Medical Clinic Marketing Plan
Medical Clinic Marketing Plan and Results – Used by Top Medical Practices & Doctors $499/Mon. Patient Acquisition Costs $6 to $26.
Online solutions for medical clinics are not created equal. Let us walk you through a scenario based on a real customer. This medical clinic was servicing 46 patients per day, has 6 exam rooms, with a marketing budget of $6000 per month, spending approximately $2700 per month on multiple solution providers (most of them non HIPAA compliant), a website company, and $2900 per month on Google AdWords. However they could service up to 73 patients per day, they had additional capacity AND a non-optimized medical clinic marketing plan.
Doctor Smith Example – 6 Exam Rooms – 46 Patients Per Day
Dr. Smith has owned her clinic for 6 years, and was thinking of making some changes to get more patients into her clinic. She knew the internet was the way to go to, if she wanted to generate more patients, and keep her current patients coming back. To be successful and beat out her competitors; Dr. Smith’s clinic needed a great website, online advertising, effective marketing campaigns, and a powerful software to help acquire new patients. So Dr. Smith decided to start getting all the tools and strategies her clinic needed to do all this, and got to work on piecing it all together.
Step 1 – Get an Awesome Website That Converts
She started off by getting a brand new website that improved her branding and helped her stand out from her competitors. But after the new site was up and running, Dr. Smith found out that her website developer didn’t give her a site that’s built to securely handle, and store any potential PHI from patients that could come into her site. After paying a lot for her new site, she now realized she was going to have to pay even more to get this issue fixed, or face some big fines after her next HIPAA audit.
Once the new website was up an running, she realized that Online Advertising was important to acquire new patients quickly. Dr. Smith decided to set up an online advertising campaign through a local digital advertising company to improve her new patient generation, and get her clinic’s patient count up. But with the lack of focus and experience in healthcare and management fees charged by the company, the campaign cost Dr. Smith a lot of money, and didn’t give her the return & ROI she’d expected.
The website management company posted on social media, but the content was non-relavant and there were no social media apps to promote her medical clinic with special offers and offer online payments from the Facebook business page.
Step 2. Patient Engagement Plan
To improve her patient engagement, Dr. Smith wanted to put together some effective marketing campaigns for both prospective patients and past patients. She signed up a 2 year contract with a well-known company to send reminders, monthly newsletters and email promotions. This enabled the clinic to deliver personal communication to patients more consistently–with significantly more effort and time as this new tool did not integrate with the number one source of patient acquisition – Website. However, due to all the time it takes her and her staff to create and set-up email campaigns, and put up promotional content on her site, Dr. Smith only sends out effective marketing campaigns a couple of times each year.
Step 3. Online Reputation Management Plan – Maximize Positive Reviews & Minimize Negative Reviews
To improve her rankings on online reviews, specially Google Reviews and Yelp reviews, she signed up for a reputation company for $299/mon, with 1 year binding contract. This exercise resulted in a bad experience as some reviews posted were fake.
However, using PatientGain.com software is a painless process and a project manager guides you through the process.
4 Ways To Maximize Positive Reviews & Minimize Negative Reviews
Conclusion: Avoid a Patchwork Solution
After the laborious task of figuring out what her clinic needed, buying all the expensive tools and services, and working to put it all together, Dr. Smith was faced with a new problem: managing her patchwork solution. She had invested all this time and money into the system she had put together, and now Dr. Smith needed to invest even more time to keep it running. The solution she thought would solve all her problems just ended up making things more complicated, and cost her almost as much as the additional revenue it brought in.
Step 4 – Avoid Risky Plans – Use The Proven Plan Used By The TOP Clinics in USA
Fortunately, it doesn’t have to be like this for your clinic; patient acquisition and engagement doesn’t have to be so painful. PatientGain.com’s Gold Package gives your clinic all the software, strategies, and tools it needs to be successful, all within one cloud-based HIPAA Compliant solution – AND an AWESOME WEBSITE in included for free.. With everything under one roof you can get a more streamlined system that produces better results, and that is more cost-effective with better returns on your investment, than a build-it-yourself solution. If you’d like to learn how your clinic can improve your patient acquisition and engagement, contact PatientGain.com.
6 Steps for Online Success For Clinics
Step No 1.
As medical practitioners, we have to realize that patient behavior is changing. Patients are now looking for medical services online. 88 percent of patients search online for medical services and clinic information. Even 47 percent of existing patients look for additional, related services online on your own website or your competitor’s websites. So you must be present on the Web. 60 percent to 72 percent of patients look for your services, check your online reviews, using a mobile device. Make sure that you have website that is focused on Mobile Marketing for doctors. Here are many examples of great ( and free Mobile, responsive and intelligent) websites. Once your medical practice is online, there are 5 additional important areas to cover.
Step No 2.
In US, approximately, 78 percent of the time, your patients are going to use Google search engine to look for medical related services, reviews and other information. So your first step is have a top notch Google presence. Other places are important also, like Facebook, Yahoo, Bing etc. But start with Google. There are 6 important aspects of Google presence.
- Google Local Listing for your medical practice
- Google Maps, verified listing
- Google Reviews rankings
- Google Posts
- Google Organic results
- Google Paid Search
Each of these should be addressed by your online strategy for your medical practice. Many doctors and practice managers think that having a nice looking website will suffice. Unfortunately it is no longer enough to have a nice website and a Facebook page.
Each of the above mentioned 6 important aspects of Google presence require attention to detail, time and commitment, not to mention financial investment.
Step No 3.
