What is Medical Marketing For Doctors?

What is Medical Marketing For Doctors?

Medical Marketing is also known as healthcare marketing or if you are a dentist, dental marketing. It is not one thing, it is a combination of your medical services, how you present your medical practice, your staff, your website, your SEO, your software, your online reviews, your traditional advertising, your social media, your digital presence and online advertising. According to US gov “Health Marketing involves creating, communicating, and delivering health information and interventions using customer-centered and science-based strategies to protect and promote the health of diverse populations (CDC, 2005).” Referenced here. For a practice, in simple terms, it is simply promoting three important aspects of your medical practice 1) Promoting the key medical services and procedures 2) Promoting your brand, location, name, your reviews and benefits of your practice to patients 3) Promoting the providers, their accomplishments, degrees, and contributions to the community.

Marketing for medical practices has moved to the digital mediums, and costs $599/mon to $999/mon for your medical practice.

Marketing for medical practices does not have to be boring, or uninteresting text only.

Marketing for medical practices does not have to be boring, or uninteresting text only.

Table of Contents:

Question 1: How do you market a medical practice?
Question 2: Is a website required for my medical practice?
Question 3: Can I just get one those free websites and add my name to it?
Question 4: Why does it have to be so hard, I can just get it done once and forget about my online headaches?
Question 5: I have heard the medical marketing is complex these days, but do I really need a specialized healthcare marketing company?
Question 6: I have been told that my SEO is low because my website content is not “unique”, what does this mean?
Question 7: What exactly is Medical SEO?
Question 8: What is Local SEO?
Question 9: What is Technical Medical SEO?
Question 10: Can I just “buy” SEO and get it over with?
Question 11: Which one is better? medical SEO or medical advertising?
Question 12: Are there any specific steps strategies that I should avoid?
Question 13: What is included in healthcare marketing?
Question 14: For my medical marketing website, why can’t I just use a drag and drop website builder?
Question 15: Is there a project manager included in PatientGain’s healthcare marketing?
Question 16: Are there any monthly account reviews included in PatientGain’s healthcare marketing?
Question 17: What is the impact of COVID-19 pandemic on a clinic’s healthcare marketing?
Question 18: How do you calculate ROI (Return On Investment) of a medical marketing campaign?
Question 19: How do I see results from my investments in medical marketing?
Question 20: What is medical marketing funnel for healthcare practices & how does it benefit my practice?
Question 21: For my practice’s medical marketing, do you provide or write content?
Question 22: For my practice’s medical marketing, should I setup Facebook or Instagram campaigns?
Question 23: How does Facebook and Instagram tracking work?
Question 24: What is schema, and how does it impact the SEO of my medical website?
Question 25: Do I need to “Socialize” and be present on every social media website?
Question 26: I want to run advertising campaigns on Google and Facebook, but only ON and OFF when I need patients?
Question 27: How do wait times impact a patient’s positive experience?
Question 28: What good guidelines can a medical practice follow to ensure they remain HIPAA compliant when developing a digital marketing plan?
Question 29: How do you start your medical marketing campaigns?
Question 30: Is technical SEO important? I have rec’d multiple sales people calling me that my technical SEO is not good?
Question 31: I have grown my medical practice over the last 10+ years, and I am using so many apps and service providers, how can I simplify?
Question 32: Why do health care business owners often choose digital marketing for the healthcare services they offer?
Question 33: What Does a Medical Marketer Do? Do I Need One?
Question 34: Does it make any difference if my healthcare website domain is with google domains vs some other domain hosting company?

After serving hundreds of medical practices in the United States and Canada, we firmly believe that in order to help medical practices with their medical marketing, the medical marketing company is required to be a specialist in the field of medicine. Medical marketing will not function unless there is patient trust and commitment from the doctors, providers, practice owners to invest and improve their marketing tactics. They have to understand that this is a field where many physicians still hold onto the belief that it is unethical to advertise. In many cases they are still advertising through traditional methods such as radios, printed postcards, newspapers and yellow-pages.

