Marketing

Improving Clinic Marketing with Deep Patient Insights

Learn how to leverage direct patient feedback to create more effective clinic marketing strategies and improve patient acquisition and retention.
January 23, 2024
7 min

In the private healthcare sector, the quality of care and effective clinic marketing are the two pillars of patient acquisition and retention.

Investing in marketing opens the opportunity to show current and new patients why your clinic is their best choice. However, if you’re not careful, you can quickly spend a lot of money without bringing in many new patients.

Your marketing strategies and messaging should focus on the things patients care about the most. To learn what those are, you’ll have to go to the source — gather and analyze patient feedback.  

Let’s see how to transform direct patient insight into effective marketing strategies, helping you not only attract new patients but keep them coming back and recommending your clinic to others.

Why should clinic marketing be informed by patient insights?

Marketing strategies thrive on understanding the target audience. For clinics, this means knowing your patients inside out. Here is where patient feedback surveys come into play. They provide direct insights into what patients think about your services, from the ease of booking appointments to the quality of care they receive.

These surveys can also reveal:

  • What patients value most in your services
  • Gaps in your current service offerings
  • Perceptions and attitudes towards your clinic
  • Specific reasons why patients might choose (or not choose) your clinic

By analyzing patient feedback, you can tailor your marketing messages to highlight the strengths that matter most to your patients, address any misconceptions, and communicate improvements or changes in response to their needs.

Actively collecting patients’ complaints and suggestions ensures you have a substantial and diverse sample that truly represents your patient base. It is also a great way to track changes over time, as patient needs and expectations evolve. 

Mobile surveys, suggestion boxes, online reviews, and follow-up calls are just some of the methods to continuously gather patient feedback.

Analyzing patient feedback to identify pain points

By identifying common challenges and pain points - whether it's long waiting times, difficulty in scheduling appointments, or a need for more personalized care - you can adjust marketing messages to address these issues directly.

Here are a few things to focus on when analyzing patient feedback:

  • Identify recurring themes: Look for patterns in the feedback. Are there specific aspects of your service that are repeatedly mentioned? Also, pay attention to both positive and negative comments. While pain points are crucial, understanding what patients love about your clinic is equally important for reinforcing these aspects in your marketing.
  • Look at the frequency and severity of issues: Determine the impact of each identified issue on the overall patient experience. Focus on those with the highest frequencies and impact on patient satisfaction and retention.
  • Understand specific suggestions: Take note of any direct suggestions or solutions offered by patients. This can be a goldmine for specific improvements and marketing ideas. 
  • Analyze emotional tones and sentiments: Are patients expressing frustration, satisfaction, or indifference? Understanding the sentiment in patient feedback can help clinics craft a more engaging tone for their marketing materials.
  • Correlate demographics with pain points: Are certain age groups, genders, or other demographic segments more affected or engaged by specific issues? If so, this is an opportunity to personalize marketing messaging to those groups.
  • Contextualize given feedback: Consider the context in which feedback was given. Was it after a particularly busy day or during a transition period in the clinic? Understanding the context helps interpret the feedback more accurately and eliminate outliers.

To ensure the analysis is objective, it’s important to minimize personal bias. Involve a diverse team in the analysis process and look at the data quantitatively where possible. Be sure to consider all feedback, even if it contradicts your assumptions or beliefs about your clinic.

While manual analysis is possible, it can be time-consuming and prone to error. Utilizing software for collecting and analyzing patient feedback — like the InsiderCX platform — can simplify this process.

A step-by-step overview of how the InsiderCX platform works.
A quick overview of how the InsiderCX platform works.

We can automatically categorize feedback, highlight recurring themes, and even track changes over time. This not only makes the process more efficient but also provides a more accurate, data-driven basis for your marketing strategies.

Using patient insights to refine marketing messaging

Let’s now look at some practical ways to leverage patient feedback in various aspects of marketing, such as social media management, email marketing, and paid advertising.

Social media management tips for clinics

Social media offers a dynamic platform to reflect your clinic’s responsiveness to patient needs and preferences. By leveraging patient insights, you can create a social media presence that's not just informative but also engaging and reflective of your patients' experiences.

You can:

  • Feature patient stories: With consent, share patient success stories or testimonials, especially those that reflect common themes in feedback.
  • Run interactive polls and Q&A: Conduct polls or Q&A sessions on recurring topics highlighted in feedback.
  • Provide health tips based on common queries: If feedback often involves certain health questions, address these topics in your posts, providing valuable information.
  • Responding to reviews: Regularly respond to reviews and comments, showing that patient opinions are heard and valued.
  • Celebrating improvements: Share updates about clinic changes made in response to feedback, such as new equipment, shorter wait times, or the implementation of an online scheduling system.

Email marketing tips for clinics

Email marketing, when personalized based on patient feedback, can significantly boost patient engagement and loyalty. Improve patient retention by crafting emails that directly speak to your patients' interests and needs.

