Medical practices have a unique challenge when it comes to marketing your business during COVID-19, some fall under the “essential services” category while others may shut their doors completely or only see patients on an emergency basis.
Keep in mind, being a medical professional, regardless of your medical specialty, you’ll have credibility with patients. If your specialty can relate to COVID-19 FAQ’s, use messages that will provide truth and value. There is so much misinformation online, you have an opportunity to become a resource to patients as a medical professional.
Where to start
Tell your patients, keep them informed. They want to know what’s going on with the practice and your current operation status. Don’t think one mass email will do it, you’ll need to make multiple contacts.
Engage with your patients. There are things you can be doing right now to put your brand in front of those that are familiar with you. People are bored, lighten the mood and their day with updates from the practice and what you and your team is doing to get through the days.
Get creative, think of ways to provide value to patients and most importantly be memorable. Here are few ideas:
Use your list. More importantly, take your list and divide it into these sections:
Lead Status
Lost Contact
Happy Current or Recent Patient
Let’s face it, this is where everyone is. Help break up the monotony of their day. Provide useful information about the practice, updates on COVID-19 and resources for them to refer to about what’s going on in the health and medical field during COVID-19. Don’t be shy in using medical resources and your association resources to share on your social channels.
Don’t run the same ads. Post organically, boost those posts and use remarketing to reach back out to them. This gives you multiple opportunities to reach different groups with different messages more often. Don’t drown yourself with the same ad.
Post frequently but post different topics that will engage and entertain patients.
Look to forums and medical specific websites such as RealSelf, start engaging with patients looking for answers. This effort will allow you position yourself as a leading authority.
Depending on your market, local news outlets are offering deals for digital marketing. This is an opportunity to reach new groups of people to introduce the brand to people. Local news outlets are a very popular outlet for people when there’s too much misinformation on social media about COVID-19.
Remember – Those that are out there providing valuable information during this time while not looking opportunistic will greatly benefit. When others pull back with their marketing & advertising during COVID-19, you should push ahead strategically so you come out ahead when we get past our current situation. This is a great time for brand awareness when no one else is advertising and putting the extra effort in.
Learn more about marketing your business through COVID-19
Founder – InnoVision
jeff@innovisionbiz.com
Sacramento 916-662-7491
Petaluma 707-981-7272
InnoVision is a full service digital agency that provides internet marketing services, SEO, Local SEO, website development, graphic design, branding, social media marketing, search engine marketing and more from our Sacramento and Petaluma locations.
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