Healthcare marketing: How to promote your medical practice

1. Claim your business online

Every day, 6.75 million health-related searches are conducted on Google – that’s a lot of people looking for answers and services. To ensure your medical clinic appears in search results, especially in your local area, it’s crucial to establish a strong online presence. Beyond maintaining a professional website, it’s essential to list your medical clinic or practice in key online directories, often referred to as the internet’s “Yellow Pages.”

Consider setting up your business listing on platforms like Yelp, Google Business Profile, Vitals, RateMDs, and the Chamber of Commerce (which does require an annual fee). Include all the essential details your potential patients might need, such as parking availability, photos of your clinic, appointment and contact information and hours of operation.

This way, you’ll easily market your medical clinic on digital platforms and attract patients searching for your services.

2. Use patient testimonials

Positive words from your current patients and their success stories are exactly the kind of information your potential patients want to hear.

Consider this: 98% of consumers see reviews as an essential resource for making purchase decisions. Before someone books an appointment with you, they will likely look to others for feedback about your service.

When it comes to marketing for your medical practice online, consider displaying patient testimonials on your website and sharing them on social media. Of course, your patients’ privacy is important, so remember to get their consent, omit last names, post high quality photos and be respectful.

3. Build trust with well-crafted staff bios

Adding staff bios to your website is a powerful way to attract new patients by allowing them to learn about your staff’s experience, expertise, and specialties. This information creates a layer of trust, assuring patients that they will be cared for by specialists and experts.

Let your team’s personalities shine through their bios. When patients see that your staff members are not only qualified but also relatable and approachable, they may choose your practice over others.

Consider including professional photos and fun details, like their favorite hobbies, the names of their pets, or even a lighthearted joke. This personal touch makes them feel warm and welcoming, which is crucial in the healthcare marketing space.

4. Request reviews

In the healthcare industry, referrals are one of the biggest drivers of acquiring new patients. However, online reviews can carry more weight than a referral from a friend. In fact, 50% of consumers trust online reviews as much as personal recommendations. Whether it’s a doctor-to-doctor or friend-to-friend recommendation, a good word is a powerful way to attract business.

Asking patients to share their experiences might feel a bit awkward at first, but with practice, it can become second nature. Here are some best practices when asking for reviews:

Strike while the iron is hot: Talk to your patients about leaving a review before they leave the office while your positive service is still fresh in their minds.

Accept compliments graciously: Positive feedback is the perfect opportunity to request a review. When a patient compliments your service, thank them and politely ask if they’d be willing to share their thoughts online.

Make an online request: Sometimes, patients who plan to leave a positive review need a little reminder. Use your social media channels to ask for reviews and referrals.

Make it easy: Simplify the process by linking your Google Business Profile on any outgoing emails or newsletters. That way your patients don’t have to search for ways to leave positive feedback.

Incorporating these strategies into your healthcare marketing can significantly enhance your online reputation and help you market your medical practice effectively.

5. Write compelling and detailed blog posts

To someone browsing the internet for healthcare services, your practice might seem like just another clinic. One way to stand apart from your competition is by creating online content (blog posts) that showcases your expertise.

For example, if you own a veterinary clinic, publishing a blog about common toxic foods for pets demonstrates your knowledge and shows that you care about your patients beyond their visits. This type of content also reflects a deeper understanding of patient needs, helps in marketing your medical practice, and improves your search engine rankings.

6. Use social media consistently

For a medical practice, marketing on social media is an efficient way to engage with potential patients. However, this kind of promotion works best only if you consistently post, comment, and engage with your audience. You don’t need to be active on every platform – focus on the ones that align with your target audience.

For example, if you’re a dentist in a college town, you’ll likely find better engagement on platforms like Instagram and TikTok, which cater to younger users.

Here are three healthcare marketing ideas for social media:

Create a content calendar: Maintain consistency by developing a content calendar that schedules your posts in advance.

Data-driven engagement: Use analytics to monitor which content performs best and refine your strategy accordingly.

Influencer collaboration: Partner with local influencers or healthcare professionals who can advocate for your practice on social media. Their endorsements can increase your reach and credibility within the community.

7. Network at industry events

Networking with others in your industry is a classic way to promote your practice. In the healthcare industry, referrals are everything. Let others know about your clinic’s specialization, strengths, and capabilities. Attend marketing events, training seminars, and other gatherings where your peers will be present in large numbers.

8. Get involved in your community

Being a familiar face in your community is a powerful way to make connections and attract new patients. Here are a few ideas to help you get involved and market your medical practice:

1. Sponsor or participate in local athletic events or charitable walks.
2. Join a committee or become a board member.
3. Volunteer your services at a free clinic.
4. Donate to, or volunteer at local or school sporting events, like Little League tournaments.

Even if you can only make time for a handful of community efforts each year, connecting authentically creates lasting impressions on potential new patients and helps spread the word about your practice.

9. Leverage a POS system for healthcare marketing

Many healthcare practices may utilize their POS system for processing payments, but not many understand the power of using it as a marketing tool.

By capturing detailed payment data, a POS system allows you to analyze patients’ spending patterns and preferences. This data is invaluable for creating targeted marketing campaigns. For example, you can identify your most popular services and offer promotions or discounts that resonate with your patients.

Additionally, a POS system’s data can help you segment your patient base, enabling you to send personalized offers, reminders, or newsletters based on their previous interactions with your clinic.

10. Offer educational workshops or webinars

Hosting educational workshops or webinars on topics relevant to your practice is a great way to showcase your expertise within the community. Whether it’s a session on preventive health, managing chronic conditions, or even pet care tips for veterinary practices, these events position your clinic as a go-to resource. Offering these workshops for free or at a nominal fee can attract potential patients genuinely interested in your service.

One of the time-tested healthcare marketing strategies is to repurpose your long form webinars into multiple short-form videos and post them on social media to reach more potential patients. It boosts your clinic’s online presence and enhances your medical clinic’s reputation too.

Once you’ve learned how to promote your medical practice using these healthcare marketing ideas, it's time to put them into action. By following these tips consistently, you’ll see noticeable marketing results, build a community and stay ahead of your competitors.