As the competition gets more and more creative, you are faced with the choice of getting left behind or finding ways to keep up. With a proper marketing strategy, you can figure out what you need to stay ahead while keeping your patient’s needs a priority.
If you let us, we can take you to the next level by creating a tailored marketing strategy for your brand. For example, based on your goals and our market analysis, we can create webinars that aid you in being more than just a clinic. These webinars present current and potential patients with valuable information – showing them that you are more than just a clinic for when they need a doctor.
What Is the Difference Between SEO & SEM?
Search optimisation is an essential marketing strategy that enables patients to find your clinic’s website. Search Engine Optimisation (SEO) and Search Engine Marketing (SEM) are two ways to attract attention, boost search visibility, and drive website traffic. And, in turn, increase conversions from users to patients.
SEO and SEM’s main difference is that SEO focuses on optimising your website to get traffic from organic search results. In contrast, SEM gets visibility and traffic from paid search results via pay-per-click (PPC).
In SEO, search engines assess a website’s content (keywords, tags, and link titles) and rank its capacity to attract organic traffic. Meanwhile, SEM uses paid tactics, such as setting up and optimising ads, to gain visibility in search engine results pages (SERPs).
How Do They Affect One Another?
Using a strategic combination of SEO and SEM can increase your visibility in the long term. When done correctly, both strategies can complement each other well.
Both SEO and SEM rely heavily on keywords to drive relevant and quality traffic to your website. When people use search engines to find something they are looking for, they will get to it either through organic results or paid results.
Essentially, SEO helps you earn traffic through unpaid or free listings, while SEM gets traffic through targeted ads that you pay for.
Should I Be Focusing on Paid Searches or Organic Searches?
You can benefit from using either organic searches or paid searches in your online marketing strategy. Both feature unique advantages depending on your marketing goals and objectives.
For instance, you can focus on paid search if you want to promote a new website. Although it can take a while for SEO rankings to become established, it is also essential to have an SEO-friendly site during this process.
In comparison, using organic searches may provide high-quality traffic and improve conversion rates of an existing website. The overall average percentage of conversion rates from organic traffic is roughly 16%.
How Should You Be Using SEO in Your Clinic’s Marketing Strategy?
Since you will be competing with other healthcare websites, SEO is a crucial marketing strategy that helps you develop your online presence. This strategy enables you to connect with your prospective patients.
It is essential to make your website mobile-friendly as most people browse the internet with their smartphones or tablets. As of 2020, the number of global smartphone users is 3.6 billion.
Your website should be constantly updated with relevant and helpful information for your visitors. Having an optimised site loading speed is another way to improve the user’s experience.
Performing SEO techniques on your website allows you to appear organically on search engines. These SEO efforts (on-page SEO) include optimising the pages, title tags, meta descriptions, and integrating the right medical keywords.
How Should You Be Using SEM in Your Clinic’s Marketing Strategy?
Once you have developed an online presence, your goal is to increase your website traffic further through SEM or paid advertising.
The SEM technique allows you to bid on keywords that users are likely to type into a search engine when looking for clinics online. When people search using the keywords you bid on; your ad will show above the organic search results.
You can also employ the following SEM strategies to improve results without adding to your costs:
- Optimise and build high-quality landing pages. The content should be informative, relevant, and digestible.
- Look for an optimal position to bid instead of bidding for the top spot.
- Identify and target the right keywords to drive inquiries.
- Establish an accurate tracking, high-level metrics, and analytics strategy to determine campaign efficiency.
- Ensure that your website is mobile-friendly and loads fast.
SEO is a fundamental component of a good SEM. When you have an SEO-friendly website and targeted ads with the right keywords, you have a greater chance of appearing at the top of paid searches. As a result, you will find more users visiting your clinic’s website.
How Can Google My Business Improve My Clinic’s Marketing Strategy?
Being the worldwide search engine of choice, it pays to rank on Google. You can perform local SEO campaigns, such as creating a Google My Business page to increase your online visibility.
Google My Business listing provides internet users with essential information about your clinic’s business hours, contact numbers, website URL, patient reviews, etc. Showcasing your clinic on local map searches also helps you reach out to potential patients in your area.
Additionally, Google My Business gathers insights on how your patients are arriving on your website. These insights and signals from Google My Business play a significant role in local SEO strategies.
How Is Social Media Marketing Important for Your Marketing Strategy?
Like SEO and SEM, social media marketing is a vital part of your digital marketing strategy. Some of the most popular social media sites include Facebook, Twitter, Instagram, and YouTube. These platforms present an opportunity to drive awareness, connect, and engage with your potential patients.
Whether you are starting a new clinic or aiming to expand your reach, social media marketing is a beneficial strategy. It drives awareness so that potential patients can check out your clinic.
For instance, you can share valuable and relevant content regarding the types of services you offer. By using proper social media marketing strategies and campaigns, more people will become aware of your clinic.
Social media marketing also allows you to connect and build relationships with your patients. Through communication, you can learn more about your patients’ needs and motivations to understand them even better.
On the other hand, patients will not only trust you with the service you offer, but they will also get to know your clinic on a much deeper level.
You can engage with patients on social media platforms by educating them, sharing your advice, responding to their comments, and answering their queries. By doing so, patients will trust your clinic and will keep visiting your site.
What Are the MOH Guidelines for Marketing Your Clinic and How Do I Know if I Am HCSA Compliant?
In Singapore, medical clinics are required to follow the Ministry of Health’s advertising guidelines (MOH). In essence, to know if you are Healthcare Services Act (HCSA) compliant, you must ensure that your advertisement does not include the following:
- Laudatory terms
- Before and after photos
- Testimonials or endorsements
- Misleading messages
- Discounts or promotions
However, should you want more information on MOH Guidelines, you can find them here.