The receptionist has been a long-established fixture of most health and wellness practices. A bridge between practitioner and client, someone to handle much of the business and administrative tasks of running a practice.
But is this necessary in 2023? Has technological advances meant that the receptionist is now outdated? An expense that can be cut? There’s a few points to consider when thinking about whether employing a receptionist is worth your money. Time. Receptionists can be an asset to any practice if they save practitioners time. Inquiries, phone calls, organisational tasks such as handling bookings, and other duties can take up a lot of your time. Time is money after all. If you have an established health practice where you can charge what you’re worth to clients, it’s a better use of your time to see more clients than handle administrative tasks yourself. Not convinced? Contrast the hourly rate you receive when you see a client vs the hourly rate you would pay the receptionist. Most times, it’s far better value for the receptionist to do this work. Technology. One of the biggest reasons health and wellness practitioners are considering no longer hiring receptionists is because of advances in technology. With online booking and payment systems now available, many of the tasks that receptionists previously would have done can now be outsourced. The fee of setting up these systems can be very minimal compared to the staffing fee and save you a lot in the long run. Some clients prefer speaking to a person on the phone, and in this case, a receptionist can be helpful in a busy practice where you aren’t available to answer the phone. Perception. The inclusion of a receptionist in your practice has an impact your clients perception of your practice. Whilst not necessarily for positive or negative, it’s something to be aware of. Many clients expect receptionists when they enter your practice. This mindset is simply due to the fact that for so long, it’s been assumed. Some clients may not be bothered, or even prefer dealing directly with you for administrative tasks. Performing your own administrative duties can show clients that you have a personal interest in overseeing all aspects of their care. On the other hand, some more traditionally-minded clients may see this as unprofessional and a statement on your practice. The receptionist has value in welcoming clients to your practice, often in your absence. The receptionist often assures people that you are aware of their arrival, which is reassuring to clients. If you don’t employ a receptionist consider how you will ensure clients who arrive early (or late) will be made to feel welcome. Ultimately, you cannot control how all people perceive your practice. So long as you have a plan in place to fulfill the welcoming function of a receptionist, it’s up to your own personal preference. Cost. Do you have the budget to employ a receptionist? Whilst they can be a valuable asset they also cost money. Experienced medical receptionists on average earn a salary of $50,000 - $100,000 a year. If your practice is unable to sustain a receptionist, or you’d like to invest that money elsewhere it may be worthwhile considering an alternative. Our final thoughts If your practice is still growing and you haven’t got the capital or client business yet, be reassured that thanks to technology your practice can still function effectively without a receptionist.
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Increase your customer satisfaction and present your business as modern and relevant with a mobile optimised website.
Mobile phones are amazing, and they’re often the tool clients first use to engage with your business online. Some people use mobile devices in the place of a computer entirely. As a device the mobile is far less powerful than a computer. This means if a client is trying to load your website onto their mobile, unless it is optimised for mobile viewing, they will be faced with slow loading times. Issues with functionality and design can mean that a site that looks beautiful on a computer screen, is barely usable on a mobile. This can be very frustrating for people. With the advent of social media and beautiful digital platforms, the expectation of your site is high. If your site isn’t optimised, the client’s you’re trying to reach may simply give up on waiting for your website to load and click over to your competitor. Don’t despair. Just ensure your website is optimised for mobile. By doing so, you’ll show that your business is up to date with the online habits of your clients. Wondering how to optimize your website for mobile? https://www.dreamhost.com/blog/how-to-optimize-your-site-for-mobile/ Want to read more on this topic? https://www.business2community.com/mobile-apps/absolutely-must-mobile-optimized-website-01871488 Beauty seems to be everywhere. From Instagram ads to the flyer advertising the beauty therapist next door - the beauty industry has traction. It’s not going anywhere, and it might even be taking over the health world. Is this something we should be worried about? Or can the health industry learn some important lessons from this industry?
