Cardiology marketing and advertising for practice growth

Proven strategies for attracting and retaining more patients

With the right strategies and tools, your cardiology practice can experience significant growth. It’s possible to attract new patients, retain existing patients, streamline operational efficiencies, and increase revenue year after year — even amidst growing competition. But doing so requires a comprehensive marketing and advertising strategy. You want a plan that helps prospective patients find you, influences visitors to choose your cardiology practice over other local providers, and encourages patients to stay with your practice for the long haul. Explore more ways for your cardiology practice to achieve its goals for growth, patient satisfaction, and operational efficiency.

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Attracting new cardiology patients in a digital world

Because the average age of cardiology patients tends to skew older than other medical specialties, many cardiologists have been slow to adopt today’s digital marketing strategies with the misconception that seniors aren't spending their time online. Yet, according to Pew Research, 93 percent of U.S. adults use the internet regularly1. In addition, 69 percent of adults between ages 50-64 and 40 percent of those above the age of 65 use social media, with Facebook and YouTube highlighted as the most popular platforms in these age groups2.

It’s also important to consider that cardiology patients may have younger family members making medical decisions and coordinating care on their behalf. These consumers also spend hours each day working, interacting and conducting business transactions in an online world. Since it’s clear that Americans across all ages are frequent internet users, cardiology practices need a sound digital marketing strategy to connect with patients of all ages.

Digital marketing can not only expand the reach of your cardiology practice, it can help streamline your marketing strategy and enhance your return on investment. Here are a few of the many benefits of implementing a strong digital marketing and advertising strategy.

It’s budget-friendly. Unlike traditional tools such as print and broadcast advertising, digital marketing allows you to start with a modest budget and a limited commitment (e.g. just 1-2 months) while you determine what’s working and what isn’t. From there, you can scale up or down as often as needed.
You'll reach the right audience. One of digital marketing’s best benefits is helping marketers appeal to the perfect audience. With advanced targeting by age, demographics, and interests, you are more likely to reach prospective patients who need a cardiologist. Your digital strategy will deliver higher value since you’re not wasting impressions on people who don’t need your services.
You can be nimble. Digital marketing requires shorter lead time production, so you can adjust your strategy as often as you need — switching out headlines, graphics, or copy with the click of a button.
You can make informed decisions. With traditional marketing tools, it’s difficult to get the necessary data to know what’s working (and what’s not). With digital strategies, you can see how a campaign performs in real time. By understanding how many impressions, clicks and conversions an ad delivers, you can refine your strategy every step of the way, improving your return on investment.

Factors that drive new cardiology patient acquisition

A new diagnosis or sudden cardiovascular event that requires a patient to establish a relationship with a cardiologist can be a very overwhelming time. Today’s discerning patients (and their loved ones) take the decision very seriously, seeking input from numerous sources before choosing the cardiologist that’s right for them. Varying factors help cardiology practices attract new patients, including web presence and online reputation. When making this significant decision, here are a few top sources your prospective patients are likely to turn to while evaluating a new cardiology practice.

The internet. If a prospective patient is looking for the best cardiologist, chances are, they’re turning to Google to help them find it. That means you not only need a stellar website design, but searchers also need to be able to find your practice. This part of the initial patient journey is where your search engine optimization (SEO) and local search marketing strategy comes into play. Optimizing your online presence can help your practice connect with patients who need a cardiologist, resulting in more new patients.
Online review sources. Once they’ve narrowed their search, prospective patients are likely to turn to popular review sites such as Google My Business, Facebook, Yelp, Vitals, and others to check out your cardiologists’ online reputation. They'll be looking carefully at your online reviews, Google star rating, and your overall patient sentiment. The cardiology practices with a strong online reputation management program will fare better with more positive online reviews, winning over more new patients.
Referrals and word of mouth. While it’s less commonplace than it used to be, patients are still asking around for recommendations for a good cardiologist. At this point, it is key to maintain strong relationships with both referring providers and existing patients through regular communications and outreach. Keeping referring providers and established patients in the know about new providers, enhanced services, or advanced procedures you may offer can help keep your practice top of mind while helping you maintain a strong reputation both online and offline.
Your access. Today’s savvy consumers don’t want to wait for much, but it’s especially true for those who need an important cardiology appointment. Ensuring new patients can easily book an appointment through online scheduling can help attract new patients who prioritize convenience and access. Cardiology practices should also consider working with referral sources to streamline access for new cardiology patients, which will strengthen those provider relationships and lead to more referrals over time.

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Because the average age of cardiology patients tends to skew older than other medical specialties, many cardiologists have been slow to adopt today’s digital marketing strategies with the misconception that seniors aren't spending their time online. Yet, according to Pew Research, 93 percent of U.S. adults use the internet regularly1. In addition, 69 percent of adults between ages 50-64 and 40 percent of those above the age of 65 use social media, with Facebook and YouTube highlighted as the most popular platforms in these age groups2.