The reality of healthcare providers is not business as usual anymore. Decades of change which encompass the channels of care delivery, science and technology, workforce shifts, and modes of patient engagement have taken place in the last few years. When it comes to the latter, digital engagement is here to stay, and with it, the challenges of medical practice marketing become evident.
As far as digitally attracting and retaining patients, implementing effective marketing strategies can feel like trying to diagnose a tricky condition without a clear set of symptoms—confusing and challenging, but essential to get right. However, there is one key to starting on the right path: finding and imprinting your voice.
Defining “Voice” in Medical Practice Marketing
Your voice is your imprint, it’s what makes you you, and therefore stand out among the crowd. Sure, any doctor can have a social media profile and a website, but they are not you. Your bedside manner, your aesthetics, the way you approach your practice is what you have to offer that will set you apart.
Just as you intuitively express your unique personality in every aspect of your practice—from selecting the location, designing the office, choosing staff that aligns with your vision, to the way you interact with your patients—this authenticity naturally permeates everything you do. Now, in a healthcare industry where modes of patient engagement have shifted towards virtuality, it’s essential to actively project this same authenticity in your online presence and marketing efforts.
By aligning your digital voice with the values and personality that guide your practice, you can create a compelling and consistent brand that resonates with patients both in and out of the office.
Why Does Voice Matter?
The following statistics show what customers notice about brand content online:
- 40% say memorable content
- 33% say distinct personality
- 32% say compelling storytelling
Your brand voice is embedded into everything you put out online. These insights highlight how important it is to harness it to connect with your current and prospective patients. It means that projecting a clear, authentic voice is crucial not only for standing out in a competitive market, but also for building trust and engaging effectively with patients.
When you convey your unique personality and values through your digital presence, your audience will create a memorable and meaningful connection with you, which will ultimately lead to your practice enhancing its reach and reputation.
If we circle back to what customers respond to: memorable content, distinct personality, and compelling storytelling—this is exactly what your brand voice can cover… when you get it right.
🥼➡ Check out our webisode on this topic: What are the components of medical marketing?
Defining Your Voice
Crafting a voice that authentically represents you and resonates with your audience requires introspection and self-awareness. The challenge in medical practice marketing is finding the balance between genuineness and the expectations of your audience.
To find your own voice, we recommend following these key steps:
- Self-Assess. Reflect on your values, mission, and the unique aspects of your practice. What principles guide your work? What differentiates your approach from others?
- Identify your audience. Understand who your patients are and what they value (apart from excellence of care).
- Review your online presence. Have you Googled yourself? Do you feel that what comes up represents you? Look at how you communicate, how you are talked about, and assess what might be missing in terms of expressing your unique personality and values.
- Experiment. Start projecting your voice in small ways to test how your audience reacts to it—a social media story, a short video, etc. This approach will allow you to adjust based on feedback and engagement.
- Actively seek feedback. Collect input from colleagues, staff members, patients and marketing professionals. Their perspectives can provide an insight into how you are perceived and how you might refine your messaging.
- Stay true to yourself. Candidness builds trust and helps create a meaningful connection.
- Stay consistent. This might be hard at first as you explore the world of medical practice marketing; but once you have found your voice, it will become increasingly second nature to apply it across channels.
Final Thoughts
Finding and amplifying your unique voice is not just a marketing strategy; it’s a vital step in establishing a strong, authentic connection with your patients and your patients-to-be. Admittedly, it is easier said than done; that’s where a medical practice marketing agency comes in to lend a hand.
A specialized agency can help you audit your online presence and bring out your distinct voice. At White Coat Web, we specialize in transforming healthcare practices by aligning their values and branding with their content across all channels.
If you have been thinking about ways to craft a digital presence that truly represents you and resonates with your audience, let’s work together.