3 Key Areas to Level Up Healthcare Marketing Strategies to Grow Your Fertility Services
When marketing your fertility services, all the basics of
healthcare marketing still apply. You'll want to be visible and accessible to
patients at all stages of their healthcare journey, and you'll need a
strategic, omnichannel approach that will meet health consumers wherever they
are in their journey.
Once you know you have the marketing basics covered with
your outreach, messaging, and advertising strategies, what are some things you
can enhance even further to ensure the best results in winning over more new
consumers than your competitors? We've identified three key areas that
can make a substantial impact in attracting and converting prospective consumers
to your fertility practice:
1. Accessibility and Visibility to
Health Consumers Beginning Their Journey
If you miss out on the first step of a consumer's journey to
obtaining fertility health services, you may lose them forever as a potential
client. The need for fertility services is very time-specific and may only
occur once in a person's lifetime. How are you optimizing your marketing,
advertising, and media strategies to reach as many potential consumers as early
as possible in their journey, even before they may need or even be ready to set
an appointment? Your healthcare marketing outreach must cover all media channels
to ensure maximum top-of-mind awareness, capturing potential consumers as early
as possible in their personal health journey and decision-making process.
Below are a few key things needed to ensure that you capture
those brand-new, first-time inquiries at the very beginning of the patient
Your media presence on social, digital, and traditional
outlets keeps you in front of prospective patients wherever they consume media.
Keeping top-of-mind awareness is very important for fertility services because
the need for these services is periodic and finite - it's limited to a specific
time in a person's life and may only arise once in a lifetime. Your media
presence may also help raise awareness and enable you to be seen by prospective
new patients even before they search for fertility services.
Paid Media - Advertising and Marketing via Digital,
Online, and Traditional Channels
What better way to reach health consumers than advertising
on the channels where they consistently consume the most media? To most
effectively reach Millennials
and Gen Z, likely your most targeted age demographics, you'll need to advertise
aggressively on the following channels:
- Online Advertising - Banner Ads, Display, Programmatic Ads
- Search engine marketing (PPC)
- Email marketing
Social Media - Organic and Paid
Social media is ubiquitous in the lives of all consumers. Therefore,
you need to be sure to show up in the social media feeds of prospective
consumers as much as possible and as early as possible. If executed
strategically, you'll be the first organization consumers consider when they need
fertility services. By providing valuable, quality health content optimized for
search and targeted to your consumers' demographics, you can provide a
consistent stream of engaging content that will keep your organization top of
mind for health consumers when they need your services.
Owned Media - Promote Online Accessibility and
Approachability on Your Website
People seeking fertility services are often anxious,
emotional, and uncertain about what the future may hold for them. Therefore,
you need to make it as easy as possible to gather information and set up an
- Can patients easily and quickly learn where your offices are conveniently located?
- Are phone or telemedicine consultations available for new patients to ask questions and gather information?
- Do you offer online chat capability?
To maximize your reach and brand to engage as many potential
health consumers as possible, you'll want to ensure that your marketing efforts
are dynamic, comprehensive, and omnichannel. It's imperative to leverage all of
healthcare marketing methods, including multiple content channels,
messaging platforms, and resources across social, digital, and traditional media
- in addition to cultivating user-generated content, community engagement, and fostering
referrals from patients and practices.
First Impressions: Once you convert a website visit into
a phone call - what's next? The importance of Reputation Management strategies
You've invested a lot of time, money, and resources into
your online presence to drive consumers to your business - what happens next? First
impressions are always important, and this is especially true for fertility
care, which involves an extremely personal, life-changing process.
How approachable and welcoming is your practice in real life
and online? Does your website messaging put people at ease to make them feel
welcomed and comfortable interacting with your website, your practice, and your
team? Fertility services are part of an extremely personal journey, and
therefore, patients need to feel they can trust your staff and feel especially
comfortable working with them on such a personal and emotional aspect of their
You never get a second chance at a first impression, which
often sets the tone for the patient's entire experience with your practice. If
positive, this patient's experience could generate an excellent patient review
for your practice, which is an important way to attract new consumers to your
group. If the experience is negative, not only could you lose that one patient
who had the bad experience, you could lose other future consumers who hear
about the bad experience.
Reputation management strategies should be a part of any
specialists' growth strategy in order to keep up with competition, according to
an analysis published in the NIH Journal.
Additionally, approximately 90%
of health consumers consider patient reviews to be very important to their
decision making process.
Patient reviews and reputation management are particularly
important within an emotionally heightened, sensitive space such as fertility
services. If possible, you should have a person or team who is devoted and
trained specifically to handle the initial calls and inquiries that come into
your practice. This person should be able to provide information and answer
questions in a compassionate and caring way that gently leads the caller to
schedule an initial appointment and feel great about it.
2. Overcome financial concerns and
Finances are often a key deterrent for many people seeking
fertility services. Not everyone can afford fertility services; most insurers
don't cover it either.
Many consumers may not even think to ask their employer
about assistance, which is why it's important to include robust content on your
site informing consumers about the costs and options available to obtain
Your website should clearly outline:
- Payment plans and credit options you offer (CareCredit, etc.)
- Other sources of potential financial assistance include government programs, foundations, grants, employer assistance, etc.
- Loan options (IVF Loans, Credit Unions, HELOCs, etc.)
Getting consumers over the payment hurdle is a HUGE step needed
to keep them in the pipeline and moving forward in their journey to conceiving
a child. This is also a great topic to devote extra time and resources to optimize
this content for online search results in your area, too, if possible.
3. Know your target audience - (Don't forget about men!)
Infertility often gets categorized as a "woman's problem."
However, as reported in one article at NIH,
roughly one-half of infertility cases with defined causes can be traced
solely (30-40 percent) or partially to male factors (Whitman-Elia and
Baxley 2001). Furthermore, the male fertility market was recently valued at
about 4.0 Billion (as of 2022) and is projected to continue growing substantially
through 2030 and beyond, according to market
Therefore, you could miss out on a huge segment of your
target market if you're not devoting a fair amount of your marketing resources
and strategies toward male consumers. Expecting prospective male consumers to
engage with the same ads and messaging as female consumers is ineffective. Your
advertising and marketing messaging should speak specifically to the pain
points of men, the fertility problems they experience personally, and the
solutions and services you provide to men exclusively.
Again, all of today's top
healthcare marketing strategies are needed to grow your fertility services.
However, paying attention to the 3 key areas outlined above could substantially
further increase your consumer acquisition rates, patient retention, and
revenue growth to unprecedented levels.
Consulting with an expert team of healthcare marketing
professionals for all
or part of your marketing strategy may enable you to spend more time
focusing on your business and your patients rather than the labor-intensive,
time-consuming marketing efforts.
Contact us today if you'd like to discuss your marketing and
growth needs with our team!