Physicians

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The Ultimate Guide to Physician Marketing

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Marketing Services That Helps Your Company Grow

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Ready to boost your business's online presence and drive real results?

Physician marketing is a crucial part of running any medical practice. To grow your new patient base and stay ahead of the competition, you need to find new ways to attract more patients in today’s marketplace.

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Ready to boost your business's online presence and drive real results?

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The following article will take you through physician marketing strategies and teach you how to create an effective plan for success!

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Do Doctors Advertise?

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Until 1977, hospitals and primary care physicians did not advertise.

Eventually, it led to a landmark US Supreme Court ruling (Bates v. State Bar of Arizona, 1977) that declared state bar associations no longer had the power to prohibit attorney advertising. That opened the door for the medical profession to relax its physician advertising restrictions.

Several, if not most, physicians are willing to accept a tasteful, professional, and ethical approach to advertising today.

Any form of advertising (including newspapers, magazines, telephone directories, radio, television, direct mail, or other publicity) may be used by physicians to publicize themselves as physicians. 

As long as the communication does not omit or contain any material and misleading information, physicians can now market themselves on most platforms.

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What Is Marketing in the Medical Field?

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Marketing for physicians involves developing strategies to reach and communicate with more patients to facilitate better patient care. 

By utilizing websites, social media, online advertising, search engine optimization (SEO), email marketing, video, and other means, healthcare marketing provides valuable content and resources to more patients.

Ideally, healthcare marketing should be patient-centric, focusing on who the patient is, what matters to them and building a relationship.

The failure to market well will hurt your brand as a physician. As with any other brand, your healthcare practice works similarly. To succeed in the healthcare industry, you need to impress more patients (customers) so that you will stand out from other physicians.

With the wide variety of healthcare options available, there is no reason for patients to feel trapped with their physician, clinic, or health plan.

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How Do Doctors Market Their Practice?

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Physicians can take advantage of dozens of physician marketing strategies, but not all are appropriate. For doctors, physician advertising should revolve around finding, attracting, and retaining more patients. 

There’s no denying that physicians today face an ever-changing world in many aspects of the medical field, but this is especially true for attracting and retaining patients. 

In addition, the rapidly evolving online marketing landscape often makes it seem like medical practices are shooting at a moving target when trying to implement an effective marketing strategy.

Nevertheless, doctors must market themselves despite the challenges they face. A business that invests in digital marketing services often succeeds, while healthcare organizations that resist can be left behind.

The good news is that with the right digital marketing strategies, your medical practice’s online and offline presence can be significantly improved.

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Strengthen Your Online Presence

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Build A Well Optimized And Easy-To-Use Website

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Building a website that reflects your medical specialty is essential. Identify the unique qualities and characteristics of your office. Showcase your practice’s growth on your website.

You should only use original high-quality content on your website since plagiarism can make people distrust you. 

Additionally, your website should welcome prospective patients into your practice. Websites that are welcoming and open to new patients are likely to attract them. 

They will want to find pertinent information on the front page, and the website should be easy to navigate.

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Choose The Right Domain Name 

 

It’s best to come up with a name that’s easy to remember for your patients and fits with your practice. Your first impression as a physician is based on your domain name choice, so you should make a wise and careful decision.

Create A Visually Appealing Website 

Utilizing images and charts on your website will draw the attention of your readers. 

Patients will gain a lot of insight into your office from the style and layout of your website. When your design is sloppy, patients may decide to move on to another site. 

 

Make The Site Mobile Friendly

Mobile devices were used by 80% of web visitors to search the internet in 2019. 

Furthermore, almost half of the surveyed mobile users said they often purchase products or services from rivals after a terrible mobile experience with a company’s website. 

A mobile-responsive medical website design, whether viewed on a computer, tablet, or smartphone, will adapt to fit the device’s screen size. 

In addition to creating an improved user experience for mobile users, making your website mobile-friendly can also help you get ranked higher in popular search engines, opening the door to more prospects.

A Simple Navigation Menu Is A Must 

It will be necessary for readers to have easy access to the most relevant content when browsing your medical website. 

On mobile devices, you may have a hamburger menu that collapses your navigation menu. A dropdown menu allows mobile users to view all menu items.

 

Provide A Click And Call Option 

A prospective patient will want to set up an appointment as soon as possible. By strategically placing a button in the navigation of your website, they’ll be able to reach your business from a smartphone instantly. 

