Master Patient Recruitment: Grow Your Oncology Practice

One of the most critical aspects of ensuring the success of your practice is developing effective marketing and patient recruitment strategies that will spread awareness of your clinic and services to those who need your care the most. While providers are experts in patient care, marketing may not be their forte - and that is okay. However, developing and implementing a successful marketing plan can be challenging, especially for practices with limited resources or expertise. To address these challenges, it's essential to prioritize best practices that are proven to deliver results.

Marketing Best Practices for Patient Recruitment

We spoke to Caroline Hewitt, MBA, AON's vice president of marketing, to learn more about best marketing practices for patient recruitment.

"In today's competitive landscape, practices must effectively reach and engage with patients to survive and thrive," she emphasized. "While challenges like limited budgets and time constraints may arise, a well-crafted marketing strategy can help practices increase patient referrals and ultimately, achieve long-term success. By investing in effective marketing and communications, practices can build their brand, establish themselves as trusted authorities and attract a steady stream of patients."

Below are several best practices to help you craft your marketing strategy, along with how our dedicated team at AON can help you meet your goals.

Know Your Audience

Marketing and communications always start with understanding who your audience (in this case patients) are and what they need from your practice. Oncology patients are looking for specialized care, compassionate providers, seamless communication and sometimes, a clinic within a reasonable distance. By identifying the specific needs and requirements of your potential patients, whether they are newly diagnosed or navigating long-term treatments, you can better tailor your messaging to attract the right people.

Also, consider demographic and geographic factors. Are your patients primarily older adults? Are they working professionals? Do you actually converse more with your patients' caregivers than the patients themselves? Do they prefer in-person consultations or telemedicine options if available? Answering these questions and others will help you craft campaigns and messaging that speak directly to your audience and illustrate your understanding of their needs.

"Knowing your audience is the cornerstone of successful marketing," said Hewitt. "Without a deep knowledge of their needs, desires and pain points, your messaging will fall flat. By tailoring your content and campaigns to resonate with your target market, you can build stronger relationships, drive engagement and achieve your practice goals."

Map Out the Patient Journey

It is important to understand your patients' journeys, from the moment they begin searching for healthcare options to when they finally choose your practice. Think about each touchpoint a patient experiences during the journey, from an online search and social media presence to a referral from their primary care physician or other providers. Make sure each stage of this journey is optimized. For example, if a patient finds your website through a Google search, is it easy for them to navigate and schedule an appointment? If they follow you on social media, are they seeing valuable information that builds trust? The easier and more informative you make each touchpoint, the more likely patients are to choose your practice.

"I recommend visually mapping out your patient journey because it is a powerful exercise in the process of understanding the entire customer experience," shared Hewitt. "By mapping out every touchpoint, you can identify opportunities to improve efficiency, reduce friction and enhance patient satisfaction. This visual represents a clear roadmap for your team to collaborate and make data-driven decisions that benefit patients and your practice."

Define Your Unique Value Proposition (UVP)

In a competitive market like healthcare and private practice, it is important to determine what sets your practice apart from others and then communicate that to your audience. What can you offer that your competitors cannot or will not? Perhaps it is cutting-edge treatment options, personalized patient care plans or a more convenient location. Whatever it is, be sure to highlight this value proposition across all of your marketing materials and in your communications to various stakeholders, including referring physicians. Patients are looking for a provider who understands their needs and offers tailored solutions. Positioning your practice as the best option for them will help you attract new patients and retain your current ones.

"Your unique value proposition is the heart and soul of your brand," said Hewitt. "To craft a compelling UVP, start by identifying what factors set your practice apart from others. Then, clearly articulate the benefits that your customers or patients will gain by choosing you as their doctor. A strong UVP should be memorable, persuasive and aligned with your overall business strategy, mission and even patient care approach."

Allocate Your Marketing Budget Wisely

Marketing budgets can quickly spiral out of control if not properly planned. The key is to determine where your patients spend their time and focus your resources on those channels. For example, if your target audience is primarily seniors, then focusing on certain social channels might not yield the results you expect, while print advertising in local newspapers, running radio ads or billboard advertising could be more effective. On the other hand, if your target audience is younger or more tech-savvy, a strong online presence with social media and digital ads may give you a better return on investment. The important thing to remember is not to waste money on marketing channels that do not align with your audience.

