How To Improve Your Medical Marketing In 2019
Here are 5 innovative approaches to help improve your medical marketing.
For years, the majority of physicians and healthcare companies relied on insurance companies and referrals to drive businesses and marketing wasn’t considered necessary to grow and scale.
Now, everywhere you look people are glued to their smartphone. Odds are you are reading this iPhone. So it’s so much more important to reach people where they currently live. Which brings us to our first innovative approach.
1. Go Where They Are
Make it easy for the patient to find you. This is where good SEO comes in. Patients are constantly searching for new physicians and healthcare options, so it is important to be seen and rank high in organic search.
Probably more important than SEO is social media marketing. This is where all eyes are all the time. Most people’s attention is spent between 5 - 8 apps on their phone.
Establishing a solid medical marketing strategy for social is crucial if you want to stay relevant to these current platform.
Pro tip: Log on the app store at least once a month and look at what the top 10 apps are.
If you’re an orthodontist, pediatrician, child psychologist and you are not using the app Tik-Tok to distribute content, you are missing a major opportunity.
2. Reduce The Friction
Anything that can minimize the steps the end user has to take to become a patient the better. We live in an instant world where the average attention span is 7 seconds. Seriously. Because of this, do you really think that people are going to take the time to read over your entire company history, mission statement, doctor backgrounds? No. They have a pain point that they want solved as quickly as possible. To accommodate this, we can use something called a “call only ad” on Google AdWords (Figure 1). The beauty of these is that you still pay per click (PPC) but the conversion event takes place after the prospect has been on the call for 30, 60 or 90 seconds.
The benefit for your potential customer is that they hopefully get a live person answering their questions on the other end and get to solve their pain point fast with minimal effort on their part.
Another great example of this is Facebook’s Lead Form ads, which is a 2-click form submission. This saves your audience precious time from clicking an ad and going to a website or landing page, waiting for it to load, scrolling, reading and manually typing in their info with their thumbs. On average, landing page conversion rates drop 15% compared to Facebook Lead Form ads.
On top of that you can have them schedule an appointment or consultation right there and then by selecting a date and time. Talk about removing the friction of having to get them on the phone.
3. Content, Content, Content
Content is the ultimate variable. You never really know if the next Instagram or Facebook post will go viral and be a complete game-changer. In order to maximize the possibility it’s important to pump out as much content as possible. Below is an illustration highlighting the process. First we need to start with documentation. This could be in the form of a keynote speech, a documented procedure, a consultation with a patient, a call with a client, etc. The point is that it’s something that you would do normally in your business, you or your assistant just happen to have a camera. This content will then go YouTube, Facebook or a Podcast by striping the audio.
Next, we need to chop this content up and create articles on Medium, LinkedIn or Quora to build your authority. With the video and article combined we can then take snippets of the written article and use it as captions along with a chunk (1 minute) of content you previously recorded.
Pay very close attention to how your audience does or does not respond to the content. Use this insight to go back down the pyramid. Continue forever! This is how you build a brand and brand is the best digital marketing for doctors, hospitals, pharmaceuticals, and pretty much every health service.
4. The Follow-Up
It’s a shame this one is even innovative, but for some reason, over the past decade nearly two-thirds of patients with high levels of trust always take their medications, but only 14 percent of those with low levels of trust do. When was the last time you went to an appointment and someone from doctors office followed up with you to check up? Exactly.
More specifically, the difference between converting leads to clients could be one more follow up. One more touch point. One more phone call or email. And once they are a patient or client, what proactive action is your business currently taking to keep them coming to you when they need to?
Did you know that on average, loyal customers are worth up to 10x as much as their first purchase. This is because they will likely keep coming back over and over. Not to mention they will tell friends about it, and take 2 or 3 people to check it out as well. The same exists for doctors, clinics, med spas, and cosmetic surgery. Once someone becomes a patient, they aren’t likely to find a new doctor they like anytime soon. But why take the chance? What does it take to send out an extra email once or twice a month, sending a birthday card, or following up after an appointment? Follow-up.
Why just market when you can remarket? On average it takes 6 times for someone to see a brand or an offer before they decide to make a commitment. Let’s say you are running a medical device company and you have a very strong sales and SEO strategy. You are lucky enough to get over 3,000/month organic clicks and searches to your site. Unfortunately, potential clients just keep falling through the cracks. Your salesmen and saleswomen are too busy cashin’ checks and snappin’ necks to reach out to everyone. What to do?
A smart healthcare marketing agency would surround these 3,000 people a month with ads until they either opt-in and raise their hand or fall out of the retargeting audience.
We can even take this a step further and leverage tools like Connectio.io to track which source they used to find you - social media, search, paid, direct, email, etc and target based on this. We can also target based on how engaged the audience is. This will dramatically lower the cost per conversion, since we are only showing ads to those that are most likely to convert.
Services from an Agency that Specializes in Healthcare Marketing Strategy
WHY YOU NEED A MARKETING COMPANY THAT SPECIALIZES IN THE HEALTHCARE INDUSTRY?
Not only do you need these services, but you need a marketing company that understands the ins and outs of the medical marketing industry. We know:
Each platform available to distribute digital advertising with and having deep experience in your niche.
How to get you leads, clients, and sales fast and automate the process.
How to execute content creation and distribution, and always move towards established benchmarks and goals.
Proven processes to results that have been proven time and time again.
If you want more patients while optimizing your marketing costs and increasing revenue, it’s time to see what Metaphase Marketing can do for your practice or hospital. Ready to begin? It all starts by contacting us here » Discuss A Project