When patient volume declines, many practices immediately look for ways to reduce expenses. While managing costs is important, it's equally important to focus on bringing new patients through your doors by making it easy for them to find your practice, learn about your services, and schedule an appointment.
Today's patients do their homework before choosing a physician. They search online, read reviews, visit practice websites, and compare their options before making that first call. A strong online presence and a positive patient experience can make all the difference when someone is deciding where to receive care.
Make Your Online Presence Work for You
Your website is often the first introduction patients have to your practice. An outdated or difficult-to-navigate website can discourage potential patients before they ever make contact.
Don't overcomplicate it. Patients generally look for four things:
- What you do: Your specific services and specialties.
- Who you are: Doctor bios that feel warm, approachable, and qualified.
- Logistics: Clear location maps, accurate hours, and a direct phone number.
- The “Book” button: A prominent, unmissable call-to-action for new appointments.
Optimize for Local Search Engine Optimization (SEO)
Claim and optimize your Google Business Profile listing to ensure your practice appears in local search results and Google Maps with accurate information, photos, and updated hours. Use local keywords such as “family doctor in [city]” or “urgent care near me” on your website and blog to improve search visibility. Additionally, seek local backlinks by partnering with community organizations or local businesses to boost your website’s search ranking.
Leverage Social Media Marketing
Create engaging content that includes health tips, patient testimonials, staff introductions, and behind-the-scenes glimpses to build trust and familiarity. Use targeted ads on platforms like Facebook and Instagram to reach potential patients in your area based on location, demographics, and interests. Be sure to engage with your audience by responding promptly to comments and messages, demonstrating that you are attentive to patient care.
Ask for Reviews
Patients trust online reviews, so don't be shy about asking for them. Place a small sign with a QR code at the checkout desk that links directly to your Google Business Profile or Yelp business page. At checkout, train your staff to ask two important questions:
- "How was your visit today?"
- "Is there anything we could have done better for you?"
If the visit meets the patient’s expectations, train your team to respond with “We love hearing that. Would you mind scanning this QR code and sharing your experience online?”
Listening to your patients builds loyalty with a better opportunity for referrals to friends and family members. If they had a less than perfect visit, it gives you the opportunity to rectify not only the issue immediately, but also shows the patient that their opinion matters to the practice. This can help lessen any poor online reviews and strengthen the patient/practice relationship.
Improve Access and Convenience
Patients often choose practices based on how easy it is to get care. Evaluate your patient experience from the first phone call to the final visit:
- Are calls answered promptly, or is there a long wait time on hold?
- Can new patients schedule appointments easily via the practice website, patient portal, or other online applications?
- Are appointment options convenient?
- Are reminders and follow-ups consistent?
Invest in online appointment scheduling and automated reminders. Simplifying the appointment scheduling process with easy-to-use online scheduling tools and automated reminders can reduce no-shows and improve patient engagement and satisfaction, as well as save staff time to focus on the patients that are in clinic.
These small improvements in access can make a significant difference in patient acquisition and retention.
Implement Telehealth Services
Offering virtual visits adds convenience for patients with busy schedules or mobility challenges. Promote telehealth options prominently on your website and marketing materials to attract tech-savvy patients.
Stay Connected With Existing Patients
Growing your practice does not always require finding entirely new patients. Your existing patient population represents one of your greatest opportunities for growth.
Identify patients who are overdue for preventive care, chronic disease follow-up, annual wellness visits, or recommended screenings. Proactive outreach through phone calls, HIPAA secure text messages and email, or the patient portal can encourage patients to return for needed care while strengthening long-term relationships and improving continuity of care.
Host Community Events and Health Workshops
Offer free screenings or educational seminars to raise awareness of your practice and position yourself as a trusted healthcare resource. Participate in local health fairs or sponsor community sports teams to increase visibility and foster goodwill.
Partner With Other Healthcare Providers
Build referral networks by connecting with specialists, physical therapists, dentists, or pharmacists who can refer patients to you. Collaborating on care coordination offers seamless transitions between providers, enhancing patient satisfaction
and trust.
As the healthcare landscape changes, it is important to find new and creative ways to continue to support your practice and your patients.
If you need help marketing your practice, or would like to take advantage of free practice management consulting available to you as a member of the Cooperative of American Physicians (CAP), please call My Practice at 888-870-1885 or email MyPractice@CAPphysicians.com.
Andie Tena is CAP’s Assistant Vice President of Practice Management Services. Questions or comments related to this column should be directed to ATena@CAPphysicians.com.