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August 10, 2022

4 Tips for Marketing Healthcare Convenience

4 Tips for Marketing Healthcare Convenience

“We make it easy.” Those are the four magic words your potential patients want to hear. Yes, Malaysians are eager to catch up on care they had been putting off due to the pandemic. But now that travel is allowed, many (way more tantalizing) activities are vying for their time.

So let Malaysians know how convenient it is to take care of their health needs. Then they’ll have fewer reasons to put off the services they need or miss appointments.

Why is now the Time to Be Thinking About Healthcare Convenience?

The changing healthcare landscape is also driving the need for convenience. Offerings that are responsive to Malaysians’ needs and preferences can help your organization be responsive to:

 

  • Increased competition from retail clinics with on-demand care for common health concerns.

  • Unintended consequences of quarantine, such as exacerbation of mental health issues and work-from-home injuries.

  • Realities of cost-sharing, including patients who need ongoing treatments but have trouble paying out-of-pocket costs.

  • Inefficiencies in standard procedures, like sitting in a waiting room and filling out paperwork, that sour the patient experience.

4 Tips for Marketing Healthcare Convenience.

Here’s how you start winning over more patients:

  1. Remind consumers of the benefits of seeking care from an integrated health system.

 Retail clinics and a growing number of virtual specialty care vendors are alluring to Malaysians. Advantages of these vendors include:

  • No appointment necessary

  • Expanded hours

  • Accepted insurance

But what Malaysians miss out on with this approach is precisely what makes integrated systems awesome: Coordinated care from trusted specialists. Maybe patients can’t get an immediate appointment with the specialists  but remind them of what they get by waiting. Across all marketing channels, highlight the expertise and advanced services you offer that are not available from retail providers:

  • Highly skilled specialists.

  • Sophisticated Imaging Technology.

  • Providers who work together to deliver whole-person care.

  • Injections for stubborn pain.

4 Tips For Marketing Healthcare Convenience
4 Tips For Marketing Healthcare Convenience

2. Highlight services that relieve the unintended health consequences of quarantine.

 Marketing convenience means being responsive to Malaysians’ needs. And during COVID-19, many Malaysians’ care needs changed. They may be experiencing:

  • Depression or exacerbations in people who already have it.

  • Anxiety about life changes or going out in public again.

  • Wrist, neck or back strain due to at-home workspaces that were not ergonomically correct.

  • Sleep issues due to new routines or not enough activity.

Create content focusing on these issues including blogs, social media posts and detailed service line landing pages. This is also an excellent opportunity to explain the many ways patients can access your clinicians:

  • Virtual visits with a range of specialties.

  • After-hours care.

  • Walk-in specialty clinics, if available.

  • Patient portal messaging.

  • Same-day appointments.

3.Help consumers with high-out-of pockets costs.

High-deductible plans and other cost-sharing requirements pose a challenge for many Malaysians. They may avoid appointments out of concern they can’t pay the bill. And when patients delay care, they’re often sicker when they do go to the doctor. Treating more advanced illnesses can be more expensive for them than if they had gone to the doctor earlier.

How can you make healthcare convenient for patients with high out-of-pocket costs?

  • Emphasize the importance and availability of preventive care and that many insurance plans cover these services in full.

  • Make payment plan information available online so patients can learn about it discreetly. You may also wish to offer online access to patient financial services through a chat or message feature on your website.

  • Educate consumers about how to lower their costs. For example, share that seeing a PCP (Primary Care Physician) typically costs less than an urgent care visit

4. Use technology to improve the patient experience.

 No one likes filling out paper forms or sitting in a waiting room. These activities became safety issues during the throes of the pandemic. Savvy organizations turned to technology to mitigate the risk. Apps and automation software made it possible to electronically collect patient information and hold their places in line while they waited in their cars.

If your organization is using this technology, market its benefits. Can patients avoid coming in 15 minutes early because paperwork is done online? Can they bypass the waiting room and receive a text when they’re ready to be seen? These small conveniences can greatly impact patient experience scores, so why not shine a spotlight on them?

Consumer Trends Influencing Healthcare Convenience.

 Thanks to Lazada and other online marketplaces, consumers get questions answered, products ordered, bills paid and more online. These brands are helping Malaysians shop around and run errands virtually, saving precious time for other activities.

Malaysians want similar experiences in healthcare. Many would be happy to replace phone calls and office visits with online interactions whenever possible.

Consider this:

  • 80% of Malaysians who had a recent virtual visit were satisfied with the experience and are open to future telehealth encounters .

  • More than half of millennials and Gen Xers would switch providers based on the ability to book appointments online .

  • 80% of Malaysians prefer to pay healthcare bills online .

  • 56% of patients say virtual waiting rooms are more efficient than traditional waiting rooms .

If you’re not marketing convenience, your healthcare organization could be missing out. Malaysians care deeply about clinical expertise and quality. But given a choice between comparable providers, the one that’s easiest to interact with is likely to get the appointment.

Marketing convenience can help your practice become consumers’ go-to option.

4 Tips for Marketing Healthcare Convenience Read More »

5 core features that convert new visitors on your healthcare website

5 core features that convert new visitors on your healthcare website.

Google receives an approximate amount of 70,000 health-related search queries per minute. Proving that most people look for information about their health concerns online before consulting a physician. Therefore, medical practice websites with authoritative content that answer some of these health questions are more likely to attract new website visitors and convert them.

