When you think of digital marketing for healthcare professionals, do you picture your Doctor using TikTok to share funny snippets of their day at work? Think again. Marketing for healthcare professionals nowadays is not the same as it was in the past. You can’t fathom how much consumer behavior has evolved throughout the years. In the healthcare business, digital marketing helps to reach target patients at the right moment with the appropriate advertisement.
You may have effective techniques, but you’ll need something more powerful… a plan. In 2021, consumers are becoming more engaged on apps and websites than ever before. In reality, patients are increasingly depending on web searches to make healthcare decisions. That’s why staying on top of digital marketing tactics is critical if you want your healthcare business in the front line of the digital revolution.
1. Using Consistent Healthcare Branding
You may believe that your knowledge distinguishes you from other healthcare professionals, medical practices, or hospitals. But, let’s face it, one white coat appears exactly like the next to a patient, and although your service will keep your patients coming back – it’s up to your marketing to encourage them to enter the first time.
So, what distinguishes your healthcare network, hospital, or medical practice from the rest? Is it your amazing patient care? Your multi-service premise? Your incredible value for money? Whatever makes your business stand out from the crowd is what you need to highlight. This helps people to remember your healthcare organisation’s identity when it comes time to book their appointment.
2. Evaluation of the Online Patient Experience
A decade ago, merely having a website was enough to wow potential patients and assist them in locating your healthcare business. However, websites are becoming the online ‘front door’ for businesses. It’s the first thing people see, and if it’s not well-designed it might as well be the last time they think about your brand.
The user experience is an essential factor to consider while designing a website. Designers, on the other hand, are sometimes so focused on website design that they overlook the patient experience. How easy is it to find your contact details and FAQ’s? Is the booking process seamless? Are your services explained? Here at Marketing Movement we frequently discover that websites require a thorough overhaul. Small adjustments such as moving the “Contact Us” box higher up on the page, could be all it takes to secure a few more bookings a day!
3. Building a Responsive Healthcare Website
A responsive website changes to the size of the screen it’s being viewed on. This means the experience is the same whether you’re using a computer, tablet, phone, or other mobile device. It’s the standard in website design today [FYI: Google mobile-first scanned all websites, including healthcare websites, by September 2020] but it’s also something search engines look for when crawling medical websites to decide how and where you’ll rank. So, long story short… a responsive website will rank higher in organic Google search results. Plus, it will give your patients a better website experience. Just two reasons to make sure your website is optimised for all devices.
4. Utilisation of PPC (Pay-per-click) and Display adds
Both forms of paid advertising (PPC and display ads) are designed to showcase your business to qualified users. This happens when they type in set keywords when searching on Google (or other search engines). Budgets are variable, which means you determine how much you’re prepared to spend to keep your site at the top of the results page. Both forms of advertising are a great way to reach new customers who are expressing interest in your services.
5. Following up with Patient Feedback in your Marketing Efforts
When patients have a negative opinion of your clinic and write reviews on sites like Yelp, or Google you can’t help but feel defeated. The worst part about Google reviews is that you cannot remove them. What you can do, though, is respond to any patient comments immediately, showing users that you are attempting to resolve the issue. Maintaining professionalism at all times will showcase your business in a positive light, even in response to a negative situation. Patients may be inspired to update their reviews if they receive the proper follow-up to let others know the problem was handled quickly.
A more proactive approach is to contact your patients after their first appointment to obtain honest feedback. It could be in the form of an email, phone call or text message (if they’ve opted in for marketing communications). This will allow your patient to express any concerns privately before taking to a public forum such as Yelp or Google.
Above all, it’s important to note that no Healthcare Marketing plan is complete unless the right team is by your side. From your reception staff to your allied health professionals to your marketing team, everyone has a role to play in the success of your practice.
If you need marketing assistance for your healthcare business, contact the team at Marketing Movement today. Our team are a mix of marketing experts and allied health professionals, who understand your industry inside out! Contact us to learn how we can help your practice today.