Would you like a low-cost marketing approach that authentically communicates your values while building relationships and trust?
If so, consider content marketing – an effective and timeless method that you can use to demonstrate your thought leadership and skill-set in personalized health care without sounding “salesey.”
Content marketing can be defined as:
“A strategic marketing approach focused on creating and distributing valuable, relevant and consistent content, such as website copy, blogs, videos, webinars and podcasts to attract and retain new patients.”
As a physician, your online presence should serve as the foundation of your marketing strategy. Potential clients who are looking for an individualized, patient-centered approach to healthcare spend a considerable amount of time online learning about wellness and researching local practices before scheduling an appointment.
According to SocialTimes, an online publication from Adweek Magazine:
- 81% of consumers do research online before committing to a purchase or product.
- 60% begin by using a search engine.
- 61% will read reviews before picking up the phone.
Does your practice show up in search engines? If not, content marketing could help you get found more frequently!
3 Ways Content Marketing Accelerates Practice Growth
1) Your website and blog copy will help new patients find you by snagging search engine keywords.
Start with a strong website and optimize the copy with keywords that your patients are typing into search engines, so that Google, Bing, etc., can pick up your website at the top of the list.
An effective website does not focus primarily on you and your accomplishments, however important. Instead, align each page on your website with your patients by focusing on how your services and experience specifically solve their problems.
2) Online content inspires confidence and engages both current and new patients.
Taking half an hour to write an email, blog or newsletter update costs next to nothing and demonstrates your thought leadership. Providing free education outreach to the public in the areas of prevention, lifestyle tips and new evidence-based wellness findings is a great way to show patients that you care and position your practice as a leader in the community.
Think that you don’t have time to write blogs? Try this!
Pick a topic that you are passionate about and spend 15-20 minutes free-writing about it; write with your stream of consciousness and do not stop to re-read, overthink or correct grammar, etc. When you’re done, take another 15-20 minutes to edit what you’ve written, or ask someone in your office (who enjoys writing) to edit the piece for you. Then, add a call to action, such as calling the office or filling out an online form, and voila! You’ve created a powerful piece of content marketing!
3) Relevant social media content inspires altruism, which leads to more shares and greater exposure to new potential clients!
Posting short updates, common health concern blogs, inspiring health-related memes, your favorite recipes or writing about new science is a fantastic way to engage current patients while inspiring them to share the info within their own networks. To inspire altruism is to engage the practice of selfless concern for others, which is easily accomplished on platforms such as Facebook, Instagram, Twitter or Pinterest.
By sharing your knowledge freely with others, your patients and fans will be inspired to “pay it forward!”
Any way you slice it, posting relevant content is a great way to remind your patients that you care and to remain at the top of their awareness. Yes, we’re telling you to give away your knowledge for free! Doing so will build trust, grow your community of wellness enthusiasts and encourage more word-of-mouth referrals.
Interested in Optimizing Your Marketing Strategy?
Our complementary Marketing Practice Assessment can help! Just click the button below and choose the “Marketing Assessment” icon to get started. Once the assessment is complete, you can download free tips and tools that will help you create a sustainable marketing program!