Here are a few marketing ideas to get more patients. Start incorporating them and watch as more and more patients visit your medical practice.
Top Practice Marketing Ideas:
PPC (Pay Per Click)
When searching for different things, you might have seen varying ads pop up on the top of the screen. This is what PPC entails. You can make use of Adwords and Bing to reach your target audience. These platforms work to target the right people by filtering them according to the keywords they search for. Six years ago, only a handful of health services used PPC however, with more recent move towards online platforms, things are changing.
The best thing about using PPC as a medical practice marketing strategy is that it is easily trackable. You can measure the progress of your marketing campaign and decide if it is fruitful enough or not.
According to Search Engine Journal, PPC is a tool that integrates well with other marketing options. To create a holistic campaign, this is necessary. The fact that PPC blends well with other tactics allows it to account for growth clinic marketing.
A lot of businesses are moving towards digital marketing. As per an article by Forbes, advertising on social media provides you with a greater chance of customer conversion. This holds true for medical practices as well. The more your patients will be exposed to your practice, the greater is the chance of them opting for it.
Moreover, the number of people on different social media sites is increasing. This provides you with an opportunity to target a large number of people for your audience. According to Statistica, the number of social media users will increase to 2.77 billion by 2019. Having an online presence now leads to better brand recognition. So for medical practices, having a Facebook, Twitter, LinkedIn and Instagram profile will help in getting leads.
Note: When advertising in the medical space on platforms such as Google and Facebook make sure you are always within the terms of service. This important info can be found when signing up for every digital advertising platform.
Back in 2014, Software advice conducted surveys about the number of patients that use online reviews. They found that within three years, the number of respondents using online reviews increased from 25% to 42%.
This makes sense. No one wishes to make a gamble on their health. Prospective patients want to find a quality medical practice. Since every practice would say that it is the best at delivering healthcare, how do you differentiate? Customers distinguish between good and bad practices via online reviews. They are more trustful of what fellow patients tell them.
This is why getting favorable online reviews on platforms like Google, Yelp and Facebook is immensely important. Try to add testimonials to your website. Make sure your services are of top quality, have very well trained staff. Urge your patients to leave reviews. Customer-generated marketing is one of the best marketing tools to get more patients.
When there is user-generated content, the content can be both good and bad and the bad reviews can do a lot of harm. Actually, the effect of bad reviews is significantly more than of the effect of good reviews. Professor Nass, one of the authors of “The Man Who Lied to His Laptop”, according to him, people tend to process negative experiences differently and much more intensely. This is why when they describe this experience, the words they use are more impactful.
If you let such reviews exist without correcting the problem, your reputation will be damaged. Marketing isn’t just about advertising. Instead, it also includes managing your reputation. You can do so by scanning your business via Yext (need to explain what this is). See what the masses are saying about your medical practice. Detect if there are any commonalities in the different negative reviews. If there is a pattern, you know what issues you must fix. Sometimes, replying to a negative review and delivering prompt customer service also helps in dissuading the negativity. All in all, keeping your reputation intact is an integral part of marketing your medical practice.
Email marketing is quite an inexpensive marketing tool and compared to other marketing ideas to get more patients, it delivers quite a lot of benefits. It can be targeted to not only your current patients but also the potential target market. In both cases, it builds brand awareness, increases engagement and acts as a reminder.
Email marketing can be used to check up on old patients and to create awareness about new promotions and procedures. This is a form of direct marketing and hence has a higher chance of being noticed. However, there are a few do’s and don’ts when it comes to e-mail marketing.
Some medical practices overstuff their emails with information. The more complicated the email is, the more difficult it is to retain attention. Instead, try to keep it simple and stick to one theme/promotion. Furthermore, make your email marketing campaign mobile-friendly to reach a maximum target audience.
Set Up a Referral Program
Rich Hachenburg of Audiology Online, talks about the referral program in an article titled “The Medical Referral Marketing Process- The Alternative to Advertising”. According to him, a referral program is nothing new for medical practices. After all, it is common for medical specialists to refer patients to other specialists if the patients’ medical issues are not within their field of expertise. A lot of specialists already rely on such referrals.
By setting a referral program, you streamline the process. You make use of email, cards and automated systems to automatically refer patients to given specialists. You can embed this in your website where a primary history can be used to refer patients accordingly.
One of the tools you might want to use to ensure growth clinic marketing is Customer Relationship Management (CRM). A CRM and database management helps in creating a robust referral system. (A CRM can only be used when the lead is not yet a patient. Please refer to your state or provincial laws when storing patient information)
Creating Custom Content
Adweek conducted a survey and found that 90% of respondents prefer when brands create custom content. Medical practices need to create a strong brand just as much as any other business would need to.
Creating custom content is important for several reasons. For starters, it allows you to appear as an expert in your field. This can’t be any more crucial for medical practices. You would want to appear knowledgeable. The more credible you seem; the more people would trust you with their health. Custom content also establishes you as the market leader. When people search for different issues and they see articles by your practice, they are likely to remember you.
Implement SEO Best Practices
Search Engine Optimization (SEO) matters to all businesses, including medical practices. The world is moving to online platforms. As per Statistica, the number of search engine users in the USA alone will increase to 246.4 million by 2019. This poses a problem for marketers!
How do you get recognized when there is so much clutter? Think about it. Do you even bother going past the first search engine page result? In the time compressed lifestyle of today, only a few people do. This is why you must invest in the best SEO practices. This will make sure that you achieve a good search engine ranking. This, in turn, translates to more leads to your website.
SEO is not about stuffing keywords. Instead, it is about weaving the relevant keywords as organically to your content as possible. Duplicated content and link scheming should be avoided at all cost. Rather than taking shortcuts, SEO is about producing quality content. Since medical practices are quite localized, using local SEO tactics will reap better results.
Net Market Share’s analysis revealed quite a lot of recent search engine practices. For instance, in 2017, Google reaffirmed its status as the market leader. This means you should strive to make your content favorable to SEO tactics for Google. According to SEMrush, organic ranking and clicks still serve as a major booster for SERP (Search Engine Results Page).
There are many more practice marketing ideas to aid in getting more patients. However, in terms of growth clinic marketing, the nine mentioned above yield the maximum benefit. Don’t just focus on delivering quality healthcare. Instead, make sure people know about your medical practice as well. Creating awareness and recognition is an important step. Don’t underestimate its need.
Develop a marketing plan. Do research on your patient’s needs. Tailor your campaign and promotional efforts accordingly. Shine bright among all other medical practices in town.
If you are looking to grow you and your established practice, attend our annual Practice Growth Symposium. This unique program is for those with a growth mindset that want to keep growing! You will experience two phenomenal days with award-winning authors and industry experts as they reveal their strategies for building profitable practices.