Many doctors say the growth of their Direct Primary Care (DPC) or Concierge membership practice is due not to marketing, but to “word-of-mouth”. Let’s take a look at how positive word-of-mouth has everything to do with effective marketing strategy.
Word-of-mouth marketing can be the most valuable form of marketing. But it’s certainly not something to leave to chance, hoping others tell your story for you in the most positive light.
Actively controlling your own brand and message harnesses the true power of word-of-mouth.
Patients promote a practice by sharing personal experiences with friends, family, neighbors, and co-workers. They tell their stories in-person and online through social media; their trusted word provides “social proof” that is meaningful and influences the decisions of others. For example:
- It’s so good you’ll look forward to going to the doctor’s office!
- The customer service is amazing!
- I am seen so quickly and my care is exceptional!
But what if it’s not entirely positive?
What are the chances you’d choose that doctor if you saw such a rating? At the very least, you’d probably look for what more reviewers say. And even if there are more positive reviews mixed in with the not-so-good, how much confidence would you have in someone others say they would NOT recommend?
Here are just a few tips to make word-of-mouth work for you, not against you:
#1. Connect and reinforce the benefits
Communicate clearly and frequently all the ways your practice may benefit patients. Check in with your membership coordinator to see if they need help articulating the value more effectively. Engage with members by sending e-newsletters with seasonal tips and announcements of new services and upcoming events. Before membership renewal time send a practice update letter to “prime the pump”. Patients will be better equipped to spread the good word to others if they’re reminded of the value of membership.
#2. Provide positive things to talk about
Build a sense of community, a feeling of family among your members to foster loyalty and connection with the practice. Connect on social media platforms and hold a “welcome new members” open house. Plan special ongoing member events such as group classes, seminars, and webinars, and encourage members to bring a friend or family member. You might consider planning “members only” social events too.
#3. Offer opportunities to share
Facebook and Instagram are great ways to engage with patients and encourage a sense of community and sharing. As with any social media strategy, it’s only worthwhile if it’s a tool you enjoy using enough to stick with it over the long term.
Ask patients who have already expressed their appreciation and support if they’ll provide an online review. You’ll need to periodically monitor and secure updated reviews to manage your reputation and successfully attract new patients. If you discover any inaccurate or disparaging comments, try to have them removed.
The more engaged and excited members are about a practice, the more they will promote it. And the more unique and creative a practice is, the more they’ll talk about that too. These are just a few of many important ways to demonstrate value and maximize retention, and to give members good reasons to help spread the – positive – word!
P.S. I want to note the importance of brand consistency in helping people spread your message. The value proposition, logo, colors, website design, office environment, experience in the office – they all come together to help tell your story. Maintaining consistency with branding keeps that story intact!
