Communicating with patients is one of the most important aspects of a successful medical practice, but creating a communication strategy can be a challenge. Communication is a fluid practice and something that is different for every medical practice. Fortunately, there are ways doctors can enhance their communication strategies and one of the best tools they have for communicating is a website for their medical practice. Using your medical practice’s website to overcome communication barriers can be the difference between a moderately and a widely successful practice and its marketing campaign.
The website should be used to provide information about medical services, physician bios, and areas of expertise.
There are three parts to building a successful communication strategy. The first is to develop the components of the strategy. Using all of the available tools at your disposal to enhance a communication strategy speeds the results and helps you grow your practice. What is the best way to organize the three components of this strategy?
Create Accomplishment Markers
Setting up goals for your communication strategy is one of the best things you can do to ensure your efforts are successful. This gives you an opportunity to plan each thing you will do to improve your communication with patients and then requires you to evaluate each of these things.
For instance, if you implement a social media campaign, you should set a goal regarding your efforts. Goals can be extremely simple. Consider setting a target number of patients to engage in social media, a target number for how many responses you would like to get in social media in one month, or a target for an improvement in search engine rankings within six weeks of implementing social media. This allows you to connect with patients in an entirely new way and helps you evaluate the overall effectiveness of the program.
Most people are excited when they implement something new into their business. If your healthcare web design up until this point has included only static content and you suddenly launch a blog and social media campaign, it is an exciting time for your practice.
Unfortunately, not all of your patients will take part in these changes. No matter how much you play up your new methods of communication, some patients are comfortable with the status quo. Do not view this as a failure. As long as your new communication strategies are reaching some people, you are succeeding.
The goal is to offer additional methods of communicating, not force a person into something that makes them uncomfortable.
Encourage Patient Input
One of the best tools you have for determining the effectiveness of a new communication strategy is the people with whom you are communicating. Ask patients how they feel about the changes you are making and ask if they have any suggestions they would like to offer.
You might find out patients rarely bother reading the new blog on your website, but they enjoy receiving newsletters in their email inboxes. Take the content on your blog and package it into a newsletter. The same content serves you twice: you generate search engine attention for your blog, but you also reach out to those patients who prefer the personal attention of a direct email.
How is your patient communication strategy working for you? Is there anything you can change about your content marketing strategy that would allow you to communicate better with the people most important to your practice?
At Physician Designs we can help guide your medical practice and provide options for having an effective communication strategy. Along with custom website design, our services include social media management, targeted ads, and AdWords management.