How to do Medical Marketing correctly and attract more patients to your clinic – WAU
To do medical marketing you need to be aware of both the public and legal limitations. Want to do medical marketing without error? Check out this post!
It is not new that the current consumer is much more demanding and attuned than in the past. In addition, people are also more concerned with health in general.
Because of this, Google has become the first option when it comes to researching symptoms and finding experts well evaluated by others on the web.
This opens up a great opportunity for doctors to get attract more patients and retain them through well-designed Marketing strategies.
But, is it really worth investing in medical marketing or is the referral model already used enough? What are the means to do this? What can and cannot you do?
See the answer to these and other questions in this handy guide!
In this article you will learn:
Why medical marketing is worth investing in
For many, the good old word of mouth seems to work very well, not to mention the health insurance catalogs that provide contact with partner doctors and guarantee a good number of consultations.
But, is that why it is worth dismissing medical marketing right away? Certainly not! But it is necessary to look beyond the obvious, in this case. As well?
The goal here is not just to get more patients, but help more people. This happens in two ways.
First, by producing relevant content, it can help many people seek information and help directly with a professional, even if it is not you.
Second, well-done marketing creates a closer relationship with the public, that is, with your patients. Thus, they will have more confidence in their work and will react better to the treatments and solutions prescribed.
And, of course, in addition to all this, you will get more patients, you will position yourself as an authority in your area of expertise and, because of that, you will be able to find even better professional opportunities.
How to do medical marketing successfully
In every marketing strategy, it is necessary to follow some basic steps, fundamental to success.
Here’s what you need to do to put together a solid plan without deviating from the focus of what is most important, your practice of medicine:
Define your goals
There are several different goals that you can pursue with your marketing program, and we’ve even mentioned them here briefly.
But look again, more clearly, at some goals you can set:
- Conquer more patients;
- Loyalty to current patients;
- Position yourself as an authority in a particular area of health or type of treatment;
- Educate society about the importance of certain activities or the dangers of a specific disease.
No matter what your goals are, they will define the actions for the rest of the planning.
Choose your strategies
There are many marketing strategies available, so trying everything at once can be a very confusing and ineffective way.
The best way out is understand what each strategy involves, be it Digital or traditional Marketing, and choose the ones that make the most sense for you.
Later in this article we will give you some tips on this, so keep reading!
Search for qualified partners
Just as you needed a long time studying medicine to care for patients, it is important to look for people who have studied to work with marketing.
In addition, a marketing strategy takes time, and you couldn’t devote yourself to it without wasting a lot of time treating patients.
Therefore, choose qualified partners to put together a marketing plan, according to the strategies you decide to adopt.
Finally, it is important to monitor the progress of each tactic applied in marketing to see if it is having an effect or not.
In some cases, changes may be necessary to achieve the goals you have set.
4 accurate strategies for medical marketing
Marketing – especially digital – has a huge variety of strategies to pay back.
But which ones fit well in medical marketing? We separated only 4 to help you get off to a good start, both online and in the traditional way. See what they are:
Content marketing is one of the main ways to attract people today, because it has a very high return on investment.
Through content that is relevant to the type of person you want to reach, it will be possible to get the attention of your target audience and really help them.
Email marketing is a great tool to cultivate the interest of those who have already shown interest in your content.
Through a newsletter, you can retain the public and help them in an even more personalized way, with information according to their interests.
If you still have questions, there are at least 20 reasons to use email marketing!
Site ready for conversion
A well-designed and conversion-ready website should be one of your priorities when investing in medical marketing. Why?
Unlike social networks, you can make use of the website to attract patients, so it is important to optimize this channel to the maximum. How?
Responsive design, that is, a website prepared to be used even on mobile devices, is one way. In addition, there are many other ways to optimize a website for conversion.
A very clear and aesthetically pleasing visual identity is important for the public to easily recognize that it is your office.
How to use social networks in medical marketing
Social networks are also part of the range of options to work your marketing well, but there are so many networks that we decided to talk about each one separately.
In addition, it is important to remember that some practices normally used by companies on social networks are not allowed in medical marketing.
So see what you need to be aware of and how to use the most that these tools offer without violating any laws:
First of all, it is important that you avoid creating a personal profile for your medical practice. Instead, it is appropriate to use the proprietary brand and business resource called fanpage.
