Woman searching for medical clinic

How To Drive Traffic to Your Medical Website with More Focused Keywords

How To Drive Traffic to Your Medical Website with More Focused Keywords

Using keywords in a search engine may seem straightforward.

It is for the searcher. Not so much for the people who create the content searchers need.

Searchers Narrow Down Keyword

When trying to find health information or the location of a medical clinic, people get specific. For example, Veronica in Wala Wala, Washington, wants to find out more about cures for depression.

She may just type, ‘cures for depression’ or ‘ways to cure depression’ or ‘therapies for depression.’ After researching for a while, Erica is intrigued by TMS therapy, a newer treatment for depression. 

Medical Practice Meets User in Search Engine

Now, two pain therapy clinics in Wala Wala offer TMS therapy. They have both created quality content. But one clinic shows up higher in search results when our searcher, Erica, searches ‘TMS therapy in Wala Wala.’

Erica finds the clinic that optimized its page with a four-letter keyword that includes the clinic’s physical location. The other clinic doesn’t include their location in the keyword phrase. This mistake leads to a low search engine ranking because the broad keyword is competing with other websites and clinics all over the country.

Longer keywords bring less monthly traffic to your site but indicate strong user intent. In other words, they are probably interested in visiting your medical practice. Shorter, broader keywords bring more monthly traffic but do not clearly show user intent.

Brainstorming Keywords

Now, let’s back up to the keyword creation process. Write down some keywords at least four letters long that include some essential characteristics about your business. For example:

  • business location
  • area of medicine or specialty
  • services and or procedures you intend to provide patients
  • common questions you hear from patients

Research Keyword Data

Now it’s time to use some data tools to find out how good your keywords are.

  1. Take the keywords you brainstormed and put them in the free (with Google account) Google AdWords Keyword Research Tool.
  2. Click ‘Get search volume data and trends’ then enter your keywords.
  3. Click ‘Get search volume’ (generally, keywords with a monthly search volume of 100 or more are good). 

Plugging Keywords into Quality Content

Now that you have created your own focused, or long-tail keywords, it’s time to create content around them.

Plan out each long-tail keyword as one page topic. Make sure to not use a keyword for more than one page so that none of your pages compete with one another.

Give your medical practice the best chance to rank highly in search rankings by including keywords in:

  • title tags: The titles that appear on the tabs of browsers.
  • headers: The h1 and h2 headings on your content pages.
Physicians meeting together

5 Tips Medical Practices Can Use to Leverage Facebook Ads

5 Tips Medical Practices Can Use to Leverage Facebook Ads

Like paid search ads, Facebook ads for doctors can reach a targeted audience for your medical practice. And like paid search, Facebook ads cost money to run. Learning how to leverage this powerful tool can help you grow your practice by targeting prospects who are likely to convert and can be a critical element of success when it comes to online marketing for doctors.

Here are our 10 tips:

1. Use Lead Ads Together with A Call Tool

These ads are enticing to leads. When clicked, instead of bringing them directly to a landing page, a pop-up form already populated with the lead’s contact information appears. Once they submit the form, the lead can go to a landing page.

You can increase the chance of conversion with Lead Ads by using an instant messaging tool like Chatterbot. This tool connects with leads seconds after they submit the contact form. It greets them and gives automated responses to their questions.

You can also use phone call tools like FindThatLead Prospector, which put leads on the phone with your practice seconds after they submit the contact form.

2. Use Video Ads to Show Trustworthiness

There’s nothing like a good recommendation. And a video showing a few of your doctors and staff, and featuring patient recommendations, is like a friendly “hello” and introductory conversation. People are more likely to trust a business that provides social proof through video (not just writing). To top it off, video ads have a low cost-per-click. And finally, video is also a great way to supplement your SEO for physicians.

3. Segment Your Audience

You may use an ad or two that have general appeal to your audience. But highly converting ads usually appeal to specific audience segments. Categories of audience segments include:

  • user locations
  • device types
  • user age
  • user marital status

Running paid ads takes some trial and error. But it’s worth it to identify your profitable segments.

