Fostering a message of inclusion is one of the best ways for a medical practice to achieve patient diversity. It is important to physicians that all patients have equal access to healthcare, but studies have shown that people of color are less likely to trust their provider or perceive a good clinical experience when treated by a Caucasian. To best serve the population, doctors can utilize digital marketing to change that narrative by reaching a broader audience to promote standards in medicine, where each patient is welcomed by providers. An office should communicate that diversity is not only encouraged but also accommodated.
Know the Platforms’ Audiences
The Pew Research Center conducted a study on social media use by race and ethnicity and discovered which platforms were preferred by whom. When navigating the various forms of social media, providers could determine what their target audience may be on a certain platform. The Center discovered that Latinos and African Americans use Instagram more than other groups polled, while Caucasians tend to make up the majority of Pinterest users. The use of different sites can also vary by age, with Facebook capturing an older audience than its newer social medial counterparts. When a medical practice delves into the available research, it can assist with marketing efforts designed to attract a broader patient base.
Ease of Access
A modern way to reach a multitude of potential patients with healthcare marketing is to create a mobile app for Android and iPhone users. Smartphone applications are designed specifically for use with a mobile device, so aspects of the site load quickly. Mobile apps are easy to navigate and allow different users access. Some apps may provide information in another language, display information tailored to variously-abled individuals, and feature inclusive images. Diverse audiences will find that they can relate to the content, which enables healthcare organizations to remove some of the existing barriers in the industry.
Formulate Marketing Campaigns with a Clear Message
When seeking to improve patient relations, content marketing in healthcare should also send a clear message of zero tolerance for discrimination. Diversity inclusion in a medical practice is a universal concept that everyone must follow, and staff should be trained accordingly. The healthcare industry can utilize marketing strategies with messages of great healthcare access to all and provide ways this will be facilitated.
Provide Important Health Information Online
In some areas, certain demographics call more ambulances, make more visits to the emergency room or schedule doctors’ appointments for routine health matters than may be handled outside of the medical setting. By providing health information to an audience, practitioners can better triage critically ill patients and care for their needs. Certain groups, typically those who are younger and educated Caucasians, tend to appropriately self-diagnose through online means. By incorporating readily understood medical literature, various healthcare support numbers, and options for telemedicine, doctors can reach a greater diversity of potential and existing patients. This may also offer an at-home alternative to patients who tend to avoid visiting the doctor because they are untrusting.
Utilize Search Engine Optimization (SEO)
Google is the most advanced site to use when searching for anything online, and its algorithms can be capitalized on through writing that adheres to current SEO techniques. Companies like Surgeon’s Advisor have teams of experts that employ various methods to provide audiences with the content they are searching for. By working through the parameters set by the search engine, improving patient inclusion is feasible. A patient may need to visit a practitioner who speaks their language, or a provider who specializes in differently-abled patients. Through SEO research and marketing, a practice can target specific audiences seeking their benefits and services. While outreach is still important, SEO marketing provides a different avenue for patient inclusion.
Who Should Implement These Changes?
When a business seeks to advance its marketing strategies, it is often the vice president of marketing who presents important information to be considered. In the healthcare industry, there are similar roles to execute new approaches in marketing. When looking to achieve diversity in patients, top executives can help an approach gain momentum. Typically, the first phase of marketing is to set a goal, which in this case would be to create an inclusive online presence through marketing. Next, the team may seek out research designed for their specific needs, where evidence shows how various individuals are best served. Finally, the marketing team can design campaigns to promote patient diversity in healthcare. While this is a simplified outline of one approach, the information in this article provides a variety of techniques that can be incorporated into a more robust plan. Surgeon’s Advisor continually seeks to support businesses in their mission of improvement in healthcare through modern means.