As a physical therapist, chiropractor, or other healthcare provider, you’ve had to change the way you care for your clients in myriad ways over the last two years. No doubt, many of the changes you’ve implemented were necessary in the short term, but may also be useful well into the future.
In the new post-COVID world, you need to come up with new ways to stay abreast of the needs of your patients and potential clients. Use the following list of healthcare marketing trends in 2022 to help you keep your finger on the pulse of patient needs.
Rebuild Relationships with Old Clients
It’s always a pleasure to get an unexpected call or message from a friend you haven’t talked to in a while. That’s how your old clients should feel when they hear from your practice, no matter how much time has passed. If you laid the groundwork by providing stellar care in the past, they’ll be happy to hear from you.
Focus part of your marketing efforts exclusively on reaching out to old and current clients with a reminder that you’re still available to help them. A holiday greeting or Happy Birthday message will make them feel special and remind them of the services you provide. Include your call to action, to remind them that there is no time like the present to take care of their health.
In your messages, say things like:
- “Did you miss your scheduled appointments during lockdown? Give us a call for your checkup ASAP.”
- “When was your last physical therapy treatment? We can schedule it for you now.”
- “If your joint/muscle pain has resurfaced, come see us for treatment.”
Use Google My Business to Meet New Clients
Google My Business (GMB) makes finding your practice a cinch for potential clients searching for healthcare services online. A fully-loaded GMB profile will help you accomplish this.
With GMB you can quickly make meaningful connections with potential clients. As they surf the web looking for chiropractic or physical therapy care, your high-quality photos and targeted descriptions of your services will entice them to visit your website and learn more. Use your profile to showcase your expertise and capture the user’s attention quickly, to beat out your competition.
Ensure that your profile information is up to date so that Google Maps can quickly locate your clinic and provide directions to it. You can even flesh out your profile with blurbs about your upcoming community events, including picnics, health expos, and information sessions. Encourage old clients to bring family members and friends to your “Welcome Back” events, to expose your practice to new potential clients.
Telehealth Pro Tip: Protect Client Data at All Times
The use of telehealth tools for healthcare services has increased dramatically during the pandemic. With this also comes an increased risk of vulnerability to cybercrimes for your clients.
Along with the services you provide, you have the responsibility to keep your client data safe, using proper HIPAA compliance protocols. Whether you’re sharing information by phone, over an online chat, through email, or via videoconference, you need to know what information is appropriate to share, and how to protect what is transferred. Digital information should always be encrypted, so an important step in cyber security is to use advanced software that provides the most secure encryption tools.
Focus On Local SEO
Is your practice located in an area with a high population of retired people? Are a large percentage of your clients athletes or people who enjoy the outdoors and engage in physical activities like skiing, cycling, or hiking?
Any geographic area is likely to have a concentration of people with similar physical therapy needs and concerns. The common questions asked by your local population of patients can provide a goldmine of keywords to include in your online content, to optimize your ads and articles.
Collect the exact key phrases and questions that your potential clients are using in online searches and incorporate them into your content. This SEO strategy can create a direct path from their searches to your practice.
Make Your Clients Feel Special
The way you treat your clients can make or break their experience with your practice, and the subsequent reviews they provide about their time with you. For this reason, you should prioritize maintaining a good bedside manner, whether you provide care in-person or via telehealth.
A good bedside manner lets you effectively speak to and provide lasting care for all kinds of patients—from those who cooperated with lockdowns and missed appointments as a result, to those who railed against restrictions and may have increased health risk factors.
As a healthcare provider, you come into contact with all kinds of people every day. Knowing how to keep each one informed and on a path of healthy living is what you do best. Let them know you understand how the current times have impacted people’s health, from the effects of isolation and increased anxiety to the impact of returning to normal life in strategic ways. Your marketing strategy should demonstrate that you offer compassion and a practical care plan to help all types of patients.
Get Professional Help for Your Web Development
We’ve all learned that there’s nothing wrong with asking for help, especially in times like these. Delegate the development of your healthcare marketing plan to a group of experts who know the digital terrain. Getting their assistance can help you build your web presence and consistently generate new leads.