How to update your marketing for telehealth.

Digital Marketing in the era of COVID-19.

When quarantine first came into effect in March, things were a little chaotic! My clients and I were running around making quick changes. And we had no idea how long any of those changes would last. We were putting up new ads and pages rapidly. We tried to address people’s concerns – would insurance cover their sessions? How long would we be online? We hardly had the answers but we had to try.

Now the dust is settling. And while our country still has much to work out, we know one thing. We know we will likely be providing telehealth counseling for the rest of 2020, maybe longer.

It has become clear that therapists need to continue providing sessions online. And while some processes are the same, everything has needed an update – including digital marketing effort. Here is a short list of some of the changes to consider making so your potential clients know you are available and what the process looks like now.

Website

Your website is going to need a few updates. First, I recommend you include a popup or a banner with a quick note about COVID. Say something quick like, “We are offering virtual sessions in an effort to keep our community safe.” This will tell people immediately they are in the right place. Next, you will need to include a more detailed description of your response to the events of 2020. Maybe this is on your home page or maybe you have an entire new page dedicated to your response, but you need to go into detail. Chances are, your specific community has been affected in more than one way. Be authentic in your response, address what the challenges are and what you are doing as a business to meet the needs of your patients.

Don’t forget to give them a clear way to schedule their online appointment!

Social Media

Your social media is a great place to show people who you really are. This is where your audience will go to learn more about what you value. Now, more than ever, consumers are paying attention to the people and the values behind their brand. Don’t shy away. I know it may sound scary but you are your business and your clients deserve to know who they are doing business with.

At the same time, remember to stay in your lane. You don’t need to comment on everything. Just stay true to who you are and how your business fits into the conversation.

Ads

If you have updated the way you offer services, it’s time to update your ads as well. Make sure google ads are utilizing new and important search terms like “online counseling.” When people hop online to find out who is offering telehealth therapy they will likely start on Google.  You need to have ads that represent what you are doing, how much it costs, and how to get started.

You can also reach your audience on social media. Use compelling messages to talk to them directly about the benefits of telehealth services and why now is a good time to try therapy. Some people may be hesitant to try telehealth. They won’t be on google because they are not actively seeking the services. So instead, you can reach them on social media and talk to them about their fears.

Newsletter

Newsletters are a great way to talk about how your practice is adapting to challenges 2020 has brought our way. You can talk about how your therapists are adjusting to telehealth counseling in a letter. Or you can write an article about how you have adapted your practices to meet the unique needs of your patients this year. These are great topics for a newsletter that will remind your old clients or leads that you are still offering services and that you are adapting right alongside the community.