How to win patients in emerging markets: Five proven strategies

Maria Nelson: ©Red Shoes Inc.

Expanding into emerging markets isn’t just an option for health care organizations; it’s a strategic necessity. These markets offer incredible opportunities in areas that are often full of potential. Whether you’re looking to diversify your patient base, tap into unmet demand or bring quality care to underserved communities, entering these markets comes with its own set of challenges.

To thrive, you’ll need to navigate unfamiliar demographics, adapt to cultural differences and tackle unique economic complexities. It’s about being strategic, staying flexible and understanding the communities you’re serving.

Build a Strong Referral Network

Patients tend to trust referrals from health care providers they know, making strong physician partnerships a key component to breaking into new markets.

Step 1: Target the Right Partners
Building strong physician partnerships starts with identifying complementary specialists and primary care physicians in your target area. Look for providers who align with your commitment to quality care but don’t directly compete with your services. These partnerships should be based on shared goals.

Step 2: Create a Value Proposition
Successful partnerships are mutually beneficial. Clearly articulate what you bring to the table. Highlight how the partnership will enhance the partner’s practice as well.

Step 3: Foster Collaboration Through Communication and Support
Strong partnerships thrive on open communication and mutual support.

1. Establish clear channels for sharing patient information, like regular case review meetings and timely consultation updates, to keep referring physicians informed and build trust.
2. Go a step further by offering resources such as workshops or continuing education opportunities.

Step 4: Measure and Celebrate Success
Track the impact of your partnerships through metrics like referral volume, patient outcomes and satisfaction scores. Share these results with your partners to highlight the value of the collaboration. Celebrate milestones and successes together.

Community Organization Alliances

Health care partnerships don’t have to be limited to other medical providers. Collaborate with local organizations like senior centers, fitness clubs and workplace wellness programs.

Step 1: Identify the Right Partners

Start by researching organizations in your area that align with your mission and serve your target audience. For example:

1. Senior Centers: Offer health screenings, fall prevention workshops or chronic disease management education.
2. Fitness Clubs: Partner on wellness programs, injury prevention seminars or physical therapy referrals.
3. Workplace Wellness: Provide on-site health screenings, flu shot clinics or stress management workshops.

Step 2: Build Relationships with Community Leaders
Partner with trusted intermediaries by engaging with pastors, organizers or cultural leaders to understand the community’s needs.

Attend local events to build trust and offer value through free health education or wellness workshops.

Approach these relationships with patience and cultural sensitivity, taking time to learn their values and communication styles.

Step 3: Measure and Celebrate Success
Track the outcomes of your partnerships to ensure they’re meeting both your goals and the community’s needs and share successes with your partners. Metrics could include:

• Number of attendees at events or workshops.
• New patient referrals generated through the partnership.
• Feedback from participants and community leaders.

How to Boost Your Online Presence to Attract More Patients

In today’s digital world, patients are researching health care options online before booking appointments. If you want to stand out, especially in emerging markets, it’s all about understanding local search habits and tailoring your online presence to meet those needs.

Step 1: Optimize SEO: Use neighborhood names, landmarks and regional terms in your content

1. Elevate your searchable content by optimizing it for both Answer Engine Optimization (AEO) and Generative Engine Optimization (GEO). For AEO, focus on crafting content in a conversational tone that directly answers common AI-searched questions. For GEO, ensure your content is published on reputable platforms and recognized as a trusted, authoritative source.

Step 2: Don’t forget to claim and optimize your Google My Business profile

1. Keep your hours, services and contact info up to date.
2. Post regularly about new services, health tips and community events.
3. Maintain an active and engaging profile.

Step 3: Manage Reviews Like a Pro

Reviews play a huge role in building trust with potential patients. Encourage happy patients to share their experiences online by making it easy for them.

• Send follow-up emails with direct links to review platforms and let patients know which ones matter most for your business.
• Be sure to engage with reviews, as transparency will often build trust and help with GEO searchability.

Step 4: Prioritize Mobile Experience
In emerging markets, many patients rely on their phones to find healthcare information. Your website needs to load fast, look great on mobile screens and make it super easy to book an appointment.

Culturally Competent Marketing: Connecting with Diverse Communities

When it comes to marketing in emerging markets, one size doesn’t fit all. To truly connect with patients, you need to understand what makes them tick, things like their cultural values, communication preferences and healthcare beliefs matter. Generic campaigns often miss the mark because they fail to address the unique concerns and expectations of specific communities.

Step 1: Speak Their Language, Literally and Culturally
Cultural competency goes beyond simple translation. It’s about understanding the context, values and communication styles of the communities you’re trying to reach.

Step 2: Build Trust Through Representation
Patients feel more at ease when they see themselves reflected in your practice.

1. Hiring staff who reflect your patient demographics and providing cultural competency training for your team can make a huge difference.

Step 3: Show Diversity in Your Marketing Materials
Your visuals matter. If your marketing materials only feature one demographic, you risk alienating other ethnic groups. Inclusive imagery can help patients see themselves using your services and feel like your practice is a place for them.

Sponsorships: Building Trust Through Community Engagement

Being part of the community isn’t just good for business; it’s how you build trust and show that your practice cares about more than just profits. The most successful practices become an integral part of the neighborhoods they serve.

Step 1: Host Health Education Events
Free educational workshops are a great way to connect with your community while addressing common health concerns.

• Focus on interactive formats that encourage questions and discussion.
• Provide take-home materials in multiple languages to ensure accessibility, and
• Follow up with attendees who express interest in scheduling appointments.

Step 2: Invest in Strategic Sponsorships

• Support local events, sports teams or organizations that align with your practice’s values.
• Choose sponsorships that resonate with your target audience and reflect your commitment to the community.

Step 3: Offer Free Health Screenings
Health screenings at community events, shopping centers or religious gatherings provide valuable preventive care while introducing your practice to potential patients.

By hosting educational events or sponsoring local activities, you can show your community members that your organization is more than a healthcare provider; it’s a community partner.

Building Long-Term Success in Emerging Markets

Growing your practice in emerging markets isn’t just about attracting patients; it’s about building trust, investing in the community and staying culturally aware. The most successful practices combine smart marketing with genuine community involvement, creating sustainable growth through strong relationships and a solid reputation.

By consistently applying these five strategies, you can lay a strong foundation in emerging markets, build lasting relationships and set your practice up for long-term, sustainable growth.

Employed with Red Shoes Inc. since 2009, Maria Nelson is the vice president of Red Shoes. She leads a team of 14 women and oversees communication strategies for numerous industries. With extensive experience in health care, Maria has worked closely with hospitals, clinics and health systems to develop impactful communication strategies that address patient engagement, public health initiatives and crisis management. In addition to health care, her client base spans legal and manufacturing industries. Red Shoes Inc. provides full-service marketing, public relations and crisis communication services to grow and protect brands. Learn more about Red Shoes Inc. at redshoesinc.com.