How to Market Your Healthcare Business During COVID-19

Are you struggling to market your business during COVID-19? Are you a doctor, fresh in your career, looking to start a business, and not sure how to begin? Or are you an established doctor with your own business and looking for the best ways to bring more patients to your practice?

In today’s episode, we’ll cover:

  • What is your healthcare marketing strategy during COVID-19?
  • How do you identify the best marketing tactics to grow your healthcare business?
  • The most effective forms of marketing depending on personality type.

Today, I had a chance to chat with Dr. Robert Schmidt, a double board certified plastic and reconstructive surgeon of West End Facial Plastic Surgery. Dr. Schmidt has seen tremendous growth in his businesses over his career while effectively leveraging several marketing tools to identify which ones worked best. His businesses’ have recently been impacted by COVID-19, and once you hear how he has navigated this challenging environment, you’ll want to take a closer look at your own business’ marketing efforts.

Interview script below:

Host: Hey everyone, welcome to RAMSEY Health Care Markets podcast. Today, we have one of our first distinguished guests, Dr. Schmidt.

A bit of background, Dr. Schmidt is a double board certified plastic and reconstructive surgeon. He is an author of several articles and books on rhinoplasty and facial trauma. He received his medical degrees from Baylor College of Medicine and completed his residency at Virginia Commonwealth University Health System. Following his residency, he completed his fellowship with one-on-one training with national leaders in his field that represent the highest degree of training in facial plastic surgery. Dr. Schmidt, thank you for joining us today.

Dr. Schmidt: I’m very pleased to be here.

Host: We have had a large number of requests for this sort of podcast that addresses a lot of questions that burgeoning doctors, med students, and established doctors have in this field. So I want to ask you some questions and kind of learn about your career and how you kind of grew your practice.

One question I have for you to kick it off is, what’s one thing you wish you had known when you started your career?

Dr. Schmidt: All the way as you go through school, you sort of get prepared to take the next step. So in college, you’re sort of learning the things that you need to know in order to get into medical school and do well in medical school.

Then once you get through medical school, you’re kind of learning the basics of what you need to know to prepare you for your internship and your residency. And then your residency is to teach you what you need to know in order to be out in the world succeeding as a surgeon.

However, one thing that that really has struck me is that it is virtually impossible to see everything during residency that you’re going to be forced to deal with in the real world.

You know, your residency is five years long. And then I did a year fellowship and for years there were still things that I had sort of heard about but had never come across.

And even now, there are certain things that that come up. And I’m like, well, I haven’t seen that before. But I know X, Y and Z. So let’s figure out what to do for you.

So they talk about an art of medicine, and it’s really true. You just sort of try a little bit of stuff that you do know that would work for a given situation. And you just need to constantly be open to learning new things and making new discoveries.

Host: Definitely. It sounds like that there is quite a bit of a learning curve, especially when you’re kind of just ramping in starting your own business.

Dr. Schmidt: Definitely. Well, that’s a whole separate thing, you know. And medical school and residency, they teach you to be a doctor. But the whole business aspect of things is a whole different animal that that, again, takes it takes years to really.

Being able to run a practice effectively, just like the medicine part of things, is a learning process, the business side absolutely is as well.

Host: Definitely. How did you kind of learn that business material, did you take classes or have mentors?

Dr. Schmidt: So part of why you do a fellowship is not only to learn the surgical skills, but also hopefully get a bit of a business background.

I took some lessons from there. After my fellowship, I took a job with a big hospital group in central Texas, learned a little bit of the business side there.

And then when I started thinking about branching out on my own. I was talking to wife about it. She said, you need to make sure that you take a class to know some more about business. So she was right, much to her credit.

I took an entrepreneurial, business, small business management class, which was useful. You know, it certainly taught me a lot of the terminology that you need, the difference between an LLC and an S-Corp, basics of marketing, the finances of a small business. So that was all very useful.

Host: Yeah, it’s kind of crazy, you go through all this schooling and then you have to go and learn about S-Corps and LLC. You have just some more knowledge you need to know.

Dr. Schmidt: Yes. Yeah. Oh, by the way, there’s this whole other thing, the whole branch of knowledge that will be very useful to you and just figure out it kid, you’ll be all right!

Host: So, you know, with COVID-19, we’re in really crazy times. How has this affected you?

Dr. Schmidt: Well, it’s affecting my practice quite a bit.

Under normal circumstances, I work in my office three days a week. I spend one day a week working at the local veterans hospital and then one day a week I am a medical director of a couple of medical spas in central Virginia, so I will spend one day we get one of those places during consultations at injectables.

Well, we had seen really good growth the first couple months of 2020, and then relaunched our skin care line in the beginning of March. We had a launch event. I had an event to raise some money for a local charity. So all kinds of goodwill and momentum.

And then boom, hard-stop on all that stuff.

So, COVID affected my practice, both in sort of obvious ways and then not so obvious ways.

The med spa was that I worked with closed down. Fortunately, not forever. But that stopped, my injectable practice in the office. Pretty much dried up. Elective surgeries, of course, were stopped.

I do take quite a bit of facial trauma calls, so of course that continued. It actually changed a little bit, though, from the young drunk people at the bars punching each other to more old people falling. So I’m not sure why that is, but that definitely was a change that I continue to see.

From a nonmedical standpoint, you know, we need to remember that doctors are people, too. And I have four young kids between the ages of four and nine and a half.

The daycare is closed and the schools are closed. So my wife, who’s a veterinarian and I, with our two professional careers, had to all of a sudden figured out how to do homeschooling in addition.

So, I stayed home with them Monday and Friday, was in my office Tuesday and Thursday, and Wednesday, I was going to the veterans hospital. So Monday and Friday, I became a homeschooler, just like the rest of us.

Host: It’s just incredible and kind of scary how this has affected so many different businesses. Have you kind of looked into telemedicine and kind of treating people through their cell phones and computers?

Dr. Schmidt: I had dabbled in doing consultations, virtually.

One of my marketing efforts, and I’m sure we’ll get into this, is I have a YouTube channel. And by far and away, the most viewed video on there is a video of me fixing a broken nose in the office.

And it has like forty thousand views now and I get e-mails from all over the world about it. Most of the time it’s people who broke their nose, you know, years ago.

But every once in a while you get somebody who freshly broke their nose and can’t find anybody in their area to fix it.

So I will do a virtual consultation with them, and make sure that everything is copacetic before they make the trip to Richmond. And eventually they do make the trip, and then we get it taken care of. So I’ve taken care of people from Texas, I’ve taken care of people from Ohio.

When I was practicing in Texas, people would drive six hours for me to do that for them in the office. I had this background of doing telemedicine that way.

I’ve done a few rhinoplasty consultations subsequently, due to COVID, through a voice app and video chat. I haven’t made a huge plunge into it because ultimately people come to me to get something done for them.

Most of the time, they’re expecting something done when they visit with you. And so that doesn’t necessarily lend itself to videoconferencing.

Depending on how things go, I might have to look at a little bit more into that. But, you know, with facial plastic surgery, what you see is what you have, most of the time.

And there’s not a great substitute for in-person, you know, history, physical, laying on your hands, that kind of thing.

Host: For sure, and just playing it safe in general is the best way to go here when treating patients. So, touching on marketing and digital marketing, what are some kind of efforts that you have used to grow your practice?

Dr. Schmit: Well, it’s been a mix of things over the years. I’ve certainly dabbled in a lot of different things.

I started my website maybe five years ago. So wanting to kind of steer my practice more towards facial plastic surgery, create awareness, and by then by that point, I had built up enough of a before-and-after portfolio because people ultimately they want to see that.

We had a Facebook page that I would create blogs for and then spend some money blasting those out through Facebook to particular demographics. And that worked really well for my practice in Texas.

When I moved to Virginia, I did the same things and nothing was working. It was kind of odd. So then I did some pay-per-click stuff through Google, and that I did for probably the better part of a year. And the return was not justifying what I was putting into it.

So then I did work with Real Self, which had been another very good source of referrals for my practice in Texas. I got some in the in the Richmond market. But ultimately, I decided to move on from that because, again, the expense wasn’t justified by what we were getting out of it.

I already talked about the YouTube channel. You know, that costs you nothing.

And if you catch lightning in a bottle and get something that gets enough people’s interest, well, people will fly across the country to see, which is a little crazy when you think about it. But that has definitely been my experience.

I’ve done a little bit of print work, you know, with neighborhood magazines targeted to my neighborhood, for instance.

If you want to fly your flag in a publication doing so in a way that targets to people who would be friendly to what you do is a very useful thing. When I come into my dry cleaners now, they say, oh, you’re the doctor who has all the kids say, yes, that’s true.

