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Tag Archives: Patients

The Art of Patient Loyalty – 4 Tips for Building a Practice Patients Love

The Art of Patient Loyalty – 4 Tips for Building a Practice Patients Love

In a world where your competitors are just a click away, patient loyalty is the new marketing. Today’s patients have access to an endless amount of information about your medical practice and the unique services your offer. Research shows that patients are willing to stop hopping from one doctor to another and stick with practitioners who go the extra mile to create a fantastic patient experience. When patients feel taken care of, they are more inclined to come back to your practice and recommend you to their family and friends.

Here are some of the reasons why patient loyalty is so important:

  • Most patients have a choice. Despite being limited by factors beyond their control, most patients prefer to change their doctors to get a better patient experience.
  • Better patient experience makes everyone’s job a lot easier. Patient satisfaction leads to more accommodating patients, which makes a smoother experience for your practice overall.
  • Higher patient loyalty means more referrals and word-of-mouth business. When patients have a good experience, they are more likely to talk about it to their family. That means more word-of-mouth referrals, which means more patients and an increased bottom line.

The Power of Patient Loyalty

As an individual practitioner or a small-practice owner, you may lack the capital or need more staff members. However, you can remain profitable by serving your existing patients well. According to studies, nearly 67 percent of practice owners do not understand the value of patient loyalty. These practice owners often miss the opportunity to gain lifelong patients and brand ambassadors.

The Art of Patient Loyalty – 4 Tips for Building a Practice Patients Love

When a patient is loyal to your brand, it means when faced with a decision between you and your competitors, he or she picks you every time. Clearly, all practitioners want patients to prefer their brand over their competitors. However, the key is to learn about your patients’ preferences from the very beginning. A report stated that almost 48 percent of patients think the most critical time to gain their loyalty is when they make their visit to your office. This is the best time to offer a consistent experience that addresses their needs and solves their problems. It is essential to understand how the patient experience affects brand loyalty.

When your patient calls to ask for help, do not be passive. Make sure to familiarize yourself with a patient’s background so you can take charge of the conversation. Brand loyalty is strengthened with every interaction your patient has with your practice. The key to patient loyalty is always to meet or exceed your patients’ expectations. When patients become loyal, they not only come back to your practice, they become emotionally attached to your brand. Loyal patients will recommend your brand to their friends and family, develop an emotional connection and act as brand ambassadors. Brand loyalty is an essential investment for your medical practice and you must offer value in order to become invaluable to your patients.

But Why Do Patients Leave?

According to an insightful report, the number-one reason patients stop visiting a medical practice is poor patient service experience. But what reasons lead a patient to describe a service experience as “poor” or “unacceptable”?

The report stated that incompetency, staff manners and slow service define poor patient service. Almost 73 percent of patients described the incompetent staff as their most prominent reason to “dislike” a practice or practitioner.

This candid feedback from unhappy patients shows that competent and polite staff is more critical than the speed of the service. So how do you build a brand that wins over the hearts and minds of your patients? Let us look at four ways medical practices can move relationships with their patients.

1. Engage with your patients: Patient loyalty is about reaching out and nurturing the patients who help your practice grow. Engaging with your patients will help you create a sense of belonging. You can use social networks to inform patients of special deals and exciting developments. If you can make your patients involved in your practice, they are more likely to have positive associations, and engaged patients are loyal patients. According to the Pareto principle, 80 percent of results come from 20 percent of efforts. But for most medical practice owners, the disparity between your best patients and the rest is stark. The top 5 percent of your patients are worth as much as 1800 percent of the average patient lifetime value. So adding a few more loyal patients might be the smartest thing you can do to grow your practice. Adding and retaining patients often starts with figuring out how and where you are losing patients: Why do so few patients become loyal members of your practice? In most cases, this is due to poor patient service. It is important to make sure your patient service is impeccable, and if you play your cards right, this can be an easy victory for your practice. Provide a positive patient experience, safeguard your online reputation and encourage patients to stick by your brand long enough to develop loyalty. One of the most effective strategies to retain patients is by recognizing and fulfilling their needs. You can use your patient behavior data to assess what your patients are likely to expect from your practice and offer it to them.

2. Use technology to improve patient experience: The latest tools and technology can be used to help improve your relationship with your patients. When patients understand that you are delivering a unique experience and exceeding expectations in order to meet their demands, they will return the favor by giving you their time and information. This symbiotic relationship is valuable as it helps create trust, which should be the goal for every medical practice.

The Art of Patient Loyalty – 4 Tips for Building a Practice Patients Love

Providing data-driven services can increase revenue for your brand. According to a study, nearly 86 percent of patients said that personalization plays a role in their decision to choose a healthcare provider. In addition, almost 73 percent of patients said they preferred to visit practices that use personal information to make their experience more relevant.

Once your practice has earned the trust of your patients, you can employ patient portals to gain intelligent insights and solutions. Such portals will enable your patients to create, edit and delete their profile and use it whenever they want. Patient portals will help your staff have quick access to valuable insights about the needs and preferences of your patients. By engaging your patients with data aligned with their preferences, your practice can provide a better patient experience.

3. Use social media to show patient appreciation: Social media is an excellent way to build brand loyalty and improve patient engagement. According to a study, when a business – including the healthcare market – uses social networks to communicate with their target audience, people listen. In fact, more than 81 percent of people said they had more confidence in a medical practice when its doctors are using social media.

When you communicate with your patients on social media, it helps build brand loyalty, and those patients can become your brand ambassadors. Replying with a personal message or updating your patients with general healthcare-related news is a great way to humanize your brand and strengthen the relationship.

Your medical practice likely has some brand ambassadors continually engaging on social media. You must surprise them. Go beyond the typical reply with a special discount voucher or complimentary service. The cost will be minimal, and you can rest assured that the recipients will post about it for others to read. This shout-out or acknowledgment on social networks will help attract more patients and increase the positive exposure of your brand. Showing that your practice cares about its patients and their experience will separate your brand from the competition.

