COVID-19 Practice Marketing Communication Mistakes

by Charlene Dennis (Med-Connect) - 23 March 2020

Given the current state of the global economy and the rapid flow of information changing daily, it’s vital to ensure appropriate, good quality communication to your patients at this time.

We’d like to offer some quick advice with regards to what to do now to effect positive marketing to ensure that you’re nurturing patient relationships during distancing and isolation.

 

What to remember about marketing now:

 

With social distancing, now more than ever people are going to be on social media. It’s super important that your practice stays top-of-mind and connected with patients to ensure continuity post Covid-19.
 
Extend one-on-one communication with your patients, make it easy for them to contact you or someone on your team directly and explore new platforms like video to stay connected.

Communicate properly NOW for patient retention later! Check out our 6 Covid-19: 6 Marketing Mistakes to Avoid below, which details amongst other things:

  • The one word you should NEVER be using during a time of change and uncertainty. 
  • Giving your patients comfort without overwhelming them with information.  
  • Moving to a modified schedule? DON’T make the mistake of saying WE’RE CLOSED – especially in dentistry, it creates a negative emotional response.
  • How to use social media properly to retain your patients while you are not seeing them in your office.

6 Covid-19 Marketing Mistakes to Avoid

#1 NOT USING SOCIAL MEDIA

Social distancing = more people on social media! Stay top-of-mind, ensure brand awareness for after Covid-19. Keep patients updated via social channels for direct chats Post regularly to show consistency on Facebook algorithm.

#2 THINKING DISTANCE NOT RELATIONSHIPS

Show patients you are there for them - having online presenceBe accessible on Whatsapp, video & social for messages, Q&A. Offer new patients / existing patients with upcoming appointments video Whatsapp chats or virtual appointments to say connected.

#3 NOT GETTING PERSONAL

Social distancing doesn't mean being impersonal. Share your story, your practice protocols and your experience as a person (not just as a dentist) with your community. Share a live video, post a personal video on how you're feeling, sharing encouragement and practice news & updates.

#4 SAYING 'WE'RE CLOSED'

Opt for statements like "We're here for you, operating on a modified schedule, taking the necessary precautions" Make patients feel they are still cared for, not abandoned. Communicate all the ways they can reach you electronically.

#5 NOT ANSWERING THE PHONE

Keep regular office hours with regards to answering calls. Forward landlines to mobile. Patients must know they can still reach you. Respond to social messages promptly

#6 TOO MUCH INFO

Keep communications broad and regular, focussed on awareness - the situation and protocols are changing daily. Update patients through social media on how you're evolving. Be optimistic, share helpful info, don't scare patients with stats.

If you need guidance or assistance with on your online marketing communications during Covid-19 and beyond, get in touch with us!

Given the current state of the global economy and the rapid flow of information changing daily, it’s vital to ensure appropriate, good quality communication to your patients at this time. Check out our handy 6 Covid-19 Marketing Mistakes to avoid e-book