How To Market A Medical Practice
Executing a successful patient acquisition strategy requires much more than a website. In order to increase your clinic’s patient count, you need intelligent software behind your website, and a strategy that’s proven to be successful for top healthcare clinics across the US.
To “build your own” medical marketing solution, a healthcare organization must:
1) Hire 4 to 8 professionals to integrate disparate technology products
2) To get a non-integrated, non HIPAA compliant solution
3) That is expensive
4) Ineffective & cumbersome
PatientGain.com apps are hosted in the cloud on world class high performance servers in the USA. There is no software to install or setup fees. Our medical marketing service is supported by professional team available to help you. Costs $599/mon. Check GOLD Package. There are four medical marketing packages offered by patientgain.com
Marketing For Doctors Using GOLD Package
Medical Marketing For Doctors
Effective healthcare today involves more than just in-clinic patient treatment; it requires continual and proactive communication covering a broad spectrum of patient-specific issues. For many healthcare practices, their attempts to become more integrally connected with patients are often obstructed by a lack of appropriate and effective online communication tools and applications. PatientGain.com provides clinics across the US with powerful software, running on secure compliant servers located in USA, that makes delivering numerous types of Healthcare communications a simple and automated process. From sending between-visit wellness surveys, to automated appointment reminders, and effective outreach communications,PatientGain.com’s sophisticated Healthcare Communication Platform contains dozens of ways for you to improve interaction with patients. With a proprietary platform custom created to assist Healthcare practices effectively communicate with their patients, PatientGain.com is the preferred Healthcare to patient communication software.
8 Strategies That Work for Physician Marketing
- Awesome website – must be intelligent and focused on conversion. Intelligence means conversion tracking CRM for your website. 88 percent of the patients looking for medical services will contact you by calling you or simply finding you on a map. Medical chatbots are extremely important also. we see 6 percentage to 8 percentage increase in conversions by using intelligent medical chatbots on medical websites. Conversion apps that use geo or location based information and guide a patient to your medical practice, without sending the patient to a competitor, asl increase your conversions. Having a an accurate Google maps listing is very helpful. To read more about Conversion Websites for doctors, please click here.
- Google SEO Optimizations for specific keywords, like “Urgent Care OKC” – in this case a patient is looking for an Urgent Care in Oklahoma City. To read more about SEO for doctors please click here.
- Google Local Optimizations. To read more about LOCAL SEO for doctors please click here.
- Content of the website. To read more about Content Marketing for doctors please click here.
- PPC Advertising (specifically Google PPC). To read more about PPC for doctors please click here.
- Facebook Advertising. To read more about Facebook Advertising for doctors please click here.
- Monthly Email Marketing. To read more about Email Marketing for doctors please click here.
- Patient Reviews Marketing & Reputation Management – Minimize negative reviews, Maximize positive reviews. To read more about Reputation Management for doctors please click here.
Medical Marketing Chatbots For Improved Patient Satisfaction and Conversion to Appointments
What is a Medical Chatbot? A medical chatbot is designed to have a conversation or a discussion with a real patient. Simply, from the view of a doctor or a medical practice manager, a chatbot is nothing more than software based on AI algorithms (Artificial Intelligence) that will perform automatic tasks within given parameters.
Generally in the medical industry there are 2 types of chatbots.
1. Medical Marketing ChatBots
Designed to convert a visiting patient (on your website) to a paying patient. These are called Medical Marketing ChatBots. They are not designed to diagnose any specific medical conditions. They have 2 important roles.
A) Existing patient – direct them to a specific information. Like how to reach the office after hours. Access to patient portal etc.
B) New potential patient – as a potential patient lands on your website, you have 15 seconds to engage them. So the medical marketing ChatBot should “walk” the potential patient through specific questions and steps so they can eventually become your patient.
2. Medical Symptom ChatBots
Health chatbots ask patients a series of questions – so the ChatBot can understand basic information, the condition of a patient – this is very much like the front desk staff in a clinic, who would ask 1) Do you have a fever? 2) Are you in pain? so to understand their symptoms and then the ChatBot sends the data to doctor, who can provide diagnoses and prescribe medicine in real time.
