By: Nik Korba

When expanding into the telehealth space, healthcare providers must address two key components. First, they must ensure they have the technology in place to facilitate secure, convenient, and reliable remote connections. Then they must attract patients who want to take advantage of the benefits that telehealth offers.

The second component — attracting new patients — can be the more challenging of the two. While telehealth offers a number of benefits when it comes to meeting the patient’s healthcare needs, it is not for everyone. In fact, a recent survey revealed that many patients — 71 percent — still prefer in-person visits to telehealth.

To meet the challenge, telehealth providers must identify the clients who would benefit from telehealth and develop effective strategies to connect with them.

“For healthcare providers transitioning from in-person to virtual consultations, it’s essential to understand that attracting new telehealth clients requires a different approach,” shares Josh Thompson, CEO of Impact Health USA and Impact Health University.

Thompson is a visionary in the telehealth space whose work has revolutionized access to medical services. Impact Health USA is a national telehealth platform that offers primary care, mental health support, and obesity medications. By leveraging Impact Health USA to empower entrepreneurs to own their own telehealth businesses, Thompson has expanded its support services to all 50 states.

“When pivoting to telehealth, recognize that the reasons clients sought in-person services might differ from why they’ll choose virtual consultations,” says Thomspon. “Assess your niche and practice area to identify clients who would particularly benefit from telehealth, including those you haven’t previously engaged with.”

Identify suitable telehealth candidates

Attracting telehealth clients starts with identifying suitable candidates. Patients who need a detailed physical examination, for example, will not be among those who see telehealth as a valuable alternative. Patients who experience anxiety as a result of in-person appointments, however, could readily embrace telehealth.

Carefully considering the key benefits of telehealth — more efficiency, accessibility, and convenience — allows providers to identify the characteristics of patients who would be attracted to the model. Those living in remote areas, for example, could appreciate telehealth’s increased accessibility, which provides access to services without the need for extensive travel. Caregivers and others who have responsibilities that keep them from leaving the home could appreciate the convenience provided by telehealth.

Other suitable candidates include:

• elderly patients who face health risks when attending in-office appointments,
• patients with disabilities who must rely on specialized transportation and assistance when attending in-office appointments,
• patients recovering from surgeries or injuries,
• patients with compromised immune systems,
• patients with limited local access to specialists.

For healthcare providers who are adding telehealth services to traditional models, finding new patients can involve identifying existing patients receiving care that can be provided remotely. Take the time to let your existing clients know you have new care options available that could be more convenient for them.

For example, patients receiving ongoing care for chronic conditions can engage with care providers much more efficiently via telehealth. Those with diabetes, heart diseases, or mental health conditions can connect from the comfort of their home to provide updates on their health and get updated care directions. Patients seeking preventive care, such as annual physicals and skin cancer screenings, could also get more convenient care via telehealth.

Craft compelling marketing messages

Patients who have yet to experience telehealth may need help understanding the ways in which it can address their pain points. Compelling marketing messages should be crafted to educate prospective clients.

“Craft messaging that zeroes in on your clients’ specific challenges and telehealth’s unique benefits,” Thompson advises. “For instance, transform a message from ‘Controlling diabetes while enjoying life’ to ‘Efficiently manage diabetes with our convenient, no-travel virtual consultations.’ This approach addresses client needs directly and highlights the practical advantages of telehealth, making your services more appealing and accessible to those seeking effective healthcare solutions from the comfort of their homes.”

To be effective, marketing messages should highlight:

• the increased convenience of telehealth, which essentially brings the doctor to your home,
• the increased accessibility telehealth empowers, giving patients access to specialists located anywhere in the world,
• the increased efficiency patients experience by doing away with the need for travel to and from in-office visits,
• the decreased costs, which can be as much as 23 percent according to some studies.

Telehealth providers may need to provide some education on telehealth as part of their marketing messages as well. Explaining how the process works as well as the benefits it provides can improve a patient’s comfort level and make them more open to making a shift.

“For many, telehealth is a new concept,” Thompson explains. “Clearly explain how your services work through simple website descriptions, informative handouts, or explanatory videos. Address potential concerns about the technology, personalization, and effectiveness. Use client testimonials to demonstrate the positive impact of your virtual services.”

Enhance your online presence

Many of the promotions you do for your telehealth services will ultimately direct prospective clients to your website. Consequently, the site must provide visitors with an exceptional experience.

“Your site should offer detailed information on specific services, providing a user-friendly experience that efficiently guides potential clients from initial interest to engagement,” Thompson says. “It should establish your online presence as a trustworthy and accessible source for telehealth services.”

It can also be helpful to provide prospective clients with online access to healthcare-related resources such as health assessments and lifestyle guides. Offering resources in exchange for an email address or phone number delivers value to your visitors while providing you with a tool for gathering leads and providing follow-up information.

Today’s telehealth tools give healthcare providers everything they need to expand the reach of their services. To achieve that goal, however, they must identify and connect with the right audience.

“Growing your telehealth practice in today’s rapidly evolving healthcare environment requires a targeted approach,” Thompson says. “You can effectively attract new telehealth clients by understanding your client base, crafting messages that resonate with their needs, and enhancing your online presence. Embrace these strategies to expand your reach and make a meaningful impact in the virtual healthcare space.”

Published by Charlie N.