We live in the era of influencers. From beauty products to fashion trends, influencers have become the driving force behind many of our purchasing decisions. But what about healthcare? Can patient voices be influencers in the same way?
The answer is a resounding yes. Patients are more empowered than ever to take an active role in their health and share their experiences with others. This shift toward patient-centered care has launched a new era of healthcare marketing that can amplify patient voices to create a meaningful impact.
Why Patient Voices Matter
The healthcare industry is a complex and highly regulated environment. While traditional digital marketing strategies are still effective, patient voices provide a uniquely powerful opportunity to engage with potential customers. Not only do they provide valuable insight into the patient experience, but they also offer a platform to build credibility and trust with your target audience.
According to recent data, 82% of Americans utilize social media. That means patient influencers have a vast and diverse reach just waiting to be tapped into.
Building Your Patient Influencer Network
If you want to leverage patient voices in your healthcare marketing campaigns, the first step is to build a strong influencer network. Start by identifying patients who are passionate, knowledgeable and willing to share their experiences with others.
These individuals don’t necessarily have to be widely known or have a large social media following. Instead, look at your previous patients who have had successful outcomes, and ask them if they’d be interested in communicating their stories with the public.
Creating Engaging Content
Once you’ve identified your influencers, the next step is to create engaging content that encourages your target audience to take action. Patient testimonial videos, podcasts and blog posts are all great ways to highlight their experiences and detail how your services enhanced their quality of life.
If they’re willing, these patients could also share their stories on their own social media accounts. This will create more organic engagement and allow potential patients to connect with your practice in a more personal way.
Adapt Content Across Various Marketing Channels
Your content doesn’t have to be limited to one platform. In fact, you should strive to adapt patient stories across multiple channels to reach a wider audience. Social media posts, email campaigns, and even traditional print ads are all effective ways of amplifying patient voices and getting the word out about your practice.
Long-form testimonial videos can be used to engage with potential customers on YouTube, while shorter snippets can be shared on Instagram or TikTok. Similarly, written testimonials can be included in newsletters or other marketing emails for maximum impact.
Establish a Patient Advocacy Group
Moving beyond digital marketing, there is also great value in establishing a patient advocacy group. This is a great way to break down silos between patients and providers and ensure your healthcare services continue to meet the needs of the patient community.
Patient advocates can provide invaluable feedback and suggestions to help improve the quality of care while creating meaningful connections with potential customers.
Additionally, patient advocates can promote your practice through word of mouth and other organic tactics. This could include attending events, speaking at conferences or even writing guest blog posts. They could also talk to new and potential patients one-on-one to answer questions and provide reassurance, further building trust with your organization.
It’s Okay to Start Small
Patient voices are an incredibly powerful tool in healthcare marketing, but you don’t have to go all-in right away. Even utilizing star-based patient reviews on your website or online listings can be an effective way to start building a patient-centric culture.
Remember, building trust and credibility with potential customers is key to long-term success, and the goal should always be to create meaningful connections that will encourage them to become loyal patients of your practice.
Expand Your Digital Marketing Capabilities with Levo Health
If you’re looking to leverage patient voices in your healthcare marketing campaigns, Levo Health is here to help. Our full-service healthcare advertising and consulting agency has the expertise and experience to help you build a strong influencer network, create engaging content, and amplify patient voices across multiple marketing channels.
Contact us today to learn more about our award-winning branding, data-driven targeting, and HCP/D2P marketing strategies. Let’s work together to make a positive impact on patient care.