The Art of Patient Loyalty – 4 Tips for Building a Practice Patients Love

4. Deliver value: Patients are looking to identify with your practice’s mission and values. To them, what you offer is who you are. How can you help your patients identify your brand’s values? The answer is: Be definitive. The more specific you can be about your skills and services, the more your patients will understand what value you can offer them. You need to make sure your patients understand what you do and the value you add to their lives. This means you need to zoom in on just one service or unique proposition until it fills the screen. Even the most effective brand loyalty campaigns will be futile if you do not deliver value through your unique services and focus on your patients’ needs. You must promote your unique selling proposition and use it as the foundation to design and deliver your brand loyalty campaigns.

Do Patients Forgive Poor Service?

Despite your best efforts and intentions, mistakes are bound to happen when dealing with patients. A lot of small issues may make their way into your service provision. However, the good news is: Occasional mistakes will not damage your reputation unless such errors become the norm.

But what about serious errors? Will patients forgive a massive error? It is important to understand the thought process and associated actions of dissatisfied patients. As mentioned in Malcolm Gladwell’s book Blink, most patients who suffer an injury due to a practitioner’s negligence do not sue their healthcare provider. A common factor among those patients who pursued legal action felt like they did not get enough time with their doctor. Most of the litigious patients described their interactions with their doctor as poorly diagnosed. However, most of these patients are willing to give their doctor a second chance.

Speed and quality of service are the innocent culprits in most of these situations. Trying to respond to patients as quickly as possible decreases your chances of ignoring critical details, something that is very important to patients.

Wrapping Up

It is believed that by 2020, more than 89 percent of patients will shift to practices providing better patient experience and engagement. Your competitive advantage must focus on building patient relationships and improving experience.

Gone are the days where practices offered basic healthcare services. If you expect brand loyalty, it is time to treat patients like people, not numbers.

Always pay attention to what your patients are telling you. Do not be a transaction-focused practice. It is critical to building a practice to serve people and care about them, and they may return the favor by caring about you. This is the key to nurturing brand loyalty.

Remember, engaging patients and strengthening relationships is a practice-wide endeavor. It is not just for your front-desk staff. Brand loyalty and patient satisfaction are everyone’s responsibility.

Medical Healthcare Marketing

How patients prefer their doctor’s communication

Patients demand greater engagement with care providers, and not all of it is technology-based. Some, according to this infographic, may require traditional methods of communication. Research has found:

  • More than 40 percent of patients would like a phone call from their doctor.

  • Around 25 percent prefer their physicians reach out through email.

  • Some 70 percent of consumers appreciate patient portals as a way of communicating with providers.

At the same time, 60 percent of doctors say social media improves the quality of care delivered to patients.

FREE DOWNLOAD: How to manage online patient feedback and brand reputation

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How to Make Your Patients Follow Your Chiropractic Practice on Social Media

How to Make Your Patients Follow Your Chiropractic Practice on Social Media

We hear it all the time: “Engage patients!” Sounds like a valid and proven marketing advice, right? But what are the best and most efficient strategies for engaging your patients? Every medical practice is different, and so there is no one-size-fits-all mantra to follow. However, there are a few ideas you can implement that, when blended with research data and experience, can help you gain traction in the social sphere. Active patient engagement on social networks will help your chiropractor practice and is an important step toward increasing the conversion rate.

Social networks such as Facebook and Instagram are changing the way medical practices operate and interact with potential and existing patients. However, the key to success on these platforms is to have an active and engaged following. Engaged patients are great assets as they tend to spread the positive word about your practice and its services.

Why Do Patients Follow Your Brand?

Have you ever wondered why someone would even want to follow a healthcare brand on social media? Most of us will dislike a site that throws a three-minute pop-up ad at us while we are trying to read a two-minute blog post.

So, why would your patients be willing to follow your chiropractor practice on social media and have your content show up in their social feeds for free? Don’t you want to think about it?

As social networks become more prevalent and essential to marketing strategies, healthcare marketers need to have a solid understanding of the various reasons that existing and potential patients choose to follow, engage and interact with brands on social media.

It is important to understand the underlying reasons as to why your target audience would choose to follow your brand on social networks. This understanding will make the process of attracting and retaining those followers much simpler.

According to research, relevant content is one of the top reasons patients follow healthcare facilities on social networks. If you are looking to ramp up your conversion rate and brand awareness and increase the number of leads, check out these reasons why patients follow chiropractors on social networks:

How to Make Your Patients Follow Your Chiropractic Practice on Social Media

1. For updates on products and services: Majority of patients turn to social networks for their daily dose of updates about the latest products and services. If an existing or potential patient is interested in your products or services, he or she may choose to follow your brand on social networks to be “in the know” when new products and services are launched. So whenever you have news about your products or services, make sure you share the information on your social media pages. You can even consider sharing a short video or images related to the update.

2. To learn of exclusive offers and promotions: Your followers need to be rewarded for their loyalty. You can keep your patients glued to your social media pages by offering special discount codes, exclusive offers and other promotions. Nearly 70 percent of people follow brands to take advantage of special offers, promotions and special deals. While social networks are not the ideal place for throwing deals and discounts, such posts can help you generate leads and attract potential patients. As a bonus, in order to make your followers feel exclusive, you can announce a special discount only for them. However, you will have to be careful because posting discounts and offers frequently can make you look desperate. So limit the number of such posts. According to a survey, having access to special promotions is one of the top reasons patients follow a brand on social media. These discounts and incentives serve two main purposes: They attract potential patients to your page, and they help retain existing patients by positioning your brand at the top of their minds.

3. To find customer support: An increasing percentage of patients are turning to social networks for customer support. For a lot of people, contacting their doctor on social media is a quicker and more convenient way of expressing concerns and asking for help. According to research, 71 percent of patients who received positive customer service on social networks are more likely to recommend the doctor to their family and friends. Social networks are excellent platforms for engaging with your patients and showing them that you care about their experiences. If an existing or new patient posts feedback about your chiropractor practice on social media, a quick reply is an effective way to show gratitude and resolve concerns.

4. To keep in touch with your practice: Some patients will follow your brand simply because they like its unique identity and personality. Almost 32 percent of patients follow your brand on social media just because they want to stay connected and informed about the activities of your brand. From a healthcare marketer’s point of view, this proves the value of social networks as an effective tool for patient engagement and feedback. Your brand’s social media page serves as a useful resource where patients can see the latest updates from your practice without having to visit your website. Whether you are posting about a new product launch or an exclusive discount offer, following your practice presents the opportunity to keep informed about all the important updates.

