How Fine Tuning the Patient Acquisition Cycle Can Give Your Healthcare Practice a Boost

The patient acquisition cycle refers to the general process healthcare organization undergo to attain and retain new patients. While the cycle may contain some extra steps or appear slightly different depending on the specific facility, what all healthcare providers should know is how integral the progression is to marketing efforts.

Serving hospitals, private practices, and senior and home health centers nationwide, AMNY Health Marketing employs strategized marketing capabilities to assist facilities in achieving key goals, such as obtaining new patients. We provide a detailed overview of the patient acquisition cycle and explain how marketing tactics can help you fine-tune the process.

The Four Stages of the Patient Acquisition Cycle

Most healthcare marketers will cite that the patient acquisition cycle has four stages. Each segment reveals the progression that individuals must make to move from prospective patients to ambassadors for the provider. The following will discuss what each stage involves, as well as strategies you can implement to optimize the cycle and experience greater marketing success:

Brand Awareness

No business is likely to grow its customer base without effective branding. For healthcare, meaningful branding can bring more visibility to your facility and build trust among potential patients. To avoid spending resources on branding that doesn’t resonate with your target audience, it’s critical to maintain a comprehensive, well-organized approach.

Understanding how to create quality branding will likely involve analyzing data. What healthcare services do people in the area most need? How do you compare to similar facilities nearby, or what differentiates you from these clinics? Once you uncover answers to these questions, you can craft more targeted messaging to engage prospects.

Patient Engagement

Once you get potential patients to listen to your messaging, you can focus on educating them about your facility. While you may need to consider the unique benefits you deliver to patients in the first stage, this is where your distinguishing factors come into play more.

One of the best techniques for engaging prospects is content marketing. Blogs, sponsored content, social media posts, and even videos — these and similar content can establish you as a thought leader within an area or a particular type of medicine. This material should also point out how your hospital or practice is better equipped to provide the services that patients need than other facilities in the community, even if you don’t explicitly make that claim.


After learning more about your organization, what you offer, and what sets you apart, an individual may decide to schedule a consultation or appointment. At this point, the focus will shift to forming a relationship and proving that you are committed to delivering exceptional service and meeting their various care needs.

When patients are ready to make this switch, you want to make it easy for them to set up an appointment. An effective technique is incorporating links to contact or appointment request pages on blogs and social posts. If a possible patient cannot locate a phone number or online portal for making an appointment, they may get frustrated and look elsewhere. Many people already find it difficult to schedule doctor’s office visits, so simplifying this aspect alone can substantially enhance their perception of your facility.


After receiving superior care at your hospital or practice for a significant time, a patient may be willing to share their experience through referrals. This phase may be the single most important from a conversion standpoint — a recent study found that 90% of patients rely on online patient reviews to assess providers.

While word-of-mouth marketing is still beneficial for having patients refer your clinic to families and close friends, you can boost the value of these referrals through digital marketing. You can consider integrating patient testimonials into your web design or designating a specific page for review, as well as highlighting patient experiences on social media.

When referrals praise your healthcare organization, the buzz can reach prospects within your target audience and generate more awareness of your brand. It’s this reason that patient acquisition is cyclical and why taking the time to craft strategic marketing upfront can have such long-term effects.

Increase New Patients with Help from AMNY Health Marketing

For marketing to have the most influence on the patient acquisition cycle, your facility needs a thorough knowledge of various marketing strategies and access to digital tools. Partnering with an agency like MassLive Media Group can give you the resources and expertise necessary to improve the cycle.

Our team of healthcare marketing strategists offers solutions backed by extensive and reliable healthcare data to help you acquire new patients and raise referrals. With our content services, we can help you craft a unique and engaging story of your brand that resonates with prospects. Contact us today to learn more about our services for healthcare organizations nationwide.




Manufacturing Recruitment Strategy

Worker shortages in manufacturing industry is real. Highly skilled positions remain open as a significant portion of the manufacturing workforce is nearing retirement age. For manufacturers, building and maintaining a robust and skilled talent pool is key for both short-term and long-term hiring success.

Recruitment Marketing as a Relationship Builder, Not Just Candidate Sourcing

Don’t wait to be present until a position is open – consistently position your brand in front of both passive and active job seekers. Consistent branding creates a talent pool who is familiar with your company, benefits, culture and therefore more likely to consider you when looking to make a career change. Top of the funnel marketing tactics such as video and display make your brand presence known.

Build A Connection By Understanding Your Best Potential Candidates 

Develop personas, marketing strategies and campaigns specific to your common open positions. Different positions attract different types of candidates. Understanding the nuances allows you to more directly content with job seekers, to communicate your company story and to welcome them into your culture with a personalized approach. Seek out a recruitment marketing partner with a deep data bench, capable of developing audience segments, media placements and creative to speak directly to specific candidate audiences.

Enhance Your Job Board Presence with Display & Video

Placements on job boards are effective in reaching those actively seeking a position. However, other traditional marketing methods like targeted display and video allow companies to share their full story. More visual formats let prospective candidates see your benefits and experience your culture. Both elements that can cause them to choose you as their next employer – over your competition.


Healthcare Recruitment Strategy

A growing aging population, pandemic burnout and a ramp up of traveling nurse opportunities have put a strain on healthcare recruitment. Nurses are in high demand – with an abundance of employment options to choose from. How does your healthcare facility standout in this mad dash for employment?

Invest in the Community You Serve

Healthcare is essential to the community. Consider supporting the community you serve by sponsoring local events, job fairs and awards to keep your organization top-of-mind. Not only will these positive associations bring your organization front and center, it will also generate positive word of mouth among the community – reaching friends and families connected to potential candidates.

