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By OppGenetix

Laser Tattoo Removal Marketing Strategies

According to a 2019 Statista survey, more than a quarter of Americans have tattoos. However, roughly 23% of those who responded said they experienced regret after getting their tattoo, which means a solid 77% said they don’t regret getting a tattoo.

This means laser tattoo removal businesses (or medical spas or clinics offering laser tattoo removal services) are trying to find a specific (possibly even a niche) audience. Traditional marketing strategies, being more broad and less specific, are not going to be as effective in bringing in clients who want to have their tattoos removed. 

Laser tattoo removal businesses should focus on creating digital marketing strategies either alongside traditional strategies or ditching those more traditional strategies altogether.

 

Find who experiences tattoo regret

As with any marketing strategy, you need to have an audience in mind. Your audience certainly includes people with tattoos, but it has to be more specific than that. Remember, 77% don’t regret getting their tattoos. You need to focus on people who are more likely to regret their tattoos as well as why they regret their tattoos. A few of the most common reasons for tattoo regret include:

  • Tattoo is an ex’s name
  • Getting a tattoo while under the influence
  • Once-trendy tattoo is no longer trendy
  • Limited clothing options due to tattoo placement
  • Tattoo limits job and employment opportunities
  • Low quality tattoo
  • Faded tattoo
  • Client is at a different point in their life (i.e., new parent, tattoo’s is meaning no longer representative of them

 

Target your audience with digital marketing channels

Believe it or not, it is possible to help people who’ve experienced some of those examples of tattoo regret find your service. Digital marketing channels offer audience targeting options and tools that no traditional advertisement can (this isn’t to say you should drop traditional ad channels entirely — they may actually be more effective when combined with digital marketing channels).

From social media platforms to search engines, you’ll be sure to find some digital marketing channels that align with your budget and goals.

 

Use Facebook Ads to find laser tattoo removal prospects 

Facebook Ads, as a marketing channel, has some of the best audience targeting options. You can use some of those common tattoo regret reasons when pushing ads to users.

For example, you can have ads be shown to someone whose relationship status is set to “it’s complicated,” “separated,” or “divorced,” as these are people who are most likely to have gotten a tattoo of their ex’s name. You can also make sure that these single prospects are also interested in tattoos (and are therefore more likely to have them) using interest-based targeting. If they follow or like several tattoo parlor pages, then they probably have gotten a tattoo.

Using these reasons of tattoo regret in a strategic manner can help make sure you’re targeting the right people.

 

Help local laser tattoo removal prospects find your business online with search ads and SEO

Search engines like Google, Bing, and Yahoo, allow you to advertise your business online, right on their search engine results pages (SERPs). Search ads, often referred to as pay-per-click ads or PPC because they incur a charge whenever someone clicks on the ad, are found at the top and bottom of search results.

PPC ads don’t appear at random. They are only displayed when a prospect searches for keywords and phrases you’ve selected. You also determine how much you pay per click through a process called keyword bidding, in which you decide the amount you’ll pay per click. But if you bid too low on keywords, it will affect your ad’s placement. Ideally, PPC ads should be on the first or second page of search results, as hardly anyone goes to Page 3 and beyond.

Another search strategy is SEO, or search engine optimization, in which you optimize your website to rank higher on SERPs without paying a cent to the search engine itself. To get started with an SEO strategy, you’ll need a fast website that works well on mobile devices, creating accounts on Google My Business, Yelp, and other relevant directories.

 

Create excellent content for laser tattoo removal prospects

There are many fears people have when it comes to laser tattoo removal: Will it work? Does it hurt? Is it worth it? How much does laser tattoo removal cost?

You can answer these questions (and many, many more) through blogs, podcasts, and videos on your website.

Creating these kinds of content can help you rank higher on SERPs, especially when it’s informative, thorough, and well-written or well-produced. Search engine bots recognize higher quality content and rank the pages hosting said content higher. It’s also important to note that these bots are capable of reading content closely to how we do, so write in a way that is easy for both prospects and search engine bots to digest.

Be sure to keep keywords in mind, as well as what keywords and phrases prospects will be using when searching for laser tattoo removal services. Using a website like Ahrefs to see what keywords are easier to rank for and have more people searching for them can be a huge help.