5. To post an online review or feedback: If a patient is following you on social media, it is highly likely that he or she is already a loyal patient or is interested in learning more about your services. Patients often follow brands they care about and give feedback about the doctor on their experiences. Social media can give your patients a public voice, so it is critical to take feedback and reviews constructively. Social networks are an excellent way to see what your patients think about your practice and where your strengths and weaknesses lie. Practices that are more open in soliciting the feedback of patients will send the message that the feedback matters, and this can have a positive effect on patient loyalty.

However, not many patients will bother to leave feedback unless they feel passionately enough about your practice to make an effort. Your social media pages will often be one of the first platforms that your patients will turn to when they want to post a review or leave feedback.

And, Why Do Patients Unfollow Your Brand?

Acquiring a massive social media following is incredible, but it is pointless if you keep losing those followers. It is important to understand what is making your followers leave. Being unfollowed is an expected part of the social media journey.

You may think you know your patient demographic inside and out, but do you really know what they want to see on your social media pages? Unknowingly, you might be committing social media mistakes and forcing them to hit the unfollow button. So where could you be going wrong? As a healthcare marketer, it is almost impossible to please every single patient. Here are five key reasons patients unfollow a practice on social media:

1. Irrelevant or boring content: According to research, 21 percent of patients will unfollow a brand if the content is uninteresting and repetitive. If the content you are sharing is not exciting, your target audience will unfollow you. The truth is, there is a lot of competition out there, and you need to be innovative in order to stand out from the crowd. Your patients are following your practice for a specific reason, and if you continue to share boring content, you can kiss those followers goodbye. Your followers demand and deserve fresh and informative content.

2. Over-promotion: Of all the reasons patients unfollow practices on social media, “posting too frequently” is one of the biggest turn-offs. Unfortunately, many practices still approach social media as if it is a broadcast channel where they are allowed to post updates every hour or two. It is important to understand that social networks require two-way communication – brands post, target audience responds and engages. But how much is too much on social media? The answer is, most followers expect the brands to post only once or twice a day. If you are posting updates more than six times a day, you need to slow down. The best way is to stick to a social media schedule so your target audience knows what to expect. However, stick to whatever schedule you decide on.

How to Make Your Patients Follow Your Chiropractic Practice on Social Media

3. Lack of engagement: The goal of social media presence is to be social. Social networks are designed to help you engage with your followers and make your brand seem accessible. However, if a follower messages you and you ignore him or her, it can defeat the purpose. It is critical to use your social presence as a medium to interact with your followers. As a healthcare marketer, you must engage with your target audience. Communicating with them in a personal and friendly manner is crucial. Nearly 39 percent of patients expect doctors to engage with them when they post on their social media pages. Engaging with your followers can help improve conversion rate, drive traffic to your website and attract new patients.

4. Your competitors are more engaging: A small portion of your followers can unfollow your brand if they come across a competitor who shares more compelling content and is more appealing than you are on social media. However, this is more of personal choice than a social media mistake. You cannot do much to stop such incidences. Your only option is to try to be better than your competitors by keeping an eye on their social media activities. It is important to take note of things they are doing right, and include those in your social media strategy.

5. Posting too little: While posting too frequently can cause you to lose followers, not posting enough can do as much harm. When you do not post for two months, and then all of a sudden post a promotional offer, your patients may wonder why they are following you in the first place. If you are too quiet and only posting rarely, your patients will find it pointless to follow you and most likely click the unfollow button. Again, it is advised to set up a social media schedule and adhere to it. You must post at least once a day. Being consistent will show your patients that you are present and active. The idea is to find a good balance when posting content on social networks.

How to Make Your Patients Follow Your Chiropractic Practice on Social Media

Conclusion

Social networks help in brand promotion. Healthcare brands need to make the most of these platforms by posting useful content frequently.

An important thing to remember is that your followers expect high-quality content that fits their requirements. Social media is a two-way communication platform, so be careful not to overwhelm your followers with frequent updates and promotional content. But if you are too quiet and only posting rarely, your patients will find it pointless to follow your brand and will most likely click the unfollow button.

Engaging patients through social networks can be challenging for some chiropractors, but it is the first step in creating loyal patients and for promoting your practice in earnest. It tells potential patients that you are listening and are actively involved. Social media engagement should be a pillar of your healthcare marketing strategy.

If you need more help with managing your social media profile, feel free to contact our social media services team today.

Medical Healthcare Marketing

6 Tips for Marketing to Millennial Patients in 2018

6 Tips for Marketing to Millennial Patients in 2018

If there is one generation that healthcare marketers cannot stop talking about, it is the millennials. Heavily sought after by most healthcare practices, the millennial generation presents a tremendous business opportunity. Medical practices of all specialties and sizes around the world are trying to engage and retain millennials and understand what drives them and influences their preferences.

According to published reports, millennials make up the majority of the U.S. economy and represent nearly $ 600 billion in spending opportunity. In addition, this customer segment is likely to spend $ 1.4 trillion per year by 2020. In order to win over this younger generation, healthcare marketers will need to create a strategy that can attract and nurture millennials into lifelong customers.

Understanding the Millennial Patient

Born and raised in a tech-savvy world, the millennials are trendsetters across all industries. Therefore, healthcare practices will need to innovate advanced marketing strategies that will identify and meet their demands.

For millennials, a positive word from a friend or someone they know is more reliable than a fancy marketing brochure or a paid ad. It is important to remember that you are trying to attract a group of people who tend to reach for their smartphones during commercials. This segment does not get drawn to traditional advertisements. So, instead of spending your precious dollars on ads, it is advisable to focus on creating useful content. Informational and relevant content is the key to attracting millennials. If you provide them with information that can benefit them, they are more likely to think highly about your practice.

