The best ways to market your practice
Digital marketing can be an incredibly potent weapon for healthcare businesses looking to raise brand awareness and bring in new patients. If you’re not au fait with the latest techniques for marketing your practice, here are 6 methods to try.
A fantastic website
The number of online searches for health providers and treatments is increasing year on year. With more and more people looking for information online via desktop or a mobile device, it’s more important than ever before to make sure you have a fantastic website. Your website should act as a practice window, providing an insight into the services you offer and offering prospective clients the chance to meet your team, read reviews and find out more about the treatments that are available. Your website should look professional and it should be relevant to your brand image and your target client. It’s also vital to ensure ease of use and simple, seamless navigation. Your site should also be mobile-friendly. Over 50% of smartphone users access health-related information via their phones.
Search engine optimisation (SEO) is one of the most valuable and impactful marketing techniques for modern-day healthcare practices. According to Google, 5% of all the searches the engine conducts are health-related. This equates to around 2,000 searches per second. The aim of SEO is to climb the rankings so that your links appear towards the top of page 1. Three-quarters of people don’t get past the first page of results. Over 75% of people looking for health information start their journey by using a search engine. Local SEO is particularly beneficial for healthcare professionals, as the vast majority of people search for practices in their local area. ‘Near Me’ searches have increased by over 500% in the last three years.
Recently, within the healthcare industry, there has been an increase in zero-click searches, with many people opting to browse results, particularly those in the featured snippets. Figures from Jumpshot show that 48.9% of searches in America ended without clicks in 2019. To secure position zero, it’s beneficial to optimise content to answer questions, provide informative, accurate responses and provide an FAQ section.
A brilliant blog
Blogging is an excellent way to communicate and interact with prospective patients and to build trust. Healthcare is very different to other industries, for example, retail and travel, and web users are looking for reliable, reputable services and accurate information. Producing and sharing blogs is a great way to inform patients, at the same time as encouraging them to get to know your brand and to find out more about what you do. Healthcare blogs should be clear, concise, informative, accessible and interesting, and it’s also beneficial to include facts, figures and useful tips. You can also link to reputable websites and online resources and include images, infographics and video clips.
Social media plays a crucial role in advertising and brand promotion for many businesses. In the world of healthcare, the impetus should be on the social aspect. Social networks provide an incredible platform for healthcare providers to build relationships with clients and followers and to facilitate engagement. According to a survey carried out by WeGo Health, 91% of participants said that online communities influenced their decisions. Infographics Archive also suggests that 60% of users consider doctors the most trustworthy source of information on social media. To capitalise on the popularity and reach of social media, healthcare providers can use their profiles and feeds to build a following and encourage communication. Share health-related posts, vary content to include blogs, infographics, news stories, images and videos, and consider using social media to put faces to names. You could upload interviews with doctors, for example, or include short clips talking about subjects like improving your diet or increasing activity levels. If you do start posting online, take time to read comments and respond, and use analytics to track the progress and analyse the impact of your posts.
Video content is a relatively new concept in healthcare marketing, but it has the potential to make a real splash. Humans process visual content much faster than text, and video content is also much more likely to prompt reactions and interaction. According to a HubSpot study, 96% of web users aged between 18 and 34 watch several videos a day and 75% of millennials view at least one video every day. By 2022, it is estimated that 82% of user traffic will come from video. Video content is also valuable for healthcare practices due to its viral capabilities. Over 90% of people who watch videos on a mobile device will share it with others.
The vast majority of people have access to emails 24-hours-a-day. Email marketing is a means of reaching out to people before they even make contact with your practice or use a search engine to find information. You can use emails to keep channels of communication open with existing or previous clients, to inform people about new treatments or services and to remind patients about upcoming appointments. Emails are a simple, swift and affordable way to keep in touch with your client base and attract new patients. You can also segment your email subscriber list to send out targeted messages. When crafting emails, always make sure you have a catchy, interesting or intriguing subject, and try and add a personal touch. Emails that include images and videos are particularly effective.
An effective digital marketing strategy can make all the difference to a healthcare business looking to grow and attract new clients. If you’re keen to expand your client base and retain existing patients, these six marketing techniques should put your practice firmly on the map.
Products: to ensure these rank higher, include ratings, availability, pricing and mark them up with schema; a code that you can put into your website that adds context.
Businesses: to achieve rich results, present accurate data to the search engines – e.g showcase what you’re offering, your opening times, etc.