All digital marketing strategies will feed two different branches; Google and Social Media. Our aim should be to occupy as much space on Google as we can about treatments and to produce content on social media that is relatively creative, predominantly patient-focused, and beneficial.
Website, but What Kind of Website?
A good website is a must. The issue we understand the most in the Covid-19 period is that our communication methods with patients must keep up with the times, and an up-to-date website will help close this gap. So is it a website of a healthcare digital marketing agency?
I have outlined the questions we must ask to differentiate a health website from a regular website;
- Are all our treatments available on the website with different aspects, explanatory images, and videos? (PGT in IVF, Hairline Design in Hair Transplantation)
- Have we included the testimonials of our successful patients?
- Do you have the site’s address, open hours, and social media links?
- CVs of our healthcare professionals and perhaps 1–2 sentences about why they love their motivational profession.
- Are there action buttons and forms for appointments and information? (I touched on the importance of this with an experiment we did in the following items)
- Are user actions monitored and analyzed?
- Do we have photos of the team, the clinic, or the procedure?
Ranking on Local Listings and Commenting Platforms of digital marketing
A potential patient who discovers your name will search the Internet for more information about you. However, the reality is that your clinic could appear on more than 30 websites, so you must prioritize, optimize, and maintain healthcare marketing agency sites such as Google My Workplace, Doctor calendar, and Doctor site.
Google workplace; It is a Google product containing the name, address, clinic photo, photos of your team, working hours, and comments about you. A patient calling your clinic will first see your Workplace account on Google.
We can think of the “Google My Business” page as a small website, these accounts; allows you to share your treatments, address, hours, and patient comments in an area that everyone can see.
The following situations on the Internet may prevent the patient from choosing you;
- A website not available or up to date
- Not being able to view your name on numerous comment platforms.
- Incomplete clinic address, opening hours, phone number, or website
Video is now the new TV!
Our target audience, the medical marketing agency, now has a new habit different from the old one => Researching, researching a lot.
Almost everyone writes flamboyant sentences on websites and social media content, so how can you highlight your difference here? How can we build trust without gestures and expressions in a profession faith on trust?
Using professional videos, describe your treatments and frequently asked questions about treatments. (Professional Video in Health: These are high-definition videos shot from angles that will make the narration effective, where the person does not say “Oh,” There are animations explaining the treatment, and there are no defects such as brief eye movements.)
In addition, we experimented with the A/B configuration to determine the significance of video and call-to-action buttons.
Repercussions of Video and Action Buttons Breakdowns of Experiments (A/B Test builds)
Our goal: To measure the difference in performance between a static image with the same content and a video while promoting.
- Static Visual Promotion
- Video Promotion
Breakdown of the page the user came from after the promotion
Our purpose: To measure which factors outweigh their importance in the interaction of the user who reaches the website with us.
- Page with action buttons only (No Video)
- Video only (no action button)
- Video + Action button available page
It had to be done in a larger experimental group to see the result as the exact number, but this experiment tells us a lot about the video’s importance.
It’s Said Everywhere, But Blog
Blogging is one of the best internet investments for the future, with cumulative results. With blog posts, you can increase awareness of your clinic and you and make Google love you more. In addition, blogging regularly will help you strengthen your position on Google and drive traffic to your site in the long run.
Attention!! In particular, comments on blog posts will make you stand out about your treatments.
In addition, comments on your blog posts;
- It shows what readers are wondering about your content
- Replying to comments will strengthen your relationships with readers. It will position you as a health professional who is open to communication.
Google Search Advertising Promotion Opportunity
I mentioned that closing space on Google is our most important goal. Google search advertising is another powerful method that serves this purpose. If you have not done digital marketing in healthcare and SEO work before, it would be a dream to think that someone who has not heard of you before but needs your services can reach you.
Our strongest trump card in this situation is Google Search Advertising.
Moreover, you only pay when your ad is clicked, and your website is visited. Therefore, if you trust your content, it is free to try.
It would help if you used this channel with an effectively prepared page.
A/B Configuration and Reporting for digital marketing
Instinctive changes that are not data-based cause a waste of time, effort, and money.
Today, the biggest advantage of digital marketing over existing old methods is that every action can be followed and analyzed with data based on follow-up.
Digital marketing investments will make sense for you when you follow and make sense of all the data in your website, promotional activities, and social media content with the right metrics and take the right actions at the right time.
Thanks to all the healthcare professionals who “keep people alive,” not only in these difficult times but always fighting for us on the front lines!