Coming from a background in healthcare, I understand the circumstances that can overrule the urgency of marketing strategy success. Sometimes the biggest hurdle is simple “Where do I start?”
A few common mistakes medical professionals make online are lack of contact information, clinic and staff information, and reviews.
Avoid these needle-moving mistakes by implementing a few tips into your marketing strategy.
1. Your Website
Start by increasing the effectiveness of your medical website. The main purpose of your site is to attract and inform patients.
A few proven elements of high-converting healthcare sites are:
- Simple layout and design
- Easy navigation
- Multiple forms of contact
- Social media links
- FAQ page
- Photos/videos/graphics of the clinic and staff
One of my favorite designs is from Northwestern Medicine. Its design is simple, it displays graphics, and it’s easy to navigate.
Carefully planning your healthcare website around the needs of your users will ensure that you will end up with a website that satisfy both your visitors needs and achieve your business objectives.
2. Effective Marketing Copy
As a medical professional, the words used in your marketing are incredibly important. This applies to everything from website copy to printed collateral to social media posts.
Your messaging must reflect your brand and promote your services. If your messaging dilutes your message, then your marketing efforts will suffer.
One of my favorite campaigns is from Dana-Farber Brigham & Women’s Cancer Center – “Right now you may have cancer. But what your cancer doesn’t know is – You Have Us.”
This is an incredible example of how powerful copy can inspire patients to take part in a brand’s marketing. Many women posted videos and responses to this team-forming slogan.
3. Bond with Your Target Audience
To create loyal patients, you need to do more than offer outstanding service. You also need to use service marketing strategies for health to connect with patients online. Whether it.s online, on a blog, or on social media, make the connection to your audience that shines light on your expertise.
Gear topics toward your local audience. A few ideas that patients respond positively to are:
- Explanations of the services with a positive spin on treatments.
- Opportunities for patient feedback.
- Staff “behind the scenes” experiences.
4. Leverage Your Social Media Pages to Your Advantage
Social media is great for driving traffic to your website and getting in front of with people who may be interested in your services. Whether you’re a dentist, a physical therapist, or a surgeon, social media is a great outlet to connect with potential patients. Most healthcare professionals have some type of social media presence, but few of them leverage it for attracting new patients.
Aside from the latest news about the hospital, Le Bonheur Children Hospital’s Facebook page contains relatable family stories and parenting advice. This not only provides great insight on the hospital, but also creates a support community for patients during their road to recovery.
Social media management can be time-consuming, but it’s a lot easier if you use some helpful tools. JumpCrew offers planning, organizing, and reporting tools through an app and customer portal. For more information, click here.
5. Ramp Up Your Reviews
Social proof is important for any medical practice seeking to gain trust with potential clients. Social proof can include patient testimonials, reviews, and case studies.
One in four patients check online reviews before choosing a physician. Luckily, reviews are something that requires little effort.
One way to showcase your clinic is by getting positive reviews on popular channels such as Facebook, Yelp, and Google+. If your reviews reflect negatively, or you don’t have any reviews at all, the odds are that the patient will choose another practice.
Encouraging patients to leave reviews is simple. Post it on your sign-out sheet, offer incentives, or include a link in your satisfaction surveys. Remember to keep the review process short and simple, letting patients know that writing a review will only take a few minutes of their time.
Incorporating these tips into your marketing strategy can help connect you with your current and potential patients. As hectic as the healthcare business gets, it’s important for physicians to appear as relatable and approachable as possible. Marketing your healthcare business in a welcoming, helpful manner will draw in patients while encouraging them to review your business.
For help with social media presence and review management, contact a JumpCrew representative today!