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Marketing Your Practice Online

Your Website

 

Why You Need It

  • Build confidence
  • Control the message
  • Provide information

Consider

  • Who will build it
  • How it will look
  • Is it mobile-friendly
  • Privacy and patient information
  • Include trust building content

Avoid

  • Needless complexity
  • Failing to update regularly
  • Doing it yourself without experience
 

Search Engine Optimisation

 

Why You Need It

  • Only the first page gets attention
  • Competition is fierce
  • Humans and robots need to find you

Consider

  • How long it takes, not instant (3-6 months)
  • Off-page optimisation
  • On-page optimisation
  • Google Analytics to see progress
  • Other SEO approaches (including Reviews)

Avoid

  • Black Hat (unethical) SEO tactics
  • Thin un-constructed content
  • Content plagiarism
 

Social Media

 

Why You Need It

  • Establish trust
  • Enhance customer service
  • Increase referrals
  • Drive traffic to your website

Consider

  • Detailed content writing included
  • Build your promise & brand
  • Who are you targeting
  • How often to post
  • What to post

Avoid

  • Posting inconsistently
  • Over-posting & appearing spammy
  • Unbalanced community management
 

AdWords or Pay-Per-Click

 

Why You Need It

  • Build awareness
  • Increase your geographic reach
  • Track patient leads and ROI

Consider

  • Keyword research tools
  • Identify your target audience
  • Negative keywords
  • Maintaining your quality score
  • Piggyback tactics on people, places & events

Avoid

  • Out of control spending
  • Breaking Adwords rules
  • Inaccurate landing pages