It can be easy to feel overwhelmed in the digital marketing space. There are dozens of marketing options — from traditional methods like Google Ads, SEO, and blogs — to social media, including up and coming platforms like TikTok. How can sift through all the choices to piece together the best areas to focus your medical marketing efforts? Here are six practical tips to improve your healthcare marketing that will give you a stepping stone to know where to begin.
Share the benefits
At the end of the day, marketing should tell a story about your brand that focuses on the benefits for your current and prospective patients. For example, if you’re an orthodontist, you can show how your services helped a teenager feel more confident in her smile and how your team helped her braces be financially affordable for the parents. By telling a heartwarming story with a positive outcome that subtly reflects well on your business, you’re building your brand — instead of only focusing on the process of getting braces or proclaiming that your business is the best.
Know your audience
When you speak to everyone, you speak to no one. Define who your ideal audience is and create content which will resonate for them. If you’re a pediatrician, you could concentrate on creating content specifically for parents, rather than broad medical content about children. This could look like articles about treating bee stings in the summer, going back to school healthy in the fall, and combating the flu in the winter. Be as specific as possible about who you’re trying to target with your marketing efforts.
Create content for search engines and humans
Search Engine Optimization, or SEO, is the practices which make your website rank higher in search engine results. Make sure your online content is optimized for Google as well as readers with an effective SEO plan. If you’re unsure how to approach SEO, contact a healthcare marketing team who can help.
Focus on one social media platform
With all the social media platforms out there, it’s impossible to be active on all. Zone in on one where your patients hang out the most and focus on creating content for that platform. For example, you may reach more moms on Facebook, more socially savvy young adults on TikTok, and a broad general audience on Instagram — it just depends where you want to reach people. But if your time is limited, remember that it’s better to have captivating content on one platform than mediocre content on all of them.
Utilize email marketing
Even though there are many ways to contact people online, email is often one of the most personal and effective. In fact, email marketing has the highest return on investment of any marketing channel. Whether you use email to invite in new patients or remind current ones of upcoming appointments, it’s a great way to market your services.
Have a well-designed website
Your website is your home on the internet. If you invite visitors over to your actual home, you usually clean up and make sure it’s not confusing to get around before they arrive. You should treat your website the same way — make it appealing and easy to navigate for all visitors.
Fogg Media has been helping medical practices in the Carolinas and throughout the US to increase their visibility and drive patient conversions. If you’re struggling to get search visibility, or if your patients struggle to use your website, we’ve created a simple, straight-forward package deal that gives you exactly what you need to get started in the world of digital marketing. We offer targeted, optimized digital advertising services for healthcare, including Pay-Per-Click (PPC), Google Ads, Search Engine Advertising, and more. Simply put, we’ll handle the behind-the-scenes digital marketing so you can get back to medicine.