But really, the thing that I think for me that has made the biggest difference is last year I started a TV campaign, with a modest budget.

I mean, we were kind of aggressive with the budget for three months. Just hey, let’s try this and see what happens.

And that really got a good response, such as the point where we’re doing that again this year with a little bit more modest budget. But even with COVID, we are seeing people reaching out to us because of the commercials.

I think that with any marketing, you need to kind of see that there are factors about you and there are factors about the market that would kind of determine what is going to work best for your given situation.

So I say to people, I like to think, hey, you know, figure out what you do well. If you write well, have an awesome website, get yourself in some publications, that kind of thing.

If you speak well, then get yourself on a lecture circuit with speaker groups. Go talk to Chambers of Commerce. If you are good on camera, do that. Have your YouTube space, get on TV. Use some commercials. Local TV stations will want experts from time to time to talk about various things.

So I’ve been on our local NBC stations several times talking about skin cancer, beauty maintenance, that kind of stuff. To really be honest with yourself, hey, what am I good at? And then do that.

Host: That’s fantastic. I mean, the best ways you’re really measuring kind of where you get your highest return on investment. And what we see is a ton of thought leaders and a ton of people like you that have this expertise and, you know, this ability to speak on camera. It’s so effective in just generating publicity and generating interest, especially with someone who knows their stuff.

Dr. Schmidt: Yeah, yeah. And anybody who has gone through the training, you’re going to know your stuff, but you have to be you have to be comfortable in front of a camera, which is definitely not for everybody, but for me and my personal situation, that has definitely been the most powerful marketing tool that we have.

Host: Definitely. So when it comes to search engine optimization, we have a lot of clients trying to figure out how to beat out their competitors and how to rank certain keywords like “best plastic surgeon” in a certain area. How would you say your search engine optimization efforts have worked? And is there anything that’s works better than other ways? What sort of results have you seen, especially when it comes to dealing with competitors.

Dr. Schmidt: Yeah. I’m going to preface my remarks by saying that if you spend all day long worrying about what your competition is doing, all it’s going to do is drive you crazy. And you’re going to be worrying more about them than about yourself and your products.

I was the new fish in town in 2017, you know. Nobody knew who the heck I was. Nobody ever heard of me. And in my market, it’s very much a word of mouth kind of place.

My website is a WordPress site. I had generated, golly, 70 something blog posts over the years. There was a time when I was generating two a month easy.

And I would use the word press software to make sure that things were optimized for a search. When I moved to the area, I worked with a local company that that specializes in SEO and then targeted pay-per-click ads based on demographic factors.

Despite throwing a lot of money at it, I was really only ranking highly on a couple of blog posts that I wrote that somehow caught traction with people and were right up there on the first page of Google, along with like the Mayo Clinic and the National Health Service in England.

But you want to know what those were? It was ‘how to take care of stitches’ and then ‘the difference between absorbable stitches and non-absorbable stitches. And it’s like, I didn’t spend any money on that, but that’s the stuff that people wanted to read.

And it was it’s also crazy, like I would get e-mails across the world like, “hey, I got these stitches. I’ve got this issue with it, what do you think?” I don’t. “Thanks for reaching out to me. You want to talk about a facelift?”

I wish that I had better advice for people. But eventually I had to be very honest with myself in my situation is like, hey, I am not seeing a return for all these dollars that I’m putting into this.

So I just put a hard stop on that and decided to put my efforts elsewhere.

So according to the software, my site is definitely optimized for search. Is it really doing all that great? I don’t know. Certainly there’s plenty of people that come and look at it.

But I think that it’s because, it goes back to that word-of-mouth thing.

Either they saw me on TV or they their friend was talking about me, or something.

And the numbers certainly have gotten a lot better over time, but I can’t say how much of that is because of my search engine optimization efforts and how much of it is just organic growth, because I’ve been around for a little bit now.

Host: Yeah, that’s a great point. And, you know, another question, during COVID-19, I know you mentioned that TV ads is something you might still be running. Have you been kind of pulling back on any marketing efforts or have you felt pretty comfortable kind of keeping the same steady rhythm that you’ve been having?

Dr. Schmidt: That’s a great question. The instinct when the phone started ringing is to just, like, completely pull back from all your marketing efforts for that so that money is not going out the door.

Well, I kind of thought, especially with the TV aspect of things, people are just stuck at home with nothing to do. So they’re thinking about this kind of stuff anyway, so why not have a presence where you’re just kind of making yourself available.

Let’s put ourselves out there the same as we have been during COVID so that when everything is now opening back up, you position yourself in the market to be the go-to guy. So that was my thinking on it.

We’ll see the results, three-to-six months now.

Host: That’s awesome. Well, great. We’re running short on time. So, you know, you have provided such valuable insight and I know a lot of people are going to appreciate it. Where can people find you and where can they contact you?

Dr. Schmidt: So the easiest way is the website which is WestEndFacialPlasticSurgery.com and so there’s a contact us link and I’m happy to share any advice that I might have for people.

I also have my YouTube channel, which is Dr. Robert Schmidt, West End Facial Patient plastic surgery. We’re on Facebook and on Instagram. Dr. Robert Schmidt West End Facial Plastic Surgery. Feel free to reach out. I would love to provide some advice for anybody who needs it.

4 Marketing Strategies for Dentists During COVID-19

A girl wears a facemask during COVID-19.

Dentists need a strategic approach to adapting how they manage their staff, talk to their patients, provide their services, and execute marketing during COVID-19.

Patients will never predict how a dental clinic will react to a big unexpected occurrence, but messaging is at the forefront of any marketing strategy during COVID-19.

During COVID-19, you must position your messaging to define how consumers view your dental clinic through marketing.

It can be difficult to make the right decision and find the correct tone particularly during this rapidly evolving environment.

Many dental clinics are under strain from COVID-19, as well as their patients. Some are practices are suited to provide tele-services during these challenging times.

Predicting how patients preferences and purchasing decisions will change is one of the largest tasks in marketing during COVID-19 for dental clinics.

Dentists shouldn’t hesitate before issues arise or their practice moves down a particular path until precautions are put in place.

Today, we outlined a four-step marketing strategy during COVID-19 to protect your practice and even grow your clinic in these challenging times.

1. Plan for this scenario

Outline the best, worst and moderate theoretical scenarios that could play out during COVID-19 from the perspective of your dental clinic, your patients, and partners.

Work with your peers to develop these different scenarios and how they apply overall to your dental practice.

Dental marketing during COVID-19 must drill down to identify the specific challenges that can be experienced in each scenario and the impact on patients in order to identify which actions to take.

For example, if the best case scenario involves ad purchases on Google or a dental conference, then a worst-case scenario in which that conference is canceled should identify alternative ways to reach customers.

2. Listen for changes in patient sentiment and behavior

Long before the coronavirus emerged, consumer trust in both government and large brands had eroded.

People now align more closely with family, friends and local businesses.

The current crisis seems poised to amplify the distrust customers have of businesses, including dental practices.

Dental practices can push against that wave by rising to the occasion to reestablish trust through customer-centric marketing strategies.

Now more than ever, it’s important to know what patients feel and do, and why.

Set voice of the customer (VoC) programs to listen for references to COVID-19 or other shifts.

Use social listening to monitor patients’ discussions about health concerns or information needs relevant to your brand.

Ask your receptionists what they hear from the front lines. Monitor patient care emails, phone calls, and service chats to understand changes in concerns or sentiment.

Marketing strategies during COVID-19 must support patients and protect these relationships while staying honest about what the dental practice can and cannot deliver at this time.

Be careful about taking actions that provide short-term stability (or gain) for the dental practice at the expense of patient trust.

3. Anticipate impact to your practice’s operations

There are an abundant amount of challenges to services and products during these times.

Dentists must adapt their marketing strategies during COVID-19 to reflect the world’s realities while staying true to the practice’s values.

Set realistic expectations about your dental services, availability, and so on.

Consider pulling ad campaigns for services you can’t be sure you can deliver at this time.

Evaluate current policies and consider rational changes — for example, allowing cancellations or extending payment terms.

Craft proactive messages to distribute via email, social media, and the web to answer common questions.

Also draft reactive scripts to help receptionists handle sensitive one-on-one interactions with patients.

Train your qualified team members in functions to help manage demand from patients that are calling or reaching out to your practice.

Promote your website and other mobile tools and services.

Ramp up ability for online transactions and digital interactions with your patients.

Innovate ways to deliver your services of it online, like telemedicine for routine dental visits or online webinars for patients that are at-home with various ailments.

However, even as you enable digital options, understand that some people will always need to hear an empathetic human voice, especially now, and be prepared to offer it.

Optimize your marketing budget. Try to avoid across-the-board budget cuts.