This type of page offers many more resources for you to cultivate a close relationship with your patients, share relevant content and even choose the type of audience that should receive your posts.
Twitter is a dynamic social network, in which users share short messages, up to 140 characters, and is one of the main vehicles for transmitting news and news live.
Some ways to use Twitter well include sharing relevant health links, sending alerts from health agencies and highlighting the benefits of certain prevention practices, for example.
Instagram has grown so much in reach that it is impossible to ignore its use also in medical marketing. But how can it be used?
This network is more focused on short photos and videos, and has a light and fun tone. So, it is important not to take a tone too serious when using it.
A good idea is to highlight photos and videos that highlight curiosities and important facts about different diseases and treatments. Try to use high quality images that will attract followers.
LinkedIn is a social network with a professional purpose, that is, you can connect with both your patients and professional colleagues.
Therefore, in addition to being a marketing channel, this network is also a good place to networking and promoting your personal brand.
Also use LinkedIn to expose articles published in medical journals, show your training and professional history.
Some specific social networks, aimed at the medical community or to promote and facilitate the relationship between doctors and patients, are also relevant.
Some of these networks include:
- iMeds: Exclusive for doctors with up-to-date CRM, medical professors and students at institutions recognized by MEC;
- Ology: Another network exclusively for doctors, has several useful resources for everyday life, and can help in the search for valid medical marketing strategies.
It is true that Whatsapp is not really a social network, but it is an excellent communication tool that can be used to offer personalized care to patients.
6 mistakes to avoid in your marketing strategy
The practice of medical marketing is regulated by the Federal Council of Medicine, and it cannot simply follow what other industries do without problems. It is essential to know how to do medical marketing ethically.
The following 6 errors need to be avoided at all costs, to prevent disclosure from becoming a headache:
Advertise a specialty you don’t own
In addition to being unethical, it is absolutely prohibited by the Federal Council of Medicine to advertise a specialty that you do not have to treat patients.
This is prohibited even indirectly, perhaps because it suggests that it treats certain organs or serves patients with certain diseases.
This type of disclosure should be made only by properly qualified professionals in areas and functions recognized by CFM.
Having your name involved in false advertising
This point is quite obvious for any self-respecting brand, but in medical marketing it has even more serious implications.
The concept of misleading advertising is very broad, so you should take extra care about what kind of brands and products you are going to associate your name and the image of your office with.
After all, it doesn’t matter if the false advertising initiative was yours, the responsibility is the same just for allowing be mentioned in promotions like that.
Advertising equipment as a way to show superior capacity
Perhaps you have made a huge investment in high quality appliances for your office, while you know that others are nowhere near as good a structure.
Your first idea could be to promote this equipment as a differential, right? It turns out that this is not allowed by CFM.
A good way to indicate that you have the necessary structure would be to indicate the importance of this equipment in diagnostics and treatments through relevant content, such as blog posts addressing the subject.
View patient photos
Showing pictures of patients, either in the form of famous and selfies or in comparisons of the type “Before and After” is also a practice that goes against the regulation of medical marketing.
And in case you’re wondering, even if you have the patients’ permission this is still prohibited.
The idea is that patients should not be exposed in order to promote a professional, other means can be used for this.
Publicly disclose information that alarms society
A doctor could divulge information that causes great alarm to society, such as the threat of a new epidemic, in order to gain the credibility and respect of the population.
But, even if the information is scientifically proven, the correct procedure would be to urgently file the reason for concern with the competent authorities.
Consult, diagnose or prescribe remotely
We quote here how to use social networks for the practice of medical marketing, but it is essential to keep in mind that none of these channels should be used to actually practice medical practice.
That is, although they serve as channels of communication and rapprochement with patients and other stakeholders, you cannot perform diagnostics or consultations using Whatsapp, for example.
Nothing replaces personal interaction with the patient, in an adequate environment and with the proper equipment for more detailed exams.
For a complete list of medical marketing restrictions and rules, see the medical advertising manual.
One thing is certain: well-done medical marketing is of great relevance to a successful practice. The door that the internet offers for business could not leave the health area out, and whoever invests in it will probably win many patients. Liked? Ready to start? A good example of medical marketing that we like a lot here at WAU is the blog Dermatologia Capilar, by Dr. Amanda Gomes.
If you want, you can learn the first steps of a successful strategy with the help of our comprehensive guide: