Here are four recommendations to improve online visibility:
1. Utilize responsive design for a mobile-optimized website.
• Ensure your website is patient-friendly and adaptable to multiple devices.
• Eliminate the patient’s need to pinch or zoom on your website by incorporating responsive design — a technique that can detect the source of the type of traffic, phone, tablet or desktop and automatically adapt the website layout in response of the device.
2. Incorporate Google AdWords marketing.
• With Google AdWords, practices can target potential patients in the area who are searching for services at that exact moment in time.
• By bidding on relevant search terms in its area, a practice can outrank competitors by being shown at the top of the page.
3. Use social media to attract new patients.
• With the average American’s social media usage estimated at two hours a day, orthopedic practices should utilize platforms such as Facebook, Instagram and Twitter to share information related to their specialties and expertise.
• Ads on Facebook and Instagram can target potential patients based on location, behaviors, purchases, browser history and interests. Practices can use this information to increase brand awareness.
4. Develop a return on investment measurement strategy.
• Do not rely on the patient when measuring ROI; patient responses can be broad when applied to online marketing strategies, such as Google AdWords, social media ads and digital video, and will not define which methods are having an impact on acquiring patients.
More articles on practice management:
OrthoAtlanta, Polaris Spine & Neurosurgery Center partner with value-based care provider: 3 notes
CORE Institute expands, opens new full-service clinic: 3 details
6 physician job & salary trends from the 2017 PriceMatch survey
