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A study conducted by Google found that the number of online searches for allergy symptoms has grown by over 35 percent year after year. Here’s what that means – more people are looking up allergy solutions online, which includes searching for an allergist.
So, if you’re an allergist, you need to remain competitive in order to grow your practice. And one way of doing that is to figure out how you can utilize digital marketing to help you attract new patients.
The Rough Waters Of Digital Marketing
Running a medical practice is just like running a business. And you have to do everything that you can in order to help your practice grow and thrive. It’s not enough that you have a few loyal patients. Every year more and more doctors are joining the healthcare industry. As a result, if you don’t find a way to get to attract patients and gain a competitive advantage, your practice could suffer.
When you take a dive in the rough waters of digital marketing, you can either ride along with the waves or let the waves overpower you and get washed ashore. There are currently 4,460 board-certified allergists in the United States. As an allergist, this makes the competition very tough, especially if you haven’t really established yourself in the healthcare industry. If you ride along with the waves, you may be able to sustain your medical practice, but it’s risky, and you can’t do it alone. You need a team of experienced “medical surfers” who can ride along the waves with you and guide you.
Here’s what it boils down to – don’t be scared to invest in marketing your allergy clinic online. That’s part of running a medical practice.
Online Marketing Opportunities For Allergists
#1 Build an Impressive Website
When you decide to start building your online presence, the first thing you should consider is building a visually appealing website that will blow visitors away. However, this is very challenging. Creating a really good website is not easy. And honestly, you probably don’t even know where to start.
The first thing you should do is to hire a professional website designer who knows how to promote physicians, allergists in your care, and who can bring the vision of your website to life. And of course, you want your website to be aesthetically pleasing and also deliver a great user experience. You should also make sure it’s mobile friendly because most people nowadays use their smartphones more than computers or laptops.
Why Website Design and User Experience Matter
Did you know that 75 percent of consumers judge a businesses’ credibility based on how their website looks? That is a huge percentage, so don’t just brush off that fact. And, please, make sure that your visitors (likely potential patients) don’t have a hard time navigating your website.
Another quick fact, did you know that 38 percent of consumers will leave a website right away if the content and layout is just plain dull and not engaging? So here’s the bottom line – if you want to attract new patients, work with a web designer to create a website that is attractive, user-friendly and mobile friendly.
#2 Target The Right Audience
Some businesses try to target everyone nearby. However, you shouldn’t do that. You need to segment your target market. Because if you don’t segment your target market, you could be using valuable resources for advertising without a chance of gaining new leads.
There are 4 main ways to segment your target market.
- Marital Status
- Family Size
- Geographic Location
- Social Status
- Brand Preferences
- Price Sensitivity
- Service Preferences
- Buy Based on Trends
- Influenced by Peers
- Relationship Importance
- Purchase History
- Where They Shop
- Type of Store Preferences
- Association Memberships
- Internet Usage
- Country of Residence
- Political Climate
- Payment Methods
- Languages Spoken
Targeting the right audience can be very powerful and can connect you with potential patients. Here’s how:
- It can help you craft specific messages that capture the attention of your target market. When you tailor specific messages for your audience, they will feel more special because your message will sound personalized and people love that.
- It helps you focus on your potential leads by reaching the specific people who are looking for you. Reaching out to everyone is just not feasible. That would take too much time, effort, and resources. Limit your target market to possible patients who are close to your clinic location and who are looking for services that you specialize (in your case allergy, asthma, and sinus). By doing this, you will be able to carefully plan out your budget for advertising. As a result, you’ll be able to receive a high ROI.
- Now that you know who your target market is, you’ll be able to figure out what strategies to implement – which social media platforms to use and which types of media.
#3 Create Valuable Content
Without valuable and informative content on your website, your marketing strategies won’t yield positive results despite having a nice looking website. Normally, creating content includes blogs, videos, and social media posts. As an allergist, you may choose to write blogs about how to survive spring allergies or video techniques on how to relieve seasonal allergies.
Don’t have time to invest in marketing? We know that you have other tasks at your clinics, such as medical billing and patient care, that already requires a lot of your time and attention. That’s why many allergists and immunologists are starting to outsource their digital marketing needs and content creation to qualified medical marketing agencies. A medical marketing company, such as Website4MD, can handle all your digital marketing needs on your behalf.
#4 Advertise Your Content
Creating content is not enough, you need to promote/advertise it. You need to ensure that your content reaches your target audience and catches their attention. Here are two ways to ensure that your content reaches your target audience.
What marketing platform do you think is the perfect avenue to (potentially) reach hundreds of potential patients with just one post? Yes, social media! Facebook, YouTube, Twitter, LinkedIn, Instagram – you name it. You can take advantage of the power of social media to help you grow your practice and attract new patients. Just think, if you shared the blog that I mentioned, about how to survive spring allergies, on Facebook. If it was a well-written, very informative blog, that blog could potentially get hundreds of shares, meaning it would reach a large number of potential patients.
Email marketing is one of the most effective ways that can help you stay connected with your newsletter subscribers. Most people check their emails every day and if you strategically send out emails regularly, it could help you create or build a good relationship with your existing and potential patients.
#5 Generate New Leads
Typically, the main digital marketing goal is to generate new leads. And as you produce new leads, you have the potential to turn them into new patients and increase your revenue. Of course, your top priority is to provide excellent patient care. However, you also need to gain new patients in order to increase your revenue, which is where digital marketing can help
However, generating new leads can be tough. And if you’re now well-versed in digital marketing, it can be even tougher. That’s why you should consider hiring a team of digital marketing experts who can help you generate new leads.
In The End…
I know how much work it takes for medical practices to make their digital marketing efforts a success. I also know that most medical practices don’t have the time or knowledge to do it alone. Website4MD can help your allergy and asthma practice with all your digital marketing efforts.
Give us a call today and we’ll help you kickoff with your digital marketing strategy!