Who is the expert? The lines between health and beauty are blurring. In part, this is due to the shift in consumer behaviour and perception of health professionals. Many consumers will now approach the beauty industry first to resolve a problem they may be having. Whether it’s acne or weight management, the beauty industry is appealed to and they often provide answers. In many beauty magazines and other publications, it’s not uncommon to see an article produced with the health of a medical professional. Maybe it’s ‘A Dermatologist’s 10 Secrets to Glowing Skin’, or ‘A Plastic Surgeon’s Insight into What ‘Nip and Tuck’ Really Means’, you know the articles we mean. Beauty plays a role in consulting and educating consumers on some health issues. Whether this is due to the consumer demand, or the beauty industries gradual growth into this space, it’s hard to tell. But regardless of the answer, they have a role to play in the health space. Rather than being intimidated, health and medical practitioners have the opportunity to partner with beauty to benefit both the consumer and their own business. Here’s how:
Pivoting to online The beauty industry has shown time and time again it’s adaptability when it comes to reaching its consumers. Online shopping is no different. While traditionally, beauty products have been sold in brick and mortar stores - this is changing. Many beauty companies are cutting out the retail space and using online marketing to offer direct-to-consumer access. Why? Because it’s working. Consumers are more willing than ever to purchase beauty products online. With the COVID-19 pandemic, there’s been a surge in demand for online beauty products, and beauty subscription boxes. Companies that already have an online presence have been best positioned to benefit from this trend in spending. Online shopping in preference to physical stores, allows the beauty industry to save money. How? Reduction in fees for retail space rent, distribution and the ability to target marketing efforts. Facebook and Instagram ads show the product to the consumers who will be most interested in the product or service. This is revolutionary for the industry as it typically leads to a greater buy into the product and a greater understanding of consumers. Speaking of understanding clients. Shifting to online has meant that the beauty industry is able to interact directly with customers. Social media means interaction and the ability to gain exposure and insight into your ideal market. Everything from product information, tips and tricks on product use, quizzes and giveaways has allowed this industry to harness this platform for their own benefit. Typically, social media and other digital technologies have been underutilised by the health world. There’s a lot of benefits to be gained from adopting online platforms. The beauty industry has dominated when it comes to this. Health practitioners need to consider the lessons that can be learned from the beauty industries use of online media.
Another strategy is to offer entertainment. People enjoy watching unboxing videos for a reason. They want to be entertained through the content they consume. To feel good when they interact with a brand. What online value can you offer to your clients? Aim to educate, and entertain.
Because they know who they’re trying to reach, they can develop advertising and new products or services that are most suitable for their clients. An added benefit? Less wasted money on marketing that doesn’t seem to bring any results. Who are your clients? What do they want, and how can you best reach them, based on the information you have? If you don’t have enough information, use your online platforms to investigate - running polls has never been easier! Will beauty dominate the health world? Beauty is one of the most successful industries. In a sense, it already dominates. The health world has an opportunity to assess and learn from this success or miss out. Want to read more on this topic? https://www.forbes.com/sites/richardkestenbaum/2019/09/04/the-future-of-retail-in-the-beauty-industry-will-be-very-different/#6fe24c6b6c4f Starting your own practice can be scary. You’re out on your own, relying on your personal skills and business know-how for success. Your response determines your experience. As much as we all might wish it, there’s no way of knowing what the future holds. If nothing else, the last two years has taught us that much. The unknown is big and sometimes scary looking. But it arrives nonetheless at some stage. How will you meet it? You can allow the fear of failure to stop you from succeeding, or you can rise to the occasion. No pressure. Here are some of our top tips to conquer your fear of the unknown and rise to the occasion. 