Your healthcare-related business is set up and going pretty well. But, you know for a fact that it can be even better. However, the marketing strategy that you currently have set in place doesn’t seem to be putting out much of an ROI (Return of Investment).
Believe it or not, you’re not the only medical professional struggling with your marketing strategy. In fact, many business owners (regardless of the industry) often face challenges with content marketing for their business.
So, how can you address these struggles and make your healthcare practice more noticeable and kick that ROI into gear?
The first step to recovery is acknowledging you have a problem, right? Same goes with marketing. Your first step is to recognize where your downfall is when it comes to marketing your business and go from there.
Let’s take a look at some of the top marketing challenges that medical professionals are facing. And find out how you can take back control and get back on track in your business.
Top Challenges in Medical Marketing
Unfortunately, there are many healthcare professionals out there marketing the wrong way. Here are a few ways that medical professionals are struggling when it comes to marketing.
Implementing a Digital Content Strategy
Let’s face it, paper advertising just isn’t going to cut it anymore. You need a digital online content strategy to keep your current and potential clients informed and up-to-date. Providers can use online content to impact a patient’s health positively and give them useful information for when an office visit is not available.
Of course, it’s not going to replace a good old traditional visit to the office. But the more helpful information that you provide online, the better your chances are of having a prospective patient visit your office.
Let’s not forget to mention the positive impact that quality content will have on your Google rankings. Or any search engine for that matter.
But remember, in this case, creating content for the sake of having content on your site isn’t going to suffice. The content you create needs to be relevant, useful and engaging for your consumers.
Distinguishing Your Practice From the Competition
The power of knowing your competition and how your business compares to theirs is essential. What do you offer that no one else does? Sure, there can be plenty of providers offering the same services as you, but how are you different?
Is your knowledge of recent technology and medical care up-to-date? Can you provide your clients with services and care that the competition fails to deliver? If not, you could be losing potential clients.
In addition, failing to advertise these advantages also can affect your ability to reach new clients. It’s important to promote these resources on your website and social media accounts to ensure that you are reaching the right people and putting yourself out there as the best in your industry.
Not Making Mobile a Healthcare Marketing Priority
It might seem quite obnoxious, but let’s face it, most of America spends a heck of a lot of time on their phones. In fact, studies show that 80% of Americans own or use smartphones in this day in age.
So, if you are not leveraging mobile marketing, you may be losing out. It’s a simple way to connect with patients directly for easier communication. With the ease of use for emails, texts, location services, phone calls, etc, mobile marketing should be a top priority for your business.
Doing research through a smartphone while on the go is a quick way for your prospective clients to search and grab the information they are looking for and access your website. If your website is mobile friendly and has access to mobile marketing, you are already ahead of the competition.
Under-Investment in Healthcare Marketing
You can’t expect to go to the corner store and ask for change for a $10 bill and expect to receive four $5 bills in return. Investing in healthcare marketing is the same concept. Marketing the right way (and the best way) is going to cost you.
But if you do your marketing the right way, it’s going to leave you with a better RIO. In fact, with the proper investment strategy, your ROI could end up being around 5:1. And that’s just the standard.
Once you get into the swing of things and continue investing properly into your brand, your long-term ROI could become 100:1. Sure, that’s not the normal, but it’s definitely possible and does happen.
Targeting Your Prime Audience
One of the most important marketing strategies that many individuals seem to ignore is knowing and understanding your potential clients. You have to properly target your prime audience to target their needs, challenges, and healthcare situations.
The easiest way to do this is to develop a client avatar (or persona) and figure out what they desire the most. Find out their struggles and strengths. Acknowledge what they will be coming to you for and what they need from you.
This will ensure that you are targeting and reaching out the right audience and bringing in the right clients for your practice.
Strategies for Promoting & Marketing
There are a few techniques that you can use to ensure that you are marketing and promoting your healthcare business efficiently. And one of the main methods is through digital content marketing. This may seem like I’m sounding like a broken record here, but digital content is extremely effective.
Why? Let’s take a look at some statistics here.
A total of 77% of all patients use search engines during their decision process prior to actually booking an appointment. And a whopping 83% of patients use hospital sites to do research on a specific practice.
It’s important to have quality content and information on your website to ensure that your prospective clients can get the information they are searching for. It will also help them make the decision on whether or not to choose your practice. So, it needs to be relevant and informative.
Consistent branding techniques will also ensure that you are using effective marketing. What is your brand about? What’s your mission and what makes your practice relatively unique? Finding out your unique brand is going to be effective in helping potential clients learn and remember you and your name.
It may take a little trial and error. But once you have figured out what works best for you and your practice, everything will come together smoothly.
Your healthcare marketing strategy will depend on your brand and how you want others to view you and your practice.
It all comes down to who you want to serve and what you want people to think about when they hear your name.
And stay consistent with it once you find something that works. Remember, you want your clients to refer others to your practice based on your values and mission. Give them something to rave about.
How to Market Healthcare Services
It’s time to market your practice using elaborate marketing strategies for your healthcare practice. You want to become efficient in techniques that will help your business grow effectively. So, here are a few steps to get you started with an elaborate marketing strategy to keep your clients informed, engaged, and hungry for more.
Plan your budget
Plan your budget accordingly. Remember the importance of investing in effective marketing. Figure out the budget for your business and make room for marketing expenses.
You’re going to have to spend money to make money. But keep in mind, any old marketing strategy won’t suffice. It needs to be well planned out and targeted to your specific audience.
Who do your products/services help? How old are they? What are their interests? What are their primary problems? And, what will your products/services do to help them?
When you begin planning out your marketing strategies, this client avatar needs to be etched into your mind. Imagine you are targeting that one person and speak directly to them addressing their challenges and how you will help them.
Use social media to keep your audience engaged
Social media isn’t just used by teenagers looking to connect anymore. In fact, if you’re not efficiently using social media to grow and market your practice, then you could be losing out on a lot of clients.
But it takes consistency to build your online reputation. And you are going to have to understand and market your target audience while posting engaging and relevant content.
Think about it this way. Someone is searching the internet for an answer to their healthcare question, and they land on one of your articles. They click on that article and it brings them right to your website.
When you have an entire blog of engaging and relevant articles, that potential client can get to know you and your entire brand. In turn, possibly becoming a new client at your office. If they like what they see, of course.
Send out newsletters
Keep your current clients up to date and send them monthly tips directly to their inbox through a monthly newsletter. These newsletters can help you stay connected to your current clients, while also building new clientele.
Use your website to grow a list of subscribers to your monthly newsletter, and watch your business begin to explode with growth. Of course, it won’t happen overnight. But with consistency and quality content, you can grow a useful email list for your practice.
There are many marketing challenges that medical professionals are facing. Why? Well, as you can see, it’s not exactly a one-size-fits-all answer. Mostly because everyone struggles differently and everyone has different strengths when it comes to their business.
However, these top challenges can assist you in identifying the main struggles and if you are one of those medical professionals that need a boost in your marketing techniques. It’s all about trial and error while finding out which technique works best for you and your practice.
Have you found one marketing technique that you struggle most is? Are you looking to find a new content strategy? Let’s have a chat to see how we can build your content marketing strategy and boost your following.