Medical Marketing Services

SEO For Medical Practices 2022 | How Clinics Gets Found On Google

Table Of Contents

Introduction

The growth in the essence of technology has made it critical that every business adopt the necessary changes to survive the market. SEO of medical practice has become an essential marketing approach to improve the visibility of medical websites. Patients use search engines to look for available clinics in their locality. Therefore, those at the top of search engine ranking are most likely to be considered. Naturally, most internet users believe that the best websites appear on the first page of the Google search results page. The more sophisticated clients also consider the nature of the web pages when selecting which clinic to attend. High-quality content is an indication of professionalism, which improves the patient’s confidence of the patient in the services of the clinic. Medical facilities invest in online marketing and search engine optimization to enhance their presence in the market.

What is SEO in medical marketing?

SEO is a commonly used term, which refers to search engine optimization. Google search engine ranks various websites based on multiple ranking factors such as content, depth of the content offered, keywords, and click-through rates. SEO has become the most effective way of improving the visibility of a website. SEO is the art of improving the ranking of a website in search engines such as Google. Since people mainly depend on the search function to find the content they need, having a higher ranking would improve website traffic. SEO for medical practices improves the visibility of websites promoting medical services. The activity involves optimizing content and keywords to appear at the top of the search engine results list. This approach improves website traffic It results in attracting potential patients. In SEO for medical practices, search engine optimization is one of the most research for medical practices.

Top 5 benefits of good SEO

  • Increase website traffic for your medical website & sales as a result.
  • Get found on Google’s 1st page for key searches related to your services.
  • Acquire new patients organically without having to pay for Ads to be found.
  • Positions the practice as an industry leader and promotes your brand with authority.
  • Quality content-marketing can positively impact the lives of your patients.


Why is SEO important for medical practices?

Similar to other industries, healthcare SEO is vital for improving a business. SEO ranking plays a crucial role in influencing an essential part in the brand reputation of a medical service provider. The higher an organization or an individual ranks, the more reputable they tend to appear to potential patients. Therefore, medical marketing is comparable to other forms of digital marketing strategies. In addition, SEO improves the traffic to a medical practice website, which improves its online presence. The internet has become a crucial marketplace for products and services, enabling professionals to reach a vast target audience. The increased coverage resulting from improved search rankings could contribute to a growth in potential patients. The SEO efforts of a company or an individual are critical in developing their business. Healthcare providers are encouraged to hire medical SEO specialists to improve the quality of their websites and medical SEO. Search engine optimization is also vital in communicating authority in a particular medical field. Medical SEO for doctors would help promote personal websites for a Specialist in a specific field. In some cases, patients search for a medical professional that possesses a particular set of skills to assist in health issues that require special attention. Most people are likely to consider doctors appearing on the first page of Google’s search results.

How can doctors and clinics improve their Local SEO (Search Engine Optimization)?

Locational search queries are common in medical practice. Most people would want to visit a doctor or a clinic close to their location for convenience. In that case, their search queries tend to include the locale in which they would want the medical practice located. When such information is entered into search engines, the keyword density for the various medical websites is assessed, and the best results are generated. Local SEO rankings would determine the number of local patients that a clinic or doctor receives. Therefore, a medical practice must consult a medical SEO expert to assist in improving the quality of the content contained on its website. Medical search engine optimization is necessary for this situation to help achieve high SEO rankings. Most importantly, the quality of the website and content would also help a local clinic or doctor gain more patients. Therefore, the following approaches need to be employed.

Improve the navigation of your website

An SEO specialist should help the local healthcare business improve the quality of websites to attract more traffic. Site visitors should be able to maneuver around the content provided without getting confused. In addition, the most important features should be located on the prominent parts of the website. The use of infographics and other visual additions would make the site more functional. The website speed would also improve the experience of the users.

Make it simple for patients to book an appointment

The main goal of a medical website is to attract patients and simply the activity of booking appointments. Therefore, a potential patient should schedule their visit to the medical facility. The booking function and the procedure would significantly influence the website’s utility.

Online reviews help Google suggest your business in Google Search.

Medical practices should offer quality services and encourage patients to give them a positive online review. This approach is an organic SEO. Search algorithms are designed to consider many factors when providing local search results. Therefore, positive online reviews would be effective SEO strategies for improving a business’s search engine rankings.

