Growing Your Practice in 2024: Why Digital Marketing is a Must

Key Takeaways

1. Digital marketing is essential for doctors in modern times to attract more patients and enhance their online presence.
2. Digital marketing allows doctors to expand their reach and compete outside of their market, going beyond traditional local competition.
3. Video content is a powerful tool in digital marketing for doctors, as it can captivate and educate viewers, increasing the effectiveness of their marketing.
4. For doctors, online reputation management is a big deal. Patient reviews can make or break how people view you. By engaging with reviews and responding promptly, you can demonstrate your commitment to excellent care and professionalism.

Digital Marketing for Doctors

Being an expert in your field is no longer enough. Knowing how to self-promote is now equally important. This article will guide you through the world of digital marketing, in easy and actionable ways.

Digital marketing is using online platforms to promote your services. For doctors, this means using the Internet to attract more patients. Your website, social media profiles, email campaigns, and even your online reputation all play a role in this.

The digital world is your waiting room, filled with potential patients. But to attract them, you need to offer more than just exceptional care. You need to provide terrific digital experiences as well.

Learn the top 15 ways to enhance your practice’s online presence.

The Importance of Digital Marketing in Modern Healthcare

Digital marketing is far from being just a trend. It is a powerful medium that is currently transforming every industry, and healthcare is no exception. Patients have evolved to become digital consumers, actively using the internets to make informed decisions about their healthcare.

Adapting to Digital Competition

As a doctor, the competition you face is no longer limited to other doctors in your area. The digital space has expanded the scope of competition and you’re now competing with a world filled with information and many alternatives.

Why Is Digital Marketing So Powerful?

Digital marketing is a tool that can significantly enhance your reach, allowing you to connect with more patients than ever. It gives you a platform to position yourself as a leading expert, and take control of your credibility and reputation.

It also offers an opportunity to build strong, deeper connections with your patients, as well as trust and loyalty. But to truly appreciate the power of digital marketing, let’s dive deeper into these benefits.

Digital Marketing Impact on Patient Acquisition

In digital marketing, patients are more than just patients; they are potential leads. To convert these leads into patients, you need to use digital marketing strategically.

Revamping Your Website

• Your website plays a critical role in shaping how patients perceive you. It serves as a digital business card, creating the first impression for potential patients.
• A well-designed and user-friendly website has the power to increase your chances of not only attracting new patients, but also converting them.

Engagement and Retention

• Just attracting patients is not enough; retention is equally important for practice growth.
• Email marketing and social media are crucial for patient retention. They help keep the connection going and give patients information they can act on even after they leave, or before they visit, your office.

The Power of Video Content

• Video content production is a powerful tool that can impact patient acquisition rates in major ways. Doctors can attract more patients by creating high-quality videos that tell their story in a way that reflects the quality of care they provide.
• These videos not only capture eyeballs, they introduce patients to the practice and the services you offer, your culture and what makes you unique. They create deeper connections and emotional bonds. Videos show the human side of your practice, and the people that make it happen.

Visual Storytelling

Healthcare videos do more than just show clinical procedures, they can tell powerful emotional stories. When these stories click with viewers, they can stir empathy, and motivate people to take action. Emotional storytelling in digital marketing can make a huge difference in how you market yourself:

• Relatable Content: Through emotional storytelling, healthcare videos can connect with viewers on a personal level, enabling them to relate to the experience others have gone through.
• Empathy: Emotional storytelling allows viewers to empathize with others facing the same challenges.
• Motivation: By sharing stories of people who have overcome health obstacles, videos can serve as powerful motivators, urging viewers to start their own journeys.
• Trust and Credibility: When videos use emotional storytelling, they can establish a deeper sense of trust and credibility with your audience, showing you as compassionate and understanding.

Digital Marketing Tips to Change the Way You Connect With patients

Digital marketing does more than attract new patients. It also builds relationships with current ones.

Today, patients are looking for more than medical advice. They want a personalized, human experience. Through social media and email marketing, you can share health tips, answer questions, and offer virtual consultations.

