Digital marketing, just like it is for most businesses today is an integral part of any marketing strategy for medical professionals. Three major goals can be achieved by a well-planned digital marketing strategy for medical practitioners:
- generate more qualified leads,
- connect with patients, and
- close more deals.
Patients today have a new way to search for and select healthcare providers thanks to the rise of social media and specialized digital platforms. 73% of consumers search for healthcare providers using search engines, while 83% go to a hospital’s site before booking an appointment.
Do you really want to lose all of these people?
You can avoid losing potential clients by creating a positive online presence.
But how do you get there?
Let’s take a look at the top digital marketing strategies that can help you grow your business.
Digital Marketing Strategies for Medical Practitioners
Smart Insights reports that 49% of businesses don’t have a digital marketing strategy.
What does this mean?
A. You are behind the competition due to your lack of a clear marketing strategy or
B) There are many opportunities to attract searchers to your site.
You have the potential to grow so why not implement these digital marketing strategies?
Initiating a Referral and Outreach Program for Medical Practitioners
The majority of medical practices rely on referrals from local physicians, hospitals, pharmacies, online and local insurers, TPAs, and others.
Nielsen says that referrals from friends are 4X more likely to result in people choosing your services.
Several healthcare providers and practitioners can use Online networking, newsletters, e-flyers, to promote outreach and referrals. Although referrals can be incentive-based.
To maximize incentives for the referrers, it is important to compile a detailed list of referral sources. Texas Tech report suggests that 83% of clients who are satisfied with your services will refer you to their peers.
Building trust with employees Advocate marketing
Many large hospitals have thousands of employees in different locations. The number of referrals to a workplace can grow exponentially if employees refer their colleagues to only a few family members or friends.
Even small healthcare providers can use their staff to recruit and train their advocates.
To start an employee advocacy program, staff should be made aware of the hospital’s achievements and success. Next, encourage your workforce to share success stories and achievements with their closest network via their preferred social networking channels. These leads convert 7X faster than those generated through other marketing channels.
Social media is a place where 72% of adults use to share stories. It could be a good idea to encourage your employees to post about you online.
These achievements and success stories can be shared with potential clients by employees. This is a great way to help hospitals with their social media outreach.
To Reach a Larger Audience, Use Patient Referral Marketing Program
Your number one priority should be patient satisfaction. This is not only because it’s your moral duty, but also because happy patients are more likely to refer others to your hospital.
Patients who are satisfied with their treatment have a higher likelihood of referring you to other patients.
Both packaged and custom patient satisfaction software can be used by doctors to compile data on patients who have expressed strong positive feelings or a positive intent to refer.
You must communicate with patients via various digital channels in order to improve patient satisfaction. You must make them feel loved and accepted.
Social media marketing for doctors targets all generations
Marketing via social media for doctors, helps doctors improve their online presence on social media, relevant digital platforms, search engine results, and other digital platforms.
Social media platforms like Facebook have over a billion active users, making it clear that they can help brands improve visibility, increase engagement and, eventually, establish themselves as trusted sources of medical care.
It is important to create and maintain social media accounts. However, it is equally important to make people and potential patients aware of your platform.
Social media is a powerful tool in helping people to be aware of their basic healthcare needs. A study by Search Engine Watch found that over 90% of millennials trust all information about healthcare shared via social media.
Include all your social media handles on all digital and third-party platforms as a medical practitioner.
Ensure that your social media channels are constantly engaging. Engaging content, sharing best practices, and answering important questions can all help to achieve this.
Paid social media, PPC ads should be considered for practices with higher marketing budgets, especially on Facebook.
Search Engine Optimization (SEO), to Improve Ranking
Before visiting a doctor, the majority of patients search online for healthcare providers. A medical practice must appear at the top of Google Search Results in order to be successful.
SEO is used to increase organic traffic to your site through high-quality content.
A solid SEO strategy for doctors includes identifying the most relevant keywords. Local keywords are the best SEO strategy for most medical practices.
Your website must be optimized based on your business location and the name of the locality.
Local search works by Google scanning the IP address of the searcher and giving them local results from medical professionals in their local area.
A Google My Business profile (GMB), can also be a great investment. Google displays three Google My Business profiles at the top search results page.
A successful SEO strategy must also include all of the best SEO practices, on-page, off-page, and technical SEO.
Also check ON Page SEO Complete Guide
Search Engine Marketing (SEM), to Drive Leads
Nearly one in 20 Google search results today are health-related.
Each year, there are several billion searches on healthcare-related topics. This results in just a few billion clicks.
SEM must be well managed due to the intense competition even for paid Ads within the search network.
The following factors would affect the Ad rank:
- A click on an ad is the maximum amount a healthcare provider will pay
- High-quality ads
- High-quality landing page
- Relevance to the search keywords
- The physical address of the provider at the time the search was made
- Type of device (e.g. mobile or desktop)
- Search time
- Search terms that are not of the same nature
- Competitivity of the bid
These variables could be taken care of by a medical practice. SEM can provide a great ROI if it is done well.
Answering the Questions Online
SEO can be greatly impacted by answering questions on social media platforms and specialized question-and-answer websites like Quora.
Google and other search engines take social activity into consideration. A website that is linked to platforms that have a lot of followers or subscribers will automatically have a greater impact on SEO.
Similar benefits can be obtained from answering questions in blog posts. Active websites and social media platforms establish the medical practice in their domain as thought-leaders.
Quora has over 20 million pages indexed and an audience of more than 300 million. It is a common tool that SEO digital marketers use to leverage.
Quora links almost all have a no-follow attribute. However, medical practitioners can still attract significant referral traffic to any of their question pages.