There are a variety of valid, essential reasons for a buyer persona. Unfortunately, it's much easier to crank out content, or even worse, sales copy, that lists your medical marketing company's offerings without using your resources to uncover and develop your specific buyer persona.
There are a good number of marketing websites laying out trends and best strategies for search engine optimization (SEO) in the coming year.
One that we would like to recommend that you focus on as part of your own medical marketing effort is semantic search.
While content is "king," and search engine optimization (SEO) must be maximized to ensure your medical practice blog posts are getting found and read, the necessity of building engagement is a third part of the content marketing puzzle that needs to be addressed.
It used to be that simply cross-posting links to your blog was enough. However, the digital "noise" that has taken over the social media stratosphere has made it critical for marketing efforts to focus on the best time and day for posting in order to reach the most members of your target audience.
Medical practices may not be as invested in social media as they ought to be.
After all, generally speaking, the space that healthcare professionals and patients share online can be fraught with potential concerns, namely privacy and liability for misused information.
Many doctors, nurses, and other medical practitioners would rather avoid the world of social media for these reasons, and hospitals tend to have strict policies for employees with regard to using these platforms while on the clock and while using hospital property.
Still, the need to engage in social media is an important one for any medical practice based on the way that inbound marketing functions. There is considerable value in using social media to establish your medical practice. Your effort to find and appeal to future patients starts with providing quality blog content, but its shareability in social channels is what gives it traction out on the web.
When we speak with new clients about Alaska healthcare marketing, one of the most common questions about blogging for business regards the length of content. How many words should a blog post be?
This might hail back to the days of composition class, when assignments were made by teachers with the specific goal for each book report or an essay to meet a length requirement.
The idea of "word count" is different in today's digital communications, however. The questions is not about "how long" a post should be, but how effective your content is at the word count you choose.
We have touched on the word count in this previous article, "Meet these 4 standards for the best medical blog posts," but let's talk about blog post lengths, why word count matters, and what "the rules" are today.
The buzzword, influencer, is used quite a bit in the field of marketing and even among professional organizations. Can a medical practice achieve status as an influencer, and if so, how do they do this? Finally, how does it pertain to inbound marketing for medical practices?
You've heard the term clickbait (or its cousins likebait, linkbait, or sharebait). You've probably clicked on it, maybe without even knowing it.
What's worse, legitimate medical practices may have even practiced clickbait-styled tactics in their efforts to increase their web traffic to their healthcare blogs.
We're here to tell you: Don't.
No doubt you have some posts that have served your medical practice blog well in terms of repeat traffic. These are usually relevant, "evergreen" posts of high-quality content that have successfully connected you with readers who, down the line, may end up becoming—or have already become—new patients.
In the world of content marketing, there is no such thing as "one and done." You can—and should—get as much mileage out of your best content. In most cases, the majority of the legwork has been done during the process of writing the post. It doesn't take much more to spiff it up and resend it out into the world.
Let's say you're a cardiologist and you've spent some time and money putting together 2 to 3 posts a week to drive more traffic to your medical practice website. You're confident your latest content is well written and bursting with utility and inspiration for the patient prospect who visits your site: today they find your latest post on the relationship between oxidative stress on the heart and obstructive sleep apnea. It's a big deal and you want everybody to read it.
How disappointing it will be, later, to learn how very few people will have actually read this vital post.
This could happen for a variety of reasons; one key reason could be that you've failed to amplify your fresh content.
A Call to Action (CTA) is an interactive element on your website (often in your blog) which directs your reader to take some sort of action. This could be to download a free publication, ask for a health assessment, or take a quiz about symptoms or side effects.
Building an interactive marketing tool like a CTA doesn't have to be difficult. In fact, it should be one of the easier things you can do to drive engagement... you'll (ideally) make CTAs for many different products or services as the need arises.
To simplify the task, we've included ten key "bones" below that make up the CTA "skeleton." The way you incorporate them may vary from one CTA to the next, because your CTAs should be tailored for each group they're designed to reach. For healthcare marketing purposes, this could be patients, other doctors, patient's families, or other caregivers. (You usually decide who these groups are by creating personas.)
At any rate, each CTA you build should still include all of the features below if your goal is to guide your reader further along their patient (or customer) journey, toward the all-important Zero Moment of Truth, when they finally decide it's time to give your medical practice a call to schedule a visit.