Look instead for ways to drive efficiency and to reduce or postpone obligations that won’t bring value — and may even come off as tone-deaf — in the current environment.

4. Adapt your marketing strategy

The next three to six months will bring many societal changes that trickle down to the dental marketing strategy during COVID-19.

Use your best-, worst- and moderate-case scenarios to anticipate possible and likely changes to your dental practice and take alternative actions.

Restrictions on large gatherings are cutting into the businesses that serve these events and the marketers that theme their campaigns around them.

Develop alternative marketing ideas now for physical events planned for spring and summer.

Conference expos may move online, dental trade shows to digital streaming services, and so on.

Don’t wait until an event is canceled to develop a plan.

Learn instead from the experience of HIMSS20, a health IT conference usually held in early March: The organization canceled and promised to hold a virtual event at some point in the future; one day later, 1upHealth announced its own virtual event for the following week.

Deliver compelling content.

More people will be spending time at home over the coming months.

Dental practices can provide lighthearted and uplifting or informative and encouraging content to people looking for support.

This may also be a good time to relaunch or bring out escapist experiments such as virtual reality content, such as virtual tours through your practice.

Secure media early.

Everyone is in the same boat, and everyone is looking to secure key spots to replace lost opportunities.

In the U.S. in particular, dental practices will have to compete with the large marketing campaigns for key media placement.

Work with advertising agencies and publishers to secure spots before you’re crowded out once the pandemic ends.

We are in stressful times and any added stress for a dentist who already has a ton of their plate is not ideal. We at RAMSEY Healthcare Marketing take care of our clients and have helped a number of dental practices during COVID-19. Contact us today.

Hospice Marketing Best Practices in 2020

In the past 10 years, the hospice care industry has changed massively. COVID-19 has especially impacted this industry in 2020.

The Internet has truly changed everything, as with many other industries.

The days have stopped where advertisements are put in the local papers, billboards are leased and leaflets are plastered over walls.

Best Hospice Marketing Tips

If you want to have real results as a hospice care clinic in 2020 and to keep up with competing clinics in your area, there are several clear tactics for a focused digital marketing strategy.

Let us look at the best hospice marketing tactics for hospice business owners in order to help you improve your marketing strategy.

1. Local Facebook Marketing

Nowadays, nearly everyone has a Facebook page, which makes this a great platform for advertising.

Facebook is the most popular social media channel and offers a platform not only for patients to purchase services, but also provide patients a view into your clinic.

Patients deserve to go to a hospice care clinic that genuinely knows and can talk to patients that are dealing with the emotional crises of failing health.

Local advertising is very effective because the vast majority of your patients are probably those living within the area.

The geo-targeting tool on Facebook can help you hone in o a town or zip code to personally tailor your message to potential patients.

Keep in mind that it’s better to attract a targeted group of patients instead of large demographic groups since this follows best hospice care marketing practices.

2. Local SEO

For hospice marketing, SEO is critically important to do correctly.

When people type into Google, “hospice care in [my city]” they are looking for the best clinic to bring a loved one.

It is crucial for patients to see your website, blog, and social media appear relatively high in Google’s search results. 92% of web searchers on Google stay only on the first page of search results.

For order to do that, you would have to periodically refresh a site with material that includes fairly strong medium tail keywords.

Those involve sentences such as “hospice care in my city” or “best hospice care in my city”.

You need to ensure that your clinic has the best SEO (search engine optimization) possible to appear highly in the search results.

You will want to include the titles, headers, subheaders, backlinks, online directories, social media pages. If this is all sounding too technical, remember, RAMSEY Healthcare Marketing best handles hospice marketing.

The more links you add to your website, the easier it is for patients to find your website through those keyword searches.

The most important aspect here is to build a “landing page” – a lengthy, specific piece of instructional material about hospice care to which other websites might link to.

3. Interactive Tours

Comfort is the essence of hospice care — and it’s more pivotal than ever to communicate that through hospice marketing.

Digital clinic tours give prospective patients a wide insight into the clinic without needing to physically walk inside (which may be certainly helpful if they are unable to leave their bed).

Investing in production and be aware of the clinic aesthetics is the key to creating a successful virtual tour.

Take specific images, using good quality cameras like DSLRs. Make the video interactive and responsive across both desktop computers and mobile.

It was never less expensive to put together with a tour that is user-friendly and 3D that not only ensured you could improve your hospice marketing.

4. Email Marketing campaigns

E-mail marketing campaigns continue to be one of the most effective ways to reach out to potential customers.

This is because e-mail contacts have most signed up to be contacted and they are prepared to hear what your hospice care clinic has to say.

You will want to create interesting material that isn’t looking like a sales advertisement for your clinic.

The purpose of this email will be to inspire potential customers and patients to visit your website so as to end up hearing from you again in the future.

Consider putting on your website a free PDF of information about hospice care and best tips for caregivers of those in palliative care.

By doing this correctly, you will remain relevant to your past customers and develop relationships with future customers.

5. An easily accessible website

People like simplicity and websites that are aesthetically pleasant and easy to navigate.

Have a list of all the latest offerings, items to support their purchase, and connections to the appropriate services.

However, most importantly, make it easy to use your website.

You should include a live chat feature for customer service 24/7 that provides automatic responses so that prospective customers are not left waiting for someone to respond.

6. Advertising Pay-per-click

Pay-per-click ads are literally as they mean – you only pay when someone decides to click on your link. Google Ads is excellent for serving these ads.

PPC advertisements can target local residents in a geographic location on Google, which allows them to be useful for hospice care marketing.

It is a great chance to make sure that you have potential customers who are genuinely involved in your clinic by selecting your advertisements intentionally.

7. Webinars

You can extend your hospice care brand to a much wider public by hosting a webinar or online workshop and providing your expertise to those interested.

Combine this webinar with a slideshow that presents the different options that are available to potential patients and individuals providing palliative care.

The hospice care industry is constantly changing which means you must be flexible and able to adapt your clinic. Hospice marketing is one of our many strengths, so feel free to reach out if you would like a free consultation.

5 Ways to Market Your Plastic Surgery Clinic During COVID-19

A nurse wearing goggles and mask during COVID-19 pandemic

Context matters in all that we do as plastic surgery clinics.

In addition to the structural steps taken during a crisis to protect staff and companies, plastic surgery clinics may contribute or prevent our community experience.

If a cultural moment is as dramatic as in the case of COVID-19, plastic surgery clinics must then address this issue with caution, empathy and diligent marketing.

That being said, plastic surgeons face particular challenges during a crisis in the context of existing and expected plastic surgery marketing campaigns.

While the quarantine is 3-months in, we have already been asked to help our patients change their approach to communication.

Therefore, in these difficult times, we find it helpful to agree on some of our general marketing guidelines.

How to Market Empathy in a Crisis

We have put together our best ideas to tackle your approach to plastic surgery marketing during this crisis.

We see this as a simple action plan that allows clinics of all sizes to make the right decisions and prevent serious mistakes, as every clinic is different.

We are always open for more ideas, of course, on how to deal carefully with sensitive times.

Please share your comments if you have more tips or thoughts. Otherwise, these tips will be helpful to you.

1) Adjust the timetable for marketing and content campaigns

Certain plastic surgery clinics can produce rapid turning campaigns created for a particular time.

They are always impressive (and, to a business, enviable), but the risk of such stringent actions is restrictive for most of them.

Your first step should therefore be to check what’s going on or within your patient pipeline, especially any plan that is about to be kicked-off.

Decide immediately what should be stopped.

Push timelines back for major campaigns that are likely to be overlooked, or stop them entirely if you are unsure if the content is appropriate.

If there are aspects of a program that are ineffective right now does not make it entirely necessary to remove; several things will certainly go well until the epidemic subsides.

Consider what goals or objectives must be taken into account.

You may want to push a few items up or look for ways to transfer messages successfully.

A plastic surgery marketing campaign focused on the subject of “Close up to your patients,” for example, could focus on ‘Support your patient ‘ or ‘Patient relationships.’

The good news is that this pause in content will give you a boost in reputation when things resume as normal.

You can now begin to plan for the “latest” cultural moment (post quarantine) and decide the nature of the case. (If you want to get started production in advance, you can follow our guide to planning a marketing campaign.)

It is also important that you monitor the quarantine advisories in your geographical areas, since each region is on a different schedule, so that when things get normal, you can be proactive in your communication.

Our Recommendations

Webcast 1st July: Crisis marketing: turn your marketing messages and approach 2020 marketing

2) Check your language and imaging

Visual communication, like the words we use, is powerful.

It is therefore important that we think about the messages your brand sends.

