For healthcare businesses such as physiotherapists and podiatry clinics, single-handed therapists and dental surgeries, it’s crucial that your marketing remains consistent during a time of crisis if you want patients and clients to flock back to you afterwards. We’re not talking huge, drastic changes but there’s definitely a few easy things you can do to adapt your marketing right now. So in this infographic, here’s Yorkshire Medical Marketing's suggestions on how to survive and even thrive, over the next few weeks:

1. 7 EASY WAYS TO ADAPT YOUR
HEALTHCARE MARKETING IN
TIMES OF CRISIS
The coronavirus outbreak might be over in a few more months but it's crucial
that your marketing remains consistent during that time if you want patients and
clients to remember you afterwards. We're not talking huge changes but there's
definitely a few easy things you can do to adapt your marketing right now.
HIT PAUSE ON THE CORPORATE FLUFF
Patients need to be centre stage in your marketing right
now, not your loyalty scheme or 50% teeth-whitening
sales promotions. Press releases can take a break too.
Prioritise your internal communications with staff,
social media management and take a look at any other
longer-term projects you've put off, such as refreshing
a tired web page or site.
ADDRESS YOUR PATIENT'S NEEDS
People are anxious during a crisis, especially about
their health. This is the perfect time to look for ways to
meet the real needs of your audience. Give tips on how
people can keep their necks and shoulders feeling
loose whilst working from home or how about a quick
video on how to floss if you're a dentist (not that type
of floss!). Create a list of content you could make over
the next few weeks.
TRY THE THREE E'S: EDUCATE,
ENTERTAIN OR 'ELP
Most of your patients are safely tucked up at home with time on their hands. They're
spending more time online, using their phones and likely to be looking up health
concerns that aren't coronavirus-related. Give them meaningful content when they
arrive on your site or social media page. Think educational (like an infographic
exploring how to treat a common health condition at home), entertaining (check out
Twitter and Instagram for ideas and try out more interactive posts like what are you
watching on Netflix) or 'elpful as we say here in Yorkshire. Promote a local farm shop
that's feeding the community or a group that's supporting people living alone.
MAKE YOUR WEBSITE MORE VISIBLE
People are online. If you want to catch them online,
make sure they can find and access your website with
ease. Update old content, check your Google Analytics
to see which pages you can retire, spruce up your
SEO...use the downtime to improve these aspects so
you're ready to rock and roll when social distancing is
relaxed and people start to use your services again.
The coronavirus outbreak might be over in a few more months but it's crucial that your
marketing remains consistent during that time if you want patients and clients to
remember you afterwards. We're not talking huge changes but there's definitely a few
easy things you can do to adapt your marketing right now.
RECONSIDER HOW YOU SELL SERVICES
HHeerree''ss hhooww ttoo ssuurrvviivvee aanndd eevveenn tthhrriivvee,, oovveerr tthhee nneexxtt ffeeww wweeeekkss::
Physical trips to your clinic won't be possible for a fair few more weeks yet. What could
you do to fill that gap and still be able to care for patients and clients? Can you offer
1-2-1 personal training at home? Could you still provide a counselling session over
video call? How about downloadable worksheets or training webinars? Many are
already looking at how to 'digitise' their services and there's plenty of free/low-cost
tools out there to help you do this quickly such as Zoom and Teachable. People are still
looking for ways to relieve boredom and still take care of other aspects of their lives.
HHeeaalltthhccaarree mmaarrkkeettiinngg ffoorr hheeaalltthhccaarree hheerrooeess
Visit: yorkshiremedicalmarketing.com
IIff yyoouu''rree aa hheeaalltthhccaarree bbuussiinneessss aanndd yyoouu nneeeedd aa hhaanndd oorr wwaanntt ttoo
aa sseeccoonndd ppaaiirr ooff eeyyeess ttoo llooookk aannyytthhiinngg oovveerr,, tthhee ffrriieennddllyy lliittttllee
tteeaamm aatt YYoorrkksshhiirree MMeeddiiccaall MMaarrkkeettiinngg aarree hheerree ttoo ttrreeaatt aanndd ccaarree
ffoorr yyoouurr mmaarrkkeettiinngg nneeeeddss..
BE 'HUMAN'
It's tough to put a human touch on services with social
distancing and lockdowns but it doesn't stop you being
'personal' and 'authentically human'. Tell patients how
your team is coping, share what they're up to (pet
pictures are working well!), how you're protecting staff
and patients. Lay off the scheduled posts on Facebook
and interact socially with people in your local
community Facebook Groups.
TWEAK YOUR LANGUAGE AND IMAGERY
Tone of voice is very important right now. Do you want
to be known as helpful and positive or negative and
bossy? It's completely possible to be firm yet friendly
in your written communications. Write in active rather
than passive language. Rephrase common terms such
as 'keep in touch' or 'pop in and see us' as these won't
be relevant right now. Park the visuals and photos that
show social gatherings too.