When someone notices a suspicious-looking spot on their skin, where’s the first place they go? Today, the answer isn’t always a doctor – in many cases, it’s search engines like Google.
They type a description of their skin condition and any other symptoms, read through the first few results, and come up with a (possibly overblown) self-diagnosis.
Fortunately, the next step is usually choosing doctor to offer a professional opinion. That’s where Internet marketing comes in.
If your dermatology practice has an effective online marketing campaign, patients will be able to find you easily when they need your services. In fact, they may even arrive on your site during the research process.
This makes the Internet the best places to market your dermatology practice, because it’s where your potential patients are already looking. Digital marketing strategies also allow you to target the right audience and build trust in your practice.
Call 888-601-5359 to speak with a strategist about how WebFX can help your practice grow with a custom digital marketing strategy, or keep reading for a few tips you can use to improve your online presence.
The cornerstone of any online marketing plan is a professional-looking website. Often, your website will be the first impression of your practice a user gets. It’s where they’ll go to learn more about you, form their opinion of you, and if they’re impressed, locate your contact information.
A website that looks polished and operates in a user-friendly way will lead people to trust your practice, which is key in the medical field.
To ensure that your site looks great and functions well no matter how users access it, build it using responsive design . A responsive site will adjust to any device and screen size, meaning that visitors will get the same experience whether they visit on a computer, smartphone, tablet, or other device.
Your website also serves as a reliable place to publish original content and other key information. You should also place your contact information in the footer of each page, so that it’s easy for visitors to get in touch.
Bill Craig WebFX President
One of the best ways to connect with potential patients is offering helpful information, and the easiest way to do this is by starting a blog. Blogging has a number of benefits for any business, and dermatology practices are no exception.
In fact, blogging just once or twice per month generates 70% more online leads than not blogging at all, and publishing new posts 15 times per month can result in 500% more traffic.
Of course, you don’t need to commit to writing 15 posts every month – but you can still use your blog to offer people expert advice and create content that readers find valuable. For example, as a dermatology practice, you might write posts about skin care tips, how to recognize common skin conditions, or what to consider when buying sunscreen.
Creating this kind of content will lead people to view your site as a useful resource, which will lead them to return to it in the future. They’ll also begin to see you as a credible authority in your field.
Then, when it comes time for them to schedule an appointment with a dermatologist, they’ll already trust you and see you as a knowledgeable professional.
93% of Internet users begin their sessions with a visit to a search engine and 73% of search engine users don’t look past the first page of results. This means that your dermatology practice needs to rank well for searches related to your services.
You can use search engine optimization , or SEO, to improve your rankings and attract more potential patients to your site. This involves including keywords and phrases on your pages that people search to find dermatologists, as well as creating sitemaps, improving user experience, and earning links from other websites.
Unlike traditional marketing channels like billboards and TV, the Internet allows for two-way interaction between advertisers and customers. This enables you to build relationships with potential patients, which builds trust and encourages them to one day make an appointment.
One of the best ways to do this is with social media marketing. Today, 2.3 billion people use social media – so your target audience is almost guaranteed to be there.
Posting regular, useful content on social media can help you gain followers, and sharing links to your latest blog posts and other articles can help drive traffic to your site.
When users comment on your posts, be sure to respond quickly and professionally. If they mention your business in a positive light, thank them. If they post a complaint, publicly offer to speak with them to resolve the problem. This shows that you care about your patients, which can go a long way in building trust with those who see it.
Calls to action are one of the most important aspects of any Internet marketing campaign, and should be integrated into all of your online content. They should encourage users to take specific steps, and can be involved in all parts of the sales funnel.
For example, at the end of your blog posts, you could ask readers to subscribe to your newsletter for regular updates from your practice. You could also include buttons that encourage visitors to download a resource, make an appointment, or anything else that gets them a step closer to becoming a patient..
When optimized correctly, your calls to action can transform your website into a valuable lead generation tool.
If you’re ready to start using online channels to reach new patients, WebFX can help. Our team has years of experience creating custom Internet marketing strategies for clients in a variety of industries, including healthcare.
Contact us today to speak with a strategist about how your dermatology practice can earn new patients online!
Find out how WebFX can create an effective Internet marketing strategy for your website. Call 888.449.3239 or contact us online today for a free evaluation.