3 Components of a Healthcare Marketing Strategy for Audiologists
By Katie Armatoski, Au.D
In a recent blog post, I talked about some ways to connect with healthcare professionals on LinkedIn. This is an important task to prioritize because we get so much of our business from the referrals we receive from healthcare professionals!
You want to make sure your name is front of mind and that they know your unique value proposition (what you bring to the table versus other audiologists in the area) so they feel compelled to refer people to you rather than someone else in their network or neighborhood.
LinkedIn is one of my favorite tools to connect with doctors because it just feels more natural to reach out and make a professional connection via the messaging tool than it does on Facebook or Instagram. Plus, it’s so much easier for them to just click through to my profile and find out all about my practice and my background.
But in this blog, I want to talk about three of the OTHER components of a healthcare marketing strategy in addition to LinkedIn! Are you ready to dive in?
#1 – Face-to-Face Networking
Nothing beats good old fashioned face-to-face networking. The best way to make an impression is, well, to make an impression. Show up to physician’s offices, local charity outings, lunch and learn events, etc. and aim to make at least three new connections each time. Join your city’s Chamber of Commerce and go to the meetups. Put yourself out there in your local community!
I don’t talk a lot about in-person networking, but I do think it’s one of the best ways to make the meaningful connections that you need in order to earn referrals from healthcare providers in your area. Even if you’re not a “social” person, it really is mandatory that you put yourself out there and find ways to connect.
#2 – Digital Presence
I know I said this wouldn’t be about LinkedIn, and I promise, it’s not. You already know about how to network with healthcare professionals using the built-in messaging features on the popular social apps and you should totally be doing this, but let’s touch on another aspect of your digital presence: SEO.
The truth is, a lot of your referrals will start with a Google search like “audiologists in [city name]” or “[city name] audiologists” and you want to make sure your name is at the top of those searches. SEO best practices like blogging consistently, using keywords naturally in your blog titles and headers, adding meta description tags to your pages (with those same keywords) and making sure your website loads quickly are all key ways to do this.
#3 – Direct Mailers
Some people respond a lot better to tangible items; things they can see and hold in their hands. That’s why I love direct mailers. I know it’s a little bit old school, but it has held its own in this new digital world for a reason: it works.
We’re all busy, and that includes the healthcare professionals you’re trying to connect with. A message on social media is there to keep you front of mind on a weekly basis whereas a mailer on their desk will leave a personable and long lasting impression.
If you can make the mailer memorable or useful in some way, that’s even better because that means they’ll hold onto it longer. Think outside the box and create something that will live in their offices well past recycling day.
So, which one of these are you going to start with? I don’t want you to feel overwhelmed or like you have to sink a bunch of time into any of these options. But, start to think about some ways you can meaningfully connect with the healthcare professionals in your area and get more of those precious referrals! I can’t wait to see what you do!