It is critical to understand millennials before attempting to engage with them. Here are some of the common traits associated with them:

  • Healthcare-conscious: Millennials believe in taking on the responsibility for their healthcare. Flocking to buy health wearables is an excellent example of this. The younger generation is actively buying fitness bands and other types of health monitors that enable them to take control of their healthcare.
  • Use smartphones for accessing information: More than 90 percent of millennials rely on their smartphones for obtaining healthcare-related information primarily because this is quick and convenient.
  • Prefer interactive healthcare experience: Millennials desire an interactive consultation that empowers them to take ownership of their medical journey. In fact, millennials are one of the main reasons a good deal of effort is being put into telemedicine by many healthcare facilities.
  • Read online reviews: Most millennials read at least five to six online reviews before visiting a medical practitioner. They seek out opinions many online platforms, including medical websites, third-party review sites, online chatrooms and online healthcare forums.
  • Trust word-of-mouth: Millennials care about referrals from family and friends. According to research, millennials are twice as likely to seek referrals from friends before consulting a healthcare provider.
  • Technology-savvy: Millennials place strong importance on advanced technology. If a medical practice fails to stay up-to-date with the latest technological innovations, it may become irrelevant to this younger generation of patients.

Tips for Attracting and Retaining Millennial Patients

A lot of medical practices strive to attract, engage and retain millennials. However, reaching and engaging millennials requires an understanding of what they want and where they hang out to find it. Here are six tips on how practices can capture the attention of millennial patients.

6 Tips for Marketing to Millennial Patients in 2018
1. Optimize Your Website: The aim is to ensure millennials can find your practice online, and when they do, they must stick around long enough to schedule an appointment.

If you have not optimized your website for mobile devices, then you are already way behind. Millennials’ favorite devices are not desktops or laptops; they are smartphones. This customer segment is spending more time on their smartphones than any other platform and is utilizing them to make informed healthcare decisions. Therefore, if your website is not quick to load and easy to navigate on mobile devices, you will not be able even to attract, leave aside retain, any part of that $ 200 billion customer segment.

According to experts, every page on your practice website must load within three seconds. Millennials may not have the patience to watch a slow page loading. Every time you change an element on your website, test it.

In addition, try to upload videos or slide presentations on your website. This is because millennials do not want to read extensive content; they prefer content that is quick to grab and is visually appealing.

2. Leverage Social Media: A significant percentage of social media users is comprised of millennials. Before you can attract these people to your practice, it is important to identify where they spend their time and what language do they speak. Merely creating a social media profile is not enough. You will need to serve trending and captivating content that can provide quick and actionable information about your business and services. In order to engage this particular group of patients, it is essential for practices to communicate quickly and clearly, offer personalized assistance on social networks and take patients’ comments seriously.

6 Tips for Marketing to Millennial Patients in 2018

When looking to engage millennials on social media, make sure you have a clear brand personality. You can strengthen your personality by sharing engaging information multiple times per week. You can also share videos of your services or testimonials on how other patients have benefited from your products. However, while sharing images and video of your services on social networks, adhere to HIPAA guidelines. You can also engage with millennials by replying to their comments and questions, sharing their posts and asking for their feedback. Effectively engage millennials on social networks and build an online army of followers who are loyal to your brand.

3. Maintain a Positive Online Reputation: Having a positive online reputation for your practice is essential no matter what, but it becomes even more important when marketing to millennials. This generation puts a lot of emphasis on how your practice is perceived by its existing patients. Studies reveal that millennials search for online reviews before seeing a doctor. If you have great online reviews, you must prominently display them on your website or social media pages. However, if your reviews are not very encouraging, you can ask long-time or loyal patients to post a positive review of your practice. Another effective way to improve your online reputation is to have patient testimonials or case studies on your practice website. This way millennials can see from a firsthand experience that your existing patients are happy with your services, which will encourage them to book an appointment at your office. When targeting millennial patients, it is important to Invest in a progressive online marketing strategy that promotes positive reviews and helps patients spread the good word about your practice. However, do not ever post fake reviews.

6 Tips for Marketing to Millennial Patients in 2018

4. Offer Valuable Content: Marketing to millennials is different because although they want to be informed about and stay in control of their healthcare, they also have a short attention span. This can be challenging, and therefore you must convey the relevant information to them quickly and clearly. Visually appealing and interactive content such as videos, infographics, blogs and tweets can help attract and engage millennial patients. However, because millennial patients have a short attention span, make sure the video content is digestible. The average duration of video content should be one minute. This requires you to focus on one positive aspect of your services or practice. The more interactive your content is, as the more you can engage millennials. Infographics can also serve as a great marketing tool for targeting millennials. This is because infographics are short snippets of useful information displayed in a visually appealing manner. You can also consider writing blog posts for disseminating information about your practice to millennials. However, the articles should be easy to read and supported with graphics.

5. Focus on Developing Mutual Respect: Right from your online marketing strategies to appointment scheduling, every touch point is an opportunity to form a relationship based on mutual trust and understanding. Trust is earned. Be honest and deliver what you promised. When you consistently deliver unmatched patient service, you will lay the footing for a long-standing relationship based on respect and trust.

When a new patient calls your office, help him or her take the next step toward trusting your practice by having a real person answering the phone. Make sure your staff is well-trained and educated about the various services that you offer. Your staff must know what makes your practice better than competitors. Failure to answer questions asked by the caller will result in loss of your credibility. If your practice is not what the potential patient is looking for, he or she will hang up and call the next practice on the list. It is important to respect your callers’ time, and they will reward you with business.

6. Utilize Influencers: Celebrities have the power to influence millennials. Millennials tend to find social media celebrities more authentic and accessible. Social media celebrities are people with a massive fan following on social networks such as Instagram and Twitter, and they represent the younger generation with their thoughts and posts. In recent years, medical practices have achieved great success by partnering with social media influencers to promote their services subtly and naturally. Instead of traditional advertising, you can utilize influencers to talk about your services and products within their network and help you increase leads and referrals. You must make it a priority to establish strong relationships with influencers who can help you reach millions of millennials efficiently and entertainingly through their blogs, live video, podcasts and social feeds. With an influencer promoting your practice, it will not feel like an ad. If done thoughtfully, it will feel like a trusted friend recommending a tried service. However, it is important to choose the right influencers who can maintain an appropriate tone and do not appear forced or unnatural, in which case you may risk losing credibility among the target audience.

6 Tips for Marketing to Millennial Patients in 2018

Wrapping Up

Understanding what does and does not work to attract and engage millennials is a challenging task. They are such a varied group, which makes it difficult to choose a specific marketing strategy.

