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CONTENTS
WHAT IS MEDICAL DIGITAL MARKETING?
HOW CAN YOU BUILD A STRONG ONLINE PRESENCE?
HOW CAN YOU USE SOCIAL MEDIA MARKETING?
HOW CAN YOU LEVERAGE MEDICAL SEO?
DO YOU REQUIRE DIGITAL MARKETING FOR YOUR CLINIC?
Medical Digital Marketing

16 April 2024

Effective Strategies for Medical Digital Marketing: Reaching Patients in the Digital Age

In the past, word of mouth and advertisements in newspapers were enough to bring patients through your door. Now, marketing strategies have changed from traditional tactics to digital marketing, which is essential for those in the healthcare industry to reach and engage with patients.

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WHAT IS MEDICAL DIGITAL MARKETING?

Patients today can perform extensive research before deciding which clinic or doctor they would like to visit. They can easily access reviews, ratings, and forums through a few clicks of the mouse, which offer details about the quality of services provided by medical professionals. Due to this change, it has become crucial to engage in medical digital marketing as it can enhance your online visibility, reputation, and patient engagement.

In a nutshell, medical digital marketing is the application of digital marketing tactics and approaches tailored to the requirements and laws of the healthcare sector. Although there are similarities, such as the use of social media, content marketing, and search engine optimization, it also includes specific considerations that are crucial in the field.

When carrying out digital marketing for clinics and doctors, as well as any form of digital marketing strategy for the healthcare industry, it is important to follow the regulations as stated in the PHMC Act. If you are interested in learning more about the guidelines stated in the Act, you can read more here: https://cleverly.sg/is-your-digital-marketing-in-compliance-with-phmc-guidelines/.

HOW CAN YOU BUILD A STRONG ONLINE PRESENCE?

Medical digital marketing will first require a strong online presence. This allows your clinic to be easily spotted by your targeted audience as well as those who may be interested in your services. Moreover, having a robust presence can also play a role in building trust, as patients are more likely to perform research before selecting a healthcare provider; they will expect your clinic to show up online. Therefore, if the website shows up on the first page of Google and ranks highly in the search results, it can boost your credibility and visibility.

Build a website

The first step to staking a claim in the digital landscape is to build a website for your medical practice. This is an essential part of the digital marketing strategy for healthcare. However, you can’t simply throw together a website using just any software and call it a day.

Your website needs to be user-friendly, with a clean and easily navigable design that helps patients find their way around. It should also have fast loading times, as slow performance could cause your patients to leave in frustration. Additionally, your website should include essential contact information, such as a phone number and email address, as well as directions to your healthcare practice. There also needs to be details about the services you offer and profiles of the doctors at your practice to help patients make informed decisions.

Use social media

You may also want to use social media strategically by researching your demographics to determine which platforms they frequent the most. While there are a range of platforms for you to choose from, we do not recommend spreading yourself too thin. Building a presence on social media takes time and effort, and it is best to concentrate resources on where your targeted audience is most active.

Once you have selected a platform, you can begin to shape the image you would like others to view your clinic as by creating a consistent and compelling brand presence.

This can be done through:

  • Responding to comments and messages.
  • Posting informational articles or graphics.
  • Staying updated with current trends in the health industry

 

Create informational and quality content

Create informational and quality content that resonates with your audience and addresses their needs and interests. When patients see that your content is helpful and educational, they are more likely to engage with it by sharing it or developing a greater trust in your clinic. But how do you know what your targeted audience wants to read?

You can start by looking at your medical field and try to relate it to the events happening around us. For example, an aesthetic clinic may consider producing a blog post on how to protect your skin from heat during a time with rising heat waves. This not only demonstrates your expertise but also shows that you are aware of current issues and are providing valuable information to your patients.

Additionally, another source of inspiration for content can be the questions and concerns that your patients frequently ask during consultations. Addressing these topics in your content can help establish your clinic as a trusted source of information and build rapport with your audience. We recommend using a variety of formats instead of sticking to a single type to keep your content engaging and accessible.

Optimization of SEO

Optimising for SEO is a crucial component of digital marketing strategies for healthcare if you aim to secure top ranks on the first page of Google. By implementing SEO best practices, you can improve your website’s visibility in search engine results pages (SERPs) and attract more organic traffic. To achieve a spot on the coveted first page on Google, start by conducting keyword research to identify relevant keywords and phrases that your target audience is likely to use when searching for healthcare services.

For example, if you run a dental clinic in Singapore, you might target keywords like “dental services Singapore,” or “Singapore dentist,” as part of your medical SEO strategy. After you have gathered a list of the keywords you can include them into your website’s content, meta tags, and headings to improve your chances of ranking higher in search results. However, keep in mind to not engage in keyword stuffing, as it can backfire and your website can end up being penalised by Google.

Strong Online Presence

HOW CAN YOU USE SOCIAL MEDIA MARKETING?

Social media is a vital component in digital marketing, whether it is for clinics, doctors, or others in the healthcare industry. With a high number of users, it is no surprise that social media is the go-to choice when it comes to connecting with targeted audiences. Below is some content which you can for social media marketing:

Engage with Your Audience

When engaging with your audience, you do not have to wait for them to leave a comment or send a message before you jump into action. You can take the first step and initiate a conversation through the use of polls, questions, or interactive content. These are a great way to not only gather information on what your audience would like to see more coming from your social media page but also a way to build a sense of community.

Educational Content

The educational content you create does not always have to be blog posts. You can consider producing videos where doctors answer questions or provide tips that reflect their knowledge of their medical field. For example, these could be on:

  • Debunking myths
  • Answering commonly asked questions
  • Commenting on current health trends

This can be a powerful way to keep your audience hooked as it positions your clinic as an authoritative source of information.

Behind-the-scenes Insights

Providing patients with a glimpse into what goes on behind the scenes can help humanise your brand and build trust with your audience. It adds a personal touch and you can showcase the people behind your clinic or healthcare institution. This can include sharing what made them step into their field of specialisation and why they are passionate about their work.

HOW CAN YOU LEVERAGE MEDICAL SEO?

If you have just had your website set up, you will probably only appear at the top when someone specifically enters your brand name into the search bar. This can be disheartening but with medical SEO, you can improve your website’s visibility and ranking in search engine results pages (SERPs).

Medical SEO is the process of improving your website’s search engine ranking to convert more patients who need the relevant services. It is also a part of digital marketing strategy for healthcare which aims to attract consistent, high-quality leads. Before you dive into medical SEO, you need to be aware of the several factors that need to be focused on:

Off-page SEO 

Off-page SEO is about improving factors that are done outside your website to improve its search engine rankings. This includes elements such as building backlinks from reputable websites, strong social media signals, and optimising your Google Business Profile.

On-page SEO 

On-page SEO refers to optimising individual pages of your website to improve their search ranking. This could include tweaking elements such as page titles, meta descriptions, and images with alt text. It also involves ensuring that your website has a clear site structure, with easy navigation and internal linking. And don’t forget the importance of having your name, phone number, and any other contact information on the website as major search engines prioritise showing patients local-focused results.

Technical SEO 

Technical SEO focuses on the technical aspect of your website that affects its visibility on the search engine. This includes optimising your website’s loading speed, ensuring that it is mobile-friendly, and resolving any issues when it comes to crawling and indexing. It also involves removing anything that affects user experience negatively such as broken links or duplicate content.

Leverage Medical SEO

DO YOU REQUIRE DIGITAL MARKETING FOR YOUR CLINIC?

Medical digital marketing and medical SEO can be tough to implement if you are starting from scratch. Contact us at Cleverly SG today to let us help you with your digital marketing efforts!