Marketing & Hôpital
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L´Humain, facteur X d’une stratégie digitale

L´Humain, facteur X d’une stratégie digitale | Marketing & Hôpital | Scoop.it
On entend souvent que la stratégie digitale est froide et désincarnée. C'est vrai... en théorie.

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How data scientists can convince doctors that AI works

How data scientists can convince doctors that AI works | Marketing & Hôpital | Scoop.it
When it comes to AI systems making diagnoses or reporting findings, it is important to ensure that novel technologies are also
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Nos médicaments seront-ils bientôt imprimés en 3D ?

Nos médicaments seront-ils bientôt imprimés en 3D ? | Marketing & Hôpital | Scoop.it
Des chercheurs proposent une technique innovante d’impression des médicaments. Cette méthode permettrait aux pharmacies ou aux hôpitaux d’imprimer des pilules personnalisées en fonctio

Via NathalieBissotCampos, Rémy TESTON
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E-Santé: 54% des Français seraient favorables à l'utilisation des robots médicaux | Neoproduits

54% des Français sont favorables à l'utilisation de robots médicaux , mais aussi à l'utilisation du numérique pour leur santé.
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Facebook for Healthcare Advertising 

Facebook for Healthcare Advertising  | Marketing & Hôpital | Scoop.it

ccording to Content Marketing Institution, healthcare marketers use social media less often than other marketers. But in the digital age, healthcare providers cannot afford to neglect a presence on social media. Doing so will detrimentally affect your practice and cause you to miss prospective patients.Facebook has quickly become a huge, cost-effective platform for digital advertising. With billions of users worldwide, very few platforms rival the social media giant.

 

Facebook offers advertising options for small and large businesses alike. Over the years, companies reported success in creating a Facebook Business page and utilizing Facebook Ads to bolster their digital presence. While some healthcare professionals may deny the benefits of social media marketing, statistics show otherwise. For instance, approximately 60% of social media users will trust social media posts and activity by doctors over any other group. This high percentage comes as no surprise because many people respect doctors’ medical opinions. As a result, a medical Facebook page’s post will likely increase their reach and engagement when they share their valued and trusted opinions on Facebook.

Still not convinced? Let Premiere Creative’s social media gurus break down the basics of healthcare marketing on Facebook.

Reach Your Target Audience

According to Pew Research Center, 62% of the entire adult population in the United States use Facebook. With so many active Facebook users, your business’s potential to reach your target audience remains high. A presence on Facebook allows doctors to showcase their clinic to ideal patients, even if they aren’t actively searching for information. Once you identify your target audience, you can build Facebook Ads specifically tailored to that audience. Facebook’s targeting capabilities can help ensure those advertisements reach ideal patients. These targeting capabilities use demographics such as age, gender, location, and interests to figure out whom your healthcare company should be attempting to convert into patients.

Connect With Images in Facebook Ads

Attractive, industry-related photos remain a huge factor for increasing your Facebook Ad’s click-through-rate (CTR) and ROI. According to HubSpot, Facebook posts with images see 2.3X more engagement than posts without images. Using emotionally positive images can boost your healthcare advertising. For example, you could use an image of a doctor giving an annual checkup to a smiling patient. This positive emotion can thereby encourage people to click the Facebook Ad. Do not forget to change up your photos and ad creative! This can be a valuable asset to help you test which photos work best for your Facebook Ad.

As you choose your images, make sure they comply with Facebook’s image policy. Images within Facebook Ads cannot contain “before-and-after” images, or images containing unexpected or unlikely results. This means that you cannot imply or attempt to generate a negative self-perception in order to promote diet, weight loss, or other health related products.

Use Videos in Facebook Ads

Similar to photos, adding a video to your Facebook Ad can raise its engagement rate even further. HubSpot reports Facebook users watch an astounding 8 billion videos per day. Videos allow healthcare providers to show prospective clients another side of their business. You can use a video that features your employees, a testimonial, or even a virtual tour of your office to interest prospective clients.

Use Facebook Lead Ads

Specifically for use on mobile devices, Facebook Lead Ads offer users a quick and safe way to sign up for information, offers, and newsletters. Once a Facebook user clicks on your Lead Ad with their mobile device, it takes them to an auto-filled form. They can choose to send the form as is, or for privacy purposes, they can edit the form. After they hit submit, your company will have the prospective client’s information. This option makes collecting contact information easier when you plan on launching an email marketing campaign.

