5 Online Reputation Management Tips for Medical Businesses

When you started your online reputation management for medical business, things went smoothly at first. However, with the passage of time, you couldn’t help but notice that your overall medical business “rep” had started to incline. You may have also listed yourself for a Google My Business account and you see your medical competitors climbing on top of your medical services. To make matters worse, there are negative patient reviews starting to pile up on your social media business accounts. Does this mean that your medical services aren’t simply up to par? No.

Online reputation is a tricky thing and can drag good online business down with it if they simply don’t keep up with it. As an online medical business, you get most of your patient leads from the internet and if your brand image is tarnished or unpopular on it, it won’t matter if our medical services are phenomenal. Online reputation management for medical businesses is the most crucial aspect for their survival, and if they fail at that, not even SEO can save the day.

As a doctor, it is quite easy to get confused about where to start with saving your online medical reputation since there is an abundance of misconceptions around the best way to approach it. To some, it is about improving PR, to others, it is about better social media marketing. What matters is finding a holistic approach to improving your online medical reputation so that your existing and potential patients can approach your medical business free of any bad reviews or ratings without any danger of turning away from your services.

What Is Online Medical Reputation Management?

As a doctor, you want your medical business to connect with patients, build permanent business-to-consumer relationships with them, and provide them the best of your best. That can become impossible if bad ratings or reviews are weighing them down. Online reputation management, or ORM, deals with building patient relationships by developing a positive business image, being proactive when things turn negative, and repairing the damage done to your online presence.

ORM’s Importance For A Medical Business

Your medical business’s first impressions go a long way in determining the success of your patient conversion and maintenance strategies. Your online reputation determines if a potential patient will convert to your medical service or if an existing patient will continue to be your patient. A marketing study indicated that 91% of patients trust online reviews as much as they believe in personal referrals. Further, 86% of patients read reviews when it comes to local medical services in their area.

Another statistical study also shows that medical businesses risk losing as many as 22% of patients if they find one negative review while considering converting to their medical services. Even if your medical business is performing optimally, you need to keep your online reputation management strategy brushed up at all costs to continue gaining patient leads.

5 Handy Online Reputation Management Tips for Medical Businesses

Online marketing is a multi-faceted platform, so to make sure that your medical business stays performing optimally try opting for a couple of handy strategies. Here are five proven online reputation management tips you can follow to rebuild your online medical presence.

A Pre-Step

To begin, you must conduct an in-depth analysis of your online presence instead of simply acting on your suspicions. Log onto all your social media business accounts, GMB accounts, etc, and check up on your reviews/rating page. Conducting a SERP campaign can also help you understand the position of your online medical presence. If the negative reviews are crossing the positive ones by even 5%, it’s time to roll up your sleeves.

1.    Go Proactive

Nothing is worse than letting your bad reviews pile up. This means that you simply haven’t been actively engaging with your patients. Try to address every of your patients’ queries, remarks, and complaints.

Try to satisfy every patient in your reviews section and direct them to email correspondence if they are proving to be a bit more difficult to address their issue in depth. Patient satisfaction is key when it comes to maintaining your online medical presence.

2.    Opt for Digital Tools

AI-controlled digital tools are a great substitute for conducting manual reputation diligence. Tools like Google Alerts and Hootsuite are great picks when it comes to ORM. These tools can help you monitor your online medical presence on all your social media or listings accounts and send you auto-generated alerts whenever your negative reviews and ratings start to pile up.

It should be noted that while AI solves most of our problems, it may slip up when it comes to online medical reputation management. This is because ORM is mainly consumer relationship management and requires personalization.

3.    Keep Your Responses Public

While it may be tempting to delete or respond privately to bad patient reviews and ratings, you must remember what you are doing all of this for. To keep up a strong online image. 51% of online businesses revert to their positive online reputation because they keep their correspondence with their customers/clients public.

That way other potential customers/clients can see that the business is focused on consumer satisfaction and that adds up their online presence. Be sure to respond to every negative review patiently and try to help them out as much as you can.

4.    Advocate Your Medical Services

While it is important to address unsatisfied patients and their complaints, it is also necessary to promote positive reviews on your medical site and social channels. Putting up positive reviews and mini testimonials helps you revert the damage done to your online presence and helps you develop it further. Ask your patients to leave a review after they have used your medical services. This is also a great way to advocate for your medical business to promote your reputational growth.

5.    Choosing A Medical Marketing Agency

ORM is a tricky part of medical marketing. So it is understandable if you, as a doctor, can’t control all aspects of it to control your online medical presence. This is where you will bode well with picking a medical marketing agency to do online reputation management for your medical business. Since they will have premium monitoring tools, strong PR strategies, and frequently conducted check-ups, your online reputation will be in good hands.

Hopping On The Online Reputation Management Train For Doctors

A positive online medical reputation for your medical business can set it apart from all of your medical competitors, convert new patients, and build a strong and faithful patient base. This is why you must never neglect your reputation management services for doctors, even if everything seems to be going well. Adopting a proactive approach can help you control your online narrative and build a medical presence that can tower over others.

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Funneling Your Medical Competitors’ Patient Traffic Without Search Ads

Running a medical business is a cut-throat business. As a doctor and a business owner, you have to grasp at every available opportunity to acquire medical competitors’ patient leads and convert them into your own. That’s just how your medical business stays afloat. But there can be instances when you may run-up to a wall with no leads coming from anywhere. You look next to other medical businesses and they seem to be running just fine. This can be quite frustrating when you have tried everything and nothing seems to be working. Here is when you can make use of this circumstance and turn it into an opportunity for your medical business.

In medical marketing, using medical keywords to funnel other competitor medical businesses is one of the most effective ways to turn that influx of patient traffic towards you via Google Ads. But that can get pretty pricey and not to mention, quite tough to accomplish. But all is not lost here. The world of medical marketing is full of secret nooks that may offer you a flow of patients from the impossible. Lucky for you, there are some hacks that you can use to attract your competitor’s patient traffic towards you.

3 Funneling Practices to Target Your Medical Competitors’ Patient Traffic

The word “funneling” in medical marketing is used for practices that focus on changing the direction of patient traffic from one place to another. In this case, you are striving to target your medical competitors’ patient traffic towards your medical business. The most obvious way to achieve that would be targeting your rival’s Google Ads. But as mentioned before, bidding on their medical keywords is an expensive deal and can end up costing you more than profiting you. This is where you benefit from the nature of medical marketing.

