ASK Alex

“Where do I distribute educational information and content for patients?”

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

We all know patient education is paramount to trust and the patient experience. Content that shares educational, helpful information assists new patients validate their choice when booking in with you and helps retain existing patients. Education should be a cornerstone of any medical aesthetics business.

Patient education isn’t just about the run-of-the-mill suitability and aftercare information, either. You are probably already dropping ‘knowledge bombs’ on social media and sharing condition information on your website. This content doesn’t have to be boring and feel clinical all the time—sometimes, the plainer English we use in medical aesthetics, the better.

Social media applies at every stage of a patient’s content journey. Educational video reigns supreme for its ability to hook viewers, answer questions and empower patients. Carousels and threads are two other formats which I really enjoy right now.

It’s not just all about social, though. Here’s a rundown of where Web Marketing Clinic clients share information across multiple formats (printed and digital, written, video and audio). Hopefully, there are some areas where you realise you can step up your content game, too.

#1 THE INTEREST STAGE

This is where patients first come across you, whether that’s via hearing your name from a recommendation and searching for you, or via searching online for nearby clinics.

Your website is your hub for patient education, including treatment and condition pages filled with information, frequently asked questions, and videos. Blog posts on specific topics and trends also contribute. Rich content builds trust and leads visitors on a journey to enquiry, and helps with search ranking.

It’s not just about the newsletter. When a patient fills in an enquiry on your website for a specific treatment, you could personalise an email reply with more information on that treatment, giving them more information and when to expect a follow up.

I also think we underestimate the power of networking and in-person talks. These can be events in your clinic or getting out into your local community to deliver educational speeches. Delivering education to your wider community can also doubleup as social media content too, if you film it on your phone!

#2 DURING PATIENT VISIT

When a patient makes itto clinic, theirtime in clinic can be just as much of a learning experience aswhentheywere shopping around. You’ve alreadyemailed any “must know” information out before - this is bestwhen automatedviayourclinic software ofchoice.

QR codes placed in clinic can share links to your website, blog and social platforms to give patients something to check out in the waiting room. Printed material, although not best for the environment, still has a place in marketing too. Video screens in clinic can show prerecorded education. This material is often available from brand reps, but to make it even more targeted and personalised to your target patient, why not film your own?

Of course, during consultation you’ll be looking to empower your patient with choice and explain the options available to them. Good photography and videography can demonstrate possible results and ease any nerves about the treatment process itself.

#3 POST APPOINTMENT

Now that your patient has had their treatment, that doesn’t mean their aesthetic education has to end.

Automated follow-up emails can redeliver any aftercare advice. I like it when clinics send more than one check-in email, especially for more aggressive treatments that do have downtime. These complement the aftercare experience and follow-up appointments nicely.

As well as automated, personalised emails, your newsletter can share blogs from your website, your top-performing social posts and any monthly updates from your business such as new treatments, offers or hires. Patient portals allow access their notes and history, and give reminders on treatment reviews and products.

Reviews are also an integral part of patient education - they empower others with the emotions of a treatment, not just the medicine. So, post appointment, make sure you ask if your patient will leave a review to help others!