In today’s evolving healthcare landscape, acquiring and retaining patients is not just about strategic marketing but also about optimal use of technology. Together this synergy is reshaping the healthcare industry, ensuring that providers can meet the care seekers needs for quality in care and trust. Leveraging insights from Chirag Kumar (AMPH Co ‘25), Co-Founder Avanzar Health and Navig Health’s Peer Learning session, this blog delves into how healthcare businesses can continue to grow and flourish in the digital era.
The Pillars of Patient Acquisition
1. Online Discovery
Every quest in the modern day and age begins with online search. When patients seeking healthcare services go online, hospitals and clinics that rank high on a search engine results page are at an advantage. For businesses to enhance their visibility online, Search Engine Optimization (SEO), Google My Business (GMB) optimization and pay-per-click (PPC) campaigns are essential. Good SEO can ensure greater visibility as well as build credibility as patients perceive high ranking businesses as trustworthy. For example, the use of relevant keywords such as “best cardiologist in Mohali”, “top cardiology hospital in Mohali” etc can help attain top ranks on search engine results pages.
2. Targeted Advertising
The immense potential that social media platforms have for healthcare businesses can be leveraged to target specific audiences. Through testimonials, educational content and before and after videos, businesses can create an informational and emotional appeal that drives enquiries. This is very common nowadays with many doctors using reels and short videos, besides blogs and other infotaining content formats, to churn out content via Facebook or Instagram.
3. Lead Conversion
Once a patient expresses interest, it is considered to be a lead. Focus must now shift to convert that lead to a consultation. Effective communication through WhatsApp, automated call systems and emails can ensure timely follow-ups. A streamlined bookings system which is responsive, hassle-free and mobile-friendly can help patients schedule appointments seamlessly.
Enhancing Patient Retention
1. Building Trust
Trust is the cornerstone of patient retention. Testimonials, detailed doctor profiles and educational videos and blogs can foster the patient’s trust in a set-up. Additionally, regular reminders via calls or messages and follows-ups to monitor health milestones in patients can help build trust. For example, a cancer hospital circulating articles like ‘How to recognize cancer?’ or ‘Self-care after chemotherapy’ or ‘Why choose us for cancer treatment’ can make patients feel cared for and valued, building their trust in the care providers.
2. Patient Engagement
To build loyalty in a patient, it is essential to build good engagement with the patient first. Customer Relationship Management tools can help engage patients across the continuum of care, facilitating interactions with patients from the first consultation to post-treatment follow-ups. Moreover, personalized health programs, regular appointment reminders and educational content can ensure continuous engagement. Social media tools such as Facebook and Instagram can be used to improve patient engagement too.
3. New Revenue Streams
Subscription based models, tailored to suit the unique needs of the patients can ensure long term loyalty while allowing patients easy access to healthcare services as needed.
Technology as a Game Changer
1. Unified Digital Platforms
In the digital age, online experience is just as important as an offline experience. Unified digital platforms offer patients an all-under-one-roof experience, offering seamless appointment booking, consultations, fee payments and follow-ups. This experience makes it easy for patients to navigate the otherwise complex healthcare landscape. For instance, apps like Practo and Lybrate with integrated digital consultation, fee payment and follow up features are now commonly used.
2. Analytics and Personalization
Data analytic tools provide valuable insights into patient behaviour, making it possible for businesses to assess their needs and offer services suited to their unique needs. Predictive assessment of health risks and adherence monitoring can further boost patient engagement and enhance retention.
3. Virtual and Home-Based Care
The rise of virtual consultations and home-based care is doing wonders to improve healthcare access. Through the integrated use of remote monitoring technologies and home-based care services, hospitals can ensure care at the patient’s doorstep. This can be a game changer for building trust and loyalty.
The Way Forward
The healthcare businesses that view marketing and technology are far more likely to benefit than those that view these as extra costs. Through the strategic use of marketing prowess and technological innovation, hospitals and clinics can chart an unparalleled growth trajectory. In nutshell, in a technology driven world, patient acquisition and retention are not just about providing good care. It is about inculcating technology and marketing strategy to enhance growth and quality of care delivery. Through tools and technologies that help improve patient experience, trust and retention, healthcare businesses can achieve sustainable growth while delivering quality care.