Today, patients demand options and want the best. In order to grow a plastic surgery practice, it’s essential to reach these patients as they seek information. Fortunately, technology has made information sharing easier, faster, and more effective. Leveraging digital marketing strategies can bring in new patients and keep the current ones from choosing an alternate provider. Upping the marketing game is important, even if current patient volume is strong. Consider seven marketing strategies to effectively transform your digital presence and grow the practice.
Increase Number of Online Reviews
“91% of 18-34 year old consumers trust online reviews as much as personal recommendations.”
Online reviews aren’t just for restaurants and hotels. Service providers across all industries reap the rewards of positive online reviews, and also feel the sting of the negative. Healthcare practices, all specialties, need positive reviews. However, it can seem impossible to get patients to leave one. A few techniques include but are not limited to:
- Create multiple spaces for patients to leave reviews
- Make it easy for patients to leave reviews (one-click on a website or via social media)
- Thank patients for all reviews, even the negative ones
- Respond to the negative reviews, acknowledging issues and offering a solution
- Share positive reviews (on the website, social media)
- Always ask the patient in person to fill out a review
Claim Your Business Listings
Businesses that don’t claim their Google listings lose out. Claiming the listing for your plastic surgery practice means gaining control of the information essential for your patients. Once you’ve claimed your online business listing, now it’s your responsibility to make updates like phone numbers, website URL, and address changes as needed. An updated Google My Business listing makes it easier to get the information, content, and more to prospective patients as well as current ones. To explore more about how local businesses can use Google, check out The Ultimate Google My Business Workshop.
SEO and SERPS are terms marketers talk about, but how do they affect a practice’s website? SEO (search engine optimization) and SERP (search engine results pages) can make it easier for patients to find the site by ranking it higher on the search results page. According to Social Media Today, 4 in 5 consumers use search engines to find local information. If a website is not optimized so it appears on that first Google search engine page, the practice can lose business.
Increase Social Media Activity
Patients switch practices for many reasons, including negative reviews, hard-to-use websites, and lack of social media. Data shows 26% of hospitals in the United States participate in social media. (Today’s Business: Demi & Cooper Advertising and DC Interactive Group)
With more hospitals and medical care networks active on social media, patients expect a presence from all their healthcare providers, including specialists. Statistics from the Pew Research Group reveal Facebook as the most used social media platform across most demographics. Three-quarters of Facebook users visit the site at least once a day. After Facebook, Instagram and Twitter rank as social media sites where businesses in all industries can interact with their consumers, building relationships and establishing trust.
Publish and Share Digital Content
Patients (and consumers as a whole) spend more time on a website when there is relevant content to read or view. Infographics, video, and engaging posts keep visitors on the website longer and on average, help establish the site as a trusted authority. Sharing relevant content from authoritative sources also can build trust, leading to calls for appointments.
Advertise Online with Google and Facebook Ads
Postcards, email campaigns, and billboards are common local advertising techniques. However, in today’s digital world, online advertising is effective. Online advertising, fortunately, has evolved beyond those annoying banner ads that would appear in the middle of a website post. Nobody liked those ads. Facebook ads integrate within a user’s regular newsfeed and appear much like a regular post. Other sites to consider for ad placement are Google, Instagram, Bing, and LinkedIn.
Measure and Track Marketing Efforts
Marketing strategies are great, but if they’re not measured and tracked it’s hard to know what is working and what is not. Google and social media sites offer analytics for tracking which posts have higher interaction plus other statistics. For example, Twitter offers analytics that detail consumer buying styles and more so posts and sponsored ads can better target their audiences.
INCREASE YOUR LOCAL SEARCH VISIBILITY WITH SUREFIRE LOCAL.
Local isn’t just part of our name; it’s what we do best. We want to help you develop a coordinated marketing strategy to get you found everywhere your customers are looking—without the unnecessary time suck or strain on your bottom line.
Learn all about Surefire’s hardworking marketing solutions by calling 571-327-3391 or by dropping us a line at firstname.lastname@example.org.