In a PatientPop survey conducted just over a year ago, 90 percent of practitioners reported they’re working in a competitive market, with nearly 40 percent defining their market as highly competitive. When competition is steep, a comprehensive branding and marketing strategy for your healthcare practice can not only help new patients find you — it can also help you maintain a strong connection with existing patients.
With dozens of potential marketing strategies to consider, it isn’t always easy to decipher which tactics can improve your healthcare practice’s business results. While many tools are aimed at either patient acquisition or patient retention, two strategies can move the needle at both ends of the patience experience loop.
These two, often-overlooked strategies — healthcare blogging and the use of social media — give private practices new opportunities to connect with patients in today’s digital world. By employing these two marketing tactics, your practice is better-positioned to bring new patients in the door (it starts with search engine optimization) and keep current patients engaged and coming back for appointments.
A blog is a powerful repository of information and insight that lives on your practice website. Designed to educate patients, and directly connect them with the services you provide at your practice, a blog serves many purposes for your business.
A healthcare blog can improve your practice’s search engine ranking.
Each blog post you create appears on its own webpage on your site. With each new page, your website is telling Google and other search engines that there is new material to find and index, about your specialty and subject matter.
Blogging tells search engines about your healthcare specialty, and your expertise on specific healthcare conditions and services. When it comes to local search, a blog helps satisfy top factors that affect search results — specifically, three of the top 15 local search ranking factors. Maintaining a blog increases your website’s overall volume of quality content (#2 on the list); it enhances the topical keyword relevance across your entire site (#4); and, it improves your domain authority (#7), an important score that drives site rank.
When focused and consistent, blog posts about your specialty and services can improve your website’s page rank, therefore increasing your visibility with potential patients.
A healthcare blog generates patient awareness and drives conversion.
Creating quality blog content can help convert website visitors into patients. A study from marketing firm Hubspot demonstrates businesses that blog have 55 percent more website visitors, with a 5x increase in the number of pages indexed by search engines.
Those sites also receive 97 percent more inbound links from other sites, which also help generate web traffic. An effective blog strategy involves the use of a clear call to action (CTA) for each blog post, driving visitors to schedule an appointment with your practice or perhaps sign up for an email newsletter.
Whether you use social media personally or not, it is a part of daily life for the masses, and growing. According to Pew Research Center, 3 of 4 people use at least one social media platform regularly. Its use to address healthcare concerns has grown by 621 percent over the past two years.
Adding social media to your marketing mix provides another channel to properly promote your healthcare practice. Unlike costly traditional outlets like print or broadcasting, social media can be highly targeted, and carefully tracked and measured. Most notable is that social media encourages participation and engagement with prospective patients who can get to know you and your brand online, in places where they already spend time.
Instantly see how you compare to other practices in your local area and specialty.