Healthcare Marketing Ideas and Strategies
What is the best way to learn something?
How about from someone who is already done it.
About 1000+ times to be exact (Like us).
So to help you with marketing your healthcare practice or clinic, we are proud to share information that will help you get your practice establish an ongoing stream of visitors in no time.
This is how you market your healthcare business.
However, before we get into it, let’s get absolutely clear on one thing . . .
What Is Healthcare Marketing?
Direct marketing, sending out flyers are all proven ways of producing results. Or in your case, getting patients who need your help.
However, these days (Especially the successful healthcare clinics) are spending most of their marketing time and effort online.
Whether you like it or not, it’s about haivng a real digital marketing strategy.
If you put yourself in your patient’s shoes, you’ll find that most of them are either going on Google, or using their apps to find the nearest medical spa practice or a plastic surgery clinic and so on.
Bottom line, you must be online.
So is marketing in healthcare unique from other industries?
Besides the obvious details, generally speaking, marketing is the same for healthcare clinics as it is for anything.
Now you can either try a shotgun approach or ‘hope marketing’ as we call it and try a whole bunch of different things or use our proven formula.
Same step by step system that has helped literally over a 1000+ businesses which includes healthcare clinics and practices.
Let’s get right to it . . .
Get Your Healthcare Clinic Listed On Google My Business
Have you seen these ads on Google?
Well first let’s get one thing straight, that’s actually not an ad at all.
In fact, it’s a 100% free listing that you can use to start getting patient almost immediately. That’s the power of Google My Business.
Also known as GMB, this service was started in 2014. The idea was to make it easier for people to find local places and services, etc.
It was actually a genius marketing move on Google’s part because this made a lot of people use Google on a regular basis.
Basically, it was a win-win situation.
The users of Google found what they were looking for much faster than any previous options (Like Yelp and a few others) and Google got repeat traffic from the same people.
I guess that’s what happens when you provide real value to your users.
However, why go this route first? Why not create a website or buy online advertising?
Well as we suggested, we have a ‘proven’ system and this is step 1 from it.
You see, before you even launch your website or anything like that, it’s best to establish a relationship with Google. The more credible you become in the eyes of Google’s algorithm, the position you’ll be in down the road to start bringing in some real traffic a.k.a patients seeking healthcare-related help.
So getting on Google My Business, it’s one of the best ways to not only start a relationship with Google but also acquire customers almost immediately. Especially if you can start getting some ongoing reviews. The more positive reviews you get, the more your listing here will show up on Google and hence drive some serious ongoing traffic to your clinic or practice.
So let’s say you start getting some traffic, you have decent reviews, people like your healthcare-related services and you are getting a couple patients here and there from this listing.
Well, what is the next step?
This brings us to SEO and PPC.
With SEO or search engine optimization being a long term strategy and PPC or Pay Per Click being an immediate strategy that you can implement right away.
Here is the deal though, you must implement both to see some fantastic ongoing results. If you can implement both at the same time, even better.
Let’s have a look at the long term strategy first.
After you start creating some solid traction on Google My Business, it’s time to take things to the next level by creating a website.
Your website should have a few things almost right off the bat.
Excellent high-quality images of your practice or clinic.
A clear call to action such as your phone number, email or both.
When it comes to healthcare clinics or practices, looks are everything. If you practice looks ‘ghetto’, nobody is going to show up.
Nobody wants to get their bodies worked on at some ‘shady’ looking place.
Anyways, we won’t dive too much into the visual details here. Instead, we really want you to get a good grasp of the importance of a website that is actually getting traffic on Google.
Have a look at the following numbers:
This month alone, almost 1000 people looked for ‘Florida Plastic Surgery’ on Google.
Let’s assume you are running a plastic surgery clinic in Florida, how would a 1000 peopole or just to be realistic, say 300 of these people show up at you clinic this month?
Or even 100, or how about 50?
Wouldn’t it make a huge difference in your bottom line?
So SEO is basically setting up your site in such a way that it serves two main purposes.
Shows up when someone searches for your industry related terms on Google (Florida Plastic Surgery, etc).
Has the ability to ‘convert’ them.
If you can accomplish this, you’re going to be attracting patients literally on autopilot for the longest time.
Although both of these topics are massive, let’s discuss how you can get traffic to your website.
So when it comes to Healthcare SEO, there are three things that you should be familiar with.
- Site Architecture.
Site Architecture For a Healthcare Website
This is simply about getting all the technical side of things right. Also known as ‘technical SEO or setting up the backend.
Think of this stage as setting up the walls, the foundation, the electricity, programming and setting up the medical equipment in your clinic or practice properly. You can have 1000s of patients but if your shop isn’t functioning properly, these patients won’t be coming back (If they didn’t already leave halfway through your procedure or what not).
So think about this as the ‘setting up’ your healthcare website in the right way.
In the SEO world, you would refer to this stage as ‘On Page’ SEO. In other words, taking care of the text, images, design and if we had to describe all this in one word, it would be the ‘look’, of your site. Again, you can have the most awesome high ranking site but if you don’t have the content / look to ‘convert’ them, it’s kind of a waste of time and resources.
