Website Grows Practice 30%

My website on retinal diseases grew my surgical volume by 31% last year.

I have been in practice for 19 years and presently work for two separate ophthalmic groups.  Neither does any marketing.  Both have webpages that should be parked (the websites are stale and have been ignored and do not reflect positively on the groups).  Their websites do not rank well.

My websites are the only marketing tool I have.  The “non-retina” volume (e.g. cataract surgey) has remained “flat” at best for each group.

12,000 “uniques”

I attract over 12,000 visitors per 3o days (this is the standard metric by which website traffic can be measured, the number of unique visitors per 30 days) to my website about retinal disease.

Over 25,000 pages were viewed.  Most visitors read about 2.5 articles and spend about almost 1.5 minutes “looking.”

82% are new visitors.

Most of my readers are from the U.S.

International and Interstate Patients

In the last year, however, I have had several international patients and several dozen patients traveling interstate.  Most come for surgery.

Local Patients

The growth of my retina sub-specialty practice is not due to the numbers of international nor interstate patients I attract.  Those numbers are relatively lean, but they do grab your attention.

In fact, the core of my growth is due to the tremendous local exposure my website generates.  I rank higher on SERP, and more often, when patients are performing a search for a retinal specialist than any of my competitors.

I own my local zip codes.

I have become my own, single largest referral source.  Patients come from two major sources.

Self-referrals are the obvious source.  As 90% of Americans first turn to the Internet when looking for answers to their health, many patients simply self-refer themselves.

The second way my practice grows is related to my referrral base.  Word of mouth from patients and referals from other doctors no LONGER are sufficient for patients to call and make an appointment.   Word of mouth and doctor ‘referals’ serve only as suggestions. 

I need to be validated on the web before a call is made to make an appointment.

This is the mechanism by which my web presence has helped boost my practice the most.  A suggestion is made to see me, and I am validated vis-a-vis my web presence.

Not Social Media Either

I do use Facebook, LinkedIn and Twitter.  I use them primarily to reach out to the few who “follow” me on these platforms.  My analytics are respectable, not due to traditional social media, but due to the efforts of content marketing.

Content Marketing is the Best for Medicine

Content marketing and optimizing your SEO (search engine optimization) is the only way a medical practice can achieve and also maintain high rankings.  Creating value on your website by providing useful, relevant health information is the key to getting your website ranked highly on SERP and attracting new patients.

While Facebook’s marketing utility is indeed growing, without a good website, you can’t develop a Facebook marketing strategy.  While this may not be true in other industries, Facebook, Twitter and LinkedIn should be used to draw attention to your website.

Content marketing provides value to the patients looking for answers to their health questions.  Google and the other search engines rank websites based upon relevance….i.e., the quality of the content on your site.

Good relevant content turns into high rankings.  High rankings become patients….eventually.

(I’ll be writing next about the different stages of a website and how traffic can turn into….patients.)

 

Have a great President’s Day Weekend!

To the Growth of You and Your Practice!

Randall V. Wong, M.D.
www.MedicalMarketingEnterprises.com

 

 

 

 

 

Creating Value on Your Medical Website

 

 

Successful websites create value for the visitor.  Does your medical website create value for your potential patients?

By creating value, you’ll attract more visitors to your site and more patients walking through your door.

For you to have a successful website with high rankings, a medical practice must give something valuable away for ‘free.’  Free develops trust and credibility.  “Free” starts the social media conversation.

Create Value

The first step to attracting patients to your site is to create value.  Creating value comes in different forms for a medical practice.

The simplest way to create value for your website (and therefore your practice) is to provide health information.  Why?  Because it’s what patients are searching for…answers.

80% of Americans are on the Internet Looking for Answers

By providing answers to their questions, you have created value.

Giving Value Away for Free

This is a tough concept for most physicians, but yet we do it everyday.  It’s not services you’ll give away, it’s not your advice either, it’s just information about health, aka it’s patient education.

The best value we can create is to educate …and for free.

Why Give Away Health Information?

As health care providers, we are the authorities in our fields.  Who better to educate than the experts?

Those medical practices that choose to recognize this need will be rewarded with;

  • high ranking web pages
  • increasing patient base
  • stronger relationships with existing patients
  • recognition as a trusted health expert

 

Improving Your Web Rankings

Providing fresh relevant content is the key to successful website optimization and performance.  A website that provides relevant, refreshed and regular content will be rewarded with high rankings.  (A simple fancy web design, or redesign, does nothing for your rankings.)

What is content?  The content will be your articles and posts containing the answers to their questions.  It’s simple and straight forward.  Publishing articles on your website that provides answers….will move you higher and higher in the rankings.

This is the core of content marketing strategies.  This is the core of medical SEO or website optimization for a medical practice.

Medical website optimization is the only way to achieve and maintain high rankings on search engine results pages (SERP).

Building Trust in Your Community

Regardless of how you define your community, whether it is within your local zip code or your virtual neighborhood, “free” opens the door to credibility and trust.  A site that is credible and trustworthy says alot about its doctors and staff.  Certainly much more than those practices that don’t even have a web site.

This is the modern way of distinguishing yourself from your competitors.  Those practices that are able to establish trust and credibility will gain a healthy advantage over those practices choosing to remain isolated.