Four Useless Things To Cut From Your Medical Marketing Strategy
The fast-paced world of digital marketing and technology is constantly evolving. We have far more options, tools, and resources to be better marketers than ever before. However, with technological advancements rapidly increasing, it seems like every week there’s something new to grasp hold of, otherwise we get left behind. Many medical practice owners don’t have the time to keep up with all the latest trends. So what are you wasting time on? What can you eliminate from your budget? We have 4 things to cut from your medical marketing strategy.
1. CUT PRETTY MUCH ALL OF YOUR PRESS RELEASES
Unfortunately, almost all of the press releases constantly getting published are not landing any actual press coverage. Press releases that are picked up, for the most part, aren’t exactly valuable inbound links when they’re getting funneled out to low quality sites.
Focus on writing truly newsworthy releases only and leverage an agency to pitch their editor list. Leave it to a professional public relation specialist, so you can focus on what you do best. Other types of content like blog posts for instance, attract qualified readers and quality links.
2. CUT THAT MOBILE APP YOU’RE DEVELOPING
Mobile marketing is crucial for your practice, but investing in mobile application development may be distraction and resource sap for most marketers. There are well over one million mobile apps on the market, and they’re being released at rapidly increasing rates. Did you know that 25% of apps are downloaded only once, and never used again after their initial download?
Focus on optimizing your entire web presence for mobile. The negative impact from having an unfriendly mobile presence will be far greater than the success of a mobile app.
3. CUT THOSE SOCIAL NETWORKS NO ONE USES
If the social networks your practice is using aren’t working, now is the time to stop using them. For example, if you gave Pinterest a try, and it simply is not driving any meaningful patient referrals for you, let it go. Just make sure you’re making your decision based on analytics, not gut feelings.
Focus on optimizing the social media channels that are driving success for your medical practice. It’s okay to admit that a particular network doesn’t work for you.
4. CUT YOUR UNNECESSARY WEBSITE REDESIGN
You may feel your medical practice’s website may need some revamping, but before you overhaul what you’ve got, ask yourself if you can work in smaller chunks. Consider a series of tests in which you improve small areas of your website, and if needed, eventually improve on a wider scale. And if you do learn that a bigger redesign is needed, assess whether you have the in-house resources required to pull it off without over- burdening all your other initiatives. If you don’t, outsource it to an agency.
Focus on A/B testing various components of your website to discover what smaller changes you can make to have a large impact on conversion to patient referrals.
FINAL THOUGHTS ON MEDICAL MARKETING PROGRAMS
There’s no time like the present to take a look at your marketing activities and figure out what’s working, and what isn’t. In marketing a medical practice, it is important to constantly evaluate whether your activities are moving the needle. It’s always a good idea to experiment with something new — as long as you know when to say “when” with the latest and greatest. This kind of self-analysis will keep you running an agile, up-to-date, and efficient marketing machine!
Check out Marketing Specialist, Chris Lanfrano discussing Medical Marketing: