Doctors and medical practice managers in crowded markets soon realize how hard it can be to stand out from the pack and attract new patients. Meanwhile, some practices don’t yet realize how much they could grow their patient base if they would only invest in building an online presence.
With digital marketing, you can grow your practice and reach more people than ever before. In this article, we’ll go over the basics of content marketing proven to increase online visibility for medical practices and reach more prospective patients.
Make an Impact with an Impressive Website
In the past, websites have been treated as something that can be built in a week and crossed off the checklist. However, first impressions are everything as potential patients compare providers online.
- Is your website easy to use?
- After viewing your website for a few seconds, will people know what your practice does for patients?
- Does your website look generic, or does it effectively distinguish your practice from others?
A modern-looking, intuitive website exudes the level of professionalism that patients expect from a medical practice.
When setting up your website, it is important to include clear and concise information that will help potential patients learn more about your practice. By including information about the practitioners in your practice, the services you offer, and what makes your practice unique, you can give visitors a taste of what they can expect if they choose to become patients.
Make Your Website More Powerful with SEO
In today’s online landscape, it’s more important than ever to make sure your website is optimized to appear in a patient’s search engine results. Search engine optimization, or SEO, is strategic in improving your website’s visibility on the first page of search results.
By targeting relevant keywords and phrases, you can make your site more visible to your targeted audiences. In addition, SEO can help improve your website’s click-through rate and increase the likelihood that users will visit your site.
Publish Blog Content Consistently for SEO
How do you get your site to rank for the keywords your target audience is searching for? First, you optimize your web pages with the best keywords, including localized ones, but that’s only getting started. You will also need to publish blog posts regularly.
Publishing blog posts regularly serves two main purposes:
- It helps improve your website’s search rank by signaling to Google that you provide valuable content and building the keyword strength of your website overall.
- Demonstrating to potential patients that your practice is knowledgeable on topics relevant to their patient journey and that keeping patients informed is a top priority for your practice.
We recommend publishing keyword-optimized blog posts at least once per month.
The Prominence of Google My Business in Search Results
If you are among the 246 million Americans using Google, you have probably run into Google My Business profiles by now. These profiles often end up in search results when Google determines that the intent behind the search terms is seeking products or services. For example, someone searching “after hours urgent care” would immediately get listings of local urgent care centers.
To get the most out of Google My Business, you should claim your Google “business” listing and complete it as fully and as accurately as possible. It also helps to curate Google reviews to help your rating, which helps you show up first in search results.
There are complex components involved with SEO strategy, so it can be beneficial to work with a professional strategist to develop a custom SEO plan for your website.
Get Ahead of the Competition with Paid Search
The truth about SEO is that it can take a long time for a practice to move upward in search rank. For practices motivated to get top placement sooner, pay-per-click (PPC) can help. PPC can also help practices in crowded markets keep pace with competing practices.
While there are many paid search opportunities on the internet, to gain visibility in Google specifically, you would turn to Google Ads. You bid for the keywords you want to rank for, and if Google approves your campaign, you will show up in search results for those keywords, but only pay when someone clicks the link.
The advantage of using Google Ads is that those search results are placed at the top of search results with non-paid results (organic) placed further down the page. The downside of Google Ads is that they are very expensive compared to other forms of digital marketing, so it helps to work with PPC experts who know how to conduct cost-effective campaigns.
Engage Existing and Potential Patients on Social Media
For a large portion of the US population, social media platforms like Facebook and Instagram are now part of daily life. Social media platforms are a boon for those looking for answers and support concerning medical issues – especially those living with chronic conditions.
Having a social media presence can only increase the appeal of a medical practice. Doctors can build trust with the public by publishing credible and relevant health information keeping your audience informed of what is going on in the world of medicine. However, it is best to have a mix of content that expresses your practice’s brand identity as well.
Social media also nurtures existing relationships with patients. You may only get to interact with patients once or twice a year for office visits, but when a patient follows you on social media, this is another chance to stay in touch and remind them to tend to their health as they scroll through the apps.
Harness the Power of Video
In order to reach and engage with potential patients, it is important to have a strong digital marketing presence. One cost-effective way to do this is to create informative videos about common medical procedures and conditions. This type of content marketing can help educate people about what to expect from your practice and why they should choose you for their care. Video content also is more likely to get good engagement, especially when it features familiar faces.
In addition, informative videos can be shared easily on social media and other online platforms, making it easy for potential patients to find and view your content. By creating informative videos about common medical procedures and conditions, you can reach a larger audience and increase the online reach of your medical practice.
Learn More About How to Be Successful in Medical Practice Marketing
Many medical practices have come to realize that they need a robust online presence to connect with prospective patients. To learn more about how digital marketing can work for practices like yours, download our free complete practice marketing e-book, or contact us if you have any questions specific to your situation.