Here are some specific healthcare marketing strategies you can use to attract attention to your medical practice. There are a number of things you should include in your marketing plan. Using a variety of channels and platforms is essential. Communicating the right messages takes some careful thought and planning.
First, you need to understand that choosing the right medical practice or healthcare practitioner is important today. People really want to make the right decision. So, make it easier for potential patients to find you and learn about you.
Creating a solid marketing strategy is important for garnering and maintaining a positive image. Some simple tips can increase the effectiveness of your digital marketing efforts for your healthcare practice.
Make Your Healthcare Website Shine
Your website is often the first experience potential patients have with your practice. Make sure you consider the following in your design:
- Feature the services you provide
- Highlight unique procedures that set your practice apart
- Make sure information is well organized and easy to navigate
- Have answers to FAQs like insurance, directions, parking
- Include patient testimonials
- Offer downloadable forms for patients to complete prior to appointment
- Be sure it’s easy to contact your office for an appointment
- Make it mobile friendly and easy to use on mobile devices
- Take steps to ensure your website pages load quickly
- Include an email contact form and links to social media
Use Social Media to Spread Your Good News
Any time your practice or one of your staff receives an award or other positive recognition from your community, the media, or a professional organization, get the word out via social media.
It’s a very effective platform for sharing new medical advances, new procedures, or new services available at your practice. Social media is a great way to build your target market and ideal for sharing seasonal healthcare information and tips.
Create a Blog with Helpful Information
Creating a blog is a great way to bond with your target audience. First of all, take time to carefully gear topics toward things that might be important to them and build their trust. Find ways to gently encourage them to keep up with their healthcare. Check with staff members to see if they have anything to contribute. They’ll have stories based upon their experiences with patients. Try to post a blog on a regular basis to keep your audience engaged.
Finally, it’s important to share your blog and all the latest news about your practice with your social media audience on a consistent basis. We recommend a minimum of 2-3 blogs per month containing at least 500 words. But quality, not quantity, is the better marketing strategy.
Encourage Reviews and Rev Up Your Ratings
Positive reviews on Healthgrades, WebMD, Facebook and Google can significantly boost your credibility and rankings. Let every patient know their feedback is welcomed by sending a follow-up email. You can also post a sign at your practice.
Make it easy for patients to leave a review and respond kindly to them. This means responding to both good and back reviews. Setting up a review portal on your website will help.
Strategic Targeted Email Marketing
STEM™ is Strategic Targeted Email Marketing. Create timely email campaigns that speak directly to your patient database. One of your most valuable assets is your existing customer list. You can expand this to include re-marketing to prospects and individuals that have previously visited your website.
An effective email should get right to the point, provide some clear value, and include a clear call to action. The STEM™ program offers complete management of your customer list. It also includes creation of the email, carefully scheduled deployment, and results reporting.
Take Part in Local Events Whenever Possible
Local events are wonderful ways to make a connection with your community, build trust, increase your exposure, and meet prospective patients.
Let them know you are there.
- Open houses
- Free screenings
- Community fundraisers
- Any local events offering great exposure
Healthcare Marketing Can Include Simple Gestures
Sometimes a simple gesture means a lot. Effective marketing doesn’t have to be high-tech.
A professional-looking postcard or brochure can be a valuable tool for getting the word out to potential patients in your community.
Including holiday cards and birthday cards in your marketing plan is another way to reach out to patients. Include your branded message and something personalized. This is also a great way to gently encourage them to schedule an appointment.
Always Provide Good Content
You’ll hear this over and over: Content is everything.
Make sure you always provide the best content possible in all marketing materials whether they are digital or print. It really does matter what you say and how you say it. Good content requires:
- Providing helpful information
- Careful planning
- A well thought out structure
- Easy to read and understand text
- A friendly natural tone and style
- Images that have meaning and provide clarity
- Include helpful good quality videos
- Offer case studies or patient stories
- Correct grammar and spelling
- Edit, proofread, then edit and proofread again
Careful Planning & Management of Digital Marketing is Key to Success
In conclusion, digital marketing works great in the healthcare industry when carefully planned and managed. It’s very time consuming when done correctly. But it’s well worth the effort. Following these healthcare marketing strategies will help provide the boost you’re looking for at your medical practice.
Contact us at Evans Alliance for more information about how to grow your practice and increase your potential reach of patients.
