Fundamentals of a Surefire Medical Marketing Strategy
Your practice is your livelihood—how you provide for your family.
On a personal level, it’s also quite likely a source of pride for you. And you know what? It absolutely should be. After all, you worked really hard to get where you are.
Given the importance of your practice, it’s only natural that you want it to thrive.
Growth or Decline—You Have to Choose One or the Other for Your Practice
Sure, perhaps your goal isn’t to be the biggest out there—or maybe it is, and that’s 100% okay—but here’s the fact of the matter:
Everything in this world is either in a state of growth or decline. Nothing stays completely static.
Now, it’s generally best to avoid absolutes, but there are occasions when they’re appropriate.
This is one of those occasions.
Since your practice falls under the umbrella of “everything in this world,” it’s important for you take measures to ensure it isn’t on the way down.
Heck, you probably already do some of the things you need to for practice success, like hire the most-qualified candidates and use state-of-the-art equipment.
But we want to let you in on a little secret:
You can do more.
How do we know this?
Because—brace yourself for another “absolute”—there is always room for improvement.
And one area your practice can stand to improve upon is in its marketing efforts.
Better Medical Practice Marketing Starts Here
Given that it’s 2018, the basis for your marketing actually starts with your website and digital efforts.
In part, we can attribute that to the fact your website is the virtual “face” of your practice. And it’s where you establish your branding.
Yes, you read that correctly: “your branding.”
Don’t worry. You aren’t alone if that gave you pause. Many doctors think branding is something that only applies to companies that produce goods like electronic products, soft drinks, and clothing.
But here’s the deal:
Everyone is branding all the time.
See, branding is simply a matter of creating a statement, even if unspoken, about who you (and your business—or practice, in your case) are via words and actions.
Whether you’re aware of it or not, your practice has a brand. And if you weren’t aware, that means you aren’t in control of your brand.
That’s a problem.
Fortunately, it’s one we’ve been able to help many doctors solve, and we know you can do the same.
As we said just a little while ago, your marketing begins with your website. One key reason for this is because your site is where you take the reins on branding.
With that in mind, your site needs to both A) look awesome and B) function well.
On the appearances front, design elements like color and font need to be consistent (and colors definitely need to be the same as ones in your logo!).
Regarding function, your website should be designed with the end user in mind.
Like we said, it’s 2018, and no one has time to waste. As such, a user should be able to visit any page of your site and quickly identify what is going on and what he or she can do/learn there.
You need the best of form and function if you want to compete nowadays.
Understanding Form and Function
So what goes into making a website visually appealing and user-friendly?
In the context of marketing your practice using the latest in digital technology, it still comes down to words and pictures.
(Okay, that’s a bit of an oversimplification.)
Let’s start with the “function” aspect – and, more specifically, with content on your site.
Information has a tremendous amount of value. This is true in a wide range of contexts, but especially when we talk about health matters.
Providing useful information to someone else is a form of social currency. That’s worth knowing, because one way humans influence actions is by giving. When someone gives to us, we have a natural inclination to give back—including by giving our business.
Further, studies show that people who are exposed to interesting and useful information are more likely to take action—such as contacting your office for an appointment.
With regard to your site, there are, naturally, going to be words on every page.
The vast majority, though, will likely be found on your blog.
Blog posts provide useful and/or interesting content. When done well, they can keep visitors on your site for longer periods of time. One of the most important current search engine ranking factors is “time spent on page.”
A well-written, interesting, and unique blog post keeps the reader’s interest on site, thereby contributing to improved overall website performance.
More than just captivating words, your site also needs expert visual elements.
Striking graphics and professional-caliber videos make favorable impressions on potential patients—and convert them to present patients!
Your Website is Alpha, Not Omega
Your website is the foundation for your marketing efforts, but it’s not the end.
You need to connect with patients and foster relationships. Doing so means they come back to you for future medical services. On top of that, they are also more likely to tell others why they need to see you for the expert treatment you provide.
Email marketing—and especially when you use periodic newsletters—is one way to make this connection.
Email campaigns are used in a variety of industries, but are particularly beneficial for doctors and medical practices.
New patient campaigns, for example, help patients better understand the services you provide, while at the same time making them feel welcome.
Newsletters are another outstanding marketing tool for medical practices. As noted, health information is especially valuable. More than that, sharing information or news about your office keeps patients interested in engaged.
In your newsletter, you can discuss medical conditions—symptoms, causes, treatment—and provide tips to prevent problems from developing in the first place.
Even better is to feature recipes or local activities. So share your low-sugar fruit smoothie recipe or promote the upcoming local Jingle Bell or Fourth of July 5k runs.
Social media is yet another way to connect with and engage patients future and present.
At this time, you simply must have social media accounts for your practice. When you do, it’s imperative to be interesting and provide value. In doing so, your reach will grow and enable you to connect with new audiences and markets.
Make Sure Your Practice is Growing—Contact Us Today!
So is your practice growing and headed in the right direction? If you can’t say “yes” with 100 percent certainty, the answer is probably no.
Your website and digital marketing can be a powerful force, but—as with medical services—it’s best handled by professionals.
Our VMD Services team creates effective strategies so our clients see practice growth. We accomplish this by providing comprehensive marketing services that work in conjunction with each other to drive results.
It’s time to take that step forward and invest in yourself—and your future success.
Let’s make it happen. Today.