Medical marketing, or marketing in general, is designed to acquire traffic from different web platforms, so it’s not just one door that will offer you patients. While Google Ads or Search Ads may have the deepest traffic intent, there are other targeting practices that you can use for your medical marketing campaigns. Here are the three practices that you can follow to reach your competitor’s patient traffic without emptying your marketing budget. 

  • YouTube ads on your medical competitor’s videos.
  • Custom patient audiences via your medical competitor’s URLs.
  • By building custom patient audiences by using your medical competitors keywords without bidding. 

1. Putting YouTube Ads On Your Medical Rivals’ Videos

YouTube has developed marketing in the past decade to a certain degree. Now, if a patient sees a medical business promoting on Youtube, they think of it as credible and opt for it. This practice uses the principle of placement targeting, which is a branching of marketing that focuses on specific advertisements and uses it to put your medical business in front of your rival’s patient audience. This depends on having ads that have high convertibility power (simple CTAs, mini patient testimonials, and details about your medical services) and placing them in the right time and place.

To place your medical ads, you have to:

  • Make sure to already have some medical ads on the go that you usually go for.
  • Next, open your medical business’s YouTube ad placement options. The pop-up will show a search bar for placement targeting.
  • Type in your rival’s account name and select it.
  • You can now target some of their well-performing medical videos or their entire channel.

Your medical ads will now appear in front of your competitor’s videos, thus putting you in front of their thousands of viewers. This practice has a lead generation success of about 47%. Just make sure that your medical ads appear where they should and make a habit to monitor their success rate. You can use this practice for multiple for your rivals as well.

2. Building Patient Audiences Via Your Medical Competitors URLs

Did you know that you can target certain patient audiences via successful domains? Well, you can. Aside from a search term or medical keywords, you can use URLs too. Local SEO for medical practices uses all of your rivals’ medical site’s URLs and creates a pool of custom patient audiences for you to acquire as your own. This works by placing your medical ads on patients who visit the URLs of your rival sites. To create a custom patient audience, you have to:

  • Open your Google Ads account and go to the audience option.
  • Select the “Include people with the following interests or behaviors” tab.
  • Under that tab, you will see the option for “Expanding your audience by also including”.
  • Click on the pop-up that says “People who browse types of websites”.
  • Now you will be given the option to add in the URLs of your rival medical sites and best-performing pages.
  • Now your medical ads will be placed in front of patients who usually visit these sites and pages.

It is important to take note that this practice increases the visibility of your medical ads by using the patient audience pool that visits the URLs you used. Instead of remarketing, it tells Google to position your medical business towards patients that usually visit other medical sites.

3. Using Your Competitor’s Medical Keywords to Create Your Patient Audiences

Quite similar to the previous one, this practice involves making use of your rival’s keywords to target their respective patient audience instead of actually bidding on them. Google Ads has now created a  custom audience feature that helps you to reach patient audiences via URLs and already purchased keywords while also running competitive ads. To create a customer patient audience off of your rival’s medical keywords, you have to:

  • Open the Tools & Settings, select Shared Library, and then Audience Manager to create your custom patient audience.
  • Click on the pop-up to target “People who searched for any of these terms on Google.“
  • Make sure the option says “on Google” as it is a feature designed by Google to focus your medical ads on keywords and search terms being looked up on Google or Youtube.
  • Now make a list of your medical rival’s terms and keywords and add them into the Custom Audience bubble. If your rival is “CTD Medical Clinic”, you can add terms: CTD clinic near me, CTD flu services, CTD vaccine, CTD doctor, etc.
  • Activate the campaign and your medical ads will show up to patients who look up those terms and keywords.

After activating this audience pool, test it out for your Video and Discovery campaigns as well to gain the full potential.

Practices for Turning Over Patient Directions

These low-cost options work better than actually bidding on your rival’s medical keywords and losing a bunch of marketing funds. Medical marketing strategies are actually presented by Google itself to increase the visibility of your medical business by leveraging your rivals’ sources (keywords, URLs, videos) in front of patients who may be interested in them or want to switch over to another medical business.

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How Can You Reach Potential Patients Via YouTube?

While Google remains to be the most used search engine platform, there are others that are always competing to fight for the second-best position for the next best search engine platform, among them and often counted as the second most used platform, is YouTube. Regardless of its consistently developing online presence catering to more than 30 million users a day, there are still some doctors and online medical businesses on the road to the realization of why and how they should incorporate patients on YouTube as a part of their medical marketing strategy.

YouTube’s user structure remains enormous, with more than 6 billion hours worth of visual content being produced monthly and over a billion views on some of the most popular videos on it. As mentioned before, some medical businesses are still churning overusing Youtube to reach their patients but the ones that do use it for marketing their medical services observe that Youtube has expanded their patient traffic up to a 119%.

As we progress with the digitization of online marketing, we have come to realize that any social media platform can be used to turn into a magnet for attracting leads, and Youtube is a platform that a lot of expert marketers emphasize on using for the purpose of marketing. Almost 64% of online businesses opt to market on Youtube and among them, 71% of online medical businesses use Youtube to connect to their patients and tell their business’s story.

Is YouTube An Amiable Option For Healthcare Marketing?

Yes, a hundred percent. Visual content is on the rise when it comes to marketing nowadays. Individuals seek out online content that doesn’t require them to sit and read to the bottom of the page, as a solution, marketers and online businesses have started to put more focus on creating visual or audio content. This is where Youtube comes in to cater to the demographic of your patients that seek out medical visual content.

Visual content, by its very nature, engages patients and prod them towards a call to action. YouTube videos are easy to search for by keywords, both on YouTube itself and through Google, which makes your medical content there approachable to your patients. Youtube caters to 122 million users in the U.S, and among them are hundreds of your potential patients. There are two different ways to use YouTube to reach out to potential patients; one, by building a YouTube channel for your medical business, and two, advertising through visual medical content and your channel.

Medical marketing on YouTube follows a strategy like this:

  • Creating a medical visual content strategy.
  • Sketching out a posting schedule.
  • Blending the medical content between marketing and information.
  • Optimizing your medical business’s YouTube channel.
  • Interacting with patients on your videos.

How To Reach Potential Patients on YouTube Marketing?

