Long gone are the days when the medical world could just rely on referrals from their colleagues.
Two things have spurred this catalyst: the first being the advent of a digital age in which consumers can have research at their fingertips to help with decisions that they used to leave to the "professionals." The second being the Affordable Care Act, wherein now, the freedom of choice in providers has opened up new levels that have not been seen before.
This creates a whole new world, not only for the patients, but now also for the providers. First, one must consider how truly competitive the medical industry is and understand that anything that can create an edge over the competition should be looked at. In days past, a practice could rely upon basic marketing principles, such as the Yellow Pages, radio, newspapers, and word of mouth. Now, however, the internet is arguably the most important marketing method that you can have. Just having a website is not enough, though. You need to appeal to your potential clients and you must engage them.
SEO, Social Media, and Reputation Management are now the tools that need to be employed to develop a reputation as a provider of choice. What these tools will do for you is make you stand out in the sea of information on the search engines as well as help you to build trust. Having a high ranking in the search engines is important as the typical person will only search so far before making their choice. The social media portion is important in that it helps you to provide valuable information to your patients and potential patients, yet it also allows you to engage them on a more personal level, creating trust. Your competitors are likely already doing things like this and should you decide to ignore it, you are, without a doubt, falling further and further behind.
There are many modalities and complexities when it comes to Internet Marketing, least of which being Google's constant changes and tweaks to its algorithm. What you should realize, though, is the need to develop keywords and terms that specify your specialty and practice and build upon that. Secondly, engaging the public-at-large with info that is relevant to their needs and tying everything back together will position your practice as an authority.
This is accomplished by utilizing keywords and targeting them through correct use on your website and developing backlinks that lead to your site. Additionally, develop appropriate content and utilize social media to increase the exposure that your practice is receiving. This, however, must be done correctly and remain compliant with the terms of service of the search engines. Failure to do so can lead to diminished rankings and even a ban from the search engines. Can you afford that to happen to your practice?
In closing, here at IMAGINE, we have a group of experts ready to assist you in this area. We are committed to your success and the success of your internet marketing efforts. Feel free to contact me directly for more information on how IMAGINE can help develop the strategies that will work for you.
ABOUT THE AUTHOR
Rob Gomes is a 20 year veteran of the Internet Marketing Industry. Serving as the SEO Manager at IMAGINE, Rob is constantly studying and putting into place key strategies to assist in the marketing efforts of our number one priority – our clients.