Leads Vs Traffic: There’s A Difference
There are plenty of medical marketing agencies in Sydney that will offer you lots of new traffic to your website or social pages. But traffic doesn’t necessarily translate into new patients unless those users make contact with you.
In order for that to happen you need to cast a smaller but more targeted net to find potential patients that respond to your brand promise.
At Mediboost we specialise in increasing new patient calls by sending you targeted leads from your marketing campaigns.
How Does It Work?
Every potential patient is online and filtering what they see according to different criteria:
- What problem do I have?
- How can I treat this problem?
- Who is the best provider for my treatment?
- How much will it cost me?
What Is Content Generation And Marketing?
The majority of patients out there have not attended medical school. They are lay people with day jobs and other areas of interest. They don’t know about pathology or anatomy. They need to be educated.
Building a relationship based on trust
Educating patients is a very effective way to garner trust because you create a relationship with them when you pass on knowledge and information. Patients are more likely to consult with practitioners they trust. And, very often, if you can help them answer question number one above, they will come back to you to have the rest of the set answered.
Through content generation a medical practice can provide important information about medical conditions, their treatments, side effects, risk factors and so much more – a lot more than the average person would know.
Coming up with effective medical marketing strategies for your content requires research into what your target audience wants to know about. It is a patient-centric approach to marketing through information. The content you create needs to be attached to the queries that your potential patients have, premeditate their questions, and provide the answers.
Why Do I Need Content Marketing?
The Sydney medical industry is highly competitive and there are plenty of providers offering similar services and products. This means that your target audience won’t necessarily know about you, unless you create the right signals.
And more often than not, the best signal you can put out there is showing up on the first results page when a patient searches for an answer.
Search engine marketing
Search engine marketing or search engine optimisation is the practice of optimising your website to appear in search results. Mediboost specialises in effective medical marketing strategies that employ SEO, to get our client’s websites to the first page of Google.
- Firstly you need to have content that matches the user’s query.
- And secondly your content needs to be structured in such a way that it connects the user to your website when they’re searching.
You may be a general practice offering an umbrella of different services that, you would assume, everyone understands when they refer to general practitioners.
But, if you want your site to appear for searches related to pathology tests or immunisations you can’t expect the search engine to know that’s what you offer if you haven’t been that specific in your content development or optimisation process.
You have to point the search engine to that content on your website, following a formula and meeting specific requirements. When that user lands on that page of your website it can’t be generic either: that user must land on a page dedicated to vaccinations or blood tests in order to want to make contact with you.
Let that sink in for a second. A patient will only get in touch with you if
- You offer what they need
- You can show them you are specialised or proficient in this
- Your website design and sales funnel are created to get that user to contact you.
That’s right. It’s not enough to serve the information and expect the patient to get in touch. Or to send the user to a home page and expect the person to scroll until they find that service. Or be in their neighbourhood and expect them to know. The user needs to be prompted and shown where to click or how to call you in order to complete the process.
Targeted Content Attracts Targeted Leads
Winning a new patient requires that you give them a little something for free. Sometimes it is information, sometimes it could be a new patient promotion or discount program. It is part of the new way of doing public relations and creates an impression of your practice, what you stand for and what you value.
At Mediboost we can assist you with effective marketing strategies that attract your target audience.
Targeted Google Ads are another way to accelerate referrals from new patients. Because you can bid on the position and placement of your ad it is possible to get your brand to the top of the first page of results.
Over time you would probably want to reduce your reliance on Google Ads so you can lower your budget, and replace it with organic traffic so that you aren’t paying for every click. In terms of turning leads around however, it is a highly effective strategy.
Have questions about medical marketing in Sydney and how we could work together? We’d love to develop marketing strategies for new patient calls for you. Please get in touch and let’s chat. Call us on 1300 163 058 today.