Ask Alex

"What are the marketing benefits of ‘going green’, and communicating with patients about sustainability?”

This issue is all about going green and improving sustainability in a traditionally wasteful industry. From a marketer’s perspective, while it might seem cynical to consider the environment to improve your marketing, there are real benefits if you are being honest with your patients.

Remember, patients have more choice than ever in their clinic, and some are doing masses of research before selecting a place to take a consultation. The environment, climate change and sustainability are real issues that more are taking seriously, especially young people who will ‘age in’ to clinics soon.

Ultimately, if you discuss the steps that you’re taking to make your business more sustainable, you can benefit from a positive reputation, allowing you to stand out in an increasingly crowded industry. This could earn you greater loyalty from eco-conscious patients, who see you as the obvious place to spend their money.

Whatever practices you’re using – reducing waste, switching to reusable consumables (where medically suitable), paperless systems, changing energy to renewable – you can celebrate this.

There are also companies that will help you offset the carbon generated by your business, and companies you can donate to with each transaction, such as buy one give one (B1G1), where you give to social or environmental causes.

Making patients aware of the steps you’re taking towards a greener business can come through your social content and a sustainability statement on your website (either in its own page, or on each treatment page). When engaging with peers at professional events or speaking at conferences, if you truly feel proud and passionate about sustainability, you can celebrate it there and share tips. Existing patients can be educated on your eco-practices via email, or in the clinic environment, and this is another ‘stickiness’ factor for marketing to keep patients retained.

Of course, there are some drawbacks to this marketing. Consumers can generally spot greenwashing, which is running marketing and PR to convince them that you’re environmentally friendly when you aren’t. The investment required in green practices can be a saving in the long run, but you may not have the upfront capital to do it.

To appeal to eco-conscious patients looking for treatments, you’ll have to be consistent with messaging and delivery, but over time, in both digital and traditional in-clinic marketing, you can become known as a clinic which does its part for the planet.

Overall, delivering on making your clinic more eco-conscious and shouting about it can not only benefit the planet, but your bottom line. If you’re solely thinking about the marketing benefits of implementing greener practices in your clinic, watch out, you might get accused of greenwashing.

ALEX BUGG

Alex Bugg works for Web Marketing Clinic, a family-run digital agency, which specialises in medical aesthetics. The business builds websites and delivers marketing campaigns for doctors, nurses, dentists, distributors and brands. Contact her at: alex@webmarketingclinic.co.uk or follow her on Instagram: @webmarketingclinic