Since advanced marketing on YouTube has been around for almost 20 years now, reaching out to your potential patients is quite simple. Think of your Youtube channel as another blog space, just the content type differs. Here are 5 ways how you can reach your potential patients on YouTube:

Coming Up With A Video Marketing Strategy

Quite similar to how to come up with a marketing or promoting plan for anything, a video marketing strategy on YouTube needs to have defined motives.

  • What do you want your medical videos to achieve?
  • What will the nature of the content posted be?
  • Who will it focus on?

For a healthcare business, your medical videos should attract potential patients on YouTube, build your business’s image, and market your services. The nature of your videos should follow a 1:1 ratio of marketing and information. They should provide relevant medical information to patients while marketing your business. The tone of the videos must be permeable, meaning it should target not just your elder patients, but the young ones too.

Using Medical Keywords

If you are looking for a place to utilize your medical keywords that have proven quite successful, YouTube videos are the perfect place to use them. Keywords are essential in YouTube marketing and reaching out to your patients. Make sure you have medical visual content created in the light of your medical keywords which patients look for.

For instance, a patient searches, “how to fight the flu season?”. You can create medical videos on your channel catering to that keyword, accordingly. Your YouTube videos will work well when you include these medical keywords in the title of your videos, tags, and the description box.

Incorporating Call-To-Actions

The general purpose of your YouTube videos is to draw in potential patients and then guide them to your medical services. Putting up a CTA in your medical videos is the most successful strategy to follow, in order to gain patients on YouTube. Lead them to the links to your medical site, tell them to like your videos, and subscribe to your business’s channel. CTAs offer the finishing touch to every content you put out on any forum, and when it comes to YouTube videos, they are exceptionally beneficial.

Optimizing Your Channel

Your YouTube channel is like your medical site’s blog, it needs optimization. Including the right medical keywords and tags in your medical video will rank you higher whenever a patient searches for something you cater to. Add links to your other social platforms and your medical site, while making sure your visual content includes them as well. It is similar to how to optimize your medical blogs, just more simple.

Telling Your Story

Videos that tell patient stories are a highly popular and fruitful content type in medical marketing for doctors. They are extremely similar to how you put up textual patient testimonials on your medical blog. Patients look for a personal connection with other patients sharing their symptoms or medical issues. Creating such visual patient testimonials can bring a huge crowd of potential patients to your channel and later on, to your medical site.

Medical Marketing On YouTube Made Easy

Marketing on YouTube is quite easy once you see it as a blog space for your visual content. For marketing your medical services, handpicking your medical videos and optimizing your channel can aid in attracting the patients already in that space. Patients look for the very best when it comes to medical content, and now with the option of visual content made available, all medical businesses are expected to put it out as well in order to connect with the professional credibility they strive to achieve.

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How Can You Use Social Media to Enhance Your Medical SEO?

As a doctor who has been striving to market their medical business or services, you may have come to the realization that marketing can be visualized as a process of mix and match. So it comes to nobody’s surprise that medical SEO is very integrally connected with your social media marketing (SMM) strategies.

SEO and SMM are two crucial pillars of any medical marketing structure. While SEO is an umbrella term for all strategies that are used to increase your medical site’s visibility in order to acquire online patient leads organically, SMM focuses more on building your medical business’s image on your social platforms and guiding potential patients on them to your medical site.

Expert marketers have now found ways which are accumulated in a term called “Social SEO” in which you can use social media to enhance your medical SEO. Using your SMM in a certain way can benefit you in terms of more backlinks, improved patient engagement, higher SERP ranking and more.  Furthermore, using SMM and SEO provides a better understanding on both channels and assists you with performing better on both marketing channels.

What is Social SEO?

Social SEO is a term born from the result that is achieved with the combination of the channels “SEO” and “Social Media Marketing”, which alludes to using social media marketing strategies in a way that benefits a site’s SEO.

While SMM does not directly improve your medical SEO, however, the interaction and engagement (sharing and posting your medical content, liking and commenting on it, giving reviews, etc) done by both your patients on you on your social platforms adds up internally impacting your medical site’s SEO.

A study done at Google’s ranking algorithm in 2016 found that online businesses with high SMM results had SERP high rankings as well, which was later concluded that SMM does have an integral impact on a site’s SEO, just not directly. Still, the impact rate is enough to make Social SEO a part of your medical marketing strategy.

How Does SMM Strategies Enhance Your Site’s Medical SEO?

Since SMM strategies are relatively new and they are still in the process of discovering how much exactly do they enhance a site’s SEO, however the proved ones follow as:

Improves Medical Site’s Backlinks

Backlinks are the spine of medical SEO and the most certain way that SMM enhances medical SEO is by providing quality backlinks. You can build more certified links by sharing your own high-quality medical content which gives you a position of authority in Google’s eyes. When you share your medical content on your social platforms, you’re placing it before a crowd of patients who will share and post it to their own acquaintances’ groups, creating a pool of links.

Acquires Patient Traffic While Medical SEO Activates

Blending SEO and SMM is known to drive more site traffic, particularly if a site has just been activated. While implementing medical SEO strategies can benefit you with organic patient leads and increased exposure, it also takes some time to start generating results.

This way you don’t have to wait for patients to start becoming aware of your medical business, after your medical site is up and running and your medical SEO is activated you can start generating patients from both channels, simultaneously. Google will see if your medical site is being used or visited and therefore it would start considering it for rankings

Quick Medical Content Indexing

Content is a big part of SEO. Using social platforms to post medical content can start getting clicks on it rapidly. This way you are indexing your medical content. As patients click and share the medical content, Google gets an initiative that that page should be indexed and ranked as well, increasing your medical SEO stability.

Improved Medical SEO Ranking

Your medical SEO is also supported by the patient visiting time on your medical site. Visits from your social platforms can impact the normal time patients spend on your medical site’s pages and your bounce rate. If your medical content is excerpted from your medical site’s content or is linked to it, every click and visit will increase your SEO stability.

Your medical business’s social platforms pages add another space for your intended patient group to look you up, permitting you to develop your patient crowd and your business image. Furthermore, the business development on your social platform means more organic patient traffic will be guided to your medical site, resulting in enhancing your overall medical SEO.

How Can Social Media Enhance Your Medical SEO?

Now that SMM has been well-established in terms of enhancing a site’s SEO, here are some ways you can use them for your medical SEO as well:

Post And Profile Optimization

Your social platforms are your search tools, keeping this in mind, create your medical posts and profile in a way that collaborates both SEO-driven traffic and social media-driven patient traffic. Optimize them in order to show up on SERPs if a patient looks them up.

