Medical marketing is a strategy that emphasizes new patient lead generation, patient retention, engagement, and recurring patient value for doctors. A 2013 Pew Research Center Report mentioned that “72% of internet users said they looked online for health information.” While traditional marketing focuses on revenue, a good online medical marketing strategy is rooted in building trust and lasting, long-term relationship with your patients. The benefits of building a solid medical marketing strategy include repeat patients, increased word-of-mouth, and established trust.
Although medical marketing differs from doctor to doctor, here are four strategies you should know about:
The Value in MEDICAL Marketing
1. Search Engine Optimization (SEO)
In 2013, Pew Research Center stated: “One in three of U.S. adults say that at one time or another they have gone online specifically to try to figure out what medical condition they or someone else might have.” 35% of U.S. adults are searching on Google, Bing, or Yahoo to find medical answers.
This is where having a high-quality, authoritative, trustworthy website comes into play.
These searchers will type in “primary care near me” or “sports medicine Tampa.” If you don’t have a high-quality, authoritative, trustworthy website, you won’t show up in the search engines.
2. Content and Patient Education
No matter how big of a budget you have, the elements of personalization and education will always be the foundation that an amazing medical marketing strategy is built on.
To get started, we recommend the following:
- Blogs. Write a blog that similar to Richard Reece’s blog to help personalize your brand and generate more patient leads.
- Social Media. In 2012, DC Interactive Group said: “41% of people would choose a healthcare provider based on their social media reputation.” Take a look at Carilion Clinic of Virginia’s Roanoke Valley who started the “Yes, Mamm” campaign for Twitter chats to increase traffic to their site.
- Referral. Create a referral program with other doctors in your community to help generate new patients. John Osborne of State of the Heart Cardiology got 90% of the physicians he works with to send their cardiac referrals to him.
- Email. According to the MedData Medical Technology Marketing Industry Trends Report, “62% of physicians and other healthcare providers prefer communication via email.” Here’s a great example of how Iron Mountain used landing pages and email marketing to get a 49% conversion rate.
- Video. Video is becoming the channel to talk to your patients. The Dana-Farber Cancer Institute built trust across multiple platforms through their inspiring videos on treating cancer.
3. Pay-Per-Click (PPC)
If you can get past the budget, PPC can truly be a useful channel for creating relationships with customers.
There are multiple approaches to PPC in medical marketing whether you’re using Google Adwords or Facebook ads, they all must reflect your practice’s values.
Creating mobile-friendly campaigns is no easy task, but successful mobile medical marketing strategies show that it’s worth the effort.
As with every aspect of building your strategy, creating a mobile campaign starts with understanding your patients and how they consume content.
A good example of this comes from Benco Dental improved customer satisfaction with dentists by using iPads and other mobile devices with its 450 sales representatives. They not only increased customer satisfaction but increased productivity by 15%.
I’d love to hear from you in the comments below if you know of any or if you feel that you are creating awesome medical marketing strategies, feel free to share below!