This post corresponds to our latest podcast episode of "RussandRandy.com" - a podcast from doctors for doctors on Healthcare and Medical Internet Marketing. We hope you like:
"Attracting Your Perfect Patients"
Define Your Dream Practice
We all have preferences. Though we would like to pretend we are specialists in every disease we encounter within our specialty, we still prefer to treat certain conditions and others...well, not so much. Whether it is the specific condition, the treatment, the outcome or patient types which we would like to avoid, we have our own likes and dislikes.
What if you could build a practice full of your favorite conditions? Is it possible?
The Perfect Patient
Identify your "perfect" patient. Ask yourself:
- What sort of patients to enjoy spending time with?
- What ailments or conditions do you most enjoy managing?
- Who is that patient?
Once you identify who the "perfect" patient may be, then the next step is to determine how you become relevant to your perfect patient.
Once you define your perfect patient, now ask:
- What is that patient looking for?
- What questions and concerns do they have?
- What do they need?
- How can you best serve them?
- What can you provide that your competitors can't?
Identifying the needs of your perfect patient is crucial to building your perfect practice. By providing content with answers to their questions or solutions to their problems you become relevant to your perfect patient. This content is not relevant to patients with other conditions and they'll be less likely to find you and wind up in your office.
As and example, if you love to treat patients with Condition X, you'll want to publish content focused on Condition X. Patients with Condition Z, are unlikely to find your website when searching for answers about their condition.
Building a Practice for "That" Patient
Now that you've identified who your perfect patient is and their needs, start building your digital content (website, YouTube, social media) tailored to meet the needs of your perfect patient. For instance:
- regularly add content to your blog that answers their questions
- make their experience with your practice as "frictionless" as possible
- make it easy to contact you, place "above-the-fold" Call to Action
- make your website easy to navigate, including all contact info and map for driving / parking
- analyze every touch point with your practice and make their experience "easy" or pleasant
- easy to find parking, clear signage to your clinic or hospital registration
Build Your Brand
- blog content
- give talks locally and at conferences
- offer eBooks on topics that your perfect patient is looking for
- curate content from other authority sites on those topics
- send email updates including links to those sites / topics
- etc etc
See you next week!
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All the best!
Healthcare and Medical Internet Marketing
Healthcare’s Rx for Web and Social