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In-Depth Medical Marketing for Local Practices

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What’s on the Internet is, in the eyes of the consumer, what is real. Businesses have had to adapt as the Web matured and became a one stop source for information — the healthcare industry is no exception. Medical medical marketingmedia marketing bends to trending shifts all of the time, but the current style actively reinforces the importance of local marketing. Here are a few ways for your medical practice, dentist’s office, chiropractor business, or dermatological consulting firm can utilize easy and affordable Web tools to intensify local exposure:

Foot in the Door Marketing

The first step in any campaign is to create a website. This is understandable and accepted in virtually every industry out there. The key, however, is to make sure that a website is mobile friendly. As smartphones become more accessible and affordable, people are beginning to search for things through Androids, Apple devices, and Windows phones. The interesting thing about mobile is that it emphasizes location-based searches, but more on this later. For now, all you need to know is that most consumers hate websites that aren’t mobile ready. Why?

  • Mobile users want easy information. Zooming and scrolling through tiny text and dozens of links is a time sink.
  • Smartphone search queries are usually done “on the run,” and users have no problem with backing out of a non-mobile site to click the next link.
  • Current consumers expect nothing less from businesses.
  • Two-thirds of Google searchers count on local searches.

Local Optimization

One of the best ways to successfully pull off medical media marketing is to optimize your company’s local listings. Google Places is the place to start. This business-based directory allows you to put your company on the map right from the Places dashboard. You can add NAP info (name, address, clickable phone number), hours of operation, images, and business descriptions to these listings. Places allows users to locate businesses through Google Maps and identify them through searches. Companies can also launch an AdWords campaign through this platform and optimize keywords.

Keywords are important for almost every search. Without them, a company is as good as invisible. In terms of medical media marketing, practices typically know what keywords will work best across various directories. It’s important to keep them consistent on listings and websites in order to optimize page rankings, too.

You should also create a Google+ Local page for your company. These business-friendly profiles are similar to other social media platforms. In the same respect to “followers” and “friends” on Twitter and Facebook, people can join into a company’s circle to see what’s new and connect with the practice. Every level of exposure is important for local businesses to pop up on search results. Also, you should encourage clients to leave reviews on Places and Local, which leads us to the next order of business…

Yelp

Claim your Yelp listing immediately. Yelp is the most popular ranking and review site out there, and Google loves to pull customer feedback off of Yelp to throw into map results. Like with your Google listings, make sure to fill out all of the information while creating your profile. Add in photos, contact info, and encourage clients to post reviews. You can do this by physically promoting Yelp in your business, add in review links to email signatures and your website, and ask people to check-in to your business on Foursquare to leave a review. Like on Google, use strong keywords that accurately depict your practice that have a high search rating.

Local Exposure

You should also add in your NAP info into every Web directory out there. This includes local phone books, Foursquare, Best of the Web, Bing, Yahoo, and medically-related listing services. Often, people in cities find businesses based on how well the company is tied into the town’s name. Local exposure through newspapers, online press releases, municipal blogs, and other social media helps increase exposure overall. Remember: Medical media marketing and generating local relevance isn’t a sprint — it’s a marathon.

Photo by: Juan Rojo

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This article was written by Zsolt Bicskey

Zsolt’s professional background includes work with many companies throughout his native country, donning the mantles of CEO, HR and IT professional, and more.Currently his major focus is on: corporate social media marketing, lead generation, local search optimization, video marketing and mobile marketing.

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