Posted in #HCSM, Marketing

Medical Marketing: What Does Your Audience Value Online?

 

alex-membrillo-head-shot
Alex Membrillo

By now, people know that it is imperative that you market your medical practice online. According to a 2013 Pew Research Center report, over three-quarters of consumers start their search for a new doctor online. By ensuring that you have the sort of marketing content that patients find compelling, you can increase your chances that you are the one that they choose.

A few of the best digital marketing assets to have:

1. Testimonials and reviews.

Search Engine Land found that 88% of consumers trust online reviews as much as they trust a personal recommendation. Ask happy patients to provide reviews that can help show your high level of care to new individuals. You can ask in person, include a link to your review page in emails or post on social media. You can include links to common review sites on your site or showcase a few of your best reviews directly on your website. By offering this sort of social proof, you can show potential patients how well your service is regarded by people already seeing your physicians.

2. Answers to common health questions.

About seven in ten individuals has searched online for answers to health questions in the past year. By providing information about common health issues that your patients may face, you can help them be more informed patients and live healthier lives. This sort of content can also make it easier for patients to know when symptoms indicate that they should make an appointment with their doctor. Not only will they be more likely to come in for a visit, they will also have more positive health outcomes by getting care more quickly.

3. A strong social media presence.

A study about social media in healthcare found that 41% of those questioned would choose a healthcare provider based on their social media reputation. By keeping up with what people are saying about your practice on social media and getting in touch with people who have had issues, you can manage your reputation online and keep your image positive and appealing.

Others in healthcare have had success publishing authority articles through platforms like LinkedIn. These sorts of articles establish your credibility and skill in your field and make people feel more comfortable trusting you with their health.

4. Easy to understand visual content.

Many individuals find that they have an easier time grasping health concepts that are learned through images and videos as well as text. By including diagrams, images and videos as part of your online marketing, you can empower patients with knowledge about their health and build a stronger and more comfortable relationship. You can even do live Q&A sessions using services like Facebook’s live streaming. This can help potential patients with some of their health questions and showcase your authority and expertise in your area of practice.

5. Practical content like checklists.

Content like printable checklists can make it easier for patients to do the right things for their health. For instance, a sheet on ways to protect yourself from the common cold can be a popular offering when it’s time for kids to head back to school. A summer break checklist can help your patients pack the right things in their travel first aid kit and keep themselves safe from sunburns and heat stroke.

Posting frequently and serving up a wide variety of medical marketing content can make your presence online helpful and informative to both current and prospective patients. By focusing on what materials will be most useful to them, you can begin building the trust that leads to strong relationships before they ever make their first appointment with your practice.


About the Author

Alex Membrillo is the CEO of Cardinal Web Solutions, an award winning healthcare marketing agency based in Atlanta, GA. His innovative approach to digital marketing has transformed the industry and delivered remarkable results to clients of all sizes and markets. Membrillo has extensive experience with healthcare and physician marketing.  Cardinal has been 3-time consecutively named on Inc. 5000 list of fastest growing privately-held US companies. Visit www.CardinalWebSolutions.com to find out more about Cardinal Web Solutions.  Follow him on Twitter @Alex_Membrillo

 

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