1. Learn and equip yourself Yes, the future is unknown. That’s for sure. While we can’t possibly equip ourselves for all eventualities, we can be prepared for some of them. Researching your new venture will assist you in developing a plan for eventualities in your business that while new and unknown to you, others have already experienced. Learn from the mistakes (and successes) of those who have come before you. Equip yourself with the know-how to have a plan in place. Some things can be planned for to a certain degree. For example, you’re only human and will probably get sick at some point. What’s your plan for sick leave now you’re on your own? Do you have a savings plan in place? There’s some great advice available online from other professionals who’ve navigated the very waters you’re in now. 2. Lean on your community Staring into the unknown is a little less scary when there’s someone by your side. Connect yourself with a community, both professionally and personally who can provide you with the support you will need. Not sure where to find a community? Wellshare values providing opportunities for passionate health and wellness professionals to support and encourage one another as they grow their businesses. 3. Begin and succeed. Yes, the unknown is scary. But it’s also exciting. It doesn’t have to be failure that’s out there lurking in the gloom. Maybe it’s success. Until you begin your journey, you won’t get to experience the highlights that will come with your business. There will be lowlights too, but focus for now on the good that’s awaiting you. The possibilities are wide open at the moment, you just need to step up. You can do it. 1. Accountability and Monitoring:
The medical establishment ensures that beauty practices, and products are safe for consumers. Consumers need the medical establishment's involvement in the beauty industry. This ensures their safety. The medical profession and the beauty industry is well documented historically. From as early as the 18th century, doctors have been involved in discussions around healthy beauty. In 1818 Dr J B Mège published Alliance d'hygie et de la beauté. This book advised women on 'beauty secrets' and health practices. This was extremely well received and led to an increase in hygiene practices at the time. It helped set the boundaries of beauty practices, and educate consumers. Since that time, systems and establishments have been put in place to monitor the beauty industry. From ensuring safe products to banning some beauty practices, all is done with the safety of the patient in mind. Consumers may lack a level of adequate education around healthy beauty practices. Particularly if the medical establishment is absent from the discussion. 2. The role of the educator We've all seen articles in magazines where a healthcare practitioner is divulges beauty secrets. 'Can drinking Coffee help you lose weight? An expert reveals the answer'. THis is just one of the ways the medical industry and the beauty industry have become closely linked. The role of educator has become blurred. Consumers go to the beauty industry for answers on medical ailments. These have often caused perceived beauty imperfections. Thankfully, the beauty industry has invited medical professionals into their space. Rejecting the beauty industry isolates consumers and reduces access to healthcare information. 3. Beauty or medical procedure? Some medical procedures could also be considered beauty procedures. Medical treatments carried out by dermatologists for acne interacts with cultural beauty ideals. When the beauty industry has an interest in some types of medical practices. The lines become blurred between medical and beauty industry. The medical industry should not reject this interest, but rather engage. This way these ideas can be unpacked and discussed. It's important consumers feel comfortable discussing beauty practices with medical professionals. 4. Opportunity for business growth Consumers have, to a certain extent, conflated the medical and beauty industries. This means cooperation. But does this have to be a bad thing? No. There is opportunity for both beauty, and medical businesses to grow. How? Through the inclusion of broader services. Consumers value convenience. They'll often choose to use services where they're all in the one spot. Having a medical clinic or rooms close by to a beauty business increases your exposure. If you establish a good rapport with the beauty business you can encourage referrals. Beauty practitioners are trusted, and often the first witnesses to healthcare issues. Safer, healthier clients for both parties, and increased business. Sounds great! 5. Lack of Trust If a doctor rejects beauty practices, patients might not share a problem that occurred while receiving a beauty treatment. Learning new skills. Many doctors are now turning to the beauty industry and practising cosmetic medicine. Many doctors find practising cosmetic medicine rewarding. Less stress, more family time, increased income and grateful patients. 