Since millennial demographics are so varied, marketing your healthcare practice to them is difficult. However, with millennials being more than 25 percent of the U.S. population, it is not wise to ignore them, either.
Therefore, if you want to be successful, it is essential to target them correctly. You must spend quality time on understanding their minds. You can start by optimizing your website for mobile devices and then move on to focusing more on social networks and sharing user-generated content. Make sure to stay active on social networks if you want millennials to engage with your practice.

Marketing to millennials is a different ballgame altogether. You will need to either throw out or make a lot of changes to your old marketing rulebook. In order to see a significant increase in engagement and conversion rate, you will have to connect millennials to your brand and appeal to their emotions.
At Practice Builders, we understand how important millennials are to the success of your medical practice. This is why we work with you to customize a unique healthcare marketing strategy that grabs the attention of one of the most powerful customer segments.

Through our carefully developed approach, we can help your medical practice attract and retain millennial patients. To learn more about how Practice Builders can help you reach out to millennial patients, contact us today.

Medical Healthcare Marketing

7 Proven Ways to Make Patients Fall in Love With Your Practice

7 Proven Ways to Make Patients Fall in Love With Your Practice

The Harvard Business Review recently surveyed thousands of customers to understand their service priorities. It was found that customers desired “an effortless experience” the most. The same outcomes can be applied to the healthcare community, where patients are our valuable customers. The more effort patients need to expend to get what they want, the more dissatisfied they will become.

Nurturing relationships with your patients is an important part of growing a successful medical practice. In this age of innovation and automation, caring for your patients has never been more critical.

At any moment, an unhappy patient can share their opinion with the public through social networks and negatively affect your practice. This is why it is more important than ever to create an unmatched experience for your patients to help develop your practice’s relationship with them into love. Creating love between your medical practice and your patients can help scale priceless positive word-of-mouth.

Creating a patient-focused culture of this nature is an opportunity that should not be overlooked. Most practices are failing when it comes to delivering the positive patient experience. This can be your opportunity to swoop in and enchant those patients into falling for your practice.

The Importance of Patient Satisfaction

Patient satisfaction is a marketing term that measures how services provided by a medical practice meet or surpass a patient’s expectations.

Patient satisfaction is important because it gives healthcare providers with a metric that they can use to manage and improve their practices.

In a survey of 200 marketing managers, nearly 71 percent responded that they found a patient satisfaction metric very useful in managing and monitoring their practices. Here are the top five reasons why patient satisfaction is so critical:

1. It indicates patient’s loyalty: Patient satisfaction is the best indicator of how likely a patient will come back in the future. Asking patients to rate their satisfaction level on a scale of 1-10 is a good way to find out if they will become repeat patients or brand advocates.

Any patient who gives you a rating of 7 and above can be considered satisfied, and you can safely expect him or her to come back and schedule repeat appointments. Patients who give you a rating of 9 or 10 can even become your brand advocates.

However, scores of 6 and below are warning signs that a patient is unhappy and at risk of leaving. These patients need to be put on a watch list and followed up so you can determine why their satisfaction is low. This is why patient satisfaction is one of the most effective metrics practices use to determine patient loyalty.

2. It is a point of distinction: In a competitive marketplace where practices compete for patients, patient satisfaction is seen as a key differentiator. Practices that succeed in these cutthroat environments are the ones that make patient satisfaction a priority in their business strategy.

7 Proven Ways to Make Patients Fall in Love With Your Practice

Practices that offer amazing patient experiences create environments where satisfaction is high and patient advocates are plenty. Not only can patient satisfaction scores help you keep a finger on the pulse of your existing patients, but it can also act as a point of differentiation for new patients.

3. It is cheaper to retain patients than acquire new ones: This is probably the most publicized patient satisfaction statistic. It costs six to seven times more to acquire new patients than it does to retain existing ones. Patients cost a lot of money to acquire. Your marketing team spends thousands of dollars getting the attention of potential patients, nurturing them into leads and motivating them to schedule an appointment. Why is it that you spend little or no money on patient retention?

Imagine if you allocated one-eighth of your total marketing budget toward patient retention.How do you think that will help you with improving patient satisfaction and retaining patients?

Here are some the most effective patient retention strategies to get you thinking:

  • Use blogs to educate patients.
  • Use emails to inform of special promotions.
  • Use satisfaction surveys to listen to complaints and compliments.
  • Delight patients by offering personalized experiences.

4. It increases patient’s lifetime value: According to a study by InfoQuest, a ‘totally satisfied’ patient contributes 2 to 3 times more revenue than a ‘somewhat satisfied’ patient. In addition, a ‘totally satisfied’ patient contributes 14 times more revenue than a ‘somewhat dissatisfied’ patient. Satisfaction plays an important role in how much revenue a patient generates for your practice. Successful practices understand the importance of patient lifetime value. By increasing patient lifetime value, you can improve the returns on your marketing dollar.

5. It reduces negative word-of-mouth: McKinsey revealed that an unhappy patient tells between 9 to 15 people about their experience. In fact, 13 percent of unhappy patients tell over 20 people about their experience. This is a lot of negative publicity. How much will that affect your practice and its reputation in your community?

Patient satisfaction is firmly linked to the bottom line and repeat appointments. What gets forgotten is how patient satisfaction negatively impacts your practice. It is one thing to lose a patent because he or she was unhappy. It is a different story altogether to lose 20 patients because of bad word-of-mouth.

In order to eliminate bad word-of-mouth, you must measure patient satisfaction on a regular basis. Tracking changes in the satisfaction level will help you identify if patients are happy with your services.

Most practices think they are the best and they have no dissatisfied patients. The reality is, almost 96 percent of unhappy patients do not complain. In fact, most unhappy patients will simply leave and never come back.

Patient satisfaction plays an integral role in your practice. Not only is it the leading indicator to measure patient loyalty, identify unhappy patients and reduce churn, it is also a key differentiator that helps to attract new patients in a highly competitive marketplace.

Tips to Increase Patient Satisfaction

As patient expectations are skyrocketing and profit margins are increasingly squeezed, focusing on positive patient experiences that boost engagement and add value to your practice is no longer an option: It is imperative. Research shows that when patients are fully engaged, they are both emotionally attached and rationally loyal to a medical practice. Not to mention, they are more valuable.

