When funding is uncertain or tight, it can feel like your marketing efforts need to take a backseat. But the reality is, marketing is crucial—especially for FQHCs that are working to serve underserved populations, maintain patient care, and continue building trust in the community. The good news is that you don’t need a large budget to keep your health center top-of-mind for both existing and potential patients.
In this blog post, we’ll dive into several low-cost, high-impact marketing strategies that FQHCs can implement to stay visible and grow their patient base, even when funds are limited.
1. Leverage Your Existing Patient Base
One of the most effective—and inexpensive—ways to expand your reach is by tapping into your current patients. Happy patients are often your best advocates. Encourage them to spread the word about the quality of care they’ve received at your center.
Here are some ways you can incentivize word-of-mouth marketing:
Referral Program
Offer a small incentive for patients who refer friends and family.*
For example:
Recognition programs (e.g., “Community Champions” wall)
Charitable donations in the patient’s name
Free health education workshops
Branded swag (water bottles, tote bags, etc.)
Entry into a raffle for a non-cash prize
Patient Testimonials
Ask satisfied patients if they’d be willing to share their experience. With their permission, you can post these testimonials on your website, social media, or even use them in email campaigns.
This type of marketing not only helps grow your patient base but also strengthens your connection with existing patients by showing appreciation for their loyalty.
2. Make the Most of Social Media
Social media platforms like Facebook, Instagram, and LinkedIn are fantastic tools for connecting with your community and showcasing the care and services your FQHC provides—all without spending a lot of money.
Here are a few strategies:
Patient Stories
Share real patient stories (with their consent). A compelling success story can demonstrate the high level of care your FQHC provides and humanize your center in the eyes of potential patients.
Health Tips
Regularly share health tips, wellness advice, and educational content on social media. This positions your FQHC as a trusted resource and encourages followers to engage with your content.
Live Q&A or Health Clinics
Host live Q&A sessions on social media where patients can ask health-related questions, or offer virtual health clinics on specific topics (e.g., managing diabetes, heart health). This engages your audience and shows that your FQHC cares about patient education.
Engage with the Community
Use your social media presence to participate in local conversations. Like, share, and comment on posts from local businesses, community groups, and individuals. This can help boost your visibility and align your health center with the local community.
Run Facebook & Instagram Ads
Yes, I know we said these were low-cost strategies but - guess what - You can run ads that only cost a few dollars a day that can expand your reach exponentially. After all, if you don't run ads, the only people who see your posts will likely be a small fraction of your current followers (who already know about you), not new patients!
3. Google My Business: A Must-Have Tool
Google My Business is a free tool that allows you to manage your FQHC’s online presence across Google, including search results and Google Maps. With many patients searching for healthcare providers online, it’s essential that your health center is easy to find and looks credible.
Here’s how to optimize your Google My Business listing:
Accurate Information
Ensure your address, phone number, website, and office hours are correct and up-to-date.
Patient Reviews
Encourage happy patients to leave reviews on Google. Positive reviews will help build trust and improve your visibility in local search results.
Posts and Updates
Regularly update your Google My Business profile with posts about new services, promotions, or upcoming events. This keeps your profile active and engaging for potential patients.
4. Email Marketing: Stay in Touch with Your Patients
Email marketing is another cost-effective way to keep patients engaged and informed about your services. A simple email campaign can keep your health center front-of-mind for patients, and it’s an easy way to communicate important updates.
Patient Reminders
Send out appointment reminders, health tips, or check-up reminders to patients via email. This shows you’re invested in their health and helps maintain patient loyalty.
Newsletters
A monthly or quarterly newsletter can be a great way to share new offerings, community health events, and educational content. You can even highlight staff members or share patient success stories to personalize the message.
Email Campaigns
Run special email campaigns that promote services like wellness check-ups, flu shots, or seasonal health advice. Offering promotions or incentives can motivate new and existing patients to schedule appointments.
There are many free and affordable tools available to help with email marketing, such as Mailchimp and Constant Contact, which provide easy-to-use templates and reporting tools.
5. Host Free Health Events and Screenings
While some events may incur costs, hosting free health screenings or educational sessions is a great way to engage the community and provide value. Even virtual events or webinars can draw in patients who may not be able to attend in person.
Health Screenings
Offer free blood pressure checks, cholesterol screenings, or flu shots at local community centers or other public places. This shows your FQHC’s commitment to community health and can attract new patients.
Educational Workshops
Host free workshops on topics like managing chronic conditions (diabetes, hypertension, etc.), prenatal care, or mental health. You can partner with local organizations to increase attendance.
6. Content Marketing: Create Valuable Resources for Your Audience
Content marketing is a powerful tool for attracting new patients and building trust within your community. Creating educational materials that address the health concerns of your target audience helps position your FQHC as an authority in the field.
Blog Posts
Start a blog on your website that addresses common health questions or concerns. For example, create a post on “How to Choose the Right Primary Care Provider” or “What to Expect During a Wellness Check.”
Downloadable Guides
Offer free downloadable guides or checklists, such as a “Healthy Eating Guide” or a “Senior Care Checklist,” in exchange for email sign-ups. This will help grow your email list and give you a way to stay in touch with potential patients.
Conclusion
Even when funding is tight, there are countless marketing strategies that FQHCs can implement without breaking the bank. By leveraging your existing patient base, utilizing social media, optimizing your Google My Business profile, engaging through email marketing, hosting community events, and creating valuable content, your health center can maintain a strong presence and continue to attract new patients—regardless of the challenges you may face.
By staying consistent and focusing on community engagement, your FQHC can weather uncertain times while continuing to provide high-quality care to those who need it most.
Notes:
*Re: Referral Incentives: Offering gift cards for patient referrals can be legally problematic for FQHCs due to federal regulations, including the Anti-Kickback Statute and Civil Monetary Penalties Law (CMP). These laws prohibit offering anything of value in exchange for patient referrals if the services are reimbursed by federal healthcare programs like Medicare and Medicaid.
Are There Any Exceptions?
Nominal Gifts – OIG guidance allows small, non-cash gifts (under $15 per item and no more than $75 annually per patient) if they are not cash or cash equivalents (i.e., not gift cards).
General Patient Engagement – You can offer health-related incentives for engagement, such as free wellness classes, screenings, or branded items.
About the Author
Jen is the Communications & Marketing Director of FQHC Associates, providing marketing and communications services for the firm and their FQHC clients.
Jen has extensive experience in branding, marketing and communications, with a focus on creating strategic marketing and communication plans that drive patient engagement and boost revenue.
If you would like to learn more about how FQHC Associates can help your FQHC with your marketing and communications, please click here or contact jen at JWeinman@fqhc.org.