6. Losing money Cosmetic medicine is a lucrative industry. Many patients are willing to pay big bucks for the beauty outcome they're looking for. By rejecting the beauty industry, medical practitioners may lose the opportunity to enjoy this influx of cash. 7. Misunderstandings One reason the medical industry rejects the beauty industry is its focus on vanity. That is not always the case. Plastic surgery and cosmetic medicine can cause transformation in patient's lives. Improvements in mental health and strengthening of identity have value, independent of vanity. The perception of vanity in the industry is something professionals must overcome. Too often it is forgotten that these professionals help patients. Facial reconstruction after trauma, breast reconstruction following cancer and much more. An increased conversation between the beauty industry and the medical establishment is needed. It's dangerous to dismiss a whole industry on the basis of what is perceived externally. There are misunderstandings of the level of training and glamour involved in becoming a cosmetic or aesthetic doctor. 8. Consumer demand Consumers want to access beauty products. They trust beauty practitioners and want to use their services. If the medical establishment rejects beauty, it may miss out on understanding patients better. The other services a patient uses can impact their health. There may be contraindications between medications and beauty products or services, that a patient is unaware of. The demand of patients must be understood, and they need to be guided. With guidance, greater outcomes in both beauty and health can be achieved. The beauty industry and medical establishment are linked. This should not be ignored. The benefit can be gained from close discussion and collaboration. Want to read more on this topic? https://www.ncbi.nlm.nih.gov/pmc/articles/PMC1172293/ https://www.nytimes.com/2006/11/30/us/30plastic.html https://www.realself.com/news/beauty-industry-standards https://www.cosmopolitan.com/career/a47142/things-i-wish-i-knew-before-i-became-a-plastic-surgeon/ Evidence shows that consumers wish alternative health and mainstream medical work together12/1/2023 Studies have shown that consumers are using alternative health more often. It is often perceived that this is due to dissatisfaction with mainstream health avenues. This is not always the case. Data has shown that patients often access alternative health out of a belief that the treatment better aligns with their personal values, beliefs, philosophical attitudes towards health.
People often use alternative health alongside mainstream medical practices. Those who use alternative health alongside mainstream medical services are often managing chronic conditions. Alternative health can assist with symptom management, and afford consumers a sense of regained control over their health. Often, doctors are unaware that consumers are using alternative health. This use of both alternative and mainstream health shows a desire from consumers to have these health services work together for their benefit. People are willing to access both mainstream and alternative health, to achieve the best health and wellness outcomes. Practitioners need to take this into consideration when evaluating alternative or mainstream health. It’s important to be aware of other services that a patient may be accessing, and how these can interact and complement one another. It can be useful to initiate conversations with patients regarding their use of alternative and mainstream health. This enables practitioners to get a better picture of the overall health management strategies in place and offer greater support to the consumer. The Australian Government has put together a guide to assist clinicians in having these conversations with patients. By initiating these conversations, practitioners are able to better equip consumers for making decisions around alternative health treatments. Want to read more on this topic? Check out some of the studies we mentioned in today’s blog post. https://jamanetwork.com/journals/jama/fullarticle/187543 https://www.cancerresearchuk.org/about-cancer/cancer-in-general/treatment/complementary-alternative-therapies/about/why-used There seems to have been a surge in health and wellness entering into the beauty sphere. Businesses traditionally focused on beauty have begun exploring the health and wellness sphere. It’s not uncommon for publications such as Cosmo or Marie Claire to publish articles with a focus on health and wellness. With this emphasis on health, the lines between beauty and health are becoming blurred, but why?