"To maximize your return on investment, you will want to pay close attention to your marketing budget, and while it is tempting to spread your resources thin across different channels and strategies, focus on where your customers are," said Hewitt. "Remember to prioritize platforms and tactics that have proven effective in reaching your target audience, and if you are not sure, seek out support from experienced marketers, such as our team at AON. By avoiding the temptation to chase shiny objects and instead dedicating resources to strategies with a proven track record, you can ensure that your marketing efforts are on the right track."

Build a Strong Website and Enhance User Experience

Your website is your main real estate and digital front door. If it is outdated, slow or difficult to navigate, potential patients may leave before considering your practice and scheduling an appointment. Ensure your website is mobile-friendly, loads quickly, includes pertinent information above the fold and within three clicks, and is easy to use. Make it simple for patients to find information that they care about like physician bios, services, treatments and insurance coverage. Include clear call-to-actions such as "Request an Appointment" or "Contact Us" in a visible spot on the website. A well-optimized website, both in terms of design and content, is crucial for converting website visitors into patients.

"Your website is often the first impression potential customers have of your brand," said Hewitt. "It is crucial to create a website that is not only visually appealing but also informative and user-friendly. Focus on providing the information visitors need, rather than just what you want them to know. I believe that a well-designed website can build trust, drive conversions, and ultimately, contribute to your practice goals."

Optimize for Search Engines (SEO)

A strong search engine optimization (SEO) strategy will help your website appear higher in search engine results like Google when potential patients look for oncology practices in their area. Start by conducting keyword research to identify what terms your target audience is searching for online, such as "oncology care near me" and "best cancer treatments in the area." From there, optimize your website content, meta descriptions and images to include these keywords. Remember, SEO is a long-term strategy, but it is one of the most effective ways to drive organic traffic to your website without paying for ads.

"Investing in SEO can improve your website's visibility in search engine results pages, attract organic traffic and reach qualified leads," said Hewitt. "With an optimized website, you can establish your brand and practice as a leader and trusted authority in healthcare, drive conversions and generate a sustainable return on investment."

Consider a Social Media Presence

Social media platforms like Facebook can help you engage with your community and humanize your practice. However, you will want to choose platforms that make the most sense for your target audience. Not every social channel will be appropriate for an oncology practice. Use social media to share patient success stories, updates on new services and treatments and valuable health and practice information. It does not stop there. You will need to engage with your followers by responding to their comments and questions and using these platforms to build communities of trust.

"Social media offers a powerful platform to connect with your community and patients on a personal level," said Hewitt. "By creating and sharing inspiring and helpful content, you can be a valuable resource during patients' challenging journeys. By being present on relevant channels, you can foster a sense of community, build trust and offer support when it is needed the most."

Consider Pay-Per-Click (PPC) Ads

If you want more immediate visibility, pay-per-click (PPC) advertising is a powerful way to get your practice in front of potential patients. With PPC ads, you can target specific geographic locations and keywords, ensuring that your ads are seen by the right people. Platforms like Google Ads allow you to set a budget and only pay when someone clicks on your ad. This is a cost-effective option if done right.

"PPC ads can be a great tool to break through the competition and reach your target audience," said Hewitt. "By strategically targeting relevant keywords and creating compelling ad copy, you can drive qualified traffic to your website. When done well, PPC can be highly effective and an efficient way to achieve your marketing goals."

Consider Traditional Ads

While digital marketing gets a lot of attention, traditional advertising methods like billboards, bus ads or newspaper and magazine ads can still be effective, especially in certain local markets. Consider placing your ads where your target patients spend their time, such as near hospitals or other medical facilities. Traditional advertising can easily complement your digital efforts and create a well-rounded marketing strategy.

"We know that the digital world is loud and noisy, which is why traditional advertising still holds significant value," said Hewitt. "By combining traditional and digital advertising and campaigns with consistent messaging, you can reinforce your brand identity, reach a wider audience and achieve greater impact. It is my opinion to not overlook the power of traditional advertising as a complementary strategy to your digital efforts."

Consider Social Media Ads

Social media platforms also allow for paid advertising, enabling you to target your desired audience with more precision. Use sponsored posts to promote your services, highlight patient testimonials and showcase your latest services and treatment options. Social media ads are relatively inexpensive and provide detailed insights into performance, allowing you to adjust your strategy as needed.

