they should expect coming in and what you expect from them?
• Do they feel like they’re being heard, or do they feel that your practice puts their health on the backburner?
• Is the process easy, smooth, and convenient for them?

Millennials may sometimes seem entitled, glued to their phone, and demanding. On the other hand, is it wrong for patients to expect more of their healthcare providers? When the tools are readily available to do so, is it unjustified to think that healthcare should be more accessible and transparent? Of course not.

Millennials issue the call for healthcare businesses and marketers to do and be better. If you answer the call, you have a large pool of patients for life.

Let’s Connect

Schedule a free consultation with Connect Healthcare Consulting to start on your marketing and business development strategies that will attract millennials and others alike.

Getting your content in front of the right target audience is always top of mind for healthcare marketers. The challenge of the healthcare industry is its competitiveness, the fact that it’s highly regulated, and the range of medical information available online. To stand out, healthcare companies must be deliberate in targeting audiences and speaking to them in ways that encourage trust.

Access to health-related information online has given today’s patient a more powerful position as a decision-maker when it comes to their healthcare. That’s why educating patients has become a key marketing strategy for healthcare businesses.

The following are some suggestions and time-tested ways you can better reach your target audiences.

Defining Your Target Audience

It’s always tempting to say, “We want our marketing to reach everyone!” Wanting to do too much, too fast is a good way to overspend on resources without much to show for it. With your business’s goals and strengths in mind, define your target audiences as specifically as possible.

There are many ways to describe your target audience. Below are some of the most common categories to consider when thinking about who your target audience is:

• Geography — Where are they? Think about ZIP codes, distance from your location(s), and other barriers. Remember, distance is often a deal-breaking factor in people’s healthcare decisions.
• Demographics — Consider your target audience’s age, gender, family situation or size, occupation, income, and education level. These characteristics can drastically change your messaging toward those groups of people.
• Behavior — Look at your audience’s level of prior knowledge, sources, consumer patterns, and past responses to the services you offer. What do they want, and how do they usually go about getting it? Cater to them to position yourself as the go-to source for solutions. You may also want to consider personality traits, such as loyalty characteristics and whether they’re receptive to innovative technology.

Resources

There are plenty of helpful sources for finding data about your target audience. Use them as a foundation for your target audience description. The more specific, the better.

• Census Bureau data is online and free.
• American Factfinder (also from the Census Bureau) can help with population, housing, economic, and geographic data.
• Find Quick Facts with maps
• Search statistics about people, households, personal incomes, labor force, and housing (organized by ZIP code)

Messaging That Speaks to Your Target Audience

Once you have your target audience nailed down, you can create content with messaging geared toward the preferences of that audience. Position your brand as the best, most convenient choice to solve their problem.

When thinking about messaging or platform, here are some general tips to keep in mind:

• When you’re speaking to patients or end-customers, be less technical and avoid industry jargon.
• Patients are more likely to search for symptoms, not medications or services.
• You can reach certain demographics better through social media, and others may be more receptive to TV ads or printed materials.
• Remember to avoid ads that feature personalized medical information, like past services or conditions, as it is against the law to disclose patient information in that format.
• Social media platforms differ in what audiences they attract. For example, older people tend to use Facebook more than Instagram or TikTok.
• If your patients are elderly, the people deciding on their assisted living homes or medical care are most often their younger family members. Your target audience may be different from your end-consumer.

Optimizing Your Website for Your Target Audience

So, you’ve successfully driven traffic to your website! Now, you have to captivate and convert.

Your website might be someone’s first real impression of your business, so having a high-quality site is an investment worth making. In the US, 72% of internet users regularly search online for health-related information.

User-Friendly and High-Quality

If you’ve done great work for your social media and printed content but your website looks like it was made 10 years ago, you’ll lose credibility. On the other hand, when you have a nice-looking website that’s easy to navigate and fast, you’ll bring customers in and keep them.