4. Retarget the Leads Who Show Promise

Refine your Facebook ads to reach more patients by researching the keywords for your ads. To start, compare your ad keywords with the search queries leads used in search engines.

Next, your ads should only retarget the users who show interest in your practice’s services on your website. You can tell whether a lead is promising by their activity on your website.

The goal is to find leads more likely to become patients.

5. Retarget According to Specific Interest

As we touched on earlier, focusing on specific segments generally increases conversion rates. Imagine a lead who clicks on the TMS Therapy page of your pain clinic website. After they leave the site, they are retargeted (in the Facebook website or app) with an ad offering a free consultation for depression and anxiety. This specific retargeting takes extra effort to create unique ads for your practice’s various services. But it pays off in the long run!


For more, contact us today and learn how we can help with a tailored marketing for physicians plan.











Medical Practice SEO

SEO for Medical Practices: How to Pick the Best Keywords

Medical Practice SEO

Getting high search engine rankings and maintaining them demands consistent work over the long term. You have to stay up to date on search engine optimization (SEO) best practices, search engine results criteria, and the competition for rankings. For this post, we will focus on researching and choosing keywords, a key SEO practice.

Here are our four tips for doing the best keyword research.

1) Make A List of Keywords

Content is king. But identifying the keywords your medical practice needs to rank for comes before creating content. Consider the medical services you provide and compile a list of keyword phrases you would like to rank for. Note the keywords that are most unique to your medical practice are your core keywords.

2) Choose A Research Tool

Using keyword research tools can help you find the best keywords. Here are some popular keyword research tools that can expedite the research process.

  • SEMrush: Requires a subscription. You can try this marketing tool by signing up for a free 7-day trial.
  • Google Keyword Planner: A free tool, you can use it by setting up an Adwords account.
  • Moz: Requires a subscription. You can try this marketing tool by signing up for a free 30-day trial.
  • Ahrefs: Requires a subscription. You can try this marketing tool by signing up for discounted 7-day trial for $7.

With the right too in hand, we are ready to dive into competition research!

3) Research Your Competition

First, identify your local competition in your medical field and research their websites. Note the following:

  • Their ranked keywords.
  • Their pages earning the most organic traffic.
  • Their terms and phrases other practices also rank for.
  • The most popular keywords in your industry.

Based on this research, create a list of keywords that fit your practice.

4) Research keyword metrics

Now it’s time to take that list of keywords and ask a few questions about each.

1. What is the monthly search volume?

2. How difficult would ranking be (keyword difficulty score)?

3. Does it present any local search opportunities?

In general, the higher the search volume and the lower the keyword difficulty, the easier it is to rank for a given term. For example, an orthopedic practice in San Francisco wants to rank highly for the term ‘knee replacement San Francisco.’ That phrase has a high search volume, but also a high keyword difficulty. By contrast, ‘total knee replacement surgery San Francisco’ also has high search volume but is much less difficult.

Medical Practice Paid Search

5 Reasons Your Medical Practice Needs Paid Search

Medical Practice Paid Search

In previous posts we discussed strategies that can help get you near the top of the organic (unpaid) search results.

But organic search may not be getting your practice enough traffic, and, in turn, appointment bookings. Maybe your practice simply needs more appointment bookings. Paid search, also known as pay-per-click (PPC), may be the answer.

“Isn’t paid search a gamble and a potential waste of money,” you ask? No. For many medical practices, paid search is an essential digital marketing tool.

Here are five reasons to start using it:

1) Increases Visibility

The typical search engine results page shows three paid (ad) results above the three maps results and the ten organic (unpaid) results. Studies show that 75% of internet users viewing Google or other search engines don’t look beyond the first page of search engine results. Putting your practice’s website in front of people near the top of the first page is valuable in terms of clicks.

2) Cost Effective

Research shows that 70% to 80% of people ignore paid search results and click on organic search results. But you only pay when people click on your ad. No clicks? No cost to your practice!

3) Narrows Down Audience

Paid ads appear in search results only to the audience you target.

