Trust is the most important factor in determining if you’ll have a lasting relationship with any patient. With those you know well, you can build trust with every interaction. And that duty is never “over.”
Here’s the challenge: You also need to foster trust with those who haven’t even visited you yet.
They’re on your medical practice website, but not on your radar: Those online visitors who haven’t become leads yet. They are ready to buy – or will be soon – but not always ready to buy from you.
For many practices, this problem seems abstract. It can be “out of sight, out of mind.” But it matters. Medical practice marketing allows you to reach out to those visitors, to patients who haven’t seen you lately, and to all the other audiences who can help your practice grow.
The question is how to reach them.
How to Know if You’re Giving Your Audience What They Want
When people do an online search, they want to answer a question or solve a problem. The problem may be as simple as finding a website to buy wide-sole sneakers, or as complex as figuring out what the heck is going on with their recent indigestion.
Whatever the case, they want quick, accurate, understandable answers.
Providing those answers is the foundation of medical practice marketing – but not the whole story. You also need to present information so the intended audience can understand it, use it, and recognize it as a unique expression of the value you offer.
That seems like a tall order, but there’s an easy way to know if you’re on track.
Engagement is a set of digital marketing metrics that help you know if your audience enjoys and uses your content. Social media is designed to maximize engagement in the form of comments, likes, and shares, things most Central Florida business owners know a little about.
The right software enables you to measure engagement in any part of medical practice marketing – most importantly, your website. When you understand what engagement looks like on your website, you can fine-tune it for better performance, which fuels growth.
You’ll not only attract more online visitors, but you will also convert more of them into first-time patients.
Medical practice marketing is effective if it inspires your audience to take the right action. That could mean setting their first appointment, remembering to come to their follow-up, using their medication correctly, or even adjusting their lifestyle. Not all these lead directly to revenue for your practice, but they all deepen the patient relationship.
Engagement is the first step to any of these outcomes; if no one is engaging, no one is taking action. You promote engagement by making sure your content is aligned with audience needs: That it’s giving them what they want, when they want it, in a way they appreciate.
Optimize Your Medical Practice Marketing for Better Engagement with a Simple Feedback Loop
Central Florida is a bustling market for medical practices, and patients do their best to read medical practice marketing. But their time and attention are limited, so the quality of content matters. Two complementary approaches can help you elevate your engagement and effectiveness.
1. Start with a Real Human Connection Using Doctor-Led Video Storytelling
Video has a unique place in our culture – it’s the next best thing to being there. That’s never been more clear than it is now. People may be tired of Zoom meetings, but when they can’t get together in person, they look to video to reproduce feelings of togetherness.
The same is true of your patients.
A relationship requires presence, and in an environment where most people worry they don’t get to spend enough time with their doctors, video is the solution. Even “one to many” video, intended for your patients as a group, is superior to the best text content.
At New York Ave, we call it “video storytelling” because it’s the way you shape the narrative around your business – what it is, what it does, and why that matters for your patients. Video is most powerful when doctors and other staff members find their way to feeling comfortable in front of the camera.
And video is simply good medical practice marketing, too.
Video is the most popular content online. On social media, it causes engagement to skyrocket. Adding it to blogs makes people more likely to retain what they read and far more inclined to take the action you recommend – even if they don’t watch the video.
It’s just that powerful.
Many doctors worry that video will undermine their relationships because they don’t have the poise and polish of actors. But none of that is necessary. The goal is communicating authentically – being yourself and sharing what’s important to you. We can help you.
While there are many Central Florida marketing agencies that recommend video marketing, only New York Ave provides a full-service experience. We do all the hardware and software “stuff” for you, and even provide training on how you can acclimate to video fast.
2. Boost Engagement with Email Marketing and Social Media
One of the big steps someone takes to deepen their relationship with your practice is to join your email marketing list. By combining email, social media, and video marketing, you can quickly discover which content drives the greatest engagement, then focus on creating more of it.
As a rule of thumb, your most loyal patients will be on your email list, while most of your social media followers will be less engaged patients and those who haven’t visited you yet. By sharing video content to your email and social followers, you’ll learn what works best for both audiences.
Luckily, both platforms provide tools to learn fast.
With email marketing, you (or your Central Florida marketing agency) will see immediately which emails get read, which videos get watched, and what actions are taken next. The same is true on social media, where your team can get feedback practically up to the minute.
As you examine this information, you see what kind of videos holds attention and inspires action for the diverse audiences that consume your content. Over time, you can refine your efforts – to emphasize what works best and stop wasting time on content that flops.
This scientific process is the secret to exceptional medical practice marketing.
Many leaders know they need medical practice marketing, but they’re not sure where to start. They may crank out reams of blogs to no avail. But a scientific approach – one that tests hypotheses, gathers data, and makes refinements – is key to connecting your online content with your patient relationships.
At New York Ave, we’ve helped Central Florida medical practices come in out of the cold and develop their marketing into a platform for patient wellness and thought leadership that builds patient loyalty. Often, it all comes back to the video-social media-email “loop.”
Contact us today to learn more or get started.