Thursday, December 31, 2020

6 Medical Website Marketing Mistakes to Look Out For

Your company website is often the first “face” your patients see, even before they visit you in your physical building. Today, a significant number of potential customers are attracted to a medical practice because a popular search engine directed them to its well-designed website. If they are impressed, they visit the practice in person. Otherwise, they simply move on to a better designed website!


For this reason, your website needs to be visually appealing, responsive to a potential customer’s needs, and in alignment with your company’s mission and vision. In fact, a cleverly designed website can:
  • Boost your online reputation.
  • Showcase your company in favorable light as a leader.
  • Generate new leads for your practice and create opportunities to actualize them.

1. Your website is slow


Conversely, a poorly designed website can even put potential customers off your medical practice! To avoid this unfortunate situation, listed below are 6 website marketing mistakes you might inadvertently have made, and straightforward ways to fix them.Here is a shocking statistic for you. Many of your virtual visitors will give you less than three seconds before they decide to move on. Yes, your website has barely 3 seconds in order to complete loading and make a worthwhile first impression. This means that your website needs to keep up with the internet superhighway by being supersonic in speed! Here are 2 tips to make this happen with minimal fuss.
  • Spring clean your website and discard all unnecessary clutter —large graphics and images, sluggish plugins, extra web pages that are no longer relevant, etc. Colorful media images can certainly brighten up an otherwise dull website, but take care to keep them under 50K in size.
  • Distribute your website pages across a CDN (content delivery network). This way, each page may be handled by a different server. But the end result is a faster, more responsive website.

2. Your website looks dodgy


You know that phrase, “too good to be true”? Let this not be used in relation with your website. This can happen if you use fancy words to describe your medical practice, without backing them up with facts and figures. Fortunately, this mistake is easy to reverse as you simply need to spruce up your website with the following key elements:
  • Automated counters — for social media shares on blogs, for registration numbers to virtual events, etc.
  • An authentic privacy and anti-spam message in all your pages, so your visitors feel safe sharing their contact information with you.
  • Positive reviews from patients who genuinely benefited from your practice.
  • Relevant media coverage.
  • Trust badges for potential payments.

3. Your website is careless with leads


All of these will help re-iterate the integrity of your medical practice, so every visitor feels safe in becoming a potential customer.In the best case, your website generates high traffic, and allows visitors to provide their contact information. In the worst case, your visitors have no opportunity to sign up with your practice. However, either situation is not going to be fruitful for your business, unless you have a compelling system that influences your visitors to act.



An ideally designed website completes all ends of the marketing funnel, and provides your visitors with:
  • High quality content that has undeniable value to your visitors.
  • Quick and painless opportunities to sign up with their contact information, on multiple web pages. If you send them in a loop across your website, you are bound to lose them quickly and forever.
  • A reward on completion of the call to action.

4. Your website seems overly aggressive


Imagine that you have the aforementioned sign-up opportunity displayed in every page of your website, so visitors can provide their email and phone details.


Now the big question is this: What is in it for them?


Yes, your visitors absolutely need a worthwhile reason in order to voluntarily generate a lead for your business. Fortunately, human beings love freebies. This is one hook you can freely use to entice your visitors to willingly provide their contact information to you.


This can include:
  • A free but beneficial booklet that they can immediately download. (Example: “50 tips to balance your blood pressure/ sugar”, or “10-minute test to determine if you are susceptible to stress”.)
  • Coupon redeemable in the near future. (Example: “5% off on zero-power, anti-glare eyewear”.)
  • Discounts, as everybody loves them. (Example: “5% discount on your next health check-up, valid this month only”.)
  • Free/ discounted entry to a coveted online event in your industry, like a medical webinar.
  • Free trial versions of upcoming products.

5. Your medical practice is not on social media

6. Your website lacks human touch


In fact, all of the above can create lucrative opportunities to tie up with your vendors, so you mutually promote each other’s business online. This has the possibility to generate more traffic, and a lot more leads.Today, social media is “the” place to be. It is how you make new contacts for your business and sustain them through virtual engagement. Make sure that your medical website captures this ethic by showcasing your social media feeds. In turn, you should also stay active on social media in a way that it drives more people to your website.In all this virtual business it is easy to quickly get too “system driven” rather than “human driven”. This may be okay for a large, banking corporation. However, your medical practice is ultimately about enhancing the quality of human lives and extending their mortality. Ensure that this message comes through clearly across your entire website.


Conclusion


An easy way to do this is to share stories — intriguing stories about yourself and your personnel, about lives that took a turn for the better due to your medical practice, and so on.Finally, it all comes down to the quality of website content. For this reason, take extra care to ensure that whatever you do share on your website-from blogs, to testimonials, to stories, to your business products- are all authentic, and adhere to the highest standards in your industry. As the saying goes, "Authenticity is the best policy".


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Wednesday, December 30, 2020

How to Build a Lasting Twitter Strategy for Your Medical Practice

The share of online adults in the US using Twitter has consistently grown in the last few years, up from 18% in 2013 to 24% in 2018. Making it a phenomenal idea to use this medium to enhance your business exposure.

Discover your own voice


So if you intend to get maximum benefit from Twitter, but not sure how to go about it, here are some fine tips and tricks to construct a Twitter strategy that will have a lasting impact.Launch a distinct brand voice to trademark your complete Twitter strategy. One of the priceless assets is a talented writer who aligns his or her style with your brand, especially when it means launching your voice.



Here are some of the characteristics to keep in mind when crafting your brand voice.