Linking Back and Forth

No matter the type of medical content you post, make sure to always link back to your medical site. The same should be done with your medical site’s content. Back and forth linking creates a pool for patients to follow to both channels, which increases their visibility and in the end, your medical SEO.

Hashtagging The Right Way  

Hashtags are how patients look up the medical content they have searched on social platforms similar to how keywords work for your site’s content. Using hashtags the right way enables patients to look up your medical pages more easily, increasing their visibility. You can use the tool Hashtags.org for this.

Creating Short Optimized Posts

If you are planning on posting on your medical site, make sure to create optimized short posts on your social platforms that promote it there. That way, when you post, patients will know that you did and can track it down on your medical site easily, increasing its views, exposure, and sharing.

Is Your Medical SEO Entwined With Your Medical SMM?

While SMM can’t directly impact SEO, it can affect factors that influence its rankings. Using SMM is a smart way to amp your medical SEO services if it needs a little revamping. Medical businesses can benefit from “Social SEO” since a lot of their patients are derived from their social platforms.

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Google Ads: How to Use It for an Online Medical Business?

In-organic marketing is popular due to a valid reason. That reason being the rate of instant leads, increased site traffic, brand promotion, and business development. A part of in-organic marketing branches out towards paid ads, or running paid ads via Google Ads. Google has now become the number one platform for running PPC ads.

Previously known as Google AdWords, Google Ads is the world’s biggest and most broadly used advertising channel that can flourish your medical business by connecting it to a crowd of thousands of patient leads. Google itself is used 3.5 billion times a day by its users, each search from the 3.5 billion holds a potential patient lead for your medical services.

This is where you insert Google Ads in your marketing/advertising funnel. Google Ads permit you to advertise and promote your medical services and business when your potential patients look up medical keywords related to you. If you manage to execute it perfectly, they can earn back your ROI with high lead generation rates. 

How Do Google Ads Work for A Medical Business?

Google Ads function as paid-per-click ads, centering around keywords and their bidding. To use it, you must identify and pick out the medical keywords that are applicable for your medical business and if your potential patients are likely to search them or click on them. Then you must bid on them, keeping in mind the price they are going to cost once a potential patient clicks on your medical ad.

For every medical keyword that you have bid on that gets searched, your medical ads get to be displayed. Doing this gains exposure to your medical business and services and patients seek out your site since they see your ads on Google, which adds credibility to them and is relevant to what they look for.

How to Run A Medical Ad Campaign On Google Ads?

Running an ad campaign on Google Ads has become quite accessible and easy since it has become an advertising tool almost every online business uses to promote its products or services. Here is how you can create a medical ad campaign on it:

Pre-Step

To start an ad campaign, you must create a Google Ads account first. To do so, sign in to your Google account and click on New Google Ads Account in the options. The next prompt will ask you to verify your medical business’s credentials and choose your location, time zone, and currency and click on submit. Once that is done and you are sent on a congrats prompt, click on Explore Your Campaign button.

Step One: Set Your Campaign Goals

After you have logged in to your Google Ads account, click on the Start Now button on the landing page or the New Campaign button if you are guided to a dashboard. You will be required to select your campaign goals. By picking this option, you will tell Google the kind of patient crowd you want it to focus your medical ads on and what will your campaign budget be accordingly to that.

Your campaign goals options will be:

  • Search
  • Display
  • Shopping
  • Video
  • Smart
  • Discovery

Choosing the Search campaign for a startup medical campaign will work if you are using Google Ads for the first time. From here, your medical ad campaign will start to shape itself according to the Search campaign. 

Step Two: Pick Your Medical Campaign’s Budget and Target

After selecting the Search campaign, you will be asked to select its network and how you want your medical ads to show up. You will also be required to select your ad’s location, targeted patient crowd by demographics, languages, etc. The clearer and specific about where and who you’re focusing on, the more leads you will generate.

Google itself recommends online businesses that use Google Ads to pick a more targeted and focused ad area. That way, the campaign becomes more powerful and targets as many people in the selected area as possible, rather than barely showing up to any in a large location. For instance, if your medical facility or clinic is situated in Dallas, Texas, you will hardly select Austin as well. In the next option prompt, you will be asked to select your medical campaign’s budget and bids, make sure to select each carefully. After selecting each, click on Save and Continue.

Step Three: Select The Ad Group

Your ad group is a collection of ads that have similar themes or purposes. For instance, if you have a medical ad about “Flu Vaccines” and another one about “Fall Vaccines”, your target will be “Vaccines”. You can look up your medical keywords or enter in your site URL and Google will generate them for you. Once you add the medical keywords for your ad group, click on Save and Continue.

Step Four: Create Your Medical Ads

Google makes creating your ads easier for you by pre-suggesting already created ads based on your options prior. Google gives you five options in terms of ad creation:

Google ad types:

  • Search Ads
  • Display Ads
  • Shopping Ads
  • Video Ads
  • App Ads

You will have to create the descriptions and headlines for your ads, as well. Google also shows a preview of how your ad will look once displayed, making it easy to edit and amend the ad along the way. Once the medical ad is created, click Done and Create Next Ad if you have the mind to create multiple or add others to your ad group.

Step Five: Overview and Publish

This is the part where you should review your medical ad campaign with a hawk’s eye. See if the campaign reflects what goals you had in your mind and click on Publish if everything is perfect. Your Google Ads’ medical campaign is now live and running.

Google Ads Is Playing a Big Part in Medical Marketing

Google Ads has become the most versatile, varied, and virtuous channel to run google ads for doctors. It doesn’t restrict a medical business in any way, allowing its ad campaign to be fruitful and compatible with its marketing goals. Google Ads has now become the ad channel most doctors opt for running their medical ad campaigns.

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Choosing A Good SEO Marketing Agency for Medical Marketing: Ultimate Guide

As a doctor who owns an online medical business nowadays, the importance of SEO is not lost on you. You are aware that employing SEO strategies get your medical services clicked on by patients far and wide across the internet. SEO marketing agency doesn’t just refer to “getting patients to pick your medical business” now, it means to build your medical business’s image, getting credibility online, and building a space of patients and potential patients that are keenly engaged with your every move.

