Michael Epps Utley 
Today, the healthcare market is patient-driven and competitive. People research doctors, practices, and procedures before making an appointment. Because of this, healthcare practices today must be master digital marketers.
This guide explains the digital tactics doctors must master to bring in patients online.
Optimize Website Design
The primary way people will experience your practice online is on your website. It must look polished and professional and be easy to navigate. Your medical website is a prospective patient’s first point of contact with your practice. It’s your opportunity to make a lasting impression. Not only that, it must also pay off your digital marketing strategies, be the center of your content marketing efforts, and support getting found online through search engine optimization (SEO). It should also be mobile-first, so visitors have a good smartphone experience.
Your website must include information about your practitioners, services offered, and anything it takes to earn trust and convince people to schedule an appointment.
Local SEO for Medical Practices
People today research medical issues, treatments, and practitioners online. Of course, you want to ensure prospective patients in your area find you there. That’s where local search engine optimization comes in.
For your medical practice to rank in your local area, ensure that you reference your community on your website and prominently include your address (if you have multiple locations, add a page for each on your site).
Include content on your blog that references your local area, for instance, “Top Exercise Options for People in Nashville.” In all of your content, speak to the issues, trends, and preferences of the people you serve.
You can also improve your local search position by including information about your medical practice in popular online directories like Healthgrades, WebMD, Yelp, and ZocDoc. Finally, ensure your Google Business Profile (GBP) is complete and current.
Content Marketing for Doctors
As mentioned above, it’s important to regularly publish authoritative content about your area of specialization on your blog. It will signal to Google that your site is current and you’re an expert in your area of medicine. Publishing quality content regularly will also demonstrate to prospective patients that you know your stuff, helping you earn their trust. If people understand your approach to helping them with their medical issues, the more likely they will feel comfortable and confident about entrusting their healthcare to you and your team of medical professionals.
Content should be formatted in ways your patients prefer, including articles, images, videos, podcasts, and ebooks. For instance, older people with poor eyesight might prefer receiving healthcare information through audio podcasts. In comparison, younger people who tend to engage with short-form videos might like to do the same when learning about medical procedures.
If you focus on any tactic in this guide, creating quality content (in the right formats and on the right channels) is the big one. It will give prospective patients the information they need to feel confident about booking an appointment.
Google Ads
Doctors who invest in Google Ads will rank at the top of searches for specific keywords and search terms related to the procedures and treatments they offer. Google Ads typically appear in the top three or four positions in search results depending on the keyword and bidding strategy.
Google Ads are particularly effective for medical practices because people searching for procedures often want to schedule an appointment. If your ad appears at the top of a local search engine results page, people are more likely to click on it. If your website delivers the right information and leaves people with a positive impression, they will likely book an appointment with your practice.
Medical Email Marketing
Email marketing is an effective way to promote your medical practice to prospective patients who have offered up their email addresses and stay connected with current ones. This way, when these patients need the medical services you offer, your practice is top-of-mind. Email can also be used to remind patients about recurring services like checkups, making them more likely to book appointments.
Building an email list allows you to generate additional revenue for your medical practice without spending money on ads. It’s essentially a free way to promote your business. Add lead forms to your website to gather new emails and ask for them as part of your onboarding process. Make it a point to request patients' permission to send them informational and promotional emails.
When adding emails to your list, take time to assign them to different segments and groups to ensure people receive relevant information. It will create a negative impression of your practice if you send a senior woman an email promoting maternity services.
Video Content for Healthcare Practices
Videos have become more popular than many other forms of content, especially among younger people.
Videos are an effective way to introduce your practice, team, and expertise to current and prospective patients. They can help improve engagement, build authority, generate qualified leads, and retain patients. Videos are a great way to make complex medical concepts simple.
Videos can be used in many marketing channels, including websites, emails, YouTube, and social media.
Some of the most common types of medical practice videos are:
Patient stories and testimonials
Educational videos about illnesses, cures, and procedures
Team introductions and interviews
Answers to frequently asked questions (FAQs)
If you’re concerned about the cost and complexity of producing video content, you shouldn’t be. Today’s smartphones (along with microphones, lighting equipment, and editing software available online) make it easy to film and produce professional-looking healthcare videos. Your videos don’t need to be as polished as you might think, either. Short-form, vertically-oriented videos (taken with a smartphone) have quickly become the most popular format for online users, so the barrier to entry for video production has virtually gone away.
Reputation Management
People only want to work with the best medical practitioners. And they won’t simply take a doctor’s word for it. That’s why they check online ratings and reviews.
It's critical that you develop a system to collect positive ratings and reviews on your Google Business Profile (GBP) and other medical practice review sites. Not only will this help you earn people’s trust in your practice, but it will also send positive signals that will improve your SEO.
Digital Marketing for Doctors: The Final Word
Digital marketing for doctors is constantly changing. To grow your medical practice, build credibility, and attract patients, leverage the strategies in this guide. Then, continue monitoring the GoEpps blog to discover new digital marketing concepts as they emerge.