So, here are some important tips and strategies that practices can implement to increase patient satisfaction:

7 Proven Ways to Make Patients Fall in Love With Your Practice

1. Treat your patients right: Happy patients tell four to six people about their good experience. This is a way to influence word-of-mouth about your practice. Do not act as a nameless or faceless practice; instead, talk with your patients as a person representing the practice. You must always address your patients by name, and tell them your name at the very beginning of your consultation.

2. Respect your patients: One-third of patients say they experience rude staff at least once a month, and 58 percent of them tell their family and friends. This is exactly how negative word-of-mouth can work against your practice’s reputation for the long term. It is essential to be respectful of a patient’s mood when trying to resolve an issue they have with your practice. Maintaining your patience is key to giving your patient the time to air their grievances. This creates the opportunity for you to resolve the issue and make them comfortable. The more comfortable the patient is, the more likely he or she will share valuable feedback that can help promote your medical practice.

3. Always listen to your patients: As much as possible, have a healthy dialogue with your patients and listen to what they have to say. When listening to your patients, take into account what changes your practice and staff should infer from this feedback. Your patients are the lifeblood of your medical practice, and not dealing with legitimate requests will likely cause backlash.

You can use the following methods to gather feedback from your patients:

  • Surveys
  • Observation
  • Patient service
  • Social networks
  • Online communities and groups
  • Emails and web forms

4. Offer ongoing support to your patients: The biggest reason for patient attrition is dissatisfaction with staff or service. You should do everything in your power to provide excellent service to your patients on an ongoing basis. You must respond quickly and enthusiastically, and offer a special offer or discount with the hope of up-selling the patient to consider more services. There is never any reason to slow down on satisfying your target audience, especially when they are having a conversation with you over the phone. It is essential to note that 81 percent of practices with strong capabilities for delivering excellent patient experience are outperforming their competition.

5. Treat patients like valued partners: Take your patient’s feedback seriously and act upon workable requests. What is the point of listening if you are never going to act on that feedback? Make it clear that you want your patient’s valuable feedback and that your practice values them as a partner.

It is important for you to be completely transparent and allow your patients to contribute to improving your service for the future. Focusing on your patient to this level is an effective way to strengthen their trust and loyalty for your practice.

6. Be transparent: Being transparent is a must. Much like the tips and ideas discussed above, transparency is an essential element in building trust and satisfaction from your patients. But, what does it mean to be transparent?

  • Transparency means that you are not afraid of opinion and feedback.
  • Transparency means that you do not hide any facts.
  • Transparency means your employees’ personal and work identity blur.
  • Transparency means you like to have conversations with your patients.

7. Always keep your promises: Your word is your promise. Following up on your promises will show the transparency of your practice, while helping to build a feeling of trust with your patients. However, it is important to manage your patients’ expectations in order to ensure realistic goals are set. You must remain consistent in your messaging so that your patients can learn what they should expect from you in the future.

7 Proven Ways to Make Patients Fall in Love With Your Practice

Conclusion

Everything starts and ends with your patients. This is an area where business is won and lost. So, keeping your patients happy and satisfied is your primary responsibility. Happy patients will bring you more patients and opportunities, while unhappy ones may cause reputation crises. Therefore, loyal patients are one of your most important assets.

However, patient experience demands constant nurturing with a greater focus on strategy. Whether it is through emails, social networks, surveys or face to face, as a medical practice looking to thrive and attract more patients, it is essential to focus on patient experience.

Remember, in a reality where your patients pay your paychecks, you must treat patients as if they were your boss.

Practice Builders’ has decades of experience in helping our clients improve outcomes and enhance the patient experience. We create and implement the best practices in healthcare innovation along the patient journey. The result is improved the bottom line, increased sales and a strong online reputation. Contact us for a free consultation today.

Medical Healthcare Marketing

How to Gain and Retain Patients Through Referrals

How to Gain and Retain Patients Through Referrals

If you are a medical practitioner, your goal is to make your practice grow, and growth means attracting new patients and retaining existing ones. Marketing and advertising tactics may prove time-consuming and expensive.

Enter patient referrals. While you can use popular and effective marketing strategies, a significant part of attracting new patients includes getting them through referrals. Getting patient referrals from existing patients is one of the most successful medical practice promotion activities that you can put in place. This is primarily because new patients referred by existing patients are more likely to be happy and compliant than patients who find you on their own. Patient referrals are a much easier (and cost-effective) way to gain new patients rather than finding new patients through traditional or digital marketing strategies.

If you have not noticed, there are heaps of information available online on how to get more referrals from patients and grow your practice. While there is no harm in implementing the latest tools or fancy marketing tactics, they may not provide you with a strategy to gain patient referrals. They are not cheap, either. You may end up spending a lot of money and still not get anything implemented.

Regardless of the size of your medical practice, focusing on patient referrals will help you grow your practice without coming across forceful or sleazy.

Why are patient referrals more important now than ever before?

Over the past two decades, patients have dramatically changed the way they search for and purchase healthcare services. According to a survey, one in three American adults regularly search online for a medical condition. In addition, rising co-pays are causing patients to look for the best value. They are looking for healthcare providers on various websites, checking out online reviews and asking their friends and family before scheduling an appointment.

Potential patients now expect interactivity from physicians before committing to treatment. Healthcare providers who provide personal interactivity will earn the trust and confidence of key influencers.

How are traditional referrals different from patient referrals?

Healthcare providers are no longer the gatekeepers of medical referrals that they once were. Traditional marketing strategies used to leave physicians with little control once their work was complete. Patients received treatment and shared their experience with the world. If the patient chose to share a positive experience with others, the practice would benefit from a positive word-of-mouth. However, if the patient decided not to share his or her positive experience with others, the marketing opportunity would fizzle.

However, today, healthcare providers have more control over word-of-mouth marketing. The key to building a successful medical practice through word-of-mouth is to combine social networks with word-of-mouth marketing. Patients are more vocal now about their experiences because social networks motivate them to speak their minds. In the past, patients shared their experience with less than a dozen friends. Now, they can post their reviews online and reach thousands of potential patients.

How to Gain and Retain Patients Through Referrals

Can you use word-of-mouth patient referrals to your advantage?

As a physician wanting to market his or her practice, your primary goal must be to encourage your existing patients to act as ambassadors for your practice. This is similar to encouraging your patients to share their feedback the old-fashioned way, but it has a deeper impact. If you can get just a few patients to leverage social media for word-of-mouth marketing, you can reach massive numbers of potential patients.

