MEDICAL INTERNET MARKETING
To get a client, medical internet marketing today has to not only select qualified personnel and improve the technical equipment of the institution but also engage in Internet marketing. But here, difficulties arise since many proposals and numerous legislative restrictions hamper promotion. Therefore, it is important to establish high-quality interaction between specialists and patients.
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1. Features of medical Internet marketing
2. Why is medical Internet marketing becoming popular?
3. Clinic promotion strategy
3.1. Clinic website
3.2. Search promotion
3.3. contextual advertising
Features of medical Internet marketing
Unlike the traditional market, the medical services market does not sell a specific product but helps heal and eliminate a particular problem. Therefore, first of all, the client turns her trust in a certain specialist.
The main component of medical Internet marketing can be considered the “face” of the clinic. Therefore, it is important to compare favorably with competitors, inspire confidence, and encourage a potential client to apply here. Therefore, when forming a brand, it is worth considering not only the profile of the clinic and the quality of the information provided and paying attention to visual perception (attractive design, corporate identity, logo, etc.). This will create a trusting space.
Contact guides “clinic” – “patient” occurs in the following planes:
- technical (presence of modern diagnostic and medical equipment);
- material (style);
- social (patient reviews);
- psychological (the competence of the staff and the patient’s trust in him).
Why is medical internet marketing becoming popular?
Today, offline marketing methods in medicine cease to bring results. Why did it happen:
- The involvement of patients in the Internet environment was due to the emergence of online services for making an appointment with a doctor. It is much easier for a person to enter the portal and choose the right time on their own rather than trying to get through to the registry for hours and be content with what they offer. In addition, now people are in no hurry to go to the doctor when any complaints appear. It is more convenient for most people to go to the chat or the forum of the medical portal and get advice here.
- Patients prefer to trust only familiar specialists. Usually, a person comes to a particular doctor only because relatives, friends, or colleagues advised him. Moreover, they could also learn about the doctor from third parties. Now, this chain looks something like this: a person has health problems – he searches for information on the Internet – has come across a medical website design, he begins to choose a doctor – reads reviews about specialists – makes an appointment.
Therefore, today it is no longer enough to be a good doctor. You also need to be able to present yourself to the target audience. Thus, medical Internet marketing is engaged in developing the brand, increasing its awareness, and increasing the number of patients who go to the clinic following positive online reviews.
Clinic promotion strategy
Promoting medical services on the Internet is not an easy task. The available tools list depends on the clinic’s capabilities and functions.
This tool can be called the most important. Every year, the number of requests related to the search for a doctor or medical institution is increasing. In addition, the site allows you to use other promotion tools.
They created medical site must meet the following requirements:
- attractive design;
- useful content that is understandable to an ordinary person who does not have a medical education;
- reliable CMS;
- optimization for search engines;
- availability of a mobile version.
The site can be compared to the administrator’s desk. Therefore, having got here, the client should feel comfortable. He should feel professionalism.
SEO is an effective tool that can work for the future. Using it, you should not expect an instant conversion, but you can be sure that it will bring a stable flow of customers even if the promotion work is temporarily suspended.
To use it, you need to create a semantic core consisting of a list of queries by which potential customers can find a resource. In addition, it is important to use different types of questions adapted to a specific target audience:
- Commercial inquiries. This includes full information about the service provided, reviews, an appointment form, and contact and feedback pages.
- Informational. Expert materials are placed here, designed in a user-friendly way.
- Transactional. The page contains a description of services, their cost, reviews, instructions for making an appointment with a doctor, information about step-by-step treatment, and an address.
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When selecting a key query, use typical phrases:
- information request (how to treat gastritis, how to find a dentist);
- the name of the service (abdominal ultrasound, installation of veneers) or the name of the service + geography;
- synonyms (dentist, dentist, dentist);
- Doctor profile + geography (gastroenterologist in Kyiv).
Requirements for websites vary from search engine to search engine. For example, Google pays attention to the design’s quality, the page’s correspondence, and the search query. On the other hand, Yandex is more important than the material’s quality and the content structure tent.
Properly built advertising will help you get the first customers almost immediately. Ads will be shown exactly on the request that the user entered. Therefore, it is important to monitor and correct advertising campaigns on time.
Here advertising medical services is formally prohibited. Therefore, treatment, intake, injections, consultation, diagnostics, etc. should be avoided.
- delicate problems (fighting overweight);
- health problems (disability, chronic pathologies, treatment of any disease);
- prescription drugs;
- search for volunteers for clinical trials.
It is allowed to indicate the clinic’s profile, the doctors’ experience, and information about discounts.
The address indicated in it must match the one in the contact details on the page the user enters by clicking on the link in the ad. Yandex allows advertising on the following topics:
- medicines, including dietary supplements and vitamins;
- veterinary drugs.
Combining all the described methods, you will be able to get a stable flow of customers. To organize high-quality medical Internet marketing, it is better to entrust this business to professionals.