How would you like to get more leads for your practice–without spending thousands on ads? The promises of SEO are exciting, but there’s a lot that goes into leveraging this important marketing strategy successfully. What you’re learning about online marketing makes sense until you realize that not all industries can use the same marketing approach.
If you’ve done your research, then you know the truth: the most complicated form of search engine optimization is medical SEO. You have to provide incredibly reliable and trustworthy content while still making a good first impression online.
The internet is an effective tool for generating new leads, but the medical industry is sensitive and tightly-regulated because it can mean the difference between life and death, sickness and health. One word said in the wrong way can be misinterpreted and could potentially hurt someone.
The solution is medical SEO. Standard SEO practices aren’t going to help much, because your strategies need to be industry-specific. Let’s take a look at why medical SEO differs so much, and why you absolutely need to master these strategies. You’re running a serious business, and your prospective patients have to understand that from the start.
The Target Audience—What Marketers Know that You Don’t
Medical SEO is different because of the people you have to reach. Whether you’re a plastic surgeon or a pediatrician, your ideal patients have very specific needs and concerns. It’s important to dig deep and understand those needs by thinking about the patients you already have and the kinds of questions and concerns they bring to you.
Once you’ve defined your audience, you can start to “target” them. Targeting is a tactic that marketing agencies use to isolate a specific group of leads—in order to create the perfect message just for them. The following are areas where the medical needs of patients could change your SEO tactics:
Search engine optimization only works when the words you use in your content align with the words and questions that your leads are typing into search engines. Presenting your brand as the solution that people are seeking is our core recipe for success. To get more leads, we have to be honest about what people ask and the kind of language they use when looking for a new doctor.
– Specific Solutions:
Think of all the times that you’ve found solutions to problems that you didn’t have, but the product or service was still worth buying. As a medical provider, your marketing needs to be different, offering specific solutions to known problems. Since the leads that will visit your office are likely to have similar and highly specific issues and concerns, your marketing needs to have a narrow and specific focus.
– Overcoming The Challenge of Medical Terminology:
When it comes to medical marketing, especially with SEO, you have to get over a huge communication barrier. This challenge is one that all medical practices face. People who are looking for medical help use different words than medical professionals, leading to a disconnect in the messaging and keywords used for SEO
Your patients might not know how to describe their problems or what they need. You need to build a bridge for them and explain what you offer without the industry-specific jargon and technical terms. You have to be willing to meet your leads more than halfway to get a strong commitment.
The Things That You’ll Inevitably Overlook
Medical SEO is challenging because it has to simplify the complex services that doctors provide so the average person can understand them.
The fact is that you’re a medical specialist, and probably not a marketing expert. If you invested your education into online marketing and SEO, you’d have all the tools you need for promoting your brand online. But as a busy medical professional, that’s not the best use of your time. Breaking down the communication barrier can be difficult, especially if you’re used to solely using medical terms.
Here are just a few examples to reveal just how big the communication barrier is between physicians and their patients. How many prospective patients will know these medical terms?
– *Horripilation: Goosebumps are about as common as a cold breeze or a horror movie in the theaters. But if you spoke about chronic horripilation, very few people, other than medical professionals, would know what you were talking about.
– *Lacrimation: Tears can come to our eyes for many reasons. Allergies, a strong wind, and even onions can cause our tear ducts to overflow. These symptoms are well-known to your readers, but “lacrimation” won’t help them understand your message.
– *Transient Diaphragmatic Spasms: Some of us get the “wind knocked out of us” by playing sports. This condition could also be a chronic issue, but how would you tell your reader about it? How would they know what you’re talking about?
For effective medical SEO, you have to provide leads with the information they need, using terms they understand. That’s sometimes challenging!
You Need SEO for Your Medical Office—It’s Now a Skill of Mastery
When it’s all said and done, marketing agencies are equipped to take over and help you see real results without taking up your time that could be spent on your patients. Search engine optimization is simple in how it works and why. The complexities come from market competition. Your attempt to generate more leads from the web puts you up against others in your industry with the same objective as you.
Hiring an agency can give you a great competitive edge by:
– Covering Pain Points Without Scaring People:
An experienced agency can analyze your practice and determine your best approach to the consumer. Health and medicine are sensitive topics that can be easily mishandled.
– Maintaining a Sense of Privacy
Knowing how to make your readers feel at ease through content is a skill that takes time to master. Your leads have to feel comfortable in trusting you with their sensitive health information, and first impressions online matter.
Digital Medical Marketing—The Final Touches with Technical SEO
Let’s not forget that, apart from the specialty of medicine, SEO is its own industry, which relies on in-depth tools that take time to master. Our plastic surgery and medical SEO specialist can accommodate your needs and help you attract more leads to your office without the headaches. Contact Surgeon’s Advisor today to get started!