-By Neerja Ajgaonkar
Ever heard of digital marketing strategy for doctors? I know it sounds different. But yes, just like every sector nowadays needs digital marketing doctors too can have marketing strategies. Due to the rapid growth of medical industry, newly invented technologies need to be promoted for the people to know.
Having a digital marketing strategy for a doctor/physician is an uncommon thing. But there are quiet a few doctors who have adopted this strategy to promote themselves.
If you are a doctor/physician having your own business here is how you can manage your business using Digital Marketing strategies.
The year 2020 has been a tough year and in this unprecedented times it has become important to have a digital marketing strategy more than ever before.
1. Optimising website for patient’s search experience
Firstly, you need to understand where you stand. It includes analysing what platforms to be used to promote your services and coming up with better techniques to replace the existing ones.
A. If you do not have an online presence yet you will need to make an official website. This will enable the patient to be able to look what he is looking for like booking an appointment, related articles, relevant blogs etc.
The website should also have the address of the clinic or the hospital for the patient to find it easily.
B. Medical apps would serve the patients better. Since, a lot of work these days can be done using mobile/laptop/tablet you should have a website/app ready.
Create a user-friendly website with proper medical SEO.
C. Mention about the services and the treatments you provide. Think about your ideal audience, Key Performance Indicators (KPI’s), High Revenue Services.
2. Invest in social media marketing
Social media marketing is one of the important marketing practices and it also helps to drive more traffic. Social media helps reach out to wider group of audience.
Make use of social media analytics to track your progress and to modify social media marketing campaigns.
Depending on which social media suits you, you can use them to your optimum capacity.
To let social media work in your favour you need to be consistent, creative, interactive with the content.
Here are few examples of social networking websites to engage in
Some social media tips for doctors
a. Publish regularly
b. Use right keywords
c. Useful information becomes shared information
d. Use proper images
e. Keep the posts short and crisp
3. Create SEO Strategy
SEO aims at driving more traffic to the website. In order to drive more traffic it is important to have a webpage and improve your online visibility.
Every location has to have an individual landing page as well as individual pages for each location.
Follow the below list to be included on the page
a. Google My Business Map
b. City name in the title tag and on the page multiple times.
c. Name, address, contact number, working hours
d. Service providers who see patients at that location.
4. Focusing on content marketing strategy
A well-written, well-structured blog will attract large organic traffic. Hitting the right words will attract the right audience.
5. Email Marketing
Email marketing is an another way of keeping in touch with the patients. Through email marketing you can reach out to your old or new patients if they at anytime showed interest in any of your treatments or procedures.
You can also opt for newsletters to keep your patients updated about new treatments or any new medical practices you have adopted.
6. Creating videos
Video content is also one of the powerful and engaging techniques to target potential clients. By using video content the doctors/physicians can promote practices and build trust with patients.
7. Creating patient reviews
Reviewing your services is one of the best techniques to review your performance. The google reviews act as a basis for the patients to form opinion about the services you provide.
Any digital strategy needs to be S.M.A.R.T. It’s a simple checklist to be considered to achieve your business goals.
Specific: Whether to increase sales or profitability is the question. You can increase your sales by using social media marketing strategy. You need to be specific about what you want to focus on to run the business.
Measurable: Your goals should be measurable. When the goals are quantifiable and comparable you can measure the performance/results. For eg: There has been a 10% growth in sales this year compared to last year. Such measurable results help to determine growth in the business. In this case it will be growth in the number of patients.
Achievable: Goals are achievable only when they are realistic. Measure your past and current performance and strategize accordingly. For eg: If the sales growth was 5% last year then you can plan to have at least 10% growth this year. Having an unrealistic goal of 20% increase in sales will definitely lead to failure.
Results-oriented: Monitoring the progress of your strategy by breaking down the goals will materialize your plans positively. Keeping a track of each progress will keep you organised and consistent.
Time-Bound: Make sure the goal is achieved in a given time-frame. This is one of the important aspects to be considered.
Some specific goals for a doctor might include
A. Attracting more patients
B. Running a campaign for patient retention
C. Managing cash flow
D. Improving online presence
E. Investing in staff training
F. Introducing a minimum of one service.
Ultimately, you can use any of the above strategies to plan your medical digital marketing strategy. This will help you drive more traffic resulting in the growth of number of new patients.
Do implement these strategies and see the difference it makes for your business.
To know more about digital marketing and related courses follow International Institute Of Digital Marketing™