Marketing of medical services
Health marketing, specialized SEO optimization and SEO marketing for medical services.
How should doctors offer and sell medical services to their patients?
The need to be aware of marketing techniques and how to be professional, how to sell our healthcare service and gain more market share.
Many doctors complain that they have the ability to treat, the latest equipment, but are unable to attract patients or convince them to perform treatment other than routine.
Why are medical services lagging behind as a business positioning?
- Lack of education in medical practice management;
- Ignorance of managerial postgraduate education;
- Lack of quality, management-oriented courses in health marketing;
- Lack of basic health marketing skills;
Do you know the needs of your patients?
The first step in our scheme will be to understand the needs of our customers. Maslow created a hierarchy of needs where he suggested that people fulfill the bottom level in order to climb up the pyramid to the second level. For example, no one will care for shelter if they are hungry.
And no one will think of joining a club when they don’t have a home to live in.
Physiological needs: food, water, air, etc.
Safety needs: shelter, security, protection, etc.
Belonging needs: family, friends, interest clubs, etc. The need for esteem: self-esteem, recognition, status (such as education, a good job, etc.)
Development: Self-development and realization (Very few people fulfill this need) How can we apply this theory in dentistry?
Physiological needs: All humans need teeth to eat. Safety Needs: Periodic dental hygiene will prevent sudden pain or frequent trips to the doctor for emergencies.
Belonging needs: Correct speech, social acceptance. All fall into this category Other needs: The need for aesthetics and beauty.
Maslow’s Hierarchy of Needs A diagram of Abraham Maslow’s hierarchical system of human needs. Degrees (from lowest to highest):
4. Respect, confidence
5. Self-improvement, self-realization
A ( Attention ) attracting the client’s attention
I ( Interest ) increasing the client’s interest by focusing on and demonstrating the advantages and benefits (instead of focusing on functions, as in the traditional advertising).
D ( Desire ) convincing customers that they want and desire the product or service and that it satisfies their needs.
A ( Action ) leading the client to take actions and/or purchases.
Do you need: Hospital Marketing Services for Your Clinics or Hospital?
How to discover needs?
The easiest way is to just ask.
Of course you won’t ask direct questions, but some probing and directed questions, open-ended questions would reveal the patient’s needs. Your role would be to target needs by finding benefits (of your service) to meet those needs.
Example for dentists: If someone has missing teeth, don’t just tell them the features of implants and what they look like.
Instead, inform him about the benefits of the treatment being administered, the success rate that is much higher than other options, their physiological benefits, etc. Remember that characteristics describe something; while the benefits tell you what it will do for you.
General objectives of medical marketing communication:
Reinforce previous decisions and attitudes
In this way, let us approach another subtle pattern that could lead us to the end. The AIDA model is one of the simplest and widely used models in marketing, as you can notice it is the same as our previous models where you start from the bottom up and here each step of the pyramid leads to the next. You can’t miss a step.
You attract the attention of your patients; develop that attention to build interest that will ignite the spark of desire, leading them to take positive action toward purchasing the service you aimed to sell.
AIDA model, Four main ways to attract patients’ attention:
- AdvertisingMainly brochures in your clinic.
The brochure should include:
Benefits of treatment
Simplified illustrated steps of treatment
Examples of success
Never give up on the idea of â€‹â€‹brochures because a recent study showed that: The first time someone looks at an ad, they don’t see it. For the thirteenth time, he thinks this must be good. The twentieth time he sees it, he buys it or instructs his wife to do so.
- SegmentationFocus on some potential customers and market your target service using more messages than those in the brochure.
- ” A WOMAN said that “:word of mouth spreads faster than fire in dry hay.
Satisfied customers would take care of this task (Unsatisfied ones too, but in the opposite direction). Your role is to choose the people who will spread information for your benefit.
- Opinion leaders, influencersThese are people who influence other people and are always asked for recommendations, and other people always try to imitate them. Choose as many of them as you can and offer them your treatment in a professional manner, no problem if you perform it for them at a reduced price or even for free.
Opinion leaders are characterized by being:
â€¢ Occupying a high social position
â€¢ Wealthy or moderately wealthy
â€¢ Highly educated
â€¢ They have many contacts and friends Now that patients are aware of the service, your role is to increase interest, one way is by using BTQ (Benefit Tag Qestions) where you include in the form of a question the benefit to the patient such as : Did you know that your teeth can be as white as the ones in this picture? To build interest you should:
â€¢ Focus on leaders and those you consider promising â€¢ Patient education (multimedia communication) can broaden their view
Pros and cons: Give them answers to all their concerns and emphasize the positive aspects of the service
Do You Also need: A Bing SEO Certified and Ads Professional India
Six reasons for the patient to buy a service directly from you:
- Win: Here I don’t just mean that you should offer a discount or offer a bonus service on top of what you sell. I mean there are some people who depend on their teeth (phonetically and aesthetically) to make a living as actors, teachers, sales reps. and anyone who makes a living by talking all the time.
- Fear of loss: We buy alarms, locks and insurance policies for fear of losing something (including watches for fear of losing time). We can apply this and the dental practice in many cases; those we persuade to restore teeth for fear of losing it later and perhaps losing more money.
- Pleasure: We buy holiday packages and go on entertainment for pleasure. Patients will never go to doctors for pleasure, but treating teeth and enjoying the results is a pleasure. (They eat well, talk well, nice breath, good aesthetics).
- Avoiding pain: We buy drugs to avoid pain. It is unnecessary to give medical examples of this.
- Social approval: We buy good clothes, perfumes and the like to feel socially approved. Anyone of a particular social level will be ashamed to be among their peers with ugly-looking teeth or phonetic defects, or even bad breath.
- Pride: Such patients are the dream of all doctors. Such patients would easily buy something to show off. Like eyelashes, whitening, implants. Just name everything expensive. Sometimes they are just proud that they paid several thousand for their treatment in a fantastic medical center. Dr. Ehab Heikal
Between, treatment, marketing techniques and business
PAID MARKETING Social networks are used daily by more than 2 billion people. Facebook holds about 18% of the market shares of these networks. If you have already created a profile of your dental practice on this network, then you have probably familiarized yourself with its main marketing options and know that some of them are paid and others are based on the so-called “organic marketing”, which includes all methods and ways to present your profile for free.
Most online social networks have long encouraged organic marketing to increase their user base. In recent years, however, their business strategy has changed in the “pay-play” direction.
This is especially true for Facebook, which is constantly changing its algorithms, reducing the percentage share of organic marketing and increasing that of paid marketing. Although your existing online advertising tactics will probably need to change to continue to achieve the best results, remember that Facebook remains the largest platform for user interaction. It has 1.13 billion daily active users and 70% of them are online at least once a day.
Don’t ignore the platform if your messages are currently not reaching the desired number of followers. Your ad can include paid search, which will give you organized results that are easier to measure and process.
Targeted advertising can bring you prospective patients meeting your chosen criteria.
Attracting new patients is just as important as retaining old, loyal ones. So continue to keep your organic marketing providing information to your existing patients. More than 86% of marketers today use a combination of both online advertising approaches organic and paid marketing. About 60% of them believe that the paid one is more effective. A study conducted at the end of 2021 shows that about 39% of marketers only use organic marketing.
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