As it turns out, 48% of business calls are generated by mobile search.

 

Provide An Online Patient Portal 

Make it easier for patients to edit their personal information through the patient portal rather than speak to a receptionist. 

The system will update contact information, medical insurance details and manage their health information more accessible and more conveniently.

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Keep Up With Regular Blogging

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You can establish a much closer relationship with patients through blogs. You can use blogging to expand your reach as a physician and provide patients with trustworthy health information. As long as you regularly feed and care for your physician blog, it will grow and thrive.

Make your content shareable. Readers are attracted and retained by exciting and valuable content. 

Furthermore, timely, relevant, and helpful information incites others to pass the word.

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Start Discussions

Promote your blog to your patients online, through eNewsletters, and in-person; your physician website and social media are also an excellent way to do so.

If necessary, seek assistance from outside. Blogs should allow you to share your knowledge and express your voice as a physician. However, experienced healthcare writers can supplement or support your work.

Ask patients questions or discuss topics related to them. Rather than focus on yourself, think about what your audience wants to know.

 

Choose The Right Writers

Many physicians are too busy to write blog posts every day. Although they may possess specific skills, they aren’t nearly the same as marketers.

A blog post requires a certain level of expertise to write and organize so that search engines can find it and new patients enjoy it.

 

Establish Trust

It would help if you let the reader know your degrees and credentials as a physician. You can gain credibility as a medical blogger if you provide your credentials, even if you are only blogging for entertainment.

Use your credentials as a physician to gain more traffic with those credentials, which can transform your blog into an authoritative source for Google and boost your marketing efforts.

 

Protect Your Medical License 

It is not a good idea to give out medical diagnoses over the internet. As telemedicine has become more popular, many people now expect it. You may receive pictures or queries sent via a direct message from people attempting to avoid seeing a doctor.

It might seem tempting to solve their problem, especially if it’s a very straightforward one. 

However, as a physician, exercise caution when giving medical advice over the internet because it could expose you to all types of legal liability, especially when someone is seeking your assistance from a state where you do not hold a license.

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Harness The Power Of Social Media

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Social Media is the easiest way for potential patients to look for you and interact with you. Having social media as an effective marketing tool can also enhance your online reputation.  

There is an increase in patients managing their healthcare online, but that does not mean they will immediately follow you on your Facebook Page or Twitter. 

Some people may not be aware that you are on social media. Ensure they know what you’re up to by placing your social media handles on all marketing materials and availed marketing services.

Provide followers with the option to follow you on different platforms via the follow buttons on your website. The same links should also be included at the end of all emails.

Increased visibility to your social media profile will also increase your healthcare network.

The hardest part about running a medical practice is finding the time to do everything else. 

You can’t just post content on social media or respond to followers in your free time. You’re probably too busy to handle it all yourself. Physician liaison marketing can be done. Have someone else drive your online reputation management.

Consider hiring a social media management agency to handle your marketing campaigns if no one in your practice fits the bill or if you don’t want to take time away from their regular duties.

Set up accounts for social media sites such as Facebook, Twitter, and LinkedIn.

You should pay attention to your potential patients’ preferred network(s). Therefore, build your social media marketing strategy around the social preferences of your target audience.

It would help if you commit to be present regularly. As social media sites develop, being present and participating consistently in the platform is key to success. 

You need to commit time, talent, and valuable resources to create updates and postings every day. You shouldn’t begin the process if you aren’t ready to sustain the effort over time.

Enhance your social media visibility by cross-promoting across multiple channels. Everyone should be able to switch from your website to Facebook or from Twitter to your YouTube channel.

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Develop Good Customer Service And Patient Relationships

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Encourage Patient Reviews

Make online reviews a part of your processes and educate your staff on their importance.

Do not assume that everyone who works with you knows how valuable online reputation is. 

At the end of an appointment, you can tell your patients that their feedback is valued, and staff during check-out can do the same. Encouraging good and even negative reviews can be a helpful marketing strategy.

Encourage patients to share their experiences on social media, like Facebook, Instagram, and LinkedIn, if your medical practice has these accounts.

In the information that you print out after an appointment, indicate instructions for submitting feedback online. Printed information can help to build your online reputation.

By thanking the patient for leaving a review, you demonstrate that you listen and value their opinion. Negative reviews can be used to re-engage the patient and provide excellent customer service. 

