Gone are the days when E.R. and Chicago Hope were the go-to sources of information for patients. With the advent of the era of digitization, patients have been turning to their digital screens to find their providers. In fact, Google receives more than 1B health-related queries every day, ranging from basic research into conditions to self-diagnosis to provider locations. In this vein, digital medical marketing is critical for the success of a practice. At White Coat Web, we understand what a daunting undertaking implementing marketing strategies can be. This is why we are sharing a list of medical marketing plans for practices that want to stay on top.
The 8 Medical Marketing Tips to Get to the Top… and 1 to Stay There
➡ Check out our related White Coat Webisode: Components of Medical Marketing
1. Find What Makes You You
Most of the time, for a doctor’s office, a primary care physician, a chiropractor, or a surgeon, what people are really looking at is their personality or the personality of the staff in the office. Common feedback among healthcare providers when it comes to what gets people to come back; it’s actually their assistants.
Therefore, personality is really, really important when it comes to marketing, and communicating that authenticity through the Internet to your patients helps not only get people to come and see you but also get them to continue to come back.
The takeaway: find your voice. That je ne sais quoi that gives your office the distinctive touch and leverages it!
2. Your Website Is Your Calling Card
Your website is the virtual extension of your practice, consequently, it should reflect your unique voice while being modern and easy to use. Considering that users take less than 3 seconds to make a decision online, you should take into account the following:
- Does your site load fast?
- Is it mobile-optimized?
- Have you designed it with the user experience in mind?
- Are there open lines of communication?
- Does it provide comprehensive information at a glance?
- Is it offering relevant content for your specific community?
- Does it contain quick-access appointment scheduling tools that are integrated with your EHR?
- And ultimately, is it effective in conveying your professionalism, authority, and distinct voice?
Your website is your way into your patients’ radar. A well-designed website reflects your professionalism, builds trust, and makes it easy for patients to connect with you.
3. Leverage Your Location with GBP
Most people pull out their GoogleMaps app and type in, say, “dentist near me” to find their next provider. What pops up will be your Google Business Profile. What is that? The easiest way to think about a Google Business Profile is as if it were your listing in the local Yellow Pages. It is what Google shows to people when they are trying to engage with their local community online.
Users will look at your reviews and your overall profile to see if this is somewhere that they want to invest in, especially since it comes to their health and wellness!
When setting up (or revising) your GBP make sure you:
- Choose the right category (“gynecologist,” for example)
- List the correct address and phone number of the office
- Write a description that reflects your voice and is optimized for search engines (more on that below)
- Add professional photos of the office and the team
Keeping your GBP in tip-top condition is vital because it allows you to reply to reviews and also update your information on the go: Are your hours reduced on holidays? Make sure to tell Google! Are you getting asked the same question more frequently? Make sure to let Google users know!
4. SEO is your BFF
Connect with your patients by leveraging your website. When you write about medically-related topics that reflect your knowledge; about what you know, chances are search engines will reward you and spread the good word! This is the power of SEO. When you find what your patients or clients are looking for, you can create and curate your content around it so that it reaches the right ears (or eyes).
Learn more about SEO for doctors here.
➡ Check out our related White Coat Webisode: Tips and Tricks for Successful Keyword-based Content Writing
5. Embrace Social Media—and Its Audiovisual Possibilities
Social media is the #1 underexploited medical marketing tool. Platforms like Facebook, Instagram, and YouTube are ideal to share the content that you are creating!
Use captivating content like photos and videos to educate your audience and showcase the human side of your team, endearing your medical brand to loyal followers.
Further, social media is the place to proactively interact with your current and prospective patients. By responding to comments you remain present and open to your base! Admittedly, both creating and managing content can take up considerable time that you need to run your practice. Consider calling in medical marketing experts to give you a helping hand and lead you to social media success.
💡 Pro idea: Start collecting and posting video testimonials!
6. Ad-just Your Medical Marketing Reach
Digital ads provide you with a customized strategy to attract the patients whose ailments you will be the remedy for. By meticulously defining your target audience, crafting an ad campaign that hones in on that demographic, and strategically placing the ads, the right patients will find your practice, appointment bookings will increase, and you can meet sustained growth.
Be mindful, however, that the work does not stop once you run the campaign. Be ready to answer the phone, answer your prospective patients’ questions, and show them why they will become returning patients.
You might also want to consider including EHR integration solutions to streamline your operations and keep all aspects of the executive side of the business in good health.
7. Review Your Reviews
Your reviews are your patients’ decision-maker. A well-reputed practice enhances patient trust and makes it easy for potential patients to connect with you.
Just like you meticulously select only the most qualified professionals for your practice, so too do potential new patients—let them peruse your exemplary reviews to connect with you.
➡ Check out our related White Coat Webisode: Review Management, Why Is It Important?
8. PR Your Way into Your Patients’ Radar
A medical marketing strategy to position practices, public relations can help healthcare providers build better trust with patients, colleagues, and prospects. By providing a healthy dose of visibility, PR boosts the reputation of organizations and doctors, enhancing patient self-management, and strengthening the community all at once.
PR professionals who specialize in the healthcare industry know how to take the oftentimes complex messages and make them resonate with the target audience.
PR campaigns can:
- Educate the community
- Improve awareness around your services
- Foster trust
- Manage your reputation
- And establish your authority in the field online
9. Bonus Tip: Consistency is Vital in Medical Marketing
“An apple a day keeps the doctor away.” Or could we say, “A daily click makes the patients stick”? Nobody is better than a healthcare provider to know that consistency is the key to a healthy system. In order for your medical marketing efforts to bear fruits consistently, we recommend:
- Staying up to date with UX and UI trends
- Responding to patient reviews and questions on your different online platforms promptly
- And keeping up with algorithm changes
Just as you stay ahead of the latest medical advances to offer your patients the best care, you should also ensure your marketing efforts are up to date.
Marketing that Makes the (Medical) Grade
At White Coat Web, we specialize in providing comprehensive medical marketing services tailored to the unique needs of healthcare professionals. From precision-targeted digital advertising to robust SEO strategies, we ensure your practice stands out in a competitive market.
Our team of experts is dedicated to helping you grow your patient base and enhance your online presence, so you can focus on what you do best—providing exceptional care. Partner with White Coat Web and let us help your practice thrive and reach a healthier future.