Marketing Your Medical Practice
Written by: Ryan Flannagan

In the private practice medical industry, things tend to change slower than in other fields. Examples of this can be seen recently with the adaptation of the digital era. It is only in the past 5 or so years that the majority of medical practices have moved patient records and practice information online, as well as began communicating with patients through email as opposed to traditional mail. However, the largest development in the digital medical sphere is private practice websites. Today 55% of private practices have a website, which is still not a lot. Yet, when you compare the statistic that 75% of people have looked online for medical advice, you can see the giant opportunity for patient acquisition.

 

That’s where Nuanced Media, experts in digital marketing and website design, come into play for medical practice marketing. Having a great website and marketing it correctly helps your practices in ways that you can’t even imagine and it’s not as difficult as you think. Essentially, it comes down to three components: Having an appealing website, making it rank high in search results, and marketing it well. A combination of these three parts will significantly improve your patient acquisition and grow your practice substantially.

1. Your Website

With 75% of people searching online for medical information, your website becomes the face of your practice. Therefore, it is important to make sure that your website communicates your brand and interacts with your patients. There is nothing worse than a practice website that is outdated and does not provide visitors with important information. Having a visually appealing and helpful website is the easiest way to show a potential patient what your practice does before they even walk in the office.

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2. Ranking Your Website at a High Position

Obtaining a visually appealing website is simple, but ranking it at a high position in Google search is a little bit more difficult. The easiest way to do this is to have content in your website. Most medical websites, regardless if they are modern or not, include the bare minimum information such as staff bios, products and services, and contact information. This would be helpful if it were just current patients visiting your website, but this will not rank you anywhere in Google search results.

 

The way Google and other search engine algorithms work is that websites with a high domain authority get ranked higher in search results. To do this you need to fill your site with relevant content, things that other blogs and websites will want to link in their sites. The more links and helpful content you provide in your industry sphere, the more authoritative you become.

Therefore, medical practice marketing is all about content! We previously wrote an article about 10 Content Ideas for Your Medical Website. There are many quick and easy content ideas to do this, such as blog posts related to your field, YouTube videos, details about products and services, prevention tips, and so on. The more helpful content you add to your website, the more people will visit it, and the more patients you will obtain.

 

3. Marketing Your Website

The final component of medical practice marketing is actually marketing your website through digital means. This is the Nuanced Media expertise, because with information about who you want to target, we can find out exactly how to reach them for you. We do this in three ways; Facebook Advertising, Pay-Per-Click marketing, and Retargeting.

Facebook Advertising enables marketers to create an advertisement for your practice by targeting specific groups of people, such as “married females with children under ten years old,” or “athletes over 50.” The segmentation possibilities are endless on Facebook and allow us to show your ads on the news feeds of people that would actually be interested in your practice.

Pay-Per-Click marketing involves search engines such as Google and Bing. Pay-Per-Click is where we connect ads about your practice with potential keywords that your target market will be searching for. For example, if you are a chiropractor in Denver, we would target out keywords such as “Chiropractor Denver,” “Back Pain,” and other keywords carefully selected based on their search volume, cost, and target market. Therefore, when a potential patient searches for these terms, your advertisement will be shown above or next to the highest ranked websites. Pay-Per-Click has a large potential reach but tends to be a little bit more expensive than Facebook.

Finally, there is retargeting, which is one of our most effective tools. Statistics show that only 2% of people convert on their first visit to your website, therefore we use retargeting to grab the other 98%. Essentially, in layman’s terms, retargeting registers a visitor to your website who did not convert or navigated away from the page. Once that visitor has left your site, your ad will follow them around the other 95% of the internet with carefully targeted messaging on all types of sites, including social media.

With the combination of these three strategies, you are sure to have a website that will connect with potential patients, rank highly in search results, and grow your practice – all with measurable, trackable ROI.

 

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