Showcase Company Culture

Give a glimpse of what its like to work at your organization on any given day. Show the people who work there, the halls to be walked and the benefits to be had. Video succinctly communicates positive culture through virtual tours, testimonials and more. Written testimonials and other content featuring current employees lend authenticity to your showcase.

Replenish Talent Pools with New Grads

New graduates are critical in helping to fill staffing gaps and to replenish talent pools. Utilize highly targeted strategies to reach new graduates, while still on campus, where they are spending their time. Hyper local mobile targeting puts your organization front and center among soon-to-be-graduating adding you to their consideration set for post-graduation employment.


Education Recruitment Strategy

Like most categories of business, education providers are facing faculty and staff shortages. Finding experienced and passionate educators and faculty continues to be a challenge. Education institutions should look beyond salary and benefits to larger strategies to drive interest and applications for the upcoming school year ahead.

Build Your Talent Pool with Year-Round Strategy

Primary education recruitment season begins at the end of the previous school year, with many schools starting from scratch every year. Establishing a year-round recruitment marketing strategy, allows you
to reach faculty and staff considering a change throughout the school year, adding them to your talent pool as the year progresses. Having a year-round plan also puts your institution front and center, outside of the more cluttered traditional recruitment period.

Utilize Your Community As A Recruitment Tool

Your community has the potential to be a unique selling point for your institution. Consider highlighting the quality of life – showing prospective employees the community you serve. Community events, local activities, cost of living and more can have pull over prospective employees looking to make a move or to enjoy a way of life your community offers. Partner with local events, local organizations and even your convention and visitors bureau to generate content about your community.

Job Fairs Help Build Awareness of Your Institution

Passive and Active job seekers join job fairs to learn more about prospective districts and institutions. By merely being present, among your competition, you can ensure that your district or institution is in the consideration set for educators looking to make a career move. Both in-person and virtual career fairs provide additional visibility and awareness for your institution.


Warehouse Recruitment Strategy

Warehouses are experiencing unprecedented growth thanks to a shift towards online shopping. As growth continues and timely shipping remains critical, warehouses face a continual shortage of workers.

Tout the Benefits That Make You Stand Out

Warehousing jobs are not historically known for good benefits and upward mobility. With changing demand and increased competition, more warehouse companies are adding long-term benefits and job training to their offerings. As an employer, tout benefits like 401Ks, employer matching and paid training as part of new hire packages. Talk about your openings more as long-term careers vs. short- term or holiday employment for additional appeal.

Get Connected In the Community

Grassroots community efforts and word of mouth tactics still hold strong in warehousing recruitment. Sponsoring local community events and job fairs raises brand awareness in the community, spreads positive sentiment about your organization and jump starts word of mouth. This simple activation makes your organization more likely to be noticed by potential job seekers and considered as a stable, future local employer in a future job search.

Local Jobs, Local Placements

Warehousing recruitment pulls most applicants and new hires locally. Very rarely to companies hire outside of their immediate market. Tap into the local job seeker scene through local job boards, job fairs and other local job posting opportunities. Local job seekers continually use these outlets to find new employment opportunities.


Trucking Recruitment Strategy

Facing an aging workforce and increased competition for new talent, the trucking industry struggles to keep recruitment pipelines full and trucking routes staffed. Trucking industries should look to implement full-funnel marketing strategies to not only attract active job seekers but it keep talent pools fresh with new prospects.

Address Trucking Industry Myths

Increase top-of-the-funnel prospects by introducing the benefits of a trucking industry careers to passive job seekers. Address potential concerns head-on, including hours, mileage goals and living conditions while highlighting employment benefits such as 401K matching, healthcare and time off. Video and written content are both great vehicles to communicate this information.

Stay in Touch with Prospects

Deciding to change careers can be a lengthy process for passive job seekers. Keep your talent pool active with periodic communication about your business, job openings and career benefits. Set up an email calendar, reaching out to a list of emails from those who you met at job fairs, submitted an inquiry or sent a full resume. Frequently post about your culture, the trucking industry and openings to keep your followers engaged.

Job Boards Are Important

Trucking applicants remain tapped in to local and regional job boards. A presence on local job boards and job aggregator sites provide you business with bottom of the funnel presence – reaching those interested in the truck industry and actively applying now.


Professional Recruitment Strategy

Finding outstanding talent that fits your culture is a concern for any business. Make the most of your time and resources by attracting qualified candidates that can hit the ground running and succeed within your organization. Identify quality talent and cultivate your talent pool with leading recruitment marketing strategies perfect for professional businesses.

Showcase Your Company Culture

Tell the story of your business, your history, your employees and more. The more a prospective employee knows about your operations and culture the more they are able to determine whether they are a match for your organization. Office tour videos, employee testimonials and other visuals can help to show daily life within your company.

Tailor Communications to Open Positions

Instead of deploying blanket recruitment ads for all positions in your company, consider developing custom creative and campaigns for each position. Messaging should focus on key benefits and operations of that role, showcase photos and videos of that segment of your business and speak directly to those candidates. Specific communication, drives more qualified applications – increasing your odds of finding a match while building up your talent pool - than general recruitment ads.

Use Job Boards to Reach Active Job Seekers

Job Fairs, local job boards and job board aggregators remain critical bottom-of-the-funnel tactics in securing applications for open positions. While other flashier tactics will fill the top of your funnel, these more nitty-gritty media elements provide a place for active job seekers to seamlessly apply for the positions they want – now.