PODCAST TRANSCRIPT

Hey there! You've set up your medical practice or have your clinic running for a while and you are properly exploring various methods to attract attention from prospective patients online. While advertising on local news media, implementing Google Ads campaigns, and relying on word-of-mouth referrals are viable options, they may not suffice in creating adequate brand awareness and gaining a competitive edge in today’s digital landscape.

Through my over a decade of experience working with medical practices, I've discovered that search engine optimisation (SEO) is the most effective strategy for enhancing online visibility and driving quality traffic to your website.

So in today’s episode, we are going to talk about 5 must-know benefits of SEO to help you get more patients consistently.

Welcome to another episode of Online Marketing For Doctors TV and Podcast show – the place to go to grow and scale your practice. I'm Huyen Truong, a Strategic Marketing Consultant for medical clinics. My team and I have been in the game for over a decade, helping hundreds of clinics thrive with our proven patient generation system.

When your prospective patients need to find something or seek solutions, users typically turn to search engines such as Google, Bing, or Yahoo. They actively search for solutions, making search engines incredibly powerful and an endless source of potential patients for you to attract. The main issue is that many practices are unaware of the importance of SEO, resulting in their websites not being visible in search results for popular keywords.

I have encountered specialists who emphasise promoting themselves solely to GPs through a GP or doctor referral campaign as their primary source of new patients. However, relying on one or two main sources for patient acquisition is risky. Over time, I've observed instances where GPs change doctors or practice managers, potentially impacting previous relationships. Additionally, in today's digital age, patients, especially younger demographics, rely heavily on online searches for healthcare information.

Throughout my experience, my team and I have assisted numerous specialists who initially believed that GP or Doctor Referral Marketing was sufficient for their clinics. Yet, upon following our advice and establishing a robust online presence, particularly through a professional medical website and strong SEO practices, they experienced significant growth. Their clinics became busier than ever, necessitating the hiring of new doctors and expansion into new locations.

You can view examples of our client SEO success stories. Over an 18-month period, we have successfully grown website traffic from 200-300 visits per month to over 5,000 visits per month for several clients. Notably, one of our clients recently experienced a remarkable increase, jumping from 2,000 visits per month to over 40,000 visits per month. When you attract the right kind of increased traffic, patient bookings tend to increase at a similar rate. Isn't that impressive?

What Is SEO For Medical Practices?

SEO can propel your healthcare business to the top of search results on platforms like Google, Yahoo, Bing, and similar search engines. However, the goal extends beyond merely securing a high ranking on search engine results pages; you want your organic visibility to attract high-quality traffic to your site. Quality website traffic ensures that the patients finding your site through search engines are genuinely interested in your healthcare services or information.

Why Is SEO Important For Medical Practices?

SEO aligns perfectly with how many patients currently find their doctors or seek healthcare information online. Without it, you'd miss out on significant opportunities to reach patients actively searching for your services. While referrals still hold value, patients now rely on online resources twice as much as they do on referrals. To position your practice in front of these prospects, a high search engine results page (SERP) ranking is essential.

Top rankings are crucial because the majority of search engine users only pay attention to the first few organic results on Google. In fact, the first five organic listings receive approximately 68% of all clicks (Source of this data is from smartinsights.com).

5 Key Benefits Of SEO For Your Healthcare Practice

High-Quality Leads:

SEO generates high-quality leads by targeting patients interested in your health services. For instance, when a user searches for "GP doctor near me" on Google, your relevant business pages can appear on the search results if optimised properly. Consequently, the probability of these prospects engaging and converting upon visiting your clinic's website is high

Brand Awareness:

Consistently occupying top search result spots boosts brand awareness, even if your website links aren't clicked each time they appear. Consistent exposure helps your practice stay firmly ingrained in the minds of prospective patients

Long-Term Affordability or Lower Cost Per New Patient Acquisition:

While paid advertising is an option, it's typically more expensive than SEO in the long run. With SEO, initial costs for meaningful organic traffic are minimal, and well-optimised content continues to attract new patients over time without ongoing pay per visit costs.

Brand Authority:

SEO contributes to building brand authority, a critical success factor for healthcare businesses. Google recognises high patient engagement levels on your site from relevant search results, establishing your practice as a domain expert in providing meaningful healthcare products or services.

SEO Helps Your Google Ads Campaign Too:

According to Google, improvements to SEO can help your website rank higher on Google Search by making it more relevant to users. When we utilise one of your existing web pages for the Google Ads campaign or create a new landing page, it's crucial to ensure that relevant keywords are incorporated onto the page. This practice benefits both SEO and Google Ads by improving the quality score of the landing page. Consequently, it enhances the click-through rate of your ads while reducing the cost per click and cost per new patient lead.

If your goal is to drive traffic to your site in the short term, you might choose to focus on PPC ads. If you want to enhance your business’s online presence in the long run, SEO is the answer. Alternatively, invest your time and energy in both SEO and PPC for a well-rounded strategy.

How To Grow Your Practice And Attract More Patients With SEO

You can start implementing effective SEO strategies can help your practice rank higher:

​​Publish meaningful content that answers prospective patients’ search engine queries.

• Publish keyword-optimised content to ensure that your website and services rank for target patients’ search intent.
• Optimise your content and your site for local search because most patients seek medical help at facilities near where they live, this includes your Google My Business listings too.
• Build high-quality backlinks to boost your SERP rankings and increase organic traffic to your website.

An effective SEO strategy for medical practices entails publishing relevant, keyword-optimised content on your standard webpages, blogs and landing pages. Ask yourself, “What phrases would a patient search for on Google when looking for services like mine?” By getting your strategy right, you can increase your practice’s online visibility and website engagement, helping you bring in more new patients.

By developing and implementing a sound SEO strategy, you can boost your practice's online visibility, engage website visitors, and attract more new patients.

With Online Marketing For Doctors' digital marketing strategy for medical practices– we develop a full-funnel approach which relies on more consistent ongoing engagement, even for SEO. This SEO content funnel will help guide your potential clients' journey from brand awareness to consideration, conversion, and even loyalty and advocacy after they become a client or patient at your clinic. It's a holistic SEO content strategy that goes beyond the typical digital marketing approach.

Ok that wraps up another episode of the OMD TV & podcast show.

If this was helpful to you, please subscribe to the OMD TV and Podcast Show so you don’t miss any future episodes. And please share this episode with your staff and colleagues.

If you want to learn more about Online Marketing For Doctors offers and how our team can help you generate more new patients and referring doctors via SEO for medical and healthcare practices, please reach out to us and book a 15-minute discovery call with us and we’ll show you the opportunities that you might have with your practice’s marketing.  I’ll leave a link to it in the show notes below.

Thank you so much and hope to talk to you on a discovery call soon. 🥳