To learn about how new patient acquisition works, this is a very good page to start

An introduction to medical marketing for doctors can also help you understand the detailed steps.

In real world, there is no one simple way to become successful. This applies to medical practices and doctors also. You must have a plan to “distinguish” your services, (also known as branding) your practice and improve your online presence. Building patient trust and providing excellent for your patients is the foundation on your success. You also want to monitor and improve your marketing tactics. Online advertising is a big part of medical marketing. It can be the most expensive part of your overall online marketing plan. Medical advertising data about how much doctors spend on advertising, is a designed to provide competitive data from other clinics like yours.

Empathy, compassion, and humor are very powerful to use in medical marketing because they are emotions people enjoy relating to most frequently. When you market your medical practice to your target audience, tell an emotional story about how your services helped someone resolve their medical issue.

We looked at 3116 medical websites in USA and Canada. We reviewed the online strategy and apps and code embedding the web sites. Results are that only 6.1 percentage of the medical professionals are using conversion apps and techniques to capture the leads and convert them to paying patients. Read more about medical marketing ROI.  You can take specific steps, starting this week, to improve your patient acquisition steps.  Basically, healthcare marketing is changing. There is a very good paper “The impact of marketing strategies in healthcare systems“. In this paper, the author describes that over the past decade, healthcare has experienced many marketing trends that have fundamentally altered marketing. These trends are the follows:

  1. From a mass marketing approach to a more specific approach.
  2. From image marketing to service marketing.
  3. From “one measure for all” to personalization.
  4. From the emphasis on a health episode to a long-lasting relationship
  5. From “ignoring” the market, to market intelligence.
  6. From low-tech to high-tech (Thomas RK. Health Services Marketing, A Practitioner’s Guide, 2008, Ed. Springer).

Your overall medical marketing strategy should be based on best practices and on a pattern of success of other similar medical practices. It should not be based on trial-and-error, and waste of your hard earned money. This is why PatientGain recommends A/B tested websites and strategies.

32 Good medical marketing questions asked by providers and practice managers:

Question 1: How do you market a medical practice? 

Answer: You start with the medical practice’s website first. Make sure it is optimized for Google SEO, the site should be A/B tested, it is mobile friendly and added to Google search engine’s index.  2) Next add/update Google business listing also called GMB (Google My Business) 3) Website should not have any plagiarised content.  4) Create a Facebook and Instagram page 5) Setup Email marketing campaign 6) Start Google PPC ads 7) Investigate if Facebook ads will help your practice 8) Focus on improving online reputation for your medical practice 9) Add useful apps to your website, like, ChatBot, Texting/SMS from website and appointment requests.

Question 2: Is a website required for my medical practice? 

Answer: Yes. If you are a medical professional and you want to grow your practice, time has come to get a professional medical website that is designed for high conversion and high medical SEO.

Question 3: Can I just get one those free websites and add my name to it? 

Answer: Yes you can, but the chances are you will not be able to compete with you competition. Digital landscape has changed significantly in the last few years. It is simply not possible to have a static website and think that your potential and existing patients can find you online. We recommend investing high quality medical marketing website, that is based on original SEO content, and A/B tested design for high conversion.

Question 4: Why does it have to be so hard, I can just get it done once and forget about my online headaches? 

Answer: Unfortunately, it is not as simple as that. Medical marketing for doctors requires multiple steps and processes. It is not a one time “switch”. It takes time and quite a bit of money. It also requires commitment and engagement from the medical practice owner or practice manager.

Question 5: I have heard the medical marketing is complex these days, but do I really need a specialized healthcare marketing company?

Answer: Yes, you do. It is complex and getting more complex everyday. Having an excellent medical marketing company for your medical practice is key to your success. As a physician, you already know how to treat various illnesses and injuries. You see symptoms, and then you determine the best treatment for them to feel better. Promoting your medical practice to make it successful is not that different! The experts at PatientGain.com will work with you, side by side, to develop a “treatment plan” to rid your healthcare marketing of any symptoms that could be holding it back and help you grow your patient count.