Using strategies like these can transform you from being a provider to becoming a friend and a trusted advisor. We’re changing perceptions here.

Patient reviews are the first thing people check out when looking for a provider. Keeping an eye on them and responding quickly and professionally shows you’re serious about making patients happy and are always looking for ways to get better.

How to Build a Successful Digital Marketing Strategy for Doctors

Building a digital marketing strategy is like diagnosing a patient: You need to understand the symptoms (your current marketing efforts), identify the problem areas, and prescribe the right treatment (marketing strategies).

Start with a thorough audit of your online presence. Is your website user-friendly? Are you active on social media? Are you using email marketing effectively? Do you create videos strategically on a regular basis? Once you have the answers to these questions, you can start by focusing on your weak areas.

Your strategy should include a mix of different marketing techniques, from SEO to PPC advertising. And remember that you need to stay consistent, and that your online presence must reflect your offline professionalism.

How to Use Social Media for Doctors

Social media has become a critical tool for doctors to connect with patients and promote awareness. We’re not talking dancing nurse here, but if used strategically social media can become a powerful way to reach patients wherever they are.

Facebook

It’s been around longer than most celebrity marriages, and it’s popular because of its ease-of-use, social aspect, and making the world feel like it’s a small village.

• Advantages:
  • Wide reach: Facebook has a large user base, allowing doctors to connect with a wide range of people.
  • Multimedia support: Doctors can share articles, videos, and images to educate and engage their followers.
  • Community building: Catering to your tribe can create a sense of community and belonging among patients.
• Frequency of Posts:
  • 3-5 posts per week: Regular updates keep followers engaged without overwhelming them.

Instagram

Instagram is the place to be for doctors to show off their stuff in a visual way.

• Advantages:
  • Visual storytelling: Doctors can share images and short videos to show the human side of their practice and share snippets of their professional and personal life.
  • Hashtags: Using relevant hashtags can help people find your posts even if they’re not following you.
  • Patient education: Reels, Carousels and Stories are all different formats you can use to educate, build anticipation or directly sell.
• Frequency of Posts:
  • 3-7 posts per week: Instagram’s algorithm prefers consistent posting, and the more you post, the more likely your posts will show up in your followers feeds.

X (Twitter)

Twitter’s fast-paced culture makes it ideal for doctors to share content to a more news-centric and research-based demographic.

• Advantages:
  • Real-time communication: Doctors can participate in health-related discussions, and answer patient questions.
  • Networking: Connecting with other professionals and practices can expand the doctor’s network.
  • Information sharing: Sharing reputable health articles and studies can educate and inform followers, but also establish you as an athority.
• Frequency of Posts:
  • 1-3 tweets per day: Regular updates ensure that the doctor’s profile remains active and visible in followers’ feeds.

YouTube

YouTube is the second largest search engine in the world, second to Google. It’s central for not only building your video database but a place where you can share in-depth medical knowledge, patient testimonials, and educational videos. This is where the core of your content lives. Growing your YouTube channel should be the top priority on your list, and here’s why:

• Advantages:
  • Video content: Doctors can create detailed educational content, service videos, and patient testimonials to provide valuable insights.
  • Searchability: YouTube is the second largest search engine, and is owned by Google. And Google is more likely to push your website to the top of search results if you have an active YouTube channel.
  • Establishing expertise: Creating high-quality videos, especially longer ones, can position you as the go-to resource.
• Frequency of Videos:
  • 1-2 videos per month: Quality over quantity is crucial for YouTube, ensuring that each video provides valuable and well-produced content.

LinkedIn

LinkedIn offers a professional platform for doctors to share industry insights, professional achievements, and connect with peers and collaborators.

• Advantages:
  • Professional networking: Doctors can connect with colleagues, join medical groups, and establish themselves as thought leaders.
  • Leadership: Sharing research, participating in discussions, and writing articles can enhance your reputation.
  • Career opportunities: LinkedIn can be a platform for sharing job postings and career advancement opportunities.
• Frequency of Posts:
  • 2-3 posts per week: Consistent posting can help you stay visible within your network.