Getting your medical SEO to work for you requires specific subject-market knowledge, some medical marketing elbow grease, and an ever-adapting mindset. As a doctor, you can’t expect yourself to do all that. This is where hiring medical SEO services for doctors comes in. Medical marketing itself is a very specific niche of a field, which requires that touch of an expert to achieve golden medical SEO.

A good SEO marketing agency for doctors understands this specific field of medical marketing, knows the nooks and crannies to attain the perfect crowd of patients, and gets a medical business to climb on top of search engine result pages (SERPS). In this regard, letting the experts take the wheel can be what turns simply “potential patients” to “your patients”.

What “Services” Does A Good SEO Marketing Agency Offer?

There are thousands of agencies and companies that offer SEO services, but only a few can provide the ones that really make a difference. Here are some services that every “good” SEO marketing agency offers:

Keyword Research and Strategy Plans

Anyone can do keyword research, so why is it the number one thing on every SEO marketing agency? Because keyword research is in fact easy, but doing medical keyword research that fits like a perfect puzzle piece with your medical business’s image, medical content, services, and the niche of patients that are likely to look you up is an expert’s work.

Keyword research and strategy plans are the meat and potatoes of every SEO marketing service. A good SEO marketing agency does the advanced medical keyword research for you and then formulate the perfect steady plan to follow to accomplish your business goals.

Technical Medical SEO

Technical SEO gives away its value just by its name. Medical businesses turn to SEO marketing services specifically to get their technical SEO down perfectly. Employing technical SEO is what makes Google realize that you have a medical site of high worth.

This leads to your medical site gaining high index rates, and higher rankings, resulting in an increased flux of patient traffic. Technical SEO uses structured data markup, secure sockets layer (SSL), site speed, portal optimization, etc to amp up a site, which is tricks only a “good” SEO marketing agency knows to execute properly.

On and Off-Page SEO

While technical SEO deals with building up your optimization in a back-end aspect, on and off-page SEO strategies deal with increasing the visibility of your medical business. A good SEO marketing agency has these on and off-page strategies checked off right away.

Off-page SEO services:

  • Content marketing
  • Social bookmarking
  • Backlinking
  • Google My Business optimization

On-page SEO services:

  • Title tags, and meta descriptions optimization
  • Website information, and internal linking structure optimization
  • Sitemap development
  • Image optimization
  • Website’s speed, user structure, and design optimization.

SEO Audits and Reports

While an SEO marketing agency provides SEO services, they also offer their customer, you, in this case, a monthly audit and reporting plan. With an SEO audit, the SEO marketing agency will check and track the success and failure rates of all your medical SEO strategies in place and will evaluate your medical website from an expert’s perspective, telling you what is lacking and what needs work.

Competitor Analysis

Your other goal, aside from gaining patients, is to stay ahead of your game from all of your competitors, but as a doctor, you hardly have the time and opportunity to sit and conduct a competitor analysis, and even if you, the analysis may just hit surface level.

You need a thorough competitor analysis to discover your online and offline medical competitors. An SEO marketing agency offers a competitor analysis for you to discover new ways to develop your overall medical SEO strategy and improve where your competitor lacks.

What Should You Know About Your Medical Business When Picking SEO Services?

Now that you have an idea of what services you can expect from a reputable SEO marketing agency, doing your homework before choosing SEO services will greatly benefit you.

Sort Out Your Medical SEO Goals

An SEO marketing agency offers tens of different kinds of services and strategies, but to select the right one for your medical business, you should know what you want your medical SEO to be. Many SEO services offer demo consultation services to help medical businesses out in this regard. If you want better online visibility, or better patient traffic, or better site optimization, they can offer you an SEO plan, tailored to fit your SEO needs.

Select The best SEO Marketing Agency That Fits Your Needs

Once you get a clear perspective of your medical SEO goals, it is then time to select the respective SEO service with strategies that will help you achieve those goals. As mentioned above, every good SEO marketing agency offers a comprehensive SEO service plan that is created for custom use. If you end up selecting a basic SEO service, your plan will look something like this:

  • Indexing
  • Keyword rankings
  • Backlinks
  • On and off-page optimization
  • Bounce rate and page loading time optimization
  • Click-through-rate (CTR) optimization

 Be Clear About The Budget

SEO marketing is expensive, especially when it is for medical businesses and services since it requires the SEO to be molded in a way that targets their field of interest. Before finalizing anything, remember to check if your budget meets the SEO service you are selecting. A basic SEO package for doctors can range from $150-$200/month. For instance, If you want your dental clinic in Irving, TX to show up as the top search result for “Best Dental Clinic Near Irving, TX”, a budget should be considered for that, regardingly.

Medical Marketing Made Easy By Choosing Good SEO Services

SEO can make or break a medical business, so to focus more on making rather than breaking yours, seeking out the touch of professional help is a smart idea. With their expert healthcare industry insight and a grip on the strong and latest medical marketing wheels, choosing a medical SEO agency is the first step towards your medical business’s success.

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Google Algorithm and How to Keep Up Your Medical Business with It?

Every reputable online business recognizes the importance of SEO. It is an ever-evolving set of strategies that continually works to expand a site’s online presence through various advanced promoting tactics. As an online medical business, the major part of SEO is dedicated to raising your medical site’s ranking or positioning on search engine result pages (SERP), which brings visibility and then, patients to your medical services. The more visible your medical business is on search engines especially, Google Algorithm, the more patient visits you will get in the end.

But, once you base your revenue and business profit off your SERP positioning, you are now under the influence of Google’ algorithms. To make your medical SEO count, you need to stafy Google and the prerequisites in its ever-updating algorithms. No patient will ever be likely to click page 2 or 3 if they are searching for a reputable medical business and if you have failed to keep up with Google’s algorithms, that is where your medical business will end up ranking. To avoid this from ever happening, learning about Google algorithms, tracking them and updating your medical site accordingly are smart moves.

What Is Google Algorithm and Why Is It Important?

Basically, Google’s SEO algorithm directs how far up your medical business shows up on Google’s SERP. The algorithms work through various estimations that fundamentally direct sites through ranks. With Google, SEO algorithms are composed of certain codes that are then used to filter the internet and rank sites as indicated by how well they follow said code.

It then chooses which sites will show up for separate searches or keywords made by online users.As a doctor owning an online medical business, you need to follow Google’s algorithms to make sure your medical site always pops up in the top ranks, whenever a patient looks you up. Al ot of online business owners consider these algorithms a nuisance and a “punishment” set by Google to not let their sites stay on top of SERPs.

