Caitlin is a born and raised FL girl. Her passion for creating digital marketing content shines brighter than the Florida sun. Known as THE grammar guru, she has a keen eye for catching the most minute mistakes when it comes to marketing copy. When she isn't knee deep in content, she's living her best life as a fur mom to her three dogs Yuki, Soba, and Kuma.
For marketing to be effective, it needs to be industry-specific and tailored to appeal to unique customer needs. Medical marketing is no different. In fact, it's even more nuanced because you aren't selling a product—you're essentially selling trust. Understanding the complex terrain of medical marketing is key. Here are a handful of effective, tried-and-true strategies.
Tend to Your Website
Your website is usually the first thing prospective new patients will see when researching clinics. The harsh truth is that if it fails to make a good impression, they'll bounce off the page as quickly as they came. A professionally designed website is clean, easy to navigate, and spotlights vital clinic information. It should also seamlessly translate to mobile.
Explore Patient Testimonials
When it comes to trusting a new medical provider, social proof is a powerful tool. In other words, patients want to feel reassured that their health care is in competent hands. This is where patient testimonials come in. Opting for video is the best way to connect with viewers on an emotional level. The idea is to feature brief, engaging stories that strike an inspirational tone.
Invest in High-Quality Blog Posts
If managed properly, your clinic's blog can become a go-to source for reputable medical information. Approach it like a well of relevant articles that cover all the topics that matter to your patient base. It's easy to neglect this medical marketing tool, but it's a great way to establish your clinic as a trusted authority.
Spruce Up Your Google My Business Listing
Are you giving your Google My Business listing the attention it deserves? In today's digital world, keeping it accurate and up-to-date is vital. When a prospective patient types something like, say, "pain management clinics near me" into Google, you want your clinic to rise to the top of the search results. This requires a little bit of effort, but it's well worth it.
Create a Goal-Driven Social Media Strategy
Every social media post should be connected to an overarching plan that serves a purpose. Sporadic posts won't get you far in connecting with patients and nurturing those relationships. Instead, the idea is to adopt a strategic plan of attack that promotes a two-way relationship. These platforms serve as a megaphone for you to highlight your clinic's unique offerings, while also engaging directly with patients. Use it wisely.
Think of the above tips as a starting point. Tracking the effectiveness of your marketing strategies—and measuring the return on your investment—is the other part of the equation. Rather focus on patient care than medical marketing? Ren Scott Creative offers a suite of services to take the task off your hands.