In every great optimized medical Web site, there will be a well written title. Take a look at the top of this browser window. The title of this page starts with SEO Marketing for Physicians. Those keywords are important to this particular page. What keywords the Web page is targeting should […]
In the previous Marketing for Physicians blog posting I shared briefly about the importance of keyword research. Before rushing into search engine optimization strategies for your own physician Web site, take a look at what your competition is doing. Why are the top ten Web sites the first on the list? What […]
Once a physician decides what the most logical services are to promote on his or her medical practice Web site, it’s their challenge to optimize the site for specific keywords that consumers will use to search for the services. The first step for this physician search engine optimization strategy is to do simple targeted […]
Physicians who market services both on a national and local level need to have a search engine optimization (SEO) strategy in their overall online medical marketing plan. Optimizing a medical practice web site is not simply creating a user friendly environment for people who go directly to your web site. SEO referrers to […]
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A promotional piece with a grandiose list of office services is really a personal love letter to the physician–a tribute to the many years of education and training. Many physicians edit advertising copy with this attitude. And that’s why most medical advertising does not get noticed. Take the following examples:
The bad copy example states Smith Dentistry has receptionists always ready to take calls. What does that really do for the potential customer? Not much. It’s a given that a dental office has people to take appointment calls. The benefit example demonstrates the value of the feature to the customer. Change this feature-rich ad line:
The value of having someone always at the phone is that the patient is never on hold, or the appointment is the same or next day, or whatever the patient really cares about when it comes to getting in quickly.
Here’s one more example of features versus benefits:
Change this feature-rich copy line to….
Tobias @ May 7, 2008
Every health care marketing expert post tells you to advertise even in economic down turns. That’s fine and dandy until the reality of advertising costs hit when fewer dollars are coming in to the coffers. Here are a few ideas I recently shared with a practice who wanting to advertise on a very limited budget:
1. Write a press release and submit it to the local newspaper.
2. Give free health screenings to a community center and invite a local reporter.
3. Write an article about a pertinent health topic and submit to the local newspaper.
4. Set up a tent outside your office and offer free screenings.
5. Create a robust referral program with your existing patients.
6. Write consistent blog posts (make sure your blog is search engine optimized ready).
Have you tried other free health care marketing techniques? Let me know about them…throw me a comment or two.
Tobias @ May 5, 2008
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Tobias @ May 1, 2008