On a morning just like any other, you walk into your practice and place your coat into your office. The air is thick with the aroma of your favorite gourmet coffee that began brewing as you entered the building – You sip the warm beverage and feel the life giving qualities rejuvenating your every cell. You glance at the day’s patient list. But, what’s this? It’s blank.
“What’s going on?” you ask yourself, flipping through the clipboard. But – you notice – you aren’t even in your practice anymore. You’re in the hallway at your old elementary school, but you aren’t wearing any pants!
Tired of waking up in a cold sweat from the same old recurring nightmares about not having new patients in your practice? It might be time to beef up your marketing strategy! As a clinician, you should be focusing on your quality of care, not the anxiety of conceiving a brand new marketing campaign. Perish your woes and worries! We’ve compiled a list of best practices for digitally marketing your small medical office
Okay, so I’m assuming that you and your business are currently in the 21st century and at least have the internet, as it is clearly the place to go to for the sweetest of low-hanging fruit. But, just saying, “start at the internet” is pretty vague, so let’s break it open a little bit.
- Social Media: “Go where the people are,” I think I heard Don Draper say once. They didn’t have the internet back in the 60’s, but if they did I’m sure Don would’ve been all over it. The people are definitely online: Facebook, Twitter, Pinterest, Tumblr, Instagram, etc. Combined, these websites are host to billions of people. Make a page and begin building your community!
- Pro-Tip: When engaging your followers, ask conversation-starting questions. For example, a fitness center might ask their community what their favorite summer sports are in order to be entered into a drawing to win private lessons for them and a friend who join the club! The questions should engage and inspire your fans and followers to refer business to you.
- Pro-Tip: Avoid a syndicated message across your various accounts – that is, try to stay away from copying and pasting the exact same content from Facebook to Twitter and beyond. You can use the same message, but change up your tone to reflect the network you are broadcasting over.
- 72% of all Internet users are active on social media.
- 47% of Americans admit that Facebook is their #1 influencer on purchases.
- 70% of marketers have found success on Facebook gaining new customers.
- 34% of marketers use Twitter to successfully generate leads.
- Have a Professional Website: A strong social media presence isn’t worth much without a website through which to funnel more concise, direct information to interested clients. It should look professional, and have a well-written blog that addresses questions and concerns involving your practice and the greater industry.
- Search Engine Optimization: Okay, so you have a great website and a killer social media presence and things are going great…but, you’ve started to plateau. How do you get the get best visibility out of your digital enterprise? Search Engine Optimization (SEO) is here to help! By designating certain keywords or tags to your website you can enhance the search engine traffic to your website and bring in some extra business!
- 93% of online experiences begin with a search engine.
- 75% of users never scroll past the first page of a search engine.
- Search is the #1 generator of traffic for a website.
- Paid Search: Closely related to Search Engine Optimization- paying a third party company like Adwords to promote your post in search engines, placing them above normal responses will garner your website more visibility!
- Adwords reach 80% of Internet users worldwide each month.
- Nearly 65% of clicks are generated through paid search ads.
- 85% average of loss on clicks when not running paid ad searches.
- Email Marketing: A bit more “old fashioned” than the other suggestions, but still a tried and true method. Scraping for emails is a bit of an effort, but ultimately still a great way to reach new business!
- 66% of consumers have made a purchase online as a result of an email.
- 70% of people admit to using a coupon from a marketing email.
- 4.3 billion email accounts are predicted to exist by 2016.
The Internet is a great resource and rapidly becoming the most important tool in managing the marketing plan of your practice yourself. Imagine you are eating with a friend, and you want to try something new. You take to the internet to see what’s around you- social media will help you build your brand, SEO will optimize your search results, paid searches will put your results at the top, and email marketing will remind them why they came to you in the first place and keep them coming back.
Author: Cory Clark