Geographic Targeting

Practices with multiple locations can target individual towns, cities, states, or zip codes. Individual ads can specify the targeted locations exclusively, instead of all business locations. For example: “Cleveland, Ohio, knee replacement surgery.”

Demographic Targeting

Practices can further refine their audiences by targeting for specific gender, age, income, and parental status.

4) Enables Action-Oriented Keywords

Optimizing your landing pages for broad keywords can generate a lot of clicks. But a more targeted keyword of four or more words can bring more clicks and appointment bookings. Why?

Imagine an orthopedic surgeon practice that wants to bring in more patients for surgeries. They have experimented with broad keywords like ‘orthopedic surgery’, which have failed. They concluded that resource-driven keywords like ‘orthopedic surgery’ compete with informational health websites like WebMD and Mayo Clinic.

Now, this orthopedic surgeon practice creates ads with transactional keywords, such as ‘minimally invasive hip replacement surgery.’ They know people clicking on the ad are more likely to book because they are interested in a specific procedure rather than just information.

5) Brings Quick Results

It can take several months to build higher rankings with organic search. By contrast, if you pay enough to be on the first page and create great ads, paid search can bring results quickly.

Ready to use paid search?

Reaching your target audience demands using every effective digital marketing channel, including paid search. At ElevationMD, we create paid ads that bring you more patient bookings.

Medical Practice SEO Penalties

7 Tips for Medical Practices to Avoid SEO Penalties

Medical Practice SEO Penalties

Though achieving a top three spot in search engine results doesn’t happen overnight, losing high rankings does. That’s because Google and other search engines penalize for mistakes and deliberate attempts to manipulate their search rankings.

Here are seven ways your practice can avoid SEO-related penalties.

1) Create high-quality content

Search engines exist to show users good content that satisfies their search queries. Create unique, valuable content and search engines will reward you with high visibility.

2) Hire a reliable, professional SEO firm or expert

Why make mistakes that can cost your practice when hiring an expert is so much more cost-effective and good for your ROI? On the flip side, an SEO professional can help your practice quickly climb up the search engine rankings.

3) Optimizing for the right keywords

Your site may have a page that ranks highly for keywords such as ‘5 Tips for Hiring the Right Personnel for Your Surgeon Practice.’ The content may be excellent but ranking highly for search terms that bring website traffic but no foot traffic to your practice is useless. Instead, focus on ranking highly for competitive terms like ‘best orthopedic surgeon in Tampa, Florida’ will help drive website traffic and new patients to your practice. Also, avoid trying to rank for broad, highly competitive SEO terms such as ‘best orthopedic surgeon.’ Instead, focus on longer phrases of more than four words (also known as ‘long tail’ keywords).

4) Optimizing metadata and tags

Title tags give an overview of the content of a page for search engines and site visitors. It’s easy to overlook metadata and title tags, which can be flagged and penalized. Check the title tags of all of your pages to ensure there are no duplicates.

Meta descriptions are the maximum 160-character descriptions in search results under the title tags. They summarize the content of a page. Duplicate meta descriptions give the wrong description of a page, which leads to lost views and rankings penalties.

Free tools such as Screaming Frog and Google Webmaster Tools can search for duplicate content on your site.

5) Optimizing website for mobile

Most of the traffic nowadays comes from mobile phones. Having a site that is fast performing and easy to use on a mobile phone is a critical SEO ranking factor. Also, from the potential patient perspective, having a site that loads slowly leads to a higher bounce rate (rate at which site visitors leave before taking action to purchase, subscribe, book, etc.).

6) Optimizing for local search

For medical practices, competing in the local market is essential. Optimize your on and off-website presence for local search. This entails using keywords that include city, town, or other geographic designation, including service area in HTML tags, and optimizing  business listings on Google My Business and other directories such as Yelp.

7) Earn High-Quality Links

For SEO purposes, the quality of links coming into your site is more important than the quantity. One quality link can boost your ranking in search engines, whereas poor quality links can harm it. Aim to build relationships with other businesses that have high domain authority and excellent overall reputations. Never try to boost your domain authority and search rankings with paid links.