 

Retarget website visitors

When targeting laser tattoo removal prospects, it’s likely they will encounter digital advertisements for your services several times. They may even click on an ad, go to your landing page, but then not fill out the form for scheduling a consultation on that page. This specific action (or rather, the lack of taking a desired action after going to a web page) is known as “bouncing.” When a prospect bounces, you’ll want to persuade them to return to the page they left and finish filling out a consultation form. But you can’t exactly do that by reaching out to them with an email telling them to return to the page and entering their information.

Instead, you’ll want to rely on a strategy called retargeting (or remarketing). Retargeting is most effective when using display ads, a type of search ad. Unlike your typical search ad that’s found on SERPs, display ads are image-based and can be found on other websites the prospect visits.

Even if a prospect doesn’t click the display ad, that ad may still remind them to go back to the landing page and send their information to you.

Chances are, you’ve been retargeted at one point or another. One of the most common examples of this is with online shopping. If you’ve left items in a website’s shopping cart to go to another website, that website may have ads showing the products left in your cart. Their goal is for you to return to their site and go through the online checkout process.

 

Request online reviews

Reviews mean a lot to both businesses and consumers. Positive reviews can be something to mention when marketing your laser tattoo removal business. And for consumers, reviews give them a good idea of what they can expect from your laser tattoo removal service.

Claiming or creating listings on Google My Business, Bing Places for Business, Yelp, and Yellow Pages for your laser tattoo removal business makes it easy for current and former clients to leave reviews. 

Higher reviews are something search engines will notice, and will give you a little bump up in the SERPs.

 

Try traditional marketing strategies

As mentioned earlier, just because traditional marketing channels aren’t as highly targeted as digital ones doesn’t mean you need to get rid of the traditional ones entirely. In fact, combining traditional and digital marketing channels can be an incredibly effective strategy.

 

Run print ads or press releases

Running print ads in local publications, such as a newspaper or potentially a magazine, may be an option. If not, you may be able to send your local newspaper a press release when something newsworthy is happening at your laser tattoo removal business. For example, hiring a new laser technician or adding a new service would be acceptable examples of a press release.

The key thing with submitting a press release is timing. It should not be sent on the day of the event or on the day you want it published. You’ll have to plan things in advance, typically a few days ahead of when you want the press release published, depending on the size and distribution of the publication. 

Whereas print ads in newspapers and magazines cost money (and that price varies depending on a lot of factors: ad size, color, location, etc.), press releases do not cost anything to run. Keep in mind that it may not run the day you want it, either; you’ll be at the mercy of the publishers and other newsworthy events that occur on the same day.

Still, if you know that members of your target audience are likely to subscribe to a print publication, it may be worth getting a print advertisement.

 

Advertise special deals and promotions

Oftentimes, offering special deals or promotions can get more laser tattoo removal clients in through your doors. A special deal may involve a discount on a laser tattoo removal service during specific dates, for certain groups of people (i.e., a discount for military service members on the Fourth of July weekend), and so on. What that special deal is up to you, as you know the current state of your business and what discounts or deals you can (or cannot) afford to put out.

You can leverage special deals and promotions to entice more clients to leave reviews, too.  For example, you could ask current clients (who are still in the process of getting their tattoo removed) to review your business. In return, you could give them a discount on their next tattoo removal session or have their final removal session be free.

You can advertise these deals online using social media pages or online business listings. You could create a post on your laser tattoo removal business’s official Facebook page or Google My Business listing (and any other listings or social media pages) sharing the details of your deal or promotion. 

Another option is utilizing a digital coupon service like Groupon, in which users can receive a coupon they can bring directly to your business and share that coupon with others who may be interested.

 

Contact us for more laser tattoo removal marketing strategies

Creating a digital marketing strategy for laser tattoo removal is well worth the investment. Digital marketing, with its targeting options, makes it easier than ever to find prospects who want to get rid of their old tattoo.

At OppGenetix, we’ve helped tattoo removal businesses come up with effective digital marketing strategies and help those clients execute them. Our clients often see an increase in consultations and laser tattoo removal sessions as a result of our laser tattoo removal marketing strategies.

For more information about how we can be of help to your laser tattoo removal business, contact us today or fill out our free digital audit. We hope to hear from you soon!

By OppGenetix

How to Sell Neuropathy Treatment Services

If you want to sell neuropathy treatment services, you need to have neuropathy patients. Patients don’t just magically show up to your clinic for treatment services; you have to find them first.