"Social media ads can be a great and easy-to-manage tactic for reaching your target audience and driving engagement," said Hewitt. "I do not necessarily believe it is essential for every business, but these ads can be beneficial when used strategically. If you are interested, consider allocating a portion of your marketing budget to social media advertising to explore its potential. However, it is important to avoid common pitfalls like targeting too broadly, using generic ad copy or neglecting to track and analyze your results. By approaching social media ads with a thoughtful and data-driven approach, you can maximize their effectiveness."

Create Valuable Content

Content marketing is another crucial part of a comprehensive marketing strategy that is often overlooked. Patients often seek out information online before making decisions about their healthcare. By publishing helpful blog articles, patient stories, videos and even infographics among other types of content, you can position your practice as a trusted authority. Get started by keeping the content patient-focused and answering common questions about oncology care, treatment options and the patient experience at your practice.

"Content marketing can be incredibly moving and is one of my favorite strategies to include," said Hewitt. "By creating and sharing valuable, informative content, you can educate your audience, build trust and position yourself as a thought leader in your industry, which will help you attract patients. The goals of content marketing include increasing brand awareness, generating leads and driving conversions or patient recruitment. However, I recommend that you not create content just for the sake of creating content. Make sure your content is relevant, timely, engaging and provides value to your audience, so be thoughtful and intentional with your content marketing Otherwise, it will not perform well and potentially be a waste."

Build Relationships with PR and Media

A strong public relations strategy can boost your practice's credibility. Get involved in your local community, participate in charity events and make sure the media knows about your work. Positive media coverage can generate trust. Identify key journalists of your local newspapers and share any news and stories with them. Often, journalists are searching for stories to share, and you can become a trusted partner in cancer and healthcare topics.

"Public relations and media relations can be a strategic asset for patient recruitment and benefit your practice," said Hewitt. "By strategically engaging with the media and building relationships with relevant journalists, you can increase awareness of your practice, services and treatments. One way to get started is to share with the media content related to a health recognition day. For example, share expert insights in skin cancer during the summer months, specific cancer-related tips for National Cancer Awareness Days and news about onboarding physicians and the latest treatments and therapies offered by your practice. This type of content is always valuable to the community."

Use Printed Marketing Materials and Swag

Though we live in the digital age, printed material such as flyers, brochures and promotional swag are still useful. Having these materials available in your office, at local events or as leave-behinds at referring physician offices can reinforce your practice's brand and provide patients with something tangible to take home.

"Printed materials are far from dead," said Hewitt. "In fact, tangible items can offer a tactile experience that digital content simply cannot replicate. People often appreciate the ability to hold, read, take notes on and refer back to printed materials. Create these materials wisely and use them appropriately. I always recommend ensuring the materials align with overall marketing goals and have a measurable impact. Avoid wasting resources on printed materials that do not serve a purpose and focus on creating high-quality pieces that resonate with your audience and drive results."

Related: 6 Challenges Facing Community Oncology Practices

Why Lean on AON's Marketing Expertise

At the American Oncology Network (AON), we understand that marketing your oncology practice can be complex and challenging. That is why we offer a dedicated marketing and communications team to help you streamline and execute effective marketing strategies for not only patient recruitment but also brand awareness. Our experienced team knows how to navigate patient recruitment and brand awareness and positioning in the oncology space, using a mix of traditional and digital marketing tactics to drive results for your practice. We work closely with you to ensure that your practice's unique strengths are highlighted, and we regularly provide reports and updates that show you the performance of marketing campaigns.

"AON has an experienced marketing and communications team you can trust, and we are dedicated to helping practices achieve both marketing and patient recruitment success," said Hewitt. "We believe in a collaborative approach, utilizing all our skills and in-house resources to deliver comprehensive services that span digital marketing, traditional advertising, social media, content marketing, website management, copywriting, graphic design, PR, and communications among other services. Our goal is to provide tailored solutions that drive results and help our practices thrive in today's competitive healthcare landscape."

Ready to grow your practice and attract new patients? Contact us today to learn more about how we can help you reach your marketing goals. Visit www.AONcology.com and contact us at www.AONcology.com/contact.

Connect with Caroline at www.linkedin.com/in/caroline-hewitt-mba.

Related: Leadership Interview with Mark Moch

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