It is important to understand your patients and know what drives their choices. While you may share common interests with friends and family, you don’t always agree. The same is true for your patients. Each has different goals and perspectives. So, understanding the whys behind their choices helps you make better marketing decisions.
Understand your Patients’ Demographics
Statistical data about your patients can help you determine the best place for your marketing dollars. Thus, you need to create a patient profile. Potential characteristics to assess include age range, gender, income bracket, education, ethnicity, employment and marital status. Keep in mind that invasive vs. non-invasive treatments are quite different. So, it may be a good idea to group procedures and create a patient profile for each grouping.
Recognize Key Drivers in Choices
What do you patients consider important in choosing a plastic surgeon? A 2013 study by the Aesthetic Surgery Journal showed that reputation was paramount. As more people are turning to online reviews and social media referrals, online reputation is vital in today’s world. So, make sure your online standing is stellar!
Of course, Board Certification is vital. Other drivers include practice reputation, physician referral, location, etc.
Modes of Patient Communication
Everyone in today’s society has a communication preference. Sometimes, it’s a matter of what we are used to, so age plays a big role here. However, don’t limit this to age. Employments, lifestyle, volunteer efforts, etc. plays a role in communication preferences. People are connected today, so ask your patients about their preferred communication mode. Do they prefer eblasts, texts, phone calls? Don’t overdo your outreach when you know understand your patients. Continuing to reach out in media channels patient don’t like can increase your unsubscribe list.
Today, we’ve talked about understand your patients to build a patient profile(s). Knowing your patients can help you target your advertising, social media and marketing efforts for every group of procedures. PUMC has a long history in plastic surgery marketing. If you have aren’t sure if you really “understand your patients”, contact us for a consultation. We’re always happy to help get you on the right track and bring patients in your door.