Today’s prospective patients are digital consumers and searchers – which means that marketing your medical practice requires being where your prospective patients are!
Going digital is more than simply having a website, because without optimization for what prospective patients are searching, a website is often nothing more than a passive marketing device. Instead “Going Digital” today means taking steps to ensure that search engines find and index your digital properties, whether such include your website, blog, social networks, and more, through SEO (Search Engine Optimization), SNM (Social Network Marketing), and digital outreach campaigns.
SEO marketing objectives of generating new patients and encouraging existing patients to return, use digital properties such as your website, to generate increasing visitor traffic for conversion to new patients. This process starts with ensuring that the website’s architecture and content are search engine friendly, where the website can be found by search engines and be related to the keywords used by your prospective patients in searching for your services. Then your digital properties must be sufficiently engaging so as to presell prospective patients, whether by way of information, relevant content and/or encouragement of an ongoing relationship – as for example through video, blog, social network, newsletter and sharing elements.
SNM strategies would extend these digital properties by way of inclusion on your website information respecting the social channels by which you may be engaged – a Twitter Facebook or LinkedIn button goes a long way to letting your prospective patients know of interactive channels available to them by which they can interact and engage your brand. These digital “friend” connections are all prospective patients for which you’ve now established a two-way communications channel. These connections to you all have in turn, their own connections to groups of like minded prospective consumers – in this way medical practice marketing campaigns can have potential viral effects.
Digital outreach medical marketing strategies would in the first instance leverage your captive communities, being those Facebook fans, Twitter followers and LinkedIn connections, with compelable content and offers. A close second would be to effectively utilize numerous sharing communities to distribute your content, such as through Digg, Reddit and StumbleUpon. Finally, general outreach in the form of press releases and articles submissions would round out your outreach efforts.
Today, medical practice marketing must acknowledge patient digitization in order to formulate digital presences and outreach campaigns that effectively engage new digital demographics. Medical marketing must therefore use digital media channels to get the medical marketing message across to prospective patient digital consumers.
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