Attracting New Patients to Your Practice

As a practice owner, you have a lot of critical, simultaneous priorities. Often, they seem to be at odds with each other and you are constantly pulled from one thing to another. I hope this weekly blog gives you a moment to “smell the coffee” and think about something different, or think about the same thing somewhat differently! So, on top of everything else you are doing, are you thinking about the new patients that come into your practice? 

Where do they come from? How do they hear about you? Why you? And beyond that, who is your target patient? Is your practice set up for all? Do you specialize? Are you trying to become a specialty clinic? Or shift from one specialty to another? In other words, what is your strategy? And what is your plan to achieve that strategy? What is your baseline? Without a plan, your strategy is just to hope. And without knowing where you are starting, which means you can’t possibly know if you are making progress. As Yogi Bera said, “If you don’t know where you are going, you are already there!” 

As you think about your new patients, you should certainly take a look at the Overview Dashboard in OPIE Business Intelligence, specifically the “New Patients” tab. As you think about your practice and the new patients coming through your door, keep these tips in mind.  

1. Know Your Audience 

Before you jump into marketing campaigns, know who you're targeting. Are they older adults, athletes, children, or a mix? Understanding their needs, fears, and motivations will guide your messaging. But remember that for the most part, you can’t market directly to your potential patients. You have to market to the other healthcare professionals in your area who will see these patients before you and will then recommend your services. So while it is important to understand the patient’s needs fears and motivations, you must be able to tie the needs fears, and motivations of your referral sources to the patient’s and connect the unique services you offer to both the referrer’s and the patient’s needs. 

Metrics to Measure: Response rates, feedback themes, and the number and type of new patients acquired from targeted referral sources. 

2. Optimize Your Online Presence 

First, the patient must decide to pursue an intervention that you provide, then they must commit to a provider. Once the decision is made, and regardless of your referral source's recommendation, more and more potential patients will search online for options and will not make a commitment until after that online search. Make sure your website is mobile-friendly, easy to navigate, and filled with valuable content that speaks to your target patient’s needs, fears, and motivations. 

Tip: Implement SEO best practices, such as using relevant keywords and creating quality content. Offer informative articles or videos about O&P care, patient testimonials, and success stories. 

Metrics to Measure: Website traffic, bounce rate, time spent on site, and search engine rankings. 

3. Engage on Social Media 

Having active social media profiles on platforms like Facebook, Instagram, and LinkedIn can significantly increase your visibility. 

Tip: Share patient stories (with permission), behind-the-scenes looks at your practice, and general tips about O&P care. Engage with your audience by responding to comments and questions. 

Metrics to Measure: Follower growth, engagement rate, and conversion from social media to appointments. 

4. Offer Workshops and Webinars 

By providing value upfront, you position yourself as an expert. Consider hosting monthly workshops on various topics – like living with a prosthetic, sports activities for amputees, or the latest in orthotic tech. Make sure these activities align with the needs, fears, and motivations of your target patient population. 

Tip: Promote these events heavily on your website, social media, and through email marketing. 

Metrics to Measure: Number of attendees, participant feedback, and the number of new appointments following an event. 

5. Leverage Patient Referrals 

Word-of-mouth is golden. Encourage your existing patients to refer to your practice in their social media activity. Encourage them to use a hashtag that you monitor and can respond to.   

Metrics to Measure: Number of referrals, conversion rate from referrals, and feedback from referred patients. 

6. Collaborate with Other Healthcare Professionals 

Networking with doctors, therapists, and other healthcare professionals can lead to a steady stream of referrals. Share outcomes data, create an environment of collaboration, and send patients to them for care that is consistent with your care plan. 

Tip: Organize joint events for your patient population, offer to provide them with materials about your services, and conduct information sessions at their facilities. (But please do not “show and tell” the latest foot or joint!)  

While these tips give you a roadmap to increase patient acquisition, remember, that it's essential always to stay authentic, focus on building genuine relationships, and prioritize patient care. With consistency, you'll not only grow your patient base but also establish a reputable O&P practice that stands the test of time.