No matter what kind of medical practice you’re running, there’s one thing you can’t operate without: patients. In the midst of the Information Age, the landscape for healthcare practitioners looks very different from the days of referral-based business. With a quick poke around the Internet, potential clients can read reviews for your practice right alongside those of your competitors. They can also easily base their decisions on proximity to a practice or appointment availability.
For most, the importance of patient acquisition is at an all-time high. Here’s the thing: your practice’s success almost entirely depends on how well you’re executing your brand strategy. So where do you start?
- Analyze: Do you know your brand? Do your potential customers? Figure out what it is that differentiates you, create a brand message, and then make sure that message is being accurately expressed across all channels—on your website, social media, web results, positive reviews, etc.
- Reach: Where are your clients finding you? Now, where could they be finding you? Think of every possible keyword you could be incorporating into your SEO, SEM and Maps strategy. Your practice name. Ailments cured. Services offered. Practice location. Then think of all the possible combinations of those possible keywords. Exhausted? Well, when it comes to medical practice visibility, the more specific, the better. You’ll be really glad when your practice starts ranking for keyword searches on the three major search engines (plus their maps pages!).
- Execute: This one is simple. The easier you make things for potential clients, the more likely it is for page views to convert into booked appointments. This boils down to things as simple as having an appointment reservation system on your website, answering the phone during the hours you list on your website and diligently checking the website contact form you might have for new patient inquiries.
- Track and Optimize: Finally, keep track of where your patients are coming from. Knowing what’s up allows for optimization and continued patient acquisition in the future.
These steps leave a lot of room for you to find out what works best for your practice. Optimizing your SEO and patient acquisition strategies takes time, but the effects will be well worth the effort.