Good marketing is ethical marketing - the doctor's ethos and attracting new patients in line with regulations
Effective medical marketing is an opportunity for medical facilities that want to increase patient numbers and promote their services. The most important thing is the right strategy and sensible management of the advertising budget. The specificity of medical marketing is that all actions taken must be ethical and honest. This means maintaining the privacy and confidentiality of patients' data, honestly communicating the effects of the proposed treatment or procedure and presenting the degree of risk. It is also impossible to play on the emotions of prospective patients, i.e. to create feelings of anxiety and fear in them. Doctors are still not allowed to engage in the promotion of specific medicines, as well as to use their authority to advertise services that are not related to their profession.
What distinguishes effective medical marketing?
Google Business Card i local positioning are also very important issues. A doctor of any speciality can count on being able to reach his or her potential patient more quickly when they are seeking help. How does this work? The user types two or three words into the search box, in this case it could be „therapist Krakow”, „dentist Gdansk” or „dermatologist Wroclaw opinions”. These phrases reflect the purpose of the search, and optimising the website for local queries helps achieve a high position in the search list. The GMF business card is not just about contact details and address, as it is also used to leave feedback and interact with patients satisfied or disappointed after a visit.
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What should an advertising and marketing campaign for a doctor look like?
The advertising and marketing campaign for a doctor should be conducted in accordance with professional ethics and legal regulations. Building an expert image is key, for example by publishing valuable educational content on a blog or social media. A professional website with an „About Me” section, patient reviews and the ability to easily book an appointment is essential. It is worth investing in local activities, such as cooperation with clinics, participation in health events or advertising in local media. Google Ads or social media campaigns should be targeted precisely, e.g. to regional residents and people looking for a specific speciality. It is also crucial to ensure transparency and regular contact with patients, e.g. by sending health advice newsletters.
Take care of your online image and visibility on Google
Improving the content on the site for search engines and keywords related to medical services translates into better understanding of the site's subject matter by search engines. This is also a benefit for users looking for valuable information. It is also important that the site contains so-called meta data, which informs search engines about the content on the site.
Effective marketing for the doctor vs. whisper marketing
Patients trust the opinions of those who have dealt with a particular facility or specialist and expect the information provided to be reliable. You can use the benefits of whisper marketing to help build your image and extend your reach in a non-intrusive way.
Whisper marketing is about the social spread of information. When users come across content that interests them or moves them emotionally, they choose to share it with friends, family or on social media platforms. Referrals are based on interpersonal trust, and their natural and sincere form allows them to reach new audiences in a subtle way.
For the marketing of medical services, this is an option worth considering, as the public has different attitudes towards the credibility of advertisements. Even if we take into account the aforementioned ethical aspects, where, according to legal regulations, one cannot use the phrases „best doctor in town” or „guarantee of the effects of treatment”.
Today, this type of marketing is no longer done on forums. In 2024, popular channels include TikTok, Instagram and Facebook. Short videos, comments or collaborations with micro-influencers help to reach new audiences in an authentic way.
Social media for doctors
Running profiles on social media is one of the key elements in building online visibility, especially in the medical industry. Through regular publications, you can not only educate patients, but also build trust and create an expert image. Facebook, Instagram or LinkedIn are platforms that offer the opportunity to connect with patients in a quick and direct way.
If you want to reach a wider audience quickly, you can use Facebook Ads. These ads allow for precise targeting, ensuring that your content reaches people who are actually interested in your services. You should also consider promoting your posts, which allows you to expand your organic reach.
Social media activities are particularly effective if your target group frequently uses these platforms, such as patients seeking advice, opinions or referrals.
When is SEO and when is PPC?
Choosing the right marketing strategy is crucial to the success of your business as it affects the achievement of your business objectives. Understanding your needs and priorities will help you choose the most effective method of action. Depending on whether you want quick results or long-term sustainability, different strategies can produce different results. Here is a brief comparison:
SEO - a long-term strategy for building visibility
Search engine optimisation (SEO) of a website allows it to gain organic traffic, which is beneficial from a long-term perspective. The process includes:
- creation of valuable content, e.g. educational articles,
- improving the site's structure and speed,
- gaining links to your website.
SEO is ideal if you want to gradually build up your website's position in the search results and gain a steady flow of patients. However, the effects of these measures only become visible after a few months.
PPC (Pay Per Click) - a quick way to attract attention
Advertising campaigns on Google Ads is an excellent tool for those who want to get new patients quickly. Once you start advertising, the results are almost instantaneous - your services are visible at the top of search results or on other pages visited by potential patients. The advantages of PPC include:
- the possibility of precise targeting (e.g. location, age, interests),
- measurable results and budget control,
- rapid return on investment.
However, it's worth remembering that once you end a PPC campaign, the traffic from this source stops coming in. Therefore, PPC works best in conjunction with SEO, providing quick results and a steady increase in online visibility.
Why combine strategies?
A diversified approach to advertising achieves short- and long-term goals. SEO builds a sustainable position in search results, while PPC generates immediate traffic and attracts new patients. Social media activities, on the other hand, support relationship building and engage audiences.
Working with an interactive agency can help you effectively combine these tools to maximise their potential and achieve success in attracting new patients.
Read also: Effective online marketing for dietitians, catering and dietetic practices
Working with an interactive agency - why does it pay?
W Nicesoft We focus on individuality and efficiency. Our team of experts will take care of every aspect of your online presence - from technical website optimisation to a marketing strategy tailored to your industry.
What do we offer?
- Website audit - we diagnose weaknesses and identify what needs to be improved to increase online visibility.
- Technical optimisation - We improve the URL structure, implement an SSL certificate, and take care of the mobility and accessibility of your website.
- SEO positioning - We effectively increase your visibility in Google using techniques such as link building and content optimisation.
- Content marketing - we create valuable content, including articles, guides or e-books that engage your audience and build your image as an expert.
Working with Nicesoft is the key to online success for doctors and clinics. Thanks to effective SEO, your website will gain a higher position in Google, attracting new patients. We take care of the professional image of your website by improving its security, mobility and implementing an SSL certificate. We create valuable content that engages patients and reinforces your image as an expert. We make it easy to book appointments online, which increases patient numbers. We analyse the competition and adjust your strategy so you have an edge. With Nicesoft, you not only gain a well-functioning website, but also a strong online brand.
Working with us is nice! - Choose Nicesoft and see for yourself. Bet on effective medical marketing!
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