Did you know that 77% of online health seekers began their last session on a search engine? When you’re marketing your healthcare practice online, it’s important to anticipate what your patients are looking for – that way, they find you and your practice online! As with any business, having an idea of what your customer needs and wants makes it easier to create an effective online healthcare marketing plan that will get you the results you want. But is it possible to really know what your patients want from their healthcare provider online? Here are a few tips to help you answer that question:
Stick to Your Expertise and Services
Whether you run a medical, dental, physical therapy or veterinary practice, no one knows what you can offer better than you. Start by promoting your own knowledge and services to help attract the patients you want online. If you find that patients want more than what you offer, you can consider expanding your services and expertise then.
Pay Attention to Online Reviews, Questions and Comments
If you’re on an online review site like Yelp or have a business page on Facebook, be sure to pay attention to the comments and reviews you receive. Did anyone leave a follow-up question on an article you posted? Has anyone asked if you provide a certain service that isn’t explicitly promoted on your site?
Reviews, both positive and negative, can also provide insight into what it is your patients are looking for. Paying attention to them gives you the opportunity to tailor your content to what your patients want and add SEO optimized content to help more patients find you online.
Poll Your Audience
The quickest way to find out what your patients want from you online is to ask them. Poll your patients on what specific content they’d like to see more of or see if there’s a specific medical topic that you haven’t covered that they’d like to learn more about.
Know Your Competition
Another way to find out what your patients want online is to see what your local competition is offering. Check out the websites and social media pages of other healthcare practices in your community – what do they offer that you don’t? And is it something that patients in your area are looking for? Most importantly, is it something that you can offer them? If so, then you know how you should tailor your content going forward to attract those patients.
Create a Brand
Developing a brand identity and establishing who you are as a medical practice will, in a way, give your patients what they want. Having a clear message about your practice will help you establish who you are to your patients and give them a clear perspective of who you are, as well. When we’re choosing a business to go to, we do so because they represent something that we’re looking for. Having your own clear message will help you attract the patients that you want online.
At Practice Builders, part of our many services is to help our clients establish a brand identity. If you’d like to learn more, contact one of our healthcare marketing consultants at 800.679.1262.