Generate Facebook Reviews

Facebook reviews can truly set your company apart from your competitors. Like Google+ reviews, Facebook users rely on and trust the word of others online. When searching for new healthcare providers, people want to hear about other patients’ experiences with a health care provider before they make initial contact. Thus, generating positive reviews can make your business more attractive on Facebook just as negative reviews can steer potential patients away. Be sure to ask your satisfied patients to help you out by giving you a positive Facebook review!

Beware of Patient Privacy

According to MediaBistro, 23% of healthcare companies do not have a documented security and privacy for social media. This proves problematic as healthcare companies have access to a plethora of personal information. But sharing that information can be in direct violation of HIPAA regulations. Make sure you obtain written permission if you plan on sharing information or a photo of a satisfied patient. Failing to do so can result in possible legal ramifications.


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Les réseaux sociaux en 2017 : les chiffres clés 

Les réseaux sociaux en 2017 : les chiffres clés  | Marketing & Hôpital | Scoop.it
“Les réseaux sociaux sont désormais un maillon incontournable dans la chaine de l'information, mais également de l'économie. L'agence Disko a réalisé une étude pour faire un point d'étape. Les résultats en infographies.”
Via Ozil Conseil, Claude Tran, Pierre Wouters
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Claude Tran's curator insight, July 27, 4:44 PM
Premier enseignement de l’étude, les réseaux sociaux ne sont plus (et depuis longtemps) réservés aux plus jeunes : les 35-49 ans y consacrent en moyenne près de 7 heures, soit seulement 40 minutes de moins que les jeunes adultes. Seul Snapchat conserve la prime à la jeunesse avec 71% d’utilisateurs de moins de 25 ans.Enfin, un chiffre éloquent : un tiers des e-consommateurs visionne une vidéo sur YouTube avant un achat. De quoi inciter les marques e-commerce à investir dans une visibilité réseaux sociaux et vidéo au plus tôt
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La relation soignant-soigné

La relation soignant-soigné | Marketing & Hôpital | Scoop.it
La relation d’aide est un moyen d’accompagner le patient dans son évolution et ses conséquences sur la vie personnelle, familiale, sociale et éventuellemen
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[Etude 2017] Quels réseaux sociaux utilisent les influenceurs français ?

[Etude 2017] Quels réseaux sociaux utilisent les influenceurs français ? | Marketing & Hôpital | Scoop.it
Infographie : les réseaux sociaux préférés des influenceurs français en fonction de leur âge (étude 2017).

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Yohann Miniere's curator insight, May 2, 7:06 AM
Connaitre son audience pour choisir les influenceurs pertinents.
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Le numérique s'installe dans le social -  Gazette Santé Social

Le numérique s'installe dans le social -  Gazette Santé Social | Marketing & Hôpital | Scoop.it
La dématérialisation des services publics est de plus en plus présente dans les métiers de l’action sociale et frappe d’exclusion numérique les populations les plus e
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French Tech : plus de 90 millions d'euros levés par 13 start-up cette semaine

French Tech : plus de 90 millions d'euros levés par 13 start-up cette semaine | Marketing & Hôpital | Scoop.it

Cette semaine, treize start-up de la French Tech ont levé plus de 90 millions d'euros, selon le décompte effectué par la banque d'affaires spécialiste de l'industrie numérique eCap partner .
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Présidentielle 2017 : la campagne vue de l’hôpital Henri-Mondor à Créteil

Présidentielle 2017 : la campagne vue de l’hôpital Henri-Mondor à Créteil | Marketing & Hôpital | Scoop.it
Les quelque 4 000 agents de l'hôpital Henri-Mondor de Créteil (Val-de-Marne) sont en plein doute : à moins de deux mois de l'élection présidentielles, ils avouent ne pas savoir pour qui voter.
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La souffrance ordinaire des étudiants en santé

La souffrance ordinaire des étudiants en santé | Marketing & Hôpital | Scoop.it

Dans un livre, « Omerta à l’hôpital », qui sort ce jeudi 2 mars, plus d’une centaine d’élèves infirmières, aides-soignantes ou d’étudiants en médecine dénoncent les maltraitances vécues durant leur formation.


