With Valentine’s Day approaching, people are starting to celebrate love and friendship. However, given the competing priorities your front office staff deals with each day, they may have trouble putting their hearts into any festivities.

This is a guest post by Tuesday Wilson from MyMedLeads. Over the course of the last decade, many physicians have developed a love-hate relationship with online reviews. On one hand, review sites like Yelp and Google have emerged as a great way for practices to be discovered by local consumers searching for their services. On the other hand, negative reviews can be a source of great anxiety and frustration for doctors. Whether you love them or hate them, the fact is online reviews influence prospective patients and have a very real impact on your business.

Never has there been a more dynamic time in healthcare, and the pace of change is extraordinary. Emerging payment models are encouraging more proactive care, demanding greater collaboration and rewarding value. In addition, rising consumerism is pushing for more service-oriented patient experiences. Given these evolving—and sometimes contradictory—dynamics, ophthalmology, dermatology and plastic surgery providers should be continuously reexamining their processes for care delivery and operations to be sure they’re keeping up.

Building relationships are key to specialty practice marketing. Communicating to a target audience that the practice values them and wants to meet their needs helps cultivate strong affiliations with patients as well as other physicians who may refer patients to the organization. Establishing and reinforcing these connections can draw individuals into the practice, preserve loyalty and increase the likelihood for positive long-term performance.

There has never been a more critical time to market a specialty practice. Increasing competition, rising patient consumerism and the need to expand shrinking margins are all factors that are pushing practices to better promote themselves. When done well, marketing efforts can drive referrals, foster loyalty and establish a positive reputation. Moreover, they can boost brand visibility, grow recognition and cultivate long-lasting patient and referral source relationships.

Communicating with patients outside of periodic care visits is critical to improving their long-term health. Frequent interactions can keep people on track with care plans, ensure they attend follow-up visits and reveal concerning symptoms that could lead to bigger problems. Regular exchanges can also convey that the practice cares about the patient, which can help with satisfaction and retention. Given the numerous competing priorities specialty practices face, finding time to periodically reach out to patients may be a challenge. An integrated electronic health record and practice management system can be a valuable tool in streamlining communication, facilitating timely outreach without taking staff away from other duties. Here are three aspects of an integrated system that practices can use to better engage patients:

A solid reputation is a key part of any sound marketing strategy. Favorable impressions and positive word of mouth can go a long way in attracting new patients and driving referrals—particularly for specialty practices. One method for boosting a practice’s reputation is to cultivate happy patients. Engaging in your patients’ care, along with positive clinical and financial experiences, they are more likely to return and even share opinions with friends and family.

Plastic Surgery practices, especially those focused on cosmetic procedures, understand the effect patient engagement can have on practice growth. Due to the shift in demand from reconstructive to elective treatments, which results in increased patient out-of-pocket spending, cosmetic surgery practices must ensure a positive patient experience in order to increase retention and referrals. According to a British study, a better patient experience is associated with increased engagement and clinical efficacy.