The best way to encourage happy patients to share positive experiences is to provide them with as many opportunities as possible. Establish a strong online presence and use as many different platforms as possible. If you feel a particular social network or platform is not a good fit considering your target audience, find innovative ways to get involved. You can use websites such as Twitter, Pinterest and Facebook to establish a strong online presence. These websites will help drive traffic to your practice website and get potential patients to talk about your practice.

How can we help?

The world of medical marketing is constantly evolving, and it is normal to feel overwhelmed and unsure of what the future looks like. Tried-and-tested methods of traditional marketing may not produce the same results, but that does not mean we can ignore them completely. Word-of-mouth referrals are just as valuable today as they were a decade ago. However, today word-of-mouth referrals are being used in a way that can spread information faster. You can use them to generate new patients for your practice and build a thriving practice in this age of medical marketing.

There are a lot of practical and proven marketing strategies that you can use to grow your practice, but keeping your patients happy and satisfied needs to be at the very top of your list.

Most physicians do not realize the impact they can have by keeping regular contact with previous patients. It is the most strategic step you can take to increase the number and improve the quality of your patient referrals.
If the patient referral is a strategy you would like to explore, check out our eBook on What Every Healthcare Practice Should Know About Gaining and Retaining Referrals. In this eBook, we have shared best tips on how to use patient referrals to grow your medical practice. The eBook contains practical ideas and tips you can implement even with a busy schedule.

Ultimately, it boils down to the fact that getting referrals is easier and quicker when you are good at your job. However, it never hurts to be more proactive. So, if you are looking to grow your medical practice and gain more patient referrals, contact us. We can help!

For a free healthcare marketing consultation to make sure your practice is taking the right steps to attract more referrals, contact us today.

Medical Healthcare Marketing

Infographic: Remind patients why breastfeeding is important

You know the benefits of breastfeeding for both mothers and children alike, but do your patients?

August is National Breastfeeding Month, the ideal time to remind expectant parents why breastfeeding is important to the health of their newborn children—and to mothers themselves.

The infographic below spells out the benefits of breastfeeding.

For children:

  • Decreased risk of childhood cancer
  • Higher visual acuity
  • Reduced risk of diabetes
  • Lower cholesterol

For mothers:

  • Reduced risk of breast, ovarian and endometrial cancer
  • Decreased risk of osteoporosis
  • Faster return of uterus to pre-pregnancy state
  • Lower risk of high blood pressure, high cholesterol and more

View the infographic here.

HealthCareCommunication.com

Medical Website Design Tips That Convert Leads to Patients

Medical Website Design Tips That Convert Leads to Patients

As a marketer, you must have invested a lot in marketing strategies in order to boost your website traffic. After tremendous amounts of content creation, social engagement and paid media, you think of celebrating because your website is finally able to pull in thousands of unique visitors every week. However, if your conversions are not picking up and growth is slow, then this is not the right time to celebrate. While it is critical to attracting more visitors to your website, those visitors are of no significance if they are not resulting in appointments. Unfortunately, website visitors do not grow your practice. Patients do. And if your website is not helping you improve conversion rates, it is not serving you well. This is where conversion rate optimization can benefit you.

Instead of attracting more visitors to your website, conversion rate optimization focuses on making your website more effective so that your existing visitors feel motivated to convert to patients.

No doubt, conversions are difficult to achieve. According to research, strong conversion rates hover in the range of 3 percent to 5 percent, depending on your specialty. The medical industry is tricky because your potential patients have a lot to consider before converting. Before getting into further details, here are a few points to get you thinking:

  • Typically, you will get merely five seconds to make an impression using a landing page. After five seconds, most of your visitors will leave.
  • Approximately 96 percent of your website visitors are not ready to buy.
  • The more landing pages you have, the more leads you are likely to attract.
  • A one-second delay in your website speed can cause a 7 percent reduction in conversions.
  • A/B testing is the preferred method that can help you increase the number of conversions.

If you too are struggling and looking to improve your conversion rates, you must look beyond the traditional tips and suggestions for bottlenecks.

Medical Website Design Tips That Convert Leads to Patients

Here are seven key healthcare website design principles to help you achieve better conversion rates:

1. User-friendly, responsive website design: A user-friendly web design is easy for visitors to navigate. If your website is too difficult to follow, visitors will become frustrated and will be less likely to convert to patients. Your website should also include your practice’s phone number, email ID, address and location in the footer. Ensuring that vital information is clear and prominently displayed will result in a higher conversion rate. Also, visitors may be accessing your website on whatever device they are using.

According to SmartInsights, more than 80 percent of people use smartphones as their primary method for browsing the Internet. It is important to be mindful of this trend because 30 percent of mobile users are likely to abandon a website if it is not optimized for mobile browsing. By having a responsive website, you place your practice in the best position to connect with highly engaged potential patients.

If your website is not using a responsive, mobile-compatible design, then it is time to upgrade your website. Failing to do so will not only make you lose potential patients but will also cause a significant drop in search rank and organic traffic.

2. Make your unique value proposition (USP) clear: There are plenty of healthcare providers out there, so it may become difficult to differentiate yourself from the pack. While the unique aspects of your practice may be known to you, conveying a clear value proposition to your visitors is vital to your conversions. Your visitors should clearly see on your landing page why they should come to your practice and what unique services you offer. What are your main selling points? Do you claim to provide the best services using the most advanced equipment? Do you offer discounts? Your landing page or homepage should address the top questions that potential patients may have about your practice. You are likely to increase your chances of converting a visitor into the patient if you have a clear value proposition that encourages the visitor to take action.

3. Test your calls-to-actions (CTA) buttons: What is the purpose of each page on your website? After a visitor reads a page, what is the action that you hope they will take? Do you expect the visitor to make an appointment or contact you for more information? The easiest way to accomplish your goals is to add a call-to-action button at the end of each page that prompts visitors to take the desired action. The CTA buttons are an essential element for influencing your visitors and should be easily visible. Make sure strong calls-to-action buttons are present on all pages and stand out from the other information on the page. According to research, changing your CTA buttons from green to red can increase conversions by as much as 34 percent. Also, using encouraging language like “Click to see pricing plans” can help increase conversions by 252 percent. Placing the prominent CTAs, such as ‘Contact Us’ or ‘Request an Appointment’ inside a circle or button, can make them stand out from other elements on the page. Make it easy for the visitor to complete the action.

