Medical Practices tend to be local or regional service providers and market themselves as niche players focusing on their specialty such as dentistry, audiology, cardiology, internal medicine, plastic surgery, etc.
The online (website) strategy is typically a direct to consumer informational website. Most medical practices rely on physician referrals and try to accommodate both audiences with their website and literature. The local nature of the medical practice’s prospect base allows for a balanced marketing approach using both inbound marketing and traditional (outbound) advertising approaches.
Inbound marketing allows physicians to differentiate their medical practice by enhancing the role of their website from serving as an online brochure to providing rich information on their medical specialty. A medical practice’s website content marketing strategy focuses on credentialing the specialty skills and expertise of their physicians, the medical treatments offered and their hospital or research affiliations on the website. The information can be structured to educate and inform prospective patients on treatment options and attributes of their medical condition. By enriching the viewer experience, through content, Google will reward your website with a higher ranking , making your website a magnet for potential patients.
Medical practice advertising has grown in popularity over the last several years, particularly print ads in local newspaper and magazines. Some medical practices have made significant investment in print ads as a way to build their brand in the community.
A smaller subset has embraced social media as a vehicle to engage (in a fun or serious way) current patients and prospective patients. Social media can be a place for patients to tell their stories and a way to encourage community involvement.
Most specialty medical practices rely heavily on their referral network as a source for new patients. This is often an ignored element of the marketing mix. Two techniques can be used to more effectively create referrals, if the referring physicians are willing participants.
First through pamphlets or referral literature in the patient waiting room and with posters strategically placed in patient rooms promoting a preventative care treatment.
Professional medical practices, on the other hand, typically require a range of marketing services to optimize revenue growth, and in some case compete in highly competitive medical specialties:
- Branding to refine brand positioning and brand messaging
- Website updates or new website development
- Inbound marketing plan development, campaign planning and execution.
- Mobile website
- Literature and posters for referral marketing and logo design
- Local/regional radio, TV, print, direct mail, every door direct mail, e-Mail advertising
- Public relations to support community involvement and announce major happenings with the medical practice
- Internet advertising (Google ad words, and search engine optimization (SEO)
- Content development and posting services for social media and blogging
- Promotional items with your logo
All medical practices are now required to implement electronic medical records. This creates an opportunity to service their patients more efficiently, with an online patient portal. Medical practice websites can be enhanced to incorporate integration with the electronic medical record system.
The Marketing Department, in Malvern, PA provides branding, inbound marketing, website development and advertising services to professional medical practices.