Digital marketing is a cost-effective option that typically has a high return when it comes to finding patients who are in need of your neuropathy treatment services.

 

Create an audience

Before you can truly start marketing your neuropathy treatment services, you need to know who your prospective patients are. Consider who is most likely to have neuropathy: people who have certain diseases (diabetes, arthritis, Lyme disease, lupus, HIV — just to name a few autoimmune disorders and bacterial and/or viral infections).

Then look deeper into the populations who tend to be affected with these illnesses. What age range do some of these people fall under for each disease? Are any of these more common in men or women?

Asking these questions and finding the answers is a good place to start for creating your audience of prospective patients.

 

Have a digital presence

Before prospects can start seeking you out, you need to have a digital presence — namely, a website. If your clinic doesn’t have a website, then you’re already falling behind your competitors and are not being found by as many patients as you should be.

And even if you do have a website, that does not guarantee an influx of new neuropathy patients, let alone an increase in leads. 

Your website needs to be optimized for mobile devices, speed, and high lead conversion rates. It also needs to look professional, especially since your clinic provides medical treatments and services. It should use a color scheme and fonts that support your brand and are easy on the eyes. A website doesn’t need to have all of the latest features. In fact, it’s often best to keep it sleek and simple, with only a handful of pages on the navigation bar, which should at least have the following pages listed:

  • Home page
  • Treatment/service pages
  • Blog
  • About page
  • Contact page

These pages can help declutter websites and make website navigation more accessible to prospects. You can always add more pages, but keep in mind it’s a good idea to have consolidated pages with lots of in-depth information. This can help your website be more easy to find on search engines.

 

Help neuropathy patients find you online

Now that you have a website set up, you’re more likely to be found online. But that doesn’t stop at the website. It’s time to take search engines into account, as they are going to be one of the most useful ways for neuropathy patients to find your clinic. According to Pew Research, almost 60% of Americans look online for health information. Of those people, 77% say they start their research on search engines like Google, Bing, and Yahoo. This means you should be marketing your clinic via search engines.

There are two main search engine marketing channels, both of which are incredibly effective, especially when combined.

 

PPC ads: Search and display ads

Search advertisements are a kind of digital ad that are “placed” by search engines, like Google or Bing. There are a few different kinds of PPC ads, but the main two are search ads and display ads.

PPC stands for “pay per click,” which explains how these advertisements incur charges: Whenever a prospect clicks on a PPC ad, your advertising account is charged a certain amount. You determine that amount via keyword bidding. Essentially, you decide how much you are willing to pay per click for certain keywords and search phrases your prospects may use when trying to find neuropathy treatments.

How much you decide to pay per click also determines where your PPC ad will be placed. PPC ads are displayed on search engine ranking pages (SERPs), which are the pages that list search results. PPC ads look similar to organic (that is, unpaid) search results. They’re usually placed at the top or bottom of SERPs. Ideally, you want your PPC ad to be placed at the top of the first page of search results for the keywords you’ve bid on. 

Some keywords are more competitive, which may make them more expensive and more difficult to get on the ideal spot. But PPC is worth the investment and learning curve in the long run. It helps people who are already seeking neuropathy treatment options find what they’re looking for. More often than not, these are prospects who know they want to undergo treatment for their neuropathy; it’s just a matter of deciding where to go. Since you can choose to display these advertisements to people in a specific radius (in most cases, it’s based on zip code), you’re narrowing your audience down to people in the area. This means it’s highly unlikely you’ll have someone living out of state click on your PPC ad for your neuropathy treatment services.

Display ads are not displayed on SERPs; instead, they can be found just about anywhere on the internet. They’re visual ads (hence the name display ads) that come in a wide variety of sizes. Their placement is based on search history or relevant keywords. For example, a display ad for diabetic neuropathy treatments might be found on a blog post about how to better manage diabetes. That same ad may also appear on an article that isn’t relevant to diabetic neuropathy because the prospect had searched the subject before a few times.

Even if prospects don’t click on display ads, they are still very effective, especially for remarketing (aka retargeting). This involves pushing a display ad to a prospect who visited a website but didn’t take action, such as filling out and submitting a consultation or appointment scheduling form. When a prospect sees a display ad for that website elsewhere, they are more likely to go back to the site they “bounced” from and complete that action. 

