Professionals offering their services to a certain target market, including doctors and healthcare workers, need to promote what they can offer to ensure that patients who need them will know where to find them. However, in Australia, medical professionals need to adhere to strict laws in terms of advertising their services. According to the Australian Health Practitioner Regulation Agency (APHRA), this is to ensure that the public will be able to make more informed health decisions with the right information.
In line with this, some of the guidelines that encompass advertisements in the medical field prohibit the promotion of false, misleading, or deceptive. Offering gifts or discounts to influence the patients to use a particular medical service is also not allowed. Fortunately, there are still numerous ways in how Australian doctors can reach patients who will benefit most from their services, and below are only some of these effective medical marketing strategies.
Use a Consistent Branding
One of the most effective marketing strategies that you can implement to promote your services as a doctor is to use consistent branding. This entails the need for you to figure out what your brand is about or what it is that only you in the healthcare industry can offer. For instance, it can be the way that you treat patients or a family-friendly clinic. When you know what sets you apart, you will be able to best represent it in your marketing materials.
Build a Website
Since people are now relying on the online world in search of any product or information, perhaps this is the best time for you to build a website that will help your potential patients find you. To ensure that your website will be an effective medical marketing tool, you need to ensure that it is intuitive and responsive. This means that your site visitors should not have a hard time finding the information that they need from your sites, such as your area of expertise, as well as your contact details and the location of your clinic.
Apart from being intuitive, your website should also be responsive, which means that it should be able to adjust to any screen size. As a result, the visitors of your site will be able to understand the information you are presenting, regardless of the device that they are using. Also, keep in mind to optimize the page loading speed of your site because most web users tend to be impatient.
Leverage SEO Techniques
Alongside having a website that patients needing your service can refer to, it is also a good idea to leverage SEO techniques to ensure that your website lands on the first page of search engine results. When your page immediately appears on the top when patients search for Australian doctors specializing in your area, then it is most likely that they will get in touch with you because your site was listed by the search engine as one of the most relevant sites.
Consider Content Marketing
As a doctor, it will prove to be beneficial for people needing your services to get to know firsthand information that can help them with their medical condition. This is where content marketing comes in because in producing text information that provides them with valuable information, you will be able to establish your knowledge and authority in your field. Because of this, there is a greater chance for these patients to come to find you.
However, not only do people have the patience to read through long texts, which is why infographics, as well as video content, is also a good idea. This is where you can explain some of the most common symptoms of the ailments that you are treating, as well as the first aid treatment that they can do before they come to see you. Because of the relevant information that you provide for people, content marketing is considered to be one of the most effective advertising strategies in the medical field.
Ensure Accurate Listings
In the past, there were classified ads, as well as yellow pages. In this modern-day and age, there are already online listings. In an online listing, you will be able to get hold of the contact information of the business or professional that you need. In this case, you can ponder upon having your services listed on these channels. However, you need to ensure that your details are accurate in these listings to ensure that the patients who need you can get in touch with you when they need to.
Another insightful marketing strategy is to encourage feedback from your current patients. In this case, make it easy for your patients to leave their reviews and feedback in various avenues such as your website, as well as other sites dedicated to healthcare service reviews. You can also ask them to write it using a pen and paper but make sure that you collate these reviews. Through the feedback of your patients, you will be able to know where you can improve your services further and address their needs. You will also have a good insight into what your patients need. With positive reviews, you will be able to encourage more referrals, while with not so good reviews, you will be able to show that you can deal with any issues immediately.
Overall, make sure to keep track of all your marketing metrics for you to have a good idea of whether your current strategy works or not. This will also help you change your marketing tactic as necessary.
It may prove to be quite challenging to promote your services as an Australian doctor because you need to adhere to stringent laws that encompass medical advertisements. Just keep in mind to maintain the information that you provide meaningful and relevant to the people who will benefit from your services. Make sure that you leverage on the advancements in modern technology, too, as more and more people are relying now on the online world in search of any service that they need, including health services.