Question 6: I have been told that my SEO is low because my website content is not “unique”, what does this mean? 

Answer: The content of your website is often the most influential factor in how it will perform in making your business a success. “Content is King” is not only a catchy phrase but, in many cases, very true. Medical SEO of your website requires that you have high quality content on your website. You cannot copy and paste content from another website. Basically you would hurt your own SEO. Search engines are very intelligent, they can determine if you have plagiarized content on your website

Question 7: What exactly is Medical SEO

Answer: SEO is short for search engine optimization. SEO is a marketing concept that is applied across many industries, not just the world of healthcare. When you apply search engine optimization improvements to your website, you are making it easier to be understood by search engines. The vast majority of your new patients are going to find your medical practice using search engines, specifically Google. SEO helps your website gets to the top of search engine results.

Medical SEO focuses on target keywords patients who most likely need your services will use to find your practice. Improvements are made to your website that focus on those keywords. Generally, Medical SEO improves content, so that target keywords are used strategically throughout your website, so search engines begin to associate it with your medical practice. This process of improvement is a tedious task and requires industry knowledge, technical understanding of search engine algorithms, and command of english language (in USA and Canada).

Question 8: What is Local SEO? 

Answer: Local SEO for doctors is also known as Local Medical SEO. This is a strategy that helps your medical website to appear in the top area of Google search results. This area usually appears after the paid ads. This has 4 specific areas 1) Google maps 2) Business listing  3) Google reviews and rankings  4) Links to website and phone number. Medical local SEO is extremely important for your medical marketing for doctors.

Question 9: What is Technical Medical SEO? 

Answer: Technical SEO is the technical parts of your website that make your website work. Making sure these elements are running without any problems can help boost your overall organic search ranking. Technical SEO is a subset of On-Page SEO, but this aspect does not focus on the content that is on your website but other essential factors that impact your organic rankings and overall website performance.

Question 10: Can I just “buy” SEO and get it over with? 

Answer: No, you cannot “buy SEO” from Google. You have to build your website’s medical SEO rankings over a period of time. It takes a lot of time and effort (hence money) to build the medical SEO of your clinic’s website. Yes, it is free from Google’s perspective. When compared to Google search ads, medical SEO and local SEO for doctors, dentists and other type of practices is free. However there are 2 main ways to build your SEO over time. 1) Do it yourself  2) Hire a professional medical marketing company in US and Canada.  We recommend no 2.

Question 11: Which one is better? medical SEO or medical advertising?

Answer: The goal of both medical SEO (Search Engine Optimization) and medical advertising is to put your website in front of the faces of people who are possibly looking for your medical services. Medical SEO works on the organic side of search results while medical advertising works on the paid search result side. Medical SEO is a long-term strategy, taking months if not years to secure top spots, while medical advertising is more immediate.

Both strategies are designed to improve your patient count, and complement each other. They do not replace each other, however there is some overlap. As a healthcare provider, you want to focus on both, if you want to have a thriving business. In rare cases, you will not need medical advertising.

Question 12: Are there any specific steps strategies that I should avoid?

Answer: Yes, you should avoid risky and unproven gimmicks. Remember, if it’s too good to be true, it’s probably a bad idea. Here is very good starting page that outlines risky strategies.

Question 13: What is included in healthcare marketing?

Answer: PatientGain’s 2 most popular healthcare marketing packages are GOLD and PLATINUM. They are both comprehensive service offerings. Generally, your healthcare marketing should include 6 key items: 1) Excellent patient care 2) Your practice’s website 3) Online reputation of your practice 4) Online SEO rankings and online advertising 5) Social media presence involves posts and advertising 6)  Patient communication strategy

Question 14: For my medical marketing website, why can’t I just use a drag and drop website builder?

