There are signs of hope on the coronavirus landscape. More and more states are opening up and that means doctors can slowly get back to something resembling a normal practice. But what will “normal” mean in these new times? What does it mean for those who have to set budgets and make decisions for post-COVID-19 healthcare marketing?
If you haven’t already communicated general principles about how to handle the coronavirus, certainly start with that on your website and in email messaging. If you run pay-per-click ads, it’s also important to make sure their language was adjusted for the COVID-19 landscape.
For example, aggressive marketing for knee replacements would need to have been paused. Even as it restarts, you’ll have to account for any adjusted capacity based on social distancing guidelines.
That’s really just a starting point and these are matters you’ve likely already addressed. As we take a look beyond the horizon and into the rest of 2020, here are some additional things to consider.
Make expanded use of video.
This is a good idea under any circumstances, given where digital marketing is going, and it’s an even better one now. A lot of people are scared. Hearing from a doctor with a bedside manner can help calm jangled nerves and bring clarity to confused minds. If you can get the doctors themselves to sit for a regular series of 5-minute video chats with the patients, it will be a big help. You can then share the videos on social platforms, on the website itself and within your e-newsletter.
Talk about something besides COVID-19.
The market is saturated with the discussion of coronavirus from every angle. In the meantime, people still have heart problems, they still get cancer and there’s still diabetes out there. A significant portion of your audience is going to be interested in hearing you talk about the health problems they actually have, as opposed to the one they may get.
Now is also the time to talk to people who want elective surgery. You probably had to reschedule a number of procedures, from hip replacements to ligament repairs. People who are considering these elective surgeries are looking for guidance—do they need to come in as soon as possible or can they hold off for the summer? You’re the one who can answer their questions.
If possible, talk about telemedicine.
We know your office and all medical offices had to make expanded use of telehealth, from over the phone to video conferencing with patients. More than a few of your prospective patients appreciated not having to come into an office for something that could be handled over the phone. We know you face limitations here regarding what insurance and regulators will allow going forward, but to the greatest degree possible, make the offer of telemedicine a part of your post-COVID-19 healthcare marketing strategy.