Do you know your patients?

September 2019

Medical Charts are Gold Mines

You are sitting on a gold mine! That medical chart is full of the stuff that most marketers dream about.  Gender, Age, specific needs and desires. Most advertisers pay big money for an outside firm to tell them exactly who their target customer is, but you have it all in the chart or EMR. You just need to organize all that data and target more people just like the ones coming through your door.

If you want to know more, just ask! A very important question to ask in every patient packet is “what do you expect to gain from this procedure/today’s visit?”, if you are not already asking this question it is important to start. The answer to this question plays an important part in creating a message for advertising and marketing messages. You do not have to spend millions on advertising when you can use information that is given to you by your patients.

With the information provided by patients on medical charts, you can create campaigns, commercials, PPC ads or social media posts that will target audiences and create messages that will address patients’ needs and desires.

Below is a basic list that can be used to create messages and content that will target the audiences like the customers that go to your practice:

  • Age
  • Gender
  • Marital status
  • Employment status and occupation
  • Socioeconomic status
  • Age of onset of different illnesses

If you are targeting them with ads, geography also helps

  • City
  • Zipcode

 

Once a target audience has been decided, it is important to evaluate if the message that is being conveyed matches the audience’s mentality and is being posted on the most relevant media.  Some things that should be considered are:

  • Has there been keyword/hashtag research done to create a message that will appear in front of the right audiences searching for information?
  • Is this something that can be used for a social media post, as well as an ad? If you have tried creating ads on some platforms, you will understand the difficulty of getting approval on medical ads.
  • Can the message be written within the constraints/character limitations on some social media and ad platforms?

 

Make sure someone is keeping track of analytics. You will want to know what is working best so that you can continue to deliver that message.  If something isn’t getting the desired response, you will need to edit your messages or stop the campaign to focus on the content that is attracting people.

Social media platforms and search algorithms are constantly evolving and require a hands-on approach.  If you need help with targeting new patients, creating a marketing strategy, pay per click campaign or social media management, MD Integrated Marketing can take over, so you have time to focus on your patients.