In today’s digital world, developing a medical clinic marketing plan is crucial to the growth of your practice.
Why? Well, according to a Health Union survey, 97% of patients use the health information they find online when meeting their healthcare professionals. 73% of those patients say that this information had somewhat of an impact on their health-related decisions.
Whether you want to start a new medical practice or grow an existing one, just opening the doors to your medical clinic will no longer suffice to reliably bring in the patients. You must strategically advertise your healthcare services to increase exposure, generate leads, and build (or maintain existing) patient volume.
Below are 5 key marketing strategies you should adopt to grow your medical practice:
1. SEARCH ENGINE OPTIMIZED (SEO) WEBSITE AND BLOG
Every medical practice should have its own website. In a 2018 consumer survey, Doctor.com discovered that 80% of surveyors have used the internet to make a healthcare-related search in the past year. The survey also revealed that 63% of respondents would choose one provider over another because of a strong online presence. Because more and more people are using search engines to find healthcare answers, oftentimes, your website is the first impression your practice will make on consumers.
So it’s wise to make your website user-friendly (i.e. fast loading times, easy to navigate, mobile-responsive, etc.) and search engine optimized (SEO). Best practices for SEO include having a good internal and external linking structure, researching low-competition keywords, writing captivating titles and meta descriptions, using alt tags on your images, creating a site map for humans and search engines, and more. These practices will help your website rank on the search engines. You can also list your practice on Google My Business and Google Maps. So when someone searches for women’s clinics, for example, yours will come up in the results. No search engine ranking is needed for you to show up in these results.
In addition to building a user-friendly and search engine optimized website, you should have an informative blog. Your blog will be a key part of your content marketing strategy. You should focus on answering key questions and solving difficult problems consumers commonly face when it comes to healthcare. 1% of all Google searches are related to medical symptoms. There are about 3.5 billion Google searches per day. That translates to 35 million online medical searches every day. Creating great blog content that answers questions, offers quick tips, and gives advice about health information is crucial to your content marketing strategy.
Here are more tips for creating a great healthcare blog:
- Plan your blog content around health months or other time-sensitive healthcare topics. For example, October is breast cancer awareness month. You can center some of your blog posts around breast cancer for the month of October.
- Write in-depth patient stories about their journey from diagnosis to recovery. People facing similar problems take comfort in reading about other patient success stories.
- Post frequently. Healthcare is a fast-paced industry. Your medical blog must stay relevant. Otherwise, it will become outdated and you’ll lose visitors.
- Include a call-to-action (CTA) within your posts. Encourage readers to schedule an appointment or free consultation, to contact you for more information, or to stop by your office.
2. SOCIAL MEDIA MARKETING
With social media constantly growing in popularity, consumers are now using platforms such as Twitter, Facebook, Youtube, and online forums to answer their health-related questions. They seek advice from other patients on the best hospital or medical facility, doctor, nurse, or healthcare provider to get treatment for their particular illness or ailment.
As a healthcare provider, having a social media presence can boost your authority in your particular practice. Patients can contact you for medical advice and ultimately visit your office for treatment. You can further establish your “thought leadership” and expertise in your particular medical field by leveraging LinkedIn. You can create LinkedIn groups and establish a network with other healthcare professionals. This can increase your connections as these other healthcare professionals can refer patients to you. For example, you’re a chiropractor and you build relationships with primary care doctors, hospitals, etc. They can refer their patients to you for their chiropractic adjustments.
3. EMAIL MARKETING
As consumers go searching for medical information, sending them resourceful emails can put you one step ahead of them. Sending email newsletters that are based on patients’ interests and search histories is a great strategy for marketing your healthcare services. Within your newsletters, you can include recent blog posts, videos, or relevant industry news that will inform your readers on various topics. It’s also important to optimize your emails so that they are mobile-responsive and easily readable on mobile devices.
4. VIDEO MARKETING
Consumers are increasingly leaning more toward visual content. One-third of online activity is spent watching video, according to Wordstream. Being on camera speaking about your areas of expertise will make you more credible and capture your target audience. You can also use video as a creative way to gather patient testimonials. Instead of reading about previous patient testimonials, visitors can watch videos and hear about patient experiences. This gives your medical practice more personalization as your potential patients are more able to relate to your previous patients.
5. OFFLINE MEDIA
Although a large majority of today’s healthcare consumers find their information online, some people still prefer to obtain their healthcare information from offline media such as magazines, newspapers, and TV ads. This means that offline media is still effective in building awareness of healthcare brands. Everyone has different media preferences. Not everyone consumes their information online. Some older consumers, for example, have yet to adopt online research as a method of gathering healthcare information.
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