Doctor’s offices, dentists, hospitals, and even insurance companies have a lot to deal with at any point in time. There is a lot that goes into operating any type of healthcare organization or practice, and it is essential to be focused on putting patient care first. However, it is necessary to have a good marketing plan in place, too.
When it comes to healthcare marketing, there are some tips and options from Prager Creative. For more ideas, consider one of the tips on this list.
1. Check the Landing Pages
It is important to create quality landing pages for websites. These can be used for converting traffic from PPC campaigns or email newsletters that encourage users to make an appointment, learn about wellness services, or leave reviews. Make sure to be thorough when designing landing pages.
The first step is to ensure they are mobile-responsive. Have the landing pages been correctly formatted for mobile users? Is the text simple to read? Are the posted videos slowing down the loading times for the entire site? Can users submit forms via mobile, just like they would for desktop? Are there glitches throughout the site?
It is also necessary to ensure the landing pages align with other campaigns you use to send traffic to them. By doing this, it is possible to make the most of the landing pages for a website.
2. Optimize Sites and Campaigns for Various Languages
For practices that offer services to patients who speak different languages, be sure bilingual capabilities are featured in marketing materials. It is not enough just to post something like “Se habla Espanol” on an English ad campaign or site. Be sure there is a version for the website in each language, or translations for the core languages that services are offered in.
3. Build Trust with Content Marketing
For those in the healthcare sector, content marketing is extremely valuable. This is especially important in the era of “armchair doctors,” where people believe they can diagnose anything on Facebook or Reddit. There is too much misinformation in the healthcare realm. With content marketing, it is possible to build a relationship with patients and to demonstrate expertise while putting valuable and credible information into the world.
4. Put Doctors in the Spotlight
Healthcare marketing is tricky. Patents need to trust their doctors. They are going to discuss extremely personal issues with them, so knowing the doctor will treat them with respect is a must. By spotlighting doctors front and center on a website and in marketing campaigns, patients can get to know them, before meeting them. This creates a good foundation of trust.
5. Leverage Patient Testimonials and Reviews
Testimonials and reviews from real patients are effective tools. They can be used for building trust and growing a doctor’s patient list. Remember, choosing a doctor is a more involved process than choosing where to eat. New patients want to feel confident they are making a good decision and words from past patients can help with this.
6. Invest in Local Optimization
When creating PPC and local campaigns, be sure to target only local patients. For SEO services, this means optimizing for location-specific keywords and creating a Google My Business profile. This is essential for a local search, which is something many patients are going to use when searching for a doctor.
7. Build Rapport with Video
Video is an effective tool in healthcare marketing. While recording video may seem like a tedious process, it is something that can be quite beneficial for marketing campaigns. With a video, it is possible to tell more powerful and compelling stories and share valuable information quickly in an easy-to-consume and condensed manner.
Along with using video on websites, it can also be posted to social media sites. Even a short, 30- to 45-second video can help a healthcare provider stay connected to their target audience.
8. Figure Out the Unique Selling Proposition
What is unique about the healthcare practice? Called the unique selling proposition, this is something that needs to be determined at the beginning of a marketing plan. Once it is known, make sure to feature it in all marketing materials.
With the USP known, it will help a doctor find the patients they want to serve and helps to set the healthcare practice apart from the competition. It also helps to put a person a step ahead of everyone else. While developing the USP can be difficult, it is important to do so. It is crucial for any successful marketing plan.
9. Stay Responsive and Active on Social Media
Social media marketing is becoming one of the primary touchpoints between patients and any healthcare facility. People will follow a doctor’s office on Facebook to remain updated and see if any helpful information has been shared that will benefit them. This includes healthy living tips, reminders of when flu shots will be given, explainer posts about preemptive screenings, and more.
Social media is also a smart way to build relationships with patients and keep working on that rapport more and more. Post pictures of the front desk staff or a pediatric doctor dressed up for Halloween. This will help a person showcase the true personality of the staff and doctors and win more patients over. Making patients feel relaxed and comfortable is an essential part of healthcare, and with social media, a person is taking a step in the right direction.
What to Know About Healthcare Marketing?
When it comes to healthcare marketing, there is a lot of information out there. However, developing a quality marketing plan can be challenging. It is essential to take the steps found here to ensure that the right plan is developed and it will meet the healthcare organization’s needs now and in the future.
Remember, healthcare marketing can be tricky. However, if an office needs help, there are professional service providers out there who can ensure a quality marketing plan is developed and executed for the medical practice.