If you’re working in or running a healthcare practice, your time is likely consumed by providing care to your patients. So, when your team suggests creating a digital marketing strategy, you might question whether it’s worth the investment. Wouldn’t your efforts be better spent focusing on patient care?
However, digital marketing is one of the most effective tools for supporting your current patients and attracting new ones. It’s also invaluable for doctors looking to build, maintain, and protect their professional reputation in today’s online world.
Understanding Digital Marketing
In simple terms, digital marketing includes all forms of marketing that take place online. While you may be more familiar with traditional marketing (like TV ads, billboards, or radio spots), digital marketing often delivers better results thanks to its ability to target audiences more precisely.
Learning about the main types of digital marketing can help you see how it can benefit doctors and medical practices.
Email Marketing
Email was one of the first forms of digital marketing. It allows you to share news, promotions, or changes in your services directly with your patients. While it’s a great way to stay connected with existing patients, marketing emails can get lost in inboxes, so it’s important to use this channel thoughtfully.
Social Media Marketing
This is likely the most familiar type of digital marketing. Social media platforms use the data they gather to help you target specific audiences. It’s a powerful way to reach potential patients and engage with your current ones.
Content Marketing
Content marketing involves creating digital materials to promote your practice. Traditional examples include newsletters, blogs, podcasts, and videos, while newer tactics include apps, quizzes, or interactive tools.
Content marketing is versatile, allowing you to connect with patients and others interested in learning about your practice or healthcare philosophy.
SEO and SEM
When users search online, search engines use algorithms to rank results. Search Engine Optimization (SEO) and Search Engine Marketing (SEM) are strategies that help your website appear higher in search results. SEO focuses on optimizing content for better visibility, while SEM involves paying for ad placements.
Developing a Digital Marketing Strategy
A cohesive digital marketing strategy outlines your message, your target audience, and how you’ll measure your success. For healthcare providers, a clear plan can transform your online presence from average to outstanding.
Make Your Practice Accessible
It can be frustrating for patients to struggle to find your practice’s hours or contact details online. A user-friendly, informative website as part of your digital marketing strategy can significantly improve patient satisfaction.
When patients can easily learn about their doctor, research procedures, and find credible information about their concerns, their trust and satisfaction in your practice grow.
Combining SEO, SEM, and content marketing can make your practice more visible online, while also ensuring that patients can easily access the information they need. These tools also allow you to target specific audiences, such as those in a particular region or under certain insurance plans.
Attract New Patients
While some still rely on personal recommendations or printed directories, more and more people search online for healthcare providers.
According to Pew Research, about 80% of internet users have looked up health-related information, with over 50% searching for a doctor to address specific health needs.
A strong digital presence can also set you apart from competitors. Research from Doctor.com shows that over 60% of patients chose one provider over another based on the strength of their online presence.
For patients looking for a specialist, a well-crafted online presence that highlights your expertise and credentials can make a significant difference in their choice.
Build and Protect Your Online Reputation
In today’s digital age, a person’s online reputation often shapes others’ perceptions. If you aren’t managing your online presence, others might define it for you.
That’s why it’s crucial to create a positive digital footprint that highlights your skills, practice, and values. A proactive online presence can ensure that accurate, positive information is what patients find first.
Monitor Review Pages
Ignoring reviews on platforms like Google Reviews, Health Grades, Vitals.com, ZocDoc, and RateMDs can be risky. Including these sites in your digital marketing strategy helps you ensure:
– Your practice’s listings are accurate, reducing errors or mistaken identities when patients search for you.
– You can identify common themes in reviews, whether they are praises or complaints, to improve patient care.
– You can engage with patients by responding to their reviews, fostering better relationships and communication.
Make a Name for Yourself
Content marketing is a powerful way to build your reputation and create an online presence.
While self-promotion might feel awkward, think of it as reputation-building: a way to show who you are as a doctor, share your approach to patient care, and educate others about important health topics.
By sharing positive, informative content as part of your digital marketing strategy, you’re contributing valuable knowledge. This could mean addressing community health challenges or collaborating with fellow experts to discuss key issues.
Final Thoughts
Even if you aren’t using digital marketing, your peers and competitors likely are.
The future of healthcare is increasingly digital, with more patients turning to online platforms to find providers, schedule appointments, and even consult with doctors.
By developing a digital marketing strategy, you give your practice the opportunity to grow and ensure that patients can find the information they need. After all, even the best healthcare services won’t matter if potential patients can’t discover you online.