Before diving into the details, it’s important to understand a key distinction. All strategies will essentially support two different branches: Google and Social Media.
Our goal is to occupy as much space as possible related to treatments on Google, and to create relatively creative, predominantly patient-centred and benefit-oriented content on social media.
A good website is essential. Nowadays, there are people who think you’re failing simply because you don’t have an online presence.
The need for keeping up with modern communication methods with patients, a lesson we learnt most during the Covid-19 period, can be addressed with an up-to-date website.
Here’s a list of questions we should ask to differentiate a healthcare website from a regular one:
A potential patient who has somehow heard of your name will first search for it online to learn more about you. The truth is, there are over 30 potential websites where your clinic could appear, so you should prioritise and optimise healthcare review sites such as Google My Business, DoctorTakvimi, and Doctor Sitesi, and keep them up to date.
Google My Business is a Google product where your clinic’s name, address, photo, team photos, working hours, and reviews about you are displayed. A patient searching for your clinic on Google will first see your Business account.
You can think of your “Google My Business” page as a small website. This account allows you to share your treatments, address, hours, and patient reviews in a publicly visible space.
If a patient encounters any of the following situations online, it may prevent them from choosing you:
Our target audience, the patients, now have a new habit: researching, researching a lot…
Almost everyone nowadays uses fancy phrases on their websites and social media content, so how can you stand out here? How can you build trust in a profession that fundamentally relies on trust without gestures and expressions?
Click here for an example video
Explain your treatments and frequently asked questions about them through professional videos.
Professional Video in Healthcare: Videos where the person doesn’t say “uh”, have high resolution, are shot from angles that make the explanation effective, include explanatory animations about the treatment, and have no minor distractions such as brief eye movements.
We also conducted an experiment with A/B configuration to ensure the importance of video and call-to-action buttons.
Our goal: To measure the performance difference between a static image and a video with the same content during promotion.
Our goal: To measure, in terms of performance, which factors have the greatest influence on the user interacting with us after reaching the website.
We measured the number of phone calls and online appointment form submissions by users using (2 Promotion Breakdowns) x (3 Page Breakdowns) = 6 different variations.
Numerically, in promotional activities and on the website:
Video reduces unit costs by 66%.
*To see the result as a precise number, a larger experiment group would be needed. However, this experiment still strongly illustrates the importance of video.
Blogging will be one of the best investments you make online. Through blog posts, you can increase your clinic’s visibility and make Google like you more. Regular blogging will solidify your place on Google over time and drive traffic to your site.
Regular blogging will solidify your place on Google over time and drive traffic to your site.
Additionally;
See: https://optinmonster.com/to-allow-blog-comments-or-not-heres-what-the-data-shows/
We’ve mentioned that our main goal is to occupy space on Google. Google Search Network Advertising is a powerful method that serves this purpose. If you are not engaged in digital marketing and SEO efforts, it’s unlikely that someone who needs your services but has never heard of you before will find you.
Here’s our most powerful card: Google Search Network Advertising.
What’s more, you only pay when someone clicks on your ad and visits your website. So, in a way, if you trust your content, it’s free to try.
With a well-prepared page, you should definitely use this channel.
See: Pay Per Click
Instinctive changes that aren’t based on data lead to a waste of time, effort, and money.
Today, the biggest advantage of digital marketing over existing traditional methods is that every action can be tracked, and based on that tracking, can be analysed with data.
When you correctly track, analyse, and take the right actions at the right time on all the data from your website, promotional activities, and social media content using the right metrics, digital marketing investments will make sense for you.
Not just during these difficult times, but always, we extend our thanks to all healthcare professionals who are on the front lines, “keeping humanity alive”!
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