Healthy inside and out While traditional beauty was focused on the exterior appearance of individuals, there has been a movement in recent years for inside beauty. Beauty that goes more than just skin deep. Promotion of good mental and gut health are just two areas this can be seen in. There seems to be a desire for not just external beauty, but an emphasis on the beauty that comes from within. This cultural shift is coupled with an increased understanding between internal health issues and external symptoms. People understand that some external beauty concerns can be caused by internal health issues. Such as dermatitis being caused by an allergy or bloating is caused by food intolerance. Consumers may not always realise this connection and may approach the beauty industry for a resolution to what they have identified as a problem. The beauty industry has therefore played a role in the education of people that some issues need the assistance of healthcare to be properly resolved. The beauty industry certainly has a role to play in the healthcare space, with consumers approaching them with what are in many cases, healthcare needs. Expert engagement and education To address this need, beauty companies will often consider the content they produce. Company’s such as ‘Now to Love’ (which produce the magazine’s Women’s Day and Good Health) recently produced articles ‘Is it healthier to have low fat or full fat milk in your coffee?’ and ‘This expert says managing your mental health in self-isolation comes down to three strategies’. Likewise, Marie Claire recently published ‘How To Reduce The Appearance Of 'Tech Neck' Wrinkles, According To A Dermatologist’. These articles all rely on health practitioners advising readers on a healthcare issue. In a sense, this positions these beauty magazines in the position of intermediary and educator on these issues. The reader is getting access to healthcare information, via the beauty industry. This once again shifts the line between the role of the beauty industry. Consumers are approaching them with concerns, which they are providing a level of information and advice on. Changing the trust balance In the past, the beauty industry has been heavily critiqued for promoting methods of obtaining beauty standards that were unhealthy. There seems to be an emphasis from companies on changing how they are perceived. Emphasis on promoting good health may be a part of this. Having articles that are endorsed by healthcare professionals provides readers with a sense of trust. The endorsement from healthcare providers can influence readers to be more trusting of that publication, and by extension, the beauty products it promotes. A similar thing can be seen to have occurred with the beauty industry and the emphasis on ‘clean beauty’. Producing beauty products that are ethically and environmentally sustainably produced is the new standard. The beauty industry is making efforts to recover from the criticism they have received in the past and make consumers trust them. Is this bad? Not necessarily. The beauty industry is engaging with the health sphere in new ways, mostly because of the demand from consumers. There’s an opportunity fora broader education of consumers, with ease of access to information. But that needs to be tempered by healthcare professionals to engage with the beauty industry and provide accurate, helpful information to people. Renting a medical centre room in Sydney is an important step in your business’s journey. Here are our top five tips to help make the rental process as smooth as possible.
1. Check what is Competitive Rent Sydney has a reputation for being an expensive place to rent commercial space. And this isn’t completely unfounded. Typically rental spaces in prime locations (such as in the CBD), or with good amenities, will attract higher rent prices. But don’t be alarmed, the higher price comes with a larger patient pool and therefore more opportunities to build your client base faster. Understand the value of prospective rental rooms by researching. Look up what the going rate is for medical centre room rent for other centres in the area. Doing your research will help you to avoid a situation where you are overpaying and eating into your potential profits. Also on the topic of fair rent, ask if your rent will be net, gross, or effective.
Some landlords may also prefer percentage rent—where rent is set at a percentage of the tenant’s income. So as profits go up, so too does rent. Understanding the various types of rental arrangements will help you to understand which will be in your businesses best interest. 2. Exit fees and Renewals Before signing any agreement, ensure you understand what the process is if:
