Marketing is an essential driver of growth for healthcare organizations –– and it’s synonymous with patient acquisition. As the largest healthcare platform of its kind, millions of patients search for care every month on Zocdoc. The insights gained from hundreds of thousands of bookings on Zocdoc provide a unique perspective on improving patient acquisition strategies. Unlike other sectors, healthcare marketing is distinct. Everyone needs healthcare but for different reasons and at different times. By leveraging these four key insights, marketing leaders can refine their patient acquisition marketing strategies to capture the right patients at the right time.
1. Build a multi-channel approach
Patient acquisition should be approached with a multi-channel strategy. Start by building a strong foundation in each channel, understanding measurement and performance metrics (ex. ROAS) to avoid second-guessing later. Once this foundation is in place, scale quickly but thoughtfully. Consider a combination of broad-reaching tactics like TV ads for top-of-funnel awareness, and more targeted approaches like SEM and social media for mid- and bottom funnel engagement. Retargeting, in particular, should be a key component of your strategy, ensuring that potential patients who have already shown interest are reminded of your services.
2. Focus on intent over the traditional marketing funnel
Traditional marketing strategies often emphasize moving consumers through a funnel — from awareness to consideration to decision. However, in healthcare, the focus should shift from moving a prospective patient through the funnel to meeting patients where they’re searching and capturing intent. When patients are searching for care, they often have an immediate need. By capturing potential patients at the moment of intent, you are more likely to convert searches into bookings.
For example, at the top of the funnel, a well-placed TV ad or podcast sponsorship can capture patients who are considering their healthcare options. These channels can effectively build awareness and create a connection with potential patients who might not yet be actively searching for care but are close to making a decision. By delivering a compelling message about your healthcare services or highlighting a unique aspect of your care, these broad-reaching tactics can trigger intent among those on the verge of seeking care.
At the bottom of the funnel, more targeted strategies like search engine marketing (SEM) or retargeting campaigns can capture patients with clear intent. For instance, when someone searches for “urgent care near me” or “best dentist in [city],” your SEM strategy ensures that your healthcare organization appears at the top of their search results. Retargeting campaigns are equally crucial, reminding potential patients who have already signaled intent by visiting your website or interacting with your brand online to book an appointment. By being present in these key moments, you can convert intent into action, turning searches into bookings and ultimately driving patient acquisition.
3. Be where patients are searching
The foundation of any successful patient acquisition strategy is ensuring that your healthcare organization is present where patients are actively searching for care. In healthcare, demand centers like Zocdoc are crucial. Patients already have the intent to find and book care; they are searching for providers who can meet their immediate needs. Being visible in these demand centers exposes you to the right patients and reduces the effort required to convince them to choose your services.
4. Prioritize the patient experience
Ultimately, the patient experience is paramount. A positive patient experience leads to word-of-mouth referrals, which are more impactful and longer-lasting than any paid advertising campaign. In a world where patients share their experiences online, delivering exceptional care can directly influence your patient acquisition efforts. Marketing leaders should ensure that their strategies align with delivering exceptional patient care. This includes making it easy for patients to find and book appointments, providing clear communication throughout their journey, and following up to ensure satisfaction.
The bottom line
In an increasingly competitive healthcare industry, marketing and patient acquisition are inherently linked in an organization’s success and growth. By being present where patients are searching and focusing on intent rather than typical funnel progression, healthcare organizations can significantly improve their patient acquisition efforts. Leveraging a multi-channel approach to reach high-intent patients with the right metrics in mind, and above all, prioritizing the patient experience, is essential to fuel patient acquisition and revenue growth.
Stay tuned for more marketing insights and consult with an enterprise sales representative to learn more about how Zocdoc can grow your business.