The healthcare field is lucrative but with fierce competition. Because of this, small healthcare providers who may be trying to gain foot in the industry must aggressively advertise their businesses to gain clients. They need to literally bring their businesses to the doorstep of the consumer, inform and make them believe that they are the best in providing quality healthcare. However, this is done through exploring different advertising options to speak the language of the consumer.
This applies to doctors, administrators, nurses and social workers who may be practicing privately. It also applies to healthcare providers offering services in fields within fields. For instance, under cardiology, there are several sub-fields namely cardiac electrophysiology, nuclear cardiology, echocardiography, etc.
According to a Google study, 1 in every 20 searches is healthcare-related. Therefore, it’s safe to assume that search engine optimization is an extremely effective advertisement medium from which healthcare providers can get found online. A good SEO strategy educates the consumer and makes them believe that the healthcare provider is the best they can find in their local area.
There are two categories of SEO, and these are on-page SEO and off-page SEO. On-page SEO handles everything that involves the physical aspect of the site. For example, if the site loads faster, has great content which is SEO-optimized, has breadcrumbs for easy navigation and so forth, this is highly favored by search engines, hence good results will be discovered in due course.
On the other hand, off-page SEO involves optimizing a site without directly touching its design or content. A blog is a nice place to start with because it provides backlinks needed to boost the site. Off-page SEO is one of the most effective methods to enhance the performance of a site.
One site I found that specializes in SEO for healthcare providers is http://www.searchtides.com
PPC and social media ads
The use of PPC ads speeds up results for any business. These ads have become popular in the recent years due to their initial low cost investment since you only pay when someone clicks your ad to find out what you’re offering. It’s like joining a gym and only paying when you manage to drop pounds of fat.
Again, PPC ads let advertisers set their own budget, and this allows them to determine how aggressively they want to advertise themselves. PPC ads places your business in the eyes of potential consumers. Consequently, advertisers tend to realize more sales sooner than when they use organic search engine optimization.
And of course there’s the use of social media advertising like Facebook ads to get your message out there. With Facebook ads, you can get more people liking your page, thus keeping them engaged with offers, and ultimately sales.
SearchTides put out a video that compares PPC ads and SEO:
Collecting email addresses for subscribers who are interested in your business is one of the most effective ways to get more clients. Subscribers check their email inboxes on a daily basis, so make sure they give out their primary email addresses, then equip yourself with the right message and offer. There will be a lot of trial and error here, but you will ultimately find success if the list is really big.
Here is a nice video on email marketing:
The use of print media such as well-targeted flyers with coupons attached to them will attract the attention of customers. This also applies to posters put on strategic places around the neighborhood. Such a promotion campaign can win a few customers in addition to those acquired online.
Healthcare providers must use a combination of advertising options to get results faster. No business relies on a single ad media to speak to its audience. And even though the use of TV and radio advertising is an effective option, it doesn’t always sit well with small businesses who may not be able to afford the cost. So if your budget is restricted, you can stick to the above options since they work well too.