7 Startup Tips for Small Healthcare Marketers
Small healthcare marketers, like single practitioners, have to get started somewhere. To that end, PulmonologyAdvisor has seven tips to get them started with their marketing.
While the site is concentrated on a specialty, the tips published on July 3 apply to many small healthcare marketers.
Develop Your Brand
What differentiates you from your competitors? How is that more valuable to your target audience? Decide on that, pick a logo, and keep your brand consistent in all of your marketing in all channels, writes Tom Greenhalgh.
Build Your Website Accordingly
Greenhalgh says this step will give small healthcare marketers an advantage over their competition immediately, because 45% of small businesses don’t even have a website.
The PulmonologyAdvisor article continues:
“A website is an invaluable tool for reaching new patients, enhancing the patient experience, establishing yourself as an authority in your field, and even reducing the amount of time your staff spends scheduling appointments and giving directions. Make sure your website works just as well on mobile devices as it does on desktops.”
Employ Social Media Marketing
Small healthcare marketers of course have to follow regulations, but that doesn’t mean social media marketing is off limits.
Greenhalgh writes that small healthcare marketers can get started with sharing links to their site blog posts, which may bring in patient leads.
Be a Content Marketer
Greenhalgh says blog posts help keep sites updated, which aids in organic search rankings. Providing health tips also keeps small healthcare marketers engaged with their patients, which aids in retention/loyalty.
Be Where Patients Are Searching
Small healthcare marketers benefit from word-of-mouth marketing, with friends and family sharing advice on the best providers. But those same people often write the reviews down on social sites, review sites and elsewhere online, where marketers can see them, too. Respond to the reviews politely and with useful information or solutions, whether they’re positive or negative.
Trying to get negative reviews removed, for example, is useless, as a recent court ruling in California reveals about Yelp reviews, says Dan Goldstein, owner of Page 1 Solutions.
Goldstein suggests marketers employ these measures:
"Start with good customer service. … Every consumer knows good service from bad service.
“Tell your happy clients that your … practice depends on referrals and ask them to share their experiences with others who may benefit. One good way to do this is by sharing their experience through an online review.
“Always provide feedback by replying publicly to every review, including both positive and negative reviews. Consumers appreciate businesses that acknowledge reviews, because it shows they are paying attention.
“Don't get angry when someone posts a negative review. Provide a short reasoned response that asks the reviewer to contact the owner directly so you can resolve their concerns. Other consumers will see this as a positive and in some cases, it may result in the negative review being removed.
“Don't offer an incentive to post a positive review."
List Your Healthcare Practice in Local Business Directories
By this, Greenhalgh means professional directories. But don’t forget to ensure the practice is listed correctly in Google, on Facebook and anywhere else online that patients will search in order to find the phone number, physical address and email address.
Sponsor Events, Provide Education and Otherwise Participate in Your Community
Providing wellness webinars helps small healthcare marketers gain leads. Sponsoring local events, such as sports leagues, can do the same. This can also aid in brand awareness.
What do you think, marketers?
Please respond in the comments section below.
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