For many medical, dental, and aesthetic practices, it can seem overwhelming trying to keep up with the latest best practices in digital marketing. Of course, that’s where we come in at Advice Media. We’ve been building the web’s most beautiful websites and optimizing them for organic search for over two decades. For many clients, we handle everything in their digital marketing. For others, we handle pieces of the puzzle.
Regardless of whether you’re a client or not, here are three areas your practice should focus on when trying to get a leg up on your competitors through digital marketing.
Let’s get into these areas in this first springy blog with the end of COVID on the horizon.
During the pandemic, there was a trend nationwide to buy local rather than doing everything from national online stores, such as Amazon or Walmart. When it comes to the digital world and your medical, dental, or aesthetic practice, you need to think nothing but locally. After all, that’s where your patients are going to come from. Someone in Cincinnati searching for All-on-4 Dental Implants isn’t planning on flying to San Diego for the treatment.
When you compare search results from a broad topic to a local one, you see the difference. If you search for “Who invented sunscreen?” this is the page Google returns.
But if you search for “Skin Cancer Doctors” this is what is returned. Just below the paid search ads is a little general information followed by the “Local Snack Pack.” These are the three top organic returns that solve a local search for a dermatologist.
To ensure you rank as highly as possible in the local searches that pertain to your practice, you need to take care of a couple things: Google My Business and policing your listings across various directories.
For Google My Business, you’ll need to sign into your Google account (or create one) and then provide all the relevant information about your practice. You may already have done this, but it’s still a good idea to get back into your account and verify everything is current. Plus, you can add items such as photos and additional descriptions.
Otherwise, policing listings also helps you rise in local search results. You need to make sure your practice information occurs in the same way across all directories and listings. We’ve addressed this in various past blogs. At Advice Media, we have a convenient tool called Local Power that provides a single access point to control all of your data across the various directories out there.
Targeting your ads
There are various ways pay-per-click advertising targets very precisely. You set the parameters and your ads show up on websites that match those parameters. The process of keyword bidding and the like can be somewhat confusing, but we help you decide the best ads to fit your practice.
Retargeting ads can be especially effective. You know these ads; they are the digital ads that chase you around the web after you’ve been on a site but didn’t conclude the transaction. Let’s say you were looking at a pair of running shoes but didn’t take your cart to checkout. If the business has retargeting ads it’s likely you’ll be seeing more of those shoes popping up on the sides of pages you visit at least for a couple days.
Retargeting can be great for cosmetic treatments and procedures. For instance, if a potential patient was checking out the relatively new treatment BodyTite™ on a local aesthetic practice website, retargeting ads from that practice keep BodyTite™ in the mind of that patients in ads that show up on other unrelated searches. Retargeting has shown to be very effective for conversions on this type of treatment.
Provide high quality content
Medical, dental, and aesthetic practices are different from typical retail or even service businesses. Patients and potential patients are weighing whether to come to your practice to address something with their health or their appearance. There needs to be lots of trust for this to happen.
That’s far different from, say, a bike shop. If a potential buyer is interested in fat mountain bike tires for riding in snow, he or she doesn’t need to necessarily trust you to be a competent business owner, they only need to trust you to carry a good fat tire brand at a fair price.
That’s a wholly different proposition than trusting a plastic surgeon to perform abdominoplasty or remove skin cancer with Mohs surgery.
So, your practice website needs to be populated with well-written, descriptive copy. This copy needs to detail the procedures and treatments you provide, and it needs to do so with enough information so that the visitor to your site can really get a good idea of what’s involved with the procedure or treatment.
When you provide this type of content, the potential patient instantly sees you as an expert, someone to be trusted with their health and appearance. Content on your site is different than retail content in that it shouldn’t overtly sell; it should provide the information necessary for the potential patient to take the next step should they want to.
This is no place for bullet points describing a surgical procedure. This is no place for overhyping this or that treatment. This should be the presentation of well-written, easy-to-read information.
That’s how you will build trust…and your patient list.
Those are a few things we like to help our medical, dental, and aesthetic practices focus on when we work with them at Advice Media. And that’s just the tip of the iceberg of what we can do for your practice. If you’re not already with us, why not give us a call at Advice Media, (435) 575-7470, or fill out the contact form.