Patient-Centered Communication and Education: The Unique Selling Proposition Solo Providers Are Missing to Build Patient Trust
Solo practice providers are in a unique position. They’re often competing against larger, better-resourced practices and trying to maximize the impact that their marketing efforts have. But what if education and transparency became the most important aspect of your approach? By prioritizing patient-centered communication, solo providers can set themselves apart in a crowded marketplace and build trust with patients who now have more options for their care than ever before.
Patient Communication Principles That Matter
If you’re looking to make your mark with patient-centered communication, implementing these important principles can have a big impact.
1. Plain Language
Let’s face it, medical jargon can be intimidating. Terms like “dermis” or “fractional laser” may be routine to you, but a lot of patients might find them confusing. Using plain, direct language helps patients feel more comfortable and understand exactly what you're talking about.
Pro Tip: Need help figuring out what is and isn’t plain language? Use the Plain Language Quick Reference Guide from the U.S. Department of Labor.
2. Patient-First Language
This is all about speaking to patients directly. Instead of saying, “The patient will experience minor discomfort,” say, “You may feel some slight discomfort.” Using “you” rather than “the patient” personalizes your communication and can go a long way toward helping people feel seen and included in the conversation.
3. Keep it Concise and Actionable
Studies on website engagement show that many visitors skim only the first few lines of an article, especially if the content feels text-heavy or too complicated. High bounce rates, where people leave after a short amount of time, are tell-tale signs that visitors aren’t finding the information they need fast enough. This same study found that healthcare sites have average bounce rates of 65%, with some reaching as high as 80%. For solo providers, this is proof of the value of quick, clear information.
Marketing vs. Patient Education and Counseling: Can They Work Together?
Many solo providers rely solely on SEO and how well they are ranking on Google. While this is important, it can also lead to a “copy-paste” approach to marketing content. However, patient-centered communication can have different priorities than content created solely for marketing. Here’s where the two can clash:
Length and Complexity - Blogs that aim to rank high on search engines often include lengthy and complex information. This approach rarely follows plain language principles and can overwhelm or even discourage your patients.
Clarity on Next Steps - Marketing content can sometimes be unclear about what patients should do next. For example, important aftercare details may get buried halfway through a long post, making it hard for patients to find quick, actionable information. Imagine a patient recovering at home without their aftercare packet, looking for much-needed help on your website—would they be able to easily find what they need?
Transparency of Information - A lot of healthcare marketing materials may be tempted to gloss over certain aspects of treatments in fear of “scaring off” potential patients. However, omitting these side effects or uncertainties about a new procedure can come across as gatekeeping information. Using a more balanced approach, on the other hand, like explaining both the potential benefits and limitations, may help you stand out as a more trustworthy source.
How Patient-Centered Communication, Education, and Marketing Can Co-Exist for Higher Patient Satisfaction
There’s no denying that effective online marketing helps solo providers bring in new traffic, which is essential for your business to grow. I’d argue enhancing your marketing with patient education can help you build stronger, lasting patient relationships and turn your website visitors into the new patients you’ve been wanting to see.
Here are some practical ways to incorporate education into your marketing:
1. Be Transparent about Treatments
Rather than skimming over the details about a popular treatment, explain both its benefits and any possible limitations. If you offer treatments like exosomes, share the full story. Let patients know the promising aspects but also where research is still ongoing. Then, explain why you still believe it’s worth considering.
2. Address Real Concerns Head-On
Patients often have genuine fears about necessary and elective procedures. Instead of avoiding these concerns, discuss them openly. If there are side effects, explain what they are and what steps you recommend to manage them. Patients appreciate this candor and are more likely to trust providers who don’t shy away from openly sharing the full picture.
3. Use Simple, Direct Language
Healthcare is full of complex terms, but you can stand out from the crowd by simplifying them. Talk to your patients as you would a friend and use everyday language that they don’t need to Google. Instead of “centrifuge” or “epidermal growth factors,” use terms like “a specialized machine” or “your skin’s outer layer.” This shows respect for your patients’ time, builds rapport, keeps readers engaged, and ensures that your important message doesn’t get lost in the jargon.
Interested in leveling up your practice’s marketing, but unsure where to start? Get actionable guidance with a one-time consultation.
Patients Don’t Want to (Only) Self-Educate: Using Communication Skills to Empower Patients
There’s a narrative that patients today want to be more involved in their healthcare decisions. While that’s true to some extent, it may also stem from a frustration about feeling kept in the dark. Informed patients don’t necessarily mean fully self-educated ones. Providers who empower patients with useful, accessible information—not overwhelming or overly technical—can make a much bigger and longer-lasting impact.
It’s important to remember that patient education is a shared responsibility. When you go the extra mile to educate, your patients are more likely to feel empowered and confident in their choices, ultimately leading to a more positive provider-patient relationship.
Are You Ready to Improve Patient Experience - and Create a Thriving Practice?
Patient-centered communication, which puts honesty and transparency at the forefront, can be a very powerful way for solo providers to set themselves apart from the crowd. This approach helps attract and retain patients who value not only expertise but also the care and understanding that come with a more personal practice.
Are you ready to stand out with clear, patient-centered communication? Let’s work together to build trust, keep patients informed, and make your practice the obvious choice. Connect with me today to start creating content that speaks to your patients’ needs and keeps them coming back!
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