Make sure your Google My Business Listing is optimized

Make sure your Google My Business Listing is optimized. Another SEO for medical practices approach involves optimization of the business listings. The tool offers one of the most effective SEO strategy since it allows people who conduct internet searches for a particular service to locate a business and its websites. A medical website SEO expert can help local business improve their ranking with the Google My Business tool.

Use Social Media to improve your appearance in Google Search

Social media platforms are an important online marketing tool that can be used to improve local SEO. Since most platforms allow the sharing of website links, the digital marketing tool would help increase traffic on its website pages. Healthcare marketers should recommend this approach to local clinics and doctors.

Add your medical practice to local directories & find ways to partner with other websites for backlinks.

Local clinics and doctors should add their information to local directories and partner with other local content sites to help direct traffic to their websites. These arrangements would also improve the number of searches done regarding the medical practices, which would improve their ranking.

Be conscious of keywords & how people “Search On Google” – Time to do your research.

Keywords play a vital role in search engine marketing. The search engine is designed to match the content with the most relevant keywords to those a client searches for. The use of relevant keywords in a website makes it likely to appear on the first page whenever a search is done. 

Start blogging & build out your content marketing strategy for search engines.

Creating content is an underrated marketing approach. The material offered on a website may attract new patients to a site. The approach can be used as an SEO strategy since it also allows the inclusion of long-tail keywords and targeted keywords. Medical websites should offer services and information, making them appear more functional. Therefore, local clinics and doctors should engage in blogging. Turnkey Mate can help with that!



Digital Marketing For Doctors | How To Grow Your Medical Practice?

Table Of Contents

Introduction

It won’t be an overstatement to say we’re living in the age of information. The sheer number of sources and channels of communication available to today’s consumers is mind-boggling. This information overload brings it with newer, digital challenges of reaching your target audience.

For doctors, this inevitably translates to mastering the art of digital marketing — to not only ensure they don’t miss out on a highly lucrative marketing channel but also to proactively grow their medical practice.

Relying solely on traditional media like TV, print, and radio is simply not sustainable in today’s healthcare market, especially when your competitors are actively putting themselves out there using every strategy possible. This is not to say traditional media is a thing of the past; far from it.

What is Digital Marketing for Doctors

When it comes to marketing healthcare practices, simply following industry-standard practices may not be the best choice. Medical marketing differs from, say, retail marketing or financial marketing as it deals with sensitive patient data and moreover, aims to capture mindshare around personal health, which patients regard as an expertise-driven business.

Medical marketing is a blanket term for all digital marketing activities undertaken by a healthcare practice to reach new patients and retain existing patients through a combination of communication and branding strategies.

A medical marketing strategy is an indispensable tool for any medical practice aiming to grow itself. Through a combination of inbound and outbound marketing, and leveraging both traditional and modern techniques, medical practices can chalk out a digital marketing strategy that’s unique to their practice.

Why Do Doctors Need Digital Marketing?

As a physician, you might be forgiven to assume that physician referrals and word-of-mouth is enough to generate new leads for your practice. But, as the data stands today, these strategies need to be supplemented with modern digital outreach strategies.

According to a 2020 survey of over 270 healthcare organizations, more than 90% use a variety of digital marketing techniques. And over 65% of them have a CRM system in place. Healthcare marketers are increasingly showing confidence in their website, social media, and SEO efforts. They’re also leveraging Facebook and Google advertising to increase awareness for their medical practices.

77% of online health searches start from search engines. People are dependent on Google search results for discovering doctors in their vicinity.

Hence, it’s only obvious that you need to meet your potential patients where they are. From website optimization and search engine optimization to a social media strategy and a content marketing plan, digital marketing for doctors needs a comprehensive approach.

A full-service medical marketing agency like Turnkey Mate can help you craft a robust digital marketing strategy perfectly suited for your healthcare practice.

Benefits of Digital Marketing for Your Medical Practice

It sounds well and good that digital marketing is essential. But what are the concrete benefits that can be derived from digital marketing for doctors? Read on:

  1. Target the right audience at the right place: What digital marketing does better than any other type of marketing is customization. With the help of platforms like Google and Facebook, you can tailor your campaigns to granular customer segments and skyrocket your marketing ROI
  2. Improve brand awareness: As a medical practice, your brand is your most important asset. By establishing yourself as an authority in your field and strengthening your online presence, you can organically grow your brand and translate that into leads and sales.
  3. Enhance patient loyalty and retention: Not only do you need to acquire more patients but you also need to retain your existing ones. No matter how impressive your care delivery is, if you’re not leveraging CRM and other online tools to enhance patient experience for your existing patients, they are sure to leave.
  4. Skyrocket your conversion rates: Digital marketing provides a cost-effective way to boost your conversion rates, decreasing your patient acquisition costs. Owing to the highly powerful customization tools at your disposal, you’re no longer wasting precious resources advertising to irrelevant leads.
  5. Measure your ROI: With access to advanced analytics tools and native CRM features, you always have a handle on how effective your marketing campaigns are. You can easily double down on what’s working and rectify what isn’t.