Answer: Of course you can. However you are not likely to see good results. You should hire a professional medical marketing company like PatientGain or some other company that specializes in healthcare, is HIPAA compliant, and provides key important services for your healthcare practice: 1) Deep healthcare experience 2) Technical team focused on improving your online performance 3) Excellent customer service delivery 4) Website system of proven platform like WordPress 5) Commercial grade WordPress hosting 6) Project manager and technical team for direct access 7) Content writers for medical procedures 8) Medical SEO expertise 9) Digital advertising expertise

Question 15: Is there a project manager included in PatientGain’s healthcare marketing?

Answer: Yes. PatientGain’s monthly services for GOLD and PLATINUM included 2 staff members who are your primary point of contact. 1) Project manager 2) Technical website and apps manager. Both of these staff members can be reached by 1) Texting 2) Email 3) Zoom.us meeting and 4) Scheduled calendar meeting. There is entire team of skill-sets, staff and apps work behind the scene for you. For example, we have dedicated staff who optimize and manage your PPC/Social Media campaigns. Your medical marketing performance dashboards are available to you all the time, from mobile devices and desktop. You also have multiple-user role based access (per HIPAA) for your staff.

Your medical marketing performance dashboards are available to you all the time, from mobile devices and desktop. You also have multiple-user role based access (per HIPAA) for your staff.
Your medical marketing performance dashboards are available to you all the time, from mobile devices and desktop. You also have multiple-user role based access (per HIPAA) for your staff.

Question 16: Are there any monthly account reviews included in PatientGain’s healthcare marketing?

Answer: Yes. PatientGain’s monthly services for GOLD and PLATINUM customers includes monthly account reviews. In fact you will meet with your project staff more than once a month, as we launch your medical marketing campaigns.

Question 17: What is the impact of COVID-19 pandemic on a clinic’s healthcare marketing?

Answer: Covid-19 pandemic’s negative and long lasting impact is not only on patient’s well being, deaths, it is also impacting negatively many healthcare practices. We see transition towards 1) More telemedicine services 2) More effective online campaigns 3) Less spend on traditional mediums, like billboards 4) More focus and spend on digital advertising 5) More focus on SEO and content marketing.

Question 18: How do you calculate ROI (Return On Investment) of a medical marketing campaign?

Answer: The formula for Marketing Return On Investment (ROI) Formula is (Total revenue generated Minus dollars spent on campaign) Divided by dollars spent on the campaign. Lets review a customer example: A medical practice located in California, wanted to launch “medical weight loss” campaign. Using PatientGain’s GOLD service, monthly budget for the campaign was set to $2400 per month, it would run for initially for 6 months. Typically ROI is measured in “times”. See example below.

Medical Marketing ROI Formula
Medical Marketing ROI Formula

On average, over the next 6 months the campaign generated 845 inquiries from Google adwords (70% of the budget) and Facebook+Instagram (30%) of the budget,  averaging 140 leads per month. With a close ratio of 26 percentage (meaning out of 100 leads, 26 of the leads converted to patients). At 26 percentage, 36 new patients converted from 140. Each patient spends certain amount on the medical weight loss service. Ranging from $300 basic to $4000 package. On average each patient spend is $1800.  So on a monthly basis :

Revenue: 36 x $1800 = $64800 /mon
Campaign spend: $2400 / mon
$64800 – $2400 divided by  $2400 = 26 X
So the ROI is 26 times 

Question 19: How do I see results from my investments in medical marketing?

Answer: We highly recommend using a digital marketing company that 1) specializes in healthcare field  2) offers you instant access to your data – meaning that you have live dashboards based on real-time data  3) avoid companies that just send you a monthly SEO report 4) check the medical SEO rankings for the company – for example go to Google an type “medical SEO” and see if they show in the top area of the Google search (Ignore the ads).

Question 20: What is medical marketing funnel for healthcare practices & how does it benefit my practice?

