Here’s What Most People Get Wrong About Medical Marketing

December 3, 2015

Medical marketing has undergone a radical transformation over the past couple of decades. Patients no longer find medical specialists strictly through physician referrals. Those days are long gone.

Nowadays, medical marketing is more about reaching out directly to potential patients and creating resources so they can proactively find your practice. These new methods of advertising are commonly referred to as “direct to consumer” and “inbound marketing,” respectively.

Contemporary Medical Marketing is Multifaceted

Today's elite and cutting-edge medical providers understand that the traditional outbound advertising on TV, radio, newspapers, magazines and other conventional forms of media are not enough. Rather, medical providers must reach patients in subtle and sometimes covert ways.

Inbound marketing tactics like search engine optimization (SEO), regularly updated social media content, e-mail newsletters and frequent blog posts can actually lure potential patients in with very little effort. Website visitors will stumble upon your practice through their own online research – you just have to know what they’re searching for (keyword terms) and how to get in front of them (prime placement on Google). In a nutshell, modern day medical marketing requires a comprehensive multifaceted approach in order to reach all potential audiences.

Focus on Search Engine Optimization

Nowadays, individuals in need of medical devices or services tend to conduct preliminary research online. They head to Google, Bing, Yahoo! or another search engine and type in the product/service they need. Most people then scroll down through the first page of results to find potential medical service providers. You can position your company's website on the first or second page of online search results by enhancing your search engine optimization, commonly referred to with the acronym of SEO. Focus on creating quality content that contains important keywords relevant to the medical industry and the services/devices offered by your practice.


Do not hesitate to pay for pay-per-click (PPC) advertisements, another form of direct to consumer online marketing. Your practice’s ads will be placed on Google’s top search results pages, based on your target keywords. You only pay for the number of clicks that the ad receives, proving to be an incredibly valuable patient recruiting tool. The benefits of these ads is brand placement and heightened patient awareness. Implement a strategically placed PPC campaign and you'll undoubtedly enjoy an influx of new patients.

Social Media Will Prove Vital to Your Practice's Success

Facebook, Twitter and other social media platforms aren't strictly for social butterflies and celebrities. On the contrary, a regular stream of social media posts will expand your practice's online footprint. As long as you post informative content aimed at helping patients, your social media accounts will generate a considerable following, consistent Facebook “shares” and Twitter “re-tweets.”

Medical Marketing is Not Strictly About Quantity

Do not make the mistake of overloading the Internet with poor content. Prospective patients are more interested in reading or watching meaningful, high-quality content that provides valuable insight. Sure, it takes time to create informative videos, blog content, social media posts and e-mails. However, this work does not have to all be done in-house. There are tens of thousands of online freelance writers available at affordable prices. These skilled individuals can create engaging online content that piques the interest of potential patients. Or you can hire a digital agency like docero to handle the strategic digital marketing plan and implementation for your practice.

The bottom line is that patients who genuinely connect with your ads, website and social media posts will be much more likely to schedule an appointment with you.

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