As healthcare changes over the coming years, telehealth providers must find ways to position their service offerings to speak directly to consumers’ wants, needs, and preferences. Here are the key benefits you should be marketing to drive traffic to your telehealth services.
Telehealth will single-handedly redefine healthcare as we know it. With the rollout of 5G technology and the saturation of health apps worldwide, consumers are coming to expect on-demand medical care that is both reliable and affordable. Telemedicine is providing just that.
Unlike traditional healthcare options, telehealth seamlessly offers:
Patients can connect with medical providers on a digital device wherever they are. Not only does this completely eliminate the disruption that medical visits cause in a patient’s schedule, but nearly 80% of patients say they are more likely to schedule a telehealth follow-up appointment because of the convenience.
A Humana study found that, on average, a telehealth appointment costs $38. This is nearly 3.5 times less than a traditional in-person visit that could range anywhere from $114-$221 per visit. And, that is just the cost of the medical care itself. There are other intangible opportunity costs that telehealth provides such as not having the commuting costs or the loss of work to see the doctor.
Increased Access to Care.
For rural patients that live more than an hour from a hospital or primary care facility, telehealth provides them with immediate and around the clock medical care. In fact, a recent study found that due to telehealth, rural patients are able to see a doctor six times faster than traditional in-person appointments.
Improved Patient Satisfaction.
When patients are able to get access to healthcare, it improves their health outcomes and gives them a more favorable view of their healthcare provider. In addition, as hospital systems are able to reduce costs by offering telemedicine, they can reinvest those cost savings into increasing the level of care that their patients receive.
Despite these being clear benefits that would immediately appeal to any target demographic, the focus must shift not to what telemedicine can provide, but rather how to market the benefits.
Content Marketing Strategies.
Many of the key benefits listed above can be highlighted on your company’s website. In addition, implementing an SEO strategy that incorporates highly-searched telemedicine-related keywords can help to improve your company’s ranking on search queries. This will ideally-position your brand to be among the top that patients can turn to for virtual medical care. Likewise, using blogs and social media content as a way to both educate and market your telehealth services can be effective strategies to drive more traffic to your program.
Email Marketing Campaigns.
Creating informational emails to send to your current patients is often the best way to grow telehealth adoption. Coupling an email nurture sequence as a follow-up marketing strategy when new patients interact with paid advertising on social media, Pandora, or on search engines is an efficient and low-cost way to keep your telehealth brand in front of your target audience.
By taking a cross channel marketing approach, you are able to engage your patients through their entire patient journey and use each touchpoint as a way to convey a new key benefit. For example, crafting marketing messaging around telehealth being a low-cost alternative may be well suited for a new patient. Whereas, leveraging marketing angles around ways that patients can manage their health without having to leave work may resonate better to get current patients to schedule follow-up appointments.
The more meaningful marketing touchpoints you can create with your patients, the higher the rate of adoption will be for your telehealth program. To do this, you will need to take a strategic and intentional marketing approach that is rooted in understanding your target audience and using key benefits to drive action.
If you’re looking with help implementing some of these inbound strategies like email content and are interested in how to develop a segmentation strategy that makes the most of those efforts, we should talk – send me a note about your project.