How to Boost Patient Numbers with Digital Marketing Techniques
Busy gastroenterologists and practice administrators need simple, proven ways to attract new patients and increase revenue.
Both traditional media, such as TV, radio and print, along with digital media, can be effective tools, if used correctly.
Digital marketing media is trending more heavily these days because digital advertising and marketing techniques are flexible in terms of targeting specific audience demographics, making it easier to reach the patients who need your services.
Using digital marketing means you can target specific types of patients using a variety of platforms.
Local SEO for Physicians
Local Search Engine Optimization (SEO) if vital for any practice. When a potential patient searches online, it’s important for your practice to show up at or near the top of the search results.
Google gives search engine users general search results and results pegged on a map that shows the area near the searcher’s location. We can help your practice rise to the top of the list for patients in your geographical area through using a combination of paid ads and local SEO. To expand your practice’s reach, you can invest in SEO assistance that will increase your practice’s visibility in organic searches as well.
Paid Search for Your Practice
With an increase in the number of gastroenterology clinics available to the public, competition has become more intense. To stay competitive, one effective strategy is to use paid advertising.
Today’s marketing strategies use a more specific approach in order to attract, reach and convert a targeted audience most in need of your services.
While it is possible to devise a marketing plan on your own, we can offer professional assistance that will yield much more profitable results and ultimately represent a cost savings.
Here are some of the ways we can help you plan an effective marketing campaign:
- Social Media: Social media platforms appeal to different audiences for different reasons. We can help you direct your messages through the appropriate channels.
- Google Ads (Pay-Per-Click): These ads target web visitors based on their search history.
- Re-targeting: This technology tracks web visitors’ history and displays reminders about your practice in key locations on websites visited after yours
Social Media Management for Your Clinic
To get the most out of social media, your practice needs a presence on Facebook, Instagram, Twitter and/or YouTube, where patients can share media content. You can also use paid social media advertising, a currently popular marketing tool.
Paid social media ads have the extra advantage of providing the buyer with data regarding the number of people who viewed or clicked on your content. You’ll see user metrics, your site’s social interaction history and reviews.
Managing Reviews of Your Practice
Your most satisfied patients’ reviews will help promote your practice while lessening the impact of any negative reviews.
To garner the best reviews, you need to interact regularly with the people on your list, promptly answering their questions, addressing their needs and replying to their messages. Also, follow up on their service experience feedback. With open and interactive communications, happy patients will be pleased to give your practice a glowing review.
To reduce negative reviews, follow-up with patients after their visits. By keeping the conversation going, you’ll encourage patients to build a community of like-minded patients who will let others know of their preference for your practice. Keep them engaged and active.
Both positive and negative reviews can remain on the internet indefinitely. There’s a well-known saying: “The internet doesn’t forget.”
Diligently work to manage your reputation by maximizing the best reviews and keeping negative comments to a minimum.
How can you contribute to this goal and manage your reputation?
Reputation management is directed at gauging the level of customer satisfaction with your service. You’ll be able to attend to an unsatisfied patient immediately, before they post a comment registering their displeasure with your services.
You’ll also be aware of satisfied patients’ sentiments, enabling you to request and encourage their positive reviews on your digital platforms.
A series of positive reviews will boost your organic search listings and give prospective patients confidence in your services.
Inspiring and authentic content will increase your success. When you put together web pages, address web visitors’ concerns and answer their questions.
To develop content that resonates, knowing and understanding your audience will lead to created content that will be noted and shared. If your topic and your clinic get a lot of social media traction and website traffic, your message will spread on its own, at no or minimal cost.
Website Elements To Include
To drive traffic to your practice’s website, you will need relevant and optimized content. For example, you should include details about your practice: location, hours, specializations, credentials, special policies, insurance coverage information.
You should also offer general information about the specialized field of gastroenterology and basic information about symptoms, diagnostics and treatments that may be used.
On each page of your website, be sure to include a call to action, letting the web visitor know what to do should they want to contact you about setting an appointment and/or receiving additional information. Plainly and obviously list your contact information. If you have an online booking system, display links to it prominently and frequently throughout your website.
In summary, take full advantage of the power of digital marketing by establishing a social media presence, consider paid advertising, investing in SEO research, encouraging positive patient reviews and designing a functional, attractive and information-packed website.