Do not show images of crowd of people or anyone being touched. Instead, focus on the masks that are being worn by the patient and doctor.

Reframe a language of marketing that describes close interaction.

Consider the descriptive language “take contact,” “run hand-in-hand,” or “get close to your patients.”

Messages showing urgent communication should be thoroughly examined.

Swap your visuals. If current or future campaign visuals are tricky, check your pictures right now or change their schedule to the end of the year.

Note: we specifically talk about ‘pushing’ content—the content that you actively present on channels (e.g. lines of email topics, social postings, current campaign taglines, content, blogs) to individuals during this time.

Provided that this quarantine is supposed to be temporary, patients possibly would forgive any questionable material that remains. There may be more permanent brand items (for example, your logo) or content “pull” (for example, your homepage) – if your homepage does not actively promote an important charitable event or if your main photo shows large crowds or people.

3) Don’t take advantage of the crisis

It is important to remember this situation of concern and fear in this climate, however. This applies to any tragedy or crisis.

Keep people aware. In response to the crisis, brands must communicate as far as their business is concerned.

For example, if you want to talk about the constructive activities you are doing, shop closures or policy changes related to COVID-19, you should note these posts on social media, because, since they are insightful, they add add value to patient relationships.

Do not be an alarmist. It is important to warn people, but don’t add to the panic.

Be aware of the overly dramatic language, as well as any other information that you share (for example, news items or tips with a credible source).

Avoid jokes. Recall that during this time many people do not work and really worry about it.

A spirit of modesty and empathy will by necessity be a guideline for what your brand will say in the near future.

4) Stay positive, but don’t ignore the crisis

You don’t have to reach a terrible cultural moment with a great brand tone in a time where people are uneasy.

Look for guidance on your Brand Heart. These are moments when you can do an incredibly valuable job in creating a plastic surgery marketing strategy.

Using your brand heart as your northern star to recall what your brand stands for and what it means in the sense of COVID-19.

Let your principles set the tone and be afraid not to be vulnerable, lean in to human history.

Be personal. Your emotional brand does not have to be boring or stilted.

For instance, it is not offensive to offer your best wishes or images of patients smiling.

In fact, to be able to remember normal life and to look forward to the end of quarantine can be refreshing.

Find your messages for the future. Many brands have moved to campaigns that promote optimism, hope and humanity during the depths of the recession 2008-09 and the early years of economic recovery.

Share content generated by your employees. Show tips about maintaining office plants, or publish fun pictures of your video conferences and displaying your teams latest Netflix binges.

In their spare time, what do your workers do? How do people work together to make things clear? What do people do to remain healthy and ready?

This quarantine is an opportunity to showcase your employees and community around you.

Always note that through social media, video conferencing etc. people will want more human contact.

Remember: the more you show your face, the more connected patients will feel — we all are together in this.

5) Highlight how your clinic helps

Plastic surgery clinics have importance, and services which help patients during this stressful period should be accessible.

Tell your business story on how what you do helps or improves the life of people in their quarantine.

Say the benefits. Give people things to do at home with your products or services.

In this cultural moment, clarify and share the potential unique value of your brand.

Creating material that is beneficial. Everybody can still give value to their brand even if your product doesn’t help them directly to handle quarantine.

How can you inspire or educate people that are stuck all day in their homes?

As long as you concentrate on helping people, the marketing does not have to stop (and don’t hit the back).

Remember: This Quarantine Will End

We’re not going to speculate much when the “end” of this time comes, but we’re looking forward to quarantine that year with all our guidance.

We encourage you to be careful and proactive in preparing for this transition.

Plastic surgery clinics should remember that it is very important to feel productive and to feel like they are adding value to the world.

We know that many who rely on this sentiment may have suddenly lost it or may feel unmoved by what is happening, and our hearts are with them.

Stay healthy, and if you need a marketing agency that specializes in these services, reach out to us today.

Digital Marketing for Orthopedic Surgeons in 2020

A plastic surgeon performs liposuction using a cannula to suction fat

Let’s start this with a statistic that should by itself be enough to have any orthopedic surgeon invest in digital marketing.

87% of buyers start searching for products to buy online. Eighty-seven.

It’s a giant market to not be a part of, and the biggest reason why you should invest in digital marketing.

Nevertheless, here are 7 more reasons along with tips on how exactly to do it.

1. Digital marketing allows orthopedic practices to create long patient relationships

Over 1,000 practice respondents mentioned that their third biggest challenge in 2020 was retaining and re-engaging patients.

It’s safe to assume that most patients are online and using the internet on a daily basis, so increasing digital marketing efforts in 2020 will definitely help.

There are over half a million new businesses started every month in the US, so “losing” patients is a lot easier today than it might have been 20 or 30 years ago.

But, if you know your target customers well, and your services even better, digital marketing is a fantastic tool to keep patients coming for more and pushing competitive practices away.

Unlike many in-store buying experiences, digital marketing doesn’t stop at checkout.

It goes beyond to ensure a buying customer becomes the brand’s ambassador.

Some ways digital marketing improves the “traditional” methods of keeping loyal customers are:

  • Using digital testimonials from happy patients instead of the old “word of mouth”. These testimonials should be posted on your website and used in social media campaigns as well.
  • Automated but personalized thank you and follow up email campaigns instead of the physical letters or pamphlets. You can reach larger audiences for a lot less money, and send an email in the right moment to the right patients.
  • Engaging patients on social media once they leave your clinic, to keep your service on their minds and have them come back next time.

2. You’ll learn more about your patients’ needs so you can service them

Another challenge for orthopedic practices has been to attract, capture, and convert leads into customers.

To successfully do that, an orthopedic practice needs to identify what its target customer needs so it can fulfill those demands. 

Effective digital marketing helps orthopedic practices learn the online habits of customers so they can better target ideal customers.

It relies on solid market research to inform the next course of action.

Smart orthopedic practices do not make assumptions.

They use digital tools to learn what their target customers search for and need. 

Digital tools such as Google Analytics, Google Search Console, SEMRush, and SurveyMonkey can help you identify what your ideal patients’ interests are, what keeps them up at night, and how you can approach them with a highly-personalized, warm email and, eventually, convert them into patients.

Don’t forget to also use social media and your existing audience there to see what they like, what kind of posts do they react to the most and what questions they have had in the past.

Once you do the research, the best you can do next is to create one or several customer personas.

They will allow you to create personalized and very targeted marketing campaigns for specific types of people and, eventually, turn them into buying customers.

3. Digital marketing offers a multichannel approach to boost conversions

Your potential customers could be anywhere online.

Picture this:

  • 3.2 billion people or 42% of the world population uses social media today
  • Facebook, Instagram, Twitter, Reddit, and LinkedIn are the market leaders
  • On average, these people spend 2 hours and 22 minutes on social media networks per day, 80% of the time on mobile
  • 54% of patients browse social media for service research purposes

Email marketing. Facebook and Google ads. Social media marketing. SEO. And so on.

There are many digital marketing channels an orthopedic practice can use to reach their audience and, in the end, get them to buy their product or service.

Each of the channels asks for a different approach, of course, but once a strategy is created and preparations are made in general, it’s easy to adjust the messages to different audiences and boost conversions.

Some potential customers are more receptive to personalized email marketing campaigns while others prefer blogs and a combination of targeted ads to feel engaged enough to convert to buying customers.

Using digital marketing’s multichannel approach can help you find and engage potential customers wherever they are online and using whichever favorite platform they prefer. 

4. With digital marketing, orthopedic practices can compete competitively with larger practices—and win

Digital marketing doesn’t demand that orthopedic practices have an arsenal of expensive tools and huge budgets to get noticed, gain patients, and grow.

Sure, some tools will be needed but a lot of the things depend on the knowledge and experience of the owners.

Knowing your target audience and your service “in-depth” usually means more than any fancy tools – especially with the help of digital marketing.

The great thing about digital marketing is that creativity can always win over larger marketing budgets.

5. Digital marketing is more affordable than traditional marketing

Many orthopedic practices can’t afford a radio, TV or billboard ad campaign.

But many orthopedic practices can afford digital marketing techniques to reach out and engage with ideal audiences.

How affordable is orthopedic digital marketing compared to traditional marketing methods?

Moving forward – free, organic search still dominates web traffic, ahead of traffic driven by paid campaigns.

Take claiming and optimizing a free Google My Business Profile, for example. That will:

  • Boost your local SEO search visibility
  • Increase foot traffic if you are a local business, especially from smartphone users
  • Positive GMB reviews help improve a orthopedic practice’s online reputation for free

Facebook ads, on the other hand, are a bit more competitive to play in because it’s easy to lose track of how much you’re spending.

But, you can start with just $1 per day, and build from there.

