Top Tier Marketing Strategies for Doctors & Medical Practices
Before we dive in, there a few key things to remember as you plan your marketing strategy:
Marketing is not advertising, though advertising can play a part in your marketing strategy. Marketing involves public relations, media planning, client support, market research, and community involvement as well as advertising.
Marketing is an ongoing process. Your strategy will adapt to changes in the industry and the world around you. Invest in a long-term strategy to grow your business over time rather than trying a “set-it-and-forget-it” scheme that will likely fall short.
Marketing is an investment. You should not only plan to spend time and money on your marketing strategy, but you should also track results to determine your return on investment to ensure you’re on track towards success.
Marketing is a conversation between you and your clients. As such, you should focus on what your target audiences—whether patients, other doctors, or a combination of both—wants and needs from their doctor, i.e., you.
Marketing is useless if you cannot back up your claims. Your practice will grow from your clinical excellence—unmatched patient care, expertise in your field of medicine, and successful outcomes. Focusing your efforts on improving your practice will ultimately be the most effective marketing strategy.
For healthcare practitioners, social media marketing is now an essential “must have” in their marketing strategy. It plays an indispensable role in connecting with patients and helps develop a relationship of trust and credibility. To cater to healthcare’s digital decision-makers, physicians should focus on developing a strategy with an umbrella approach, i.e. to have a versatile digital presence through a website, blogs and social networking platforms such as Facebook, Twitter, LinkedIn and so on. The info-hungry consumers also check out patient reviews on various physician-review websites such as Yelp, RateMyMd, Healthgrades, Vitals, etc. Having an active profile on these sites will help build good relationships with patients and will also keep you aware of what is being said about you online.
By reaching out to the healthcare consumers online, physicians can create meaningful communication channels that can drive patient decisions in their favor. Physicians need to think like marketers to better understand and participate in digital conversations as these can directly impact their online brand perception and reputation.
Google gives special priority to YouTube on search results pages. People love videos because videos provide fast access to information — and YouTube provides advertising revenue for Google, so Google loves YouTube. Take advantage of YouTube’s popularity by uploading informational videos. You don’t need a large budget to create videos; your smartphone likely has a camera that’s good enough. Consider purchasing a microphone, though, for improved audio clarity. If you aren’t sure what your videos should be about, look at your blog posts for inspiration. You can also summarize the content that you’ve posted on question-and-answer websites. Your videos will increase awareness of your medical practice and generate traffic for your website. Video marketing can also help you rank on Google for highly competitive keywords.
Search Engine Advertising
In spite of your best efforts to create compelling content that website visitors love, your medical practice can’t possibly rank first on Google for all of its target keyword phrases. Advertising can help to make up any shortfalls in your search engine optimization efforts and ensure that your website has a chance to appear in the featured areas — for a price — on the results pages for your most important keywords. Although Google is the most popular search engine, Bing and Yahoo also have keyword-based advertising features. With search engine advertising, you pay only when people click your advertisements — so search engine advertising can be a very affordable way to attract new patients to your medical practice.
8 Strategies That Work for Physician Marketing
Awesome website – must be intelligent and focused on conversion. Intelligence means conversion tracking CRM for your website. 88 percent of the patients looking for medical services will contact you by calling you or simply finding you on a map. Majority of the time it is Google Maps.
Google SEO Optimizations for specific keywords, like “Urgent Care OKC” – in this case a patient is looking for an Urgent Care in Oklahoma City.
Google Local Optimizations.
Content of the website.
PPC Advertising (specifically Google PPC).
Monthly Email Marketing.
Patient Reviews Marketing & Reputation Management – Minimize negative reviews, Maximize positive reviews.