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Marketing et technologies : savoir composer avec les datas et les interactions

Marketing et technologies : savoir composer avec les datas et les interactions | Marketing & Hôpital | Scoop.it
Dans sa nouvelle étude sur l'utilisation et l'impact des nouvelles technologies sur le marketing en 2017, Marketo révèle que dans l'Hexagone
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I’m A Doctor, Should I Be On Instagram?

I’m A Doctor, Should I Be On Instagram? | Marketing & Hôpital | Scoop.it

With 100 million new users in the last six months and 600 million users overall, Instagram shows no signs of slowing down. This photo and video sharing platform will only continue to grow, giving you 600 million reasons why your practice should join in on this digital marketing gold mine.

If you are looking for new ways to engage with potential and current patients or market to millennials, Instagram is the social network to do it. Having 90% of users under the age of 35, this is a great place toengage with those starting to make their own medical decisions and parents searching for where to take the family.

How to Use Instagram For Your Practice

Posting Pictures
Just because you are a doctor does not mean all your pictures need to be medical related. Instagram is a great way to showcase a “behind the scenes” look at your office, show appreciation to your staff, promote any new services you are offering, let your followers know if you are closed during normal business hours or holidays. By posting pictures regularly, you are allowing people to get a glimpse into your practice without physically being there, giving them one more reason to consider you when choosing a physician.

Hashtags
Before posting pictures it is essential to research what hashtags are most commonly used in your industry. Hashtags are a great way to start a conversation or continue one with your audience. For example, if you are a podiatrist you might use #plantarfaciitis or #heelpain. This way if someone experiencing these ailments is using Instagram to find treatment, theycan easily find you.

Videos
If 2016 proved anything, it is that video is the key to successful digital marketing. This is because videos can be more engaging, authentic, and powerful than just a single picture. Instagram allows 1-minute videos to be posted and recently unveiled a livestreaming video addition to their platform. According to Facebook, Instagram’s parent company, users spend three times longer watching live videos than pre-recorded ones. This does not mean we discourage pre-recorded videos, but we encourage including both.

Videos can be of exercises to regain strength, show range of motion before and after treatment, a tour of your facility, or a Q&A of common questions you get from patients. If patients see you, your demeanor, and professionalism before even stepping foot in your office, it is a motivating factor in choosing a physician.

Engage
Being on social media allows you to engage with patients even if you’re 200 miles away. One of the main goals of providers having an Instagram account is to interact with your followers. Most likely, these will be patients or people whofind you to be an expert in your field and follow you for your expertise. It is suggested you post regularly, from 1-4 times per day for optimal results. And recommended to like and comment on your followers images to keep up interaction. It is super important to remember that if someone direct messages or comments a question on your photo that you answer in a timely fashion.

Analytics
By creating an Instagram for Business account you are able to accurately track the engagement your profile and content are receiving. Instagram Insights allows you to view impressions (the total number of times all your posts have been seen), reach (the number of unique accounts that have seen any of your photos), and profile views (the number of times your profile has been viewed). These insights refresh every week. Your practice will also have a geotag so if a picture is posted there by you or a patient they can use your practice as their location. You can monitor these check ins and if you are tagged in a photo.


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Une quinzaine d'hôpitaux belges auraient vendu des données patients à une multinationale: les réactions se multiplient...

Une quinzaine d'hôpitaux belges auraient vendu des données patients à une multinationale: les réactions se multiplient... | Marketing & Hôpital | Scoop.it

Des hôpitaux auraient vendus des données confidentielles de leurs patients à une multinationale de traitement de l'information médicale, rapportent aujourd’hui Le Soir et De Standaard. Les réactions outragées se multiplient ...


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10 Reasons Why Healthcare Brands Need Social Media - Social Media and Healthcare

10 Reasons Why Healthcare Brands Need Social Media - Social Media and Healthcare | Marketing & Hôpital | Scoop.it
Healthcare brands have started hopping on these social media bandwagons and are already reaping the many benefits. Social Media and Healthcare

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Art Jones's curator insight, October 7, 3:57 PM

Excerpt:

The power of social media is undeniable. We understand the “fear” Pat Quinn speaks of comes from multiple places – but its roots are very simple. A lack of understanding of what social media is and how it’s used often trumps the potential gain Healthcare brands could achieve from actually utilizing it. 