 

SEO: Search engine optimization

Search engine optimization is a digital marketing strategy that does not require any financial investment into advertising. It’s an organic strategy with the end goal of getting your website to rank high on the SERPs for certain keywords so more prospective patients will go to your website for information, and eventually, convert from lead to neuropathy patient.

Though SEO does not require financial investment, it does require you to invest in time and research. SEO does not result in immediate growth or an explosion in traffic overnight. It often takes months to start seeing an increase in traffic, but it’s well worth it.

SEO is particularly important for local clinics. Whenever someone searches for a business or service, search engines use that person’s location to pull up the nearest options near their current physical location. So if your business doesn’t show up on a relevant local search, it’s time to put in some serious effort into SEO.

In order to jump up in the SERPs rankings, you will need a website that is fast and easy to navigate on mobile devices. You’ll also need to create a Google My Business account with accurate, up-to-date information: your clinic’s name, address, and phone number (and other contact information like an email address), and also have that information published on other relevant listings. This can include Yelp, HealthGrades, YellowPages, and professional medical organizations. Having this information makes it much easier for search engines to find you, which in turn, makes your clinic easier for prospects to find.

The next element that’s required for a better SERP ranking is content. Content can include many different things nowadays: blogs, videos, and podcasts — or even a blend of all three. It should be posted on a regular basis, and it may be a good idea to create a content calendar.

When it comes to blogging, keyword stuffing doesn’t make the cut anymore and can actually hurt your ranking. Search engine bots are now able to “read” more like humans do, so when writing content, make sure it’s simple to read and easy to understand. Not only does that help the bots read, but it also helps prospective neuropathy understand better. Overall, it’s always good when you keep it simple by cutting out jargon and awkward keyword-laden phrases.

Regardless of the medium you choose, your content should be original, in-depth, and well-researched. The more informative it is, the better, because it tells prospects that you really know what you’re doing and are clearly an expert in your field. This also makes it more likely for people to share or link back to your content. When search engines notice other websites linking back to your website, that signals to them that you’re an expert with content worth sharing and will likely bump you up a few spots.

 

Reach more neuropathy patients on social media

Don’t underestimate the power and influence of social media, particularly Facebook. Having a Facebook business page for your clinic is a great thing for many reasons. For one, it allows you a way to interact with prospective patients and share updates with current patients about your practice and/or employees. It helps prospects learn about your clinic and who works there, and that can help them decide whether or not they believe you have the right people who can offer them neuropathy treatment services. You can even share the content you’ve created, whether it’s a blog post or a video.

Another reason is that you can use Facebook’s advertising program with a business page. Facebook ads are truly some of the most versatile and effective digital marketing options available. Unlike search engines, Facebook users are required to submit information upon registration. Some of this information is basic demographic information: sex, age, and location. But as people use Facebook, you’ll also find that they have psychographic information available, like their interests (typically found from their Liked pages and posts) and behavior. Facebook then allows business pages to target audiences based on this information, which can be very specific to your audience. They even have a lookalike audience targeting tool that targets users who are similar to your audience.

The third reason why Facebook is a great choice for marketing is due to the wide variety of ad formats, placement locations, and sizes, making it easy to find an advertising option that can fit your clinic’s budget.

 

Contact us for more information

OppGenetix is a highly specialized digital marketing agency that has worked with hundreds of clinics, from chiropractors to podiatrists and many, many more. We build websites and landing pages optimized for lead conversion and SEO, run and manage digital advertising campaigns, research keywords for PPC bidding and SEO, and create content for your website.

For more information about what we can do to help you sell more neuropathy treatment services, contact us or fill out our free digital audit.

By OppGenetix

Make Sure Your Medical Clinic’s Website is Following HIPAA Compliance Guidelines

Medical professionals are required by U.S. law to protect sensitive patient information. The Health Insurance Portability and Accountability Act of 1996, perhaps best known as HIPAA, is a federal law that created national standards to protect patients’ information. This means medical professionals cannot disclose a patient’s health information without their patient’s consent or knowledge.

This sounds simple enough in theory, but in practice, with today’s digital age and ease of information access, it’s much easier to be in violation of HIPAA. Websites are one place where medical clinics may fall short of HIPAA’s guidelines.

 

What is protected health information?

Protected health information, or PHI, is medical information that can be personally identifiable or financial information. For example:

  • Demographic or genetic information related to health or medical treatments
  • An individual’s physical or mental condition or information that can relate to either of those conditions
  • Medical or healthcare-related financial information, such as payments

If your medical clinic website collects, stores, or transmits PHI and does not take security measures to secure that information, you may be violating HIPAA.