Medical Practice Digital Marketing

8 Strategies for Improving Your Medical Practice’s Digital Marketing

Medical Practice Digital Marketing

Has your practice set goals for 2021 yet? How about this goal: To get more in return for your marketing budget than ever before?

Here is our list of digital marketing strategies to put you on the path to achieving it.

Optimize Your Online Presence

Website: Many of your patients and prospective patients find out about your practice from your website.

  • The content must be optimized for search and local search (SEO) by an expert familiar with SEO for your medical field.
  • Your content and layout must also be attractive, or users won’t be interested.
  • All the main technical aspects need to be sound: a. It should be optimized for mobile devices b. compatible with every browser c. open fast enough to avoid high bounce rates (visitors leaving)
  • Your website should be secured with HTTPS encryption.

Social Media: Think of social media as a massive free lead generation tool. Optimize your Facebook page and ads, and create compelling, shareable content for posts. Don’t post too often. If you want to tap into a younger market, Instagram may be an intriguing platform. And take advantage of the free social media analytics tools, especially the tools that help you track demographics and create targeted ads on Facebook and Instagram.

Business Listings: These are the listings that potential patients see when they perform local searches or look for your practice in directories. Optimize your Google My Business page and any directory listings (Yelp, Trip Advisor, etc.). Check that your business name is the same across your entire web presence, and that your email, phone number and address are also the same.

Utilize Paid Search

Organic website traffic is important, but you need to incorporate some paid traffic as well. This way your website will appear near the top of the results in searches for all your major keywords.

Utilize Retargeting Ads

Visitors come to your website and leave all the time. Why not target them with ads that remind them about your practice and the need that drove them to visit your site? Perfect Audience, AdRoll, and Chango are three prominent retargeting networks.

Utilize Video

Video has more engagement than any other content medium on the internet. YouTube is the second largest search engine in the world behind Google, so creating videos will drive a lot more traffic to your website. Simply use a phone for recording, get a decent microphone, and you are ready to start.

Utilize Email

Email is alive and well. Approximately 4.3 billion people use it! We recommend a two-pronged email marketing strategy: Reaching out to future or potential patients while staying in contact with current patients.

Guest Blog

Your expertise is in demand. Well-known publications and high-ranking health websites with large audiences often publish pieces by doctors. Ask the publication or site for a link in exchange for writing a free blog post or article.

Engage Your Audience Consistently

Whether it’s answering questions via online chatbot, over the phone, through email, or in the comments section on social media, being consistently communicative with your patients and potential patients strengthens your reputation.

Host Live Events

You can use Facebook or YouTube to host live streaming events on health-related topics. Invite patients and potential patients from your Facebook followers or YouTube subscribers to generate interest in your practice.

Physician Website

7 Critical Things Every Physician Website Should Have

Physician Website

Knowing what to include on your website can be intimidating. There are so many options—what’s most important? For patients looking for a physician, trust is a key factor. But so is convenience, accessibility, and reputation. These seven critical elements will help you convince potential patients that you can offer them what they need.

1) Clickable phone number at the top

Put your phone number near the top of your website, where it’s easily seen. Making it clickable is especially important, since it eliminates one more step between you and the patient.

2) Images of the facility for patients to look at and feel comfortable

Going to the doctor can be a nervous experience for any patient. Easing that anxiety can start with the website. Choose some images of your facility that reflect both tranquility and professionalism.

3) Images of the doctors

Putting a face to the doctor’s name starts building that all-important trust. Seeing the smiling face of the doctor who’ll be treating them is the first step in making a lasting connection.

4) Reviews from around the web on their website

How many times have you picked a restaurant based on the reviews? Word of mouth is a very powerful tool and placing select reviews on your website can go a long way to convincing a patient to choose your practice.

5) A blog to show they are industry experts

Patients want to feel confident in their physician, and there are several ways to go about instilling that confidence. Having a blog on your website shows that you’re keeping up with the latest developments in medicine.

6) Easy to fill out contact form to set an appointment

This seems like a no-brainer, but sometimes we get in our own way. Make it simple and easy for a patient to get in touch with your office. Or even better, add an online booking form to your website. Again, the less work the patient has to do, the more likely they are to choose your practice.

