{"id":14984,"date":"2017-05-01T10:54:05","date_gmt":"2017-05-01T15:54:05","guid":{"rendered":"https:\/\/www.zocdoc.com\/about\/?p=14984"},"modified":"2023-12-26T13:07:29","modified_gmt":"2023-12-26T18:07:29","slug":"best-marketing-strategies-for-medical-practices","status":"publish","type":"post","link":"https:\/\/www.zocdoc.com\/resources\/blog\/article\/best-marketing-strategies-for-medical-practices\/","title":{"rendered":"9 Best Marketing Strategies for Medical Practices"},"content":{"rendered":"

Physicians today navigate an ever-evolving world in many aspects of medicine, but\u00a0this is especially true when it comes to attracting and retaining patients. Additionally, the fast-changing online landscape often makes implementing effective marketing strategies for medical practices feel like shooting a moving target.<\/span><\/p>\n

But however difficult it may be, marketing is a must for doctors. Those who invest in marketing themselves thrive, while others who resist tend to fall behind. Luckily, a few simple tactics can quickly boost your medical practice’s online and offline presence, making it easier for patients to find you.\u00a0<\/span><\/p>\n

Before we dive in, there\u00a0a few key things to remember\u00a0as you plan your marketing strategy:<\/span><\/p>\n

Marketing is not <\/i>advertising<\/a>, though advertising can play a part in your marketing strategy.<\/strong> Marketing involves public relations, media planning, client support, market research, and community involvement as well as advertising.<\/span><\/p>\n

Marketing is an ongoing process.<\/strong> Your strategy will adapt to changes in the industry and the world around you. Invest in a long-term strategy to grow your business over time rather than trying a \u201cset-it-and-forget-it\u201d scheme that will likely fall short.<\/span><\/p>\n

Marketing is an investment.<\/strong> You should not only plan to spend time and money on your marketing strategy, but you should also track results to determine your return on investment to ensure you\u2019re on track towards success.<\/span><\/p>\n

Marketing is a conversation between you and your clients.<\/strong> As such, you should focus on what your target audiences\u2014whether patients, other doctors, or a combination of both\u2014wants and needs from their doctor, i.e., you.<\/span><\/p>\n

Marketing is useless if you cannot back up your claims.<\/strong> Your practice will grow from your clinical excellence\u2014unmatched patient care, expertise in your field of medicine, and successful outcomes. Focusing your efforts on improving your practice will ultimately be the most effective marketing strategy.<\/span><\/p>\n

Here are the best marketing strategies for doctors and medical practices:<\/p>\n

1. Build a compelling website<\/h2>\n

You want to make sure you build a compelling website where potential patients can interact with your practice’s brand. <\/span>Your website is often the very first place people meet you and your business. Make sure it’s easy to navigate, and that the process of making an appointment with your practice is quick and simple. In addition, you can update your blog with keywords related to your specialty to boost your search engine ranking.<\/p>\n

2. Start a blog<\/h2>\n

A regularly updated blog connected to your medical practice website provides many opportunities to address the needs and interests of your audience. This is also the place for<\/span> content marketing<\/span><\/a>, a type of writing that helps build your personal brand and show who you are. \u201cThe adage is \u2018show, don\u2019t tell,\u201d says<\/span> Chris Blose<\/span><\/a>, <\/span>Vice President of Content at<\/span> Imagination<\/span>, a content marketing agency. <\/span>\u201cYou\u2019re showing you\u2019re a leader in your field.\u201d Some suggestions for topics include your specialty, trends, and patient stories.<\/span><\/p>\n

3. Connect with patients on social media<\/h2>\n

Posting on social media platforms like Instagram and Facebook provide additional opportunities to connect and share news about your practice with potential and current patients. <\/span>The key to maintaining a successful online presence is frequent and consistent posting. Try posting relevant content to your Twitter and\/or Instagram accounts several times a day, if possible.<\/span><\/p>\n

4. Send a newsletter<\/h2>\n

Capturing email addresses and regularly emailing your list of contacts drives traffic to your website, blog, and social network pages, which in turn, drives additional appointment requests and referrals. Start by collecting subscribers from your existing client and referral base as well as from your social media followers. <\/span>Not sure what to include in emails? Try starting with highlights of your recent work and links back to your blog posts.<\/span><\/p>\n

5. Build an online profile<\/h2>\n

As with so many things in today\u2019s digital world, like choosing where to eat and which babysitter to hire, people expect to be able to search and\u00a0<\/span>find doctors online<\/span><\/a>. Building a profile on online industry marketplaces, like\u00a0<\/span>Zocdoc<\/span><\/a>,<\/span> will enable you to verify your information as well as add a link to your website, upload photos, and display patient reviews.<\/span><\/p>\n

6. Leverage patient reviews<\/a><\/h2>\n

Your current patients and referring doctors are your best marketing partners. Harness the power of happy clients to help spread your name to potential patients by requesting referrals. \u201cAsking for reviews not only gives you the best kind of marketing fodder\u2014what other people say about you\u2014but they also give you a chance to see yourself as they see you, which is an invaluable resource,\u201d Hanelly says.<\/span><\/p>\n

7. Contribute to industry publications<\/h2>\n

As with blogging and acting as a source for media stories, writing pieces for medical journals about your experiences and expertise can enhance your profile among fellow doctors\u2014and possibly lead to referrals. “If knowledge is power, then sharing that knowledge and perspective in the credible environment of a publication puts your message in the right context,\u201d Hanelly says.<\/span><\/p>\n

8. Start a patient referral program<\/a><\/h2>\n

A record of top-notch care and genuine concern for your patients will go a long way towards encouraging positive word-of-mouth and referrals to friends and family<\/a>. But there\u2019s nothing wrong with a little reminder. Print referral cards with a simple message like \u201cShare the gift of good health\u201d and your office information, then be organized about handing them out, perhaps as part of your care packages. When you do get a referral, be sure to follow up to let your referring patients know how much you appreciate them with a handwritten note, phone call, or small token (so long as its value is $10 or less).<\/span><\/p>\n

9. Improve your SEO<\/h2>\n

Search engine optimization (SEO), improving the likelihood you can be found via online search, can help drive targeted leads (i.e., patients and referring doctors) to your website. You can improve your SEO with localization like adding your practice\u2019s address on your web pages. Creating original content for your website and blog also help, as does encouraging linking to your pages from other sites. Offer to guest blog on other doctors\u2019 sites and comment on social network posts to direct more traffic to your own site.<\/span><\/p>\n

Individually, any of these tactics can help grow your medical practice, but these marketing strategies are ideally employed in tandem in a coordinated, sustained manner.<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"

Physicians today navigate an ever-evolving world in many aspects of medicine, but\u00a0this is especially true when it comes to attracting and retaining patients. Additionally, the fast-changing online landscape often makes implementing effective marketing strategies for medical practices feel like shooting a moving target. But however difficult it may be, marketing is a must for doctors. 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