If you work in healthcare, one of the problems you face is the growing propensity for self-diagnosis. This behavior becomes pretty risky when it comes to the internet. If you asked the general public how many have Googled a symptom and its treatment before consulting a doctor, eight out of ten people would raise their hand.
This can be a disconcerting image. In the wild frontier of the web, who knows where they're getting their information? Which brings us to another important reality: Thirty-four percent of people have looked to someone else's health experience on a blog. This obviously becomes dangerous when the information is applied to one's own health without proper context.
In today's digital age, people are increasingly arming themselves with up-to-date information. This is especially true when it comes to addressing a health concern. Waiting days for an appointment to find out why a certain rash is spreading just isn't going to cut it for many people. They're naturally worried and want help right away. Therefore, it's up to healthcare practitioners to make sure they're getting the right information when they turn to the internet for answers.
Here are a few tips on digital marketing for healthcare professionals. These should help you bring consumers the right information and yield more business.
Leverage Social Media
People want to hear actual health stories from other individuals. It has the personal impact that traditional medical advertising cannot achieve. Online communities like Facebook and Twitter can allow people to engage in coversations about their health. As a practice, you can be a part of this conversation. You also have the opportunity to address the misconceptions floating around. A lot of what is posted is opinion. Interject a healthy dose of science into social media, and attract new patients. Check out how Boston Children's Hospital has been successful in hosting an open and honest discussion on social media.
Keep a Blog
Blog content that is optimized for search is a great way to drive traffic to your practice's website. If you post regularly, you have a distinct advantage over the competition. Establish yourself as an industry leader. Be a portal that people can rely on to educate themselves. If you provide free education, you will gain people's trust and loyalty, which leads to converting them into customers.
Make Your Website Responsive
A responsive website automatically adapts to whatever device a person is using, creating the best user experience for every screen size. This is especially important for healthcare organizations because roughly 33% of patients use a mobile device to book appointments or do research. Allow your patients and potential clients to stay informed on their health wherever they are with this dynamic platform. HubSpot actually includes this feature in their all-in-one website software.
Inbound Marketing can be difficult. Let us help you by laying out the land for you with our Inbound Marketing 101 eBook for Healthcare Organizations.