6. Digital marketing offers a measurable return on investment

Unlike traditional marketing techniques, digital marketing is not only targeted, but it also offers credible ways to measure what’s working, what’s not, and how so.

That means an orthopedic practice can easily invest small in online marketing, and see results first, before going all-out and becoming more invested.

Having trouble associating your digital marketing spend to revenue?

Start with setting up a dedicated landing page. The goal is to capture a specific campaign’s inbound traffic.

From there, monitor how many people are landing on the landing page. You can also see how many bounced (and at which point on the page), how many engaged with the entire page, and see how many converted to buyers – all of these are ROI metrics that can be tracked in Google Analytics.

You can also use A/B tests to identify the most converting online marketing techniques, copy, calls-to-action, and page layouts based on real, patient interactions online. 

The tests can help you understand if you need to be more targeted.

Or if it’s better to shorten your landing page content to get more conversions. Or whether adding more above-fold call-to-action buttons can help boost conversions.

7. Your competition is already using digital marketing to spur ahead

About half of the orthopedic surgeons that responded to a survey said they were planning to use online marketing strategies to win more business in 2020 and beyond – many already are.

How to make sure what kind of digital marketing strategies are they using?

Start simply by checking a competitor’s website and social media.

Do they have regularly updated blog on their site? Do they publish updates on Facebook or share images on Instagram?

Facebook also allows you to see what kind of (if any) ads are your competitors running.

Simply click on page info and check their ad library.

After that, do a Google search for their brand name and see if they are mentioned on other sites or if they are linking to them.

You can also use tools like Ahrefs site explorer to see which sites link to your competitors.

Using another tool, SimilarWeb, you can see the sources of traffic towards your competitors and if they are using paid search ads (and on which keywords).

Find more on the ads tracking and which tools you can use here.

The key thing to remember here is to write all your findings down, from the number of social media followers to keywords you find they are targeting.

All that data will be useful in any type of digital marketing campaign you start – SEO, paid search, social media ads, all up to creating content and email outreach.

There are different templates and tools out there for competitor research, but most of the times good old Excel sheets will do the best job.

So, what are you waiting for?

2020 is probably the last digital marketing train you can catch.

We can take care of all of this for you. Contact RAMSEY today.

Social Media in 2020 for Dermatologists

A dermatologist gives laser therapy to her patient

While planning and managing dermatology marketing for your practice, be sure to understand the importance of social media in gaining new clients and expanding your practice.

It’s not enough to just have social networking accounts.

You need to maintain your presence online thoughtfully, because it is the first impression that many possible patients will have of your clinic.

Developing your dermatology marketing plan on social media begins with a little understanding of how significant social accounts function and how they vary from each other.

Dermatology Marketing on Instagram

Instagram is entirely about browsing through pictures.

The best approach to Instagram dermatology marketing is to catch people’s attention as they browse thru their timeline, which is easier than it sounds.

There’s a huge amount of content to contend with, so you’ve got to be special.

First of all, make things fresh. Mix it up so don’t post the same images each post you make it.

Think about posting before and after any of the procedures or treatment options provided, or some creative shots from your clinic.

Only post beautiful photos. Blurry photos and cheap screen grabs don’t work on Instagram.

A further consideration about Instagram would be that the influencers are also in control of it.

Influencers are individuals with hundreds of thousands, if not millions, of instagram followers. 

You can utilize this trend by trying to enter into an agreement with one of them.

Consider reaching to an influencer who is regional to your practice.

You might be able to provide a dermatology service or product in return for some support to grow your Instagram profile.

Dermatology Marketing for Twitter

Twitter posts are expected to be quick and easy to get “retweets”.

Compressing thoughts into 140 characters or fewer may be difficult, but it’s a perfect opportunity to know how to optimize the effect of each term.

Twitter is the initial source of the #hashtag, too.

Hashtags are similar to a social network archiving method. Using them can help you drive patients to your posts.

It’s necessary to taper the use of hashtags, so don’t go overboard with it. Leave them concentrated and appropriate to you.

Advertising on Twitter involves understanding – and taking full advantage of – trending issues.

Leaping into fashionable topics will render the posts more visible.

Just be very careful to select subjects that have at least some relation to your profession.

Forcing your stories into topics that aren’t at least tangentially relevant to dermatology can cause you to appear spammy – so you’re certainly not attracting any fresh fans.

Facebook Dermatology Marketing in 2020

You should be on all the big social networking sites.

However, if you only want to concentrate on one of them, let it be Facebook.

Upwards of two billion users are using Facebook every day, and the typical user logs 8 times per day to browse through their facebook newsfeed.

If you don’t believe the social media network has peaked, recognize that four hundred users join every single day.

Facebook is not just a way to find younger users anymore.

Consider the following: only 8% of people over 65 use Instagram, and Twitter isn’t much better at 10%. Compare that to 62% of those 65 or older people who use Facebook.

Digital media researchers agree that Facebook delivers the most bang for the buck in terms of virtual advertisement dollars.

Paid Facebook advertising (when handled correctly) will give a big boost to your social network interaction, linking to your website.

And not just any of the leads, either. Facebook ads are great at helping you reach a well-targeted audience – and you can draw on their vast database to help you do that.

Ads can be directed to a specific audience based on their interests, activities, friends, age, location, and almost anything else you can think of.

Following Social Media Dermatology Marketing Rules

Although growing site has its own unique features, there are certain difficult and quick guidelines to follow — no matter where you’re writing.

Strike a compromise between sharing stuff that others have shared and publishing your own original material.

Sharing related news, photos, or posts from others will make your page more exciting and prevent it from becoming too promotional.

It may also help create beneficial connections with individuals and companies on your social network.

Maintain professionalism. There are no exceptions.

Partisan diatribes, polarizing comments, and out-of-color satire have little room on the skilled social networking accounts.

Posting these things just alienates potential customers and undermines your professional credibility in your field. Steer clear of controversial issues.

Although it’s a smart idea to post on fashionable tales, don’t hit the 10-foot pole hot-button trends.

Save your thoughts on the most recent divisive issue for your personal pages.

Never badmouth a boss, client, seller, customer, competitor … or, indeed, anyone.

It’s extremely unprofessional to bash anyone on the website, because it just makes the poster seem poor. And it’s small.

And, did we mention something unprofessional?

Just don’t do that. Handle disputes and issues in the real world, not in social media.

Connect to your social media accounts. Then connect them to your website.

Make sure people are able to find you and that they can easily hop from your social sites to your website.

Get to know your target audience.

You can’t please all people all the time, and trying to do that is just a waste of your marketing budget.

It’s important to reach the right people with your posts (i.e. those who are likely to actually click through your website).

Be persistent and get to know your name. Using the same name, expression and general style for your website and all your social network accounts.

The main concept behind successful, efficient use on social media for your dermatology practice is to develop yourself as an expert in the area.

It’s about creating a brand and finally turning social network interaction into real-world companies and consumers.

That’s because of continuity and concerted actions, not only having a lot of shares or followers.

Social media is just one piece of a digital marketing puzzle, but it’s an important one that shouldn’t be taken lightly.

Before you start throwing money into advertising on social media platforms, consult someone who has the experience and expertise to help you get the most out of every dollar you spend. RAMSEY Healthcare Marketing works with dermatologists just like you on their own dermatology marketing for their practices.

Digital Marketing for Pediatricians in 2020

Pediatrician stethoscope placed next to a laptop

Pediatrician marketing is necessary for acquiring and keeping patients. 

The ever-changing online environment frequently causes the implementation of effective marketing strategies for pediatric practices feel like trying to shoot a small moving target.

Even though it may be difficult, marketing is a requirement for pediatricians.

Many who invest in their own marketing excel, while those who fail to adapt fall behind.

Fortunately, a few straightforward strategies can quickly increase the online and offline presence of your pediatric practice, making it much easier for patients to discover you.

There are a few important items to consider prior to diving in as you formulate your marketing strategy.

Marketing is not advertising, although advertising can have a part to play in your marketing strategy. Marketing includes public relations, media planning , customer support, market research and community engagement as well as publicity.

Commercialization is an ongoing process. Your strategy will adapt to the changes around you in industry and the world.

Invest in a long-term plan to expand your company over time, instead of attempting a “set-it-and-forget-it” scheme that is likely to fall short.

Marketing really is an investment.

Not only should you plan on spending time and money on your marketing strategy, but you should also track outcomes to determine your return on investment to ensure that you’re on track to success.

Marketing is a talking between you and your customers. As such, you should focus on what your target audiences — whether patients, other doctors, or a combination of both — want from their doctor, that is, you.

Marketing is useless, if your claims can not be backed up.

Your practice will grow out of your clinical excellence — unmatched patient care, medical expertise and successful outcomes.

