Are you doing everything you can to drive prospective patients to your telehealth offering? Are you unsure whether your marketing is working? Let me guide you through three surefire practices to maximize your return on your marketing investment and drive more patient volume to your telehealth offering.
1. Identify and understand your customer/audience.
Before you invest one dollar into any digital marketing channel it is critical that you define and understand who your best prospective customer/patient is. It might seem like a waste of time or unimportant to spend the up-front time defining your target audience. However, that would be a critical mistake for your telehealth practice. Why? Not everyone is adopting telehealth at the same rate.
Telehealth appointments are more convenient and conducive to certain types of conditions. Additionally, knowing who you are targeting will allow for greater precision in your digital marketing campaigns, leading to better conversion and lower acquisition cost.
There are multiple ways to determine the audiences you wish to target: location, demographics, psychographics and data segmentation of current and past patients.
Location: You can target prospective patients only in your city and you can target in various locations throughout the U.S., if your telehealth practice offers nationwide services. If you offer telehealth in conjunction with your brick and mortar location you can target within a certain radius on your location, say five miles, 10 miles or 20 miles.
Demographics: You can look specifically for patients who fall into certain categories such as: age, gender, income, marital status, industry/occupation or education. Do some research on which demographics are engaging with virtual care. Then use this research to define your target audience.
Psychographics: You can hone your audience further by digging into behaviors such as interests and activities, hobbies and behaviors. You can also use attitudes and opinions to refine your target customer. Is your ideal customer/patient one who is only concerned about price? Or do they care more about convenience or quality care?
Segmentation of current or past patients: Use the data you already have. If you have been in practice for a while and are expanding your services into telehealth, capitalize on the wealth of data you have about your current and past patients. Segment them into different personas based on a set of criteria for your best patients. You can then use this to build your audiences to target using digital marketing.
2. Define your success metrics/KPIs.
This is the second key to successfully marketing your telehealth offering. If you don’t decide on the most important metrics to track and what your key performance indicators (KPIs) for your digital marketing plan will be, you will fail before you even get started. You have to put a stake in the ground around what the most important business metrics are to measure in order to determine how to adjust your plan if you are off track. Only you can determine what is most important for your practice to measure, but here are a few suggestions:
- Measure tactics that are quantifiable and can be tied back to your overall business goals for the practice. A few to consider are scheduled appointments, number of inquiries (leads), and number of completed appointments.
- Measure leading indicators, especially if you are new to market with your telehealth offering. Measure how much time prospective patients spend exploring content on your website related to your telehealth offering. Measure how many visits you are getting to your website in regard to your telehealth landing pages. How many calls are you generating from prospective patients inquiring about making an appointment?
Depending on the digital marketing channels, you may be measuring site visits, impressions, click through rate, open rate, bounce rate, form fills, calls, conversions or engagement. The key here is deciding what you will track that will provide the most benefit to reaching your organization’s business goals.
3. Track and measure everything.
Did I mention that you should track and measure everything? EVERYTHING! I can’t overemphasize this point enough. If you don’t track, then you can’t measure. If you can’t measure, how in the world do you know if you are winning or losing?
Understanding what’s working and what’s not is critical to wisely investing your digital marketing dollars. And because you can quickly adjust your investments, it is imperative that you know whether your marketing is achieving the stated KPIs or not. IF you skip this step, you might as well take the money you are investing in marketing and light it on fire. At least that way you would know where the money went.
These tactics are a lot to wade through and figure out. If you’d like, we’re always happy to help. Feel free to shoot me an email or connect with me via LinkedIn, and I’d be happy to have a conversation about how you could better market your telehealth services.