In the modern era, no business can afford to ignore the opportunities created through digital marketing-- especially medical professionals. While it’s true that the medical profession will always be a necessity, there’s a lot of competition in the marketplace. Modern medical practitioners need to stand out from the noise and connect with their audience.
There are many ways to get ahead in the digital marketing game. Here are four tips for medical professionals to get started.
Social media is often the first place people will look when they’re seeking information on a service provider, even in the medical field. Whether it’s finding out business hours or seeking out patient reviews, the easier it is for people to find information, the more likely they’ll choose your service over your competition.
According to the experts at Phase 5 Analytics, having a strong social media presence is also important for reputation management. If you aren’t online, you aren’t able to manage negative reviews and control the narrative. Taking the time to ask satisfied patients to share their experience online can cultivate a reputation of positivity and overshadow any negative experiences.
Search engine optimization (SEO) is the bread and butter of digital marketing. With the right SEO practices put in place, businesses rank higher on search engines, improving their visibility to potential customers. It’s estimated that 70-90% of people use first page results, with only 6% heading over to page two to keep looking. So, not only does getting a first-page ranking greatly impact your visibility but getting within the top five results can be a tremendous bounty.
Local SEO is especially important for medical professionals, as it directs nearby people to your practice. For example, if someone searches “plastic surgeon Chicago” and that’s where your practice is, it will show up if you’ve set everything up properly. The better your medical SEO approach, the more likely you are to rank above other plastic surgeons in your area. Take time to optimize your Google business information and ensure your website is mobile-friendly with lots of references to your area. Sometimes, only little edits and configurations can net massive results, so it's definitely a part of digital marketing that is worth looking into.
One other potential option is to use a online service like Local Expert Finder to ensure you come up and are mentioned as one of the local experts in your service field.
Building a brand is an essential step in creating an overall marketing strategy that aligns with the core business mission. For medical professionals, this could mean providing excellent service in the area of their expertise while prioritizing ethics. Some medical practitioners may create an image that conveys luxury and elegance, while others might take a more rural, homestyle approach.
Once you identify how you want to convey yourself, ensure all aspects of your business reflect that image. The way you speak to your clients, the style of your website, your logo, etc. All of these things should tie into your core brand strategy and create recognition that will help you stand out from the competition. One key is your print materials. You can use a pamphlet maker to create your own brand-consistent brochures to attract new patients, stand out and enhance your reputation
Email marketing is a powerful tool for engagement and re-engagement. This is particularly useful for specialized physicians, such as dermatologists or an OB GYN. Following up with leads via email marketing can improve conversion rates and can also be used to bring previous patients back for follow-up services. Having automated email reminders that let patients know that they’re due for a follow up shows compassion while boosting the business.
Automated email marketing makes this a low-cost, high-value way to interact with patients. Having a monthly newsletter that provides useful tips can be scheduled and sent with a service like Mailchimp and Active Campaign. This can also be used to create a sales funnel with potential patients who attend community or sponsored events.
Digital marketing is the future of how medical professionals will build their practice and bring their skills to as many people as possible in a competitive environment.