 

Types of potential HIPAA violations, explained

Collecting protected health information

PHI collection through websites is more common than you may think. Here are some of the most common ways websites collect PHI:

  • Contact forms asking about symptoms, medical services, medications, or health-related information
  • Online patient forms
  • Live chats
  • Patient portals
  • Patient reviews and testimonials

 

Storing protected health information

If you’re collecting PHI through your website, you should know how, where, and if you are storing that information. HIPAA requires medical clinics and other healthcare organizations that store PHI to take reasonable protective measures of that stored data.

 

Transmitting protected health information

PHI can be transmitted via: 

  • Email
  • Web forms
  • Live chats
  • Texts
  • Other kinds of digital messaging services

If your medical clinic works with vendors or service providers that have access to PHI, be sure to create a business associate contract to ensure they’re meeting HIPAA guidelines. Examples of these service providers or vendors may include:

  • Consultants
  • Digital marketing firms
  • Accountants
  • Web hosting providers
  • Partners with access to PHI data you collect and store

 

What happens if your medical clinic’s website violates HIPAA?

If your website violates HIPAA, your medical clinic will be penalized. In some cases, HIPAA violations are resolved with non-punitive measures, such as training to help prevent further HIPAA violations. 

However, for more serious violations, violations that have persisted for a long time, or multiple areas of failing to comply with HIPAA, financial penalties may be selected instead. 

HIPAA has a 4-tier penalty structure:

  • Tier 1: Violations that your medical clinic was unaware of and could not have avoided, while taking a reasonable amount of care to abide by HIPAA. The financial penalty for a Tier 1 violation is a minimum fine of $117 per violation, up to $58,490, with an annual maximum penalty of $1,754,698.
  • Tier 2: Violations that your medical clinic should have been aware of but could not have avoided, even with a reasonable amount of care. Essentially, Tier 2 penalties includes medical clinics and other healthcare organizations that fall short of willful neglect. The Tier 2 financial penalty is a minimum fine of $1,170 per violation, up to $58,490, with an annual maximum penalty of $1,754,698.
  • Tier 3: Violations that occurred as a direct result of willful neglect, but there was an attempt to correct the violation. The Tier 3 financial penalty is a minimum fine of $11,698 per violation, up to $58,490, with an annual maximum penalty of $1,754,698.
  • Tier 4: Violations that occurred due to willful neglect while there was no attempt made to correct the violations. The Tier 4 financial penalty is a minimum fine of $58,490 per violation, up to $1,754,698.

 

How can you make sure your medical clinic’s website is following HIPAA compliance guidelines?

HIPAA violations can happen, even accidentally — the key to avoiding these violations is to take the utmost care to protect your patients’ PHI. You can do this by doing the following:

  • Purchasing and implementing an SSL certificate
  • Encrypting all web forms on your medical clinic’s website
  • Sending emails only through encrypted servers
  • Partnering with HIPAA-compliant web hosting companies
  • Creating and signing contracts with third-parties that have access to PHI
  • Allowing PHI to be accessible only to authorized individuals
  • Establishing procedures to delete, backup, and restore PHI as needed

 

Partner with a HIPAA-trained digital marketing agency

OppGenetix is a HIPAA-trained digital marketing agency that specializes in creating customized digital marketing strategies for the medical industry. Part of those strategies often includes creating encrypted, secure websites and marketing strategies that follow HIPAA compliance guidelines.

To find out if your medical clinic’s website is following HIPAA compliance guidelines, fill out our free digital audit. We’ll review your current marketing strategy, online presence, and determine how you can better protect your patients’ valuable data from accidental or malicious incidents.

Contact us today for more information. We look forward to hearing from you soon!

By OppGenetix

Medical Device Marketing Guide: Effective Strategies for Growth

In today’s healthcare world, there are a wide range of medical devices that have been designed, manufactured, and tested to treat a variety of health issues. No matter how long of a process a specific medical device goes through, it eventually winds up in the same place that all other medical devices do: a highly competitive market.

When it comes to building a solid medical device marketing strategy, one place you absolutely don’t want to overlook is digital. Whether you’re a B2B or B2C medical device company, the digital landscape is where you will have to compete.

