With competition at an all-time high, doctors across the country are finding themselves in a new marketing landscape. This landscape is exciting – it’s full of opportunity – but it’s also scary. Online marketing promises impressive results if done correctly, but can also backfire if done wrong.
Marketing using complicated online tactics is something that should be left to the professionals because it covers so much more than brochures and billboards. Read more about how marketing for doctors has changed in this blog post.
Have an Impressive Website
With your website serving as your first impression for many people, it’s important that your website looks good. Websites should be redesigned every few years so that you don’t end up looking like you were lost in trends of yesteryear.
It’s not enough, however, for your website to look good. It needs to function as well. This means that it should have a clear navigation that people find easy to move through. It should be designed for various personas and move them through specifically designed funnels as soon as they get to it.
Most importantly, your website should be updated on a regular basis and chock full of useful information that keeps people coming back and sharing it on social websites, which brings us to our next point.
You Must Blog
You know how we said you need people to come back to your website? One of the best ways to do this is by having a blog that is regularly updated. Once a blog post is posted, it should be shared on your various social networks and also sent out in your email newsletters and any other appropriate patient communication forms.
The more you make it visible the more likely people are to then share it on their Facebook pages or forward the email to friends and family. Blog get you visibility, and that’s always a good thing. The other important thing about a blog is the fact that they play a huge part in search engine optimization. Learn more about SEO for doctors in this blog post.
A blog post might not get any traffic at first, but over time you might notice that certain keywords lead people to that post repeatedly. Understanding the right keywords to target and the ideal content to post is something that a medical marketing company who is experienced working with doctors and dentists should assist you with.
SEO – It’s About More Than Content
We touched briefly on SEO, but it’s about so much more than the content on your website. The three major search engines – Google, Bing, and Yahoo – all take into account technical factors when it comes to ranking you.
How fast your website loads is important and something that can be managed by a web designer skilled at working on physician websites. They also look at engagement, meaning how often people land on your site and interact with it. If people get to your website and leave right away, then search engines take that as a sign that your healthcare website isn’t quite cutting it.
Make Your Website Responsive
Responsive websites play a big part in overall engagement. With more and more people using their mobile devices to access websites, it’s crucial that your website works well regardless of the device it’s being visited from.
When a website is designed to be responsive, every aspect of it looks good across any device. This means that your navigation is clean and easy to access, photos look good, and important call-to-action buttons are arranged in a place of visibility so that you’re still working toward whatever goals you’ve set for your site.
We’ve saved the best for last. One of the most common reasons doctors seek outside help for marketing is because of reviews, specifically bad reviews. And it’s no wonder why. Reviews are the new word of mouth and bad reviews have the potential to truly impact a practice’s business. There are many stories out about doctors who refused to write a prescription for a drug seeking patient only to turn around and see that that angry patient has annihilated their practice on sites like Facebook and Google.
By creating a solid reputation management strategy that details how to respond to positive reviews as well as negative reviews, and also how to attract positive reviews, you can help to build your online reputation before it is negatively impacted.
If, however, you’ve already experienced bad reviews – whether legitimate or not – it’s even more important that you start recruiting positive reviews to push those negative reviews down. Read about online reviews in this blog post.