7 Simple Tips to Reach More Patients Through Inclusive Marketing

Your healthcare brand says it welcomes everyone.

But does it?

Most marketing closes doors without you knowing it.

That perfectly staged photo makes real patients feel like outsiders…

That clever medical copy sometimes confuses more than it helps…

Those social posts only show one slice of your community…

Inclusive marketing opens doors for every patient who needs care.

You build trust before they walk in. You show them they belong.

And these seven tips will help you speak to every patient in your community—starting today.

Tip #1: Audit Your Digital Presence

Most healthcare providers think having a website is enough.

But pull up your site right now. Try to book an appointment using only your keyboard. Try reading it with your eyes closed.

If you can’t do it…

Neither can many of your patients.

Start with these quick fixes:

● Add alt text to every image and button

● Make sure your forms work with keyboard navigation

● Check if your font sizes are readable (16px minimum)

● Test your color contrast – black on white isn't your only option

● Clean up your menu structure – if it takes more than 3 clicks to book, it's too many

Your website should help patients, not block them from getting care.

Tip #2: Create Multi-Format Content

Right now, you're probably sharing everything in one format—usually text.

But here's the problem:

Some patients learn better by watching. Others by listening. Some need both.

Here's what you do:

● Turn your blog posts into short videos

● Add captions to every video (not just auto-generated)

● Record audio versions of your important articles

● Create visual guides for complex medical info

● Offer downloadable PDFs of key resources

● Use icons and visuals to break up heavy text

The best part?

You don't need fancy equipment. Your phone camera and basic editing tools can handle most of this.

Just make sure the quality is clear and the content is useful.

Tip #3: Use Inclusive Visual Representation

Look at your website and marketing materials again.

Who do you see?

If it's all stock photos of perfect smiles and staged doctor visits…

Well, that might be the problem.

Here's what to fix:

● Replace those cheesy stock photos with real people

● Show different body types (not just fit gym models)

● Include people of various ages using your services

● Show mobility devices in natural settings

● Feature real staff and patients (with permission)

But don't just swap photos for the sake of it.

Every image should show real healthcare scenarios that your patients actually experience.

Your photos tell patients "this place is for you" — or they tell them to keep looking elsewhere.

Tip #4: Talk Like a Human, Not a Textbook

Open your last email to patients.

Does it sound like a medical textbook?

Now is the time to cut it out.

Right now, healthcare providers love using big words to sound smart. But your patients don’t like it.

Here's the fix:

● Write like you talk to patients in person

● Break down medical terms into plain English

● Keep sentences short and punchy

● Use bullet points for important info

● Create simple visuals for complex procedures

● Translate content into languages your community speaks

Remember: Confused patients don't become your patients. They click away and find someone who makes sense to them.

Tip #5: Design Accessible Physical Spaces

Pop into your waiting room and look at it.

What do your patients see and experience?

You see, your space speaks before you do.

Here are some things to take note of:

● Check your signage—can people read it from 20 feet away?

● Take photos of your accessible entrances and put them online

● Create clear paths through your space

● Add seats with armrests for easy standing

● Make sure doors aren't too heavy

● Light your space well—no dark corners

But don't just check boxes.

Walk through your space like different patients would. Try navigating with your eyes half-closed. Try getting around without using your arms.

Your space either welcomes patients in or pushes them away.

Tip #6: Train Your Team

Pull your front desk person aside.

Ask them how they help a deaf patient schedule an appointment.

Not sure? Your team's probably not sure either.

Here's what to do:

● Role-play common patient scenarios

● Teach proper terms and phrases to use

● Show them how to spot when patients need help

● Practice phone and in-person communications

● Train on your new accessible tools and features

● Give them quick scripts for different situations

● Make sure they know where all accessible features are

Your fancy website and perfect space mean nothing if your team makes patients feel awkward or unwelcome.

Your team is the face of your brand. Make sure they're ready.

Tip #7: Gather and Act on Feedback

Most healthcare brands do this backwards. They guess what patients need, make changes, then wonder why nothing improves. Stop guessing.

Here are the things that works:

● Ask patients what blocks them from getting care

● Put out comment cards in large print and braille

● Set up a simple online feedback form

● Watch how patients move through your space

● Track which pages people leave your website

● Notice what questions keep coming up

● Call patients who stopped showing up

Then actually do something about it.

Most healthcare providers collect feedback and let it sit in a folder. Don't be like them.

Conclusion

Your competition is stuck playing the same old game, chasing the same patients while ignoring others who need care.

● Pick one tip.

● Make one change.

● Watch what happens.

● Then tackle the next one.

Simple as that.

Your patients aren't asking for perfection. They're asking for progress. For effort.

For signs that you actually care about making healthcare work for them.

The patients you help tomorrow depend on the changes you make today.

It’s time to make healthcare work better for everyone.

If you need help putting these tips into action…

At Behind Wellness, we can help health, beauty, and wellness brands with that.

And if you're looking to make your brand more accessible, check out our website to learn more.

Thank you for reading Behind Wellness’s newsletter. I hope you found this week’s edition valuable.

Until next week,

Samara

P.S. If you have any questions, shoot me an email at [email protected], and I’d be happy to help.

P.P.S. Follow me on LinkedIn for bite-sized content and marketing tips.