Back in the old days, small towns had a doctor, and everyone went to him. They likely called him “Doc,” and he was the only medical professional the entire family saw for their entire lives.
It’s not 1819 anymore, though. It’s 2019, and healthcare is no longer centered around the physician. Now, it’s patient-centric, with multiple practices competing for new patients and patients selecting physicians based on quality.
More and more people are using the internet to find high-quality physicians. 77% of people use search engines to conduct research prior to booking an appointment. Search engines are used for discovery, evaluation, general information, comparison, and consideration.
Why Healthcare Marketing is Crucial in 2019
When researching, 94% of prospective patients look at the reputation of the facility, so a proper online presence is important.
These stats show that having a mediocre online presence is bad for business and a huge missed opportunity.
If you don’t reach out to people online, your practice won’t recruit new patients. Fortunately, healthcare marketing is an easy way to reach your target market.
Use these healthcare marketing strategies to drive more people to your practice.
1. Mobile Responsive Website Design Targeted to Your Patients
Mobile responsive website is a must if you want to make it easier for people to find you online and book an appointment. This means your website needs to adapt to the size of the screen, ensuring each site visitor has the best user experience.
Improve that experience even more by targeting the website to your patient’s persona. The persona represents your target audience.
Ask yourself who your ideal patient is and what his or her goals are. You also need to identify the pain points and address that with your website.
Online booking company, BookedIn, ran an analysis on appointment bookings and found that 76 percent of online appointments are booked via a mobile device and 3 percent are booked on a tablet.
If you optimize your website for mobile, you will reach lots of searchers.
2. Showcase Your Reviews and Testimonials to Build Trust
Reviews build trust, so you need to gather testimonials and promote them. Ask each satisfied patient to leave an online review, and ask for testimonials from those who are extremely pleased with your service.
Then, promote them on your social media channels and place them on your website. You should also include reviews in marketing emails. These reviews will highlight the patient experience and help you with reputation management.
Ninety percent of consumers read online reviews before scheduling an appointment or visiting a business, and 84 percent of people trust these reviews as much or more than a recommendation from a friend or family member.
That means it’s time to start gathering and promoting reviews.
3. Use Video Marketing
Videos are engaging and popular and an important aspect of a successful healthcare marketing strategy. As a healthcare professional, you have lots of options for video.
Start with a welcome video that provides an overview of your healthcare organization. The video should be professional yet personable.
Then, record patient testimonials. Finally, create videos that break down medical procedures. This educates consumers and makes them more likely to schedule a procedure.
Video SEO is an important factor in getting your video indexed and ranked high in the search engines.
4. Use Social Media to Turn Patients into Word-of-Mouth Marketers
Word-of-mouth referrals are a powerful way to drive new patients to your practice. People want to choose a doctor with a good bedside manner and the right skills, so many turn to their friends to find out where to go.
Use social media to nurture your followers, so they recommend your practice to others. Create a positive culture across social media channels and share important tidbits to help your patients.
In a survey of 2,137 people published in the Journal of the American Medical Association, 828 respondents stated that word-of-mouth referrals are very important and 1,002 stated these referrals are somewhat important.
Getting these referrals can be a huge boost to your practice.
5. Run Pay-Per-Click Ads
Your healthcare marketing agency will work hard to get your healthcare website listed on the first page in the search results. That takes time, though, and you can enjoy immediate results with pay-per-click ads.
While conversions are the ultimate goal, these ads are also used as a branding tool during the research stage of the buying process. You can even use retargeting to reach those who have visited your website.
The average cost-per-click of the health and medical industry on Google is $2.62 for search ads and $0.63 for display ads, and the average conversion rate is 3.36 percent on search and 0.82 percent on the display network.
Your healthcare marketing agency will create a campaign to reduce costs and increase the return on investment.
6. Tailor SEO for Voice Search
Countless people are using their voices instead of their fingers to search for medical practices. They ask Siri or Google where the closest practice is or even ask an AI assistant to look up reviews. That means you need to optimize your website for voice search.
The key is to think about how people use voice search. They tend to use conversational words and longer phrases than when they conduct a text search, so optimize accordingly.
Keep in mind that people ask lots of questions when using voice search.
Once you do this, you will start getting more traffic. Approximately 1 out of 5 Google queries are voice searches, and 22 percent of all voice search queries are for local content, including medical practices.
7. Create Content That Exhibits Expertise in the Field
Consumer-focused content is an important healthcare marketing strategy in 2019. Various studies have found that healthcare content ranks second in searches for online services, so having the right content will put you out in front of prospective patients.
Your content marketing strategy should include patient-focused content, such as information about certain diseases, diet tips, and recipes, as well as provider-focused content.
Provider-focused content can include studies, information about costs, medical errors, and details about modern healthcare.
Ceralytics found that patient-focused content has an effectiveness of 76 percent, while provider-focused content has an effectiveness of 72.5 percent. Effectiveness is determined by actions, such as visiting a website or booking an appointment.
CNG Digital Marketing Provides Innovative Healthcare Marketing Services
Don’t try to run your healthcare marketing campaign on your own. CNG Digital Marketing has proven success with marketing for the healthcare industry.
Our healthcare marketing agency understands what it takes for a medical practice to reach prospective patients and retain the ones they have.
Contact us today to learn more about how we can help your practice succeed.