Digital Marketing for Medical Practices: 6 Tactics That Will Grow Your Practice in 2020
As a business, you’re under pressure to consistently increase your medical practice’s revenue and maintain a competitive online presence. How can you continually increase revenue and grow your practice? Digital marketing is the answer.
This may seem too good to be true, so we’ll introduce how digital marketing does this at a high level and break down tactics specific to medical practices that drive results.
Digital marketing’s primary goal is to acquire qualified leads at an affordable and profitable cost while developing a strong web infrastructure. What does this mean for a medical practice? Through digital marketing efforts, medical practices will acquire patients and/or partnerships at costs that are profitable for the practice, therefore increasing revenue quarter after quarter.
How do digital marketers do this?
Paid Acquisition & Pay-Per-Click
There are thousands of medical-related searches typed into Google every day. Of these searches, a significant portion of users are trying to find a medical practice or service. Google is the modern day’s Yellow Pages. Whenever a user needs to find a company, service, or product, they turn to Google to quickly find their answer. Therefore, Google has created a service named Google Ads.
Google Ads, also commonly known as pay-per-click, is a paid acquisition mechanism. When a Google search is made, there are Google “ads” that are paid placements at the top of the search results page. These ads are created by digital marketers and are highly relevant to the search term.
Therefore, when a medical practice or service is sought after, digital marketers are able to target these search terms and provide an opportunity for lead generation.
Additionally, there are other platforms that provide opportunities for paid acquisition, such as Facebook and LinkedIn. These social media platforms have advanced targeting options that allow digital marketers to target the audience your medical practice serves or would like to serve.
Through a cohesive paid strategy, digital marketers are able to target your exact audience, build awareness to this audience, and drive lead generation and sales.
The days of a “cold lead” are made obsolete by digital marketing.
Design & Branding
Every company needs to have a “story” that their brand and mission stand behind. Although this may not seem necessary, it is essential when digitally acquiring new leads as it proves legitimacy to the potential customer and can act as a selling mechanism. Users want to choose a medical practice that brands itself as authoritative, knowledgeable, and caring. This is the intended impact branding should have.
As digital marketing professionals dedicated to the healthcare space, we plan strategy sessions with healthcare companies and medical practices to identify the story, mission, and value points of the company. This allows both teams to create a legitimate brand, its mission, and powerful value points for the company.
Once this brand is established, design follows. Our design team incorporates the story, mission, and value points graphically. This allows a potential lead or customer to feel powerfully attracted to a medical practice. These all play a large role in the generation of a lead for medical practices.
CRO & Website Development
Once branding and design have been established, it is time for the website to be created. Not only do we build “attractive” websites, but we build a site based on a practice called Conversion Rate Optimization or CRO.
Conversion rate optimization is exactly what its name implies — using best practices to increase the rate of conversions. This manifests itself in creating a design-friendly website that pushes a user to WANT to convert, rather than simply providing the conversion mechanism.
Additionally, our development team at OM has the capability to build websites natively and through a content management system (CMS). This allows your medical practice to build and create the perfect website.
ABM & Email Nurturing
Once an established brand and website are built, our next processes include continued outreach to our targeted audiences through ABM and nurturing our current user base with an email sequence. In addition to paid acquisition through Google Ads, Facebook, and LinkedIn, there is another mechanism for acquiring high-intent leads and that is ABM.
Account-Based Email Marketing (ABM) is a strategy of sending emails to our target audiences while identifying our value points and benefits of using our medical practice within the composition.
Additionally, for our current user base, we enroll them in an email nurture campaign. This is a series of emails sent to clients to continually engage with our medical practice. This strategy has had great success in increasing the lifetime value of clients. Digital marketing’s mission is to not only bring quality leads, but to increase the value of those leads over time.
When most people think of digital marketing, they immediately resort to social media. With so much of the world using Facebook, Instagram, Twitter, and other related social media platforms on a daily basis, it makes sense to have this conception. Social media is an important aspect of digital marketing, but it is only a piece of the puzzle.
Social media has an incredibly strong influence as billions across the planet put a large amount of trust in a person or company if they have a reputable and authoritative social media presence.
Our digital marketing agency completes a full social media audit and build. We incorporate brand into replicable social templates, post on a consistent basis, and execute on a targeted outreach system to build relationships with the goal of acquiring “free” organic social leads.
Search Engine Optimization (SEO)
Lastly, Search Engine Optimization (SEO) is a key cornerstone of digital marketing. Similar to social media, SEO is typically a buzzword for those with a slight understanding of digital marketing. More clearly defined, search engine optimization is the practice of growing website traffic by increasing the visibility of a website to users of any web search engine.
This generation of greater quality and quantity of website traffic is accomplished by producing valuable and authoritative content, while incorporating many technical tasks and establishing relationships between other related sites.
The merits of this practice is to eventually acquire leads at an extremely low cost or no cost at all. Although a very attractive form of lead generation, SEO takes years to get to this lead generation point so it shouldn’t be recognized as the main lead generator.
Let us know if you are ready for your digital transformation…
If your medical practice or healthcare company is ready to make a digital transformation, then OM Performance Marketers is the perfect option for you. Our agency uses a high-touch, all-inclusive model, which makes us available to you at any point of the day, any time of the week. We provide the full suite, from marketing to design to development, and are driven by your company’s growth. Contact our team today!