Tips to attract new families to your practice
Typically, it’s parents who seek out a new pediatrician by necessity. When families move or young parents bring home a new baby, they need a healthcare provider for their kid’s checkups, sick visits, vaccines, physicals, and more. But there are certain things pediatricians can do to bring new patients to their office.
Word-of-mouth
A suggestion from a trusted source is by far the most powerful way pediatricians can attract new patients. It is estimated that word-of-mouth is five times more effective than paid advertising, which translates to a 90% likelihood people will trust and buy a product or service. Person-to-person suggestions make up 13% of all sales across the board.
It’s safe to assume that the same numbers apply to doctor’s visits and they may even carry more weight. Many parents consider finding the right pediatrician an important decision because their child’s health is involved and patient-doctor relationships are long-term. Finding the right doctor requires more research than typical shopping, so word-of-mouth is invaluable for pediatricians. The best way to elicit word-of-mouth marketing from your patients is to provide the care they deserve in a professional, friendly setting. Beyond that, offices can offer discounts to patients if they refer a friend.
Online Reviews
When families move to a new place and have not yet met people in their community, it is less likely word-of-mouth suggestions will occur. Most parents will scour the internet first to see what is available to them by searching terms like, pediatrician in Dallas or pediatrician in Addison. If your office provides the services you need, it is highly likely they will check your reviews. In fact, over 80 percent of people utilize online reviews, and a large portion of them are swayed to take action or not depending on the star rating. It is also estimated that an additional star in a one-to-five rating can increase business 5 to 9%, but pediatricians should have new and consistent reviews for them to be effective.
First and foremost, pediatricians should provide excellent care. Similar to word-of-mouth advertising, a great experience is the best way to encourage parents to leave a positive review. Doctors can also personally ask their patients to leave a comment or contribute a testimonial on their webpage. There are also reputation management companies you can hire that reach out to patients through email or text and ask them to leave their feedback. This strategy is often helpful in maintaining a steady stream of reviews.
Incorporate SEO
SEO refers to search engine optimization. It is a way to ensure your practice appears on the first page of Google when potential patients search a phrase that is relevant to your services. For instance, if you are a pediatrician in Warrenton, you don’t want to appear on Google when a potential patient searches for a pediatrician in Richmond. Over 75% of people do not look beyond the first page of Google, so your practice must show up there when someone makes a relevant search. Google determines what appears on page one by a complicated algorithm to help give searchers the right information they are seeking. There are many different ways to optimize a website, so your practice needs to do its research.
Web and Social Media Content
Pediatricians can connect with their communities by creating web and social media content for their online followers. A blog, for instance, serves as a place where doctors can share new science or helpful information on common concerns such as screen time or flu shot guidance. Pediatric offices can then share their content across their social media platforms along with office updates or events. Creating content helps build authority and trust with colleagues and with patients. It also shows the human-side to providers and staff members so patients can relate to you on a more personal level. Social media is also an excellent way to communicate with those who may have questions or comments. Opening up a line of communication is a surefire way to attract new patients.
Get Involved With the Community
Another excellent way to attract new patients is to get involved in the community. This is an opportunity for providers and their staff to meet potential patients face-to-face. Consider hosting an event or fundraiser, sign up to be in the local parade, sponsor a little league team or other community-based activities. The majority of new parents are looking for a nearby pediatrician, so staying engaged with local events will pay off in the long run.
There are many other ways pediatricians can find and attract new patients other than sprucing up your online appearance and getting involved in local activities. Always think outside the box and be open to new opportunities to continue to attract new families to your practice.
