As healthcare marketing continues to evolve, reaching potential patients requires a more nuanced approach. The patient journey is no longer linear or predictable—it spans multiple digital touchpoints, making it increasingly difficult to rely on a single marketing channel. In 2025, savvy healthcare marketers will need to adapt their strategies by diversifying their media channels. A diversified approach not only combats diminishing returns but also helps achieve better results, increases brand trust, and engages a broader audience. Let’s dive into the reasons why a mixed-channel strategy is essential for patient acquisition.
Overcoming Diminishing Returns with a Diversified Media Mix
Every campaign, no matter how well-optimized, eventually hits a saturation point. In healthcare marketing, this often happens when a single channel—such as Google Ads—no longer produces the same level of results despite continued investment. As healthcare organizations heavily rely on lower-funnel tactics to drive leads, it’s essential to explore additional channels like paid social media, display ads, and video. Testing and adjusting your media mix can reveal new opportunities and keep your strategy from plateauing, ensuring that you continue to see positive ROI as you scale.
Achieving Cross-Channel Synergy for Better Results
When you diversify your media mix, you often see an “incremental lift” where one channel can amplify the effectiveness of others. For instance, brand awareness campaigns via display ads or video can significantly increase the likelihood that a consumer will click on a paid search ad later in their journey. This cross-channel synergy is crucial for healthcare marketers aiming to improve patient acquisition. By building awareness through multiple touchpoints, each interaction with your brand reinforces the next, leading to a more cohesive and successful marketing strategy.
Reaching a Broader Decision-Making Unit (DMU)
In healthcare, decisions are rarely made by just one person. Patients often involve family members, caregivers, or even friends in the decision-making process, which means marketers must reach a wide range of demographics. A diverse media strategy allows you to target different segments of the decision-making unit (DMU), such as adult children who may respond well to social media or display ads, and older adults who might prefer email or traditional print ads. By using a variety of channels, you increase the chances of your brand resonating with all relevant parties, making it easier for them to trust and choose your healthcare services.
Building Long-Term Brand Awareness and Trust
High-stakes healthcare decisions are rarely made impulsively. Often, they involve a lengthy period of research and deliberation. This makes consistent brand exposure across multiple channels essential. When potential patients encounter your brand repeatedly throughout their journey—whether via digital ads, email, or even direct mail—they become more familiar with your organization, which builds trust. Over time, this increased visibility helps keep your brand top-of-mind, increasing the likelihood that patients will choose your services when they’re ready to make a decision.
Marketing + Operations: Working Together to Engage Patients
Patient acquisition is not just about getting people in the door; it’s also about making sure they stay engaged throughout their healthcare journey. A growing challenge for healthcare marketers is the rise of the “Doctor Dodgers,” a consumer segment that, despite wanting healthcare, faces obstacles like complicated booking systems or long wait times. If your patients struggle to get appointments or face barriers in the process, they might choose to delay or avoid care altogether. To prevent this, marketing and operations teams must collaborate to streamline the patient experience, from an easy-to-use digital front door to timely appointment reminders, to keep patients engaged and satisfied.
Simplifying Access to Care: Your Digital Front Door Matters
A major reason patients fall through the cracks is the difficulty in accessing care. As the first point of contact, your digital front door must be simple, intuitive, and accessible for all. Is your website mobile-friendly? Does it meet ADA compliance standards? Are you using clear, concise language that patients can easily understand? If your digital interfaces are hard to navigate or frustrating for users, they may decide not to proceed with booking an appointment. Make sure your online presence is welcoming and easy to use to reduce friction and encourage patient engagement.
Listening to Patient Feedback: Call Tracking and Appointment Wait Times
To improve the patient acquisition process, it’s crucial to understand where potential patients are getting stuck. Listening to call tracking transcripts can help identify barriers in communication that may prevent patients from booking appointments. Are patients having difficulty navigating the scheduling system? Are there long hold times that lead to frustration? Additionally, tracking appointment wait times can give you insight into how efficiently your practice is operating. Long waits may discourage patients from following through on appointments, leading them to seek care elsewhere.
Re-Engaging Existing Patients with Timely Reminders
Patient engagement doesn’t end once they’ve visited your office. Keeping patients involved with your healthcare system is just as important as attracting new ones. Sending reminders for upcoming appointments or encouraging regular check-ups via text, SMS, or phone call can keep your patients connected to your practice. Different patients have different communication preferences, so offering multiple methods for engagement ensures that you reach as many people as possible. Re-engaging existing patients helps maintain a steady stream of visits and ensures continuity of care.
Conclusion
In the ever-evolving landscape of healthcare marketing, patient acquisition is no longer just about targeting one segment through a single channel. It requires a thoughtful, diversified approach that spans multiple touchpoints, from paid social media ads to streamlined digital interfaces. By working with operations to simplify access to care and using a cross-channel strategy to build trust and awareness, healthcare marketers can ensure they’re not only reaching their audience but also providing a seamless, engaging experience. With these strategies, you’ll be set to drive better results and foster lasting relationships with your patients.