One of the best things to do for a healthcare practice that’s struggling to get patients in the door is to launch a name recognition marketing campaign. Simply having people become familiar with your clinic’s name can be enough to make them think of you when they’re in need of your services. A good name recognition marketing campaign should communicate three things:
- Who you are
- The services you offer
- Where you’re located
Let’s break down these three main objectives to give you the full picture of what each should entail.
Who You Are
When thinking about who you are as a brand, imagine your clinic as an actual person. What are its core values? What’s its personality like? How does it present itself? Answering these questions will help you get at the heart of what your practice stands for in a more concrete sense.
When communicating who you are in your marketing campaign, the primary things to focus on are your staff and the patient population you serve. Highlighting the credentials, certifications, and experience of your clinic’s doctors and ancillary staff conveys your credibility and professionalism.
It’s also important to show your office environment so that potential patients can see the cleanliness, layout, and décor of your practice. And, of course, don’t forget to include your logo.
Services You Offer
Just as important as explaining who you are, is explaining what you do. When covering the services you offer, be sure to describe the techniques you use and your patient care process. If there’s something unique about your care process that isn’t offered by other clinics in your field, be sure to point that out as well.
This will give potential patients a full understanding of what it’s like to receive care at your clinic and persuade them to choose you over your competitors.
Where You’re Located
This one is pretty self-explanatory. You always want to make it as easy as possible for people to find you. Providing your address, simple directions, and investing in some eye-catching signage is the best way to do this.
4 Tools for Carrying Out Your Name Recognition Marketing Campaign
There are plenty of ways to carry out a name recognition marketing campaign, but choosing the most effective strategy can be challenging. How you go about developing your strategy will depend on a number of different factors, such as your budget, target audience, location, and marketing resources. With these factors in mind, let’s go through some of the marketing tools you can use to improve your practice’s name recognition.
1. Social Media Ads
Social media has become one of the top places for businesses to market themselves online. Facebook, Instagram, LinkedIn, Pinterest, and Twitter all have robust filters that allow you to deliver highly-targeted ads to their user base. But it’s important to note that healthcare practices need to approach marketing on these platforms more carefully than some other companies.
Because healthcare clinics have to comply with HIPPA regulations, posting things like patient results, testimonials, or before and after pictures all require patient consent first while also having to follow the platform’s ad policy.
For a name recognition campaign, a great way to utilize the distribution power of social media is to produce a video that gives a brief overview of your practice. This video should highlight the three main topics we just covered: who you are, the services you offer, and where you’re located.
Another option would be to create a series of graphics that appeal to the key demographics within your overall patient population. These graphics can be used to promote a discount, an event, or your practice as a whole.
2 Google AdWords
Google’s advertising platform, AdWords, is right next to social media in terms of importance when it comes to online marketing. This is because AdWords allows you to advertise your practice on the most trafficked website on the internet—Google. But it’s important to note that advertising on Google can be a bit trickier than on social media.
AdWords campaigns need to be strategically implemented and closely monitored to make sure you’re getting the most out of your budget. Target keywords need to be carefully chosen and ads should be run on a schedule that takes advantage of peak opportunity times. The ads themselves also need to be properly worded and formatted to entice searchers to click on them. And when they do, ads should take them to a landing page that’s optimized to prime the user to perform a desired action.
So, make sure you do plenty of research on how to best utilize the AdWords platform before you start throwing money at it. It may also be more lucrative for you to hire a professional online marketing company to set up and manage campaigns for you.
3. Billboards
An attention-grabbing billboard in a good location near your practice is still a great way to improve name recognition. You can use billboards to advertise your practice in a number of ways. Some good ideas might include:
- Your core services
- A special you’re running
- An award your practice has received
- A patient testimonial
Whatever you choose as the primary focus of your billboard, make sure you include your practice’s logo and some form of contact information. This could be a phone number, web address, or office location. Having both of these core elements featured on your billboard will work to spread your clinic’s name recognition and offer a way for curious drivers to get in touch with you.
4. Radio Ads
Another older form of advertising that’s still effective are radio ads. Now, these don’t have to be broadcasted over one of the local stations. Online music platforms like Pandora, Spotify, and IHeartRadio allow you to run ads that target a niche of listeners. In many cases, online radio ads can be more effective and less expensive than traditional FM station ads.
But when running a radio ad of any kind, a few things are important to have: a tightly worded script, a voice actor, and a high-quality recording. With these three things in place, you have the makings of an excellent radio ad.
Start Getting Your Name Out There with Barta Media Group
Barta Media Group has over 10 years of experience helping healthcare practices and other local business improve their name recognition and overall web presence. Our in-house team can create the perfect marketing strategy to accomplish your goals and grow your business. You can reach out to us by calling 678-464-5785 or by filling out the contact form below.