Geofencing is definitely one of the most versatile innovations in the digital marketing world, especially for those industries that are more involved at the local level - health care and whatnot. A health-care-specialized PR agency can very creatively use geofencing to target clinics and hospitals communicating with their patients at the right time and place.
For medical practices, geofencing can promote a more successful interaction with patients, raising their profile and enabling them to draw better ROI. Let's explore what geofencing marketing is and how your medical practice can benefit from these 7 impactful geofencing strategies.
What is Geofencing Marketing?
Geofencing marketing is the use of GPS, Wi-Fi, or cellular data to create a virtual perimeter, or "fence," around a specific geographic location. When someone enters or exits this defined area, his or her smartphone receives targeted notifications, advertisements, or messages.
In healthcare, it might be to send a flu shot reminder to those living near your clinic, putting up posters for health check-ups in crowded areas, or enticing away from competitors.
1. Target Competitor Location: Create geofences of the competitor clinic or hospital or pharmacy. When a probable patient approaches these places, send specific offers and advertisements featuring your services. For example:
"Switch to us for your dental care and get 20% off your first visit!". This tactic reaches out to those patients who are already looking for medical care as your repeat customers.
2. Health Campaigns in Public Venues: Hospitals and clinics can geofence public areas, such as parks or malls, or even a school campus with health-awareness campaigns. You might be walking through a mall when you receive this notification:
"Free diabetes screening at XYZ Clinic this Saturday. Walk in today!" This is how you get people in and improve community access.
3. Surge in Seasonal Campaigns: Use geofencing for seasonal services such as flu shots or allergy shots. Put up geofences around pharmacies or busy residential areas, and remind patients at the right time:
"It's flu season! Go to ABC Clinic for your vaccine – walk-ins are welcome." That way, patients will remember your practice when they need it.
4. Re-engage Patients Near Pharmacies: Patients go to the pharmacy to get prescriptions or buy medication. Pharmacies are an ideal geofencing spot. Highlight complimentary services:
"Just around the corner? Just pop in for a quick health check and some consultation time."
Clinics like this make your practice the best clinic for overall health and wellbeing.
5. Reduce No-Shows with Geofence Reminders: Despite quite a long history, no-show patients remain a significant problem within healthcare. Geofencing can be used to help overcome this challenge by reminding you that you are near your clinic:
"You are close to XYZ Clinic. Don't forget your 3 PM appointment today!" This gentle reminder will do a lot to better compliance.
6. Encourage Local Purchase of New Products: Want to launch a new medical product? Geofence your local area to make people aware:
"ABC Clinic is launching telehealth consultations. Book your slot today!" This way, your target group will be informed about new products at their very doorstep.
7. Enhance Participation in Events: If there is a health camp, wellness drive, or a vaccination camp that is being held, geofencing can increase participation. For instance, set up a geofence around a residential area located close to you:
"Free eye check-up camp at XYZ Clinic this Sunday. Don't miss out!" This campaign not only brings in the participation but also brands your practice as a community-first establishment.
Advantages of Geofencing Marketing for Healthcare
Here's why geofencing is a necessity for medical practices:
Highly Targeted Campaigns: Geofencing allows pinpoint targeting, so you are certain your advertisement reaches the right audience and at the right time.
Enhanced Patient Interaction: Real-time alert enables instant entry points, and that improves patient interaction with your services.
Higher ROI: Geofencing campaigns normally provide higher ROI as they target only the people within the geofence, unlike how conventional methods work.
Enhanced Local Visibility: Geofencing enhances your visibility around people who are more geographically closer to your clinic and creates local awareness.
How to Get Geofencing Started
Set Your Geofence: Identify areas that matter to your practice such as competitor locations, residential neighborhoods, or public spaces.
Go for the Perfect Platform: Use Google Ads, Facebook Ads, or even geofencing platforms. They are tailored especially for healthcare providers.
Create Relevant Campaigns: Be able to create your ads specifically for your target audience. Ask yourself as you write the ads: what's short enough, action-oriented, and includes a strong message of urgency or benefit?
Monitor and Optimize: Monitor analytics for how your campaign is performing, and based on engagement and conversion, improve your strategy, doing better the next time around.
Discuss with a Healthcare PR Agency
Management of geofencing campaigns calls for technological and healthcare marketing expertise. An agency that specializes in healthcare can provide the highly dedicated and specialized talent needed in order to design, implement, and optimize a geofencing strategy with tailored goals for your practice.
Conclusion
Geofencing marketing is a powerful way for medical practices to grow their patient base, enhance engagement, and improve healthcare outcomes. By targeting specific locations with tailored messages, clinics and hospitals can connect with potential patients at the right time and place.
Whether it’s promoting flu shots, reducing no-shows, or advertising new services, geofencing offers endless opportunities for healthcare providers to thrive. Start leveraging these strategies today and watch your practice grow!
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