Many factors go into managing a successful OB/GYN practice—patient care, office workflow, billing and claims, data security, and… marketing?
In today’s digital age, managing the online reputation of your practice isn’t optional. Research shows 72% of potential patients will assess online reviews when choosing a provider, and current patients must remain positively engaged to build patient retention.
Maintaining a good reputation is crucial for OBGYN practices, as it directly influences patient trust and practice growth. To develop a working reputation management plan, tap into these tactics for OBGYN marketing.
Most patient visits begin and end at the front desk, impacting their experience and perception of the office. It’s vital that your administrative team is committed to patient interactions that are caring, empathetic, and efficient to leave a lasting positive impression. Greeting patients warmly, asking open-ended questions, and using active listening to address any concerns can help shape how patients feel about their OBGYN visit.
While the front desk is the start-and stop-point of most visits, it’s important to engage your team in training that builds skills for friendly and professional interactions at all touchpoints. With more patient autonomy thanks to patient portals, self-scheduling, and virtual visits, every interaction is a chance to impress a customer. Research continually shows that an empathetic, person-centered approach to healthcare is crucial, so it’s wise to include these concepts intentionally as part of your obstetrics marketing strategy.
Whether it’s a welcome outlet or an annoyance, every practice must build and monitor its online presence. From brand recognition and referrals, to practice credibility and patient accessibility, OBGYN marketing strategies must address how the practice is showing up online. Paying attention to this aspect of business helps identify areas of improvement and opportunities to engage with patients.
Managing your online presence includes tasks like:
Take some time to honestly review your digital presence to determine whether your OBGYN marketing plan needs to be adjusted.
OBGYN patients are often willing to share their experiences with a practitioner's office, especially when it’s convenient. As you determine your obstetrics marketing approach, initiate strategies to encourage happy patients to leave reviews. For example, include prompts, asking specific questions about individuals’ interactions.
While reviews can be collected in the office, testimonials are most helpful when they’re published online and accessible to potential new patients. One strategy to consider is adding a link to leave a review of your practice in follow-up emails.
Schedule regular times to assess what patients are saying about your practice. In case you receive a negative review, respond professionally and promptly. Demonstrate your commitment to patient satisfaction and continuous improvement by addressing complaints proactively and privately, when appropriate.
It’s clear that OBGYN marketing is important, and there are many levels at which you can engage. Some practices may not have enough time to spend on obstetrics marketing. Familiarize yourself with useful tools or services that help monitor and manage your reputation.
OBGYN offices can track their online presence using tools like Google Business Profile, reputation management platforms, and social media management solutions to monitor reviews and engagement. Additionally, Google Analytics, SEO programs, and patient engagement platforms can help optimize your website performance and enhance your overall reputation.
If your practice needs more support some EHR vendors like ObGyn-Cloud offer reputation management and marketing solutions to bolster your efforts. Outsourcing relevant tasks can help relieve your administrative burden and realize the benefits of a working marketing plan. Understand the tools and resources that are at your disposal, roll out a strategic roadmap, and analyze results to make adjustments year after year.
By prioritizing patient satisfaction, establishing an online presence, and monitoring patient reviews, OBGYN practices can build and protect a strong reputation in the healthcare industry. When you proactively manage these aspects, OBGYN marketing efforts can truly cultivate a good reputation, increasing patient trust and practice growth.