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Why Your Medical Practice Needs a Strong Online Marketing Strategy

By Eric Gruboy
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Published 02/01/20

Whether walking down the street, on the subway, in a restaurant, or at home, most people are often seen with a smartphone in their hands and even the waiting room at your medical practice is no exception. People are using the internet constantly, not just for passing time but as a source of information too.

With people more connected to the online than offline, it seems logical that marketing tactics need to adapt too.

That's why digital marketing is no longer an option but a necessity if you want your business to catch people's attention when all eyes are facing the screen of a phone, tablet, or computer.

Here are some of the main reasons why every medical practice should put great emphasis on having a strong digital marketing strategy.

Reputation Management for Medical Practices Is Key to Success

Up until recently, healthcare was one of the few industries with a mostly offline presence. In the past years, though, things have begun to change.

While people still go to the doctor’s office when they need professional advice, the process of choosing a doctor, which happens before the actual visit, has seen significant transformations. The internet has become the go-to place when it comes to researching a new doctor or a medical practice’s reviews and opinions online.

A study performed by Pew Internet & American Life Project showed that 80 percent of internet users have searched for a topic related to health in the United States and according to doctor.com 81 percent of patients will look into online reviews for their healthcare providers even when being referred by friends.

That means for every four out of five people, the choice for their medical provider is based on information they find online and these numbers apply to both young and elderly people.

It's evident how critical it is for medical practices to have a strong online presence with a well developed reputation strategy put into play.

A powerful digital presence can be translated into higher visibility at the top of search results and on different medical-related websites where patients might search for their provider's name but also having a sleek, easy-to-navigate website that offers valuable information, excellent reviews and social media pages can offer just as much trust.

Digital Marketing Is on the Rise for the Medical Industry

If you’re not doing anything to have your medical practice out there in the digital world, you can be sure your competition is.

Millions of Americans spend their time on mobile and their computers throughout the week.

As medical practitioners realized the impact that digital marketing can have on their business, they’ve started to put more effort into making their medical practices more visible, accessible, and attractive to potential patients.

If your investment in a digital presence is left to the wayside, you’re actually making it easier for your competition to get noticed out there.

An effective digital plan should focus on the following:

• Top of search engine rankings
• A proven method of increasing patient intake
• Increasing website organic and direct traffic
• Greater visibility across different medical platforms
• Increased brand awareness
• A clearly-defined reputation management strategy

Healthcare Practitioner Marketing Focused On Quality vs. Quantity

Traditional marketing has long been focused on an expensive, volume-based approach. Television and radio commercials, billboards, and magazine ads have all been used with one main objective in mind, to make a medical practice visible to as many people as possible.

Out of those large numbers, however, very few people end up converting. That’s where digital marketing comes in, to prove its value and utility. With the right digital marketing strategy, not only will the right patients be targeted for your medical practice, but the conversion rates will increase too.

Let’s take, for example, a medical practice that’s focused on offering chiropractic services. It’s clear that between a television commercial targeted toward the general public or an online campaign targeting specific demographics and interests, the digital approach will prove more effective.

A well devised pay-per-click (PPC) advertising campaign in Google or Bing puts your medical practice in front of people on the lookout for your particular services in your area.

All of a sudden, you no longer target passive people from all over the country, but local people that are actively searching for medical services. They are the ones more likely to act immediately and call your practice or book an appointment. Your audience can be filtered by interests, type of device, age, and gender, the time of the day of their searches and many other criteria.

The same can be applied for social media and video advertising, where potential patients are targeted based on prior online behavior or specific interests. It’s easy to see how your medical practice can be matched with the right patients through effective and targeted digital marketing campaigns.

On the flip side, there’s traditional marketing, which no longer brings the expected results. It seems only logical that your marketing budgets be directed more toward online rather than offline.

A solid digital presence is often seen as a puzzle, the website, online reviews, social media presence and ads are the many pieces that need to fit perfectly together. As a medical practitioner, it’s easy to feel overwhelmed by all these new tools.

Luckily, there’s no need to do this by yourself. Just like your medical practice needs to be found by ideal patients, you also need to find the right company that understands your goals and can bring proven results to the table.

Let Lightwalker.media be the solution for the digital success of your medical practice.

Eric Gruboy
Founder of Lightwalker.media
Eric Gruboy combines a multi-disciplinary approach to digital marketing with hands on experience centered around design.

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