As an obstetrician-gynecologist (OBGYN), you know the fierce competition between physicians. So, you need creative ways to market your practice. That does not mean the basics should be missed. Let’s cover the strategies you can use to grow your practice.
But first, there is something important we need to do.
Knowing Your Patients
Before implementing any marketing strategy for your practice, you must know who you’re marketing to. To pinpoint your ideal medical patients, ask yourself questions such as:
- Who are they?
- How old are they?
- Do they have children?
- Are they expecting their first?
- What do they do for fun?
The answers to these questions can help you establish patient personas which you will use to promote your practice efficiently.
The Strategies
1. Build a Custom Website
The first step for marketing your practice is building a beautiful, impressive website that will be the foundation for any other type of marketing. Often, when you promote your practice, patients are not ready to pick up the phone and make an appointment yet. They need a little more. That is where your website comes into play. Instead of asking them to trust you in an ad or promotional piece they saw somewhere, you ask them to ‘Learn More’ by visiting your website. That is where you convert them into a patient. See some examples of OBGYN websites that do this very well.
2. SEO
The first place people typically start their search for an OBGYN is online. Search engine optimization (SEO) is key to ensuring that prospective patients find you. Incorporating obstetrician and gynecology practice-specific keywords throughout your website, making it mobile-friendly, and ensuring a smooth, pleasant experience are all critical for improving your overall ranking in search engines. To learn more details, check the latest trends in SEO.
3. Local Directory Listings
Part of your SEO strategy should also be to get yourself listed in various online directories and maps. If you haven’t already, fill out your Google My Business page, and create listings on other sites for medical practices like WebMD and Healthgrades. Having a Business listing on Google and Yelp also allows you to get more exposure through reviews patients will leave you.
4. Collaboration with Businesses
Partner with local businesses and organizations to create joint promotional campaigns. Try ideas like offering discounts or exclusive services. Create a referral network with them. Many businesses cater to women, especially prospective and new mothers, that can be great partners in this effort.
5. Blogs and Newsletters
Regularly publish articles on your website’s blog covering various women’s health topics. Distribute a monthly newsletter about women’s issues and updates about your practice. Post regular content, such as helpful tips and news about your practice, and encourage patient engagement by responding to comments and questions.
Publishing regular content and incorporating relevant keywords can help boost your internet SEO efforts and improve your overall online reputation. Blogging is one of the most well-known forms of content marketing.
6. Produce Videos
Create engaging video content, such as patient testimonials, virtual office tours, or Q&A sessions with your practitioners. You don’t need a professional to do this for you. Just use your phone with a tripod and in a room or area with good lighting. That is good enough. You can produce these videos in minutes. Just answer common questions your patients ask you or interview your patients. Also, use patient education videos on your website.
7. Referral Program
Incentivize current patients to refer friends and family members by offering rewards or discounts on future services. Even if there are no incentives, simply asking them, or encouraging them to share their experiences with people around them, works. A visit follow-up email can be used to do this and ask for reviews.
8. Social Media Marketing
A social media presence is a must for every business — including an obstetrics and gynecology practice. Signing up for social media accounts for your practice “just because” will get you nowhere. If you leave your profiles empty or don’t update them for long stretches, potential new patients might think you’re no longer in business.
Share behind-the-scenes content, practice updates, and patient success stories through Instagram and Facebook Stories. Many of your patients spend hours on their social media. Seeing you around and hearing about you and your patients is enough to bring new patients. Check out our Social Marketing Service.
9. Pregnancy and Postpartum Support Group
Organize and host support groups for pregnant women and new mothers. Both of these groups are anxious about their roles and can’t get enough help. What is better than getting help from a specialist they can trust? You can expand your reach quickly by allowing patients to bring family or friends in.
Offer free online webinars or in-person workshops on relevant topics such as prenatal care, postpartum health, and fertility. Expecting mothers, as well as new mothers, are hungry for information. Use social media and local marketing to spread the word about your workshops.
10. Influencers and Bloggers
Collaborate with local influencers and bloggers in parenting or women’s health niches to promote your services. It is easier than you may imagine. Many YouTubers and podcasters look for content constantly and will happily get your help with creating content. It is a win-win situation, and all it takes is an email of a DM to get it started.
Learn how to build reputation for your OB practice
Build an Email List
Creating and building your email list will continue to be essential for your OBGYN practice. Email marketing helps you stay in contact with your medical patients, confirm appointments in a less invasive manner, and share customized informative information.
Several strategies can help you build your email list, such as placing an embedded form on high-traffic website pages, including a call to action (CTA) on your blog posts.
Telemedicine Services
Offer remote consultations, follow-up appointments, or even second opinions online if possible. This is so popular nowadays that it will help you spread your name and attract new patients. This will expand your reach and make it more convenient for patients to access your expertise.
Don’t Be Afraid To Spend Money
You can’t be afraid to spend money to boost your OBGYN marketing lead generation efforts. Strategically investing in services like Facebook ads, pay-per-click (PPC) advertising, and like Digital Services like OBGYN website design and maintenance, design services, and content writing can help you attract more new patients and boost your ROI.
Monitor Your Analytics
Monitoring the success of your digital marketing campaigns with analytics will help you to avoid wasting your time and money on strategies that aren’t delivering results. Take a look at what’s working and what isn’t. Keep doing the things that are generating leads and bringing you more patients. Adjust any strategies that don’t deliver the desired results until you find what clicks.
Hiring a Healthcare Marketing Expert
If you find it challenging to balance marketing and patient care, consider hiring a healthcare marketing expert. A professional who can help you optimize your website, increase patient engagement, and generate more leads is worth the investment. However, finding someone who knows what they’re doing is essential. Learn how to find a great web designer.
Staying Flexible
In today’s digital world, things move and change quickly. Social networking platforms may pop up out of nowhere and gain sudden popularity, and search engines may drastically alter their algorithms. Examples are TikTok or ChatGPT. Being flexible and open-minded will help you respond and adapt more quickly.
Long-term Strategy
Digital marketing for OBGYN practices is a long-term strategy that can help you build your brand and online reputation. What you do now will improve your practice’s position and performance in the future. Building your brand awareness, engaging with current and prospective patients, and growing your practice requires a solid and consistent marketing strategy focusing on long-term goals.
OBGYN Web Design Service by O360
Look at these great OBGYN websites and consider updating your website just like these and growing your practice quickly. O360 clients see a significant improvement in traffic and conversion with their new sites.