According to a HubSpot survey, most customers prefer to engage first with content from a business before becoming paying customers. Persuasive website copy and medical content are written with the target audience to help medical practices attract specific new website visitors and eventually convert them。

In this article, you will learn specific strategies and features medical practice websites should have to convert new website visitors to paying clients.

 

1. Interesting Website Copy

 Two out of ten website visitors read beyond the headline of online content.

Therefore, a medical website copy should grab the reader’s attention and move the reader to the end of a web page. New website visitors leave a website immediately when the content isn’t engaging enough.

A medical copywriter with medical knowledge and marketing skills has the capacity to create powerful website copy that grabs the reader’s attention and hooks them till the end of the copy.

Medical practice websites should have the following pages: home, about us, service, blog, and contact. The home page is an essential web page because it is the initial interaction point new Malaysian clients have with a medical practice.

5 core features that convert new visitors on your healthcare website
5 core features that convert new visitors on your healthcare website

To have a lasting first impression that boosts conversion on the homepage, here are specific content and information to include:

Unique value proposition

Using a few sentences, describe who you are, your services, and their benefits. Insert a clear image of the physician and the team close to this value statement. This captures the reader’s interest and builds engagement.

Present your most important medical services

Brief description of the features and benefits with a clear call to action such as “book an appointment” for each section.

Testimonials and stats

Show the number of clients who have benefited from using each of these services.

Display certificates, logos, and awards you have received

This affirms your educational background and professional capability to manage specific medical conditions.

Free bonuses such as short e-books

Website visitors must enter their email addresses to get a copy. This helps to build your email list and to follow up with subscribers via email. Besides the home page, the service page should communicate in detail your specific services, who benefits, and what makes your service different from others. Also, end each service description with a specific action you want the website visitor to take.

The about us page should describe your values, mission, and the specific roles of your medical team. Insert links to your contact us page for visitors who want to contact you or your team to ask questions.

A medical website with clear copy, few web pages, and specific navigation links converts website visitors faster than those with many pages and links.

 

2. Create Authoritative Medical Content

A blog page should be dedicated to the creation of consistent valuable content for your prospective website visitors. Businesses who blog receive 55% more traffic and 67% more leads than those who don’t.

Random creation of blog posts does not yield a positive return on invested time and resources. Before creating content, conduct thorough customer and keyword research to identify your ideal client’s pain points, medical conditions they have, and solutions they search for on Google.

To find out your ideal client’s pain points and medical needs, use online forums, Facebook groups, Quora, and subreddits where your clients are members. In these groups, look out for recurrent complaints and medical struggles the members face.

Afterward, conduct keyword research using paid SEO tools or using Google-related search or Google autocomplete search results. This provides content ideas to consider and keywords to use for optimizing your content.

Create a content marketing strategy using the information you have gathered from your research.

The goal of your content strategy is to create authoritative content that ranks high on Google, add website visitors into your email lists, and follow up with content that informs and presents your services as the solution to their medical problems.

 Authoritative search engine optimized content with the right keywords ranks higher on Google search results.

3. Social Proof

Social proof entails the different ways to gain patients’ trust in your service and achieve their desired results. The most effective social proof is a testimonial from customers who have benefited from your medical service.

 Here are types of social proof for a medical practice website:

Testimonials

This is a detailed customer success story of how your medical services solved their health problem. Testimonials need a Malaysian client’s approval before usage because of privacy concerns.

However, for testimonials to be effective, include certain types of testimonials and information. Video testimonials persuade new website visitors more than pictures. Each testimonial should highlight the customer problems before using your service, experience, and specific health outcomes achieved after using your service.

Email subscribers

Your email list is important in following up with new website visitors who may not be interested in your services at the initial website visit. Therefore, you need to include the number of email subscribers on your sign-up forms to entice them to subscribe. For example, add “Join 10,000 other email subscribers to learn more about carpal tunnel syndrome”.

Media mentions

Display visibly on your home page if popular news media like The Star  or influential websites have featured your medical services.

 

Statistics on the number of customers served: Physicians who have successfully treated many cases display these stats to boost credibility and showcase experience in handling a medical condition.

4. Multiple Sign-Up Forms

Emails are one of the best ways of building relationships with potential clients and new website visitors.

Build and grow your email list by placing multiple sign-up forms at strategic places where new website visitors can see them and offer free bonuses to boost sign-up rates.

The best places to add your email sign up forms are:

 

  • Above the fold in a blog page

  • At the end of some blog posts together with a bonus

  • About us page

  • Sidebar

  • Footer

Email sign-up forms that include each subscriber’s gains by joining your email list, confidentiality statement, and email frequency convert new website visitors.

 

5. Social media links and share buttons

Most health care businesses have social media pages where they connect and build relationships with new Malaysian clients.

The addition of social media page links to a medical practice website provides an alternative communication channel for new website visitors. Add these social media links to the footer of the homepage, blog, and contact page.

Also, the social media sharing buttons service page and on each blog post encourage new website visitors to share your content on social media. This increases the visibility of your medical services and attracts new interested prospects who convert into paying customers.

The sharing and re-sharing of your content using social media share buttons ensures a continuous inflow of new website visitors and promotes steady exposure to your services even without active marketing.

Conclusion

Medical professionals can leverage online platforms to attract new clients into their medical practice. Most clients search for information online and interact on social media.

Medical practice websites with clear website copy, optimized authoritative health content, sign-up forms to engage prospects through relationship-building emails, and access to your social media pages have a higher conversion rate and better online exposure.

5 core features that convert new visitors on your healthcare website. Read More »

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