Pediatrics Marketing Strategies for Your Practice

While treating patients is your priority as a pediatric health care professional, you’re probably concerned about other aspects of your practice.

Marketing could be one of them. You might be wondering how to attract more patients and engage better with the ones you already have.

If that’s the case, consider doing some or all of the things on the following list. They could help you explain and promote what you do and build your practice.

Design an easy-to-use website

Many medical marketing campaigns start today with websites.

There’s a good reason for it. When they’re looking for information, many people turn to their electronic devices and search engines to tell them what’s what.

So, it’s worth the effort to create an informative website. A good, comprehensive page needs lots of content, and good content takes time.

It also takes expertise. Considering hiring professionals who specialize in pediatric website design and other medical sites.

The professionals could explain what your practice is and what it does. They might create pages about the different conditions your pediatric practice sees and explain how you treat them.

By creating and posting these pages, your practice is demonstrating its knowledge and competence. This knowledge is especially powerful if people are able to access it easily.

Incorporating a design that’s easy-to-read and use allows people to find answers to their questions and contact you. You could even create separate pages for children of different ages so they feel more involved in their care.

Publish a blog

Blogs are often a vital part of health care websites.

A medical practice website typically includes information about what practice does, the medical specialty or specialties it treats, instructions for contacting its office, its hours of availability, and other facts.

But medicine is more than facts. It’s also about heart, since pediatrics focuses on children and their problems. The best pediatric practices and websites address the fears and emotions of their patients and the people who care about them. They acknowledge concerns and do their best to alleviate them.

Blog posts are a good way to address concerns:

• They’re short and targeted, so people don’t need to wade through loads of content that doesn’t relate to them.
• They’re published frequently, so practices could discuss current events.
• They’re often less technical and more emotional, so professionals could address how people feel about certain topics.

Recruit employees who are good writers to create these blog posts. As employees, they’ll have a good sense of what your practice is and isn’t doing. They’ll provide firsthand accounts of your practice that could speak directly to current and prospective patients.

Stay current

Websites and their blog posts are most effective when they’re as current as possible.

Since the start of the COVID-19 pandemic, we’ve seen how timely medical information can enhance and even save lives. Your website could also provide current information that helps patients and their loved ones.

Is there a disease going around that’s affecting children? Talk about it in your blog by explaining what it is, how you treat it, and exploring the facts and myths surrounding it. Consider adding a few links from reputable sources such as the Centers for Disease Control and Prevention (CDC) that explain what’s happening and what people are doing about it.

Including current information in your websites and blogs serves many purposes. For one, it shares this information with people.

Sharing also helps your practice. It enhances your reputation, showing that you’re eager to help and qualified to do so. It also demonstrates that you’re paying attention to your site and the world around you. Current patients and potential patients will see that you’re vigilant, that you’re proactive and ready to take action instead of reacting and falling behind.

Use SEO strategies

Incorporating SEO strategies is another way to keep your website current and your patients engaged.

SEO, or search engine optimization, includes strategies to increase the chance that online search engines will find your practice’s website and hopefully list it high on its pages of results.

Professional marketers could work with your practice to create websites and social media strategies with SEO in mind. These strategies could begin with adding a few keywords to your pages and platforms.

Certain keywords might not appeal to everyone, but since they’re so focused, they might appeal to people who might be more eager to use your services. For example, you might want to mention on your web pages that you’re located in a particular geographic location.

When people search for your specialty and that geographic location, search engines will find the pages where you’ve mentioned both. The search engines are helping prospective patients find you while promoting your medical services.

Post on social media

You can’t talk about online promotion today without mentioning social media.

This isn’t saying you need to make daily TikTok videos (unless you want to). But social media could be useful for promoting and interacting.

• Instagram could be a way of sharing pictures about conditions, such as what different pediatric rashes look like and when people should seek medical attention.
• Facebook allows your practice to post frequent, timely posts and respond to messages from other people on the platform.
• TikTok or YouTube could include videos where you discuss recent patient questions or explain health-related news.

You and your coworkers don’t need to be on these sites all the time, and you probably can’t anyway because you have a practice and patients.

But adding occasional posts shows that you’re knowledgeable about your field and technology. It shows how you’re eager to learn and share your findings and assistance.

Reach out with email newsletters

Maybe you want to provide information in slightly more personal ways.

You might have things to say about pediatric marketing that just don’t fit in your website or blog. That’s where email newsletters might be handy.

Email newsletters are tools that could help pediatric practices inform, engage, and update. You might want to include more personal information about your practice in such messages.

Are certain employees doing exceptional work? Are you welcoming a new employee to your office? Discuss those developments in your newsletter.

Have patients been coming to you with general questions about diseases in the news or concerns about your office? You could address those in your newsletter as well. Because of HIPAA and other concerns, don’t mention specific patients in your newsletters, and be sure to take any private matters offline.

But if you’ve addressed privacy or other concerns, newsletters could be a good way to explain many things. Since they’re current patients or people who’ve expressed an interest in your office, your audience is already engaged with what you have to say and may be more likely to respond positively.

To discuss newsletters, blog posts, websites, and other promotional tools, contact Practice Builders. We’ll help you develop market strategies that could build your practice and engage with your patients.