In this medical device marketing guide, we’ll outline some insights and strategies you can use to build brand awareness, generate leads, and increase sales for your medical devices.

 

Current State of The Medical Device Market

Worth $156 billion (40% of the global medical device market), the United States is the largest medical market in the world, and it’s expected to get even bigger. By 2023, it’s expected to expand to $208 billion. Over 80% of the companies in this industry are small, with fewer than 50 employees, and the majority of these smaller medical device companies have little to no sales revenue.

Given those statistics, it’s likely your company is a smaller company that may be struggling to either make or increase its sales revenue. But that doesn’t have to be the norm for your company; in fact, it shouldn’t be. Consider investing more in marketing your medical devices. The right medical device marketing strategy can increase revenue, expand your business, and even improve your product line.

But don’t start marketing your medical devices online without first having a thorough understanding of the different types of digital marketing strategies.

 

Special Considerations for Medical Device Marketing

B2B or B2C

Keep your business model in mind when reading the following information. B2B and B2C medical device companies have different audiences, and some marketing channels are more effective for one over the other. For example, a B2B company may have more success running ads on LinkedIn than on Facebook.

 

Case Studies & Clinical Reports

Case studies are a must, regardless of your business model. Though many industries have case studies, they are not nearly as important as they are in the field of medical device marketing.

Clinical reports and studies also play a pivotal role, especially when marketing to healthcare professionals. They want to ensure their patients are getting the best possible devices on the market, so being able to give them proof is incredibly important.

 

Webinars & Seminars

Offering regularly scheduled webinars and seminars can be particularly useful — not just in terms of business, but also for your audience. You can give product demos and answer questions that aren’t available on your website or anywhere else. Instructional demos and tutorials can bring more people to your business and make you the expert on the medical devices you manufacture and sell.

 

Distributors

Start viewing your distributors as an audience if you haven’t already. Distributors often have connections to more people who will buy your products. Create an audience persona for your distributors, one that focuses on their wants and needs (i.e., what makes their jobs or lives easier, what can your product help them with, etc.), and then start creating content that will be useful for them. Doing this for your distributors is almost (if not) equally important as marketing to your consumer audience.

 

Customer Service

Having excellent customer service goes a long way in this industry. Ensuring that all customer service representatives are trained exceptionally well on how to talk to leads and answer as many questions as possible can be what gets a lead to finally convert.

 

Compliance

As with any kind of medical marketing (and the medical field in general), ensuring that you are compliant with the law is a must. This means you need to understand how HIPAA works and how to avoid potentially violating HIPAA through certain marketing channels. Social media advertising in particular can be a trickier area to navigate, which is why it’s a good idea to work with a digital marketing agency that undergoes HIPAA training.

 

Paid Medical Device Marketing Strategies

Paid Search Advertising

Paid search ads are one of the most common and effective paid advertising strategies. They can be found on search engines like Google, Bin, or Yahoo. Search ads are a type of pay-per-click (PPC) ad. You only pay when someone clicks.

PPC ads show up on search engine results pages, typically at the bottom or top, tend to look like search results, and are only shown when a prospect searches for certain keywords and phrases. This means your medical devices will be found by people who are already seeking out devices like yours or treatments processes that your medical device may be part of or used in. 

The position of a PPC advertisement is determined by keyword bidding, a process in which you decide how much you are willing to pay per click (hence the name). Usually, the better the bid, the higher the position of the ad. Ideally, you’ll want your ad to make it to the first or second page of search results; relatively few people go beyond the second page.

 

Display Advertising

Display advertising is another form of paid search advertising. Instead of showing up on search engine results pages, display advertisements can be found just about anywhere on the web, though their placement is determined by keyword searches, a user’s search history, and the content on the webpage these ads are displayed on.

These ads come in many different sizes and are most effective for remarketing (aka retargeting). Remarketing is the strategy of bringing a prospect who visited your website without taking an action and left back to the website and getting them to take an action. An action can be many things: signing up for a newsletter, filling out a contact form for more information, or checking out the items they left in their shopping cart. What that action is for your medical device company depends on your business’s goals.

 

Paid Social Advertising

Paid social ads involve creating ads and pushing them to certain audiences on social media sites, like Facebook and LinkedIn.

For B2B companies, LinkedIn advertising may be one of the better options, as you can target very specific audiences based on location, certain companies, and certain positions. Though LinkedIn ads tend to be one of the more expensive ad options, it’s one of the most effective for B2B sales models.

