Developing a 21st Century Medical-Marketing Plan

Patients find medical treatment through online searches

Patients use online searches to find medical treatment

Health-care professionals know that keeping up with the latest marketing trends is one of the keys to the success of their practice in the twenty-first century. With over 75 percent of patients using the Internet to access health-related information—including looking up health professionals and viewing websites before booking an appointment—knowing how to leverage technology and marketing is paramount to being a player in the industry.

For medical practices to thrive in the digital age, cookie-cutter marketing strategies no longer fit the bill. With increasingly Internet-savvy patients, technological know-how mixed with innovation are required to target and attract patients. In fact, industry experts recommend that all health-care professionals create a personalized medical-marketing plan and even a hire a professional to put these strategies into action.

Guide to Modern Medical-Marketing Practices

To formulate a comprehensive and successful twenty-first century health-care medical-marketing plan, follow this guide and include:

* Precise goals for your medical practice

* A review of your current marketing strategy

* A new, customized health-care marketing plan

* Medical website that is user-friendly, accessible from any laptop, PC, or handheld device, and optimized for tablets and smart phones

* Internet marketing and search-engine optimization (SEO) strategies, with the goal of your practice ranking high on the search engines

* Call and form tracking

* Ad words campaigns

* Email marketing

* Pay-per-click advertising

* Social media marketing

* Online reputation management

* Video marketing

* Medical blog addressing topics of interest to your patients

* Ongoing evaluation of your marketing campaign

* Regular review of competitors’ websites

Health-care professionals are discovering that outsourcing medical marketing is one of the best strategies for maximizing the return on their investment while they focus on their core competency and number one priority: delivering optimal patient care.

By turning medical marketing over to the experts, doctors and therapists can rest easy knowing that a customized, up-to-date plan will be created to get precisely the results they desire. Moreover, given that the Pew Research Center reports that 80 percent of medical-related Internet searches begin with one of the major search engines and that 70 percent of adults regularly use social media sites (i.e., Facebook, Twitter, LinkedIn, Pinterest, Instagram), a solid online marketing campaign may well be the bread and butter of medical practices in the twenty-first century.

Follow these guidelines to begin boosting your medical-marketing strategy today. The rewards will benefit you, your practice, and your patients.

Dr. Goldmeier was a Research and Teaching Fellow at Harvard University, where he received his Doctorate in Education. He is a former consultant to the US Surgeon General on federally funded Maternal and Child Health programs. Currently, he teaches international university students and serves as a business analyst and development consultant for companies and nonprofit organizations. His new ebook on Amazon is Healthcare Insights: Better Care Better Business.

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