Telehealth use took off during the COVID-19 pandemic, prompting some experts to herald the beginning of the Telehealth Era. However, as the effects of the pandemic weakened, so did the attraction of telehealth services. According to recent stats, telehealth visits have plunged from a high of 31.2% of overall patient visits in the second quarter of 2020 to 5.8% in the third quarter of 2023.
These stats hold two important messages for telehealth providers. The first message is: telehealth works. Stats show not only that people will use it, but also that they appreciate the benefits it offers. Surveys reveal that 86% of patients who experienced telehealth had a positive experience, with 91% saying they are more likely to choose providers who offer telehealth.
The second message is: there is work to be done. Telehealth providers know they have a valuable service. The challenge before them is communicating telehealth’s benefits in a way that effectively attracts new patients.
The following are some strategies that can be used to create an ongoing inflow of new telehealth clients.
Leverage Digital Marketing
For many people, Dr. Google is the first place they turn when they have a health concern. Statistics show that 5% of all Google searches are health-related. And Dr. TikTok is growing in popularity as well, with nearly 90% of Americans now saying they turn to social channels for health information.
These stats reveal that there are many potential telehealth clients looking for helpful information online. By leveraging digital marketing, providers can connect with those seekers and guide them to effective services.
Search engine optimization (SEO) is an integral part of any digital marketing strategy. Essentially, SEO is a strategy that encourages Google and other search engines to see your online content as the best response to search queries. Employing SEO requires an investment of both time and money, but it can be very fruitful as a way of connecting with potential clients.
Having a strong presence on social media is another key element in digital marketing. Social engagement can improve your relevance among the demographics that utilize social media. It also allows you to practice social listening, which can provide key insights on positioning your marketing efforts.
Offer Free Consultations or Trials
The stats on telehealth reveal that a huge number of people are open to telehealth and a much smaller number of people have experienced it. To help bridge that gap, telehealth providers can offer free consultations or trials.
Recent studies show this approach can be very effective. A 2023 poll revealed that 27% of participants had a negative perception of telehealth before trying it. After having a telehealth experience, 90% of those participants said they would recommend it to others.
When compared with traditional in-office visits, telehealth services offer increased accessibility, enhanced convenience and improved efficiency. Free consultations can highlight all of those features, showcasing the benefits of telehealth and encouraging patients to buy in.
Partner With Complementary Businesses
Cross-promotion, in which two or more businesses collaborate to promote each other’s products or services, can be a powerful marketing tool. Telehealth companies can use it to expand their reach and lower marketing costs.
The key to effective cross-promotion is identifying potential partners who are also connecting with your target demographic. For telehealth providers, this can include health care providers, wellness centers, insurance companies and retirement communities. Common cross-promotional campaigns include joint promotions such as contests or giveaways, sharing content as part of social media campaigns and referral programs.
Trust transfer is one of the key benefits of cross-promotions. As telehealth providers partner with reputable partners, they gain an endorsement that can improve their credibility in the marketplace. The customers who trust your partner could be more inclined to trust your brand as a result of the partnership.
Highlight Your Unique Value Proposition
As shared above, many potential clients remain in the dark about the benefits they can gain by engaging in telehealth services. Promotional efforts highlighting telehealth’s unique value proposition can help educate potential clients and motivate them to connect.
Telehealth makes health care more convenient, reducing travel time and giving patients access to a greater number of health care experts. It is also more efficient, streamlining the entire process from scheduling to consultation to follow up. For those concerned about being exposed to illness in health care facilities, telehealth provides increased safety and peace of mind. Highlighting these elements can help potential clients see that telehealth is not just another way to access care but a better way.
Attracting new clients is critical to the success of today’s telehealth industry. By engaging with these strategies, telehealth providers can connect with a much higher number of potential clients and make it easier for them to experience the benefits of telehealth.