How to Maintain Word-of-Mouth Marketing While Running Programmatic Marketing for Your Medical Practice

In today’s competitive healthcare market, digital marketing is a necessary component of any practice’s growth strategy. Programmatic display marketing allows your practice to reach the right patients at the right time, but even as digital efforts expand, word-of-mouth referrals remain one of the most valuable sources of new patients. The question is: how can you balance both?

The Power of Word-of-Mouth in Healthcare

A report from the Journal of Medical Internet Research found that 88% of patients trust online reviews and personal recommendations as much as a referral from a physician. While programmatic marketing helps increase your reach and brand visibility, personal recommendations foster the trust needed to convert potential patients into actual appointments.

Strategies to Support Word-of-Mouth While Running Programmatic Marketing 

Leverage Social Proof in Your Ads

Programmatic marketing doesn’t have to feel impersonal. Incorporate patient testimonials and success stories into your display ads. When a potential patient sees a trusted review alongside your brand, it strengthens credibility.

Encourage Staff to Promote Word-of-Mouth Referrals

Your front desk team and providers are your practice’s best advocates. Encourage them to remind satisfied patients that they can share their experience with friends and family. A simple, “We’d love for you to share your experience,” can go a long way.

Engage in Community Conversations

Word-of-mouth thrives in local communities. Be active in community events, sponsor local programs, and use your social media accounts to promote your practice’s involvement. The more people see your name, the more likely they are to recommend and seek out your services.

By integrating programmatic display marketing with traditional word-of-mouth efforts, your practice can build a strong and trusted patient base while also maximizing digital reach.