Many medical centres may have early exit fees or will require you to replace yourself with another practitioner using the room before releasing you from your agreement. If changes were made to the room during the rental period there may be some ‘make good’ stipulations. Being aware of this from the beginning can help you to prepare for a smooth transition should you need to move on sooner than originally planned. Another circumstance that may arise is that your agreement may end, but you wish to continue to run your business from the property. It is good to know when signing an agreement if there is an option to renew. Having the option to renew offers peace of mind in knowing you don’t have to relocate after the initial term of your agreement. Even if you plan at this stage to relocate after the initial term, having the option of renewal ensures you have some time to change your mind -without the pressure of a replacement tenant already being discovered. 3. Security If you’re renting out a room in a pre-existing medical centre, it’s likely that there is an existing security arrangement to protect patient privacy and ensure the secure storage of medications and equipment. When touring a medical room you’re considering renting, be sure to ask about the security of the room you are leasing. Here are a few questions to consider:
Your security concerns when hiring a medical centre room may differ, depending on the services you offer. But usually, understanding the security protocols in place should offer you peace of mind. When touring a room, take note of potential risks, including those in security. Ensure there is somewhere for you to store your belongings while at work. If you’ve needed to provide your own equipment or furnishings to the room, it’s important that security is adequate to protect your investments. In some circumstances, you may be able to request additional security installations as a part of your agreement negotiations. 4. Insurance Before beginning to practice from your new room, make sure your insurance is adequate and up to date. At a minimum, you will need at least professional indemnity and public liability insurance. It is best to check with an insurance specialist or broker to make sure you don’t need any others. Ask your landlord or centre manager what their policies regarding insurance are. Some may require tenants to have additional insurance. For example, you may need contents insurance in the case that there is a theft from your room or other circumstance resulting in the loss of your property. Other insurance areas to consider:
Consult an insurance specialist prior to beginning your agreement to ensure that you’re covered. Things go wrong sometimes, so it’s important to know that when it does, you’ll be saved some stress. 5. Location When renting a medical centre room in Sydney, it’s important to consider the location of the centre. Foot traffic is an avenue for attracting potential patients and being in a central, easily accessible location is critical. Visibility also ensures that both new and existing patients are able to easily find their way into the clinic for their appointment. It may also be worthwhile looking at the online visibility of the centre. Do they have a website? Are they active on social media? To ensure you choose to work within a viable centre, it’s worth checking this out. Spend some time online looking up the centre, think about the digital experience the broader centre is offering patients. Is the information about services and medical practitioners easy to access? Can appointment bookings be made online? Ask the centre if you will be able to list your business on their website, or whether you will need to arrange your own booking systems and digital presence. Often, it works in both parties' favour to combine efforts and present prospective patients with a comprehensive health hub. If the centre is unwilling to collaborate in digital visibility, this may mean you need to be strategic when it comes to marketing your own services. Or it may be a factor as you weigh up the opportunities that come from renting a medical centre room. Why Wellshare? If you’re looking to rent a medical centre room in the Sydney CBD, look no further than Wellshare. Our beautiful rooms in the Dymocks building have blended historical charm with modern design. We have a range of rooms available for rent, suitable for medical practitioners looking to start their own business. We value the autonomy of our members. At Wellshare you’ll be offered maximum opportunities, for a great low-price. Book a tour today. Final thoughts Renting a medical centre room in Sydney can feel overwhelming at times. Remember that help is out there. Take enough time to think through your decision carefully and set yourself up well for success. If you’d like to do some further reading about setting up your own practice, check out: Starting a Medical Practice by the RACGP. Even if you’re just renting a room within a broader clinic, this document has some useful information for medical practitioners launching their businesses. Endocrinology is an ever-expanding field, with patients with specific and complex needs. Because of this, the rooms in which endocrinology consultations occur need to be well-equipped and responsive to appropriate trends.
