How to Market Orthopedic Practice
Like any other medical practice, an orthopedic practice needs to market its business to compete with competitors. Merely relying on a nice-looking sign and word of mouth will not give a practice the chance to grow and be successful. A detailed, thorough medical marketing plan is needed!
While a marketing budget may be limited, an orthopedic practice should try its best to develop a robust medical marketing plan using proven digital marketing strategies. The experts at PatientGain.com have years of experience in marketing orthopedic practices, and we look forward to helping your practice become successful! Below are some typical online marketing tactics orthopedic practices use to grow their business.
What are some online marketing strategies an orthopedic practice can use to promote their business?
Much of your marketing efforts will be aimed towards the online or digital promotion of your orthopedic practice. These online marketing strategies include, but are not limited to:
- Directory Listings
- Search Engine Optimization
- Content Marketing
- Reputation Management
How does listing my orthopedic practice in a directory help promote it? What online directories should an orthopedic practice be listed in?
Getting your orthopedic practice listed in a directory is crucial because it will show potential patients where you are located and is needed if you want your business to appear in map results. New patients will need directions to your medical practice, and most will use a mapping app to generate those directions. Many mapping services like Google Maps, Bing Maps, Apple Maps, and Waze, get the data to list businesses on their maps from directories. While your practice address can be searched online, a potential patient should be able to search for the name of your practice instead. Another advantage of creating or claiming your listings in directories is that you can then manage and respond to online reviews. The vast majority of online reviews will come from these directories. Finally, once you have a confirmed listing, you can correct any information that does not match your website. All of your orthopedic practice’s listings should have the same name, address, phone numbers, hours of operation, and website URL and match your website. This prevents confusion and also boosts your local SEO.
The online directories an orthopedic practice should claim or create a business listing on include:
- Bing
- Yelp
- Foursquare
Many directories require verification via phone or postcard they will send to your mailing address. With that in mind, do not begin the verification process for your business the day before you open!
How can search engine optimization help market an orthopedic practice?
Search engine optimization (SEO) helps give search engines context about what a website is and who it would be relevant to. The key to excellent SEO work is to develop a list of keywords that potential patients will most likely use and spread them throughout your website. If your website is a cake, then SEO Keywords should be treated like icing. A cake entirely made of icing is going to make you sick. A website that is packed full of SEO keywords will perform poorly and likely be penalized by a search engine. Apply the most relevant keywords to your orthopedic website’s pages. Not all keywords will apply to all site pages, especially those related to separate service pages.
How can content marketing help my orthopedic practice reach more patients?
When it comes to organic results, the goal of search engines is to provide their users with the best, more relevant, and authoritative results possible. They rely on their search algorithm to help users get the information they are looking for online. Content marketing helps boost your website’s organic rankings by making it more relevant and authoritative. As the phrasing goes, “Content is king,” and the more robust, unique, and informative content you have on your website, the better. A service page describing an orthopedic service that has 1,000 words is going to appear to be more relevant than a similar page with 100 words. The greater in length your content is, the more likely a patient will stay and read, and the length of time a website visitor stays on a website is a factor in organic rankings.
Content marketing can not be done all at once, but instead, it should be continuous. You should always be adding, refining, and updating your content pages to ensure they are up to date. If you find yourself without any content pages to improve, consider starting a blog to add additional content to your site regularly. This will show search engines that your website is being kept up to and is more relevant and authoritative to a search engine. Content marketing often works in conjunction with any SEO work you do for your orthopedic website.
How does reputation management help my orthopedic practice?
The management of your online reputation is going to make or break the success of your orthopedic practice. If you acquire too many negative reviews, a potential patient may not even bother looking at your website to see if you offer the services they need. If you have too few reviews, a competitor with a more robust review collection will have you at a disadvantage. The first step to obtaining a good supply of positive reviews is claiming or creating a directory listing, which you already should have done. Google and Yelp will be where the vast majority of your reviews will reside, although other sites could be useful to get reviews.
The next step may seem so obvious that it has to be a trick: ask your patients for reviews. A patient who has a negative experience is often much more motivated to leave a negative review than someone who receives the expected service. However, if you ask them for a review, you increase your chances of receiving one. Not every patient who leaves your practice satisfied will leave a review, but a percentage of them will. If you ask every happy patient for a review, you will begin building a great collection of 5-star reviews. Make it as easy as possible to leave a review by, if possible, having them making only one click to leave feedback. Regardless if it is positive or negative, respond to every review. If negative, try to troubleshoot their issue. You may not be able to convert that 1-star review into a 5-star review, but you will show potential patients that you take feedback seriously. For positive reviews, acknowledge their input and thank them.
The experts at PatientGain.com are standing by to help your orthopedic practice grow and be successful. Let us show you what we have done for our other clients this healthcare area across the country. We look forward to marketing your orthopedic practice so you can stand out amongst your competitors!
PatientGain.com is a proven new patient marketing solution, includes apps, websites, SEO, HIPAA compliance and account management.
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