Each platform caters to a different demographic. Sure there’s overlap but the wider your net, the more fish you can catch. Managing your social media is a hectic day to day job so don’t skimp on this and hire a professional to handle it if possible.

SEO for Medical Websites

SEO, or Search Engine Optimization, is the art of making your website visible to search engines. It’s like placing a neon sign on a busy street, attracting people looking for a specific service to your practice.

Figuring out the right keywords people are using, and how often, will make the difference in how your website will rank on search engine.

But SEO is not a one-time thing. It’s an ongoing process that requires continuous effort. SEO is a strategy, and one i had to take a course on myself.

Research what people in your area search for and optimize your pages for these. Use SEO best practices to optimize your website for your targeted keywords, give it some time (2-3 months) and the Google bots will slowly catch up.

How SEO Applies to Doctors

Here’s how targeting keywords, tracking competitors’ keywords, using long tail keywords, and employing SEO best practices can be relevant to you as a doctor:

Targeting Keywords

• Medical Specialization Keywords: Identify and focus on keywords related to your medical specialization, such as “cardiologist in [location]” or “pediatric care in [location]”.
• Healthcare Services Keywords: Target keywords related to the specific services you offer, such as “preventive care,” “vaccinations,” or “chronic disease management.”
• Educational Content Keywords: Incorporate keywords related to health education topics or questions people ask, such as “what are healthy lifestyle tips,” “what is the best nutrition advice,” or “how to prevent back pain”

Tracking Competitors’ Keywords for Doctors

• Local Competitor Analysis: Analyze the keywords other local practices are using to understand their strategy and areas of focus.
• Patient Education Keywords: Look for keywords used by competitors on their blogs and use this insight to develop your own blog posting strategy.

Using Long Tail Keywords for Doctors

Long tail keywords are keyword sentences (compared to seed keywords which are more general like “back pain”) and have less competition. These are targeted keywords that have less search volume but can bring you visitors with higher intent. For example, it’s easier to rank for “back pain treatment for men over 50” vs “back pain management”.

• Symptom-Specific Keywords: Use long tail keywords specific to symptoms or conditions, such as “persistent cough in children” or “migraine relief during pregnancy.”
• Treatment-Related Keywords: Target long tail keywords related to specific treatments or procedures your practice offers, like “non-invasive back pain treatment” or “minimally invasive heart surgery.”
• FAQ and Advice Keywords: Incorporate long tail keywords that reflect common patient questions or concerns, such as “tips for managing diabetes” or “answers to common allergy questions.”

SEO Best Practices for Doctors

• Health Information Accuracy: Ensure that your content is medically accurate, trustworthy, and compliant with healthcare regulations to provide patients with reliable info.
• Local SEO Optimization: Optimize your online presence for local searches to attract patients from your specific geographic area.
• Patient-Centric Content: Create content that addresses patient needs, concerns, and questions to establish your authority and build trust.
• Mobile-Friendly Experience: Prioritize the mobile version of your site, or your site’s mobile responsiveness, to cater to patients looking for solutions on the go.
• Google Maps & NAPS: Ensure your presence on Google is consistent, your NAP (Name, Address, Phone) is the same everywhere, and your Google My Business listing is optimized.

If you follow these SEO practices on your website, people will find your site easier, while attracting higher intent patients.

PPC Advertising for Doctors

PPC, or Pay-Per-Click advertising, is another effective digital marketing strategy. In this strategy, you pay each time someone clicks on your ad. It’s like buying visits to your website, rather than attempting to earn them organically.

PPC advertising allows you to target specific demographics, making your marketing efforts more efficient. It’s also easy to measure, and you can track your ROI and make adjustments as you go.

But remember, PPC is not a magic bullet. It’s a tool, and like any tool, it’s effectiveness in marketing depends on how well you use it.

How PPC Campaigns Can Drain Your Budget

It’s crucial to understand that PPC campaigns, if not managed properly, can lead to a significant drain in your budget.

You might risk pouring money into keywords that don’t convert, driving up your cost per click, and ultimately giving up without much results.

