|By Farzin Andrew Espahani | Solution21 | VP of Growth and Marketing|
In order for a medical practice to be extremely successful with today’s technology, it is essential that they implement quality marketing techniques—especially those that help the business connect with patients directly. Developing a plan for effective online advertising is key. Here are some tips from the professionals in regards to making your online advertising efforts count!
- Find a quality digital firm.
First and foremost, it is crucial that a medical practice work with the best in the business. This digital firm chosen to build your online advertising strategy will play an important role in developing your online presence. Due diligence is important to ensure the most skilled professionals are working on your side to build your online empire. Research thoroughly on the digital firm you choose.
- Focus on content optimization.
Content optimization is what online viewers and readers will use to determine the competency of a medical practice. This information should be pristine and on point for it to be effective. Web articles should be laid out in a way that readers can access the information they need immediately. This means breaking up headings with subheadings, having a bold “call to action,” and using bulleted lists for easier and faster comprehension.
- Build effective social media optimization (SMO).
Social media optimization is becoming more important than ever. Having an effective SMO campaign allows you to connect with prospective clients in the markets they use most, including Facebook, LinkedIn, Twitter, and even Pinterest. Research these social media channels to target which is more commonly used by patients and focus your energies in that specific market.
- Seek search engine optimization (SEO) services.
Building an online presence requires your web content to fit SEO standards to a T to ensure potential patients can find your website and access your contact information. An SEO firm will often focus on optimizing through link building, keyword analysis, and target market research. Solution21 is one of many search engine optimization companies that provide specific, customized services for both dentists and doctors.
- Don’t forget about e-newsletters.
E-newsletters are a great way to regularly interface with patients who have visited your practice in the past or those who have signed up for newsletters to stay abreast of what your practice has to offer. This is a great way to expand your client base, build your brand recognition, and update patients on new services within your practice for conversion.
- Web design techniques are critical.
A medical practice, with the use of the internet, has access to potential patients all across the globe. With more individuals using electronic devices to connect to the internet, it is important to change website content and design to work across all relevant platforms.
- Brand ambassadors.
Medical professionals serious about getting their brand recognized will want to consider building their brand ambassadors. A brand ambassador is a current patient who can help in advertising your practice. This may be as simple as adding a “share” button on your website for social media networks or asking for reviews to post on the website or social media sites.
- Make your blog work for you.
Blogging continues to provide medical professionals with a platform to connect with their current and future patients. This online medium is sometimes overlooked and overshadowed with to-the-minute social media efforts. However, posting a regular blog engages your audience and helps build your brand. Some medical practices also find it helpful to run a contest for a free service or product on their blog to build interest.
- Continual learning is a must.
Online marketing is an industry that changes almost daily. It is essential for business owners and medical professionals to stay informed with new trends and techniques to make marketing dollars work for them! Consider regularly checking in with search engine optimization websites and blogs to keep abreast of changes to online marketing strategies.
If you are ready to seriously boost your brand name and build your client base, it is important to take into consideration the tips above to see results!