One of the most frequently asked questions we hear when consulting with entrepreneurial NPs is “How do I start to market my practice?” But the bigger question is: “Why should I market my nurse practitioner practice?”
Why Independent Nurse Practitioners Need Healthcare Marketing Strategy
Marketing is seen as a discretionary expense, so when you are in a budget-conscious position, you may ask yourself if you truly need it. However, marketing is more than an expense, it is an investment in the future of your practice and is effective in nurturing your relationships with patients.
For potential patients who would benefit from your special talents, it helps to put yourself out there beyond just business cards so they can find you online where many patients begin their search for a new provider. Leverage digital marketing to:
- Let your community know that you are available and ready to serve them with accessible, high-quality, equitable, and unique care.
- Share your unique care model with prospective patients so that they will be reassured that the services you provide will better meet their needs.
- Celebrate your Nurse Practitioner-led Care Model and demonstrate your value to your community and to the healthcare world; today, tomorrow, and for the lifespan of your patient relationships.
- Engage your target audience with key technology tools that enhance
saccess to care, information, and resources.
- Engage potential referral sources and colleagues.
A Nurse Practitioner’s Main Marketing Goal? Highlight What Makes You
With an understanding of why you should market your practice, you can begin to identify the things that make you, your practice, and your model of care unique. The goal is to identify your unique value proposition (UVP).
UVP is a marketing term that refers to communicating to prospects what distinguishes your practice from other providers in your job market – what your practice can provide patients that they would not easily find elsewhere. This is often what helps patients decide which provider can best meet their needs and expectations. Independent nurse practitioners can use proven marketing strategies to:
- Remind patients that nurses are the most trusted professionals
- Establish an understanding of the healing model and how it differs from the medical model.
- Identify your unique value-add that addresses gaps-in-care in the system.
- Engage new patients with a fresh perspective on their expected experience.
- Expand understanding of full practice authority (FPA) for nurse practitioners and your chosen scope of practice.
- Inspire your community to seek care through your model that is patient-centered, wellness-focused, and doesn’t leave people feeling like just a number
5 Key Marketing Strategies for Nurse Practitioners
Digital marketing for nurse practitioners can be a waste of time and money if it is not aligned with well-defined goals. To know which solutions are right for your practice, it is important to understand how each approach works. The core digital marketing channels are:
Encouraging patient engagement online starts with a patient–friendly website designed specifically for you and your practice, and its at the core of a successful nurse practitioner marketing plan. The website is the key to accessing your patient population and connecting with your community. Patients actively seeking care gather copious amounts of information for the purpose of making the best care decisions, gaining everything they need to confidently make an informed choice.
Search Engine Optimization (SEO)
SEO is the trick of the trade that makes it more likely for your practice website to be found in Google search by patients who are actively looking into care options. You can have the most spectacular website, but without an SEO strategy, your website will be underutilized and thus ineffective in attracting enough visitors.
Pay-Per-Click (PPC) Advertising
PPC is another vehicle to help your nursing practice be found in Google search. Also referred to as paid search, it involves bidding for placement in search results as opposed to SEO where you end up in search results naturally. Because paid search placements have more prominent placement in search results, PPC can be more effective in getting your practice noticed which is particularly helpful for brand new practices or those targeting a specific geographic location.
Online Reputation Management
Craft a positive first impression for your marketing success. Patients trust other patients above all else to steer the decision process for a new provider, so these. Endorsements of your practice go a long way. You also should claim your Google Business Profile listing for localized search. Ensuring that your Google listing is set up correctly puts your nurse practitioner practice on the map as your profile appears with other local providers in search. This free profile is also where patients can leave many positive reviews to help boost your online visibility even more.
Social Media Platforms
If you aren’t on social media, potential and current patients will wonder why not. They also will notice when accounts are inactive. Like online reviews, social media marketing also captures positive patient sentiment that attests to the quality care you provide as your posts get positive reactions, flattering comments, and shares.
Nurture Your Growing Patient Base with Digital Marketing That Actually Works
Many Nurse Practitioner entrepreneurs have shared with us their stories of going down the marketing road on their own. They have been consistently disappointed with the results and have lost a lot of money and resources on marketing that simply was not effective.
In many circumstances they had good ideas without the creative and experienced professionals to help them bring their ideas to life, nor the strategic and proven methods for a successful outcome. Before you invest in your nurse practitioner marketing plan, consider partnering with professionals who can guide you through the creative process that best presents your unique brand and optimizes your return on investment.
Our NP Advantage nurse practitioner practice marketing professionals are ready to put their experience to work for your marketing success. You bring the vision, and our team of specialists will build an online persona that tells your story in a way that resonates with the patients you desire to connect with the most. Together, you will create a foundation for sustainable engagement, broader awareness, and increased access so that you can care for your community in your new nurse practitioner practice.