Medical marketing is critical for turning the casual visitor to your website into a patient. There are several strategies to not only increase awareness of your practice but to attract prospective patients.
When researching doctors or medical practices, people will typically search based on location. This means you must modify your website to capture location-based searches and be certain you are appearing in business directories. The easiest way to modify your website to capture these searches is to include an address, which might also include a map from Google Maps.
Make sure you have claimed your business listing in the directory and have updated the information. It helps to include information people will want to know, such as the address, working phone number, business hours, and the website for your practice. Another advantage of having a business listing is people will have the opportunity to review your practice. How good or bad the reviews are will easily influence prospective patients.
Since many people search for medical information online before they ever visit a doctor, you want your website to appear in relevant searches. For example, doctors in general, internal, or family medicine would benefit from including articles about common conditions on their website. This can be in the form of static web pages, such as a “Services” heading, or blog posts dedicated to the different conditions they treat.
When you include relevant information on the conditions you treat, this increases your competence. You do not want potential patients finding important information from other doctors, because you have probably lost an opportunity to secure them as a patient. Having an updated blog will also affect your search engine rankings, so it is important to update your blog at least weekly.
The keywords you want on your website to help with medical marketing will not only include those you want to rank highly for, but also those that represent the way people search. This is especially applicable to specialists. Many people looking for a doctor to treat autoimmune diseases will not search for a rheumatologist, but they may search for a “lupus doctor” or “doctor that treats lupus.” In these instances, there will be a fine balance between having content that is professional and including keywords or phrases that mimic the way people search.
Effective marketing for those in the medical field will be based on creating relevant content and including keywords that capture searches from the average person. The way you convey information and make your website welcoming to the average person can dictate whether you turn a visitor into a patient.