Why Digital Marketing?
Why Digital Marketing?
"Patients are now more empowered when they choose a doctor. What gives them power is their ability to look you up and check out your online profile."
Kris Borgraeve, Medical Journalist and Digital Practice Co-Founder
What Do Patients Want?
Patient Search Behaviour Data is becoming a powerful reality for the next generation of private practices. The data allows you to know what patients look for on Google, before confirming a referral. That knowledge is power, because you can now build your digital marketing around the questions patients have. So if you are still exploring how to 'be number one on Google' for your speciality, it's time to adapt your strategy to the 2020s.
For decades, simplified models appeared to work, and doctors were easy to convince into shady contracts for Google Ads, online marketing of all sorts and scattered, hard-to-understand campaigns.
Google's Artificial Intelligence now sees through the poor 'SEO techniques' and really knows if your pages are helpful for your patients or not. In other words, your investment in IT-solutions to rank higher in Google, are a waste of budget. What is needed is simply good, relevant, useful, customised, reliable and compliant content for your patients, on a healthy website.
So how do I attract patients and grow my practice?
In really simple words: by having articles in place that patients want to read. In some more detail: you attract patients for a specific treatment, surgery type or treatment pathway, by putting in place elaborate pages that are well written, presented in a professional way and palatable for any type of patient. You also make sure that the pages show up nicely on phones, tablets and all types of screens. And you make sure that the overall technical health of your website tells Google that it is safe, to send patients your way (to your website, that is).
Digital marketing for Specialist Doctors is more and more about the content. It's about understanding the demographics of your catchment area. It's about helping you get clear about your business goals and then organising the content that helps you get there. We are proud to be Australia's only medical marketing agency that uses the extensive experience of senior journalists, to perform content research and to produce compliant and reliable medical content for pages, videos and social media.
What are the key elements of your Digital Medical Marketing Plan?
Your Profile Needs A Strategy.
A strong online profile for a Doctor needs more than a professional website.
We help you avoid the pitfalls of 'quick and dirty' web design. We work with you to build a powerful first impression when patients check you out after a referral.
"It's no coincidence that we built our agency on the principles of quality journalism: organising information in a palatable format, so an audience can understand complex content."
Els Van de Veire, Medical Journalist and Digital Practice Co-Founder
The Digital Practice Way: It's about your practice as a business.
Poor Visibility. Lack of Content. Lack of Strategy. They are the three pitfalls of a poor online presence, as a Specialist Doctor or a Surgeon. This is how it often goes: the website was built by a web designer and not by a content expert. No questions were asked about priority treatments or surgeries, the relative importance of patient leads for various services that you offer, or the 3-5 year business goals for your private practice. No research was done on what patients Google for in this area. No pages were written to show up in these patients' Google searches. The website doesn't show up. The practice misses out on patients.
This is why - as a Doctor - you need a strategy for your Digital Marketing. At Digital Practice, we believe that the first step is to be well informed. We will be happy to set up a free consult and discuss where you are at. Even if you don't have a website, your online profile might consist of a review, a section on a hospital website, or a profile on a group website. And if you have a website that doesn't do justice to your professional reputation, it's about time we had a coffee, a Skype call, or a Skype call AND a coffee together.
Owning your online presence means you acknowledge that, as a Specialist Doctor in a community, you are a public figure. People hear about you. They check you out. They want more information. We help you control that information so it works for you and helps you realise your business goals.