You’ve had a website for your medical practice for more than a decade. You keep it up to date and track its performance regularly. In fact, it’s become a reliable tool that streamlines your patient intake practices and simplifies the way patients make payments or schedule appointments. But are you using your website as a medical marketing tool that generates new patient leads or offers everyday solutions to your patient’s health and wellness concerns?
Far too many medical practitioners still believe that a static brochure inspired website is acceptable. Here are five tips to determine if your site is doing everything it should to support your medical marketing efforts.
Content is still king
Content is still the vehicle that drives online marketing. It takes various shapes nowadays ranging from blogs to emails. Websites that don’t publish engaging and useful content frequently are dead in the water. To measure up to today’s standards, your site needs a rich combination of various content including:
- Blog posts
- White papers
- Video clips
- Slide shows
- Press releases
Whether you’re a cosmetic surgeon sharing tips on how to get the most out of liposuction or a primary care physician encouraging your patients to get their flu shot, your medical practice has something to share.
Creating relevant, timely and engaging content is a full time job. If you need ideas or simply want a turn-key solution ask us about our online marketing services.
Local search results
CBS News reports that one third of the United States population turns to the web to diagnose a medical condition. Up-to-date medical practice websites need to be optimized to turn up in search results, or those users will end up finding competing practices. Here are quick steps to ensure your site is optimized for ranking on first page search results. These tricks provide search engines with the information they need to index your site and serve up your content when relevant.
- Research and identify suitable keywords for your practice and specialty
- Utilize best practices for your site architecture, such as relevant page titles, people friendly URLs, header tags and complete metadata descriptions
- Implement a sensible and natural linking structure that consists of internal and external links
Think mobile first
Patients are on the go now more than ever before. Smart Insights reports that consumers spend 51% of their time on a mobile device compared to 42% on desktop. Bottom line, if you aren’t developing digital marketing campaigns that cross platforms, you’re not meeting your patients’ expectations.
Your website should be designed to perform on various devices ranging from desktops to tablets to smartphones. Make sure your site is optimized for mobile browsing, so prospective patients searching for your practice services and expertise can access your website to get the information they need.
Websites should be interactive. “Pushing” information at your visitors simply doesn’t work anymore. Consumers are more discerning about what they consume, read, accept or acknowledge. It’s essential to ask for feedback and evaluations about their experiences with your practice.
How you engage your audience can range from emailed surveys to requested testimonials. Use relevant social media platforms such as Real Self and Facebook to build trust and engage with patients directly.
With more than a billion people on various social media platforms, your medical marketing strategy needs to include maintaining a social media presence. Here are a few quick ways to get traction.
- Add social media icons that link to your social media presences to your website’s header or footer
- Use social media widgets on your site and blog to encourage sharing and likes
- Create profiles for your practice on relevant platforms
- Build your list of followers through social media advertising
Updating your website becomes overwhelming very quickly. Relax and take calculated baby steps to get started. Consider ways to refresh your online activities with a look into your content strategies, social media efforts and search engine optimization initiatives. Don’t lose sight of your goals and remember that a vibrant and healthy medical practice website is a solid way to drive new patients to your practice and to engage your existing ones. If you get stuck, we’re always here to help.