If you want to bring in new patients or get the word out about your brand new practice, you want to make sure your dermatology marketing efforts are giving you the best possible ROI. No matter how many patients you retain, if you’re not investing in digital tactics to increase your online presence, you’re losing future patients and money to the dermatologists who are.
In this guide, you will learn everything you need to know about dermatology practice marking, including:
- Why you need a digital marketing company to help with your online strategy
- Everything that goes into marketing a dermatology practice
- The importance of your website and brand messaging
- How to move up the search engine rankings and beat out the competition
- Why dermatologists need to focus on local search marketing
- How to cultivate relationships with prospective patients using social media
- When and how to use paid advertising methods
Choosing a dermatologist isn’t like choosing a place for lunch. People are looking for doctors they can trust to handle all of their skincare needs. That means not only are people going to do research before choosing a dermatologist, but there’s going to be some tough competition. Fortunately, when you work with an experienced digital marketing agency, you can successfully increase your brand awareness and gain more patients than your competitors.
Let’s get started.
Table of Contents:
- Hiring a Digital Marketing Company Will Grow Your Dermatology Practice
- Dermatology Marketing Strategies that Move The Needle
- Developing a User-Friendly Website that Generates Leads
- Dominate Search Engines with Search Engine Optimization (SEO)
- Reach Patients with Local Search Marketing for Dermatologists
- Grow Your Brand with Social Media
- Paid Advertising Options for Dermatologists
- Work with the Most Trusted Dermatology Marketing Agency
Hiring A Digital Marketing Company Will Grow Your Dermatology Practice
A dedicated marketing team can help you develop carefully crafted marketing strategies so that you can grow your dermatology practice in the most cost-effective way. With nearly a decade of experience, Stodzy has helped hundreds of healthcare companies achieve their marketing and business goals. Instead of trying to balance managing your office and your advertising, leaving your marketing efforts to the experts will free up your time to focus on what’s most important – dedicating time to providing exceptional services to your patients.
During your free consultation, our healthcare marketing team will examine your brand and website to determine which audiences to target and what goals we should meet. We’ll give you a breakdown of our strategy and let you know what results you can expect to see.
When you hire Stodzy for your dermatology marketing, we’ll help your website move up the search rankings, gain more traffic, and convert users into real patients. From making your website stand out from your competitors to managing automation emails, our team will handle it all.
Digital Marketing Strategies That Move The Needle
The most effective marketing strategies combine a variety of online techniques that improve the visibility of your social media presence, website pages, and local search listings. Some things that go into marketing a dermatology practice include:
- Web design
- Content creation
- E-mail marketing campaigns
- Lead generation
- On-page SEO
- Off-page SEO
- Local search marketing
- Social media marketing
- Paid advertising
- Detailed reporting
Stodzy will implement these marketing strategies in ways that will grow your practice by reaching new customers and keeping old customers engaged. First, you’ll want to make sure you have a website that accurately reflects your brand and is able to generate leads.
Developing A User-Friendly Website that Generates Leads
When people run an online search for a dermatologist near them, it’s important that your website pops up on the search engine results pages (SERPs). However, there’s no point in investing in strategies that improve your rankings if you don’t have a user-friendly website to begin with.
Your website is where many of your prospective patients will make their first impression of your practice. So, how do you make sure your website stands out, showcases your services, and provides for great user experience? Not only that, but how do you develop pages with CTAs that actually generate leads? Well, the answer is simple – you leave it to the experts.
Dermatology Web Design
When developing your custom dermatology website, you want to make sure your website is user-friendly whether a person is viewing it on a laptop, tablet, or smartphone. When we say “user-friendly” we mean a lot of things. Not only should your website load quickly, but your brand’s messaging should clearly convey your practice’s mission to your audience.
Healthcare websites should be easy to navigate, visually appealing, and complete with photo galleries, informative content, and conversion-driven calls to action if you want to convert website visitors into paying customers. It should have a navigation bar up top that’s easy to use, social media icons that direct users to Facebook, Twitter, and Instagram, and contact information so people can reach you.
Although there are a lot of “build-your-own-website” platforms out there, it’s best to leave custom healthcare web design to the experts. We’ll make sure your website abides by Google’s SEO guidelines, has reliable hosting, and functions seamlessly for your visitors.
Building Service Pages
Creating a visually appealing homepage that features patient reviews, before and after images, and a mission statement might be able to attract a few new customers. However, when people search for a dermatologist, they usually do some research before making an appointment. While looking at your website, visitors who are looking for a dermatologist will check to make sure you offer the services they are looking for before making a decision.
For example, if a person is looking specifically for tattoo removal, they might look over your services to see what you offer. That’s why its important to build service pages that showcase everything your practice specializes in. From full-body skin examinations to skin cancer treatments, developing service pages will help provide potential patients with more information about your practice.
That’s not all service pages do. Service pages also give you an opportunity to create content that ranks well for conversion-driven keywords. After all, not all searches that will convert to customers will be for “Dermatologists near me.” Instead, you want to rank for your services and keywords, such as “eczema treatment.”
