Expertise and Exposure: Tips for Successfully Marketing a Medical Practice
Effectively marketing your medical practice will necessitate incorporating various strategies in order to do the best possible job of getting the word out about your practice. Look to the best practices in retail and digital marketing to find solutions that will help you in your healthcare marketing efforts. Below are some suggestions for thinking outside the box and successfully marketing your medical venture.
For starters, it’s important to have a website to establish your online presence. More and more, consumers are using the Internet to help inform their medical choices. Make sure it’s a mobile-friendly website to allow for your customers’ ease of use and to confirm it comes up easily in mobile searches. Incorporate search engine optimization (SEO) best practices to keep your website high up on the rankings when your potential clients use search engines like Google. Content is important, so make sure the text on your site is of high quality. Having other websites link back to yours can be helpful. One example of how to achieve this is to get local press that is then featured online by participating in charity events or doing pro bono work. You may also choose to work with developers who can assist in developing your HTML and website design to keep your site at the top of any relevant search.
Using email to reach clients and potential clients is a simple tool with a great return on investment. Emailing is inexpensive and can reach a large volume of people, allowing for good bang for your buck. You can target specific demographics or subsets of your client base with highly customized language and content, which may yield terrific results. One idea is to keep specific types of patients informed of new products or services being offered: email your recent allergy patients about a new pain-free technique for providing allergy shots, or send sufferers of chronic pain information about a relevant research study your practice will participate in. These high-quality email marketing campaigns are great for increasing business among your existing client set and can potentially lead to some new referrals.
Online Reviews and Social Activity
Keep ahead of your online presence by monitoring websites where patients can review your medical practice, and respond to reviews to build up your reputation and handle any negative feedback in a professional and responsive manner. Patients and others use sites like Yelp, Angie’s List, ZocDoc, and HealthGrades to share feedback. In addition to keeping up to date on the thoughts your patients have on your practice and the care they’ve received, it can sometimes be helpful to respond as a form of marketing. Take any conflict discussion off-line by providing the commenter with an easy way to reach you to discuss further, and keep things concise and professional at all times.
Make an effort to engage with your patients across social media. Use a white label social media campaign to make the most of popular platforms like Twitter, Facebook, and Instagram. These social networks not only ease the communication between provider and potential patient, they offer an easy way to manage your content and post updates.
While it’s important to embrace the digital world in your marketing efforts, sometimes traditional branding can be highly effective. Pamphlets and brochures highlighting your practice’s offerings can be a great way for your clients to bring home a reminder of the high quality service they received. Branded pens, magnets, bumper stickers, and other “freebies” can be a fun way to engage with your patients and potential audience.
These four areas are excellent ways to keep your medical practice competitive in the healthcare industry, and to reach new and existing patients in innovative and fresh ways. Develop a healthy internet presence to reach an expanded audience, and don’t forget the power of your logo on giveaways, flyers and other materials. By using a mix of classic marketing tools and forward-looking digital ones, you can establish your branding and identity in the vast medical marketplace.