It's no secret that consumers are more hesitant to visit
their physician's offices than ever before. In fact recent
studies show that 70 percent of consumers are worried about contracting
coronavirus if they seek care for their health issues.
If you've implemented safety measures to address consumer
concerns and communicated with your existing patients, what's the next step? Proactively
seek out more patients to drive positive conversations.
Here are four tips that will further your reach in addressing
patients' concerns and delivering the answers they need most.
Let Your Patients Guide Messaging
Due to the sheer volume of misinformation conveyed in this
environment, consumers are looking for clarity from a trusted source: their
healthcare provider. If you're wondering what messages are helpful to your
patients, start by simply answering the questions they already have.
Use social listening or your call center to gather questions
patients are most often asking your practice or similar practices in the area.
When you find a common concern, make a quick update to your website or blog.
Don't wait to create one piece of content that answers every question all at
once. Connect with your audience frequently with useful information.
Use Video for an Even Stronger Message
To convey a message as complex as your office's mission to
keep patients safe, sometimes seeing is believing. Don't worry about high
production values - many national brands are prioritizing quality of
information over sleek production. The CEO of Wal-Mart recently released a low-budget video shot
with a simple handheld camera that demonstrated the new safety procedures at
Let patients' needs guide your video content. There are so
many conflicting operating procedures between states and even types of business
- clarify what to expect at a visit to your office. A video that demonstrates
your safety protocols can set a solid expectation for what happens during an
appointment and alleviate fear of the unknown.
Do you have a presence on social media? Now's the time to
maximize the use of these platforms and expand your audience reach. If patients
engage or post reviews, respond as swiftly as possible with helpful
information. Prioritizing patient communication on social platforms confirms
that you are aware of and responsive to their concerns.
Don't be afraid to start a conversation on social media and connect
with your patients in the comments. Ask patients if and why they are afraid,
and demonstrate that you've heard their fears and are taking them seriously.
Patients may consider your practice a sound source of
clinical information but consider this: Your message will have twice the impact
when combined with another trusted voice. Work with community leaders, local
public health organizations and even competing offices to create a unified message.
In some areas of the country, practices have released videos featuring physicians who typically compete, but have come together to spread the message "prioritize your health, visit a local doctor for preventive health screenings". Approaches like this can highlight dedication to your community's health over your bottom line, which can help elevate trust.
Make a Move
Need help deciding where to start? You aren't alone. CMG
Health Marketing has helped practices across the country successfully re-engage
patients. Call us today.