5 Ideas for Marketing Your Medical Practice
Growing a healthcare business takes more than professional training and skill. You need to get the word out about the great work you do. Overwhelmed by all the competing advertising channels and not sure which ones provide the best return on investment? Marketing your medical practice takes a coordinated strategy that uses a multi-channel approach. Here are 5 ways you can increase your brand awareness and find new customers.
Invest In Your Website
Your website is often the first way people will interact with your practice. Whether they are doing a Google search or scanning social media, most traffic ends up at your website. So, make sure your website represents your philosophy, your personality, and your brand. When marketing your medical practice, digitally put your best foot forward. You’ll want to project your professionalism, your commitment to patient care, and your values.
Hire a pro
This isn’t the time to try a do-it-yourself approach. Invest in a professionally developed website created by a marketing or digital team with experience working in the healthcare field. Do your research and you will find digital companies that specialize in certain medical specialties. For example, Brand Chiro only works with chiropractors while Audiology Design specializes in hearing healthcare.
Just as you are an expert in your field, these professionals are experts in creating websites for your medical field.
Focus on mobile
Make sure your website is completely mobile responsive. According to Hitwise, 60% of all searches are performed on mobile devices. When it comes to health-related searches, the number is even higher. The same report finds 68% of searches in the health category are performed on mobile devices.
Statista research finds that over a third of online consumers use their cell phones daily to find a local business.
Offer a patient portal
Invest in secure technology that allows your patients to fill out new patient forms, view their medical records, and make payments online as part of your website.
The introduction of electronic medical records and electronic health records made patient portals possible. Now patients expect to look for a provider online, make an appointment, and even fill out new patient forms.
This software not only removes friction from the customer experience but also improves communication between you, the healthcare provider, and your patients.
Patients appreciate the ability to receive and pay bills online and automatic reminders of upcoming appointments.
You’ll find a patient portal offers back-office efficiency as well as being an important part of your digital marketing strategy.
Optimize for local SEO
Once your professional website is live, it’s time to begin promoting it. This includes optimization for local SEO. Remember those people searching for a local business each day? You want to make sure your practice shows up in the search results when they include the phrase “near me” or other indicators that tell Google to deliver results for local businesses.
So, claim your Google My Business listing. You’ll be able to include your address, phone number, office hours, website URL, and a little blurb about your practice. This information is used by search engines to populate maps and create local search engine results pages.
Also, make sure your listings in all of the local directories are up-to-date. If you find information that is inaccurate, reach out to the publisher and ask that it be corrected. For example, if you find incorrect information on a Yelp listing, claim your business and then make the necessary changes.
Use On-Line Reviews
Digital reviews are the modern-day word of mouth. And they are essential for marketing your medical practice. Don’t be shy, ask patients for a review when they visit your office. When patients check out, have staff ask if they were satisfied and then ask for a review. With the patient’s permission, you can send a text or email with links to post reviews to Facebook, Yelp, or Google.
If you use software such as Podium, to solicit reviews, make sure you have a Business Associate Agreement in place to remain HIPPA compliant.
When you receive a positive review, thank the patient publicly. If you receive a negative review, express disappointment and encourage the reviewer to connect with your office offline to work towards a solution.
Marketing Your Medical Practice with E-Mail
One of the most effective ways to market your practice is through email. Create newsletters with tips and information your patients will find helpful. Highlight new research that impacts your practice. Make sure your content provides value and connects with your healthcare niche. For example, ophthalmologists might not only provide tips for protecting the eyes against ultraviolet light but also protecting skin and hair.
Has the air quality been an issue in your community? Then use email to chime in!
Make sure you obtain patient permission before you begin your email marketing campaigns then decide how often and what format you will use to communicate. You may find that quarterly newsletters and monthly articles work best for your practice.
Don’t be afraid to solicit feedback. When someone opts out of your email, make sure your opt-out page asks why. If it’s the frequency or content that turns your patients off, you need to know.
Use Medial Social Media Marketing
Social media is a highly effective way to market your medical practice. Each social media channel creates a walled garden within which you can send highly targeted messages.
But if you don’t understand your target it is easy to waste money on social media marketing. Pick your social media channels based on the demographics of your patients. For example, if you generally treat seniors, then use Facebook and not LinkedIn. According to Pew Research, 50% of seniors over the age of 65 use Facebook yet only 11% use LinkedIn.
Use Facebook ads to target specific groups. With geofencing, Facebook allows you to target your ads to users in specific locations.
When it comes to posts, use the 80/20 rule. About 80% of the information you share should be related in general to health and your practice. Only about 20% of your posts should promote your business, provide an offer, or include a call to action.
Participate in Community Fairs and Activities
Community fairs and activities are a great way to get your name out in your service area. Whether it’s the local farmer’s market or the county fair, where potential patients congregate you want to be present.
Scan your local newspapers for upcoming events. Check out the attendance and if it looks like a good fit, then sign up to participate next year.
Offer an incentive to come into the office, whether it is a discounted treatment or a free evaluation.
Whether you are marketing your medical practice online or in person, don’t be afraid to test different approaches.