Healthcare marketing needn’t be a mystery for physicians looking to attract patients and grow their practice.
The intent of The Bedside Manner Guide to Successful Healthcare is to demystify the art and science of marketing. It’s based on the commonsense principles of a good bedside manner that physicians are taught as part of their medical training.
In other words, put patients first; – address their questions, respect their needs and reduce their stress and anxiety.
In my introductory post, I addressed the importance of Focusing. Today I want to explore Choosing Words Carefully and Giving Reassurance.
BEDSIDE MANNERS #2 AND #3: CHOOSE WORDS CAREFULLY AND GIVE REASSURANCE
Words matter.
Look no further than the CAHPS Clinician & Group Survey (CG-CAHPS) to see that a physician’s performance is being evaluated in part by the way he or she communicates.
Good bedside manners teach us that patients are better served when physicians remain positive and avoid jargon.
“Everything is fine” is better than “nothing is wrong” for a patient’s peace of mind. Renal may be a common term for a urologist, but kidney is more familiar to a patient.
Likewise it’s far better to advise not warn. When discussing the negative side effects from a prescription, it best to avoid words that alarm like “emergency” and “dangerous.” These terms can unsettle a patient and needlessly cause alarm.
HEALTHCARE MARKETING LESSON:
When marketing to patients, words have the same power. Choose them carefully.
For one healthcare marketing is subject to added scrutiny. Licensing boards, Medicare/Medicaid and healthcare insurance guidelines, and government health policies can limit or restrict what you can say and how you say it.
Beyond regulatory restrictions and professional guidelines, use words strategically. They are the pathway to your target audience. That is no easy task. Patients see physicians for a variety concerns.
In most instances, patients come from different backgrounds (age, gender, income, etc) and differ in their reasons for contacting you. Their concerns are medical, financial, interpersonal (will they get along with you). They don’t know you and are coming to you because they have to.
Carefully crafted marketing will always have a call to action that motivates a patient to contact your office. View marketing as an opportunity to introduce yourself and play to your strength or expertise.
The key is to avoid selling. Instead, inform, educate and reassure. That requires an understanding of your target patient as well as the tangible and intangible benefits of your services. It means showing empathy and communicating from the patients point of view.
Keep in mind the following questions:
• What is their main problem?
• What do they need to do?
• Why is it important for them to do this?
Like a good bedside manner, strive to be persuasive but reassuring. Avoid jargon. Medical terms are lost on the average patient. Describe complex medical procedures and conditions in the least threatening and the most simply and concisely way possible.
Address questions that patients may have about treatment options or what they can expect when arriving for a first appointment or procedure. Provide testimonials from other patients or profile staff members.
Being clear, consistent and open in the words you choose helps to dispel misconceptions, reduce fears, and foster warmth and inspire confidence.
And of course the images you select reinforce the words you choose.
Next post: Striking the Right Pose