Posts

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.

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!

Metrics

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.

Cost

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 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.

Pandemic Medical Marketing

Adjusting Your Medical Practice’s Content Marketing for A Pandemic

Pandemic Medical Practice Marketing

The COVID-19 pandemic is now entering its tenth month. There is widespread cautious optimism that the worst is over. Vaccines will soon be distributed, and social distancing and masking are by now second nature for people. But there is still a long winter ahead and many major population centers will be at least partially locked down.

What does this mean for your medical practice’s content marketing? It should remain COVID-sensitive indefinitely.

 

Are your marketing campaigns still COVID-proof?

Early in the pandemic during the nationwide lockdowns, many marketers for medical practices suspended ad campaigns. Medical appointments and procedures were delayed for months, especially elective surgeries. Though practices began opening at limited capacity in the spring, the delays created an appointment and elective surgery backlog.

Some cities and states recently reinstituted lockdowns. Many, many patients are facing negative health consequences due missed appointments and procedures.

Content marketing in this environment requires extra sympathy, flexibility, and patience. Here are some ways to create it:

Build your brand as you work through backlog.

Your backlogs may take months or even years to defray. Launching ad campaigns targeting new patients who may have to wait around for months would be a poor allocation of your marketing budget.

Instead, focus on campaigns that enhance your brand image. You can create value for your patients and prospective patients by posting content on your website and social media. Here are a few ideas:

  • -general informational content (on your practice’s area of medicine)
  • -explanation videos about procedures and treatments
  • -virtual seminars on topics such as managing symptoms until surgical intervention is available

Communicate clear expectations to patients.

It’s important to keep your patients up to date. Overall, the at-risk populations (and their family and friends) have had the toughest time physically and mentally during the pandemic. You can earn their trust by creating content that addresses their worries and reassures them that your practice will take care of their health.

You can post COVID policy updates on your website banner, send emails, and post links on your social accounts to your practice’s updated COVID-19 policies (on your website).

Update Google My Business listings.

Your patients and prospective patients perform local searches for medical practice listings and directions to your medical practice. Make sure to update your business hours and continue updating your COVID-19 policy posts on Google My Business (these posts expire after seven days).

Medical Social Media Marketing

Social Media Marketing for Your Medical Practice

Why is social media important?

A huge swath of the 240 million social media users in the U.S. turn to social media for health advice and advice about specific practitioners.

  • In a survey by Demi & Cooper Advertising and DC Interactive Group, 41% of respondents said that social media would affect their specific choice of doctor, hospital, or medical facility.
  • In a Mediabistro study, more than 40% of consumers said that information obtained through social media affects the way they deal with their health.

How to approach social media marketing as a medical practice:

1. Put someone in charge of it.

Social media should be a major part of your marketing effort. You need someone capable and dedicated working on it. If no one in your practice’s staff has time, you can always hire an outsider with expertise.

2. Choose the right social media platforms.

Choosing the right social platform depends on your specific social media marketing goals. Facebook and Twitter get the most medical engagement among the major social media platforms. If your main social goal is to get new patients and keep patients informed, Facebook is the right platform. If your goal is to be a thought leader, Twitter is the right platform. Also, Facebook has more users than all other social networks combined, and over 65% of people over 65 use Facebook. Only 10% of people over 65 use Twitter.

3. Make your social media goals S.M.A.R.T.

Tangible social media marketing goals align with your overall marketing and business goals. All your social media goals should have the following five attributes:

  • Specific
  • Measurable
  • Attainable
  • Relevant
  • Time Bound

Here are two examples of S.M.A.R.T. goals:

Broad Goal: To obtain more patients by providing responsive online services.

  • Specific Goal: At the start of this quarter, our practice will roll out a Facebook Chatbot to answer users’ general health questions and sign them up to our email list. We will add 25% of the prospective patients we interact with to our email list.
  • Specific Goal: Our practice will hire an online reputation management firm that will make sure we receive more positive Facebook business reviews. Our goal will be to have a least 10 five-star reviews by the end of the quarter.

Measure success with relevant metrics.

Relevant is the most difficult attribute on the S.M.A.R.T. list. Marketing metrics are very important to measuring success. But some metrics aren’t accurate measures. For instance, imagine an orthopedic surgeon practice that publishes a piece about a type of knee surgery for injured athletes. The piece receives a lot of shares on Facebook.

While shares are good for the practice’s social media exposure, they don’t have any direct value. Conversions and click-throughs, on the other hand, bring patients to your practice. When prospective patients click on calls-to-action like ‘schedule appointment’ buttons and ‘subscribe’ buttons (to newsletters, email updates, etc.), they are a step closer to becoming your patients.

Post Compelling Content Consistently

Keep your audience engaged by posting compelling content consistently. An engaged audience likes and shares your content and visits your website more often. Keep in mind that today’s social sharer or website visitor is tomorrow’s patient and or referrer. Create compelling and fresh content with images, infographics, and video.

Mix it up by posting informational content, questions and polls, case studies, relevant quotes, and anything else that’s valuable to your audience.

Providing potential patients with tips and informational content in their social feed from a medical expert will save them a few search engine trips. A further benefit to posting great content is that you build your credibility in your field.

Add the Human Element

Patients, future patients, and others can connect with you when you respond to their comments or meet them on Facebook messenger or another platform’s messaging.

And you can show that your practice is involved with the local community by posting photos and information about it.

This could be posts about your practice’s charity work, sponsorship, or participation at local events like October fests.

And you can show your practice’s friendly staff in profile pictures and or event and holiday pictures (at office party or other events).

Connect with Other Medical Practices

Social media relationships reflect in-person social relationships. Your social media relationships are grown by connecting with other medical practices in your field. A healthy network of social media accounts strengthens your reputation with your audience. The more you like, comment on, and share content other practices post, the more likes, comments, and shares they will give you.

Don’t Be Too Salesy

Build brand awareness, but always offer valuable content that engages and informs. In your social posts, Try to mix it up. Don’t fall into the trap of posting ads all the time. And make sure your content gives value first. For example, include calls-to-action at the bottom of your blog posts.

Maximize the Impact of Your Posts

Cross-promote your content across all your social platforms if you have more than one. Post preview blurbs containing short summaries or key snippets from the articles, blog posts, or other content, along with links. Post content that’s relevant to your audience’s demographics. For example, a pain treatment practice’s Facebook audience is mostly over age fifty. A blog post about lower back pain will be much more likeable and shareable than one about managing arthritis.

Optimize Your Social Profiles

Like your business listings, all your social profiles should include a consistent name, telephone number, hours, address, and logo across your social media accounts. This avoids confusion for those who need to locate or contact you.