Like any other industry, the healthcare market is highly competitive. The complexity of winning new clients increases as you enter more niche markets where possible clients are medical specialists and surgeons. Similarly, finding new clients to supply can be tricky if you run a business dealing with orthopedic healthcare products and services. So, here are 7 effective orthopedic marketing strategies that every healthcare marketer must have at their fingertips.
1. Boast Client Reviews
For a long, professionals and businesses in the medical field have relied on word of mouth to propel their operations to new heights. So, if you want to connect with more orthopedic practices, you need recommendations from clients you have already served. But how does word of mouth translate into the online world? It is the online reviews and the familiar star-based ratings.
Client reviews and star ratings are the online version of word of mouth and a testament that your product and services have helped other orthopedic professionals.
Reviews are also essential to provide social proof that your business is legitimate and has genuine clients. You can always ask orthopedic practitioners you have served to review your business so you can display them on your website, product pages, and social media.
2. Invest in Content Marketing
The next orthopedic marketing technique is content marketing. Content is king when it comes to digital marketing and around 90% of healthcare marketers use content to market themselves. It is not only an effective tool to inform and educate your audience but market yourself as a leading industry expert. So, invest in a website with web pages like FAQs, blogs, and other resources.
Publish content that provides value to your audiences, and leads and clients will follow.
The scope of content marketing is not limited to websites and blogs. You must also post content on social media to reach wider audiences. Social media works particularly great for posting content to engage with your audiences and build lasting connections.
3. Search Engine Optimization
Google handles around 100 billion healthcare-related searches every year. But most people only pay attention to the first few search results when they search for queries. In fact, the first organic result generates a CTR of around 39%. So, SEO is an indispensable orthopedic marketing strategy because it helps your content rank better in organic search results.
Depending on the search engine, SEO practices may vary, but they include the following optimizations in general:
- Keywords
People use these words and phrases to search for topics on the internet. With proper keyword research, you can get a list of keywords your audiences use. These keywords provide you with topics for your content. At the same time, you should use them in titles, metadata, URLs, and content to rank higher in search results.
- Media
Visitors will move to different websites if your website and content are only text and without visuals. To grab your audiences’ attention and hold it, you must use images, graphics, and videos in your content, or else your campaign will suffer high bounce rates and poor engagement metrics.
- Value
Add images and keywords, but if your content is of poor quality, it will not generate any leads. So, focus on creating content that actually helps your audience. Research topics, analyze people’s problems, and try to answer their questions with your content.
4. Guest Post and Podcast
Next, you must collaborate to promote yourself among orthopedic practices. The best way to do it online is via guest posts and podcasts. Writing guest blogs for authoritative medical websites and blogs allow you to get your message to an already established audience. At the same time, guest blogs are perfect for winning backlinks to rank higher in organic search results.
As for podcasts, they are not merely white noise when people are in commute or when they work. In fact, health and fitness, along with sports, is the fourth most popular podcast genres among American listeners. These listeners are the general public and medical practitioners as well. So, landing a guest spot on healthcare podcasts is an excellent opportunity to connect with newer audiences of orthopedic surgeons.
5. Email Marketing
Email marketing is one of the oldest yet still the most effective digital marketing techniques. In fact, health-related emails have an average email open rate of 23.46%, making email marketing an effective strategy for connecting with medical practitioners.
Emails are ideal for professional communication between businesses and practitioners. It works best for keeping your clients informed and engaged. Your emails provide valuable details and maintain contact even after serving your clients.
You should email surgeons your monthly newsletters, new medical research, testimonials, and even link to your recent blog posts.
As for the client database, you can invest in an email list of orthopedic surgeons to begin your email marketing efforts. Healthcare Marketers’ orthopedic surgeons’ database is updated regularly with the latest details, so your emails reach real professionals.
6. Pay Per Click Marketing
Search for a product or a service, and Google will also serve you ads of businesses that offer those products and services. These are Pay Per Click ads, i.e., you pay only when an audience clicks on the advertisement. Google, being the leading search engine, is also the most popular PPC platform. But you can also try PPC services from Microsoft Bing and Yahoo.
That is not all.
Social media platforms like Meta, LinkedIn, Twitter, and others allow advertisers to run PPC campaigns on their platforms. You can also track different metrics and target audiences based on demographics. So, PPC advertising can be a great way to find a new audience of orthopedic surgeons.
7. Geofencing
The final orthopedic marketing strategy you should use is called Geofencing. The effectiveness of paid advertising campaigns goes up multiple folds with geofencing. With geofencing, you can display targeted ads in a particular geographical area. You can show customized ads at different orthopedic practices, gyms, and other healthcare facilities. Since these ads are targeted, they offer better results and ROI.
Similarly, you should also perform local SEO for your content. When surfing the web for businesses, most people use keywords like city name or locality. They use phrases like “businesses near me” to search for ones nearby. So, targeting location-based keywords can get you long-term clients, from your serviceable area.
Wrapping Up
These were the 7 most effective orthopedic marketing strategies that every healthcare marketer should use in their campaigns. Post regular content on your website and social media handles, use SEO to rank your content and do not forget to collect 5-star ratings from your clients. Invest in PPC advertising and geofencing to run more targeted campaigns tailored to surgeons from different demographic and locations.
Finally, turn to HealthCare Marketers to get the latest orthopedic surgeons’ database for your email marketing campaigns. Whether you want a list of new surgeons or ones in your local area, HealthCare Marketers will provide you with up-to-date orthopedic surgeons’ email lists. With these tricks up your sleeves, your marketing campaign will generate leads that convert into clients and bring more revenue.