5 Reasons Why Online Marketing Should Be Part of Your Marketing Plan

Written by on November 1, 2013 in Practice tips - No comments

For most practices, as with any small business, planning objectives in marketing include increasing the amount business from previous years. When discussing marketing strategy every medical practice, regardless of size or specialty, should consider investing in online marketing. Here are five reasons why…

  1. Cost-Effective: The cost is lower than traditional media such as TV or radio and can often have a greater ROI due to the long lasting effects.
  2. Increasing Demand: We are in the midst of an “e-patient” revolution (patients whose number one source of health information is the internet). As more and more health care organizations realize this, the market space will become increasingly competitive.
  3. Highly Trackable: Unlike some marketing strategies, the results of online marketing are highly trackable. Most internet marketing agencies provide monthly reports showing how your search engine rankings are increasing and the direct correlation to your number of visitors, as well as the number of visitors you are converting (i.e. number of online appointment requests, etc.).
  4. Wide Appeal: Online marketing is a highly effective marketing tool that caters to a wide range of demographics. The fact that you cater to a geriatric population is no longer an excuse. The 70-75 year-old age group is the fastest growing demographic of internet users (2009 study by Pew Internet & American Life Project).
  5. Targeted Approach: If you are a plastic surgeon who wants to do more mommy makeovers for example, you can easily use online marketing to target specific keywords and demographics related to this service. It’s a great way to establish a niche or at least bill more of a particular service.

Whether you invest in search engine optimization (SEO), pay-per-click (PPC) advertising, or social media, the first step in an effective online marketing strategy is a good website. The goal of online marketing is to bring people to your website; the goal of your website is to bring people to your practice. On average, your website has seven seconds to make an impression on a patient. Otherwise, it’s back to the search engine and on to your competitor’s site. Therefore, online marketing won’t be nearly as successful without a great website and a great website won’t be nearly as successful without online marketing.

One of the great qualities of online marketing is that it’s an even playing field. Whether you are a solo family practitioner or a 10 physician cardiology practice, you each have the opportunity to compete online. So as you enter into budget discussions to consider your medical practice’s goals, consider online marketing as a cost-effective approach to growing your practice.

By Amanda Kanaan
WhiteCoat Designs

About Amanda Kanaan:
Amanda Kanaan is the President of WhiteCoat Designs – a Raleigh-based medical marketing agency providing doctors with online marketing services as medical website design, search engine optimization (SEO), social media management, referring physician outreach and more. To contact Amanda or to learn more about WhiteCoat Designs, visit www.whitecoat-designs.com.

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