The most successful marketing technique in the end would be to concentrate your attention on enhancing your work.

Here are the best marketing strategies for medical practices and doctors:

1. Create a Website

Your medical practice needs an online home, somewhere current and potential patients can find you.

Fortunately, in order to get up and running with a custom site you don’t need to be an HTML wiz.

You can hire someone to design and code a site for you. How you go about it depends on your level of comfort, time, budget and skills.

2. Start a Blog

A regularly updated blog linked to your web site for medical practice offers many opportunities to address your audience’s needs and interests.

This is also the place to market content, a type of writing that helps you build your personal brand and show you who you are.

3. Add Links to Facebook

There are almost 2 billion active monthly Facebook users worldwide(!)

And as the tagline of the social network makes clear, the web is all about communication in pediatrician marketing.

For your medical practice, a professional Facebook page (apart from your personal page) allows you to contact your audience frequently and remind them of your presence.

Posting tips, news, and other notable items will help ensure followers and fans keep you in mind when pediatric services are needed.

It’s also an ideal forum for your blog posts — you can share and pass on useful and interesting links that you post on Facebook, providing virtual word-of – mouth about yourself.

4. Log in on Instagram and Twitter

Facebook, Instagram, and other social networks such as Snapchat and LinkedIn offer the audience more opportunities to communicate and share.

Doctors-only services such as Sermo can help you network with professionals around the world and demonstrate further expertise in your area.

The key to maintaining a positive online presence is regular and consistent posting through pediatrician marketing — try posting several times daily to your Twitter and/or Instagram accounts, if possible.

5. Become a Source for Newspapers

There are few better ways to gain exposure and pediatrician marketing than by being cited in the media.

Print, online, and TV journalists regularly seek out medical professionals to give their stories context and legitimacy.

Signing up for services such as Help a Reporter Out and ProfNet will give you access to media queries, as well as provide journalists with an outlet to pitch their own story ideas.

6. Send a Newsletter by Email

Capturing email addresses through pediatrician marketing and frequently emailing your contacts list drives traffic to your website, blog and social network accounts, which in turn drives new requests and referrals for appointments.

Start by collecting subscribers from your current customer base and reference base as well as from your social media followers.

Then create a template newsletter with an inexpensive mailing service such as MailChimp or Constant Contact.

Uncertain what to include?

Start with highlights from your recent work and return links to your blog posts.

7. Offer Unforeseen Care Packages

Not all of the modern marketing practices are just online.

Everyone likes free stuff — and printing your office details on cheap promotional items such as pens, stress balls, magnets, and water bottles to give to patients and other doctors will literally keep your contact information at hand.

8. Making the most of patient reviews

Your current patients and doctors who refer to you are your best marketing partners.

Make use of the power of happy clients to help spread your name by asking for referrals from potential patients.

Requesting reviews not only delivers you the greatest form of marketing material — what patients are saying about you and your pediatrics practice — but it also gives you the chance to see yourself as they view you, which is an essential asset.

Patient testimonials are a look into your practice. Grasp the important advice people give you, rather than combat or disagree.

9. Contribute to Publishing

Just like blogging and acting as a source for media stories, creating pieces about your experiences and expertise for medical journals can improve your reputation among fellow doctors — and possibly lead to referrals.

If your strength is knowledge then providing that information and pediatrician lens in a publication delivers your idea in the appropriate environment.

10. Create a Referral System for Patients

Providing top-notch care and giving patients genuine concern will lead to a lot of positive word-of-mouth and referrals to friends and family for pediatrician marketing.

Print referral cards with a simple message such as “Share Good Health” along with your clinic’s address, and then plan to include them in your care packages.

Follow-up when you get a referral to let your patient know how much you appreciate them with a handwritten letter, phone call, text, or even a small gift.

12. Enhance your SEO

Search engine optimization (SEO) can help drive targeted prospects (i.e. patients and referring doctors) to your practice website, improving the possibility that you are discovered via Google.

It helps to create original content for your website and blog, and receiving other sites that link to your pages.

To earn more traffic for your clinic website, offer guest blogs on other doctors’ websites and converse on social network posts.

Individually, each of these techniques will help your medical practice expand, but these marketing methods are best used in a organized , systematic way in tandem.

Contact RAMSEY Healthcare Marketing if you would like for us to take care of these processes for you.

Hospital Managers, Here are 8 Ways to Grow Your Business Online

Doctor and nurses leaning against the wall

Digital marketing for hospitals can be difficult (understatement of the year).

This is especially true due to the necessity for hospitals to take the extra mile to create a sense of confidence and security with prospective customers in the online space.

If you’re a hospital searching for opportunities to increase the exposure of your business, it’s essential to implement a digital marketing campaign to grow your number of patients.

Here are 8 digital marketing tips for hospitals to stay relevant and patient-focused.

1. Demonstrate your services through a website

Your website or landing page is by far the most important platform that serves as the first point of contact between your hospital and a potential patient.

The user experience provided by your website will lay the foundation for the first impression made on visitors.

In order to provide the best user experience, it is important to create a website or landing page that is extremely navigable and user-friendly.

In addition, you must ensure that it contains all the information that patients are looking for while seeking medical help.

Specific information such as the history of doctors, meeting times, health departments, care plans and appointment protocols are vitally relevant.

You should also set up AMP-enabled (Accelerated Mobile Pages) lightning-fast loading speed pages to ensure that guests remain on your website and do not quickly exit the page.

2. Educational blogs  

After creating a user-friendly website, the next focus is on building strong informational blogs that resonate with your medical practice.

According to statistics, there are approximately 3.5 million day-to-day medical searches on Google. As a first step, you need to understand those subjects that are constantly being searched on the Internet.

From informative material on symptoms and recovery choices and FAQs to home remedies and easy tips, you can use your blog as a forum to give practical guidance to your patients.

In addition, there is no better place than blogs to tell the success stories of your patients.

Consumer testimonials will have a huge effect on the website traffic and readership.

To order to stay relevant, it is necessary to prepare a successful content strategy by defining key dates and months to the health sector.

Email marketing is also another successful method when it comes to internet communication for physicians.

Resourceful e-mail marketing campaigns help hospitals connect with their audiences at a more personal level.

The patients would consider it incredibly helpful because the knowledge is in the mailbox just before they actually decide to look for it.

3. Leverage videos in order to trigger emotions

Recent statistics show that there are 5 million videos on YouTube every single day.

Engaging videos generates 1200 percent more shares than images and text combined.

Videos are a great digital marketing strategy for building your brand’s credibility and authenticity.

There is nothing more engaging than watching a medical professional give a deep insight into a particular illness or treatment.

It makes the patients feel at ease and assures that they are in the care of an accomplished professional.

Videos are also an appropriate place to display your customers’ testimonials.

The greatest advantage of videos is their ability to evoke a wide range of emotions such as hope, passion and courage that pushes them further down the marketing funnel.

4. Optimize to be discovered

Imagine that you’ve got a great website, blogs, emails and videos. But your patients can’t find you on Google!

The best way to solve this problem is to adopt effective search engine optimization methods with a detailed on-page and off-page checklist.

SEO is relevant when it comes to digital marketing for hospitals, because it allows to build a content plan focused on common keywords used by your customers to search for them.

The first activity you need to do before creating the content is to do keyword analysis utilizing software such as the Google Keyword Testing Tool and the LSI Keyword Generation App.

It is also best to select keywords that have a lower score of complexity and higher search frequency.

Although you need higher search volumes to better rank your website, quality content is always the king.

5. Leverage nearby SEO for higher walk-ins

According to a recent survey, 39% of patients choose their hospital through a Google search.

This figures indicate that advertising your clinic or private practice on Google My Business Listings plays a significant role in growing your exposure and footsteps.

Ensure that you have up-to -date contact numbers, full address, facilities, hours of work and a connection to your website.

GMB listings also offer peer-to-peer reviews of older patients and visitors that add credibility to your practice.

In fact, you should also have related blog entries in your lists, offering audiences a comprehensive peek into what you have to sell.

6. Go Social 

Hospital digital marketing is incomplete without a strong social media marketing strategy.

The most important factor that medical practitioners must keep in mind is that every social media platform has a unique audience.

The demographics and preferences of Facebook and Instagram are quite different from that of LinkedIn.

So, it’s always ideal to plan your social media campaign based on the nature of the platform.

There is no better tool than social media to address your customers’ complaints and concerns.

For example, online communities and discussion forums are great tools for dealing with customer complaints.

Hashtag promotions, infographics, quizzes, videos, hangout conversations and live chats are many ways to reach the followers via social networking.

7. Adopting a multilingual strategy

Multilingual marketing is a perfect opportunity to truly communicate with the customers in a language they’re familiar with.