Make it easy to find the material your target audience wants from the home page, whether that’s a popular service you’re promoting, insurance information, or what to expect during a visit.

Helpful Content and Features

Consider adding helpful features to your website that your target audience will value. People appreciate it when they have access to their patient records and billing information, for example.

Chatbots are another useful option, giving people the chance to ask questions or get in contact with someone who can help.

Search Engine Optimization (SEO)

SEO is a long-term investment, but it’s one that will help generate large numbers of organic traffic as time goes on.

Search engines like Google prioritize websites that are user-friendly, relevant, and engaging. They scan your website and use metrics like clicks, backlinks, keyword density, and speed to rank it with other websites. Using appropriate SEO practices will help your website rank higher or more often in online searches.

Optimizing your website includes making sure the software is up to par, doing keyword research to determine what your target audience is asking, and creating content that people want to consume and share. Adding blog posts and making videos are great for SEO because people engage with them and it indicates to search engines that the website is relevant and up-to-date.

Today’s headlines are continuously filled with news of unemployment and unrest, so expect your customer base will behave differently. Though the current recession is genuinely unique in its challenges, you can learn and infer about your audience from past recessions.

Based on surveys done during the Great Recession of 2008, healthcare consumers are more likely to:

• Have higher stress levels
• Have anxiety about paying for healthcare-related expenses
• Cancel appointments
• Skip preventative care and develop new health issues as a result
• Lose access to employer-sponsored or private healthcare insurance

This consumer behavior impacts the healthcare industry as a whole, from direct-to-patient products to hospitals and B2B medical companies. Adjusting your marketing strategy with the pandemic and current recession in mind will help you build more trust and loyalty with your audience.

1. Empathy First Marketing Strategy

Healthcare consumers will feel more confident in converting when your content is relatable, accessible, helpful, and speaks to their concerns. Remember, especially during times of economic hardship crisis; it’s not about your organization. It’s about the individual.

Be Client Focused

Before you release your next marketing campaign or write that next email, think about the questions the personas in your consumer base will have.

What are they doing to protect me/my patients?

How much will this cost me or my organization?

Why should this be a priority for me right now?

Doing keyword research will also help you know what questions your audience has and how they’re asking them.

Meet Them Where They Are

A sure way to send a potential customer in the other direction is to speak in a way they don’t understand. Make your content accessible, using plain language in an engaging, user-focused way.

If your target audience has a high health literacy (medical professionals), still try to be as concise and straightforward as possible. Balance your use of industry terms to establish a credible tone with easy-to-understand structure so your readers will grasp your message quickly and easily.

2. Promote Services Strategically

There will be certain services that are more in demand as people react to the pandemic and the following recession. Strategize the timing of which services or products you push according to the needs of your target audience.

Telemedicine

It’s no secret that telemedicine channels and services are skyrocketing. When consumers choose between healthcare providers and one of them prominently offers easy telehealth options, patients will probably pick that one. Until a vaccine is widely distributed and available, consumers will have to be coaxed into feeling comfortable during in-person visits.

Whatever services you offer digitally, market those options more heavily.

Mental Health Services

As levels of stress, anxiety, depression, and desperation are higher, be sure to emphasize what your organization is doing to help. You may already have a program or resource in place that usually stays on the back burner, and now would be a great time to promote it.

Communicate Health Risks

Many will be tempted to opt-out of preventative measures that could lead to more problems and costs down the road. Communicating the risks of not using your services is an effective way to keep people safe and continue driving business.

3. Address the Financial Questions

As mentioned previously, many in your target audience may have recently become unemployed, not only losing their income but, most likely, their health insurance, too. Healthcare costs will be a significant pain point and one of the first questions on their minds.

Information regarding insurance, Medicare/Medicaid, and financial aid qualifications should be easy to find on your website. If one of your organization’s competitive edges is affordability, your content marketing strategy should highlight that often.

Learn more about how Connect Healthcare Consulting can assist you with healthcare marketing services or book a meeting to claim your free consultation.