Here is a question many of us are asking ourselves right now: Will the way we do business (and life in general) ever go back to the way it was before the COVID-19 pandemic? Probably not. The world, including the business world, has shifted in innumerable and remarkable ways. So, the way you attracted patients to your business in 2019 is probably not the most effective way to continue attracting new patients in 2021. However, generating and converting new leads can certainly be done in 2021 and beyond. All it takes is a little insight and flexibility.
Here are five effective ways to attract and keep more patients this year and in the future:
- Focus on building relationships.
More than ever before, your patients want to know that they can count on you for everything they need during uncertain times. And that kind of trust and loyalty does not come from how well your website performs in online searches or how eye-catching your practice logo is. That trust comes from building and sustaining a relationship.
From the time a patient comes in contact with your practice—whether they submit an online information or appointment request, call your office, or come in for their first appointment—you should start building that relationship. Many office management systems offer options for keeping in contact with your patients both before and after their appointments. Make sure your patients know you are there for them.
- Create website content your patients need.
As you know, your new (and existing) patients have a variety of needs. For example, some might be looking for general information about hearing aids because they think they might need some. Others might be looking to purchase a specific brand of hearing aids they already know they want. The goal is that your practice answers both questions and meets both of their needs. One way to do this is to provide quality content, as well as online shopping options.
- Cater to your returning website visitors.
If you attract a new website visitor, great! This is the first step to acquiring a new patient online. For some website visitors, however, it takes more than one visit before they “take the plunge” and schedule an appointment. A second-time or third-time visitor means they are certainly interested in your services. In fact, a 2017 study found that a returning visitor was nearly twice as likely to convert as a first-time visitor. Therefore, it is essential that you convert that returning visitor into a patient.
Be sure you are answering the questions you expect a returning visitor to have. Take advantage of tactics like remarketing to remind that visitor of the reason they were interested in your practice and your website in the first place.
- Use the power of video.
They say a picture says a thousand words. Then how many words does a video say? Video can be a powerful tool for capturing your website visitor’s attention and expressing things about you, your services, and your practice that might be difficult to translate into text. In addition, video has been shown to a very effective conversion booster. One study discovered that featuring a video on your landing page can increase conversion by 86 percent.
- Create attention-grabbing content.
Speaking of landing pages, take a look at your website’s landing page. Does it capture your attention within five seconds? Ask the same question as you look at your marketing email headlines, blog posts, social media posts, and other types of online content. If it does not capture your reader’s attention within five seconds, you have lost them.
As noted above, video can be a great way to capture your visitor’s attention and eventually convert them into a patient. Another tip to try is featuring real patient reviews and testimonials.
Generating and converting new leads in 2021 is not so different from before—focus on your patients’ needs, and you’ll come out on top. For more information about how you can attract new patients online and how to navigate online marketing in 2021, please contact us today at AudiologyPlus. We are eager to help you grow your business.