Here’s three trends that we believe are shaping endocrinology rooms in 2022. 1. Increase in Patient Knowledge Thanks to the internet, patients now have access to a myriad of information regarding endocrinology. Access to broader information means that now, more than ever before, patients often arrive in endocrinology rooms with a pre-existing expectation of the care and treatments available to them. This can be a good thing, and a bad thing. Historically, patients have been unaware of information available to them which can lead to feelings of distress or confusion. Now, they are able to feel better equipped to make decisions regarding their health. But there’s a catch. Much of the information regarding endocrinology that patients may access on the internet may be unreliable, or inappropriate for your patient. It’s the health practitioner's role to assist patients in navigating information and providing them with reliable sources where appropriate. How does this impact the endocrinology room itself? The endocrinology room plays a subtle role in the education of patients. What materials do you have available for patients to view (in the form of posters, magazines, flyers etc.), and are these appropriate or well explained? Patients can also be assured that they are receiving appropriate care by allowing the endocrinology room’s physical presence to line up with appropriate images they may have viewed online. Engage with patient expectations for a pleasant, modern physical space such as provided by leaders in the endocrinology field. Review and compare the decor, lighting, and design aspects of endocrinology rooms to reassure patients from the moment they enter the space that they are receiving the best level of care. 2. Increase in Technology and Communication Endocrinology uses an advanced network of healthcare communication. Information regarding patients’ healthcare is often needed to be shared between medical professionals and allied health providers to ensure the best care possible is given. Technological advancements have seen that specialized endocrinology services and those in regional areas are increasing. With this, comes a need to be able to continue to effectively share across the healthcare network relevant information regarding patient care. Patients are slowly gaining access to a broader network of endocrinology and other healthcare services. To continue to support this, the healthcare network must continue to dedicate itself to effective communication and collaboration. Consider how your endocrinology rooms are equipped to effectively and responsibly share patient information when needed. Do you have a network that you can refer patients on to? How is this reflected in your space? 3. COVID The Coronavirus Pandemic has led to a need for the evaluation of how best to protect those in endocrinology practices from the virus. Some patients will have compromised immune systems, and these patients are among those most at risk of infection. At the same time, these patients have unique needs for care receiving and the inclusion of family members in this process is important. Patients receiving endocrinology management often have multiple points of contact with healthcare professionals. How to best meet these needs, as well as minimize risk for virus transmission is a challenge that cannot be understated. Some of the responses that have been implemented include splitting healthcare teams, increasing personal protective equipment, increased cleaning, scanning for temperatures, limiting visitors, and more. The pandemic has been one of the most drastic trends to change the endocrinology space. Time will tell how many of these changes will be lasting in this space. Want to read more on this topic? If you’re looking for more information on how best to adjust your practice to meet the needs of COVID-19, here’s an article As a medical practitioner, you may already feel pretty time-poor. Continuing to offer quality healthcare to patients takes up a lot of the day. So if the idea of marketing on top of what you’re already doing, fills you with dread, know you’re not alone. As a busy medical practitioner, it’s important to ensure your marketing strategies and tactics are offering you the best return for your investment.
Whether you’re looking to attract new clients, or boost client engagement with your brand, here are our top nine tips to market your business well. 1. Website Optimisation Having a clunky and outdated website is no longer something modern medical practitioners can get away with. Your website is your virtual waiting room, the first impression of your business that potential patients will receive. Ensure your site is easy to navigate, fully functional and free from clutter or unnecessary pop-ups. By having a website that is easy to use and presents a modern and professional appearance, your brand will benefit. Double-check your site carefully for any potential errors, and make sure your written copy is clear and direct about what next steps your potential patients should take. Whether it’s booking an appointment or filling out a survey — keep your goals and messages clear online. Keep sentences short and to the point. Provide the information your patients are likely to be visiting your website for (contact details, booking information) highly visible. Want to go to the next level?
A well set up website will serve your business by converting visitors into your patients. Set it up always with your patients in mind. Emphasis should be placed on information, clarity and convenience. A good website is worth the time and investment for the potential benefit it can bring to your business. 2. Focus on your Team Ideally, you or your team should be one of the first things seen when patients visit your website or clinic in person. Keeping your team of medical professionals up front can foster trust between patients and practitioners before even getting into the consultation room. There are multiple ways you could do this, and some may be worth repeating over time as new patients are attracted to your business.
