You must make an effort to develop a successful advertising campaign in the medical field. Therefore, I propose to consider the main medical marketing strategies that work. They will save time, money, and other valuable resources.
01 MAKE THE CLINIC WEBSITE CUSTOMER-FOCUSED
Now many get acquainted with the clinic on the Internet. However, to take a leading position to win over customers, you need to improve the quality of service for site visitors.
Think over to the smallest detail the possibilities of the site. Slow page loading speed affects user behavior. Many people use tablets and phones, and we should not forget about interactive and adaptive design.
Look at the screenshot. When viewing the site from the phone, the call to action “Make an appointment with a doctor” is visible, and the “menu” and the icon for making a call immediately come into view.
Control the speed of the site. Slow page loading speed is the reason for the loss of customers.
Place information about services and methods of treatment on the main page. Focus on the services you plan to promote.
Control the speed of the site. Slow page loading speed is the reason for the loss of customers.
Place information about services and methods of treatment on the main page. Focus on the services you plan to promote.
Place capture forms on the site. The main goal is to get the potential client’s phone number and name. Explore competitor resources. How do they motivate users? The more chips the form contains, the more interest it causes.
Simple navigation, meta descriptions, and image optimization are important for SEO structure.
02 INVEST IN SOCIAL MEDIA ADVERTISING
Social media is important to raise awareness of new, emerging, and annual health issues. Especially when the situation changes quickly. Social networks provide an opportunity to update the public with the latest health news and give recommendations. Another plus of social networks is the increased traffic to the clinic’s website.
Use Instagram analytics for optimization. According to statistics, it is easy to determine when your subscribers are active. Post during this time to get more views.
When analyzing social networks, it is important to consider the users’ age groups. Then, explore the analytics tools they offer to monitor your ad campaign.
Test native placements on Tik Tok. More solvent audiences come to the social network, and campaigns show excellent coverage.
TO BE SUCCESSFUL ON SOCIAL MEDIA, YOU NEED TO
- Post regularly
- Select popular topics
- Post-high-quality images
- Detailed ad headings
- Share information about new experiences and participation in conferences
- Encourage employees to create professional accounts. They will bring patients to your clinic.
03 DEVELOP A STRATEGY FOR LOCAL SEARCH ENGINE OPTIMIZATION
MAKE SURE YOU INCLUDE THE FOLLOWING ELEMENTS ON THE PAGE
- Map Google or Yandex
- The city name in the title tag and on the page multiple times
- Name, address, telephone number, hours of operation of a specific branch
- List of medical professionals conducting appointments
- Brief description of your activity
Making a separate site or section for each is better if you have several branches. By following simple tips, you will outperform your competitors in the search and achieve the success of your advertising campaign.
04 ADVERTISE YOUR COMPANY
Company announcements influence the medical marketing strategy field and search engine optimization. Your business ads are the contact information that appears in searches. Therefore, it is important to place and confirm data about your company in directories. Many users look for clinics on maps. Publish company data on Yandex portals. Maps, Google Maps, 2GIS.
Doctors also have profiles, and many are looking for them. Some specialists change their place of work several times, which can cause errors and inaccuracies in the description of their describing information up to date.
This will increase your position in the search. For example, for the query “ophthalmologist next to me.”
05 THINK ABOUT EFFECTIVE CONTENT MARKETING
Medical content marketing is experiencing a slow adoption rate, which is working in your favor. You have few competitors. The strategy involves creating and distributing content. The main goal is to attract and interest the target audience. The idea is to create quality content that your readers will share.
You become a trusted source of information and a potential industry leader by building trust. From this position, you can increase your reach and grow your business. In addition, you can create a variety of content for the clinic. Show off your exclusivity.
Use free tools (for example, Yandex. Wordstat) to find keywords for articles. So you check the relevance of the topic and advance on requests.
YANDEX.WORDSTAT SHOWS
- Keyword frequency
- General statistics
- Statistics for individual regions
- seasonal fluctuations
06 EMAIL IS STILL A VIABLE MEDICAL MARKETING STRATEGY
Email is another option to redirect or attract new patients interested in a particular procedure or treatment.
Use mail to share new promotions, offers, and blog posts. Sign up for an email newsletter on your site.
Connect mail to establish contact gradually. This shows a connection slowly. Potential clients make an appointment daily. The other seven are not proactive, so email them regularly to gain confidence. Then, when the need arises, they will come.
07 USE ONLINE REVIEWS
To run a business, you need modern technologies, first-class equipment, good infrastructure, and trained medical personnel. But success cannot be achieved without contact with patients. So get in touch and make sure they are satisfied with your services.
These days, people rely on online reviews when choosing products and services. To attract patients, it is no longer enough for your clinic to be close to the patient.
MOTIVATE THEM TO WRITE REVIEWS
- Provide a discount on the service (gift, bonus) for the review
- Add a Feedback Form to your website
- Use the feedback collection service
- Duplicate reviews on social media accounts
08 CONNECT WITH PATIENTS WITH VIDEO MARKETING
The brochure about your medical website design organization can be accessed anytime. Video marketing is your opportunity to make an impression, to convince you to click the “Make an Appointment” button on your website. Prove that you are capable of handling any challenge.
