How Healthy is Your Marketing Strategy?

PediatricianIt’s something we all dreaded as a child, the back-to-school physical. Not only did the annual checkup mean summer was coming to an end, but it also marked the beginning of a new school year. This year, thousands of children across the country will visit their pediatrician in hopes of getting an A in health.

For parents, finding the right pediatrician with an all-star reputation, extensive experience and deep knowledge base is like striking gold. In fact, 94 percent of prospective patients said reputation is important in hospital selection. While in the past, parents found their pediatrician through referrals from friends and family, today’s tech-savvy parents are turning to the Internet to find the best doctor in town. This begs the question; does your practice have a healthy online presence?

Today, health-related research is one of the top three online activities in the world. In the United States, over 100 million Americans each year will visit a health-related site like WebMD,, and CNN Health, according to the Content Marketing Institute, while 32 percent of patients use health information sites for research.

Building a strong online presence and establishing your practice as a trusted thought leader will not only drive prospective clients to your practice, but it will also generate revenue. Creating and distributing custom, relative, valuable content to attract, acquire and engage a specific audience is the basis of content marketing.

I know what you’re thinking; where do I start? Creating a blog is a great place to display your knowledge and experience and establish yourself as a thought leader in your respective space while also helping to drive more traffic to your site. Research data states that already 58 percent of healthcare marketers use blogs. Perhaps more importantly, though, 51 percent of patients say they would feel more valued via digital health communication. So what can you blog about? How about your thoughts on whether Shingles is really becoming an epidemic? Or about why bedside manner is more important than ever before? Or the top three tips to keep your children healthy this winter.

The next step is ramping up your social media use. According to research data, 90 percent of adults aged 18-24 said they would trust medical information shared by peers in their social media network, while 41 percent of people said social media would affect their choice of healthcare providers. The odds are your patients are using social media, so what better way to stay connected than through the number of social media platforms available? In fact, one-third of patients used tablets or mobile devices to research or book appointments on a daily basis and 81 percent of people click on a sponsored link when searching for health information.

Deploying a layered marketing strategy is the key to success.  To learn more about how content marketing can help drive revenue to your practice, click here.