Growing a Private Pediatrics Practice with Well-Visits During COVID-19 Outbreak

With an average monthly investment of $2000 per location, the practice now sees an average of 10-15 new patients per day. These are “well-patient” visits, not patients seeking help because of COVID-19.

Using our 360 Degree Marketing Process, we were able to support the practice immediately. We successfully grew the practice with “well-patient” visits despite the COVID-19 outbreak and shut-downs.  The initial success of 3-4 new patients per day was remarkable because, we had significant budget constraints which prevented us from running paid ads on Google or Facebook for the first year. When January 2021 came around, we began running ads again and saw even more remarkable results; 10-15 new patients daily.

Background

Even before the pandemic, there were challenges. After 6 months, the new location struggled to attract patients. They were seeing as few as 1 to 2 patients per day, yet had one physician, three physician assistants, and two nurses on staff.

This second practice, located in a suburban area of a metropolitan city in Virginia, did not have many contacts. We needed to build a plan to help them authentically connect with the community surrounding this new location. We needed to build an email distribution list, promote the new providers, and establish the quality of the brand. We started working in February 2020, but in March 2020, the COVID-19 pandemic forced a shutdown of the American economy to help reduce the spread of the virus.

What We Did

  • Brand Development

  • Website Design

  • Social Media Marketing

  • Email Marketing

  • Website Content Creation – Blogs & Articles

  • Print Marketing

  • Website Management

  • Ad Creation and Management

Challenges

  • New Practice Location
  • Low Patient Volume
  • Losing Money
  • COVID-19 Outbreak
  • Economic Shut Down

The practice needed a consistent marketing program to regularly communicate with patients and potential patients. 

The Solution

Website/News/Blogs

The practice had a great website, however, a great website without great marketing is useless. We added dynamic content on a regular basis that would be picked up by search engines. We focused on timely, helpful content for parents with young children and created at least one to three blogs per month.

When COVID-19 lockdowns occurred, we helped the practice communicate in real-time with current and prospective patients. We reorganized the website with COVID-19 specific announcements, protocols, and ways to keep kids safe during the lock down phase and beyond.

We helped the practice clearly communicate that they were open for medical emergencies and offered guidelines for patients on how to safely engage with the practice in the COVID-19 era.

Email Marketing

Email marketing is still one of the most powerful marketing tools.  The location did not have a large email list so we prioritized building one out by integrating Mailchimp into the website and creating sign up opportunities.

We also partnered with the local chamber and local school listservs to promote the practice via email.

During COVID-19 lockdowns, email was a critical resource for mass communication with patients on how to safely bring their children to the practice for medically necessary appointments.

Organic Social Media

We built monthly content calendars for all social media platforms (Facebook and Instagram) that covered both locations. We struck a balance of promoting the practice, providing useful information for parents, and introducing the providers at the second location to the community.

Facebook & Google Ads

We started out running Facebook and Google Ads, but when COVID-19 surfaced, we shut down all ads to save the practice money. Luckily, our 360 Degree Marketing Process allowed us to continue to promote without ads. In January 2021, we began running ads again, and watched the practice go from 3-4 new well patients per day to 10-15 per day in February 2021.

Results

The practice averages 10-15 new “well-visit” patients a day. The practice grew during the COVID-19 outbreak and economic fallout.