3. Offer Bilingual Marketing Material In a similar vein to our point on focusing on your team, consider how you can best market the skills of those involved. If you or your colleagues speak multiple languages, be sure this is highlighted through your marketing material. Producing marketing material in both English, and in another language shows that your clinic is professional and proficient in assisting patients who may otherwise not realise they can access your care in their language. Doing this may provide you with a competitive edge to other medical professionals who although may also speak multiple languages, do not advertise this strategically. Areas to consider ensuring translations are available:
4. Respond where your patients are Social media is a fact of life for business now. But with a plethora of social media platforms around, it can feel overwhelming to know where to start. Yes, you could start up an account on all the platforms, but this likely isn’t going to be the most effective strategy. Yes, there are automated systems that will allow you to create one content piece and post it everywhere. But this will likely be a case of taking aim at all the targets and hitting none. Instead, focus your attention on where your patients are. It may be Instagram, or Facebook, or even Twitter. Once you know where they are, start up an account and take the time to study what content the most successful practitioners in your industry are producing. While you shouldn’t directly copy, this can be a good way to get inspired about connecting with your patients. Learn about what works and what doesn’t. Some of this will be via trial and error, but by developing an online presence on social media, you open another avenue of contact with your patients. Ensure you are responsive to direct messages on the platforms and have a plan for your content. What are the goals for your social media? How will you know if your presence on the platform has made an impact on your business? Be sure as a medical practitioner to always maintain your professional image online. Keep aware of AHPRA’s guidelines regarding online content for what you can and can’t do. 5. Email Marketing Email marketing from medical practitioners is often overlooked. You might be worried about ‘spamming’ or annoying people, but this often isn’t the case. Effective email marketing can provide added communication and information for patients, which is often appreciated. By popping up in people’s inboxes as a regular occurrence (weekly, or monthly is a good aim) you remind them of your service and can continue to be useful to them—even outside the clinic. Not sure what to email about? Here are a few ideas:
Emails can be scheduled in advance and utilise automated technology to communicate with your patients. This means there’s a lot of potential for positive impact on your business, for relatively minimal effort. However, whenever possible, it’s best to go for personalising emails as these tend to be far more effective than those produced and sent en masse. 6. Focus on the Patient One of the most effective marketing strategies is to provide exceptional patient care. This means all aspects of your business should focus on what you can offer your patients. From the information listed on your website to checking in with reception, their appointment and the follow up—your patients should feel valued and cared for. If your patients feel this way, they’re more likely to stay with your business and even refer people to your business. Ensure you have a welcoming environment and a staff strategy for how to interact with your patients. A consistent experience is reassuring. Build systems that make the experience better for your patients. Listen to the feedback they provide to you. Lots saying they get lost finding their way to your rooms? You may need to provide better signage, website directions or even escort your clients in. 7. Be Transparent Patients appreciate knowing how much they’re going to be out of pocket. By displaying your fees prominently on your website and in the clinic, your patients are able to financially plan for their appointment. This reduces stress and frustration for many people. While it may seem odd marketing advice, displaying your fees may contribute to attracting new patients. At a glance, they are able to determine if your services will be financially accessible for them. Some patients may be considering swapping health service providers and knowing your fees may be the deciding factor. You’ll also build a reputation of your business as one which is honest and direct. This continues to foster a trusting relationship between patient and practitioner. 8. Build your referral network Getting to know fellow practitioners can be a great marketing strategy. Networking is an opportunity for you to grow the scope of your services, and collaborate with others in your industry. You never know what opportunities will arise from this. Often when patients have a rapport with practitioners they will ask for their advice regarding other areas of health that they may not specialise in. By ensuring you have a good relationship with other professionals, this increases the likelihood that another medical practitioner will refer some of their patients to you. How to build your network?
9. Video content Video content is perfect for engaging patients. Typically people prefer the opportunity to see medical practitioners in their element. This type of content is also very shareable across social media, which can give your brand extra reach. Educating and entertaining are excellent ways to increase brand awareness and video is a great tool for this when used well. Some health clinics and medical professionals now have YouTube channels where they engage with patients. Not sure what you’d make video content about?
When making video content keep it short and direct. A few minutes is best to capture your patient’s attention. For those who want to explore an alternative to blogging, video content is a great option. Final Thoughts Marketing can feel overwhelming at times. But with these 9 tactics, you’ve got options. Rather than trying everything at once, pick one and give it a try. It may take time to figure out what will work best for your business, but the effort will be worth it in the end. |