Medical Digital Marketing
When it comes to medicine, most people assume that it doesn’t go with “marketing”. They actually feel uncomfortable when they hear things such as “medical marketing”. However, the healthcare industry has become more competitive than ever, and the online world plays a major role in this competition. In fact about 10% of all Google searches are health-related. That’s a considerable number. The rise of COVID 19 pandemic has also turned this industry more online.
Therefore, it’s extremely crucial for all healthcare professionals to use digital marketing to promote their valuable and problem solving services.
If you’re a doctor, a surgeon, a nurse or a clinic manager, keep on reading to find useful information on digital marketing for healthcare professionals.
Why digital marketing for doctors should be taken seriously
There are 70,000 health-related searches per minute, every day.
That’s a whopping 100 million searches everyday looking for answers to health problems. This number shows that users are depending on the internet more and more to find their health problem solutions. These problems could be questions regarding symptoms, finding informative articles or finding a reliable health expert. In all these cases you could show up with credible content, creating trust and eventually getting users to visit your website and hopefully picking up that phone to make a call.
In other words, if you’re not taking medical digital marketing seriously, you’re missing huge chances of finding hundreds of new patients and also you’re letting other healthcare professionals become the trusted source online.
Now what exactly is medical digital marketing?
Medical digital marketing is leveraging all online marketing methods and electronic devices to drive prospects to medical businesses. Digital marketing for doctors uses one or more of the following channels:
- Search engine marketing
- Online ads
- Social media marketing
- Email marketing
- SMS marketing
- Website marketing
- Content marketing
- Videos and YouTube marketing
Medical digital marketing helps doctors reach wider audiences who are also more likely to buy at lower costs in comparison to traditional marketing methods.
Medical digital marketing vs traditional medical marketing
We have all been the target of traditional marketing at one point in our lives. We’ve all seen billboards or received flyers or picked up the newspaper only to see countless ads on it. Digital marketing however mostly uses the internet to market a product or service to its users.
Now both traditional medical marketing and medical digital marketing could have their own potentials and uses, and when possible, it’s better to use them in completing parts. That said, it’s better to know their differences to use them in the right place.
Medical digital marketing is more Cost effective
Before we get into this, we must say that digital marketing is not cheap. It actually needs a good budget. However, in comparison to traditional marketing, it is way cheaper.
For instance you might pay a much lower price for a digital banner on a website with millions of visitors per day than what you pay for a billboard on a street. Also costs like designing a digital banner, could be much less than designing and printing published billboards.
You can reach a Wider audience with medical digital marketing
The possibilities are endless when it comes to digital marketing, not only can you reach millions of audience daily, you can also target them more carefully. That means choose the exact audience that you’re looking for in terms of demographics, search queries and online behavior.
Digital marketing for doctors is more measurable
Measuring a marketing campaign is super important as it can determine your future efforts and investments. Now as you might have guessed, traditional marketing methods are not easily measurable or sometimes at all measurable. For instance you can not measure the effect of a billboard on visitors in any effective way. But you can totally measure how many visitors a digital banner drives to your website and the way they interact with your business.
Medical digital marketing is more interactive and less invasive
Have you ever hated the way TVs throw ransom commercials at you in the middle of your favorite tv show? Well with digital marketing this feeling could be totally adjusted, there are many ways to reach people when they are actively looking for services/products similar to yours and therefore not invading their privacy.
You can build more trust with healthcare digital marketing
Trust is the key to a long term fine relationship with customers. With digital marketing you get to build this trust slowly but surely. You can never build solid trust with conventional telemarketing. But with digital marketing methods, such as content marketing, you get to be there when your potential customers need trustworthy information and build trust for them.
What are healthcare digital marketing methods?
Digital marketing has countless methods that can be chosen based on the industry and field. Usually a combination of these methods works best for many businesses.
Search Engine Optimization or SEO
SEO is the process of optimizing your website for users to have the best experience when visiting it, so that search engines (especially Google) rank your website higher every time users search for related queries to your business.
For instance by providing useful, fresh & unique content and by implementing specific technical optimizations, Google would show your website when somebody is searching for “best dentist in Dubai” or “best treatment for adult acne”.
One great benefit of SEO in doctor’s digital marketing is that it will be more cost-effective in the long term, as pages which get higher ranks tend to stay there for a long time.
Content Marketing for doctors
Content marketing is basically attracting your target audience by creating, publishing and promoting constant, relevant and unique content for them. The more engaging and enticing the content is, the more potential it has to keep users, make them share it and also become leads.
One amazing benefit of content marketing for doctors is that it builds a great amount of trust and credibility. This is especially important because people need trust in the healthcare field.
Medical Social Media Marketing
You can do marketing in social media by creating engaging content, participating in social discussions and running advertisements on social media such as Instagram, Facebook, LinkedIn and twitter.
Medical Social media marketing is also perfect for creating brand awareness and brand loyalty.