By 2020, 9 out of 10 Internet users will consume content in regional languages.

Adopting a multilingual marketing strategy will give hospitals an early advantage to connect with their audiences and stay ahead of their competitors.

However, it is vital to adopt an end-to -end multilingual strategy, from videos to regional ads and to blog posts, in order to create an impact and increase the credibility of your hospital.

8. Doctor reputation management

Whether you are a full-time doctor or an online consultant, implementing an effective digital marketing strategy is always an important step in ensuring that all your digital tools are streamlined and in sync with each other.

It is important that the individual practitioners for your hospital have excellent online reputations as much as your hospital. This is because people will Google doctors once they find out the hospital that they will be visiting.

If this all sounds like too much to you, don’t worry because RAMSEY Healthcare Marketing works with hospitals like yours. Contact us today to learn how we can work with you.

Optometrists, Here Are 15 Ways to Grow Your Optometry Practice

Optometrist holding spectacles used for eyesight tests

Whether you are creating a new optometry practice, or you are looking to expand – you need patients.

Today, we will look at marketing strategies that will make it faster for you to maximize your marketing resources and boost your practice.

That means, if you’re trying to:

  • Gain new prospective patients
  • Build a patient base
  • Highlight your new services
  • Retire early
  • Or just boost your appointments
This post has been designed with you in mind.

Optometry Marketing in 2020

Marketing ideas for your practice of optometry

Let’s face it now. You ‘re wearing a bunch of hats.

When you became an optometrist, you probably thought you would spend a lot more time looking at patients’ eyes.

And yet, today, you’re overseeing books, serving as HR director for your team, and fighting insurance companies.

It’s barely enough time to practice your craft, let alone market it.

But telling people how to solve their problems is critical.

Most optometrists see the value of spending thousands of dollars on new equipment and technology, but they fall short when it comes to letting people know they have it.

But what are people buying? We all purchase the most effectively communicated solutions to our problems.

So, start with the correct message.

You need to clarify your message before you start marketing.

Start with a couple of simple questions:
  1. Who are you, huh? Consider, in particular, how you relate to those you serve, and why they should trust you.
  2. What are you offering? If you already have a large number of people who want this service, there’s probably a lot more people who want it, too.
  3. What makes you different from your competitors? Tell your prospective patients why you should be chosen for another practice. How do you solve the problems of your patients?

Now that you have a clearer message, it’s time to get it on the market.

Traditional marketing services

When you think about marketing – advertising in newspapers, on the radio, or in the telephone directory, you may think about it first. These practices are the ‘Traditional Marketing’ practices used by companies and marketers alike for years to come. They are tried and true to results, and although it may be difficult to measure success, many practitioners still choose these traditional marketing methods for classic touch and proven effectiveness.

1. Print, Broadcast, Outdoor Ads

A great ad never fails to attract the attention of those who see or hear it.

Think about how many times you ‘re driving a billboard and looking at it, or you’re hearing a catchy jingle for that car on the radio.

You may not buy what they’re selling right away, but after seeing / hearing it a couple of times, you ‘re definitely going to remember the message.

These traditional advertising tactics are great for attracting prospects who might not plan to go to the optometrist soon, but are likely to remember the ad when the need arises.

This type of advertising gives a surround-sound effect to your other marketing activities.

2. Promotional branded products

Promotional products are a great way to raise awareness and brand recognition of your practice.

Have you ever heard of Nike? Their swoosh is about everything they make and has become a world-wide signature brand.

Wearing your brand is a great way to spread awareness of your practice.

Not only does it help with brand recognition, but it also shows patients that you are proud to be part of the business.

Make sure your name or logo is on everything you’re giving away – lenses, cleaning cloths, cases, cleaning sprays.

It will not only remind patients who have given them that the lens is cleaner they use all the time, but it is also an opportunity to attract the interest of the people around them.

You may not be personally cleaning their glasses, but your brand is.

3. Referral programs

A happy patient who cares about your services and products will become a free marketer, whether the patient realizes it or not.

Referral programs are a great way to give your patients the opportunity to actively market their practice and get something out of it.

Consider offering a small discount or giving a gift card to those who refer new patients to the practice.

By rewarding those who help your business grow, you show that you see value in them and their referral, which will increase their loyalty to you.

4. Business Partnership

Do you have a few companies around the corner from your practice?

Give them a call or stop for a quick visit and introduce yourself. These companies may be looking for nearby practices that can provide eye exams or safety glasses for their employees.

Another great way to do this is to talk to your existing patients and ask them what they’re doing to live or where they’re working.

You’ll quickly find out the names of the right people to talk to in their company or get a first-hand introduction from your patient.

5. Networking with other doctors

Don’t forget to start a conversation (or reconnect) with other healthcare professionals in your area.

Look for independent and private practices, such as yours, and suggest a co-management arrangement.

It’s not going to have to be an iron-clad agreement bound by the contract.

It could be as simple as referring a health care provider to another patient’s health needs, and asking how the other practitioner would like the referral to be done.

“If I were to refer my patients to you for their other health needs, do you have a preference for how I do that?

“Can I have a few business cards to hand out to my patients if they need your services?

As your name comes up more and more, you’ll start seeing referrals from the other health care practitioner as well.

6. Lecture on Optometry

Consider attending or hosting a wellness event with other local practitioners.

These events are a great opportunity to educate people about eye care and share their expertise as an optometrist.

As you share goodwill and show that you care about it, it also boosts your reputation and your practice.

7. Give time to local charities

Joining a medical mission and a charity is another way to be active in your community.

It’s a great way to build trust and establish your practice as reliable and accountable.

Your patients will see that you give back to the community and share your talents outside your workplace, giving them a higher opinion of you and your practice.

They might be more inclined to go back to a practice that cares about their community.

In addition, contributing to a worthy cause can re-energize you and your team. Show your passion for helping others, and it will come out of all that you do!

Digital Commercialization Traditional marketing works, especially in small towns.

But, if you’re on your own, you’re missing out on opportunities to maximize your time and marketing resources and, ultimately , increase your practice.

What ‘s best about digital marketing?

It offers real-time data that accurately measure the success of your campaigns and statistics for your target audience.

That means you can stop wasting money on the stuff that flops and start focusing your resources on the best-performing efforts!

8. Creation and maintenance of website

Most people today find things they need online, including finding a doctor to look after their eyes.

A website will not only be your online presence to find you, but will provide insight into who you are as a practitioner and a practitioner.

What patients see is what they get, so the better the more information you can give them.

At the very least, you should have a basic website that provides the essentials: background information, services offered, schedule, map listing, and contact information.

This gives patients the things they absolutely need to know, not much else.

The best option, though a little more work, is to have a detailed, information-filled site that communicates an identity and a unique story.

This is always preferred because it shows the personality of your practice and can give patients a better idea of what to expect in person.

Things like blogs, FAQs, news articles, photos and staff bios, frequent updates and up-to – date information all help you share your story about your patients, making them comfortable before they ever walk in the door.

Tip: Remember that your patients are heroes, not your practice. Show how you help them on their journey rather than give them a ‘slide show’ of year-by-year history.

9. Consistent messaging

The key to gaining authority and trust is to be consistent with your messaging.

It is important that both your technique of messaging and the way you communicate with your patients is consistent – and subconsciously sends a message that they can rely on you.

For instance, sending updates and messages with different fonts, sizes, formats and even text can make you look sloppy and unprofessional.

Simplifying it all to be consistent will make you appear more trustworthy immediately.

You would also appear to be more trustworthy by keeping your patients at the top of your mind.

Inform patients when the appointments are and when you’re closed for the holidays.

Whether it’s through email or chatbots, keeping your patients in the loop will make them feel important, up-to – date, and part of your community.

Do you have a new clinical service or a promotion offer? Let your loyal patients know about it first via email, before you officially publish an announcement in your practice or on your website, will make them feel valued and part of an exclusive insider’s group.

10. Video marketing is an excellent tool

Videos allow prospective patients to see who you are.

It’s the closest thing to a one-to-one meeting, and it’s a vital way to build trust in your potential patients.

Simple videos can make patients see that, aside from all your accomplishments, you ‘re a neighborly health care provider who’s there to help them.

11. Social Media Presence

The presence on social media has never been as important as it is today.

Most of your patients are using it, and if you’re not, they may see you as less credible.

Having social media allows patients to see how you interact online and what you think is important.

Are you just posting your achievements, or are you showing ways to give you better patient experience?

Facebook has more than two billion active users. Instagram is catching up with over one billion active users.

These platforms have a significant impact on our day-to-day lives and also influence the decisions of most potential patients.