At this stage, you want to make sure you are using the same lingo of your clients and literally mirroring their language. Overall, you want to make sure the problem you are solving is being communicated properly and in a clear and concise way.
Last but definitely not the least are acquiring backlinks. Getting backlinks is just a fancy way of saying ‘Hey, can you put my link on your site please?”.
The more sites that have your link on their’s, the higher your site will move up in the search engines.
This is basicaly how a search engine works (Especially Google).
Of course once you really dive in, things get a lot more sophisticated but this is definitely the general idea.
So once your site is setup, and you have the right content, etc, it’s time to continue getting backlinks.
The obvious places you want to start off is relevant directories, sites that are related to your medical clinic in someway and ask them if you can do a guest post or two.
There are lots of ways of getting backlinks but also some ‘shady’ ways that you want to avoid. Or your site might end up getting banned.
Anyways, you can definitely get things started like this but it’s best to find someone who is an expert at this stuff so you can concentrate on your healthcare patients while your website keeps improving. As building backlinks is one of the most time consuming or “annoying” as we here often thing to do.
Now annoying or not, SEO is one of the best ways to get a consistent stream of targeted patients to your clinic over and over again.
However, there is a catch . . .
By long term, we meant it could take up to 6-12 months to establish a proper
Healthcare PPC Services
Now all this stuff is great but the time it takes to establish SEO can be a real drag. As we mentioned, SEO is a long term strategy. It’s not something that’s going to produce much results until 6 or even 12 months have passed.
Once that time has passed, you could literally replace all your paid advertising with just SEO alone. At least that’s what most of our clients have reported anyways. The only issue here is what will you do for the next 6 to 12 months? How can you make sure you are getting a consistent and predictable source of patients, over and over again.
Well this is where PPC or pay per click advertising comes in. If you are already getting a few patients here and there, our proven system can give you a ‘tap’ of customers that you can turn on at will. After all, when you work with over 1000 businesses, you seem to pretty much know how to acquire customers on demand.
So what is paying per ‘click’ means? For this we’ll focus on just two services that we’ve used to make businesses including many healthcare clinics into successful, well oiled, patient acquisition machines.
These two services are Google Adwords and Facebook Ads.
What is PPC in general?
As you may have gathered, once a potential patient clicks on your ad, you get charged for it. Whether it’s Google Adwords or Facebook Ads, the idea is the same.
Let’s have a look at Google Adwords First
Healthcare Marketing With Google AdWords
This is what a Google Ad looks like:
Now when someone searches for a medical clinic in New York for example, these ads usually show up at the top, the bottom or sometimes, even on the side.
If you don’t know what you’re doing, the costs involved with such ads can run amok. That’s why 98% of people who run PPC ads stop them after a very short period of time.
Since we’ve been in the game for over 15 years, I guess it’s safe to say that we know exactly what we’re doing. In fact, we have a system that once implemented, can help you get patients almost right away. Especially with these two PPC services.
Healthcare Marketing With Facebook Ads
Now if you really want to get some targeted ads running, Facebook Ads has really taken things to the next level. Which is great news for a healthcare practitioner such as yourself.
As far as target marketing goes, FB Ads allow you to really drill down to not just your local city, but in some cases, specific areas so you can showcase your practice directly in front of them.
So as you can see, this is an example of a Facebook Ad representing the healthcare field. There are several types of these but this is what the most common PPC ad looks like. At least on Facebook.
So now the question is . . .
Facebook Ads or Google Adwords?
Although both pretty much do the same job, the best thing is to test both of them out.
We currently have businesses who started off with Facebook ads but are now running just Google Adwords and vice versa. It really depends on your offer, your clinic and a few other metrics.
One thing is for sure, with us, you’ll have all the proper metrics so we can make rapid decisions together and get results.
It’s just how the process works.
Frequently Asked Questions About Healthcare Marketing
There are lots of ways to market your healthcare clinic. However, for the past 15 years of helping businesses including healthcare clinics, we've perfected a system. This system consists of adding your site to Google's My Business page and then using SEO and PPC to automate and optimize further. This system has helped us created tremendous success for over 1000 businesses all across United States.
If you want to have success with your healthcare practice or clinic, listing it on GMB (Google My Business) is a must.
It really depends on the site itself but if you are working on a brand new site, you can expect a waiting period of about 6-12 months. Of course, you will see the results come in every now and then but for them to be more consistent, you should wait till the 6-month mark.
We suggest that you test out both Google AdWords and Facebook. It's best to spend time on these services as they have the biggest user base.
Marketing in the healthcare field started when the first ointment or treatment was introduced. However, the most noted period of history when healthcare marketing was going on was the 1800s in the US. When cocaine was actually used as a drug to treat various illnesses. Such as toothaches and many more.
Big time. The healthcare industry in fact is one of the most competitive industries out there. That's why you need to work with someone who knows what they are doing.