The COVID-19 pandemic reshaped almost every aspect of healthcare, including the landscape of patient acquisition. The term patient acquisition refers to the process of attracting new patients. From growing telemedicine use to evolving patient expectations, we are witnessing a major shift in the patient acquisition process. Traditional marketing strategies no longer suffice because we are now operating in a platform-first world where digital experiences are essential, not optional. Reimagining patient acquisition in this context calls for a combination of technology, innovation, and empathy. This article provides more info on patient acquisition in a post-COVID platform-first world and explores trends and strategies that allow healthcare providers and institutions to adapt and thrive.

Table of Contents

Overview of platform-first approach in healthcare

A platform-first approach refers to prioritizing integrated digital ecosystems that connect several aspects of healthcare such as appointment scheduling, communication tools, electronic health records (EHRs), billing systems, and patient engagement. These aspects of healthcare are integrated into a unified, user-friendly interface.
Instead of treating digital tools as isolated or supplementary, a platform-first approach makes the digital experience central to both patient care and operational strategy. This approach is important because it aligns with modern patient expectations for accessibility, convenience, and personalization. Research shows that the use of video consultations, for example, is expected to continue in the future as they are viewed as a compatible and cost-effective way of providing consultation in various medical specialties and with different kinds of tools.
In a world where most patient journeys start online, an intuitive, seamless platform can serve as the digital reception desk to a healthcare provider, thereby improving acquisition, retention, and patient satisfaction. Since healthcare is becoming more consumer-driven and competitive, embracing a platform-first approach is crucial for staying relevant and responsive.
The platform-first approach allows patients to engage, schedule, communicate, and manage care seamlessly. These platforms may be proprietary or third-party. Their traits usually include:
● Interoperability i.e. integrated with EHRs, CRM tools, and payment systems
● Ease of use
● Personalization
● Automation

Shifts in patient acquisition strategy

The post-COVID era retains and even evolves digital transformation and the presence of technology in different aspects of healthcare, including patient acquisition. Different ways through which patient acquisition changed in the platform-first world, and how it will continue to shape, are described below.

Online presence is the new entrance to care
The digital presence of a doctor, hospital, or clinic (e.g. website, patient portal) has become the new entrance to care. Evidence suggests that patient use of health information can help empower them to make informed decisions about their health and track progress on health-related goals, potentially resulting in improved patient outcomes.
Easy access to information and much-needed care is essential nowadays. Patients may opt to choose a different doctor or clinic if they are unable to find information online. That means the appointment availability should be visible and accessible without multiple clicks and calls. Seamless experience makes a huge difference. In order to improve retention and conversion, it is necessary to have a fast-loading, user-friendly interface.
Search engine optimization (SEO), online reviews, and mobile optimization are incredibly important in healthcare too. They make sure the content reaches target demographics and shows why a certain doctor, hospital, or clinic is the best option for a certain health issue.

Data-driven marketing
Successful patient acquisition requires precision and accuracy, which depends on leveraging data. Demographic targeting, behavioral analytics, and predictive modeling make personalized campaigns possible. For instance, an orthopedic clinic may target people who have entered “knee pain relief” in search engines or engaged with related content.
Studies confirm the need for digital methods of promoting medical care services in order to expand a business; a strategic way of thinking attracts new patients and offers quality healthcare services. This ensured their satisfaction and increased the probability of them recommending the health facility further. In other words, digital marketing (based largely on data and personalization) is key to patient acquisition.
Data-driven marketing and personalization increase conversion rates, improve patient satisfaction through relevant content, and ensure more efficient ad spend.

Communication through different channels
We live in a digital era where versatility plays an important role. Patients expect the same from healthcare institutions and doctors, especially in the platform-first world. People expect and need consistent experiences across multiple channels whether email, website, social media, SMS, or app notifications. Communication through multiple channels ensures that messaging is timely, coordinated, and responsive to the specific needs of every patient.
Tactics that you can use include social media outreach for health education and reputation building, follow-up care with instructions via email, and SMS appointment reminders and confirmations.
Patient acquisition in a post-COVID platform-first world involves taking advantage of different digital solutions. Using these solutions for different purposes is the best way to go, instead of limiting yourself to a single approach e.g. social media or SMS only.

Content prioritizes value
Content marketing is a powerful tool for patient acquisition. Doctors and healthcare institutions can use content marketing to showcase their expertise and build a reputation. Various options are available including informative blog posts, videos, webinars, and frequently asked questions (FAQs). Content marketing can include the official website, social media, guest posts, and other platforms. Well-structured content helps establish trust before the patient even books an appointment.
Since healthcare is based on trust, patients are more drawn to providers who educate them. The value of the content and information in it should be a priority. That means it’s necessary to avoid the “clickbait” style of content; a type of content that makes bold claims without evidence to support claims. This kind of content offers no value and may even harm a healthcare provider’s reputation.

Conclusion

Patient acquisition in a post-COVID, platform-first world is no longer about visibility alone. It is about value, being relevant, accessibility, and trustworthiness. Patients need flexibility and empathy. It is necessary to take online presence seriously, showcase expertise, and ensure potential patients have a seamless experience so that they can find much-needed information and book an appointment with just one click whenever possible, without too much hassle.

References

https://pmc.ncbi.nlm.nih.gov/articles/PMC10131924/

https://www.healthit.gov/data/data-briefs/individuals-access-and-use-patient-portals-and-smartphone-health-apps-2022

https://pmc.ncbi.nlm.nih.gov/articles/PMC5304370/