For many medical, dental, and aesthetic practices, it can seem overwhelming trying to follow the latest best practices in digital marketing. Of course, that’s where we come in at Advice Media. We’ve been building the most beautiful websites on the web and optimizing them for organic search for over two decades. For many clients, we take care of everything in their digital marketing. For others, we manipulate pieces of the puzzle.
Whether you’re a client or not, here are three areas your practice should focus on when trying to get ahead of your competition with digital marketing.
Let’s get into these areas in this dynamic first blog with the end of COVID on the horizon.
During the pandemic, there was a nationwide trend to buy local rather than doing everything in national online stores, such as Amazon or Walmart. When it comes to the digital world and your medical, dental, or aesthetic practice, you should only think locally. After all, that’s where your patients are going to come from. Someone in Cincinnati looking for All-on-4 dental implants is not planning to travel to San Diego for treatment.
When you compare search results from a broad topic to a local one, you see the difference. If you search for « Who Invented Sunscreen? » this is the page returned by Google.
But if you search for « Skin Cancer Doctors », this is what is returned. Just below the paid search ads is a bit of general information followed by the « Local Snack Pack ». These are the top three organic yields that solves a local search from a dermatologist.
To make sure you rank as high as possible in local searches related to your practice, you need to take care of two things: Google My Business and controlling your listings in various directories.
For Google My Business, you will need to sign in to your Google Account (or create one), then provide all the relevant information about your practice. You may have already done so, but it’s always a good idea to log back into your account and verify that everything is up to date. Plus, you can add things like photos and additional descriptions.
Otherwise, checklists also help you increase local search results. You should make sure that information about your practice is presented in the same way in all directories and lists. We have addressed this issue in various previous blogs. At Advice Media we have a handy tool called Local Power which provides a single point of access to control all your data in the different directories.
Target your ads
There are different ways to target pay-per-click advertising very precisely. You set the parameters, and your ads appear on websites that match those parameters. The keyword bidding process and the like can be a bit confusing, but we help you choose the best ads for your practice.
Retargeting ads can be particularly effective. You know these advertisements; these are the digital ads chasing you around the web after visiting a site without completing the deal. Suppose you are looking at a pair of running shoes, but you haven’t taken your shopping cart to the checkout. If the company has retargeting ads, chances are you’ll see more of these shoes appearing on the sides of the pages you visit for at least a few days.
Retargeting may be ideal for cosmetic treatments and procedures. For example, if a potential patient viewed the relatively new BodyTite ™ treatment on a local aesthetic practice website, the retargeting ads for that practice keep BodyTite ™ on those patients’ minds in ads that appear on other research. independent. Retargeting has been shown to be very effective for conversions on this type of processing.
Provide high quality content
Medical, dental and aesthetic practices are different from typical retail or even service businesses. Patients and potential patients wonder if they should come to your office to discuss something about their health or their appearance. There has to be a lot of confidence for this to happen.
It’s very different, say, from a bicycle shop. If a potential buyer is interested in big mountain bike tires for riding in snow, he or she doesn’t necessarily need to trust you to be a competent business owner, all they have to do is you. be trusted to have a good brand of fat tires at a show. the price.
It’s a whole different proposition than trusting a plastic surgeon to perform a tummy tuck or remove skin cancer with Mohs surgery.
So, your practice website should be filled with a well-written descriptive copy. This copy should detail the procedures and treatments you provide, and it should do so with enough information so that your site visitor can really get a good idea of what is involved in the procedure or treatment.
When you provide this type of content, the potential patient instantly sees you as an expert, someone to be trusted with their health and appearance. Content on your site is different from retail content in that it should not be openly sold; he must provide the necessary information to the potential patient so that he can proceed to the next step if he wishes.
This is not a place for fleas describing surgery. It is not a place to surpass this or that treatment. It should be the presentation of well-written, easy-to-read information.
This is how you will build trust … and your patient list.
These are a few things we like to help our medical, dental and aesthetic practices focus on when working with them at Advice Media. And that’s just the tip of the iceberg of what we can do for your practice. If you’re not already with us, why not give us a call at Advice Media, (435) 575-7470, or fill out the contact form.