4. Test your headlines: The headline can make or break your patient conversion rates. The first thing a visitor reads on your website is your headline. The first impression is formed within the initial few seconds, and the headline plays a major role in shaping that opinion. It is important to know what resonates most with your visitors. While there is no magic wand to help you find the way, there are a few guidelines that you can follow.

If your headline is unclear or mysterious, you confuse your visitors into leaving. On the other hand, a well-written informational headline can encourage your visitors to take a closer look at your services.

Having a clear headline with a unique value proposition is critical. You can consider adding discounts or free services in your headline in order to attract more eyeballs. You will need to test a couple of ideas and see what works. Be creative with your headlines and inform the visitor of your USPs. The goal is to serve them useful information in a creative way that pushes them one step closer to converting.

Medical Website Design Tips That Convert Leads to Patients

5. Try to shorten and simplify contact forms: Limit the forms only to the necessary number of fields. How many times have you been willing to sign up for a service, continue and see more than 25 fields to fill in? Will you not just leave the site? Respecting visitors’ time is critical. If you have managed to encourage the visitor to sign up, it is important that you do not make him or her drop off because your form is too long.

If your aim is to convince a visitor to fill a form, make sure the form is small. Ask for the information that you really need. For instance, in an appointment request form, you should include fields for the patient’s name, email address, location and maybe the current illness.

Build short forms, and only ask for what you need. Try not to include optional fields such as username, birthdate, security questions and verification code. In fact, do not force your visitors to create an account, even if they are coming for the first time. You will end up interrupting their conversion process.

6. Use video content to engage visitors: Videos are far more engaging than static text content and can help you build an initial human connection with potential patients when they are seeking a new healthcare provider. According to a study, one out of every three healthcare customers is actively searching for healthcare videos online. Before uploading video content, think about the needs of your potential patients and what they are hoping to find when they visit your website. Most potential patients want to feel a connection with a practice they entrust themselves to and want to feel cared for in the process. Video content is a powerful way to convey that message and bring more patients through the door.

7. Offer live chat: Implementing a live chat feature is believed to increase signup form fills by almost 31 percent. Many websites use chat tools to generate leads and convert them to customers. A website visitor is more likely to turn into your patient if he interacts with a person, and this is what a chat box does. Visitors can directly click on the chat box and ask questions to the patient care representatives at the other end. With a chat box, you will also understand what your potential patients need or want from your medical practice, and this insight can help you enhance your services.

Medical Website Design Tips That Convert Leads to Patients

Your website is the online face of your medical practice. By stepping back, taking a consistent look and implementing these seven key tactics, you will be able to elevate your website from a mere online brochure to a lead-attracting and converting tool. The healthcare industry, as well as the preferences of patients, have changed drastically over the past few years. It is time for your website to do the same.

An excellent healthcare website design should strike a delicate balance between conversion goals and esthetics in order to sell your services. Your website should be striking enough to grab the attention of visitors, yet useful enough to convey the essence of your brand. An effective healthcare website will let the content stand out without the distraction of visual elements.

These healthcare website design tips will not only improve conversion rates, but will also help you attract more qualified traffic.

At Practice Builders, we have specialized in medical marketing and healthcare website design for over three decades. This singular focus gives us the expertise, data and the insight to build healthcare website designs that provide one of the best conversion rates in the industry. Contact us for a free consultation and quote.

Medical Healthcare Marketing

How are you reaching all your patients in the digital age?

Are high-tech innovations increasing medical access, or are they putting restrictions on patients with disabilities?

Health care providers are aware of and comply with ADA accessibility, but what about the barriers created by technology for patients with communication and processing differences?

Telemedicine

With apps such as Doctor on Demand, telemedicine has become a powerful tool that can lower health care costs , increase patient monitoring and bring patient care to isolated areas. Yet the accessibility of telemedicine depends on the individual’s needs.

Treating patients with traumatic brain injuries and post-traumatic stress disorder might require certain accommodations, such as recording the session for repeated viewing, providing written follow-up and paying careful attention to the patient’s body language. It’s easy to overlook these factors when people aren’t physically in the room with you, but telemedicine makes it even more important that practitioners be mindful of them.

Visual data

Visual content such as health-related infographics can help you share information with your audience. If that content isn’t engineered to respond to screen readers, it will be inaccessible for those with visual impairments or others with limited literacy or disabilities that hamper information-processing functions.

As the use of videos increases on health care websites, so does the demand for captioning to accommodate patients with hearing impairments. These same patients can’t use telemedicine conferencing if the content isn’t interpreted for them or accompanied by text chat.

Technology has been democratizing communication for disabled individuals, particularly through the use of augmentative and alternative communication (ACC). This is a common mode of communication for people with autism, but people with a wide variety of disabilities use ACC to communicate. ACC may be digital—involving typing or image-based communication—and can limit the ways that the user interacts with others, but this form of communication ought to be treated equally, even as we push digitization.

Anna Johansson is a freelance writer, researcher and business consultant. Follow her on Twitter and LinkedIn .

HealthCareCommunication.com

Infographic: 10 common diet traps your patients can avoid

One researcher calls new data on obesity in America “a wake-up call.”

The past 20 years have seen a startling spike in the number of overweight and obese people in the U.S. Highlights from the Centers for Disease Control and Prevention paint a dismal picture, one that can improve with the help of health care communicators, marketers and PR pros.

The CDC says around 70 percent of people age 25 and older are overweight or obese. That’s a jump from nearly 60 percent two decades ago.

The Washington Post says this marks the first time obese/overweight people outnumber those who maintain a healthy weight.

In rethinking your outreach efforts, consider the diet traps outlined in this infographic. Many of your patients probably experience these challenges as they battle the scale. You can encourage them to:

  • Eat three meals a day.

  • Pay attention to nutrition labels, especially calories, saturated fat and sodium.

  • Listen to their bodies and avoid emotional eating.

  • Exercise at least five days a week.

  • Ingest vitamins and minerals to boost energy levels.

  • Get back on track despite a splurge.

(View a larger image)

10-Common-Diet-Traps-Infographic

(Image via)

This article was first published in June 2016.

HealthCareCommunication.com