One of the biggest challenges faced by Laboratory owners, medical laboratory scientists, and managers today in the medical laboratory industry is evolving from traditional marketing strategies to implementing digital marketing for their Laboratories.
Consider this post as your ultimate guide that will expedite your lead generation process and help increase awareness of your laboratory across all digital marketing platforms.
Know your clients
The first step is to know who your clients are, do your research, find out where they live, what devices they use, what careers they have.
Get to know if you are dealing with medical doctors more often or medical research companies, or whether your services are directed towards patients of different ages and sex.
Gather as much information as you can from your clients, including asking them how they learned about your laboratory services. With that information, you will know how to market your laboratory services and you will have a clear picture of what your targeted audience looks like.
The next step in this guide is to invest in branding. Set up a logo for your medical laboratory that sets it apart from the rest.
A brand that will capture clients and which they can resonate with will be in itself a digital marketing strategy for your medical laboratory.
Ensure to use this brand on all the laboratory’s digital marketing platforms and also on your requisition forms just to get your clients acquainted with it.
Search Engine Optimization
After getting as much information as possible from your clients, the next step is to ensure excellent website functionality.
Setting up a strong website with a strong social media presence, Investing in SEO digital marketing strategies, web designing and development will set you on a higher bar on a google search while promoting your medical laboratory.
The website should include useful information that clients are looking for about your lab it should also be user-friendly and easy to navigate so the client can stay on and look through your services until they are pressed to make an appointment.
Search Engine Marketing
Search Engine Marketing is another way to drive leads to your website. You will get to market your laboratory services using paid media also known as pay per click.
This type of digital marketing helps increase the visibility of your website. You get to use the same keywords that your potential clients are using to search for your services.
Search engine marketing is so powerful because if done right, your advertisements will appear in front of potential clients at the time they need your Medical laboratory services.
This is one of the best digital marketing strategies for your laboratory and it can also be measured to know which ads are working and which ads are not working so you can budget your advertisement costs well. It will also help you create a lead generation landing page for your website.
Email marketing is one of the best digital marketing strategies in this ultimate guide. It will will increase awareness for your lab through constant customer engagement and will make your clients feel needed and heard.
To get started with this strategy, you will need to design your website in such a way that when a client visits it, the first thing they do is sign up and provide their email address. You can then start sending them newsletters and updates about tests, services, and discounts you have added to your laboratory services requisition form. This can be done through different automation tools like mail chimp.
This technique can also be used to target new clients who visit your website through what is called cold email marketing and getting them to know about the services you offer.
The last strategy to use is getting bloggers to do affiliate marketing for your lab. They will digital market your services in their blog, provide backlinks to your website, and get a commission whenever a client gets your services after clicking through their blog to your website.
This is another effective way to increase brand awareness for your laboratory because most of these bloggers already have a fan base of their own who could be in need of your services.
Setting up a solid digital marketing plan for your laboratory comes with some challenges but with a few tips and tricks, it is possible to achieve.
Always try to keep up with current digital marketing trends that will help you navigate your way to the top because digital marketing keeps changing. It is efficient, fast and it is an excellent way to get potential clients to know about your services.
Contact us to learn more about digital marketing strategies for your medical laboratory at the International Institute Of Digital Marketing™.
About the Author
Rebecca Nkabirwa is a Medical Laboratory Scientist who found an interest in Digital Marketing. Currently, she is also a Digital Marketing Analyst at the International Institute Of Digital Marketing™