Marketing Best Practices
Now that you know the basic concepts associated with marketing, let’s talk about how to put them to use.
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Using various communication channels
Marketing | 7 micro-guides | Read time: 3 minutes
Creating an effective message based on the fundamental tenets of timeliness, relevance, transparency, fidelity, clarity and bedside manner is a big part of marketing. However, none of this messaging will reach your intended audience if you don’t use the appropriate channels. Let’s look at the various channels for communication and how they can be best used for different types of messaging.
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Using various communication channels
Channels for communication
Communication channels can be split into two main categories, traditional and digital. Phone calls, direct mail and face-to-face appointments with your patients are all examples of traditional communication channels. Digital channels, like email, social media and telehealth appointments, are newer ways to conveniently connect with and communicate with your patients. (Just remember that it’s never OK to share confidential patient information publicly.)
Which channels should you use, and when?
Now that you know the different types of communication channels, let’s talk about when and how they can each be used.
Traditional communication channels
Even in the digital age, traditional communication channels are still important ways to connect with your patients. Phone calls are a secure way to share personal or private information. The two-way nature of a phone call also makes it the best medium for discussing complicated health or treatment information as well as building rapport with your patient.
Mail is a tried-and-true communication channel for a reason: it is still the best way to ensure you are protecting a patient’s privacy when sending important, sensitive information like test results. However, mail can also be an effective form of mass communication—for example, sending flyers to prospective patients in your neighborhood can bring awareness to your practice.
Of course, to truly connect with your patients one on one, there’s nothing quite like a face-to-face appointment. Being in the same room with a patient as you answer their questions and listen to their concerns builds trust and establishes a strong rapport that translates to patient loyalty over time.
Digital communication channels
The advent of digital marketing has brought greater efficiency, increased reach and, often, lower costs while still effectively conveying a marketer’s message.
Email is a cost-effective way to quickly share private or public information, depending on what is being sent. Whether it is a confidential follow-up message to an individual patient after an appointment or a blast about new Saturday clinic hours that’s being sent to an entire contact list, email can save time and money while still making an impact.
Social media is a powerful marketing tool because it feels, well, social. It can be used to build relationships, create dialogue in the comments section and engage users with its interactive, friendly nature. A prospective patient can learn all about your practice and feel they know something about you and your staff even if they’ve never met you in real life.
When a patient is unable to come in for an appointment, telehealth appointments are the next best thing. In addition to being a valuable and convenient alternative to an in-person visit, a virtual appointment simulates a face-to-face conversation and creates a personalized experience.