Healthcare Organic Marketing
Some medical practices invest in paid ads to drive leads, while others double down on organic growth, including direct outbound sales, speaking events, social media engagement, and SEO. Regardless of how aggressively you want to grow your practice, we’ve got you! Our team is HIPAA-certified and understands how to help you to get found while remaining compliant.
For Scrivas, we first facilitated a strategy workshop to align marketing with business goals. We then got to work and developed a new website & social media presence, including video shoots, as well as SEO, B2B sales support collateral, Fractional CMO support for marketing strategy, and proposal designs. We developed a branding package for a new division of the company, including assistance with naming, logo design, and brand guide.
Results:
- 46% of website traffic from organic (new) searches
- Multiple Google snippets from SEO-optimized blog content, driving greater exposure
- 120% increase in social media engagement since launching videos
- More professional proposals & higher close rate
Healthcare Marketing Fundamentals
- Pay-Per-Click Ads: Have you dabbled in Google Adwords without success? What if we told you that we can find any audience who has searched for your services, fits the right demographic, and perhaps has physically visited any location within the past 3 years to within 200 feet? On top of that, we use AI to optimize your ad spend between Google, social media, and even video streaming platforms like YouTube, Netflix, and Hulu. If you can describe where to find your target clients, we can reach them!
- A Website That Converts: Your website needs to load in 3 seconds or less, look great on mobile and make it very obvious what you do and why you’re different from other medical practices.
- Local SEO: Your practice needs to be on the map. This is accomplished by creating keyword-rich listings in hundreds of online directories, as well as geo-optimizing your website. It is one of the most cost-effective and fastest ways to be found and should definitely be part of your strategy. Bonus points for Local Service Ads if your practice area is eligible (ask us)!
- A Newsletter & Blog: Find a way to regularly connect with your patients, prospective patients, and fellow professionals by sharing a monthly newsletter with your blog excerpt, upcoming events, pictures of members of your practice in the community or with patients (always get permission), and health tips. Remaining top of mind will help with professional referrals and being the healthcare professional a patient will call when they have a healthcare need.
Next Level Healthcare Marketing
- Are you or your practice manager networking for referrals? Do you take full advantage of the handfuls of business cards you collect or do they sit on your desk? A CRM system is a perfect tool to automate nurturing those leads. Send customized emails that look like you fired them off from your account personally. Ask for referrals and testimonials, automate aspects of your new patient onboarding. Did an initial consultation not convert to a patient? Send an automated check-in. Looking to send cold emails to referral partners that actually make it through spam filters? We do that too!
- Social Media Visibility: Your physicians can drive leads through their personal brand, and you’ll want to promote your practice. Do you have Healthgrades and LinkedIn profiles? Do they have positive reviews? Are you active daily on LinkedIn, Facebook, Instagram & Twitter? Have you tried TikTok? We love creating interesting & educational content!
- Social Media Engagement: Visibility is the first step, but you want to network online the same way you network at events. Join wellness and community online groups, comment on posts, share and make connections. Out in the community? Share pictures! Can you profile patients with their permission, or describe cases without names? Share testimonials? We’ll also help you to start your own online wellness community and host lives.
- On Page SEO: This involves optimizing the load speed of your healthcare practice’s website (like an untuned car, it will slow down over time), making changes to the code to be more search engine friendly, and optimizing your content for target healthcare keywords. A proper healthcare SEO strategy will help your Adwords campaign to perform better and cost you less per click.
- Online Reviews: People really do care what others think, even when it comes to choosing a healthcare professional. The more 5-star reviews you have on Healthgrades, Facebook, and Google, the more confident a patient will be in working with you. Even if they find out about you elsewhere, you can be certain they are checking you out online.
- Videos and Photos: On your website, show professional photos and videos of you working with patients. Shoot both short and long-form videos for your website and social media of you providing wellness tips, sharing a story of a patient who did or didn’t do something that either saved them or caused issues, or of a patient saying nice things about you. Always ask for permission or describe cases without names. Visitors to your website or social media should get a feel for what it would be like to work with you.
- Digital Out Of Home: Gain visibility with your target audience through digital signage at restaurants, salons, outdoors, and more. With targeting by zip code, even smaller budgets can make an impact!
In the enlightened words of Yoda: “Do or do not, there is no try!” You folks just DO a great job! Like he said, there is no try.”
Dr. Michael Newman, DC, PA