Answer: Funnel medical marketing is the journey a patient takes from first being aware of your medical practice to finally become a patient. In other business areas, such as retail, this can sometimes be known as a sales funnel or a conversion funnel. So why is it called or shaped like a funnel? It is shaped like a funnel because the number of people that eventually convert and become patients will be far smaller than the number of people who begin their journey. In other words, if 100 people visit your website for the first time, you should not expect all 100 of those people to become patients eventually. You will lose people along every step of the journey. If you visualize this smaller and smaller pool of potential patients, it begins to look like a funnel.  Read more about medical marketing funnels here.

Question 21: For my practice’s medical marketing, do you provide or write content?

Answer: Yes, we do. We have a team of content writers. Depending on specialty and complexity of procedures, content is assigned to different content writers by your project manager. Content marketing is an essential part of your digital marketing. Content marketing is just not limited to “text” on your website, it should focus on building your brand, and branded images should be used on your website, with quality content. Depending on your service package, we write more content for you.

Question 22: For my practice’s medical marketing, should I setup Facebook or Instagram campaigns?

Answer: Yes, Facebook and Instagram campaigns can add value to your marketing.  Facebook and Instagram posts are free, meaning that Facebook and Instagram does not charge you to post content. However the reach of the posts is limited. If you trully want to reach audiences who fit your target patients, you would need to advertise.  Facebook and Instagram apps are linked to each other (actually Instagram is owned by Facebook). Creating a Facebook and Instagram campaign can be a simple process. But if you want to get benefit of laser focus advertsing, you will need to spend a lot of time learning and going through trial and error. We counted 44 differnet settings in our Facebook and Instagram settings.  So recommend hiring a professional team.

Question 23: How does Facebook and Instagram tracking work?

Answer: Facebook  and  Instagram tracking is done by adding pixel to your website. The pixel is for tracking conversions and getting data from your website visitors. The pixel also allows us to retarget all of your website visitors through Facebook and Instagram. That means any patient who lands on your website through their own research outside of using Facebook, such as they use a Google search or Yahoo to go to your website; The pixel will essentially “cookie” the visitor so we can always stay in front of them through Facebook ads.  It is also used for tracking so if a person goes on your website and goes to the “elbow pain” page we can retarget them specifically with ads about elbow pain since they visited that page on your site and that was most likely their pain.  This is a common practice in today’s marketing software and conversion tracking. The converted leads are listed in your PatientGain dashboards.

Question 24: What is schema, and how does it impact the SEO of my medical website?

Answer: Schema is another name for structured data markup. Much like other search engine optimization strategies, it helps a search engine gain context and information about your website’s content. The options on what you can mark up using schema are quite large and are organized into a hierarchy of sorts. With schema there are “types.” There are a set of “types” associated with a set of “properties.” Schema, much like all things involved with SEO, is also evolving and changing.

Question 25: Do I need to “Socialize” and be present on every social media website?

Answer: No – you do not need to be present on every social media website. Only on the important ones. Social Media can be a powerful tool to connect with current and potential patients. On social media channels you can share:

  • Announcements
  • New Services
  • Special hours
  • New Hires
  • Patient Feedback
  • Pictures of your facility

Social media often is the best way to engage with your patients. While you should certainly keep in mind any HIPAA restrictions, it is a great way to answer quick questions and share information about your practice. Don’t fall into the trap of only posting things about your medical practice. Patients do not want to be “sold” to every time. They visit your social media page. Share news about your practice, but also local events and health care news.  Many social media channels also allow you to use paid advertising to reach current and potential patients. Advertising on social media allows for more refined targeting compared to search advertising. On social media, you can target not only by location but by gender, age, income, and interests.

Question 26: I want to run advertising campaigns on Google and Facebook, but only ON and OFF when I need patients?