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Why physicians should become active on social media

Why physicians should become active on social media | Marketing & Hôpital | Scoop.it

Understandably, some physicians are resistant to the idea of professionally embracing social media. I truly believe that everyone, can find a way to make these digital platforms work for them. With a unique voice, good content, patience and consistency, your practice’s social media accounts can become valuable assets. Here are a few ways it can pay off:

 Build a Sense of Community

Interacting with patients to the degree we’d like and fostering great doctor-patient relationships that build loyalty simply isn’t possible all the time. A 2016 study that looked at doctors across 26 specialties found that patients spent an average of 13 to 16 minutes with their doctor, per visit. This is not a lot of time to address a patient’s immediate concerns, much less build a relationship. This is where social media comes in. 

Creating a comfortable, safe and educational atmosphere online that showcases your clinical expertise and creates conversations that are relevant to your patients is something that can deliver more face time with the people you serve. Welcoming feedback and supporting peer engagement is a differentiator for your practice and will help you become more relatable. It allows patients to see another side of you. 

The more interesting questions your practice posts, and the more interactive the content it shares, the more likely your social pages will build a following. An active forum with patients who relate to one another (and you) will draw attention to your practice and can boost word-of-mouth referrals.

Share Helpful Information

Social media gives providers a platform to post important clinical information, breaking research and inspiring stories to a larger audience. Using social media to share pertinent or helpful information can improve patient education, enhance symptom management and get patients actively involved in their health. 

 

Giving patients more information and visuals empowers them by decreasing the fear of the unknown. The more knowledge your patients have, the better patients they will be.

Understand your patients better

Social media is a two-way communication model. As a physician, it gives you and your team the opportunity to communicate with your patients, receive valuable feedback and better understand who they are. Patients will be uninhibited when sharing what they like and dislike, because it’s an online forum. Use this to better understand your patients. 

If you use this information to understand the patients you treat, you can build a practice that better meets their needs. This works both ways. Physicians can also use social media to attract the types of patients with certain interests and goals that they are most interested in treating. In this sense, by better understanding an ideal patient group and building a direct channel to reach them, a physician can tailor his or her practice to better reflect his or her own personality, business goals and to meet the market’s needs.

In contemporary healthcare, your practice’s success is dependent on both your skills as a physician and the patient’s perception of your skills. Social media is a tool that can help bridge the gap. 

 


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Digital Revolution’s Impact on Patient Engagement 

Digital Revolution’s Impact on Patient Engagement  | Marketing & Hôpital | Scoop.it

Patient engagement has created a digital revolution in health care communications.

Digital technology gives health care companies, providers and patients unique access to a wealth of information like never before.

Mobile apps, patient portals, social media and many other web-based health care information channels are finding their way into health care communications strategies. Telemedicine is making headway, too.

Keeping abreast of the complex and rapidly evolving health care ecosystem can be daunting and many health care clients are only just beginning to realize the enormous role digital technology can play.

Joel Erb, Padilla’s new digital growth expert, says health care clients increasingly seek digital solutions for more patient engagement, particularly as the industry continues to shift from a fee-for-service model to a pay-for-performance one.

Digital patient engagement is helping improve patient care outcomes and reduce health care costs. To learn more, I sat down with Joel to get his take on the connection and upsurge of digital patient engagement services.

What trends are you seeing for patient and customer engagement?

Patients want more access to not only their health records, but every aspect of the patient journey – from online appointments and direct communication with physicians and tele-visits, to remote monitoring and coaching based on real-time vitals. As we progress forward, interactions will become increasingly virtual.

What are the common challenges that health care clients face in “going digital” to better serve their patients?

The largest barrier in delivering an engaging digital patient experience is integration with electronic medical records (EMR) and the “houses” of patient data. While there is progress, true opportunities will arise when we can build rich applications tied to patient data, without having to rely on the applications created solely by the EMR giants.

HIPAA and PHI requirements, while critical, are often too stringent. While we are seeing governing bodies understand opportunities in digital health, they are struggling to keep pace with advances in technology and the evolution of the patient experience.

The FDA has begun addressing the regulatory burden of mobile apps and digital medical devices, which is a positive sign that the value of technology in health care is being recognized.

