Healthcare content marketing attracts web traffic—leads you can convert into patients for your practice.
Are you wondering what your clinic can do to get more patients?
It doesn’t matter if you’re a newly-established medical practice or a clinic that’s been serving the community for a long time—you want to attract as many patients as possible. The more, the better. At the same time, you don’t want to spend a fortune on patient acquisition. So what options do you have?
In this post, we’ll take a look at low-cost digital healthcare marketing opportunities you can take advantage of to grow your practice.
How to market healthcare services online
Tip #1: Build a website for your healthcare establishment
These days, a prospective patient’s first destination for medical concerns is the internet.
From looking up their symptoms to checking ratings and “near me” searches for doctors, dentists, and vets – it all begins online.
That’s why the first step in a successful healthcare marketing strategy is to invest in a high-quality website with SEO copy.
Keep in mind that the best clinic websites are informative and user-friendly. In other words:
- Navigation is straightforward. Your menu and overall structure should be logical and up to the latest best practices.
- Visitors can quickly find what they’re looking for. A lot of the time, these individuals are in a rush. So whether they’re searching for your opening hours, information on the doctor’s background and experience, or how to get to your clinic via public transport, make it easy to find.
- It must be easy to schedule an appointment or contact your clinic. Your contact details should be prominently displayed and if you’re offering telemedicine services, how it works should be crystal clear.
If you already have a website, make it a habit to check how your website is performing. How effective is your copy? Are your pages discoverable (for the keywords you’re targeting) on search engines? Are you getting appointments through your website? Your analytics will show if and where you need to make improvements.
At the end of the day, a website’s design works hand-in-hand with compelling copy to turn traffic into paying patients. These clinic copywriting tips will help you write better web copy for your healthcare practice.
Takeaway: Don’t rely on foot traffic or word of mouth to get patients through your front door. Instead, be present where potential patients hang out: the internet.
#2: Create specialized medical landing pages
Once your website is up and running, it’s time to consider making use of targeted landing pages. Landing pages focus on one topic only so as to drive conversions.
Tip: Here are the different kinds of landing pages you can take advantage of depending on your marketing goals.
Since visitors are actively seeking information on a specific topic, there’s a higher likelihood that the individuals who click through to your page will eventually take action – like phone you up to inquire about your services or schedule a consultation.
An ophthalmologist, for example, might create a landing page around the signs and symptoms of glaucoma and why early detection is important. The page would encourage and make it easy for readers to schedule an eye exam.
Takeaway: Landing pages focus on one topic and are highly-targeted in nature, which means you get relevant information in front of the right people at the right time. Always factor search intent into your landing page copywriting!
#3: Promote your practice with healthcare marketing articles
The medical practices in your area are all competing for the same patients. That’s why there’s really no replacement for a strong internet presence.
One way you can achieve that is to engage in healthcare content marketing.
Tip: In order for your posts to be successful, it’s necessary to develop a healthcare content strategy to guide all your content writing efforts.
Health-related articles help you reach potential patients at an early stage in their search for the appropriate healthcare service provider. For example: You can capture someone at the point where they’re still looking up their symptoms and debating the need to see a doctor or not.
Either way, whether you write informative healthcare articles or simply want to share lifestyle tips relevant to your field of practice, always remember that your content is an extension and reflection of your brand. Very often, your name is the brand. That’s why you want to put a lot of care, thought, and attention into the healthcare content you’re publishing.
Takeaway: Medical marketing content is great for SEO but it also allows you to build trust and credibility with potential patients—two critical factors for success in the healthcare sector.