Answer: In a perfect world, it would be nice to turn on a switch and start receiving flood of qualified patients only. Real world does not work like this. Just like operating your healthcare practice, running and managing your online healthcare advertising is not easy.  Here are some things to avoid. 1) Don’t start and stop campaigns – Data is needed to make adjustments to your campaign. Professional online advertisers, look at the campaign data, keywords, negative keywords, conversion pages, quality of patient behaviour to make adjustments  2) If you have a small budget and you are in a very competitive market, you are NOT likely to see any results  3) Have enough advertising budget for your advertising, basically marketing is NOT equal to advertising. 4) Do not switch advertising mediums too quickly.

Question 27: How do wait times impact a patient’s positive experience?

Answer: No patient wants to wait to be seen by a doctor, and many patients expect there to be some wait before their appointment begins. However, if they have the impression that a medical practice is not respecting their schedule, they will become frustrated. A medical practice needs to avoid excessive wait times. Over 3/4th of the population say wait times are a significant factor when selecting a doctor. Nearly a quarter of patients have said they have switched doctors solely because of excessive wait times.   Communication is vital in these situations. Medical practice needs to be upfront with a patient if they are running behind and giving them an accurate estimation of their wait time in the waiting room. A patient will appreciate honesty and a staff trying their best to keep them informed. Saying “I don’t know” or “In 15 minutes” every 20 minutes will lead to a negative experience.

Question 28: What good guidelines can a medical practice follow to ensure they remain HIPAA compliant when developing a digital marketing plan?

Answer: Things a medical practice can do:
• Provide general information about treatments to patients and healthcare news. This information should be broad and be used to attract new patient leads. 
• Promote the certifications of providers and staff at a medical practice have to showcase their expertise in treatments. 
• Share any professional honors providers or staff have received. 
• Before placing a patient on an email marketing list, ask for a patient’s permission first.
• Seek out third-party vendors that have experience in maintaining HIPAA compliance.
• Ensure that no PHI identifiers are in any images used for marketing campaigns or social media posts.

Question 29: How do you start your medical marketing campaigns?

Answer: Start with setting up marketing objectives. There are differences between marketing objectives, KPI (Key performance indicators) and goals. See an example from Google’s marketing team below. There are 3 key areas hoe Google’s team looks at results. 1) Monthly objectives (MO)  2) Examples of KPI’s  3) Examples of campaign goals. PatientGain’s dashboards build this data for you automatically and you are able to results from your campaigns in a single dashboard. Medical marketing apps and algorithms from PatientGain leverage machine learning, data mining and intelligence  to score conversion rates of your leads. This enables us to add useful, valuable content to your medical website. 

How do you start your medical marketing campaigns?
How do you start your medical marketing campaigns?

Question 30: Is technical SEO important? I have rec’d multiple sales people calling me that my technical SEO is not good?

Answer: Yes, Technical search engine optimization is very important. Structure and placement of objects on your website is crucial to how Google reads your website. Conversion tracking is also very important.  A/B testing and conversion assessment is an ongoing process and cannot be done manually by humans. It requires software tools, experts in design and software engineering. Even Google has many initiatives related to how digital healthcare can be improved. 

Question 31: I have grown my medical practice over the last 10+ years, and I am using so many apps and service providers, how can I simplify?

Answer: This is a common problem. Most practices use anywhere from 3 to 11 different apps. However 5 to 8 is a very common scenario. For example, Dr Tran, has a very successful practice as a aesthetics and dermatology specialist . He has recently opened a second location also. This is how he was setup:

