Boost Your Integrative Practice With Digital Marketing
So much has changed in the last two years — and healthcare is no exception.
After navigating all the recent global uncertainties, health is number one on many people’s minds. And now more than ever, they want to find a doctor they can trust.
And they want to be heard.
Patients today want more than just 15 minute appointments with their healthcare provider. And they don’t want Band-Aid solutions.
Today, many patients are choosing alternative therapies over conventional medicine. Because they want to get to the root of their health problems.
But for the everyday healthcare consumer, it’s overwhelming to try to navigate all the options, determine whether or not a solution will work, and locate the right doctor for them.
You can make it easier for potential patients to find you by implementing effective digital marketing strategies into your practice.
All you have to do is show up.
Move Your Practice Online
While billboards and magazine ads have their place, getting your practice on the web will help you reach a wider audience. More and more people are finding their doctors on Google and other search engines. This is even more prevalent today, with services like telehealth used 38 times more than pre-2020.1
So to continue to grow your practice and attract new patients, it’s vital that you adapt to the new world of health and wellness by making sure your practice is visible in the online space.
The most basic tool you need to get your practice on Google’s radar is a website. This is very doable today, with plenty of web hosting services at your disposal. And just setting up a homepage, about page, and contact form will have you off to a great start.
After you’ve set up your website, a few other digital marketing tools to consider are:
Blog posts to boost SEO and engage your readers
Email marketing to stay in touch with current and future patients
Social media to connect with your audience and spread the word about your practice
These are all effective ways to grow your presence — and build your reputation — online.
Have a Recognizable Brand
When you’re growing your digital presence, showing up in a way people recognize plays an important role.
Companies like McDonald’s and Nike wouldn’t be the global titans they are without branding strategies that are focused on:
Clear communication
Connecting with their customers
Standing out from their competitors
By showing up consistently, you’re building a brand that will not only last — it will attract patients who resonate with your message.
To get you on the path to good online branding, and to capture the attention of your ideal patient, be sure to include:
Clear, concise copywriting
Unique photography
Recognizable logos
Clean website design
These are important focal points that should always be a part of your marketing budget. Because investing in these tools will pay off over and over again in the lifetime of your practice.
It’s also important to choose branding that’s specific to you, so your patients can easily identify you. This is true whether you’re running an independent clinic or are part of a larger organization. Showcase a brand that sets you apart in the healthcare industry.
Healthcare consumers don’t want generic. And they don’t want jargon.
They want to be able to connect with the person — and organization — they’re entrusting with their health. They want to know who you are, what you stand for, and how you can help them.
And a solid brand strategy will help you communicate those things.
Put Your Patients First
This goes without saying, but in light of the healthcare issues we touched on at the beginning of this article, it’s worth stating:
Put the well-being of your patients above everything else you do.
In 2022, the average patient is on the hunt for a doctor who:
Takes their input seriously
Provides solutions that work
Offers a personalized process
That can be a lot of pressure on you as the provider, but creating a patient experience that’s as streamlined and personal as possible will lighten your load in the long run.
Yes, time is short. And yes, there are plenty of challenges to navigate as you continue growing your practice.
But patients know when they’re not being valued. They know when their appointment is rushed and they’re sent home with general advice they could have found on WebMD.
And you want to give your patients more than that. A huge part of holistic healthcare is taking the time to really see your patient — and hear them, too.
This will go a long way for your practice and your reputation as a healthcare provider.
Narrow Your Niche
Today, you face unique challenges that other providers haven’t had to deal with in the past. But the silver lining of the digital age is: you don’t have to keep attracting patients who aren’t a good fit for you.
You have the ability to bring the right patients to your practice by clearly stating your values. And if you aren’t doing that, then your client base will be a mixed bag at best.
For example, if you’re a naturopath who’s heavily focused on herbal remedies, but most of your client base is pill-popping patients who think you’re a witch doctor, then you need to get clearer on your messaging.
When you’re communicating with your readers, show up authentically. Clearly state:
Who you are
Who you help
What you specialize in
If you’re a chiropractor who specializes in sports injury for young adults with an emphasis on natural solutions, then say so.
Because the more specifics you can give your target audience, the more likely it is that they’ll book with you and know they’re in the right place.
So before putting out any content on the web, always ask yourself: who am I serving?
By answering this question, you’ll be able to sift through the patients that don’t fit and focus on the ones that do.
If you market yourself authentically online, soon you’ll find yourself with a patient list full of people who align with your values and mission.
Partner Up With Other Professionals
It can be overwhelming to hop on board the online marketing train, but you don’t have to go it alone.
Consider teaming up with a holistic professional you respect by:
Being featured on each other’s podcasts
Writing guest posts for each others blogs
Creating an educational YouTube video together
And while you may be thinking “But they’re my competitor!”, tag-teaming it like this can do wonders for your SEO and online presence in general. For one thing, you’ll have the opportunity to be heard by people who might otherwise not know about you.
You’ll also be able to establish yourself as a thought leader in your field. This improves your reputation and expands your influence as you show up on different platforms and websites.
Lastly, you’ll reap the benefits of fruitful partnerships with like-minded professionals, such as patient referrals and broader networking opportunities. And you’ll build lasting relationships with providers you respect, admire, and want to elevate in the health and wellness field.
Win-win.
Embrace Online Marketing
The health and wellness space is ever evolving — now more than ever before. Patients are not only searching for potential doctors online, they’re becoming more selective about who they entrust with their health.
There’s a lot to navigate as you decide where to focus your online marketing endeavors.
But rest assured that your efforts will pay off in the end. Adapting to post-2020 healthcare changes will help you attract new patients and build loyalty with current ones by continuing to meet them where they are in the digital space.
Once you’ve chosen a few strategies that work for you, watch your online presence — and your practice — grow as your readers learn more about who you are and who you serve.
Learn More About Expanding Your Practice Online
If you found this post helpful, be sure to read some of my other blog posts to learn more about digital marketing strategies that work for you.
And always feel free to reach out if you need a copywriter to handle your writing needs. I’d love to help you grow your practice with thoughtful, quality content that resonates with your readers.
Sources
https://www.bcg.com/publications/2021/dynamic-and-digital-new-reality-for-health-care
https://medcitynews.com/2022/01/five-challenges-healthcare-faces-in-2022-and-beyond/