The Healthcare Marketing Playbook
Before the evolution of modern internet technology, a practice could be successful from word of mouth recommendations and traditional advertising. But today, your future patients are looking for your practice online, and use services such as search engines, mobile apps, social media, and online directories and reviews.
Many practices have now caught on to the need to have an online presence and marketing strategy to reach their future patients. Read on to discover how your practice can win with online marketing — and take note of what you can do to more effectively attract new patients.
Search: Where the Patient Journey Begins
A search engine like Google is one of the most common places people search to find a healthcare practice. According to Forbes, 93% of all online experiences begin with a search engine. Without top rankings, it will be difficult for future patients to find you online.
But showing up in search is only the first part of the problem. When people find you, they want to know your reputation with other patients. Reviews play a key role in bringing more patients to your practice.
One of the most effective ways to retain existing patients and secure new referrals is to proactively monitor your online reputation. This includes encouraging existing patients to review you on popular review sites and online directories and being responsive to reviews. You might also consider using an online reputation management software solution.
SEO can be supplemented with pay-per-click (PPC) advertising. This is paid advertisements that are displayed at the top of search results. These ads also use keywords so they are displayed when patients make a related search.
Combining SEO and PPC maximizes the return on investment of a search strategy. PPC ads are displayed instantly while SEO builds value over time.
Online Reviews: Most People Still Trust Them
Besides insurance lists, reviews are often the first places future patients will look. Reviews are sometimes even integrated with the insurance list.
According to BrightLocal, 91% of 18-34-year-olds trust online reviews as much as personal recommendations. This number is still an impressive 78% for the total US population.
It can be tempting to dismiss online reviews. However, online reviews are more important for healthcare professionals than nearly every other type of business — second only to restaurants and cafes.
The best first step is to take control of all your listings across the web, especially on Google MyBusiness and major directories. After this, collect and monitor reviews from patients.
Online reviews deserve your attention and already have the attention of future patients. If you handle them correctly and implement an online reputation management system, reviews can shed a positive light on your practice.
Social Media: Recommendations and Local Search
Many people use social media to ask for a local business recommendation. Social media may also be used as a local business search engine and can help you promote your practice in social search and communicate directly with patients.
According to Facebook business, 1 in 3 people on Facebook uses the platform to look for recommendations and reviews.
Your practice should, at the very least, have a Facebook business page. This page can be used to share contact information, website, hours of business, and relevant content with your target audience
A social media profile can also be used to display reviews. Aside from helping your practice be found in social search, they also showcase the positive reputation of your practice.
Mobile: Bring Patients Through Your Door
Almost half of all internet traffic worldwide now comes from mobile devices. You want to make sure that peoples’ mobile experience with your practice is positive.
Mobile websites can make it easy for people to contact your practice. They use contact methods like clickable addresses and phone numbers. This makes it possible for mobile visitors to contact your practice right away.
Many mobile searches result in users contacting a local business. 61% of mobile searchers are more likely to contact a local business if they have a mobile-friendly site.
Key to Your Success
An online presence is vital for success in today’s healthcare marketing landscape. This online presence should go beyond just a website and include multiple channels by which people can be led to that website, engage with that practice online, and establish a positive reputation through reviews, recommendations, and listings.
To learn more about how to make a more effective online presence or to build one for the first time, contact Officite.