Examples include:

  • Segmented health tips: Send out health tips and advice tailored to specific segments of your patient base, based on their interests, conditions, and feedback.
  • Newsletter highlights: Feature a section in your newsletter dedicated to recent changes made based on patient suggestions.
  • Educational series: Start a series of emails focusing on topics frequently brought up in feedback, such as managing chronic conditions or preventive healthcare.
  • Event invitations: Invite patients to clinic events or webinars relevant to their expressed interests or concerns.

Paid advertising tips for clinics

Using patient insights to inform your paid advertising efforts will make your campaigns more relatable and cost-effective. Tailor your ads to mirror the preferences, complaints, and needs expressed by your patients.

Here are some examples:

  • Highlight popular services: Create ads that focus on frequently praised services, emphasizing their benefits.
  • Demographic-specific ads: Design different ad sets targeting specific demographics based on their feedback patterns, like tailored ads for elderly patients about arthritis care.
  • Testimonial-based ads: Use patient testimonials in ads, especially those that address common themes or praises in the feedback.
  • Problem-solution format ads: Craft ads that present a common patient issue identified in feedback and how your clinic provides a solution.

Implementing new clinic marketing strategies based on patient feedback

Integrating patient feedback into the development of new marketing strategies ensures that these initiatives are not only innovative but also directly aligned with what your patients want and need.

Here are some fresh clinic marketing ideas you might want to test for yourself:

  • Announcing new services: When introducing new services in response to feedback, create comprehensive promotion campaigns across all channels.
  • Discounts on popular services: Offer special discounts or packages on services that are frequently inquired about in patient feedback.
  • Referral programs: Introduce referral programs encouraging patients to recommend services they found beneficial, as indicated in their feedback.
  • Before-and-after campaigns: Showcase the improvements made in response to feedback, like a renovated waiting area, through before-and-after images.
  • Patient appreciation events: Organize events that reflect regularly mentioned interests or needs, like a free health screening day.
  • Community outreach programs: Develop community programs or partnerships based on common health concerns or interests expressed in patient feedback — and then promote those initiatives.
  • Patient loyalty programs: Launch a loyalty program that rewards patients for frequent visits or referrals, especially if feedback indicates a high level of patient satisfaction with your services.

Leveraging patient reviews and feedback to improve the clinic's reputation and online presence

A strong online presence and a good review score are crucial for a clinic’s long-term growth and sustainability. Patient reviews and feedback are not just reflections of patient satisfaction — they are powerful tools that can significantly enhance your clinic's online visibility and credibility. 

Let’s see how to harness these elements to improve your website and SEO efforts.

Improving your clinic SEO efforts

Here are some ways in which you can use patient review and feedback to improve SEO results for your clinic:

  • Incorporate feedback into keywords: Use common phrases and terms from patient surveys to jumpstart keyword research and find topics and keywords worth covering on the clinic’s blog.
  • Regular content updates: Use insights from feedback to create a steady stream of fresh blog content that addresses patient concerns and questions. You might even attract organic backlinks if you do it right.
  • Local SEO optimization: Encourage patients to leave reviews on Google My Business and other local directories, boosting local search visibility and clinic ratings.
Screenshot of a search result for “dental clinic in Brighton” query.
Search results for “dental clinic in Brighton”, showing how clinics with more reviews and a complete GMB profile are more likely to appear on top.

Improving your website

Your clinic's website should be a direct reflection of your patient's needs and preferences. 

Use these simple tips to make your website better by leveraging patient insights:

  • FAQ section: Compile a list of frequently asked questions based on common inquiries in patient feedback, and provide detailed answers.
  • User-friendly design: If feedback indicates any navigational issues, redesign your website for ease of use, with clear menus and a mobile-friendly layout.
  • Interactive elements: Include interactive features like chatbots or appointment schedulers, especially if feedback suggests a need for quicker or easier communication.
  • Website copy: If needed, rewrite your homepage and service pages to focus on issues and concerns patients express most often.
  • Testimonials page: Create a dedicated page for patient testimonials, showcasing real stories and experiences that new patients can relate to. Reuse relevant testimonials on all of your money pages.
Patient testimonial page example from Optical Express.
Patient testimonial page example from Optical Express.

Turn patient feedback into a marketing goldmine with InsiderCX

InsiderCX is a patient experience platform that offers clinics a centralized way to manage patient feedback and quality control. It helps you gather real-time feedback through mobile surveys, so you know exactly what your patients think and need. Those that leave a positive review can be redirected to any review page, generating more testimonials for your clinic and improving its review score. 

All collected feedback is immediately sorted and analyzed, and can be forwarded to any CRM system a clinic is already using. With deep patient insights at their fingertips, marketing and PR managers get invaluable information for creating effective marketing strategies that really speak to your patients. 

To learn more, check how InsiderCX helps clinics bring in more patients with less effort.

InsiderCX Editorial Team
This article was researched, written, polished, and published by the InsiderCX editorial team.

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