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A Dozen Ways to Make Your Practice's Reputation Shine Online

Here are key digital marketing tactics that can help you get new patients and expand your practice:

In today’s digital age, healthcare providers must adapt to new ways of attracting and retaining patients. Traditional methods like word-of-mouth referrals and print advertising are no longer sufficient on their own. To grow a practice and stay competitive, health practices need to leverage the best digital strategies.

1. Enhance the User Experience of Your Website

Your website is often the first point of contact potential patients have with your practice. Ensure it is professional, mobile-friendly, user-friendly, and optimized for search engines. For example, your website is easy to navigate. Also, with more people using smartphones to search for healthcare services, your website must be responsive (easy to view on handheld devices without zooming and scrolling horizontally to read the text). Patients are likely to leave a website that takes too long to load or can’t easily be navigated to find what they need. That’s why it’s important that visitors find information about your services, contact details, and appointment booking options effortlessly. This includes speedy page loading. If users must wait to view the page, they will get frustrated and leave. Consider using tools like Google PageSpeed Insights to check and improve your site’s loading speed.

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2. Utilize Geo-Fencing

Geo-fencing is a location-based marketing strategy that allows you to set up virtual boundaries around specific areas, such as your practice or local health-related events. When potential patients enter these boundaries, they receive targeted ads and notifications on their smartphones. This personalized approach can increase foot traffic to your practice by attracting nearby, new patients who may need your services. The fenced areas can include specific neighborhoods, competitor locations, and complimentary businesses.

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3. Make Your Website Visible to Would-be Customers

Pay-Per-Click (PPC) advertising is a highly effective way to increase your practice’s visibility online. By investing in PPC ads on platforms like Google Ads and social media, you can target specific demographics and geographical locations. Craft compelling ad copy that highlights your practice’s unique selling points, such as top-rated care, convenient location, and special promotions. Regularly monitor and optimize your campaigns to ensure you get the best return on investment.

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4. Attract Search Engine Traffic with SEO

Search Engine Optimization (SEO) is crucial for improving your practice’s online visibility. By optimizing your website and content for relevant keywords, you can attract more organic traffic from search engines like Google. Focus on local SEO by including location-specific keywords, optimizing your Google My Business profile, and encouraging satisfied patients to leave positive reviews. High-quality content, user-friendly website design, and fast loading times are also essential for SEO success.

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5. Engage on Social Media

Maintaining an active presence on social media platforms such as Facebook, Instagram, and Twitter is essential for connecting with potential patients. Share engaging content, including health tips, patient testimonials, and updates about your practice. Use social media advertising to reach a broader audience and target specific demographics in your community. Engaging with your followers by responding to comments and messages helps build trust and foster a loyal online community.

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6. Offer Online Appointment Scheduling

In today’s fast-paced world, convenience is key. Offering online appointment scheduling can make it easier for new patients to book with your practice, increasing your patient base. Ensure the process is straightforward and accessible 24/7 through your website and social media profiles. Online scheduling systems can also reduce administrative workload and minimize appointment no-shows.

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7. Create Valuable Content

Creating high-quality, informative content positions your practice as a trusted resource and improves your online visibility. Develop and share blog posts, videos, and infographics about common health concerns, preventive care, and your practice’s specialties. Optimize your content for search engines to attract more organic traffic. Valuable content not only educates potential patients but also encourages them to choose your practice for their healthcare needs.

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8. Implement Email Marketing

Email marketing is a powerful tool to keep your patients informed and engaged. Build an email list and send regular newsletters with health tips, practice news, and special offers. Personalize emails to make potential patients feel valued and encourage them to schedule an appointment. Automated email campaigns can help nurture leads and convert them into loyal patients.

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9. Encourage Patient Reviews

Positive patient reviews can significantly impact your practice’s reputation and attract new patients. Encourage satisfied patients to leave reviews on Google, Yelp, and health-related review sites. Make it easy for patients to leave feedback by providing links to review sites and sending follow-up emails after appointments. Respond to reviews professionally, addressing any concerns promptly to show your commitment to patient satisfaction.

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10. Host Community Events

Hosting community events is an excellent way to showcase your expertise and connect with potential patients. Organize health fairs, free screening events, or informational seminars in your community. These events provide an opportunity to demonstrate your commitment to community health and build trust with potential patients. Promote your events through social media, local media, and partnerships with community organizations.

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11. Collaborate with Local Businesses

Partnering with local businesses and organizations can help you reach new patients and build your practice’s brand. Identify potential partners such as gyms, wellness centers, and community groups. Collaborate on joint events, cross-promotions, and referral programs. For example, offer health talks or special promotions for members of local businesses. Building strong relationships with local businesses can lead to mutual benefits and increased patient referrals.

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12. Comply with HIPPA Online Rules

In Dec 2022, the Office of Civil Rights (OCR) at the Department of Health & Human Services (HHS) put out a statement that the use of third-party online tracking technologies, such as Google Analytics, Google Ad Conversion Tracking, Facebook pixels, etc., that pass along protected health information (PHI) to these third-party vendors, is a violation of HIPAA. The onus of correcting this is in the hands of “covered entities” under HIPAA (which basically is any healthcare provider, health plans, or healthcare clearinghouses). In this regard, HIPAA coverage has been extended to protect any online visitor who visits a healthcare website, not just a patient or a person known to your healthcare organization. If this visitor visits any website pages that contain healthcare conditions, treatments, or provider research, that signal could be included in the website’s URL. The URL with health-specific data, along with the visitor’s IP address or other identifiers, could now point to a past, current, or future health concern of a potentially identifiable individual (PII). This PII, when mapped to a health condition, is PHI and protected under HIPAA

Interestingly, as online web technologies move away from third-party data collection, having a first-party data collection environment is a must for many industries (including e-commerce businesses) that must protect personally identifiable information (PII) to be compliant with GDPR, CCPA, etc. I’d be happy to discuss this use case in greater detail.

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New practice? Empty waiting room? Expanding?

Attracting new patients to your practice in 2024 requires a multifaceted approach that leverages the latest marketing strategies and technologies. By implementing these ten powerful tips—geo-fencing, PPC ads, SEO, social media engagement, online appointment scheduling, valuable content creation, email marketing, patient reviews, community events, and local business collaborations—you can grow your patient base and ensure the success of your practice. Stay proactive, adaptable, and patient-focused to thrive in the ever-evolving healthcare landscape.

When you’re ready to grow the size of your practice but would rather focus on your field rather than figure out how to find new patients using the web, call Luminessee. Our team has been working in interactive media since the web was commercialized in the ’90s, and our founder formerly led the production department, delivering strategic solutions for one of the world’s top three agencies.

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Is your healthcare practice shining bright?