7) On-page SEO to get top Google rankings

In order for potential patients to visit your site, the have to find it first. Make sure your site is optimized to not only reflect the information you want to put out to your patients, but also to rank highly enough to come up first in Google searches.

New School Digital Marketing

Why Old School Marketing Sucks Compared to New School Digital Marketing

New School Digital Marketing

Listen, you’ve got a choice. Are you going to stick to traditional, old school marketing in the same stodgy magazines that have been around since your grandpa? Or are you going to transform your marketing efforts by turning towards new school digital marketing?

Old school marketing still has its place. But frankly, the advertisements found in newspapers, on radio and tv, and on billboards suck in comparison to the advantages digital marketing offers. Let’s take a quick look at some of the specifics.

Interaction and Engagement

Look, old school marketing is passive. You put your ad together, place it in print or on the air, and then sit, waiting to see if you get a reaction. At best, you’re hoping that your potential customers stop long enough to even acknowledge your ad. Your message just sits there, begging for someone to see it.

With digital marketing, you take your message directly to the customer. You can connect with your audience in a bunch of different ways, like email and social media campaigns. You can post videos, surveys, and even memes to help build your brand. The best part? The customers can respond directly to you—or share your posts themselves. It’s like they’re doing your marketing for you!


Unlike old school marketing, which had very limited ways to measure consumer response, new school digital marketing can provide instant feedback. Social media is a treasure trove of info. Views, shares, likes, and other markers are all available at your fingertips. And high-tech tools like Google Analytics let you measure things like conversions and bounce rates, helping you adjust your campaign to better target your audience.


Traditional, old school advertising means eating the high cost of paper and printing, and that’s just the start of your costs. Distribution is even more expensive, and rates for airtime on radio and television can be enormous. Digital marketing saves you all of that money and gives you a bigger bang for your buck.

Digital marketing can do all the things the old school approach did. But it does it better, it reaches a wider audience, and it does it for way less money. I mean, that’s the bottom line, right? Maybe old school marketing was the way to go in the 1980s, but in today’s marketplace, the only right answer is digital.

Medical Practice Content Marketing

On-Site SEO for Medical Practices

On-site search engine optimization (SEO) involves optimizing the content and all the other elements of your medical practice’s website. For this blog post, we will focus on optimizing the content, including written content, title tags, meta descriptions, internal links, and URLs.

Great content accomplishes two things:

  • It gives your audience a better experience.
  • It helps search engines better understand your website.

High Quality Content

Your practice may have the best surgeons, nurses, and staff in town. However, if your website has poor content, many prospective patients will look elsewhere for their medical needs.

The text needs to be easy enough for an 8th grader to read and free of obvious errors. But readability alone will not earn better search engine rankings. Publishing expert, trustworthy, and authoritative content that is relevant to your audience’s search queries will.

Comprehensive Content

Generally, Google rewards comprehensive content pages with high search rankings. Comprehensive content addresses topics in full. This serves the audience by giving them all the relevant information about the topic on one page.

On the wrong side of things, Google punishes poor content and short content pages that lack content and or address topics only in part. Google has a name for this kind of content: thin.

Let’s take a look at the difference between thin and comprehensive content in the case of two imaginary orthopedic surgeon practices.

Surgeon Practice 1: Thin Content

The first practice intends to publish informational pages about all their main surgical operations under a ‘Procedures’ tab. Their target audience is made up of patients and prospective patients.

So far, there is nothing wrong. They go ahead and publish a dozen content pages. Each page is around 350 words and deals with a specific surgery. One page is titled, ‘Minimally Invasive Hip Surgery at San Francisco Orthopedic’. Weeks go by, but this practice sees no improvement in search engine rankings after all this work.

Surgeon Practice 2: Comprehensive Content

The second practice has the same goal: To inform their audience about their surgical procedures. But during their consultation with an SEO agency, they learn that one of the keys to creating great content is fleshing out topics in full on each page.

So, instead of focusing on specific types of surgery such as minimally invasive hip surgery, the orthopedic practice publishes a page on the whole topic: ‘Hip Replacement Surgery at Orlando, Florida Orthopedic’. A few weeks after publishing a few 1,500 to 2,000-word pages like this, the practice’s website starts climbing up the search rankings.

That’s the power of comprehensive content.

Compelling Content

To rise above the competition in search results, content needs to be valuable and unique.


Providing value consists of publishing content with well-written prose and compelling insights from a medical practitioner with extensive knowledge. Medical experts should provide the latest information in their field, along with research studies and examples. Content becomes more compelling to patients and future patients when content creators incorporate various content types, such as images, screenshots, videos, and infographics.

As a medical practice, it’s your duty to thoroughly inform patients and prospective patients. Text-only content is one dimensional and, in general, far less engaging than content packed with research studies, patient testimonials, infographics, and blog posts.

But content is only valuable when it’s crafted with expertise, authoritativeness and trustworthiness for a medical – especially content for a medical practice.


Uniqueness is all about offering something your competitors lack. That can be new research studies or new insights into treatments, surgeries, and procedures. It can also be a more user-friendly website with better customer service.

A simple way to find new ideas for content is to answer common questions patients ask. If you are an orthopedic surgeon, patients may want to know how long it takes to heal from knee replacement surgery or the difference between partial and total knee replacement surgery.

You can recall questions like these from interactions with patients and or search through the FAQ’s on your own site and the websites of other successful practices.

Optimized Keywords

Content must contain keywords relevant to user search queries to rank highly. Effective keywords are based on competitiveness and relevancy to search engine searches.

What Are Keywords?

Phrases searched in search engines, such as “orthopedic surgeon near me” and “hip replacement surgery recovery time.” If your practice has pages optimized for the keywords users search, you have a chance to rank highly for these searches.

Optimized keywords are relevant to search queries. They also show search engines the topic of your content, which brings more traffic to your website.

How do you find good keywords?

Some keywords are obvious.

For example, the home page is the most important and most viewed page on any website. It should be optimized for a keyword phrase that includes the practice specialty and its main geographic service area. For example, a pain clinic in St. Louis, Missouri: “Stetson Pain Treatment Center, St. Louis.”

Some keywords require research. You can do your own keyword research by checking competitor websites to see keywords they rank highly for. Identify what keywords you have a chance to rank highly for based on competitor position.

For instance, if you were an orthopedic specialist and only one of your competitors ranked in the top five organic results for the term ‘5 things to know about joint replacement surgery,’ you could aim to rank highly for the term by publishing a blog post.

Where to place keywords in content?

Years ago, keyword placement and frequency within copy could manipulate search engine rankings. Back then, to achieve better rankings, it was common practice for content publishers would jam these phrases all over the text without worrying about the quality of the content.

Today, search engines reward high-quality content that stays on topic and penalize keyword-stuffed, off-topic content.

That said, content will generally rank higher when the keyword is included in the first 100-150 words of the body text. Using keywords early clearly communicates page topic to search engines.

Related Keywords

Imagine an orthopedic surgeon practice wants to publish an information page about hip replacement surgery. Today’s sophisticated search engines realize the phrases ‘hip replacement surgery’, ‘minimally invasive hip replacement’ and ‘standard hip replacement surgery’ are related.

This means you don’t have to repeat the same phrase throughout your copy. In fact, Google might even penalize you for that if it doesn’t sound natural. Today there are no “magic” keywords that boost search rankings.

Keyword mapping

You need to assign a unique keyword (topic) to each content page. This will ensure your websites pages will not compete against one another in search engine rankings.

Specific vs. Broad Keywords

The broader the keyword, the lower it will rank in search engines. The more specific the keyword, the better the chance it will rank highly in search engines. Also, site visitors will be engaged with your site because you are providing them with the content they want to see.

Optimized Metadata, URLs, and External Links

Optimizing meta descriptions, tags, URLs, and including external links improves user experience and helps Google understand your site (which boosts your SEO).

