Seize the Moment Marketing: How to Drive Web Traffic with On-site Media

Anne Moss Rogers
Marketing Health Services
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Key Takeaways
  • One of the most cost effective ways to get more online reviews, Facebook likes, or Twitter followers is to promote them from within your practice.
  • Getting patients to initialize engagement after they leave means they have to remember to engage after they leave your office, which means the follow-through percentage drops dramatically.
  • Use on-site media to capture information and inspire an action that drives traffic for online engagement to put you in front of your target audience with greater frequency and relevancy.

Want more online reviews? Need more Facebook likes or Twitter followers? Do you want patients to register for your online patient or payment portal? Or how about more customers in your gift shop? One of the most cost effective ways to meet these goals is to promote them from within your practice or healthcare facility while your target audience is in the moment and on the premises. One of our health care clients grew their Facebook likes 30% simply by placing tent cards in their waiting rooms.

If you take it one step further and personally ask patients to “like” your page, results are even better since they can do it immediately on their smartphones, which they probably already have in their hands at that moment.

This type of new marketing requires consumers to seize the moment. Getting patients to initialize engagement after they leave means they have to remember to engage after they leave your office, which means the follow-through percentage drops dramatically.

Let’s say you want patients to register with your new patient portal. For starters, educate current patients with in-office media such as a tent card, a flyer or poster and badges worn by personnel. For example: “Ask me about our easy online prescription refill request form.” Notice I did not suggest, “Join our patient portal.”

By now, some patients might know what a portal is, but that offers no obvious benefit to them, so they’re not likely to pay attention. You need to give them an incentive to register.

Patients love online refill requests because they can do this after hours. Keep in mind that you have to have an internal process to support the requests, such as a nurse who is assigned to check it at least twice a day to get the requests funneled to the doctor.

You can take this a step further and also use social media applications such as Foursquare to notify patients of special perks for checking in, such as “Balloons in our gift shop 99 cents. Today only!” Or put a message on your free guest Wi-Fi login offering a complimentary coffee if they "like" your Facebook page.

Using on-site media to capture information and inspire an action that drives traffic for online engagement will put you in front of your target audience with greater frequency and relevancy, helping you meet and exceed important goals for your practice or health care facility.​




Author Bio:

 
Anne Moss Rogers
​Anne Moss Rogers, a former copywriter with 14 years of health care marketing experience, is cofounder and creative director of Impression Marketing. You can find Anne Moss @ImpressionM on twitter and Impression-Marketing.com.
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