Online Ads for healthcare professionals
Online advertising is one of the best digital marketing tools for creating instant valuable traffic and leads for the medical industry. Whether you own a beauty clinic or you are a physician looking for more patients, online ads such as Google Ads, are the perfect tool.
Online ads are usually very affordable and also highly targeted and measurable.
How to build your digital marketing strategy?
If you are looking into medical digital marketing, you first need to consider and build a digital marketing strategy.
A medical digital marketing strategy is a document that outlines your practice or business’s goals and ways of achieving them through various online channels.
Follow the following steps to build yourself a starting healthcare digital marketing strategy:
1. Define your goal
The first step to developing any strategy is determining its goal. You have to think about what it is you want to achieve with this strategy very carefully. Of course this digital marketing goal should be in line with your overall business goal.
Also your digital marketing strategy goal should be detailed and reasonable. There’s a common model for making sure your goal is just that, and it’s called the SMART model. Based on the SMART model your goal must be:
For instance, getting 1000 visits to your practice’s website through ads on health article websites during the next three months is a SMART goal.
2. Define your target audience
You need to know who you want to reach as part of your digital marketing strategy. This helps choose the ways of reaching them.
You can use research, surveys and interviews to find out your exact target audience. Of course assumptions are not the way to go here, since they could easily be wrong and ruin your marketing budget.
3. Identify the tools & channels you’ll be needing
After you know the people you’d like to reach and why you’d like to reach them, it’s time to set how you’re going to do that. This highly depends on your buyer persona or target audience. For instance if you’re a medical equipment company, looking to sell to clinics or doctors, you could use LinkedIn as your channel to reach decision makers and in-depth articles as a tool to impress them.
4. Build your digital presence
Before you go any further, it’s time to take a look at your current digital presence and establish the parts you already have and the parts you’ll need to create. For instance your website design, your social media accounts, your content & …
5. Create a content calendar
Content is an essential part of digital marketing. It is the foundation of pretty much everything, from SEO to social media. So as the next step you’ll need to have a calendar with all the types of content you’ll be needing for each of your channels.
6. Measure and analyze results
Whatever your digital marketing strategy is, you must have a way to measure the outcome. This measurement helps you find the effective segments to keep and even boost and the not so effective parts that need to be omitted or adjusted for the future.
Who can benefit from medical digital marketing?
We hear it everyday from our clients, how they don’t think digital marketing works for them. Well based on data and our experience, that is 98% wrong. Pretty much anyone who’s active in the healthcare industry can use medical digital marketing. Here’s a list of all the people who can use it.
Medical equipment companies
Mental health clinic
Rehab and addiction treatment
10 Amazing Digital marketing tips for doctors
Here are some effective tips to get your medical digital marketing started.
In-depth and accurate articles
Creating in-depth articles for answering users health related questions is one of the best ways to build your medical digital marketing. You can create regular content for your website and publish them. These contents can also be promoted through various methods.
Accurate articles not only help the SEO of your website, but also help show you as a reliable source of medical information to potential patients and clients.
Visual content especially videos are in demand more than ever. The growing number of youtubers is an indicator of just that.
Creating informative videos could be an excellent digital marketing tactic. These videos could be published through YouTube and Instagram as well as your own website.
Social media content
Social media is the perfect place for raising brand awareness. It’s important to be present on social media. Of course not all media work for everyone. But you can choose the best one for your business and create content suitable for that.
Online directory registrations
Submit your business and its website to online directories. These days people still use directories to find service providers, but these directories are all online.
Google Search Ads
Use Google Search Ads to show your website for related search queries. The good thing about Google Ads is that you only pay when your ads are clicked, there’s minimum click fraud and your overall budget is completely in your hands.
Run local ads online to show up for search queries in a close area. This is especially good for users who run “near me” queries. These people are also usually more likely to convert to actual patients.
Get listed on review websites
Take the power of reviews seriously. Good reviews could be the best marketing asset anyone can ask for. Get your business and practice registered on review websites. Also encourage patients or clients to leave reviews on them if they’re happy with your work.
Get online bookings
Implement online bookings on your own website. This could make the process of visitors becoming actual patients much easier.
We admit email marketing has become a bit old, but it is still a very effective method. Especially if users have subscribed to your mailing list or left you their email willingly.
You can notify patients of clinic offers or new informative content through email marketing, increasing the conversion rate.
Get a beautiful, fast & responsive website
Having a fast and smart website that looks well on both mobile and desktop, is a great way of leaving an amazing first impression on visitors. Potential patients or clients are more willing to trust doctors or clinics with modern and beautiful websites.
The world is moving fast towards an online word. In a couple of years all traditional marketing methods will be replaced by digital ones and patients will not trust doctors or healthcare professionals with an online presence. If you haven’t still designed a healthcare digital marketing strategy for your business, it’s best to consider it sooner.