Healthcare marketers’ ability to connect with prospective patients is what sets successful organizations apart from struggling ones. Without a strategy for patient acquisition and outreach, the people searching for care in your area may choose your competitor over your organization.
That’s why it’s essential to have a plan with tactics to foster new relationships and turn your community members into loyal patients.
There’s no better time than the start of a new year to reevaluate your marketing strategy. If your organization is looking to connect with new patients in 2025, try these strategies:
Tap into the power of personalization
Patients look for care tailored to their unique needs, and your paid ads should reflect that. Leverage personalization and optimization to create highly targeted ads based on demographics, location, and search behavior.
For example, personalize the art in an orthopedic ad to depict someone in the same age group as the person searching for care. You can also personalize other aspects of your website to make them more useful for people in your area. For example, put local urgent care clinic information front and center on your homepage after 5 p.m.
Personalization not only improves click-through rates but also builds trust with potential patients by demonstrating that you understand their needs.
Pay attention to website analytics
Your website’s analytics tell the story of every prospective patient who visits. How long did they stay on your site? What pages did they visit? Did they complete an action or leave before scheduling an appointment?
Use these insights to optimize content, improve page load times, and identify areas of friction in the patient journey. For example, if analytics show high exit rates on your appointment scheduling page, it’s time to reassess the process for usability.
By regularly reviewing your analytics, you can sense how website visitors are using your website and whether it’s a helpful resource or a frustrating experience that sends them to one of your competitors. Speaking of which…
Make sure your site is easy to navigate
If users can’t find what they’re looking for on your website quickly and easily, they’ll look elsewhere for care.
Ensure your site has an easy-to-understand navigation menu, is mobile-friendly, and has clear calls-to-action like “Schedule an Appointment” or “Find a Provider” to guide patients on their care journey.
Navigation should feel intuitive, guiding users seamlessly to the information they need. Conduct user testing to identify pain points and make adjustments accordingly. Remember, a well-designed website reflects the quality and accessibility of the care you provide.
Provide streamlined appointment scheduling
Prospective patients expect convenience from your organization. If scheduling an appointment takes too many steps, they’ll likely go elsewhere for care.
Integrate online scheduling tools that allow patients to easily book, reschedule, or cancel appointments. Offering appointment reminders via text or email and highlighting telehealth options can further simplify the process. The easier it is for patients to take the next step, the more likely they are to choose your organization.
Build a robust content hub
A healthcare content hub is a fantastic way to introduce your organization and its experts to prospective patients and help answer questions they may have on their care journeys.
You can use your content hub to share health-related news, helpful healthcare information, patient stories, and other posts related to the care you provide. You can also use your content hub as a way for your care team to get involved and promote their expertise by authoring posts themselves or helping with the approval process.
A robust, consumer-focused content hub is a way to highlight that prospective patients will be in good hands with your organization and that your providers are ready to help them take the next step on their care journey.
Connect with your community
Healthcare is deeply personal, and community connections can make your organization stand out. Host health fairs or classes, sponsor local events, or partner with schools and community centers to build awareness of your services.
You can also engage with your audience on social media by sharing patient success stories, celebrating milestones, and addressing community health concerns. Authentic engagement fosters trust and positions your organization as a cornerstone of the community and truly drives patient acquisition.
Ready to work on your 2025 patient acquisition goals?
Attracting new patients in 2025 requires a mix of advanced digital marketing techniques and old-fashioned relationship building. Ensuring your website and marketing tactics are a helpful, seamless stepping stone in a prospective patient’s care journey will help position your organization as a leader in your community and improve patient acquisition in the new year and beyond.
Want to learn more? Check out this Geonetric blog post that provides even more strategies for winning over new patients.
If you’re ready to take the next step in your patient-centered digital marketing journey, let our team know! We’re ready to help you implement strategies that will make your 2025 acquisition goals a reality.