It can be somewhat surprising to note that the healthcare sector has been turned upside-down by the pandemic. One would think that the amount of work and demand available makes it easier, but it has actually made things much trickier to accomplish — especially for doctors operating outside the hospital and making use of their own clinic. The oversaturation of the various online products and services have made it challenging for even doctors to get ahead when it comes to the demand for services.
Of course, those who are connected to hospitals find themselves constantly hounded by work, but the same thing cannot be said for most doctors who do not operate within the hospital. In such cases, reputation management for doctors is a crucial part of online reputation management. While it might be confusing for those who might not be used to such levels of digital marketing, keep in mind that 2021 is a world where most products and services are being offered online due to the pandemic. Many people would prefer to use their smartphones and computers to get what they need.
That said, it is one thing to talk about online reputation management and another thing entirely to take steps to get the job done. It can even be more confusing for medical professionals that might not be used to that kind of marketing. Fortunately, trying to get ahead in the world of digital marketing for medicine (strange as that sounds) is surprisingly straightforward. Here are just some ways for doctors to protect their reputation online and ensure that their target audience are aware and informed.
It all starts with the clinic’s website
While doctors are all licensed and trained to get the job done, it can be hard to convince an online user if they do not know the clinic even exists. Starting with the primary website is the best way to build a relationship with customers, as it is where the target audience eventually gets transformed into potential clients. To help ensure that things go smoothly, the first thing to consider would be the web design and overall simplicity. Simplicity and subtlety are the two keys to the castle when it comes to web optimization, and there are various ways to make it shine. A few tips include:
- Technical SEO. Search engine optimization is widely accepted as the best way to help companies gain brand recognition and spread the message online. After all, it is connected to the Google algorithm, and the algorithm is how a website ends up being ranked in the search engine results page (SERP). Technical SEO is a means of shifting website infrastructure to make it easier to index without necessarily changing anything too substantial. While it might not seem like such a big deal, it is a fantastic foundation for other digital marketing strategies, and it can help spread awareness of the doctor’s clinic.
- Long-form content. The use of long-form content can be quite tricky, as most of the website would benefit from keeping things short and simple. Fortunately, it does not apply when it comes to articles. Informative medical articles are a big part of what makes a clinic website so great. It can be pushed a step further by taking advantage of geo-targeting and adding details that are more relevant to locals rather than an international audience. The results are links to articles that appear more visible in the local search rankings — which is undoubtedly crucial for reputation management for doctors.
- When to keep things short and sweet. In a nutshell, keeping things short and sweet is what a doctor should prioritize with most of the website. Most people who enter such a site will not appreciate a website that does not respect their time. For example, having a header to tell people what they can expect on the main page is great, though it will be counterproductive if they end up having to read walls of text to do so. Keeping things short and sweet involves condensing goals, products and services into as few sentences as possible. When it comes to long-form content, leave it for the informational articles and blogs.
Working with social media influencers online
Another fantastic way for a clinic to get ahead would be to work with various influencers and content creators online to boost brand awareness. That said, considering that most doctors run a single clinic, it would be best if the content creator of choice would be from the same city or overall location. Considering that social media influencers can have upwards to millions of subscribers at once, it is no wonder why so many people try to work with influencers and content creators.
Trying for something more creative
There is a well-known doctor in YouTube that provides reviews of doctors portrayed in popular media and whether it was accurate to how real medicine is practiced. It might not seem like a good combination, but it was a surprisingly potent marketing strategy. There is even a well-known lawyer in YouTube who is doing the same thing. Sometimes, thinking outside the box can provide answers in the unlikeliest of places. It also helps that YouTube is one of the easiest platforms for those focused on content marketing, as it has a great search algorithm and relevant keywords available right off the bat. It is up to the doctor to find their forte, though it is required for doctors to do things outside of their potential comfort zone to take advantage of various marketing strategies.
Aside from the many tips above, reputation management for doctors also includes maintaining a strong social media presence. Considering how many people depend on a company’s online products and services, most doctors can expect people trying to get in touch through their preferred social media channel. While it requires constant activity in the social media feed, it is well worth the effort. The doctor can delegate the task to others to help schedule an appointment, as well as to answer various questions they might have regarding the practice.