One Thing Every Physician Must Understand About Medical Marketing
To become more efficient businesses and to adjust to changes in consumer behavior, the healthcare industry has shifted from paperwork to electronic health records (EHR) and from billboard advertising to online medical marketing.
Online medical marketing is very complex as there are many moving parts that make up a successful campaign. Success depends on two interlocking components.
First, a clearly defined goal is integral to a marketing strategy’s foundation. Without direction, baseline metrics cannot be set and future achievements will not be recognized.
The second component to a successful marketing campaign is time. Quality website traffic is acquired through extensive research, careful planning and tedious execution.
Medical Marketing 101: Traffic Acquisition
People arrive on your website through one of five ways: organic search, paid online advertisements, social media, direct or referral.
- Organic search – pages that populate first in the search engine results
- Paid online advertisements – paid placement at the top of the search engine(s)
- Social media – Facebook, LinkedIn, Google+ and other similar platforms
- Direct – Visitors directly input your URL into their browser
- Referral – Another website links to your website
It takes time for your website to get noticed. Paid online advertisements typically push more traffic to your website in a short amount of time, but as soon as you turn your ad off, the traffic will also disappear. More deliberate methods of traffic acquisition, such as search engine optimization (SEO), build your website presence for the long-term.
Paid Online Advertising
You could have the most robust, beautiful and educational website, but without the proper campaign in place, you will be waiting for people to find you just like every other medical website on the Internet.
As aforementioned, it takes time for your website to rank organically. To quickly boost traffic, we recommend setting up a paid online advertising campaign with keyword targeted ads and a healthy budget.
While the campaign is running, we simultaneously begin optimizing your website for the search engines.
Search Engine Optimization
Search engine optimization is the process of technically structuring your website so that search engines like Google can read it and rank it on the search engine result pages.
SEO also takes into consideration the user experience such as page load time, readability, mobile-friendliness, quality content, etc. Following the technical aspects of SEO, creating content is the second most labor intensive task to complete. Each page must have a keyword strategy and quality content with keyword rich phrases.
Over time, you will see an increase in organic traffic to your website. Organic placement in the search engine results will draw more qualified traffic to your website and your website will be more visible without having to pay for top placement.
Getting people to your website is only half the battle. Despite your efforts to acquire more traffic, if your website does not have clear, intuitive paths to conversions (e.g. schedule an appointment forms) then people will leave your site. User experience and design should not be overlooked.
For the most effective marketing strategies and website design recommendations, work with a professional agency like docero. Not only can docero assist in your online marketing efforts, we seek to help medical practitioners grow their practice.
We’re designers, marketers, SEO specialists, paid advertising campaign experts and practice builders. We create individualized online marketing strategies that constantly evolve with the healthcare industry.