Driving traffic to your website is important, but only a handful of site visitors will actually prove profitable to your practice. In fact, for most businesses, 80 percent of profits come from 20 percent of customers. This means that finding out who these profitable patients are is crucial to the success of your healthcare practice. After all, how can you attract and retain high-value patients if you don’t know who they are?
The most valuable patients are those who:
- Proactively recommend your services to others.
- Are satisfied with the care you provide.
- Pay on time.
- Are willing to pay full price.
- Choose your practice for all their healthcare needs.
- Are good-natured and respectful to your staff.
Once you have identified your profitable patients, you can develop a marketing plan that targets them specifically. Here are a few tips to help you attract more profitable, high-value patients for your practice.
Brand your practice accordingly.
Branding involves setting your practice apart from the pack and establishing the image and values that it represents. Your brand image should embody the essence of your practice and should be based on what your customers expect to see. If you want to attract more high-profit patients, make sure your brand message is aligned with that goal and that the look and feel of your website reflects the same professionalism.
Make sure the content on your website targets your ideal patient.
Are you using your website to target high-end patients? Use vocabulary that reflects this. A website that advertises “a high-end medical facility with more than 15 concierge physicians” and “a strict payment policy” is sure to attract a different kind of patient than one for “a small family practice” with no mention of payment requirements.
Target the right keywords.
Optimizing your website for search engines and directories is one of the most effective ways to drive targeted traffic to your site. In fact, SEO is the foundation for any good, long-term marketing strategy, and it is a great way to ensure that the right people find your website.
Get patients to come back for more.
Once you get patients to your site, you want them to stay there, to turn into new customers, and to want to come back. To make sure that this happens, you need to provide relevant, high-value content – whether it’s through regular blog posts about health tips and medical updates or by engaging with patients on social media.
Has your practice successfully marketed to profitable patients? Share your experience with us in the comments.