The new way to market physicians

Please stop putting physicians in print ads and billboards


Whenever a hospital or medical practice hires a new physician, the first thought is: we should run a print ad (or billboard) with Joe Schmo’s picture to get patients to call and schedule appointments. But why cast such a wide net? Not everyone in your community is looking for a new physician, so why waste your media dollars targeting everyone?

The solution is to specifically target people who are looking for a physician, and nurture relationships with current patients.

Here are three tips to get you started:

1. Make it easier for prospective patients to find you with SEO and search marketing. This means running search ads targeting people who are actively looking for a new physician, and optimizing the content on your website so it pops up on the first page of a Google search.

2. In addition to having great content on your website, invest in social ads to push that content out to your audience when they’re not on Google. The best channels to reach them are Facebook and Pinterest, especially if you’re trying to reach women.

3. Last, but not least, ensure physicians and employees deliver on the marketing promise made in your content. Friendly, helpful receptionists and physicians with good bedside manner make a lasting impression on patients. Focus on making every interaction a patient has with your office or hospital a positive one. It seems simple, but it goes a long way in patient retention.

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