The Internet has paved the way towards more effective new methods of marketing for the healthcare industry. Most successful medical practitioners are now utilizing digital marketing to reach their target audiences. The ones who don’t, unfortunately, get left behind.
If you own an Ear Nose and Throat (ENT) practice, establishing a strong online foothold is a must. Here, we share some basic strategies to help you get started on your ENT marketing plan. If you need creative or technical assistance, our team at Clicks Geek is available every step of the way.
1 – Define Your Target Patient Base
In your mind, who is the perfect patient? An otolaryngology practice covers a broad range of services. If you want your practice to thrive, it’s best to first focus your marketing efforts on patients that bring profitability.
Research your community’s demographics and find out their needs. Scope out the local competition and gauge which ones are thriving and which ones are not. Then, find the reasons for their success or failure, starting with the kind of services they specialize in.
The more time and resources you put into this preliminary research, the more effective your future ENT marketing strategy will be.
2 – Lay Out Your Brand’s Groundwork
One of the most common pitfalls in healthcare marketing is not treating a practice like you would a typical business. For instance, you might forget about the importance of branding.
Account for all the components of your practice. The main aesthetic and color scheme, the procedures offered, how the team interacts with each client, and every other aspect can help transform your business into a single, cohesive unit. Determine what it is that makes your practice singular, then plan to market those qualities.
Once you have a brand strategy that specifically caters to your target audience, you can integrate it into your marketing strategies.
3 – Start Digital Marketing with an Optimized Website
An optimized website acts as your online base of operations to connect with your target patients and direct them to your services. Your business website should have:
- An engaging exposition of your services
- Relevant informational materials in the form of blog posts
- Contact information including phone numbers and emails
- Physical locations and operating hours
- Social media links
Use search engine optimization (SEO) or hire healthcare marketing experts to do the heavy lifting for you in optimizing your site’s technical architecture as well as its content. Search engine marketing (including paid PPC ads) helps your website “rank” higher on search engines’ results pages, thus generating more online traffic.
4 – Expand With Social Media Marketing
Even otolaryngology practices should use social media – it’s not just for teens! Facebook, Twitter, Instagram, YouTube, LinkedIn – you can cultivate followers and post content on these platforms to drive customer engagement. Start focusing on the platforms that you think will grow your practice and attract patients.
Posting photos of special events, referring physicians, sharing effective home treatments, and showing off positive reviews are just some of the content you can present. Social media accounts are great for all marketing practices because they don’t cost anything but time and dedication.
5 – Invest in Pay-Per-Click (PPC) Advertising for Your ENT Practice
As the name suggests, PPC advertising is an online marketing model where businesses pay a fee each time someone clicks on their ad. Many businesses invest in this method because it’s effective and fast-acting, unlike other marketing forms that take time. In particular, Google Ads is one of the most popular routes for PPC because it places your paid ads at the very top of the most popular search platform’s results pages.
If you need help promoting your ENT practices, we’re the marketing agency to call. Clicks Geek can optimize your otolaryngology marketing and connect your business with new patients.
Call us at Clicks Geek at 917-310-1597, so we can start today!