Here’s the hard truth: You need to invest in digital marketing if you want your healthcare practice to remain competitive. The unfortunate reality is that digital marketing can get costly, and not every digital marketer is worth his weight in conversions. So if you’re going to make the investment ¬ as you know you need to ¬ be sure to do it carefully and cautiously so you don’t waste your time and money.
Here are the top five digital marketing issues you need to consider as you look to hire an effective digital marketer for your healthcare practice:
1. A long-term marketing plan. Don’t be afraid to ask a potential digital marketer to describe for you the 180-day marketing plan that he/she envisions for your healthcare practice. While a decent digital marketer might think three months ahead, a more skilled marketer should be thinking much farther into the future. The foundation you build now with your online presence will support your future marketing efforts. You want a digital marketer who will test and refine strategies along the way, not someone looking to implement cookie-cutter solutions with no plans to test results.
2. Solid metrics to gauge marketing results. You want your marketer to measure not only followers and traffic, but also conversions – the people coming into or returning to your practice because of your digital marketing strategy. Pay-per-click (PPC) advertising is a great tool, but make sure your marketer can track a lead from a PPC ad all the way to that new patient lead. You also want to rank high in search engines and make sure your marketing efforts pay off in retaining current patients.
3. Future plans for your website. Be cautious if your prospective marketer seems more interested in beefing up your website with bling but isn’t discussing your site’s current analytics. Your digital marketer should be able to show you what your site’s traffic and conversions look like now, how they compare to other medical practices similar to yours and what the marketer plans to do to your site to get ROI for your practice.
4. Social media solutions. Be sure to inquire about which social media solutions your prospective marketer proposes to use for your practice. It should raise a red flag if he/she wants to just get your medical practice linked into as many channels as possible without a strategy. Your marketer should first be considering which channels your patients will likely frequent and why. Pay close attention to how a prospective marketer will select and post on those channels as well as how he/she intends to convert those followers into new or returning patients.
5. An email marketing plan. If you’d like your digital marketer to handle your email marketing, you should ensure he/she knows the rules for healthcare and, once again, ask about conversions. Can he/she measure click-thru and conversion rates? You want to know you’re generating some form of patient contact as a result of the emails. Does your potential marketer have strategies to improve your list quality? It’s also important to know how much you’ll need to spend to produce the emails vs. how much patient traffic you should get in return.
There are a lot of details to consider when creating a digital marketing strategy, but Practice Builders has the tools to help! Do you need more guidance on how to hire the right healthcare digital marketing person for your practice? Sign up for a free consultation with us and we’ll help you. Call us at 855.898.2710 or email us at firstname.lastname@example.org.
PB product: Want more guidance on how to hire the right digital marketing person for your practice? Sign up for a free consultation with us and we’ll help you. Call us at 855.898.2710 or email us at email@example.com