This is, however, is untrue, since these algorithms are designed to keep online sites and businesses performing at their optimal and provide the best experience for online traffic, which in the end, is Google’s main goal. If you slack in keeping up with these algorithm, your medical business and site can be affected in terms of:

  • Your medical business’s visibility and ranking.
  • Your organic patient search traffic.
  • Your patient conversions.
  • Your overall return on investment (ROI).
  • Your online revenue.

How to Track Google Algorithm Updates?

The first step to keeping up your medical business with Google’s algorithms is to keep track of them. Google doesn’t upload a monthly newsletter for its every update, however, you can track them by the following measures.

Monitor Your Medical Ranking

You can search for your most relevant and important medical keywords to see if they rank any different. You can use your browser in its private mode as Google values personalization to search for your medical keywords. Google will make use of cookies to show you the most customized results related to your searches. If there is a difference in the rankings, there has been an update.

Using Tracking Tools

AI is always better to rely on when you are testing it against another AI. Algorithm update tracking tools have mixed stances. On one hand, Google doesn’t like them since they can pick up minor updates, which can cause you to update your medical site accordingly when there was no need at all.

On the other hand, they are extremely helpful in keeping an eye out for major updates, if you double-check each before acting on them. Some of these tools such as MozCast, Panguin Tool, SEMrush Sensor, and Accuranker Google Grump Positioning track your medical SEO and alert you if there has been an algorithm update.

Set Customized Google Alerts

You can set custom Google Alerts to track any algorithm updates. Simply click on www.google.com/alerts/ and customize when you want to be alerted. You can customize your algorithm alerts based on:

  • Keyword
  • Topic
  • Frequency
  • Quality

Whenever any medical SEO experts or sites publish anything about a new algorithm update, which they do after fact-checking it a hundred times, you will be notified via email.

How To Keep Up Your Medical Business With Google Algorithm Changes?

Once you master tracking algorithm updates, it is now time to update your medical business and site, accordingly. You can get away without making any major changes by following some hacks, which are:

Monitoring Your Medical Site’s SEO

When an algorithm update is confirmed, do not make haste into updating your medical site accordingly. Let a couple of days or a week go by before checking your medical SEO data, to see how your medical site is adapting to the new changes. You can then track the changes, compare and contrast the results, and then update your medical SEO.

Keep The Updates Steady And Controlled

A small or minor change in your medical SEO strategy can create a huge change, sometimes not for the best. When it comes to updating your medical site according to the latest algorithm update, it is advised to make changes in your medical SEO and content strategy slowly and gradually, testing the results of each out and then progressing with the next one.

Make Sure Your Medical Site Is Fresh

Google hates nothing more than sites with outdated content and information and loves to throw them down to the last of its search results pages with each algorithm update. To avoid this, make sure that your medical site is updated with fresh and strong medical content. Try to keep it fairly simple as investing on expensive types of medical content such as podcasts or visuals may end up costing more and producing low results as the traffic rate is all over the place during an algorithm update.

Updating Your Medical Business According to Google’s Algorithm Changes

In the end, Google’s algorithms are designed to keep sites and businesses up to par with its standards and provide its users the ultimate experience. Unfortunately, for online sites and businesses, this can be quite a hassle if they slack off on keeping up with algorithm updates. 

To avoid your medical business from being subjected to appear on the second or third search result page of Google, tracking and keeping up with Google’s algorithms is something that may require some effort but will save you the loss of losing patients and your online credibility in the long run.

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Analyzing and Optimizing Healthcare Email Campaign Performance

Marketing is a world with shifting marketing tactics that come and go every once in a while. While these tactics keep emerging every now and then, there is no denying of the fortified marketing strategies that have been there since day one and constantly prove their worth in terms of lead generation even now. One of those fortified marketing strategies is email campaign marketing. The biggest medical businesses acclaim 40% of their patient leads to email marketing.

So let’s say, you started to employ email marketing to acquire patients and get your medical service out there, but how do you know how well it is working? Is it generating back your ROI? At the end of the day, no marketing strategy holds any worth if its potential does not match with your goals and ROI.

So if you are about to activate your next healthcare email campaign, take a pause for a few minutes and measure your campaign to objective-defining questions such as  “What is the goal of this healthcare email campaign?“, “Is it to generate patient leads?” “Is it to create a patient subscriber group?”, “Is it to convert more existing leads into patients?”, etc. If you are undetermined of the performance of your healthcare email campaign, it is now time to analyze the impairments and optimize where needed to progress toward your medical marketing goals.

Why Should You Even Use Healthcare Email Marketing?

Email marketing is one of the oldest yet the most successful parts of marketing in general. There are over 4 billion active users of email and over 3 million emails are sent every passing second. These statistics are enough to understand how many individuals (patients in this case) reside in the potential of email.

Aside from the high usage, email marketing is customizable, which is rare in other marketing aspects. With email marketing, the whole framework is customizable, working in the favor of both your existing and potential patients and your medical business. You can cover subjects like the new updates in your medical services, your recent business success, asking for a patient review or telling them about any discount or special offers. With its use foreseen to increase by a double margin, email marketing is here to stay, with a current ROI of 4300%.

How To Analyze Your Healthcare Email Campaign Performance?

While email marketing is a prosperous marketing aspect, it is crucial to determine whether it is working to its potential, therefore analyzing your healthcare email campaign’s performance is important too. Here are some Key Performance Indicators (KPIs) to help analyze your email campaign’s success rate.

The Open Rate

An email campaign’s open rate is the number of patients who received your email and opened it. This is a significant KPI to quantify whether your marketing emails are being opened at all by your patients. Your healthcare email campaign is a waste of a marketing budget if their open rate doesn’t come to scratch the number of patients in your campaign’s database.

The Unsubscribe Rate

An email campaign’s unsubscribe rate is the number of patients who received your emails and chose to be dropped from your campaign. This means that your campaign was unsatisfactory and failed to provide both your goals and your patients’.

There are numerous components that can influence your unsubscribe rate. If your emails look spammy, have misleading email titles, contain spammy links or clickbait, patients are likely to get irritated by them and choose to unsubscribe. This brings a negative impact on your medical business’s credentials as well.

The Clickability Rate

An email campaign’s clickability rate refers to the number of patients who were influenced by the marketing content inside your emails and choose to click on the links provided in the emails, which are basically links to your medical site or blog entries.

