Competition among healthcare providers is fiercer than ever. What this means for small practices is that they must be looking for and implementing innovative new strategies for acquiring new patients ahead of the competition. Patient retention is just as important as before of course, but new patient acquisition is equally as important, maybe even more so. While both of these are important for any successful long-term growth strategy, we’ll be discussing the latter today.

Keep reading to discover 5 strategies for patient acquisition.

1. Social Media

More than half of the population of the world now uses social media. Research from Pew showed that over 72% of Americans used at least one social media site in 2021, and with the ubiquity of smartphones we can expect that number to continue rising. With so many Americans now on social media, not investing in your social media presence, or not having one at all, means you are actively handicapping yourself. An active presence on social media is an absolute necessity to connect with your existing community of patients and to reach out to potential future patients. Most patients won’t get the opportunity to have medical discussions with professionals in their daily lives, but social media offers them the opportunity to do just that.

For patients, social media offers the opportunity to connect with and speak medical experts and professionals, as well as others suffering the same conditions to share with. Research from PatientPop shows that 3 out of 4 patients turn to the internet in their search for a healthcare provider, meaning most patients will turn to the internet at some point in order to do research about their conditions or to look for someone who can help them. Upon finding a community of others in the same situation it is also natural for patients to discuss things like medication side effects and diagnoses.

Engaging with patients directly on social media allows you to be a part of these conversations, and to guide them in the right directions using your medical expertise. You can also have existing patients share written or video testimonials on your social media pages to create greater trust between your practice and prospective future patients. Research by PatientPop indicates that 74% of patients find online reviews either very or extremely important when looking for a new provider.

Social media marketing isn’t easy however. There are so many platforms and each and every one has unique audiences and preferences for content. Take some time, do some research and then decide which ones you want to use.

2. Blogging

According to WordPress.com, one of the leading online blogging platforms, there are 70 million new blog, 409 million unique visitors and 20 billion page views every month. Don’t let anyone fool you into thinking blogging has become irrelevant. High quality content and search engine optimization in blogs can boost visitors to your website and calls-to-actions in the right places will help convert those visitors into patients.

The same research by PatientPop mentioned above also found that 75% of patients use the internet to find out about a provider or care. That means patients are using the internet to look up symptoms and find treatments. A blog on your practice website that pertains to commonly searched queries relating to your specialty will guide them to your practice as a potential solution in terms of treatment or surgery.

Blogs also help create and maintain high levels of patient satisfaction. Showcasing your expertise will not only show them that they made the right choice in picking your practice, it will also educate them and enable them to ask the right questions at their next appointment.

3. Build Strong Relationships With your Current Patients

Even with the rise of digital marketing, word-of-mouth remains one of the strongest forces you can utilize for patient acquisition. Start by building and nurturing strong relationships with existing patients. By doing so and by showing how far your practice is willing to go in order to provide them the best possible care for their condition, you increase the likelihood of them recommending the practice to friends and family.

Continuing with the importance of building patient trust, it’s crucial to equally focus on engagement within your clinic settings. Implementing strategies that boost patient engagement can lead to improved satisfaction, better feedback, and enhance overall health outcomes. Utilizing tools like patient portals and personalizing communication is key to maintaining strong relationships and fostering a positive clinic environment.

The first step to building these relationships is to improve patient satisfaction. Ask patients for reviews and feedback to show them you care about their opinion. Patients appreciate feeling valued. Continue by building a rapport with them, a strong personal relationship. Try and maintain eye contact and truly listen during appointments rather than constantly taking notes or staring at a screen. Spend time discussing diagnoses with patients at length so you may understand and explain any concerns or questions they might have. The feedback you collect isn’t just for patients’ sake. It will also give you actionable insight into how your practice can improve and what areas of your service still need work. The best time to collect this feedback is right after an appointment, so that the visit is still fresh in the patient’s mind.

Learn More: Boost Patient Acquisition with High Converting Content Framework

4. Website Optimization

Your practice website will be the hub of your practice’s online presence. It is your most powerful tool for attracting new patients. However, for this to work your website needs to be updated an optimized according to the latest best practices. Doing so will improve awareness of your brand and build trust with patients. The first step is the user interface (UI). The website should be easy to navigate and the text should be legible. Make it easy for patients to find exactly what they are looking for.

The next step is search engine optimization. Make it easier for patients to actually find your website. This involves finding the right keywords, terms that your target audience is looking for, and to seed them naturally throughout the written content on your website. The website should also be mobile friendly, as the vast majority of Americans own a smartphone but not a desktop PC.

5. Humanize your Practice

All of this get nervous and intimidated when going to the doctor’s office. Being sick and needing treatment is a scary time. It falls on the practice to soothe these patients and alleviate their anxiety by creating a personable and human experience.

The first step is to feature patient testimonials on your website and social media accounts. As stated above, testimonials help establish trust. Patients trust other patients the most and positive testimonials will go a long way to convincing them that your practice is a safe place for them to be.

The next step is to feature your providers prominently on your website. Have short introductions and biographies next to the pictures, and maybe even some videos about the providers talking about themselves. Show patients that the scary doctors are actually just normal people like them. Also use this as an opportunity to showcase your brand and the kind of office culture you have cultivated within the practice.