  1. Website SEO company $450 /mon
  2. Hosting is on WordPress, on GoDaddy – $40/mon + some additional fees total is $100/mon
  3. Advertsing on Google $1000/mon + company manages ads, charges him $300/mon, in addition to ads budget
  4. For social media posting he pays $350/mon. The same company runs ads on Facebook and Instagram Ad budget is $600/mon
  5. For reputation management, he uses another company $299/mon for the first location, and now the 2nd location will be additional cost
  6. Email marketing is setup with MailChimp, there are approx 11,000 contacts in the EMR, so the monthly cost s $170/mon – However, it does not include the content for the newsletters that needs to be created, every month. The front desk staff does not have time to do this. Doctor has been looking for someone else to help with this.
  7. For patient intake forms, the practice tried using the EMR registration process, but patients were not filling out the forms online. So the doctor has hired another company to handle the HIPAA compliant digital forms. $250/month.
  8. For HIPAA compliant online appointments, the practice has been using ZocDoc, but they have increased their pricing recently based on each provider. Physicians now pay an annual $299 licensing fee, rather than the previous price of $3,000 a year, and pay a charge for new patients booking through Zocdoc that ranges from $35 to $110 based on their specialty.
  9. To increase patient engagement, practice is using a medical Chat Bot – Cost is $300/mon.
  10. Practice is also considering HIPAA compliant texting app, so the clinic staff can send texts to patients. This will be another $200 to $300 per month.

Summary: Adding all this up, it is more than $2000 per month, 8+ companies, plus $1600 in advertising on Google and Facebook. This was replaced by a single vendor solution, and costs 50% less with better results, GOLD and PLATINUM service provides all of these services.

Question 32: Why do health care business owners often choose digital marketing for the healthcare services they offer?  

Answer: Many owners like how quickly digital marketing can respond to their needs compared to traditional marketing methods. While results can take time to appear, an owner can update and change their digital marketing plan quickly compared to traditional methods. For example, if an owner wants to change a digital ad, they need to upload a new picture. If it was a billboard, chances are they are stuck with that choice for several months.  

Some of the most widely used and effective digital marketing techniques used today include:

Question 33: What Does a Medical Marketer Do?  Do I Need One?

Answer: In a summary, am medical marketer’s task is to execute a medical practice’s marketing plan, and build the business for a provider. A medical practice needs to promote its business to be successful and compete with other medical practices in a community. The owner and doctors at a medical practice are entirely too busy to give the proper amount of attention to marketing their healthcare business. With that in mind, a medical marketer is often tapped to provide marketing support for a medical practice. They have a wide range of skills and marketing strategies to successfully promote a business and work with doctors, owners, and other stakeholders to develop an effective medical marketing plan. Learn more about how a medical marketer can improve your practice.

Question 34: Does it make any difference if my healthcare website domain is with Google domains VS some other domain hosting company?

Answer: Yes. If your domain, and name servers are on Google domains, you will see improvements in the initial lookup of your domain name. This is the first step when an SEO search click is initiated. So basically your website will load “quicker” as over 96 percentage of the searches are happening on Google in US and Canada. Page load on mobile is now a very import factor for your dental SEO or medical SEO rankings.

digital marketing for the healthcare services
digital marketing for the healthcare services

Case study: Impact of good content on your medical marketing

In the example below, we will walk you through a real example. In Nov 2019 customer signed for PatientGain Services. Example medical clinic has 3 locations, and is located on the east coast,  starts using GOLD service from PatientGain. With specific focus on improving organic traffic from Google search engine.  The  medical clinic has been in business for 16 years. They have gone through 5 different online website services in the last 16 years. In the 3 locations, they have total of 13 providers, 28 exam rooms, and their services include 1) pain management 2) fibromyalgia treatment 3) complex regional pain syndrome  4) vertebral fracture 5) spinal cord stimulators 6) interventional pain medicine 7) kyphoplasty & sacroplasty 8) peripheral nerve stimulators 9) sacroiliac joint fusion  and several more. 

In the diagram below, at launch Nov-dec 2019 data was as follows: 

  1. The website had been in place for 16 years.
  2. Over 100 pages of content – majority of the content was plagiarized and copied from other sites  
  3. Website was on a shared server, very cheap hosting, so pages will load but slowly
  4. Mobile friendly 
  5. Technical structure of the website not well
  6. Average of 36 organic clicks per day 
  7. Average of 8K organic impressions per day

So overall you would say, they are doing OK. 