VIDEO INCREASES THE POPULARITY OF THE SITE
- Increases the time visitors stay on the page
- Increases click bids when using video in email campaigns
- Increases traffic
- Increases conversion
The best way to explain complex concepts and processes, such as surgery, may be via video. For example, even a simple, routine outpatient procedure can seem intimidating when faced with huge text on a website. And a short two-minute video with a doctor explaining the process can condense on a web page to convey the concept quickly.
Video is among the most efficient means of acquiring information from someone’s trust and capturing their interest.
VIDEO THEMES
- Welcome videos
- Success Video – Patient Testimonials
- Educational Videos – News, Information, Stories, Patient FAQs
- Real procedures, operations
By combining themes, you demonstrate the experience. Users will be able to recognize you even before they make an appointment to visit your clinic.
VIDEO MAKING TIPS
- Be natural
- Shoot short, concise videos
- Include a call to action: you got their attention, now hold it. Offer to take some action.
- Create videos in the same style
- Add music where appropriate
- Make sure the video is optimized for playback on multiple mobile platforms
- Turn on signatures. Subtitles allow viewers to watch videos in noisy or quiet environments.
- Use a good microphone
- Use a narrative to elicit an emotional response.
09 HOOK WITH BEFORE AND AFTER GALLERIES
Most plastic surgeons post before and after pictures on their websites. But are you showing enough examples? If there are few of them, users may assume that you are only showing good results. Showing different examples builds trust. It also makes it more likely to find a happy patient with a similar problem.
The purpose of a gallery is to provide visual information, but your gallery must be “emotional.” Include multiple angles. Consider more pleasing lighting and background options. Add a brief history of the client, their aesthetic goal, and outcome.
10 USE CONTEXTUAL AND SOCIAL ADVERTISING TO ATTRACT CUSTOMERS
To promote your clinic, use advertising systems from Google and Yandex. They provide the ability to pay to place an ad at the top of the search results page. These platforms are easy to use and fit any budget.
Contextual advertising works on a bidding system in which you select target keywords and then compete with other advertisers for placement in search results for those keywords. One of the greatest advantages of pay-per-click advertising is that you only pay when users click on your ad.
Social media is a great place to advertise your clinic. Your potential customers have social media profiles.
You can also use social media for advertising your company. They allow you to select an audience based on standard demographic information such as age, gender, location, and advanced features such as interests and behavior. This allows you to reach users who are most likely to be part of your target audience.
11 PROMOTION OF THE PERSONAL BRAND OF THE DOCTOR – INCREASE THE REPUTATION OF YOUR CLINIC
Using social networks and other online tools helps doctors highlight their features. In addition, creates a meaningful online presence that won’t get lost among the competition. With 70 percent of people looking for doctors online, personal branding has become an important element of medical marketing.
3 ASPECTS OF HEALTHCARE BRANDING
- Significance for medical practice
- Building a personal brand online
- Building reputation
The experts noted how different social media channels reach different audiences and demographic groups. Younger patients most often browse TikTok, Instagram, and VK. Medical social media marketing is better suited for communicating with the category of people over 35 years old. YouTube content is also an option and connects well with other channels.
Social networks can be used to meet colleagues. Exchange messages with them, get good content for your account and attract subscribers. But remember that the sharing of content, logos, and other materials is subject to copyright laws, as well as considerations of medical ethics and privacy.
IN ADDITION, PERSONAL BRANDING CAN
- Show the strengths of a specialist
- Increase doctor availability with online consultations
- Increase doctor’s popularity
- Make patients more responsible for their health
- Attract new customers
RECOMMENDATIONS FOR SPECIALISTS
Input your name into a search engine to discover potentially damaging content to your reputation.
- Pay attention to patient feedback. Eighty-five percent of consumers trust online reviews as much as personal recommendations. Negative feedback is inevitable regardless of how dedicated and attentive you are to your work. Even the best doctors have to deal with malpractice lawsuits. Don’t ignore negative reviews or try to remove them. A proactive and well-informed online strategy is the best way to handle patient complaints. Regularly maintain profiles on social networks and post content on the topics raised in negative reviews. Ask patients to leave reviews after their visits. This way, you will create a more complete, positive picture of your activities.
- Use part of your profiles to clearly describe and explain your professional approach. Provide readers with links to articles from reputable sources that align with your approach to healthcare.
12 ANALYZE YOUR AD CAMPAIGN
Making decisions based on data is the key to successful medical marketing. Marketing analytics tools help collect data from the site. They allow you to create reports, track campaign success and perform competitive analysis.
ANALYTICS HAS 2 GOALS
- Evaluate the effectiveness of an advertising campaign
- Answer the question: What to change to achieve better results?
WHAT CAN BE TRACKED WITH ANALYTICS TOOLS?
- Site visitor data
- Client touch point/event data
- Paid Campaign Performance Data
- Customer Purchase Data
- Email marketing data
SUMMING UP
Analyze the advertising campaign of your clinic. Make adjustments. Add new strategies, and optimize existing ones. Test new strategies several times before launching. The number of new clients will pleasantly surprise you.
To achieve success, you need to use all strategies. If you work out selective steps, the desired effect will not be. All strategies are interconnected.
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