Geomarketing: Target Customers Where They Live—Literally
“When parents have children with fevers or a bout of stomach flu, whether they need a general practitioner or a specialist, they’ll generally look for doctors who are close to them,” observes Terrence Tucker, media supervisor at Response Mine Interactive.
“Even if the need isn’t immediate and patients are just looking for a physical exam, six out of 10 people choose doctors based on how convenient the office location is, according to data from Healthgrades, an online service that helps consumers find and compare health care providers. In fact, the only attribute cited as more important by patients seeking physicians is whether or not the office accepts their insurance.”
Tucker notes that “[l]ocation trumps hospital affiliation, length of time to get an appointment, and reputation when it comes to selecting health care providers.”
For this reason, it is vital to target the patients in your immediate geographic area. Geomarketing (the term used to describe marketing to consumers based on their geographic location) allows you to do just that.
For Tucker’s recommendations on creating an effective, well-executed geomarketing strategy, read our full article now:
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