It goes without saying that having active accounts on these platforms can significantly increase brand awareness.

Your presence on social media is a great way for patients to interact with you online, whether it’s by checking on your Facebook practice, tagging your Instagram account, or sharing your practice with others (by choosing a word-of – mouth effect online).

12. Online Searches

You want to make sure that you show up when potential patients are looking for the services you provide.

Google My Business is a free listing service provided by Google that has become a common practice for businesses.

It’s a quick reference for patients to use when they ‘re looking for an optometrist near them.

You can customize it to show more about your practice by adding photos, descriptions, hours and more.

You can even measure how many people are calling you or asking for directions.

Likewise, your website must keep up with the latest SEO ( Search Engine Optimization) techniques to rank high when searched.

13. Online Ads

Online Advertising is one of the most efficient ways to reach a wider audience.

By putting ads on Facebook or Google, you can reach a specific niche by targeting characteristics such as age, gender or interest.

As a matter of fact, 58% of eye-care consumers are mobile, searching for mobile devices. It’s so important to have a good mobile experience right now when it comes to someone searching and finding you.

14. Managing Reviews

Prospects trust other patients’ perspectives about health care providers, like you, more than they trust your degree, awards, website and everything else you do.

Just think about the last time you bought something from Amazon.

Ask patients to leave reviews for you on Google and on social media, and ask your best and most loyal patient for a testimonial to use on your website or other marketing services.

15. How to handle Negative Reviews

Obviously, we only want great 5-star reviews to show up, because having positive patient reviews on Google, your website, or your social media pages can greatly increase your practice’s credibility.

The reality is that there will be bad reviews and you need to know how to deal with them.

Whether or not a review is good or bad, you should always respond to it.

Remember these two steps when you come across a bad review:

  1. Thank them for letting you know about the issue. Acknowledge that you hear what they’re saying, and that you want to make it right. Take a conversation offline, either by email, message, phone or mail.
  2. Never go back and forth with the reviewer on the review himself. Irrespective of what they say, you ‘re going to look bad to argue with a patient.

If all of these things sound overwhelming, fear not! RAMSEY Healthcare Marketing takes care of all of the digital marketing tactics you could possibly need for your practice. Contact us today.

Physical Therapy Clinic Marketing for Beginners in 2020

A mom and her daughter are doing yoga poses to stretch their backs

The need to keep your business afloat during COVID-19 is more important than ever for your physical therapy clinic.

However, the specialized nature of physical therapy practices may make it difficult to find patients, especially clinics that do not have a full schedule of medical referrals.

Many patients may not even know how to go to a physical therapy clinic without advice from a general care practitioner.

As a busy practice owner who also helps patients on a daily basis, finding time to market your clinic can seem almost impossible.

Who has the time (or money) to write, produce, and publish a TV or print ad when there is a ton of work to be done for each of the patients you already have?

However, physical therapy marketing does not have to be as difficult or expensive as you might think. Using the internet can make it easy to attract patients to your practice.

Why Use Online Marketing to Gain Patients?

More and more people are looking for services online.  Google alone “processes more than 70,000 search queries per second” according to Hubspot.

Most patients like to access a doctor remotely until they speak to someone at the clinic.

Common sources of information on your practice include your website, social media sites (Twitter, Facebook, Pinterest, etc.) and business / service review sites such as Angie ‘s List or Yelp.

To make patients want to go to your practice, above all others, you need to be part of the conversation that’s going on online. Two communication channels that you can control include:

  1. Practice Website; AND
  2. Social media network accounts.

If you don’t have a website and you’re not on Twitter, Facebook, or any other social media network, you’ll have a hard time talking to your patients’ parents.

Building a low-cost website is fast and easy to use.

If your pediatric practice does not already have a website, it is very important that you get one up and running as soon as possible. You’ll need to do this:

Website Domain

  • The domain name of the website.
  • Which is your domain (or website name)?
  • What’s the subdomain? Look up the browser search bar at the top of your screen.
  • Hosting for your domain.

You may buy a domain name from a number of places, although two of the more popular ones are Godaddy.com and Google.com / gsuite.

Designs for the various sites on the website.

Many of the tips mentioned below have built-in homepage templates that encourage you to modify the design without needing to invest thousands of dollars on recruiting someone to redesign the website.

You can also use resources like Canva that make it simple for you to develop those forms of marketing materials and website apps without understanding anything about web design. It’s a pretty good service, and it just costs $12/month.

Fortunately, it’s a lot better than it used to be.

There are several various organizations and resources out there to help you get going on the website of your company.

Such methods shall include:

  • WordPress.org. WordPress.org offers you exposure to themes to create your website. Hosting is not available with WordPress.org, and you’re going to have to find another provider for your domain and host.
  • WordPress.com. Not to be mistaken with WordPress.org, WordPress.com provides free and paid options to set up a website. The free plan will give you a WordPress.com subdomain, while the paid plans will give you a custom domain name.

There are a number of pros and cons for each tool — far too numerous to discuss any of them in detail.

Many physical therapy clinics don’t require a lot of sophisticated resources, just something simple that helps your patients’ parents know about your clinic and your specialization.

You’ll definitely want to use a basic, easy-to-use website designer, then maybe find things possible to use more sophisticated themes then website configurations later. Also, though you may not want to invest so much, but you’ll want to make sure your web domain name represents your company, and the site itself isn’t clogged with your host ‘s advertising.

Several guidelines for online work

If you already have a website or have one set up using one of the resources mentioned above, here are some simple tips for the online marketing of pediatric therapy:

Hint 1: Upload your domain to Google

Google and other search engines utilize unique artificial intelligence ( AI) algorithms named “crawl” spiders for web and index traffic. However, it may take a long time to locate the new website on your own.

You can speed up this process a bit by submitting your website’s URL to Google. Only copy and paste the URL into the page window, press the “I’m not a robot” button, and then press send.

It’s not going to be instantaneous, so that’ll be better than just waiting for it to happen immediately.

Tip 2: Build interest material for your website

Taking the time to compose meaningful material for your website — and not just a portal and “About Us.”

Writing a weekly blog post on unique home fitness activities to help you explain your skills to your friends.

That, in effect, lets you win their faith and lead them to their work.

For example, if you are an occupational therapist, writing a blog about helping children develop gross motor coordination could benefit parents with children dealing with hand-eye coordination or motor sensory perception.

Speech-language pathologists can write a blog about helping children properly understand others or developing their memorization skills.

If you have other clinicians in your group, ask them if they would help you out by writing a series of posts for your clinic’s website.

Tip 3: Take a peek at what other effective clinics have achieved in your area.

Odds is that you have a vast network of contacts with other physical therapists in your profession.

Take the time to reach out to them to ask them if they had something that went especially well in internet marketing.

Personally, try out their pages for yourself and see what they do differently. Seek to change what fits well on your own website later.

Tip 4: Research Online Marketing Strategy

Being the best physical therapist you can possibly be needs continuous work and preparation. The same refers to being the strongest marketer in the profession that you may be.

Allow time to analyze communication techniques such as inbound marketing, web marketing, and other online marketing approaches.

This can help you learn how to promote your practice better.

Some of the useful resources include:

  • Moz.com. Moz is a well-established internet marketing service. The Moz.com site is full of valuable knowledge and tips on the latest strategies for internet marketing.
  • HubSpot. HubSpot is a digital network company specialized in inbound marketing. Their blog often features tips for finding out about Google and converting website visitors to customers (i.e. patients).
  • MailChimp. MailChimp is a leading provider of professional email services for all kinds of businesses. Their blog and website provide a lot of helpful details on how to use emails to support the work on the Internet — including what not to do.

Only reading one or two posts a week will help you get your mind around the complexities of pursuing your work online.

Be sure to learn about crucial words like Search Engine Optimization (SEO) when you have the opportunity.

Tip 5: Be involved on your Facebook account

While not directly linked to your website, keeping a Facebook page for your practice can be an important way to reach out to potential patients.

If you don’t already have one, create a Facebook page for your pediatric therapy practice and start making a message.

Possible topics for your posts include:

  • upcoming events at your practice, including charity / community events, new additions to your practice, and holiday hours.
  • Links to the new blogs you’ve recently created.
  • Advice on the management of certain physical ailments.
  • Answers to common questions from the patient.
  • Successful treatment stories.

As long as this post is in place, we’ve only really scratched the surface of how to market your pediatric therapy practice online to attract more patients.

There may be more in-depth posts on this topic in the future, covering more of the specific steps of setting up a website and other marketing-focused challenges that will help you continue to grow your practice without losing focus on what’s important, service quality.

If you want experts to handle all of this for you, RAMSEY Health Marketing works with physical therapy clinics. Work with us today by contacting us here.