Let’s start this blog post with a statistic that is enough to encourage any medical practice owner or marketer to invest in digital marketing.
87% of potential patients start their search for a new healthcare provider online. (Fountain)
That’s a great market opportunity that you shouldn’t be a part of, and definitely the number one reason every doctor should consider digital marketing.
However, here are six more reasons along with tips on how exactly to do it. Keep reading!
Why Should Doctors Invest in Digital Marketing?
Here are six of the many reasons doctors should invest in digital marketing:
1. Digital Marketing Helps Doctors Build Long-Lasting Relationships With Patients
A significant percentage of physicians in the US confirmed that their third biggest challenge in 2021 is to retain and re-engage patients.
More than half a million new medical practices are launched each month in the US, making “losing” patients to the competition much easier today than it was 10 or 20 years ago. However, if you know your target audience well and their USPs even better, healthcare digital marketing is a proven tool to keep your patients coming back for more.
Unlike traditional healthcare marketing strategies, digital marketing is not limited to attracting patients. You go the extra mile to ensure your patients become your brand ambassadors.
Some of the many ways that digital marketing is better than “traditional” healthcare marketing are:
- Use digital testimonials or reviews from happy patients instead of the old “word of mouth.” Reviews are generally posted on your website and promoted in social media campaigns.
- Automated but personalized thank you and follow-up emails instead of standard fixed-format letters for all patients. You can reach a wider audience in less time and for much less money.
- Once they leave your office, engage patients on social media, keep your services on their minds, and ask them to schedule their next appointment.
- Reorientation to try “a new service” that complements what they have already tried.
2. You will learn more about your patients’ expectations of your brand.
Another challenge for small medical practices has been attracting, capturing, and converting leads into patients. To do that successfully, a small medical practice needs to identify the needs of its target patients to meet those demands.
Effective digital marketing helps small medical practices learn patients’ online habits so they can better target ideal patients. It relies on proven market research to decide the next course of action. Health marketers don’t make assumptions. Instead, they use digital marketing tools to find out what their target patients need. Tools like SEMRush, Google Analytics, and SurveyMonkey can help you identify what your patients expect of you and how you can address their needs with a highly personalized proposition and eventually turn them into loyal patients. Don’t forget to use social media and your existing audience to see what they like, what type of posts they react to the most, and what questions they had in the past.
Once you do the research, create patient characters. This will allow you to create personalized and specific healthcare marketing campaigns for specific patients and eventually turn them into brand ambassadors.
3. Digital marketing helps you drive conversions
Your potential patients can be anywhere online. Social media. Junk mail. Google Ads. And so. You can use many digital marketing platforms to reach your target audience and get them to try your services. Each channel asks for a different approach, of course.
Still, once a strategy is created, it’s easy to tailor messages to different audiences and increase conversions. Some potential patients are more receptive to personalized emails, while others prefer a combination of targeted blogging and announcements to feel engaged enough to schedule an appointment with you.
Using the multi-channel approach to digital marketing will help you find and engage potential patients wherever they are and using the platform of their choice.
4. With digital marketing, you can compete better and win
Digital marketing does not demand that small medical practices have an arsenal of advanced tools and huge budgets to attract attention, attract patients and expand. Sure, some digital marketing tools will be needed, but a lot depends on the experience and knowledge of digital marketers. Deep knowledge of your target audience and USP means more than any sophisticated tool, especially with the help of a reputable digital healthcare marketing agency. Sometimes partnering with a trusted and experienced healthcare marketing agency can do more for your campaigns than spending hundreds and thousands of dollars on campaign planning.
5. Digital marketing is profitable
Many small medical practices cannot afford television, radio, or billboard advertisements. However, most of them can afford digital marketing strategies to reach and engage their target audience.
How affordable are digital marketing methods compared to traditional healthcare marketing?
Let’s consider email marketing and social media marketing. The ROI of email marketing is 4400%. This means you get $ 44 for every dollar spent on an email marketing campaign. Now compare this to events / trade shows and TV / radio advertising. That’s a no-brainer!
Next, let’s consider the cost involved in claiming and optimizing a Google My Business profile. This digital marketing strategy will increase your local search visibility, increase local traffic to your website, and positive Google reviews will help improve your medical practice’s online reputation. All this for free!
6. Digital marketing allows you to measure ROI
Unlike traditional healthcare marketing techniques, digital marketing is targeted and offers credible ways to measure what works and what doesn’t. This means that you can invest a small amount in digital marketing and see the results first before doing your best and investing more.
Having trouble associating your investment with returns? Follow these basic steps:
- Start by setting up a landing page to capture inbound traffic for your campaign.
- Control how many visitors come to the page. You can also see how many bounced, how many engaged with the content, and how many appointments were scheduled. You can track all of these metrics in Google Analytics.
- You can also perform A / B testing to identify the most successful digital marketing techniques.
So, what are you waiting for? 2021 is probably the best time to jump on the digital marketing train.
If you’re feeling overwhelmed by so much information, contact us to see how the digital marketing experts at Practice Builders can help you move faster. We will evaluate your existing healthcare marketing strategy and identify opportunities to level up and get ahead of your competition. Schedule a free consultation with us today to explore your options and see what a leading digital healthcare marketing agency can do for your medical practice.