Medical Marketing Success Requires Proficiency in Four Important Areas:
1) Clinic Industry Knowledge, and an Understanding of Medical Field Compliance Requirements and Regulations
2) Expertise in Online Marketing Trends, Digital Best Practices, and Patient Behavior
3) A Dynamic Software Platform Designed to Adapt to Changes with Trends and Technology
4) World Class Support behind Your Technology System
As a cloud-based solution provider whose focus is working with healthcare practices, PatientGain.com has many years of experience running successful advertising and marketing campaigns for medical clinics across the U.S. We’ve designed our platform to comprehensively manage all aspect’s of a clinic’s digital marketing strategy and presence on the internet. By ensuring that their entire presence online is being effectively cultivated through one platform, clinics are able to see better results in their patient acquisition and reach their goals for growth.
4 Important Components of a Marketing Plan for Your Medical Practice & Clinic
Traditionally, marketing experts tell us that there are 4 key components of your Medical Marketing Plan.
- The Product or Service – This will be service offerings for your medical practice. For example, if you an Urgent Care clinic, do you offer service to patients based on 12 major categories. Examples will be Onsite X-ray, DOT Physical exams, Lab-test results, Ports Physicals, Simple Fracture treatment, Travel medicine, Immunizations etc. If you are MedSpa / Esthetic based practice, you may want to define your product/service strategy based on competition and availability of your staff’s credentials. For example, if you want to offer “CoolSculpting”, you will need to make an investment in purchasing this technology and then training of your staff. So each medical service you offer has a cost associated with it, and of course there could be tangible benefits for your medical practice. So your marketing plan must have a focus on which “services” you are going to offer. And each service deserves its SWOT analysis.
- The Price of the Service – In many cases, this is driven by the insurance company payouts to you. But there are certain procedures that are not covered by the insurance payments. There are additional strategies available to you here. Each patient can be divided into 3 main categories.
- PPO or Full Insurance – These insurance plans pay fixed amount for each procedure for in-network vs out-of-network procedures.
- Self-Pay Patients – Patient pays directly to the provider – you have leverage to provide better service than your competitors and charge more.
- High-Deductible plans – In this case, as an example, patients typically have to pay initial $4000-$10000 out of their pockets. After ta patient has spent these amounts on deductibles, copayments, and coinsurance, then the medical insurance plan pays 100% of the costs of covered benefits. Many patients consider that first $4000-$10000 as something that have to “shop” for prices, hence you have an opportunity to apply your own marketing strategy on how to attract these patients to your practice.
- The Place or Location of Service – For most parts, healthcare delivery system in USA and Canada is very local. Telemedicine can change this in the future, but for now patients typically go to a “local” provider. This is evidenced by 2000% plus increase in Google searches for “Urgent care near me” or “Sleep Apnea doctor near me” or hundreds of other variations based on mobile patients searching for services “near” a patient. So your Place or Location matters.
- The Promotion(marketing) or Advertising of Service – This is one area, where you have true leverage to dominate your medical field. Your medical plan must include the promotion of your service. There are generally 2 main sub-areas for promotion of medical services:
- Offline Promotions – Traditional marketing – includes newspapers, yellow pages, billboards, referrals from peers, networking with other providers and suppliers.
- Online Promotions – This refers to digital marketing and digital advertising to acquire more patients and retain existing patient base.
PatientGain.com’s GOLD Package is focused on your digital marketing & advertising for your medical practice.
12 Most Important SEO Ranking Factors for Medical Healthcare Websites's Google SEO
Over 78 to 81 percent of your online success is tied to Google search, PPC, maps, listings and posts. This data is collected from hundreds of successful healthcare clinics across the the USA and Canada. SEO is very important part of your success. Google search is the most accurate search engine.
1. Website Pages Accessible and Readable by Google (verifiable)
2. Content of the website - Unique and non-plagiarized
3. Relevancy score - How pertinent is the information on the website compared to the “category” of the website - Every website has a “category” in Google’s index
3. Domain Age, URL and Authority
4. Mobile Optimizations
5. Content Optimizations for Images, Videos and Text based content
6. Technical Structure of the Website
7. Business Information accurate and matches on Google Business page, Facebook business page and Yelp business page
8. HTTPS pages
9. User experience
10. Links and references inbound and outbound
11. Social Signals
12. Page speed and AMP
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 How Much Do Doctors Spend On Advertising, 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.