10 Effective Digital Marketing Strategies For Your Practice

The importance of a digital marketing strategy cannot be overstated but how exactly should you go about making one? With literally dozens of strategies available to you and the information overload rearing its head yet again, how do you decide what to choose for your unique medical practice?

We’ve put together a list of 10 simple but effective strategies you can start using today to build the foundation of your medical marketing strategy. And as always, you can reach out to a medical marketing agency to offload the heavy lifting.

1. Utilize Local SEO – The Heart of Digital Marketing

Local SEO refers to optimizing your online presence with the specific aim of ranking high for local search queries i.e. people near your practice looking for doctors online.

Get this — Google searches containing the keywords ‘near me’ or ‘close by’ grew by more than 900% over the past two years. This, more than anything else, shows the tremendous potential of local SEO for growing your business online.

Your medical practice should have a Google My Business (GMB) page showing complete information about the specialties you have and your address & contact information. Plus, your website should have individual landing pages for every specialty you have and every location you’re present at.

2. Optimize your Website Content – Make It Relevant

Your practice website is your number one salesperson, working 24×7 as a spokesperson for your business. You need to ensure that not only does it load fast, it’s also optimized for mobile devices, considering around half of the global web traffic comes from mobile phones.

Your website also needs to provide useful information to patients in an easily navigable manner and should provide an enriching experience to them. Make sure you have content on your website that’s relevant to what your target audience is searching for.

3. Invest in a Social Media Marketing Strategy

People spend, on average, around 2 hours 25 minutes daily on social media apps like Facebook, Instagram, and Twitter. This presents to you a highly targeted opportunity to market your medical practice yourself to your desired demographic.

Have a look at the graphic below from The Infinite Dial 2021 report:

Based on such analyses, you can easily choose the social platform best suited for your practice and publish relevant, consistent content to generate genuine engagement from potential patients.

4. Use Online Advertising to Generate Leads

Digital advertising represents a powerful tool to reach highly targeted audiences, owing to platforms like Google and Facebook, among others. In fact, advertising on Google and Facebook is the preferred choice by healthcare marketers by far, with 80% and 90% of surveyed practices using the tool respectively.

Using parameters like age, geography, and interests, you can create highly customized ad campaigns and also track their performance using powerful analytics tools provided by Google and Facebook.

Digital advertising also provides a significant advantage over TV and print advertising as you can create interactive forms where users can provide their contact information.

5. Cultivate Patient Reviews – Social Proof Matters

A 2020 report showed that 91% of people trust online reviews as much as personal recommendations. Patient reviews on your GMB page can make or break the online reputation of your practice. Potential patients will rarely choose a provider with low review scores.

Hence, it’s essential to cultivate reviews by encouraging your existing patients to leave their genuine comments on your business page. You should also make it a point to reply to their reviews, especially if someone faced a problem.

Automating this exercise using CRM software can greatly enhance the number of reviews you get from patients.

6. Build an Active Content Marketing Plan

Content marketing is at the core of establishing yourself as an authority in your field. If patients regard your physicians and your practice as experts in your particular specialty, they will not only choose you over the competition but spread positive word-of-mouth as well.

Publishing opinions on relevant industry trends can skyrocket the reputation of both your physicians and your medical practice. This can be done on your website, on your physicians’ LinkedIn profiles, or their Facebook pages.

YouTube also presents a unique and interactive thought leadership opportunity for your physicians. Let’s discuss it in-depth in the next section.

7. Use YouTube Marketing for Thought Leadership

Video content is the fastest-growing medium in today’s hyper-interactive internet. Users actually reported they’re 4 times more likely to use YouTube than other platforms to find information about a brand, product, or service. YouTube is famously the world’s second-largest search engine behind Google.

You can leverage this trend to build your YouTube presence by answering patient queries with highly engaging and informative videos. You can also document successful patient treatment journeys with their consent.

