The healthcare sector is a crowded place. There are millions of specialist practitioners competing for the same market share, so unless you stand out from the crowd, you will struggle to build a successful business.
Many practitioners rely on referral marketing. They assume that providing a good service will be enough to encourage existing patients to recommend them to friends and family. To a certain extent, this is true, but if you are keen to build your business in the healthcare sector, you cannot afford to rest on your laurels for too long.
Here are some tips to help you build a strategic marketing plan for your practice.
Traditional advertising is often overlooked in favor of online marketing, but this is a mistake. Medical practitioners can really benefit from powerful advertising campaigns. Large billboard adverts or radio spots will reach people in the local community, which is where many of your patients come from.
Place advertisements on billboards in prominent locations, place adverts in the local press and sponsor community events. The more time you spend building your brand in the local community, the better the results will be.
Content marketing is a great way to build a brand online. Each piece of content your produce, whether it is a blog post about Scalp Med side effects or a video discussing the possible causes of hair loss in men, will help to establish you as an expert in your field.
For best results, concentrate on producing high-quality pieces. Write compelling articles on the latest research in your niche or produce useful newsletters for patients. Aim to create high-quality content that builds your profile in the healthcare community.
Use email marketing to target new and existing patients. It is important not to overdo email marketing. Send out too many emails and you risk being blacklisted or consigned to the junk folder. Keep email communication to a minimum and when you do send out an email, make sure it says something worth reading.
For example, contact patients with news of an exciting new research development or a special offer for a specific treatment. If you capture their interest, you could enjoy a new patient referral.
Pay-per-click (PPC) advertising is a useful way of boosting online visibility. Most people search for a service online before they pick up the telephone. When clients click on an ad, they are expressing an interest in the service you provide, so if they follow the link, you stand a good chance of turning them into a client.
Use PPC to raise your website’s profile and drive new traffic to your site. PPC is available on search engines and social media. You can spend as much as your budget allows, but make sure you target the right keywords and monitor results closely.
Encourage existing patients to refer your services to their family, friends, and colleagues. Offer small rewards for each referral you receive.
Always track the results of a marketing campaign so you know what strategy works – and what doesn’t.