When you hire Stodzy to take care of your dermatology marketing needs, our content writers will build service pages that showcase your specialties, focus on improving local search traffic, rank for targeted keywords, and drive more patients to your practice.
Generate Leads with Email Marketing
Let’s say a user has landed on one of your service pages, but they want to do some more research first. How do you make sure that the visitor chooses you over the competition? How do you create a secure form of contact with this potential patient?
You capture their contact information on the webpage and set up an e-mail marketing campaign.
Even though a lot of people think of e-mail as a marketing technique of the past, it actually provides a great way to advertise new products, services, cultivates constant contact, and offers a platform to send special promotions to potential patients. By obtaining e-mail addresses, you can create customized content in the form of newsletters, skincare advice, and promotional offers. You can also integrate a patient referral program into your e-mail marketing strategy, which will attract even more patients.
While e-mail marketing can help you generate new leads, it’s also a secure form of contact to remain in touch with your existing patients. Most of the time, a sort e-mail reminder can be the push patients need to revisit your practice. In addition to a referral program and e-mail reminders, our content team will also develop monthly newsletters that go out to your e-mail list, promote your services, and generate leads.
At Stodzy, we’ll use CTA’s on your website to capture user’s contact information and use our e-mail marketing software to help you revolutionize your dermatology lead generation strategy.
Dominate Search Engines with Search Engine Optimization (SEO)
If you have a custom-designed, user-friendly website, but nobody can find it in the search engine results pages (SERPs), what’s the point? If nobody sees your website and you don’t rank for conversion-driven and local keywords – your web design efforts will go to waste. So, how do you leverage your website and navigate search engine algorithms to improve your website visibility and overall brand awareness?
The best way to conquer these marketing strategies is to start by optimizing on-site and off-site SEO factors that Google weighs to determine the authority and relevancy of a website. SEO allows your website to communicate clearly with search engines so that Google understands what your website is all about. Our healthcare SEO experts have mastered the art of SEO, so we can implement effective strategies to help your webpages show up in SERPs for targeted key terms.
Most people conduct an online search when looking for a business, service, or product. As a result, you need to SEO your website so that your pages show up for the keywords related to the services you offer. Let’s take a look at a few things that go into SEO for dermatology websites.
The old saying goes that content is king. However, not all content is created equal. If your content doesn’t provide any useful information to the reader, users will be less likely to stay on your page or continue exploring your website. For SEO purposes, the longer people stay on your webpages, and the more links they click through on your website, the better. You don’t want a page that is full of key-word stuffing and images only. Instead, you want to create content that’s interesting, provides value, and keeps users on the webpage.
Furthermore, you have to SEO your site’s content to abide by Google’s on-page guidelines. This means having the right keyword density, optimal readability, infographics, and valuable content that provides more meaningful information than your competitors.
While creating blog posts and service pages for your website, our content writers will develop useful content that follows Google’s SEO guidelines and ranks for local search terms as well as conversion-driven keywords based on the services that you offer.
Along with creating useful content, each page on your website should be optimized to follow Google’s on-site SEO guidelines. Some of the most common on-site SEO recommendations include internal linking, URL structures, title tags, alt image text, and meta descriptions.
If you provide valuable content, but you haven’t invested in on-site SEO, people aren’t going to come across your website. For example, if you offer psoriasis treatment in Atlanta, you want that service page to rank for keywords like “psoriasis doctor in Atlanta” and “Atlanta psoriasis treatment,” but there’s more that goes into SEO than content.
When you let Stodzy fully optimize your website, we’ll ensure that all of the important on-page SEO factors are taken care of. Your URL structures will be clean, your internal links will direct users to pages of interest, and the keyword density across your website will be just right. This way, search engines will be able to crawl your webpages, pick up the information they need, and rank you for conversion-driven keywords.
In addition to on-page SEO, search engines also look at a variety of off-site ranking factors as well. These factors help determine a website’s popularity, authority, trustworthiness, and relevance. Much of this is accomplished through link building – where other websites or media outlets mention and link to your website.
When another website links back to yours, it sends a signal to search engines that the website trusts or is citing your information, which, in turn, helps build the credibility of your overall domain. Whether this is accomplished through guest blogging, brand mentions, or influencer marketing, link building can help your web pages slowly move up on the page rankings.
Reach Patients with Local Search Marketing for Dermatologists
Over the last five years, searches using the term “near me” for health-related services have doubled. As a result, it’s crucial that your practice appears in hyperlocal searches. If you don’t, you’re missing out on new patients big time. After all, nobody wants to travel several hours away for a laser treatment consultation – they want to visit a local dermatologist near them who has a good online reputation.
In order to actively manage your online listings, you need to work with a digital marketing agency that can make sure your business profiles are up to date and are showing up in local search queries.
Local Dermatology Listings and Citations
In the past, the only listing dermatologists needed to worry about was Yellow Pages. The internet has provided people with hundreds of different directories and listings – which means it takes a lot more time to manage your business listings today than it did 20 years ago.
One major mistake that businesses make is neglecting their online listings. However, those who are on top of their listings are more likely to get ranked higher by search engine algorithms. These listings include Yelp, Bing, GMB, healthcare directories, dermatologist-specific directories, and more. When you look at the big picture, keeping up with all of these listings is a lot to do – which is why our healthcare marketing experts handle it all for you.