The Conversion Rate

An email campaign’s conversion rate is the most important KPI to consider when analyzing its performance. This KPI refers to the number of patients who received your emails, clicked on them, clicked on the links provided, and chose your medical services. This is the rate of patient leads generated by your email campaign.

How To Optimize Your Healthcare Email Campaign For Better Performance?

Once you have learned how to analyze your healthcare email campaign’s performance and figured out where it is lacking, it is now time to optimize it and turn those failings into powerpoints. Here are some optimizing factors that can improve your medical email campaign’s performance.

Definitive Purpose

Your marketing emails must always have a definitive purpose. The subject of your email can hugely impact your clickability, open, and conversion rates. When in doubt, create different marketing emails with different purposes and ensure that you are labeling and sectioning your patients by their interests so you can send them subjects that are the most relevant to them.

Catchy Title

Your marketing emails’ titles are what impact your email open rate. Always opt for direct titles that are basically that: direct and straightforward. These titles tell the patients what to expect from your emails. Some good examples of direct email titles are:

“Save 55% On Influenza Shots”

“How Can I Prevent My Family From Malaria + A Doctor’s Advice”

“Free Newborn Vaccines Available In Your Area”

Link Anchor Text

To get the best clickable rates on your emails, make sure to add powerful anchor text that supports your links that navigate your patients to your medical site or blog. To further develop your anchor text, add supporting sentences such as”

“Click Here To Subscribe To Our Medical Blog”

“For Further Information, Click On The Link Below”

“Discover More Of Our Dental Services Here”

Relevant Email Campaign Content

The relevancy in an email’s content is what makes or breaks an email campaign’s performance. A patient will only click and look forward to receiving your marketing emails if what you are sending them is relevant, interesting, and matches their interests. If one patient pursues your medical site for its medical content, send snippets of it in your emails, or if another browses around the discount or special offer page of your medical site, send those to them in your emails.

Tracking The Performance Of An Healthcare Email Campaign

Every medical marketing strategy must be analyzed to check the matching rates between its potential and its outcomes to ensure high ROI and goal completion for your medical business. To reiterate, your healthcare email campaign must generate patient leads, expand your patient crowd and get your medical services out there. To ensure it does all of that, analyzing and optimizing it is necessary.

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TikTok and Medical Ads: The Latest SMM Outlet

As a doctor providing medical services, you try your best to engage your patients and attract potential ones by either, putting up special offers and discounts, review pages, or using some sort of social media platform to remain connected with your patients and share your medical content. These are all tactics you employ to connect better with your patients and show them that your medical business is worth choosing. So it is no strange thing now that a majority of medical businesses are now employing TikTok as their SMM outlet.

If you find that shocking, you are unaware of the marketing gems hidden under medical TikTok marketing and how adding TikTok as a part of your marketing armor can strengthen your medical business. It has been said a thousand times before that marketing in a nutshell is catching up to every single opportunity that comes towards you and making the best of it. Using TikTok for marketing your medical services is a testimony to that.

Advertising or marketing on TikTok is similar to putting up a special offer on your medical site in a flu season, the outcome remains the same; to attract patients to your medical business. It is imperative to not let stereotypes fool you when it comes to marketing in general. What you may see as ridiculous and cast aside can be the very outlet that opens the flood of patients to your medical site. With over a billion daily active users, trying it out as your marketing outlet makes it worth a shot.

What Is TikTok And How Can It Be Used For Healthcare Marketing?

In layman’s terms, TikTok is a long-range video-sharing communication application used majorly by a younger demographic. In medical terms, TikTok is the new outlet for medical marketing. TikTok’s core goal is to cater to its users by its content and advertisements and if you look at it from a marketing perspective, both “content” and “advertisements” are golden tickets. While it was initially targeted towards the younger demographic, the user percentage had now drastically changed, bringing a hefty 40% of the older demographic from 30-50 years.

Unlike your medical Instagram or Facebook page, TikTok doesn’t need you to have thousands of patient followers for your ads or medical content to go viral because of its content distribution funnel. The type of medical content that can be posted on TikTok is not as different as your regular medical either, it can be:

  • Short medical informational videos
  • Patient testimonials or reviews
  • Snippets of a medical podcast
  • Medical guides and how-tos
  • Tour of your medical facility
  • Medical offers and discounts

Tiktok has 65 million users just from the U.S who spend about an hour daily on the app. With a 29% engagement rate, wide patient demographic, content versatility, and distribution checked off, TikTok becomes a medical marketing platform with tons of potential.

What Is TikTok’s Marketing Structure For A Healthcare Business?

TikTok’s latest marketing chunk has been making a widely targeted biddable advertising structure that resembles other social channels, with the businesses having the option to set up advertisement accounts and pick campaign options. There are presently four styles of marketing/advertising structures available for a healthcare business:

  • Top View: Your medical ad would show up when a patient opens the application. Top View includes longer in-feed style videos.
  • In-feed Advertisements: A more local advertisement approach that shows up in a patient’s feed.
  • Hashtag Advertisements: More in trend and have a higher shareability rate.
  • Brand Takeover Advertisements: Higher clickability rate with more lead generation opportunities.

TikTok And Medical Ads: How To Start A Medical SMM Campaign?

TikTok has a very modern ad campaign program which is quite similar to Facebook advertising campaigns. After creating and verifying your medical business’s account, here’s how you can start a Tiktok and medical SMM campaign on TikTok:

Install TikTok Pixel

Like Facebook, TikTok has a pixel that assists you with creating your medical ad campaign. The pixel is a sub-platform of the app that shows the progress of your ads and campaigns, sales, patient activity on your medical ads, etc.  The pixel also allows you to control your campaign with its features and gives you a system view of the patient engagement rate on your ads or account.

Create A Medical Ad Campaign

Once again, if you have created Google Ad or Facebook campaign, creating a TikTok and medical campaign is no different. When creating the medical campaign, determine your ad goals, your medical campaign name, and set its budget. Double-check to make sure all the settings are correct.

Set The Medical Campaign

This setting allows you to pick out your medical advertisement type, patient crowds, ad schedule, ad optimization goal, and ad bids. You also have to pick out your medical ad placement option. Your ad placement is where your medical ad will show up on TikTok.

Select Medical Ads Targetability

Again competing with Facebook, TikTok permits you to create both Custom Audience and Lookalike Audience, giving you the full authority in choosing your patient group. Some targeting options in this feature entail patient demographic, language, location, device option, gender, etc. This way, you get the full worth of your medical ads by specifically targeting them where you want them to be. 