Lastly, you can feature your physicians in explainer videos to increase engagement and physician recalls.

8. Use Organic Backlinks to Increase Your Website Authority

When your target audience notices friends and family using a particular brand or vouching for a service provider, it saves them the work of researching for one themselves.

High-authority backlinks can increase your website DA (domain authority) and bump up your SEO ranking. You should generate backlinks from relevant websites that have a high DA themselves.

These can be prominent medical blogs, your practice’s Facebook, Twitter, and LinkedIn profiles, and relevant medical directories.

You can automatically earn relevant backlinks from other websites if you publish genuinely useful and quality content on your website.

9. Refresh Your Business & Practitioner Listings

Your GMB page is not the only calling card you have online. Platforms like Facebook, Yelp, and many other websites host business information for millions of service providers.

Ensuring that your listings across the web are uniform and up-to-date will benefit your SEO ranking and prompt Google to recommend your practice over the competition.

You should also focus on updating the individual physician listings for your doctors on Google and their Facebook page. Often physician listings are outdated due to their frequent movement between practices.

10. Use CRM to Track Your Marketing Analytics

Measuring the performance of your marketing campaigns is paramount so you can do more of the stuff that works well and re-think that which doesn’t.

Using a reputed CRM software can provide you with real-time dashboards to track your marketing funnel and ad campaigns so you can make data-driven decisions. Google Data Studio is another powerful tool to create visual dashboards. And, it’s free.

Is Digital Marketing for Doctors Enough?

Digital Marketing is undoubtedly a gamechanger for doctors and medical practices looking to supercharge their growth. But it is not the holy grail of marketing.

Medical practices also need to experiment with traditional media like TV, print, and radio and see what works for them. Investing in a physician referral program with a dedicated team should also be part of the overall marketing strategy.

With a combination of digital marketing and traditional marketing, medical practices can unlock scalable growth and deliver better patient outcomes.

Medical Marketing Services | Strategic Plans, Tricks, and Tips

Table Of Contents

Introduction

Marketing in the healthcare space has radically transformed over the years, especially with the penetration of social media and the omnipresence of search engines. Ever-changing patient trends and the indispensability of customer experience have contributed their share in making medical marketing what it is today.

The modern patient is no longer looking only for a satisfactory care delivery experience. The needle has moved towards delighting today’s tech-savvy and uber-demanding patients through 360º patient-centric strategies.

This paradigm shift in the way medical practices operate in the highly competitive healthcare market demands the creation of a well-thought-out medical marketing strategy.

What is Medical Marketing?

Medical marketing or healthcare marketing refers to the outreach activities performed by a medical practice to reach new patients and retain existing patients through a combination of communication and branding. These activities can encompass a variety of outbound and inbound marketing techniques to build your healthcare practice brand.

In today’s healthcare market, this translates to a careful investment in a select few tools, both traditional and contemporary, stemming from an overall brand marketing strategy. This medical marketing strategy will provide a roadmap for all marketing efforts and the metrics used to measure their effectiveness.

Significance of Medical Marketing Services For Medical Practices

The adage ‘If you build it, they will come no longer holds true for a healthcare practice. Your business, no matter how much value it provides to its customers, needs to put itself out there and build awareness for its services.

Hence, the importance of a robust healthcare marketing strategy becomes paramount. You need to put together a data-driven multi-pronged content marketing and brand optimization approach in order to compete.

From a professional website and search engine optimization to a social media approach and physician referral program, you have to be on top of everything. What’s more, you cannot ignore traditional advertising campaigns either. Mastering such a variety of activities can sometimes become a headache.

That’s where a medical marketing services provider like Turnkey Mate can partner with you and help you craft a medical marketing strategy tailor-made for your practice. While you focus on providing the best possible experience to your patients, your marketing partner will take care of all the other stuff for you.

How to Strategically Implement Medical Marketing Services to Attract More Patients?

While building a medical marketing strategy takes time and can involve hundreds of techniques to choose from, here are seven key tips that can serve as a foundation and can help you grow your medical practice starting today.

1. Optimize Your Website

It’s likely you already have a website for your medical practice. But have you reviewed it of late? Does it adequately represent the breadth and depth of the medical services you offer? Does it load quickly and offer useful information to visitors in a digestible manner? And does it work equally great on mobile devices?

