The medical marketing world is changing with the Information Age. It isn’t difficult to get lulled into a false sense of security by relying on the same old, tried-and-true marketing relics. However, it pays to stay on top of the constantly evolving era of technology, as new and exciting marketing methods present themselves on a steady basis.Claim your FREE Practice Diagnosis
Here are a few “don’ts” when it comes to medical marketing.
- Physician Referrals Should Not Be Your Only Marketing Source
Over the years, it has become traditional for family practitioners and internists to evaluate a patient and then refer the case to a specialist. While this established method has served the medical community well in the past, it no longer works as well. Recent statistics show that the majority of hospital execs say they will be establishing referrals into the system. Therefore, the referrals will be made internally. Furthermore, a high percentage of standalone practices are open to coming into the fold of the local hospital.
This trend will mark a significant decrease in the number of referrals that come from other medical professionals. This type of control will extend to urgent care centers, as well.
The good news is that, thanks to internet access, many patients are conducting their own search for a medical practitioner. Doctors are turning to other sources for referrals, such as advertising and social media.
- Don’t Fritter Away Time and Funds on Traditional Advertising
Newspaper advertising is so ingrained in our society that when we hear about purchasing an ad, that may be the first image that comes to mind. However, less than 1 in 4 Americans under age 65 look at a daily newspaper. Most people get their updates on Twitter or through internet news outlets.
Medical facilities invest large amounts of money into general advertising, like newspaper and magazine ads or billboards, only to have the efforts ignored. Technology has rendered these endeavors a waste of time. However, technology is smart enough to more than make up for it. Today, thanks to smart searches and targeting, ads will reach the niche market that will be most likely to respond. Depending on the specialty, demographics can be honed to include age, location, type of injury, and more.
These specifics are possible due to the footprint left online by the average person. Data are collected through their search history, interests, and other details. Targeted ads pop up in locations where the person is browsing. These types of ads have a higher ROI than clickbait-type advertising or banners, and they leave print ads in the dust.
- Don’t Be Stuck in the Past
Patients today are much more educated than in the past. It is natural for a person to look up any information on an ailment. The information is easily accessible. Many patients first contact a doctor after they have read up on whatever is affecting them.
Websites that are not mobile-optimized are not only passé, but also will affect business. Over three-quarters of internet hits come from a cellphone or tablet. Therefore, your site needs to be mobile-friendly to invite perusal.
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