When managing your dermatology listings, it’s important to make sure your name, address, and phone numbers (NAP) are consistent across every online platform – from directory listings to your website and social media profile. In doing so, your practice will build trust with online search engines and you will see better results in your rankings. The smallest discrepancy between your website and your listings can affect your rankings in a negative way, so attention to detail is everything.
Google My Business
All online listings are important, but some can drive more phone calls to your business and more traffic to your website than others. Google My Business (GMB) is one of those.
Google is the most used search engine out there, and when people search for businesses or services online or on their smartphone, Google displays their GMB listings at the top of the first page. Whether someone is using a mobile device or a laptop, GMB listings that rank in the local 3-pack earn significantly more phone calls and website visitors than those who don’t. It’s not enough to simply verify your listing and add your phone number. So, how do you make sure your practice ranks in the local 3-pack for “Dermatologist near me?”
You verify your listing and enter all of your business information accurately and thoroughly. Your business name, category, and services should all reflect your business truthfully and be the same across your website and other listings. In addition to your business information, you should take advantage of all the features GMB has to offer. For example, profiles with more photos and updates tend to get viewed more than those who do not.
The last and one of the most important parts of managing your GMB is obtaining and responding to patient reviews.
Reviews and Reputation Management
Did you know that most people trust online reviews just as much as a recommendation from a family member or friend? For this reason, managing your online reputation is essential for any healthcare professional.
If someone has conducted a local search and has found your online listing, your reviews are likely to be responsible for the first impression that person makes about your business. After all, if you were trying to find a dermatologist, would you call one who had dozens of one or two-star reviews? Or, would you rather visit the one with several 5-star reviews, raving about the care they provide?
You would visit the one with more positive google reviews.
Taking time to get more reviews and to respond to all of your reviews will pay off in the long run. Not only will patients be more likely to visit your practice, but Google will favor your business over one that is known to provide sub-par care. However, keeping up with and responding to reviews takes time, which is why Stodzy will take care of your reviews and reputation management for you. All you have to do is continue doing what you do best – providing high-quality care to your patients.
Grow Your Brand With Social Media
Social media is a great way to spread news quickly, while also remaining in constant contact with prospective and existing patients. Whether you are looking to spread the word about a new promotion, specialty service, or a grand opening, social media marketing is the most effective way to get this information out in a timely manner. As a dermatologist, social media is one of the best ways you can connect directly with people in your community and spread awareness about your practice.
Furthermore, a lot of potential patients who are researching local dermatologists will visit your social media after finding your website. This is because social media is more personal than websites – it gives healthcare providers an opportunity to share a different side of themselves through posts, comments, pictures, and videos. If you’re active on social media and are showcasing your services and success stories, you will begin building trust with that potential patient.
If you really want to leverage social media, you have to post on a regular basis. Dermatologists might share informative blog posts, updates on services or promotions, and before and after pictures of past patients. The more active you are and the more interesting your posts, the more followers you will gain.
By gaining loyal followers, you will get to interact with potential patients in your area who will like, share, and comment on your post, further building trust with your audience. In addition, being on social media allows people to tag your practice in recommendations or leave an online review, which are two more ways social media can generate free leads to your dermatology office.
Paid Advertising Options for Dermatologists
All of the dermatology marketing strategies we’ve discussed so far are free advertising options that will ultimately help your practice earn more organic traffic. Alternatively, there are some paid options that can target specific groups of people to make sure they see your practice. Two of the most common are Facebook Ads and pay-per-click advertising (PPC).
PPC advertising is just what it sounds like – you pay a certain amount each time a user clicks on your ad and is taken to your website. With PPC, you can use Google AdWords to bid on keywords. Then, when a person searches for those keywords, your ad can be displayed at the top of the search results. You’ll want to customize your title and your description in order to attract visitors to your website.
Facebook Ads are slightly different from PPC ads in the way you can target specific groups or demographics of people rather than specific keywords. For example, maybe you want to target women between the age of 35 and 55 for botox and fillers. You would create a video or image that shows up as an advertisement to women in your area who fit that description in hopes that they will see your ad, be interested in your services, and visit your social media profile or website for more information.
The problem with paid advertising is that it can get costly over time. Instead of relying on paid ads alone, it’s best to use paid advertising to target specific customers or advertise a promotion while investing the majority of your marketing efforts into SEO and social media marketing.
Work With The Most Trusted Dermatology Marketing Agency
When you choose Stodzy to market your dermatology practice, we’ll be there to help you every step of the way. From designing a custom-built website and doing your SEO to managing your social media and online reputation, our team is experienced in all facets of digital marketing for healthcare companies. Between our detail-oriented team and our monthly reporting, you’ll know exactly where your marketing dollars are being invested and how our marketing strategies are paying off.
Whether you’re opening a brand new practice or are looking to gain an edge over your competition, Stodzy is here to help take care of all of your dermatology marketing needs. Call us today at 800-761-1426 to get started with a free consultation.