Online & Social Advertising Are On the Rise! What Does it Mean for Your Practice?
February 8th, 2012 by Kayley Conti
It’s time to start thinking about where you’re spending your practice’s marketing dollars! Studies show a significant shift in consumer trust in advertising, a result of social media and consumer-generated information becoming the new “go-to” for product and service information. If your practice’s advertising focus is strictly on more traditional forms of media, it’s time to rethink your marketing strategy.
Nielsen’s latest Global Trust in Advertising report suggests that social media, online reviews & recommendations, email campaigns and branded websites are among the most trusted forms of advertising.
The Good News?
The good news for your practice is that these newer, more interactive forms of advertising can also be easier to obtain and more cost-efficient!
4 Steps Toward a More Effective Internet Marketing Strategy
Establishing a positive online presence takes some effort, but the results are worth it! Here are 4 steps toward selling your practice to your online audience:
1) Make sure your website is effective and visible on the web.
Having a website for your practice is crucial these days. As more and more sites are added to the Internet each day, it’s important to make your website stand out! First, make sure your practice has an attractive site filled with eye-catching images, interesting and useful content and bold calls-to-action. Also consider optimizing your site for better visibility in search engines. This will increase the chances of your site being found in relevant searches.
2) Take control of your brand reputation.
Online reviews and recommendations on sites like Yelp, RateMDs and Google+ Local are proven to be extremely influential to patients seeking your services.
Take control of your brand reputation! By encouraging your satisfied patients to write unbiased reviews about their experiences at your practice, you’re accomplishing a number of different things to further your business. We recommend that you set up a local Google+ business page and merge it with your Google+ Local listing. Then, verify your listing and encourage patients to post reviews there. This is extremely important for your Google presence!
3) Build a social media presence.
Clearly, social media has come a long way in recent years. Potential patients are using social media to gather information about you, your practice and the services you provide. It’s time you join the conversation! We recommend building profiles on the top social networks, Facebook, Twitter and Google+, as well as launching a blog. Use these social networks to reach out to existing and potential patients. Share useful and engaging posts to generate conversation. This increases your chances of being noticed by potential patients. Read our previous post “5 Ways to Engage Patients with Social Media” for more ideas.
4) Launch an email campaign.
Email marketing is a great way to stay in touch with past patients, reach existing patients and introduce your practice to prospective patients. Frequent email communication achieves top-of-mind awareness and keeps patients thinking about your practice.
Consider using email blasts to announce practice news and share information about new products or procedures available at your practice. Also, consider inviting your email-base to events at your practice. Additionally, email is a great way to share special offers and promotions.
To build your email list, begin collecting your patients email address on new patient forms.
Building a Comprehensive Internet Marketing Strategy
All of these marketing methods should work together towards an improved, consistent and appealing online presence. Building a comprehensive Internet marketing strategy allows you more control over the messages on the web to better manage your brand.
Don’t have the time? Let MedNet help!
We offer solutions across the board to help boost your online presence. Contact a MedNet Representative, we can help you decide which forms of online and social advertising will best suit your practice.