Nowadays, people turn to the Internet to search for almost everything. From the weather forecast to relationship advice, people around the world turn to the Internet for answers. Unsurprisingly, people also search online for answers regarding a wide range of health-related issues. But what exactly does this mean for your practice?
How can your practice take advantage of health searches?
Did you know that 80% of Internet users, or about 93 million Americans, have searched for a health related topic online according to a study conducted by Pew Internet & American Life Project? This means that the act of looking for medical information is one of the most popular activities online. Furthermore, 63% of people go online to look up for information about a specific disease or medical problem. But how can you take advantage of these statistics?
Clearly, people are interested to learn more about health-related topics, and it would be beneficial for your practice if you can direct people who are looking for those topics to your website. This would increase your site traffic and leads, creating opportunities to get more patients. You can do that by creating an innovative and strong content marketing strategy that focuses on sharing information about specific diseases and health problems.
What is content marketing?
Creating quality content could be the best way to promote your services online. According to the Content Marketing Institute, content marketing is a marketing technique of creating and distributing valuable, relevant consistent content to attract and acquire a clearly defined audience. The objective of content marketing is to drive profitable customer action. It is important to put emphasis on the word “valuable.” The information you put online should be valuable, informative, and helpful to your target audience.
Here are some of the prominent content marketing examples that different organizations use to promote products and services:
For many organizations, including medical practices, gaining online visibility is one of the best way to grow subscribers, leads, and ultimately revenue. Writing a blog is a cost-effective way to promote your medical practice and control your online presence. By creating blog posts that are valuable and informative, you can grow your website’s authority and online rankings.
Every time you post a blog on your website, it’s one more opportunity for you to show up in search engines and drive more traffic to your website. Think back to the 63% stats, this is a great opportunity for you to write topics pertaining to medical problems or diseases. For example, if you are a pediatrician, you might want to write blogs about the most common childhood illnesses, how to treat kids with asthma, or what to do if a child gets a cold. There are numerous topics that you can write about. If people are already searching for those topics, give them the information that they are looking for on your blog.
Additionally, blogging can help you get discovered on social media. Your blogs should be shared on social networking sites such as Facebook, Twitter, and LinkedIn. As a result, it will expose you to a wider audience (or in your case, more potential patients).
To drive more people in your website, you should be constantly creating and delivering new content to your audience. Here’s why – it will help you stay relevant and also keep your content fresh. One way of doing that is by using an infographic. An infographic is a visual image that is used to represent information. Infographics are effective in digital marketing campaigns, and they can be a highly-engageable piece of content that can be advantageous in attracting a new audience (potential patients) on social media. A beautiful and well-designed can be the driving force to promote your practice well.
Creating infographics could be helpful in raising brand awareness and establishing your profile in the healthcare industry. Suppose you are an allergist. It would be beneficial if you will create an informational infographic about indoor and outdoor allergens or create a comparison infographic about the different treatments and medications for allergies. In creating one, make sure to use striking, engaging visuals to communicate information clearly to your readers.
Creating videos can also be a powerful content marketing strategy. Video marketing is a largely untapped form of content marketing because people think that producing a video is expensive and hard. However, according to Wyzowl statistics, 63% of businesses have started using video content marketing. Out of those, 82% of businesses feel that video marketing is an important part of their strategy. Just adding a video on your landing page, or anywhere in your website, can increase conversions by 80%! However, the effectiveness of using a video is not exactly that surprising. After all, our vision is our dominant sense. So, if photos can already boost engagement, just imagine what a video can do to your medical practice!
A lot of people are searching for treatments to common medical problems. So if you are a psychiatrist, you can create a short clip on how to improve the physical health of people with mental disorders or you can provide a video that would help them manage their mental illnesses. Although the production of a video takes so much time and effort, it provides a good return on investment. With video editing tools found online, creating videos can now be affordable and easier to make.
One great way to promote your medical practice is to have your own eBook and distribute it to your current and potential patients. An eBook is a digital book that is available online and on electronic devices such as an iPad, Kindle, or even a smartphone. The topic of your eBook should be related to your medical practice so that when your target audience reads it, they will be more likely to come to you for more information. You can write about your practice’s area of expertise and the services you offer. This might include illnesses you cure as well as the treatments and medications available.
You can email your eBook to your current patients, and it would be advantageous if it’s downloadable on your website. It is a great way to be positioned as a thought leader in the healthcare industry by showcasing your medical knowledge and expertise. And, by distributing an eBook, you can attract potential patients, raise brand awareness and promote your practice’s expertise.
Regardless of what content marketing medium you use, it is undeniable that it is important to your practice. The return on investment (ROI) for content marketing can be astonishing if executed properly. Additionally, it provides additional benefits as it supports other digital marketing channels. It also contributes additional content for social media marketing and contributes to SEO efforts by generating natural inbound links. In most organizations and businesses, their SEO efforts are in fact focused on content marketing.
At the end of the day, the use of medical content marketing to promote your practice will help you raise brand awareness, increase your leads, and eventually increase your revenue. But sometimes, you just don’t have the time to focus on creating valuable content. Website4MD can help you with that. Our team of skilled medical writers always creates content that is both engaging and informative. And most importantly, our content ranks well in search and consistently converts prospects to patients. Schedule a meeting with us and we’ll help you establish some medical marketing strategies to get you started.