Simply implementing an online appointment or bill-pay solution from EMR providers, like EPIC or Cerner, is not enough. These “silver bullet” solutions, while a good step, do not address the unique needs of various patient populations and the digital experience they require.

They demand an integrated approach, where all interactions with a health provider can take place in a single place, without the need to download a different app for each interaction. Health providers must consider the patient experience in conjunction with their brand experience.

What is unique about Padilla’s digital approach to patient-centric solutions?

At Padilla, we start all digital engagements with a problem to be solved; whether it’s low patient appointment generation online, high readmission rates or poor post-discharge therapy adherence.

Once we’ve properly framed the problem space and defined success, we engage with all stakeholders, patients and providers, to design the solution together following a design-thinking mindset.

Through prototyping, testing and iterating on the solution with the actual users before “laying” the first line of code, we can arrive at a digital experience that achieves the goals it’s set out to reach without going over-budget and keeping in-step with desired timelines.

With our experience building HIPAA-compliant applications and a deep understanding of the health industry, we are armed to transform the way health professionals deliver care and improve the quality of care patients experience.

What advice would you offer to prospective health care clients who are seeking to reduce costs and improving outcomes through digital solutions?

Never jump to a solution.

While an app can bring value, without fully understanding the problem and witnessing first-hand how it’s currently being solved, you might outlook more pressing issues that need to be addressed.

Through our Digital Discovery phase, we partner with our clients to uncover the opportunities they never knew existed.

Patients have a choice—and in this digital age—the digital experience can be the difference between someone choosing you or another provider.


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Pour l’égalité femmes-hommes et la mixité des métiers à l’hôpital

Pour l’égalité femmes-hommes et la mixité des métiers à l’hôpital | Marketing & Hôpital | Scoop.it
Peut-on se satisfaire d'un hôpital hyper genré ? Que peuvent faire les cadres dirigeants hospitaliers pour y remédier ? Interview collective de Marie BOYER, Julie CHARTIER, Charlotte CLEMENT, Quentin HUBY, Estelle LUCAS, Marie-Liesse LEFRANC et Louise PIHOUEE, sept élèves directeurs et directrices d'hôpital, sept voix engagées avec force pour l'égalité et la mixité.  Pourquoi avoir…
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" L'hôpital n'est pas une entreprise "

" L'hôpital n'est pas une entreprise " | Marketing & Hôpital | Scoop.it
Le collectif de défense de l'offre de soins en Nord-Deux-Sèvres est venu au soutien des comédiens revendicatifs en lisant un texte au public thouarsais lors de l
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Mabu, un robot pour assister les médecins dans le suivi des patients

Mabu, un robot pour assister les médecins dans le suivi des patients | Marketing & Hôpital | Scoop.it
Catalia Health a conçu un robot chargé de discuter avec les patients en convalescence. Il offre à ces derniers une assistance au quotidien e
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[Vidéo] La poste suisse veut utiliser des drones pour relier deux hôpitaux

[Vidéo] La poste suisse veut utiliser des drones pour relier deux hôpitaux | Marketing & Hôpital | Scoop.it

Comment acheminer rapidement des échantillons pour analyse d'un site hospitalier à un autre ? Par drone, répond la poste suisse qui envisage sérieusement de créer des liaisons de ce type entre deux hôpitaux de Lugano. Des tests sont effectués depuis mi-mars 2017 avec le fabricant de drones Matternet. Swiss Post juge que ce mode de transport pourrait être utilisé régulièrement dès 2018. Découvrez des images de l'expérimentation.
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Les discrètes cagnottes de l'hôpital public

Les discrètes cagnottes de l'hôpital public | Marketing & Hôpital | Scoop.it
Alors que le gouvernement vient d'annoncer une nouvelle baisse des tarifs des actes réalisés dans les établissements publics et privés, des crédits opaques se développent au profit du seul secteur public.
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Santé : le programme d'Emmanuel Macron | www.cnewsmatin.fr

Santé : le programme d'Emmanuel Macron | www.cnewsmatin.fr | Marketing & Hôpital | Scoop.it

«Pilier de notre système de santé», l'hôpital «coûte très cher», a déclaré mard
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Patient experience, mobile health attract investors, but EHRs don't

Patient experience, mobile health attract investors, but EHRs don't | Marketing & Hôpital | Scoop.it
ORLANDO ― Personalized health and wellness are the top areas where investors are placing their money, according to Polina Hanin, academy director at StartUp Health, speaking at Sunday's Venture+ Forum HIMSS17. "It's based on the catalyst of healthcare reform," Hanin said. "We have to put power in patients' hands." Patient and consumer experience brought in $2.8 billion in investments in 2016, with an average deal size of $17 million and areas of focus that include nutrition and fitness as well as de-stigmatizing behavioral health issues.