If your PPC campaigns aren’t getting you the ROI you want, it’s natural to feel discouraged and consider giving up on digital marketing as a whole.

This can be especially true for doctors who don’t understand the intricacies that goes into PPC campaigns, the best images or videos to use, the best hook in the title, the best CTA etc.

But Wait, There’s an Alternative

Instead of wasting your money on PPC ads that stop working when you pull the plug, consider investing in video content. It’s more affordable in the long run, works for you in your sleep, and act as a digital billboard that keeps attracting new patients day in and day out, organically.

Investing in high-quality video content requires an initial investment, but in the long run, it can be much more cost-effective compared to continuously pumping funds into PPC campaigns.

Once created, videos can be repurposed across various digital platforms, providing ongoing value without additional costs.

The Impact of Video Content in Digital Marketing

Studies have consistently shown that video content generates higher engagement and retention compared to text or image-based content.

Video content has the potential to improve your search engine visibility, and maximize your impact and reach.

While PPC advertising can be a valuable tool in your arsenal, it’s important to realize it has potential downfalls when not done properly.

Cost-effective video content beats PPC every single time. Think about it this way: When was the last time you clicked on an ad in google search results? In comparison, wouldn’t you give more authority to the site that shows on top organically?

Email Marketing for Healthcare Professionals

Email marketing is the digital equivalent of sending a postcard to your patients. It’s a cost-effective way to stay in touch with your patients and keep them informed about what’s new in your practice.

Patients have already shared their email with you so you know they’re interested. Use that trust to nurture relationships with your patients and keep your practice top of mind.

Emails vs Mailers: Why Emails are Superior

When it comes to reaching out to your audience, emails have several pros over mailers. Here’s why emails are the better option:

1. Cost-Effective: Emails are more cost-effective than mailers. With emails, you save on printing, postage, and other costs, making it a more budget-friendly option.
2. Instant Delivery: Emails are delivered instantly, allowing you to reach your audience in a timely manner. This is crucial when it comes to time-sensitive promotions for example.
3. Trackable: Unlike mailers, emails can be tracked for open rates, click-through rates, and engagement. This provides valuable insights into the effectiveness of your campaigns.
4. Personalization: Emails allow for greater personalization through dynamic content, segmentation, and automation, enabling you to customize your messages to individual recipients based on their preferences and behavior.

How to Personalize Outreach With Drip Campaigns

Drip campaigns are email campaigns that use user behaviors and clicks to target a segment of your audience with specific emails. Here’s how it works:

1. Segmentation: Segment your patient email list based on their health interests, demographics, or engagement history.
2. Behavior-Based Triggers: Set up triggers based on user engagement and clicks. For example, if a patient clicks on a specific health article in your email, you can follow up with related content or offers.
3. Personalized Recommendations: Use this data to personalize the content they receive in subsequent emails. For instance, if a patient regularly engages with nutrition-related content, you can prioritize sending them relevant tips, recipes, or updates.
4. Feedback Loops: Encourage interaction by asking for feedback or responses from your patients. This not only encourages replies but also shows you genuinely care about them, making them feel less like a cog in an automated machine.

Emails offer a range of benefits over traditional mailers, and by combining them with the power of drip campaigns, you can optimize deliverability, open rates, CTRs and other metrics.

Online Reputation Management for Doctors

In a world where people look for 5 star reviews first and foremost, your reputation is everything. Patient reviews can greatly affect your practice, for better or worse. That’s why online reputation management is crucial.

Managing your online reputation means paying attention to what people are saying about you online. This means responding to reviews, addressing negative feedback, and sharing good reviews. It shows your patients you’re listening and genuinely care about what they think of you.

Remember, every review is an opportunity. A positive review is a chance to showcase positive outcomes, while negative reviews are a chance to show you’re open to improve.

There are many ways you can gather reviews, manage them, and respond to feedback:

Gathering Reviews

1. Encourage Satisfied Patients to Leave Reviews

• In-Person Requests: After a successful appointment, kindly ask satisfied patients to leave a review on your preferred platform.
• Follow-Up Email: Send a follow-up email to patients, thanking them for their visit and kindly requesting a review.

