Are you having trouble attracting new patients to your medical practice? Is the Gold Package advertisement you placed in the printed Yellow Pages costing you an arm and a leg? There is a more cost effective way to reach your target audience. Welcome to the world of digital marketing.
Patients will often research doctors online before deciding who to consult in the same way they might browse the net for a new television before going in to a store. It therefore becomes essential that you have a strong online presence.
The three simplest ways to achieve a professional online identity for your medical practice are:
1. A search engine optimised website:
Gone are the days where having your name and credentials listed in directories will suffice. People expect information at their fingertips, especially now that mobile internet devices are so prevalent. If you are only offering up a couple of lines of text and your contact information, yet your competitors have a professional website with images and quality content, you are falling behind. A great quality website build trust with prospective patients and gives them a feel for your medical practice and your values.
Now, a beautiful looking website is all well and good, but it’s about as useful as a chocolate teapot if no one ever sees it. If you are an obstetrician servicing the Illawarra, you want your website to come up when someone types “obstetrician Illawarra” in to a search engine. Search engine optimisation (SEO) is a worthwhile investment and while the results aren’t instant, they are powerful when done properly, so it is best to consult a reputable SEO service to learn more.
2. Social Media Marketing:
As social media platforms increase in popularity, they do in power. A bad review on social media can go viral and decimate a medical practitioner’s reputation. The flip side is that a professional, interactive, and friendly social media presence is a fantastic way to build a relationship with your patients and get your brand or name recognised in the community. Different platforms are more appropriate for different demographics, so it’s important to identify who your target audience is and tailor your social media presence accordingly.
3. Paid Online Advertising:
If you want instant results, or a strong branding campaign if you are launching a new medical practice, a paid advertising campaign online can be very effective. Online advertising generally gets split in to two categories – Pay Per Click (PPC) or Cost Per Mille (CPM).
PPC marketing is basically paying a set amount every time someone “clicks” on your ad. You only pay for clicks, which means you aren’t wasting money on people who aren’t interested in your services, so it is very easy to control your spending.
CPM marketing means you pay for every thousand “views” your ad receives, that is every thousand times it is served up in front of someone on their screen. CPM advertising is great for branding and can be very cost effective if done correctly and targeted well. It can also chew through your budget in no time when done poorly, so it is worth getting professional advice to maximise your return on investment.
Advertising can be extremely targeted to the audience so you only pay for your ad to appear in front of the group you are aiming for, rather than serving it up to everyone like television or radio advertising.
If you don’t have a strong online presence, it’s time to do something about it. Act now or risk being left behind. If you would like to discuss how to get more patients to your medical practice, please contact me at Top Gong Digital Marketing.