Doctors like you are quickly recognizing that medical content marketing is a powerful tool to grow their patient base and streamline patient care. While you’re likely busy running your practice, putting a content marketing strategy in place is essential if you want to continue to expand. With marketing changing so rapidly, it’s easy to get left behind! Here are some effective medical content marketing tactics and why you should incorporate them into your business plan.
Promote Your E-practice
A growing number of patients would rather receive care from their doctor without having to drive to an office—especially those who have mobility issues or busy schedules. But scheduling that first e-visit can be difficult for some patients. They fear they won’t receive the same level of care, they don’t understand how to schedule an e-visit, set up their account, or initiate the e-visit. They don’t know if they have the right equipment and they aren’t tech-savvy.
That’s why many doctors use video medical content marketing to promote their e-practice. It’s the simplest way to walk patients through account setup and how to schedule. Here’s an example of a promotional e-visit video Witty Kitty did recently. This doctor posted the video to his site and also plays it in his waiting room to inform patients that they can now schedule e-visits instead of coming in for on-site appointments. He’s been very pleased with the response!
After-care is very important, and you can never be sure if your patients will follow your advice. Giving them a printed handout and going through their after-care steps verbally is helpful. But playing a fun, informative video is more effective—it holds their attention and helps reinforce the information you need them to hear.
Sixty percent of people would rather watch a video than read text. Your patients are no different. Play them the video in person, email them a link, and add aftercare videos to your website. The easier you make it for your patients to get the information they need the more likely they are to get great results from your procedures. Bonus: they’ll feel so well taken care of that they will return to you the next time they need help!
Introduce Your Staff and Facilities
Video is a great tool for showing your patients that you and your staff are real, thoughtful, caring individuals. When your patients know your staff cares, the less fear, doubt, and apprehension they will feel when making an appointment or coming in for a procedure. The medical field, in general, can come off as cold and “clinical”, so a friendly, reassuring welcome video on your homepage and social media profiles can make a huge difference.
Video is also great for letting prospective patients tour your facility without coming in. By giving them a glimpse of where they will come to get your medical advice or undergo their procedure, you can make your services look even more appealing. This is especially true if a driving motivation for patients is the comfortable environment and state-of-the-art equipment they’ll get at your facilities.
Here’s an example of a basic welcome video that has increased patient acquisition and retention for a plastic surgery practice.
Spread Awareness About New Procedures and Technology
the medical industry is always changing, and your patients need to know that you are changing with it. social media is one of the best ways of sharing relevant news, press releases, and articles from industry publications. Posting regularly to your social platforms lets your patients know that you are at the forefront of your field, always informed of how you can better serve their needs.
Run a Contest
If you want to bring in new clients and leads, run a social media contest—it’s one of the fastest and easiest way to grow interest in your brand, products, and services. There are many tools to help you stage a successful contest. We love Rafflecopter because it offers simplicity while also having advanced options for those who want to up the ante.
Experiment with Paid Social Media Ads
You don’t have to have a huge budget to dip your toes in the water of paid social media advertising. Facebook, Instagram, and Pinterest all have reasonable advertising rates—especially if you hire a skilled professional who knows how to expertly target your audience and streamline your ads so you spend less for more leads. Social media is progressively moving toward the pay-to-play model, which means someday soon you may have more trouble reaching qualified customers without ads. Stay ahead of the game by dedicating a set amount each month toward experimenting with paid social media ads.
Remind Patients to Schedule Their Next Visit
Many patients neglect to schedule their next visit or procedure simply because they forget. Or they need a bit of cajoling to take the next step. Use your email list to nudge your patients in the right direction. They may not know that they want a procedure or that they are due for an exam until you refresh their memory through an email campaign.
Ask for Reviews and Referrals
Eighty-four percent of people trust online reviews and consider them when making a purchase. Medical services are no different than any other industry, and prospective patients want to hear from past and present patients. They want to know about your office, your staff, and the quality of your work. Use your email to ask patients to give this valuable feedback!
Similarly, ask patients who had a positive experience to refer their friends and relatives. You can give a discount, a complimentary product, or another type of reward for their referrals. Many medical professionals offer a discount not only to the referrer but also to the patient who is referred. What could you offer your patients in return for valuable referrals?
Distribute On-site Content
Who says social is the only way to distribute your on-site content? An active newsletter subscriber list is a powerful tool to bring your clients from their inbox to your website and, eventually, your office. If you have a blog or video assets, send them to your clients and patients in a monthly newsletter. Don’t be too heavy-handed with promotional emails—think education and entertainment first, promotions and advertising second.
Medical content marketing has a lot to offer those in the health and wellness industries. It can bring in new customers, encourage existing customers to return and refer their friends, and increase overall awareness of your practice and what you offer as a medical professional. Tap into these three areas of content to achieve your marketing goals. If you have more questions, reach out to Witty Kitty! We specialize in content marketing for health, wellness, and medical brands, and we would love to help you grow your business.