2. Use Online Review Platforms

• Claim Your Profiles: Ensure your practice is listed on popular review platforms such as Google My Business, Healthgrades, and RateMDs.
• Utilize Patient Surveys: Use patient survey tools to gather feedback and encourage satisfied patients to leave public reviews.

Managing Reviews

1. Monitor Review Platforms Regularly

• Set Up Alerts: Set up alerts for new reviews on platforms like Google My Business to stay updated about any feedback.
• Regular Check-Ins: Make it a routine to check review platforms for new comments and ratings.

2. Address Negative Reviews Professionally

• Timely Response: Respond promptly to any negative feedback, showing you understand and a willingness to address concerns.
• Offer Solutions: Provide solutions or invite the patient to contact your practice directly to resolve the issue.

Responding to Reviews

1. Show Appreciation for Positive Feedback

• Thank You Notes: Respond to positive reviews with personalized thank you notes, expressing gratitude for their support.

2. Engage Constructively with Negative Feedback

• Acknowledge the patient’s concerns and express a genuine desire to address the issue.
• Always maintain a professional and empathetic tone in your responses, even if it’s sometimes hard to do.

Why Gather Reviews on Multiple Channels?

It is important to gather reviews on more than one channel for several reasons:

• Wider Reach: By collecting reviews on various platforms, you increase your practice’s visibility to potential patients who use different review sites.
• Credibility: Having a range of reviews across platforms increases your credibility and also plays an important role in Google SEO.
• Risk Management: Should one platform encounter technical issues or negative content, having reviews on other channels ensures your online reputation remains strong.

Making the Most of Digital Marketing: Tips for Doctors

Let’s turn theory into practice. Here are some tips to make the most of your digital marketing:

1. Be patient. Digital marketing is a marathon, not a sprint. It takes time to see results.
2. Be consistent. Consistency is key in digital marketing. Whether it’s posting on social media or creating videos, make sure you do it regularly.
3. Be authentic. Patients value authenticity. So let your personality shine in the way you present yourself online.
4. Be responsive. Respond to comments, messages, and reviews in a timely manner.
5. Be open to learning. Digital marketing is constantly evolving. So, stay updated with the latest trends and techniques.

A Quick Roadmap For Your Digital Marketing Journey

Ready to start your digital marketing journey? Here’s a simple roadmap:

1. Assess Your Current Online Presence: Start by auditing your current online presence. This includes your website, social media profiles, and any other digital platforms you use. Consider factors like the quality and relevance of your content, your engagement rates, and the quality of your followers.
2. Set Clear, Measurable Goals: Define what you want to achieve with your online presence. Your goals should be specific, measurable, achievable, relevant, and time-bound (SMART). Whether it’s increasing website traffic, growing your YouTube channel, growing your social media following, or boosting online sales, setting clear goals will give you a clear direction to work on day to day.
3. Develop a Digital Marketing Strategy: Once you have your goals in place, it’s time to create a digital marketing strategy. This involves deciding which online channels to focus on, the type of content to create, and the tactics to use to achieve your goals. Your strategy should align with your overall business objectives.
4. Implement Your Strategy: Put your digital marketing strategy into action. Optimize your website for search engines, create engaging video content, run online ad campaigns, or implementing email marketing.
5. Monitor Your Results and Adjust Your Strategy as Needed: Regularly check in on your digital marketing metrics to see how they are performing against your goals. Use analytics tools to measure key performance indicators (KPIs) and gather insights into what’s working and what’s not.

Remember, you’re not alone in this journey. There are plenty of resources available to help you navigate the world of digital marketing. And if you’re not sure how to do digital marketing and need professional help, don’t hesitate to reach out to digital marketing experts.

Zach Nassif

Senior Videographer at Memory Mill Media | Website

Zach is the sharp-shooting force behind Memory Mill Media, producing fearless videos that pump out bigger profits for doctors, dentists, and lawyers. He doesn’t sugarcoat anything: his content hits hard and leaves rivals in the dust. Ready for next-level impact? Zach's got the camera, and the guts, to make it happen.