Competition in the urgent care space is fierce and growing. In fact, urgent care utilization grew 1,725% between 2007 and 2016 alone. Unlike many industries, though, you cannot artificially create a demand for your services. To increase your market share and keep new patients coming through the doors, you must remain top-of-mind in the urgent care sector. This reminder can often feel overwhelming or impossible — but don’t fret. You already have a wealth of information from past clients that will help you increase urgent care visits.
The Information You Already Have
Your electronic medical record already contains contact information for all of your previous visitors and you also have access to every service a patient previously received.
Try pulling this data out of your EMR by diagnosis code and date range. Compile and analyze all of this information to better understand who is visiting your practice, when they’re coming and why they’re seeking treatment. Then, you can re-target past visitors to increase patient acquisition.
Using EMR Data in Urgent Care Marketing
One of the easiest ways to use EMR information is to incorporate seasonality into your urgent care marketing. Consider unique health concerns that arise throughout the year. Then, create timely messages that target patients who you know are concerned about these issues or have received treatment for them in the past. Below are some examples:
Spring — Everyone knows that seasonal allergies pop up in the spring, so you probably already promote your clinic’s allergy services around this time. By using EMR data, you can specifically target those patients who visited a center last year for an allergy-related issue.
Late Summer — As much as children might not want to hear it, August means that school is right around the corner. In mid-July, start sending messages to parents and guardians who brought their child in for a sports or back-to-school physical last year. Emphasize how quick and easy it is to visit your urgent care rather than making an appointment with their pediatrician.
Early Fall — Falling leaves mean that flu season is almost here. Beyond any general flu season ads, you’ll want to send information to your patients who got a flu shot last year. Also, don’t forget about the patients who were treated for the flu at the clinic. They likely don’t want to deal with the illness again, so a flu shot should be high on their to-do list.
February — February is about more than valentines and chocolate — it’s also American Heart Month. Send patients a reminder of how important it is, especially for women, to strengthen heart health. Also, highlight any heart-related services your clinic might offer, like the Health Motivation Platform. Similar to the above suggestions, remember to target patients who received any cardiovascular treatments in the past.
Another way to use EMR information to increase urgent care visits and improve patient acquisition is to focus on your recurring or annual services. Think about services like physicals — you can message patients a few months before their annual physical date. Remind them that you offer these services and that they can walk in with no appointment to easily check this task off their to-do list. Keep in mind that patients would rather go to an urgent care clinic where they don’t have to wait to see a doctor than they would at a traditional physician’s office.
Your EMR provides a wealth of data that can enhance your urgent care marketing. If you want to take this information to the next level, utilize psychographic segmentation.
How Can Psychographic Segmentation Help?
The more information you have about a patient, the better you can target them with urgent care marketing. Psychographic segmentation provides a way for marketers to divide patients into groups based on their values, personalities and lifestyle. It was specifically designed to help healthcare professionals understand the best ways to communicate with patients.
PatientBond’s psychographic segmentation model divides people into one of five groups: Self Achievers, Balance Seekers, Priority Jugglers, Direction Takers and Willful Endurers. Each group has very unique ideas about healthcare and different preferences when it comes to healthcare communication. Self Achievers and Balance Seekers, for example, take a proactive approach to their health and wellness. Direction Takers and Willful Endurers, on the other hand, are more reactive. Priority Jugglers fall somewhere in the middle.
PatientBond’s technology will help you more effectively communicate with prospective patients. When you target the right people with the right message, you can increase the number of visits to your center and therefore further improve patient acquisition while also reducing ad spending.
Although re-attracting former patients and bringing in new ones might seem like a daunting task, it doesn’t have to be. You can harness the EMR data you already have to easily engage your target audience. By using this information in tandem with PatientBond’s psychographic segmentation model, you can dramatically improve your marketing efforts in 2019.
For more information on how psychographic segmentation can increase urgent care visits this year, download our case study.