In the diagram below, data was as follows: 

  1. The website was redone using WordPress and PatientGain‘s apps in December
  2. Over 100 pages of content – had been cleaned up. Resulting in 62 good pages of content, and addition of specific service based pages.
  3. Website was moved to Google Cloud Servers 
  4. Mobile friendly and mobile optimized, A/B tested design. 
  5. Technical structure of the website was totally redone – 20 apps and a Medical CRM was added 
  6. Average of 132 organic clicks per day 
  7. Average of 23K organic impressions per day

So overall 36 organic clicks to 132 organic clicks per day is a big improvement. Number of impressions per day increased to 23K per day.

Another important factor, not measured by this diagram is the actual patient count, which improved also, similarly.

So what was done?  Content improvement was the major effort. Hence by adding high quality content, staying on-topic, and providing useful information on your medical website, not only you will serve your patients well, you will also increase SEO rankings and serve your wallet well. 

Impact of good content on your medical marketing
Impact of good content on your medical marketing

Medical Marketing Is Moving To Online Mediums

Best medical practices are now using Medical Marketing CRMs to gain competitive advantage. These marketing CRMs are connected and integrated with medical websites and intelligent patient engagement ChatBots.  

What is a Medical Marketing CRM ?

As patients interact with your website, your email marketing, Texting/SMS, Facebook business page, you would want to store the information about each interaction in a database.  This database is called a medical marketing CRM (HIPAA Compliant). It is an intelligent software that can also integrate with your EMR or EHR system securely,  and leverage the hidden useful information in your EMR. So medical marketing CRM software is used to store prospect patient information and patient interactions, before a patient becomes a patient.  Many times, after a prospect patient has been converted to a patient, you would still want to keep the patient information, in addition to your EMR.  EMR and Practice Management or Patient Billing/Revenue systems are not designed to market to patients.  Lead capture and follow up is becoming important as patients require multiple touch points. 

In addition your medical marketing CRM should integrate with  software based on intelligent Bots. The intelligent ChatBots are becoming increasingly an essential part of a medical marketing strategy for doctors in US and Canada.  Our data shows that by using in integrated medical marketing CRM, your ROI will increase 4% to 11% from your online advertising dollars. Reason: A lead-capture CRM database connected to your website, Facebook allows you to automate patient acquisition. 

Medical Advertisement is More Than Putting a Sign-out Front Saying, “Accepting New Patients”

As the owner of a medical practice, you need to advertise your business to maintain and build your patient count. Medical advertisement is more than putting a sign-out front saying, “The Doctor Is In.” While this may work in the movies, a bit more effort must be made by a business owner in the highly competitive world of healthcare to achieve the results they want.  Read more about 8 Good Medical Advertisement Examples For Doctors.

What Are Three Basic Components of Successful Medical Marketing?

There are dozens of things you can do to improve your medical marketing.  However as a physician or medical practice manager’s point of view it boils down to:

  1. Getting Found: Getting patients to get to your website
  2. Conversion: Once the patient is on your website, do they take an action?  
  3. Follow Up: Once patient has given you the phone number, or Email address or texted you from the website, how do you efficiently answer questions and provide a reason for the patient to become your customer.

Once you have understood these basic 3 high level strategies, you now have the ability to look at applications, services for your medical marketing. You may decide to do following :

  1.  Do it yourself – much harder and often you will not get desired results – there is a lot of trial and error in medical marketing, concepts and technology is changing too fast. 
  2. Hire a medical marketing company to do it for you.
  3. Hybrid model.  Where you can have pieces of technology from multiple companies and use your own website.
Medical Marketing For Doctors
Medical Marketing For Doctors

What is Medical Marketing For Doctors?

Medical Marketing is also known as healthcare marketing or if you are a dentist, dental marketing. It is not one thing, it is a combination of your medical services, how you present your medical practice, your staff, your website, your SEO, your software, your online reviews, your traditional advertising, your social media, your digital presence and online advertising.