SEO or Search Engine Optimization for Doctors & Medical Practices can be defined in many ways. To provide you with a high level guidance, these 5 areas are most important:
A. Google Local Listing for your medical practice
- Create a Google account
- Add you clinic’s accurate information – Name, address are the most important information – Phone should be checked.
- If your practice’s information is incorrect, you will have correct it
- You may have to claim your listing also.
- In certain cases you may have duplicate listings, these should be resolved.
- There are dozens of other Local directories – They should be checked and updated. But Google, Facebook, Yelp, Yahoo/bing are the most important ones. Start with these.
B. Google Maps, verified listing
- Create a Google account
- Add you clinic’s accurate information in the Maps
- If your practice’s information is in correct, you will have correct it – sometime the Map Pin is Inaccurate
- You may have to claim your Map listing also.
- In certain cases you may have duplicate listings, these should be resolved.
- There are many of other map based directories – They should be checked and updated. But Google, Map Quest, Apple Map are the most important.
C. Google Reviews rankings
- Create a Google account
- Check you reviews and ratings
- If your practice’s reviews are 4.5 and over 100 reviews on Google, then you are doing well. If less than this, you will need to focus on this area.
- Other important review sites are Yelp, Facebook and HealthGrades. But start with Google.
D. Google Posts
Posting on Google is a new way to share relevant, fresh content with the people who are searching for you. Use images, videos and even animated GIFs to engage your audience, and add inline links to drive traffic to specific content. This enhanced format allows searchers to hear directly from the primary source — you — and complements existing results from across the web. One important note the Google Posts expire every week. You have to post every week.
E. Google Organic results
Your content on your website is the most important factor on your website. Content refers to your text, headings, sub-headings, main paragraph, images, videos, blogs etc. Your website must contain non-copied, non-plagiarized content.
Step No 4.
Every year, billions of dollars are spent on online advertising. Very broadly, online advertising can be divided into 2 main categories:
- Display advertising
- Search advertising
As a doctor and a medical practice manager, both of these are important for you. You can acquire new patients using both of these mediums.
Display advertising is a type of online advertising that comes in several forms, including banner ads, rich media and more. Unlike text-based ads, display advertising relies on elements such as images, audio and video to communicate an advertising message. For example, if your potential patient is on Facebook and has recently clicked on or watched a video related to Breast Augmentation medical procedure and treatment, ads related this subject can be displayed to the potential patients. This is an example of display ads.
Search advertising is very common. Every time you are on Google and type a search term, lets say “Urgent Care near me”, Google search engine will usually display ads on the top of the web page. In the middle, there is a map, reviews and business listings, and at the bottom, there are organic or free search results. The advertisers pay a fee to display their ads in the top area. If a user clicks on any of the ads, the advertiser pays a fee for each “Click” This is called Pay-Per-Click advertising. For medical practices and doctors, this is very effective and creates excellent ROI. Google PPC ads produce excellent results, however it is complex and requires a professional to manage your campaign.
Step No 5.
Reviews marketing is another emerging area. Online reviews are impacting decisions of your prospect patients dramatically. This is one area that will make your medical clinic shine or impact negatively more than any other strategy. In fact it should not be a marketing strategy, it should be a necessity.
There are 4 ways to acquire positive reviews, and at the same time, minimize negative reviews. So your marketing strategy should be to minimize any negative reviews, and maximize positive reviews.
4 Ways to acquire online reviews
- Using SMS/Texting apps. A text is sent to a patient asking for feedback after a visit.
- Using Email apps. An Email is sent to a patient asking for feedback after a visit.
- Using an iPad in the lobby. A patient is asked to provide feedback right after the visit.
- Using Social Media or your Website. An app can be added to your business page on Facebook or your website, asking patients to provide feedback.
There is no quick and foolproof way do this “quickly”. There are pros and cons for each approach. Google and Yelp understand that businesses are striving to acquire more positive reviews and “bury” negative feedback, their algorithms are aware of SMS requests for reviews – and they are blocking reviews posted using SMS originated requests. Having an iPad in the lobby can cause block of IP Address and so on.
Step No 6.
Social Media Marketing is another very important aspect of your marketing. Your potential and existing are hanging around on Facebook. You have to make it easy for them to do business with you. Here are 5 steps.
5 Steps for Facebook Success for Doctors & Medical Practices
- Create Facebook Business Page for your medical practice.
- Optimize FacebookBusiness Page for your medical practice.
- Add apps to your FacebookBusiness Page for your medical practice. For example, add Contact Us app, add Appointment Requests app, add Promotions app.
- Add content to your FacebookBusiness Page for your medical practice
- Advertise your FacebookBusiness Page for your medical practice on Facebook – There are multiple ways to promote your FacebookBusiness Page for your medical practice. You can hire a professional ( recommended ) or do it yourself. Professionals who are certified advertising professionals will produce better results for you.
Summary for Online Success For Doctors
These 6 steps are proven to add value for hundreds of medical practices. There are many other steps you can take to further improve your strategy. Monthly Email Marketing is another strategy, among many others. Contact us so we can help you and view details GOLD package here.
PatientGain.com is a certified premier google partner for healthcare.
To learn about Website Strategies and Website Examples for Doctors & Medical Clinics, please go here.
To learn about Search Engine Optimization for Doctors & Medical Clinics, please go here.
To learn about Pay Per Click PPC Advertising for Doctors & Medical Clinics, please go here.
To learn about Content Marketing Strategies for Doctors & Medical Clinics, please go here.
To learn about GOLD Package Marketing for Doctors & Medical Clinics, please go here.