Digital Marketing for Dermatologists
Keys to Success
The Internet is a virtual world where dermatologists compete against each other to acquire leads and attract new patients. Just like the field of dermatology and cosmetic surgery, standard practices in online marketing are constantly changing and evolving, making it difficult to stay ahead of the curve. You know you need to be reaching out to you online market, but perhaps you have no idea where to begin. In this post, we’ll address some of the foundation components for marketing a cosmetic surgery practice specially a dermatology practice online and what you can do to set your office up for success.
Understand the Importance of SEO
You cannot accomplish much online until you understand the importance of search engine optimization (SEO). To be successful in generating new leads for your practice, your practice should appear on the first page of Google search results – preferably at the top or as close to the top as possible. This does not happen by chance. Instead, you need a well-formulated SEO strategy that will pull your practice website and local listing out of the weeds and into the spotlight. Without it, you could land on the second, third, or a subsequent page. Considering most search engine users never make it past the first page of search results, it’s easy to see how a poor SEO strategy could extinguish a majority of what otherwise could be completely free web traffic.
Developing a dermatology SEO strategy requires much time, attention, and expertise. As a medical practitioner, you face high demands for each of those resources, which is why most successful dermatology online marketing campaigns are administered by digital marketing professionals like the team here at Solution21. We understand search engine marketing and are constantly changing and adapting our methods to keep up with the latest industry standards.
Our SEO efforts include optimizing your web design and populating it with relevant content that is optimized for search engine visibility, from the headings and titles to the small print. We also know how to target popular keywords – specifically the ones that your targeted demographic may be using to find local dermatology practices in your area.
Pay for Visibility
Pay-per-click advertising (PPC) such as medical AdWords is the fastest way to create instant visibility online, but it can be a slippery slope without the help of an experienced professional. In the right hands, a well-administered PPC campaign can produce high-quality leads and increase the return your practice sees on your marketing investment. Without professional experience, however, it is easy to spend a lot of money on PPC advertising without generating the results you may be hoping for.
The key is knowing which keywords to bid on and which ones to avoid altogether. Here at Solution21, we hone in on popular keywords that drive local traffic to your office. Why pay for visibility outside your market when your money is better spent on the local Internet traffic that is more likely to become actual patients? We help you bid on keywords that are relevant to the services you provide and avoid broad advertising campaigns altogether.
Speak the Language of Your Audience
Finally, it is important that you are speaking the language of your audience and know what potential patients are looking for in a new provider. As a dermatologist, people come to you for many different reasons, from check-ups and exams to mole removal and even treatment for malignancies. It is important that you speak to each of those audiences directly, perhaps even running multiple campaigns designed to meet the needs of a wide range of Internet users.
For example, you may choose to offer a special deal or offer for first-time visitors who find your office via digital marketing. That may include a low-cost initial exam or perhaps 20 percent off a specific product or cosmetic service. Not only does this help convert leads to actual patients, but it can also help you determine which offers are driving the most traffic to your office. Depending on the size and scope of your office, you may choose to offer special deals to existing patients through an email campaign or perhaps to new patients on your medical website, PPC, or social media.
Speaking of social media, that, too, is an important part of digital marketing for dermatologists. Conversations are constant on social media – and some of them are probably about your practice. Taking control of your social media accounts or social media management allows you to engage the conversation and navigate it in a direction that casts your practice in a positive light. We recommend frequent posting about topics that are relevant to your audience, and perhaps even using the platform to answer questions and reply to comments.
For help improving your practice SEO, PPC, and social media efforts, contact the medical search engine marketing team here at Solution21 today. We can help you improve your online visibility and increase quality traffic to your site and into your office.