Does the word “marketing” make you nervous? Do you believe that marketing your practice will simply cost too much? If so, you may want to consider content marketing, a cost- and time-efficient method that you can use to demonstrate your knowledge and passion for Integrative care.
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 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 a 2013 study, 81% of consumers visit websites before picking up the phone!
3 Reasons Why Content Marketing is Best for Physicians and Practices
1) Excellent website copy will help new patients find you by snagging search engines.
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 blog for you. Then, add a call to action, such as calling the office or filling out an online form, and voila!
3) Relevant social media content inspires altruism, which leads to more shares and greater exposure to new potential clients!
Posting short updates, blogs (even if they’re old), inspiring health-related memes or new science is a fantastic way to engage and inspire your clients to share with their own networks. To inspire altruism is to engage the practice of selfless concern for others, which is an easy accomplishment 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 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 Plan?
After taking the assessment, you can download free tips and tools that will help you refine and grow your marketing program while building a sustainable referral network.
Power2Practice is the first EMR, business development platform and advanced patient portal designed for Integrative, Anti-Aging and Functional Medicine physicians and practices. Click here to learn why Power2Practice is much more than just an EMR.