In years past, doctors acquired new patients and kept existing ones through literal word of mouth and print advertising. Today's internet and social media options are simply electronic versions of the same thing. While a medical practice should utilize all existing options to market itself, there's no denying the power digital outreach possesses for those in the medical profession. With these options, a medical practice can:
- reach a potential patient audience of all ages
- expand their geographical patient area
- advertise their services and illustrate them with pictures and videos
- answer questions and update practice information more quickly
A relatively new specialty in the medical field, pain management is of an age with those who have grown up with digital media. These users are more familiar with the techniques used in this specialty and more willing to try them than older patients. It makes sense to venture across the digital divide to find them. It's understood that doctors have more pressing things to do than update websites during office hours. That's one of the reasons practices have office managers. But it's important that practice owners and partners understand what all of their digital marketing options are, to make sure that their services are being advertised to the right audience.
1) Website Management
Pain management practices aren't just competing with colleagues for on-line attention. Another big rival is "web doctors", which are sites simply containing compiled medical information that may or may not have been written by a physician. To compete, practices should work with a website design firm to produce pages filled with eye-catching (and frequently updated) graphics, photos, and content that not only draws readers in but has them calling for consultations.
2) Search Engine Optimization
Some people go online and flounder around looking for information while others are taken directly to sites that they are looking for. The latter group is benefitting from providers whose websites can be found easily with written prompts or "keywords" (ex: best pain management clinic in Smallwood, OH). The process is known as search engine optimization or SEO, and it can literally push a business to the head of the class in an internet search.
3) Internet Advertising
Do those Google ads actually get results? For medical practices, they've been shown to be very helpful with brand marketing and in increasing physician referrals. Google advertising is by far the most effective way to attract new patients to your pain management medical practice.
4) Social Media Marketing
While different from traditional advertising, social media can introduce practices to new patients, and allow those patients to draw in more through various digital platforms. Social media is also an inexpensive and effective way to market brand practices and make updates to practice information.