 

Marketing By Email

Using email marketing is an effective way to communicate directly with potential patients. Relationships are reinforced, and prospects are prompted to contact you. 

It is crucial to include subscription forms all over the site, including the blog and the home page, without overshadowing any important content.

As a physician, the primary advantage of email marketing over direct mail is that it opens the door to meaningful conversations with patients interested in your business.

Patients will not be influenced by merely providing promotional information.

The idea here is to elicit a response from recipients. Occasionally, your prospective patients may click on the link in your email. Your goal should be to get them to reply to your emails.

A compelling and exciting call to action is the key. If your description is good, your new patients have a better chance of being captivated.

Ensure that your buttons look appealing with the text you can interact with in multiple ways. For example, ‘Download Now!’, Read More Here,’ and ‘Click Here.

Make unsubscribing simple and straightforward. Your patients may flag your emails as spam if you don’t provide them with an easy method of unsubscribing.

Make sure your emails are mobile-friendly. Email can now be accessed on a tablet or smartphone for many people. Make sure your well-crafted emails can be viewed on multiple devices.

For email marketing strategies to be successful, you must offer your old and new patients something they will remember. Introduce your patients to any medical products or services that your thriving medical practice may offer.

Give tips and information regarding common health issues or industry issues that may interest your new patients.

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Devote Efforts To Advertising And Video Content

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Video Content

Apart from written content, video content and audio content are now a vast source of patient engagement. Having a solid YouTube channel, TikTok, and even a podcast can make you stand out from other physicians. 

Through videos, you can enforce your branding efforts, and you can set yourself apart from your competition by using video to share what you know and showcase your office.

Videos that are poor in audio, lighting, and video quality can put a damper on even the best content. Regardless of who you hire, don’t settle for something that doesn’t feel right to you.

Today, amateur videos look impressively polished, and equipment isn’t so expensive. With the proper lighting, a good microphone, and an iPhone, you might be able to accomplish your goal.

Keeping it short and to the point is the best. People have short attention spans, so do not waste time with lengthy intros.

Now that you have their attention, keep it. Consider encouraging new and existing patients to visit your website, book an appointment, or subscribe to your content.

With the right background music, viewers can be entertained, captivated, and enjoy the imagery better.

Make sure your videos can be played on multiple mobile platforms, just as you optimize your website.

Include captions in your videos. Using captions as visuals, people can easily share important messages on social media and highlight important points.

Make sure you don’t use the microphone built into your camera. Consider getting a wireless lapel microphone or a shotgun microphone. Audiences are less tolerant of poor audio than any other problem.

Make it personal. If you can evoke an emotion (laughter, fear, reassurance), then you are more likely to encourage new and existing patients to take action.

Pay-Per-Click Advertising

Whenever you use a search engine, you may have noticed those little ads above and to the right of the results. “Sponsored links” or “sponsored results” are standard terms used to identify them.

Despite the intense competition, PPC advertising like Google ads can succeed in physician advertising. 

The first thing that happens when a viewer clicks an Internet advertisement is traffic to a website. The advertiser’s PPC ad will automatically appear on a new patient’s screen when the search term or word matches one of the advertiser’s keywords.

Using geographical targeting means you’ll only pay if someone clicks on your ad from within your area.

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Conclusion

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Recently physician marketing has become a staple in the healthcare industry. Medical professionals are promoting their medical services using social media and other digital platforms.

Digital marketing for physicians has become crucial over the years and has proven to be an effective tool used to attract patients and increase patient volume.

Old and new physicians must start learning to leverage the use of digital marketing to improve patient acquisition instead of relying on referring physicians.

Word of mouth is still the most powerful marketing tool and digital marketing has amplified this.

As patient experience transcends online, the true relationship between the patient and the physician doesn’t just happen in the walls of the clinic or hospital but it now also happens in the virtual world.

 

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Looking to Generate More Leads Online?

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To achieve long-term growth in your clinic, you need to market online and off. Your digital marketing campaign must be well-funded if you hope to generate more leads and revenue.

Let’s get your physician marketing ideas off the ground! Tipping Point Digital is here to lift you up!

We can assist you with creating a marketing campaign if you don’t have time to do it yourself. Having built successful campaigns over the past decade, our digital marketing experts know how to run campaigns to help your business grow. 

Interested to learn more about physician marketing? Head on over to our website and book a consultation with our marketing experts! 

 

Tipping Point Digital

https://tippingpointpro.com/power-hour/

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