Marketing 101 for Marketing Directors
Are you responsible for marketing your medical or dental practice? Here are some great medical marketing strategies to help you build a successful marketing campaign.
Effective marketing is key for the success of any medical or dental practice. Although an aging population and new advances in medicine contribute to a booming medical field, the competition between medical practitioners is fierce because of the number of physicians and specialists in the field. This means that medical and dental practices that want to thrive must utilize sophisticated marketing strategies to bring in new patients.
Top Medical Marketing Ideas for Medical Practices
These marketing strategies are easy for any medical practice or marketing director to implement. Even though they are simple to do, they can be significant factors in building and marketing a thriving practice.
Build a Great Website
A custom medical website design is one of the most important parts of a great marketing plan for any medical practice. Your website should communicate your expertise and help patients trust in the care that you provide. It should also effectively attract and engage new patients. In addition, many other medical specialists will visit your website before referring patients to your practice. Therefore, it is important that it provide helpful information to referral sources, such as your area of specialization.
Your website says a lot about your practice. It lets you establish credibility with patients and other referring professionals. Here are some general tips for great website design:
Communicate Your Brand
Your medical practice should have a clear brand identity. Your brand is how you are recognized by patients and other professionals. Therefore, make sure that you consistently display your practice’s unique logo, colors, and images throughout your website.
Make Sure Your Site Is User-friendly
If your website is difficult to navigate and not user-friendly, potential patients might just give up on trying to navigate it. Make sure that your contact information is displayed prominently. Patient forms should be easy to find and download. If you take medical payments on your website, make sure that this process is easy to do, as well.
Make Your Website Compatible With Mobile Devices
It is essential for your site to be optimized for mobile devices as more and more people are using their smartphones and tablets to access information online. If your site is not compatible with mobile devices, it will not display correctly and only serve to frustrate patients. Make sure that it displays properly on both Android and iOS devices.
Engage Millennials With Social Media
Millennials, or people born between 1980 and 2000, is now the largest generation in history. Unfortunately, many medical and dental practices neglect to effectively market to this demographic, This is a shame as it is estimated that by the year 2018, millennials will have the most spending power of any generation, according to Yahoo Aabaco Small Business.
Social media marketing is essential for attracting millennials to your medical or dental practice. More than 90 percent of millennials use social media, according to Pew Research Center. Marketing via Instagram, in particular, is essential. The site is accessed via mobile phone and is very popular with millennials. Instagram has more than 400 million users and 90 percent of those are aged 35 and younger, according to Pew Research Center. Instagram is a great way for cosmetic specialists and dental practices that do cosmetic procedures to tell stories about their procedures.
With patient’s written authorization, you can share before and after images of popular procedures. These can be shared via Instagram social stories, short videos and series of images. Social stories help build trust with prospective patients and spark engagement.
Use Search Engine Optimization to Manage Your Practice’s Reputation
Search engine optimization or SEO practices can help your practice in a number of ways. SEO involves tactics that help to increase your practice’s visibility to search engines. Search engines, such as Google, use a number of factors to determine which sites rank highest. Practices that rank high in search engines are more likely to attract new patients and make it easier for loyal patients to find the information that they need about your office. One of the most important ways that SEO can help your practice is by helping with reputation management.
Your practice’s reputation is an important ingredient in your marketing strategy. If you have had HIPAA violations in the past or been sued for malpractice, you can be sure that this information is the first thing that potential patients will learn about when searching your practice, if you do not utilize SEO effectively. The right SEO practices can help to suppress this negative information so that patients would have to wade through pages of search results to find it. Even if you do not have as significant past issues in your practice, small things such as negative reviews on Yelp can be damaging. Likewise, positive reviews can be extremely helpful in getting new patients in the door and keeping current patients feeling satisfied that they are getting the best care. An effective SEO strategy will help to ensure that prospective patients can not only find your website but read positive information about your practice online.
Let Custom Content Establish Your Practice as a Thought-Leader
Patients want to work with medical professionals that they perceive as being experts in their field. One of the ways that physicians and specialists can communicate their knowledge and expertise is through educational content. Some of the most helpful content for medical and dental practices include:
- Blog posts
- Patient guides
- Educational information
This type of content allows medical professionals to provide informative, helpful information to their patients, as well as establish themselves as thought leaders in their field. It helps them communicate their standard of care and lets patients know that they are capable of delivering top-notch care.
Use Video Testimonials to Showcase Your Expertise
Patient testimonials are a powerful way to bring in new patients. Video testimonials, in particular, are great at engaging potential patients. It lets patients know what to expect from your practice. Video testimonials can even be used to help anxious patients feel more relaxed about upcoming procedures. In addition, high-quality videos can help your practice improve its website rankings on major search engines as this type of content often helps to boost rankings.
Using effective marketing strategies is one of the most important things that you can do to set your practice apart from the competition. The above simple marketing strategies will help you easily market your medical or dental practice.