  • It should be fresh and unique
  • It must convey the brand message
  • It needs to replicate your core values
  • It must resound with your audience with a personal touch
  • Use editorial calendars

Do you want to have a limitless supply of content? Then, you will surely need a well-designed editorial calendar. The keys to a great advertising strategy are planning and organizing, as per the marketing experts.


Schedule it and remember it


You need to create a shared document which is used to add, edit and adjust content constantly by anyone posting to your social media. A calendar will prepare you to keep track of upcoming events, what worked well and also ensures that you have enough planned content for the future.Your audience is online even at times when you are not. Hence scheduling tweets can be an awesome idea to make sure you reach your audience at any point in time. It is quite easy to schedule tweets from the dashboard of the ads campaign. This facility is free of charge which can be used even if you are not a marketer.


Get linked on Twitter Chats


Never miss to check back regularly on your scheduled tweets as it is a massive missed opportunity. Reach out to your audience and keep them engaged by checking and re-checking your activity on Twitter often. You should also ensure to reply to tweets, tap into conversations that are trending and retweet content that is relevant.Increase the number and quality of your followers by being active in Twitter chats. You will find chats on any topic and you will be glad to see participants who use Twitter to make long-term connections with compatible individuals and brands. These followers will help to intensify your message and raise conversation about your brand.


Be flexible


Be an active participant in Twitter by also replying to tweets, maintaining relationships even after the chat and following new people. If you noticed there are no chats that are relevant to your brand, go ahead and start your own chat. You will have to make sure to promote your chat to expose it to the maximum amount of users.The best tweets sometimes are made on the move. It may not be a part of the plan, but when you find an opportunity don’t hesitate to wander away from the calendar. It is a good idea to make the most of the trending topics, current world events or it could also be a wise mention from another person.


Create conversations

Shuffle it up


However, you need to be careful that you don’t use a tragedy as an opportunity for branding. Tweet with precaution when you see sensitive situations and you may also consider stopping any scheduled tweets if they only appear to detract from the situation.One-sided marketing rarely succeeds today, and that is the same with tweets as well. You need to have a healthy mix of Twitter Ads, Organic Tweets, and above all, @replies in your Twitter marketing strategy in order to create two-way engagement.It is a great idea to experiment with various types of content and find a balance that fits your audience well. This is key to an intelligent Twitter strategy. The focus should, however, remain on a good balance of paid and organic content. There may be an influence on the organic tweets if there are more robust paid campaigns.


It is easy to craft a Twitter strategy with the help of proper planning, constant tweaking and a gist of imagination. This kind of strategy will ensure to elevate your brand and foster your community of followers.


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Tuesday, December 29, 2020

Getting the Most Out of Physician Podcasts

Physician podcasts have become more available and widespread in recent years. A number of physicians have started popular and well received podcasts. Doctors often recommend physician-run podcasts, as well as other podcasts of interest, to each other.

Topics ranging from personal finance to career management to wellness tend to appeal to doctors, and sometimes the subject matter is directed towards them at specific professional stages.

Podcasts are easily accessible with mobile devices, and they suit our current media-based environment, in which consumers seek out highly tailored content rather than listening to material that is geared towards the general population. Doctors can get the most out of physician-directed podcasts with a combination of planning and spontaneity.

Listen While Exercising


The most common time for doctors to listen to podcasts is while driving. You can also consider listening to podcasts while exercising. Activities like using a treadmill or even lifting weights can lend themselves well to taking in a podcast. You can make your day more efficient by learning while working towards fitness goals, and this can help motivate you to exercise if you need a nudge.

While you might initially search for programs to listen to, eventually you may see similar programs that you could decide to listen to if they also interest you. Creating and loading a list of interesting programs can make the process efficient.

One of the biggest problems in listening to podcasts while “on the go” is temporarily losing Wi-Fi. Sometimes downloading the program in advance can prevent interruptions caused by an inconsistent internet connection.

Classify Useful Information


As we consume more information in different formats rather than through print, the value of being able to refer back to useful material remains important. For instance, if you listened to a podcast about taxes, you might want to save the program until you are ready to use some of those tips.

Or if you have found some leadership advice helpful, you might want to refer to it and refresh your memory when you are deliberating a big decision about your practice staffing arrangement.

Consider creating a folder or tab on your computer, phone, or in your email so that you can easily find this digital information when you need it later. Some podcasts feature an interview and may include a portion with a cluster of facts that you can use. You could consider adding a note to remind yourself which part of the podcast has the relevant information that you want to revisit.

Start or Join a Book Club


Departmental Journal Clubs offer an opportunity for physicians to get together and critically assess newly published research. The practical aspects that go into the practice of medicine are becoming more complex, necessitating continued learning of multiple aspects of career management.

The same principle of critiquing research can be applied across specialties when doctors get together to discuss a physician directed podcast, potentially sharing opinions about the content and adding additional relevant insights to the discussion. Such a process can help build camaraderie among doctors with common interests who might not have had the chance to build each other’s knowledge otherwise.

Media Outreach to Advance Your Career


If a specific podcast really resonates with you, consider reaching out to the host. Many physicians who host podcasts are relatively accessible. You could pose a question that you want to learn more about, and the host may end up addressing your topic in a future program if it seems like it would be relevant to other listeners too.

You can even become more involved by offering to be a guest on the show if you have an area of expertise that you think the audience would appreciate hearing about. And, if you run a physician centered service or business, you could find a mutually beneficial sponsorship arrangement.

Of course, keep in mind that your attempts to connect might not be successful, especially if the podcast is extremely popular and/or your interests don’t align closely. But podcasts can be an opportunity for you to potentially connect with other physicians if it is the right fit.

Overall, our consumption of information is constantly changing. Using podcasts effectively can help improve your knowledge base and may even help you promote yourself and your professional interests.

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