Title tags

Try searching for a keyword like ‘total knee replacement in Los Angeles.’ Notice how the top 3 results will have this keyword in the title. There is a strong correlation between top-ranking pages and optimized title tags (title tags with main keywords near the beginning) Also, title tag modifiers help you rank higher for keywords.

For instance, if you want to write a blog post about the attributes of a good orthopedic surgeon, write the title from the patient’s perspective, for example: “5 Tips for Finding an Orthopedic Surgeon.”

Meta descriptions

Meta descriptions are the text visible to searchers in search engine results pages that describe the content on a web page. They appear immediately below title tags. Google limits meta descriptions to 160 characters. Optimized meta descriptions include the main keyword and are limited to 160 characters or fewer.

Consider using a metadata template like this one:

  • Title tag: This Is A Webpage Title Tag
  • URL:
  • Meta description: This is a [content overview]. Learn how to get [special benefit] from this [content description]. This description should be no longer than 160 characters.

h1 and h2 Tags

Wrap the title of your page in h1 tags and subheadings in h2 tags in source code to help Google understand page topics. WordPress adds the h1 tag to blog posts automatically.


URL structure is an important ranking signal. Remember to make URLs short by including only the keyword and the necessary content. For example, the Orthopedic and Spine Institute of Los Angeles ranks in the top 3 for the search term ‘total knee replacement in Los Angeles’.

Their optimized URL: It’s fine to include more words than the keyword in your URLs.

External Links

External or outbound links improve page ranking in search results. Users may not trust information that makes claims but includes no outbound links.

Time to go publish some great content!

Focus on creating a great user experience by publishing high-quality, comprehensive content, and higher search engine rankings will follow. This will bring more and more prospective patients to your website.

Medical Practice Social Media Marketing

Choosing the Right Social Media for Your Medical Practice

We don’t need to tell you in the year 2020 that social media should be a part of your medical practice’s digital marketing. But we do need tell you about the potential benefits, which are enormous. These include:

  • increasing patient engagement
  • building relationships with patients
  • bringing in new patients
  • promoting medical services to an ideal audience
  • building reputation as a medical practice

Concentrated social media efforts.

Stretching your social media marketing across too many platforms constrains your efforts and the benefits they bring.

Below are five questions your practice needs to answer to narrow social media platforms down to those that suit your medical practice.

  • Which platform will help us achieve our marketing goals?

Your marketing goals shape the methods used to achieve them. If your goals are SMART, as in specific, measurable, attainable, relevant, and time specific, then you should be able to determine exactly how marketing on a particular social platform can help achieve them.

  • Where is our target audience?

Orthopedic practices and pain treatment clinics tend to target people in their middle-aged years and older. In the U.S., roughly 7 in 10 adults use Facebook. It’s the most popular social media platform for the middle aged and older demographic and it’s a great platform for all medical specialties.

Younger audiences can be found on Instagram and Twitter. Instagram is a highly visual platform where before and after images and videos can drive high levels of engagement for surgeon practices.

Facebook is still the essential social media platform. The user data Facebook stores is extensive, including exact geographic locations, demographics, and interests. Thanks to this data, ads can be tuned to target your audience with exacting precision.

But Facebook’s mass popularity is also a major drawback. With some 80 million businesses on the platform, competition is very intense and organic engagement is very low (less than 5% on average). That’s why a well-rounded strategy has to include paid ads.

  • Where are our competitors?

Keeping tabs on the competition’s social media marketing helps practices stay competitive. It helps users find out what platforms they use and how they use them.

  • Does the platform fit our content?

Facebook users generally don’t do what Instagram users do. Baby boomers who read ads on Facebook do social media differently than millennials on Instagram who share and comment on images and videos. Research how your audience and your competition uses the social media platforms you plan to use. Knowing what content appeals to your audience is key.

  • Does the platform present an opportunity for growth?

Facebook is a mature platform with tens of millions of business users. The same goes for YouTube. But there are only around 2 million businesses on Instagram. Platforms with less competition present early-growth opportunities. In other words, it’s easier to acquire followers when fewer businesses are competing for their attention.