These aspects of a website can make or break potential patients’ perceptions of your healthcare practice. Your website is perhaps your most important spokesperson that goes to work 24/7, generating leads for your practice and providing useful content to your customers. Make sure you give the same level of care to your website as you do to provide excellent care delivery.

2. Leverage the Power of SEO

Local SEO is one of the most powerful tools you can use to ensure you are reaching relevant leads. People depend on information from Google and other search engines to make any purchasing decisions. Hence, optimizing your online presence for local SEO should be one of your top priorities.

Your medical practice should have a Google My Business (GMB) page showing complete information about the kind of medical practice you run and your address & contact information.

Your website should also be SEO-optimized to rank on Page #1. Make your website content targeted towards what users are searching for. You should also cultivate organic backlinks from reputable online websites and your internal linking should be top-notch. Lastly, Google ads should also be part of your SEO spending.

3. Invest in Physician Referrals

Inbound referrals from your contemporaries are another powerful organic marketing tool that provides a steady stream of patients convinced of your expertise. Just like backlinks, physician referrals indicate your stature as one of the leading medical practices in your area.

You need to have a proper physician referral program in place to maximize leads and cover all bases. Invest in a dedicated physician outreach team whose sole responsibility would be to connect and liaise with other medical practices in your area.

4. Develop a Social Media Marketing Strategy

Let’s face it! People spend huge amounts of time browsing social media apps like Facebook, Instagram, and Twitter. You need to be where your prospective clients are spending a good chunk of their day, right?

A robust social media marketing strategy including paid advertisements in addition to organic engagement is needed to fully leverage the stickiness that’s unique to these platforms. Hiring a dedicated social media manager to post regularly about your practice should be a good starting point.

5. Value Patient Feedback and Queries

Social proof is increasingly playing a leading role in dictating customer buying decisions. A 2020 report showed that 91% of people trust online reviews as much as personal recommendations. Relying solely on word-of-mouth can amount to online suicide for your medical practice.

Make sure your patients are leaving online GMB reviews after their experience and invest time in replying to those reviews, especially if someone faced a problem. Doing this well can do wonders for your reputation management.

A dedicated customer support team can also go a long way in maintaining your brand. If your customers are getting their queries resolved quickly and to their satisfaction, they’re sure to spread the good word.

6. Don’t Ignore Traditional Media

In the race to ace new and innovative tools to reach more patients, make sure you’re not forgetting the benefits that traditional advertising can bring in. Newspapers, television, radio, and billboards are still highly effective in generating relevant leads.

The ability to target your desired demographic is not yet lost in traditional media. A large section of the population still considers these channels an important source of information. Make sure you’re investing enough resources to nail your advertising efforts, as external marketing can cost a lot.

7. Use Thought Leadership to Build Your Brand

It’s not enough to get your website ranked on Page #1 or target 5-star GMB reviews if your physicians are not well-regarded by both patients and the competition.

If your doctors are establishing themselves as an authority in their field through platforms like LinkedIn and YouTube, it can prove to be a huge boon for your practice.

Publishing opinions on relevant industry trends can skyrocket the reputation of both your physicians and your medical practice.

Advantages of Investing in Medical Marketing Services For Your Medical Practice

We discussed the need for healthcare marketing and why it can make sense to invest in a medical marketing services provider. We also discussed how you can go about building your medical marketing strategy.

But what advantages can you hope to gain from a dedicated medical marketing services provider?

  • Measure Your ROI: Medical marketing involves a host of varied tools and techniques that can make it hard to track whether you’re getting your money’s worth or not. With access to advanced analytics tools, a medical marketing partner always has a bird’ eye view of your marketing spend and insights into what’s working and what isn’t.
  • Scale Lead Generation: Reaching more patients is easier with medical marketing but what happens when your growth starts to become a bane for your outreach effort? Partnering with a full-service provider can help you scale your lead generation efforts in tandem with your business’ growth and ensure things never get out of hand.
  • Capture Patient Mindshare with a 360º Experience: The sheer breadth of tools and platforms involved in medical marketing come together to provide more than just excellent care to your patients. They enhance the overall experience for them, encouraging them to engage more with your practice and bring healthcare closer to the industry standard for customer experience.

Wrapping Up

Medical marketing represents a goldmine of techniques to boost visibility for your brand and increase your bottom line. The online space is ever-changing and your marketing strategies need to adapt to emerging trends.

Investing in medical marketing services with a trusted provider like Turnkey Mate can help you ensure your brand is getting the attention and care it deserves.

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