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Digital Marketing For Doctors – Staying Current in 2017

Digital Marketing For Doctors – Staying Current in 2017 | Marketing & Hôpital | Scoop.it

Are you a doctor looking to expand your practice this year? Digital marketing for doctors allows them to grow their practice without advertising in newspapers, magazines, or the Yellow Pages. Reaching a larger network of patients allows doctors to positively impact the lives of more people while increasing profits. You can take your practice to the next level in 2017 by beginning a digital marketing campaign.

DIGITAL MARKETING FOR DOCTORS

Digital marketing is every aspect of your practice’s web presence that is designed to increase your reach and obtain more clients.  A large part of your digital marketing campaign is building a website. Your practice’s social media presence and periodically written blogs are also integral to a digital marketing campaign. By optimizing your practice’s digital footprint, you can reach more potential patients while strengthening your brand’s reputation.

http://growmypracticeonline.com/wp-content/uploads/2017/01/bigstock-Doctor-using-a-laptop-computer-16555088-1024x683.jpg" alt="Digital Marketing for Dentists">

BUILDING YOUR WEBSITE

The first step in digital marketing for doctors is building a strong website. A website’s design and development go a long way in engaging potential patients and stopping visitors from clicking away from the site. The website should also be easy to navigate. If your website looks professional, potential clients will associate your practice with professionalism.

In 2017, building a website that is functional across all platforms is paramount. With people browsing the internet on their phones and other mobile devices every day, your website must be mobile friendly. If it isn’t, mobile users may find it clunky and unprofessional causing them to leave your site and possibly ended up on your competitor’s site.  

The next step is writing content for your website. Website content includes descriptions of your practice as well as a regularly updated blog. Well written, grammatically correct content portrays your practice as well-informed and competent. Writing informative blogs about your field of practice also gives people another reason to visit your website. Digital marketing for doctors is always more successful with a user-friendly and professional website.

SOCIAL MEDIA

In the digital age, establishing your practice’s social media presence is essential. Social media platforms are important tools in digital marketing for doctors. They assist in driving traffic to your website, as well as in establishing your brand. Social media platforms can notify current and potential patients when a new blog is posted on your website. This increases awareness of your practice and can acquire new patients searching for a doctor. Image-based platforms like Instagram can associate a face with your name, while text-heavy platforms like Twitter can keep patients updated on the content of your website.

SEARCH ENGINE OPTIMIZATION

Once a practice’s website is functional, it needs to reach the maximum number of potential clients. The best way to do this is through search engine optimization, also known as SEO. SEO is the process of maximizing the number of visitors to a particular website by ensuring that the site appears on the first page of search engine results. A skilled digital advertising agency will do thorough research to find search keywords that will drive more traffic to your website. Also, frequently updating a website with new blog posts that incorporate keywords will increase your website’s ranking and help bring it closer to the top of the page.

CHOOSING THE RIGHT AGENCY

If you are a doctor with your own practice, it is likely that you don’t have much time to design the perfect website update content regularly and remain current on social media. This is where digital advertising experts come into the picture. Specialists in digital marketing will have the tools and experience necessary to bring your practice to the next level.

When choosing an agency, it is important to look for accountability, solid communication, and integrity. If you pay for a service, it is necessary to know that you are actually getting what you paid for. Pick an agency that is accountable and clearly shows you every process in your digital marketing campaign. A transparent team of digital marketing experts will provide regular and detailed reports of their service.

You should also choose an agency with an open line of communication. This way you can check up on your campaign, approve its direction, and collaborate if needed. Finally, you should look for an agency with unparalleled integrity. Advertisers should let you know whether or not they can help you reach your goals, and should discontinue service if they are unable to help. Digital marketing for doctors is the most effective when handled by the right team.


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