Choose the Budget And Schedule

Set a reasonable healthcare email campaign budget with its available schedule. Going higher with expensive ads if it’s your first try is as foolish as going extremely low with the free healthcare campaign. Start in the middle by choosing the right ad type with the right budget. If it works out, you can opt for a higher budget and ad campaign next time.

You need to add third-party links to your medical ad campaign to track its progress. TikTok also gives you the option of selecting your optimization goal from reach, conversion, and click. Select the one that is your goal.

Create A Medical Ad And Check Off Your Campaign

You can create 20 medical ads per campaign. You have the option to recycle your infographics or short medical video ads from your medical site on TikTok, or you can create new ones from videos to pictures. Just make sure they represent your medical business.

TikTok And The New Medical Marketing Wave

Regardless of its negative reputation for a marketing platform which is now dwindling, TikTok has proved to be a successful outlet for SMM for the majority of medical businesses on it. To convert most of your online patient leads, you must advertise your medical business on every social marketing platform available.

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Medical Remarketing: What Is It and Why Should You Look into It?

90% of medical marketing consists of trying to convert as many patients as possible. To achieve this, most medical businesses forget about the remaining 10% of it, which consists of medical marketing tactics designed to keep their existing patients engaged and bring back the remaining ones. This is medical remarketing in a nutshell.

Google’s medical remarketing ads are the best way to tackle medical marketing if you are a medical business just testing its waters. Medical remarketing, otherwise called medical retargeting, can drastically expand your patient conversion rates and ROI. Remarketing catches the slipping margin of potential patient leads that were not convinced enough and keeps the existing ones converted.

Since you are focusing on existing patients or ex-patients, it’s classified as “re-marketing”. Marketing experts consider it an ideal platform to re-convert, re-use content or hold existing patients with online advertising campaigns. While remarketing can be done via Facebook or Outbrain, Google Ads remains the best choice.

What Is Google’s Medical Remarketing?

Google’s version of medical remarketing allows medical businesses to advertise to patients who have previously visited their medical site, used their services, or are in their customer relationship marketing (CRM) databases. It works by showing these patients relevant medical ads when they visit other medical sites or search anything on Google. Medical businesses can remarket on Google via:

  • Remarketing Lists for Search Advertisements (RLSA): RLSA empowers medical businesses to focus ex-patients on Google’s Search Network. They can target and tweak medical ads for these past patients while they search on Google.
  • Standard Remarketing: This version of Google’s remarketing permits medical businesses to show medical ads to their past patients as they visit different sites and applications on Google’s Display Network.
  • Video Remarketing: A step-up from normal content, medical businesses can display remarketing ads on YouTube to patients who have watched or subscribed to their YouTube channel.
  • Mobile-Optimized Remarketing: For mobile use, Google Ads will allow medical businesses to advertise to their patients when they are on other mobile apps or sites.
  • Email Remarketing – Medical businesses can transfer their patient’s emails to Google Ads to advertise to them if they use Google Search or Gmail.

How Does Medical Remarketing Work?

Whenever a patient visits your medical site, they show an interest in your medical services and content. It is, however, likely that they liked your site and services but for some reason, your lead generation strategy wasn’t strong enough and they left, or a group of patients left your medical services after being a customer.

This is where remarketing helps them to remember what they need and why was your medical business worth visiting in the first place. Medical remarketing brings back the patients that seeped out your marketing funnel and converts back to being existing patients.

Customizable Marketing Objectives

Often, marketing channels are rigid when it comes to their goals and potential. They can only follow the objective they are designed to do. Remarketing, however, is a selectively permeable marketing channel. In layman’s terms, it can be shaped into whatever your marketing objectives are.

Whether you want to bring back your ex-patients, convert the ones that almost became your patients, or market to the ones that already exist but haven’t used your medical services in a while, with remarketing, it’s all customizable.

Cost-effective Marketing

Marketing isn’t cheap, and when you want off-the-charts results, you really have to invest. Remarketing, however, covers it all up. While it certainly isn’t free, it is quite cost-effective when compared to other general marketing channels. Remarketing’s average cost-per-click is between $0.25-$0.60, while a PPC campaign’s cost-per-click generally falls between $3-$4.

Granted Outcomes

A study done in 2020 found out that 6.5% of patients come back to a medical business after a successful remarketing campaign. Remarketing has an exposure rate of 75%, meaning out of 100, 75 of your remarked patients are going to view your medical ads. Aside from this, medical remarketing ads have a 0.7% clickability rate and a 70% chance of converting more patients.

How To Set-up Your Own Medical Remarketing Campaign?

Remarketing is made the easiest via Google. However, it does require a campaign setup and some registration. Here are the steps, simplified:

Registration

To remarket on Google, your medical business needs to register for a Google Ads account. Google AdWords is also another platform for remarketing, however, the options and settings vary. Google will designate your medical business with a tag or a symbol that can be displayed on all of your medical site’s pages. Once it is displayed on your pages, it will start to gather your patients’ meta information.

Campaign Setup

Once the information is gathered on Google’s database, you can start putting together your remarketing campaign. To do that, you have to first set up the campaign’s target for patients. You can guide your Google remarketing tag to gather information about remarketing patient crowds, such as an email list or the services they have been the most interested in. You also need to select the type of ad and remarketing you wish for your campaign to run.

Ad Creation

You can reuse your old content for your ads or you can use Google’s Ad inventory for free. You can create textual, visual, or audio ads from its gallery. Once they are done and are fulfilling the remarketing objective, you can add them to your campaign and start things off.

Brushing Up

Before you activate your remarketing campaign, you should recheck if your remarketing objectives line up with your campaign. Check the remarketed patient list, their information, or even the ads. Once everything is double-checked, your Google medical remarketing campaign is ready to go live.

Google Remarketing: An Amiable Channel For Medical Marketing

Even marketing experts fail to pinpoint the reason why some medical sites fail to convert as many patients as their goal. Maybe it can be the site’s design, maybe it can be medical content or maybe it can be a marketing platform that they chose to not utilize.

To avoid this destructive chain of “maybe-s”, employing medical remarketing is an incredible method to hit all the major checkmarks of medical marketing. Not only does it keep your already existing patients engaged but brings back the ones that were beginning to lose interest in your medical marketing services.

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