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The Secret to Marketing Your
Practice Online
The patient journey cles and then adding at
through medical treatment least one new article per
consists of a series of mile- month, because in the
stones, from diagnosis world of digital market-
through referral, treatment ing and search engine
and recovery. Beginning optimization, fresh con-
with the search for the best tent is king.
doctor and every step along When potential
the way, most patients are patients searching for
hungry for information and answers return to your
bursting with questions. site a second or third
How do I know my diagno- time, it’s ideal if they
sis is correct? What kind of find even more informa-
treatment do I need? What BY JANE GRANT tion from you to help
is the recovery like? The list them navigate their
of questions goes on and on, options. All the major
and the first step for most people is to search engines track new content, which
“Google it” and see what comes up. impacts search results. As more content
Our almost universal reliance on from a site is indexed, the site’s ranking
search engines to get us the information improves and attracts more visitors.
we’re looking for presents a valuable When you’re ready to commit to con-
opportunity for physicians to connect tent marketing, keep these five points in
with patients in a very professional man- mind:
ner. The approach is known as content 1. It’s about what patients need to
marketing and its power resides in its know, not about you. Be a valuable
ability to deliver information that is rele- resource.
vant and valuable to the patient. Instead 2. Keep it human and understandable.
of blatantly praising and promoting the Scientific information can be intimidat-
doctor, it educates patients and helps ing to patients and their families.
them find the answers they seek. If 3. Don’t be self-promotional. Focus on
physicians do it right, potential patients addressing the patient’s concerns and
are likely to reward them first with their building trust.
attention and then with their trust and 4. Results take time and persistence.
loyalty. Benefits of content marketing develop
Great content marketing begins with over time.
putting yourself in the patient’s shoes. 5. Commit only to what you can sus- D elr a y B eeach • J ackson ville • M iami • Or lando • P anama C it y
Let’s say, for example, that you’re an tain. Gaps in posting suggest neglect and 8 0 9 . 0 6 2 . 6 12 2 0 t t @ d a n n a c a r g ey ey o c . y. m www d . w. a n n a c a r g ey ey o c . y. m
wwww•
am•
orthopedic surgeon specializing in hip create distrust. Commit to doing it con-
replacement. After years in practice, you sistently or don’t do it at all.
know which questions make patients The brilliance of content marketing is
most anxious. How do I know I need a the simplicity of its appeal. From the
hip replacement? How long is the recov- patient’s point of view, everyone appreci-
ery? What’s the difference between ante- ates helpful information. From a physi-
rior and posterior hip replacement? Will cian’s perspective, the professionalism,
I ever be able to jog again? Content mar- SEO value and overall return on invest-
keting is a patient-centric, rather than ment can be greater than other forms of MEDICCAL DIVISIONN
doctor-centric, approach. If after reading marketing.
the content on your website someone In a skeptical world, content market-
takes the next step with an email inquiry ing is an effective strategy for delivering
or a call for an appointment, you’re on the trust and engagement that many
the right track. patients seek. Executed skillfully, it is a
nancial Planning to
nancial Planning to
As with any worthwhile practice- win/win for practices and patients alike.
building strategy, successful content astal Wealth??
marketing requires time, resources and
commitment. You need an up-to-date, Jane Grant is president and co-founder of pg you achieve you ur goals
properly coded website, with a dedicated Pierson Grant Public Relations, an estab-
blog where your content lives. Writing lished South Florida public relations and withh accoun tabilityy!
medical articles isn’t easy, so you’ll need digital marketing firm serving health care
to either write them yourself or hire a clients. She may be reached at
writer and then edit carefully. And you’ll jgrant@piersongrant.com
need to write consistently, launching or (954) 776-1999 ext. 224.
your blog with several informative arti-
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