How to Market a Medical Practice Online: 6 Do’s and Don’ts (Plus Examples)

December 18, 2023

 

You’ve got all the medical smarts, an office that’s cozier than a blanket fort, and a team that’s warmer than your morning coffee. Yet, the waiting room feels emptier than a movie theater on Monday morning. 

 

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It’s time to start thinking about your medical practice’s online presence. True, marketing a medical practice online is like threading a needle while wearing boxing gloves if you don’t have the right strategy. 

 

And this is why we’re here – to provide the initial steps and tips and set your medical practice on the right path to online stardom.

 

1. Do Build a Professional Website

 

Take a moment and think about the last time you needed something, anything. Chances are, you started your quest online. That’s no different when it comes to choosing a healthcare provider. In today’s digital age, your first impression is likely not through a friendly handshake but through the glow of a screen.

 

Now, more than ever, having an eye-catching and user-friendly website isn’t just nice to have – it’s as essential as a stethoscope in a doctor’s office. Did you know that statistics suggest over 80% of patients begin their search for medical services online? 

 

A professional website acts like your digital front door – you want it to be inviting and make people feel they’ve come to the right place.

 

For instance, if you were to compare two practices, one with an outdated website that looks like it was designed when dial-up was still king and the other featuring a website with sleek design, intuitive navigation, and clear service descriptions, which one would you choose?

 

The second one wins hands down every time. In fact, many users don’t even have the patience to wait for the first website to load.

 

2. Do Use a Specialized Marketing Provider

 

When it’s time to get your teeth straightened, you don’t go to a general practitioner – you seek out an orthodontist. So why would you trust your medical practice’s marketing to a one-size-fits-all provider? It’s like needing delicate dental surgery and settling for the toolset at a nail salon – it’s just not the right fit.

 

Let’s take a dental medical practice as an example this time. You need specialized dentist marketing, like what Marketing360 can provide, to stand out in front of your competitors and attract suitable customers.

 

A specialized provider knows their way around the intricate braces that are healthcare regulations, such as HIPAA, and how to communicate sensitive health issues with care. Just like a dentist assuring a nervous patient before extraction, these pros can address potential patients in ways that alleviate concerns rather than exacerbate them.

 

3. Don’t Let Social Media Scare You Off

 

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For a medical practice, the realm of social media is riddled with potential slip-ups around patient privacy and the tone of public discourse. But before you bolt for the exit, hear this out – it’s not just where your patients are; it’s where they unwind, seek advice, and share experiences.

 

Yes, wading through social media’s vast waters can seem daunting (like deciding on sushi from a menu that’s 20 pages long). But here’s something to chew on – with over 4.9 billion people scrolling through their feeds daily, tossing aside social media means missing out on a sea of engagement. 

 

Effectively harnessing these platforms can put your practice in front of eyes belonging to both current and prospective patients.

 

Imagine social media as the town square of yesteryear. Only now, it’s digital, and instead of weekly gatherings, it’s minute-by-minute engagement. Every post you share is less about broadcasting and more about starting conversations around health topics your audience cares about, whether tips for better dental hygiene or updates on the latest orthodontic advancements.

 

4. Do Follow Patient Reviews & Comments

 

Social media isn’t just about the content you put out there. It’s also about the dialogue that follows. When patients take time to comment or leave reviews, responding is not only courteous but also amplifies your presence and shows you’re not just there to perform.

 

It’s hardly a secret that people value being heard, especially when it concerns something as personal as their health. So when reviews (good or bad) pop up, see them as opportunities rather than inconveniences. A prompt, professional response can turn even a negative review into a showcase of your practice’s dedication to patient satisfaction.

 

5. Don’t Use Complex Medical Jargon 

 

You might love flexing those multisyllabic, med-school muscles, but trotting out terms like “sphenopalatine ganglioneuralgia” when “ice cream headache” will do is a surefire way to send potential patients scrambling instead of nodding in understanding. 

 

The content you produce shouldn’t feel like it requires a medical degree to decode. Instead, aim for the sweet spot where clarity meets simplicity — much like explaining how to floss to a five-year-old. You want to spark connections, not confusion. Think about translating that medical expertise into everyday language. After all, some of the best doctors are also great communicators.

 

6. Don’t Blanket Your Audience With Generic Ads

 

Imagine you’re dishing out flyers for a knee specialist at a marathon. It’s just not hitting the mark with that crowd of sprightly runners, right? That’s what it’s like when you blanket your audience with generic ads

 

The key isn’t to shout louder than everyone else. It’s to whisper the right words into the right ears.

 

Well-targeted ads are like well-prescribed treatments – they focus on addressing the specific ailment, or in this case, need. So, tailor your advertising efforts to highlight what makes your medical practice stand out, whether that’s state-of-the-art imaging technology or a track record of compassionate pediatric care.

 

Sure, narrowing down might mean that fewer eyeballs land on your ad initially, but those eyeballs will belong to folks who are actually seeking your services. This focused approach doesn’t blast messages into the void but rather slips invitations into the hands of interested parties.

 

Wrap Up

In summary, a professional website, a reliable marketing provider, and the right social media and ad strategy are the pillars of building a strong online presence for your medical practice. Now that you know this, it’s time to get to work and bring more people into your waiting room!

 

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