How will patients learn about your practice? Their starting position will almost certainly be online.
Word of mouth and GP contacts are clearly useful but increasingly patients themselves are finding out who they want to see through online research. Creating your own brand and website is important but is only the first part of the process.
As doctors we often feel inhibited or embarrassed about marketing ourselves. If you are good and you offer an excellent service your potential patients need to know that. We can help you with strategies that fit with your own practice.
Unless you market yourself, you will remain invisible. Remember if you are not doing it almost certainly somebody else is.
BUILDING YOUR PRACTICE THROUGH DIGITAL MARKETING
Your marketing strategy starts with a website, it offers a chance to establish your brand, promote your credentials as a practitioner and promote the range of services your practice offers.
Your site should offer prospective patients clear and coherant information. A good site, containing 'useful' relevant content will ensure higher visibility in search engines resulting in better rankings and, ultimately, more patients.
A great website will be one of the most important investments you will make in marketing your brand and your services. The site will set the tone for everything that follows.
We offer a mobile first approach to design, recognising that 70%+ of your prospective patients will begin their search for information on their smartphone.
THE FIVE ELEMENTS OF YOUR DIGITAL MARKETING STRATEGY.
The process / elements can be divided into Four stages:
Stage 1 - DESIGN: The overall look and feel of your brand and the website.
Stage 2 - BUILD: Building and creating content for the site and your brand.
Stage 3 - MARKETING: An SEO strategy that ensures you are visible, out-ranking your competitors and optimising PPC campaigns.
Stage 4 - CONTENT MARKETING: A content marketing strategy that builds your presence on social platforms and starts to engage visitors..
STAGE 5 - PPC MARKETING: An ongoing pay-per-click campaign as part of your monthly marketing strategy.
SEARCH ENGINE MARKETING
LET'S START WITH THE BASICS
Search Engine Marketing (SEM) is a very cost effective way to grow your business and increase profits; it is also the most popular medium for locating information. If your business is not actively pursuing search engine marketing, you can be sure your competitors are.
Pay Per Click (PPC) can seem daunting at first. You will need to decide on a budget, what your ads should say, what keywords will work best for you, and what the best strategy might be in order to optimise your campaigns.
The good news is that, in comparison to online businesses like car insurance, gambling, travel, car-hire etc the UK private medical service sector is far less competitive.
HOW WE DO IT
In order to maximise efficiency and ROI, we would propose a granular campaign structure allowing you to easily see which groups of keywords work well and then giving you the ability to set individual daily budgets, as well as bids for each campaign. For a paid search campaign, you want to focus on keywords related to your business a activties only, you also want to defend your brand keywords.
This way of structuring also allows for greater keyword control by splitting the Broad Match Modifier (BMM) and Exact match type keywords into separate ad-groups. As well as budgetary benefits, it allows for greater use of keyword insertion within the ad copy - making your ads stand out more.
In order to make sure we only deliver relevant traffic to the website, as part of campaign building we would undertake extensive negative keyword analysis.This work would ultimately boost your Adwords Quality Score by increasing the CTR which would in turn help to keep CPCs down.
In otherwords, before we start a campaign, we need to set things up properly - this is a one time cost but without it we are simply sticking a wet finger in the air and trying to ascertain from which direction the wind is blowing.
WHAT WE PROPOSE
Our fees are straight forward. We aim to establish a long term relationship with you, helping you develop and grow your business via a range of digital marketing techniques.
Fees will vary depending on the complexity of the site required.
- Design and build website in WordPress.
- Photography of key personnel
- Find appropriate imagery.
- Develop content in conjunction with you.
- Set up email addresses.
from £2500 including photography
● Simple Logo.
● Headed Paper designed and templated (Word / PDF).
● Business cards designed.
● Print leaflet designed ("C" fold/third A4).
£300 + Printing at cost
SEARCH ENGINE MARKETING
● Keyword Research.
● Competitor Analysis.
● Ad & AdCopy Creation.
● Site Analytics Investigation.
One-time setup Fee - £1000
ON GOING PPC SUPPORT
● Bid Management & Campaign Optimisation.
● Bi-Weekly Reporting.
● Bing Expansion (If and When Apporpriate).
● Bid Adjustment Testing.
On going support 15% of Spend*
We would suggest an initial budget of £350 a month on a Google ad-wrods campaign.
SOCIAL MEDIA ACCOUNTS SET UP
● Google Plus.
One time setup Fee £250
SOCIAL MEDIA CONTENT CREATION
● 10 Facebook posts a month.
● 1 Blog Post (min 500 words) to website & Google Plus.
● 20-25 tweets per month.
● Response management.