For B2C medical device companies, Facebook is an excellent option. It allows many different kinds of ads types (image, video, carousel, and more), sizes, and placements, so you can easily figure out what kind of advertisement works best for your budget and design capabilities. Its targeting tools are some of the best ones out there, as you can target audiences by age, sex, location, behavior, interests, and more — not to mention its lookalike audience tool can help you find more prospects you might not have found otherwise.

 

YouTube Advertising

YouTube advertising is a great option for medical device marketing companies with access to local production studios or an in-house video expert. YouTube offers several ad formats (skippable and non-skippable, ads that only show up on mobile devices, discovery ads, to name a few).

For those lacking access to a production crew, YouTube ads are still an option. You can film a testimonial from someone whose life was positively changed thanks to your product and make small edits as needed in a very basic video editing program.

Depending on the goal of your marketing campaign, some ad formats are better than others. Remember: you only have a few seconds (in the case of skippable ads, at least) to really get viewers’ attention, so be sure your ad is capable of doing that. Think of the story or message you want to get across in 30 seconds or less.

 

Organic Medical Device Marketing Strategies

SEO

Search engine optimization, or SEO, is the organic strategy of getting a website to rank higher on the search results page for certain keywords. SEO generally involves improving a website’s content, speed, user experience, and mobile accessibility.

SEO is often an overlooked strategy for medical device companies because a lot of companies are still focused on traditional marketing. Unlike other types of digital marketing strategies, SEO is a long-term strategy that takes time, strategic planning, and great content to produce consistent results. 

The good news is that since a lot of medical device companies are lacking cohesive SEO strategies, there’s ample opportunity to compete on search engines. A digital marketing agency that specializes in the medical segment, such as OppGenetix, will be able to pave a roadmap and build a robust plan for getting a medical device company onto the first search results page for their most valuable keywords.

 

Content Marketing

Content marketing is a strategic approach to creating, scheduling, and distributing useful content for your audience with the end goal of getting leads to take a desired action. Content usually refers to blogging, but it can be more than that. Content can be creating a podcast or YouTube channel with the goal of educating listeners or viewers about subjects that’s relevant to what you’re marketing.

For example, if you’re working to market a B2C medical device company that manufactures glucose monitors, you may want to create content about subjects diabetics should be aware of. This could be anything from covering new discoveries about diabetes, interviewing medical experts on the disease, diabetes management tips and tricks, and depending on your brand’s tone, maybe sharing some delicious diabetic-friendly recipes. 

These are starting-off points that can be expanded on further down the line, and many of these could overlap with others in terms of format. Uploading a podcast interview with an expert could also be revised as a blog post summarizing the interview or sharing highlights. If there were any subjects discussed in the podcast that could be discussed in more depth, those could be other blog posts.

You can make sure more people are able to see your content by posting it to your company’s social media accounts.

 

Social Media Management

If you don’t have any yet, you should create social media accounts for your medical device company. Managing professional social media accounts allows you to share updates (such as when your next webinar or trade show appearance is), interact with prospects and leads by either replying to their comments or direct messages, and link to blog posts and other content you’ve recently published. 

Some updates can be more personal, such as giving a staff member kudos for something they did well or introducing new staff members. Doing so humanizes the account, making it more approachable and relatable to followers. Posting teasers for new medical devices in the form of pictures and videos is another kind of update that may be worth sharing to your audience.

Interacting doesn’t just have to stay in the comments section. Many social media platforms have live video streaming options (i.e., Facebook Live and IGTV) that give you another level of social interaction, but in real time. Consider hosting webinars, FAQ sessions, and/or product demos and answer viewers’ questions over live video. 

 

Testimonials & Reviews

While case studies and clinical reports tend to satisfy medical device companies marketing to doctors or companies with a B2B sales model, B2C medical device companies’ audiences tend to find fellow consumers’ reviews and testimonials to be compelling. When researching products, most people will read reviews, both good and bad, to get a better picture of what it is they’re considering buying. Encouraging consumers to leave reviews and or give testimonials, then, can help prospects decide if your medical device is right for them.

Plus, positive reviews on Google My Business, Yelp, and Facebook can improve your website’s SEO. Positive feedback and reviews “tell” search engines that your company is one that is doing good work and is useful, which can bump you up a few positions on search engine results pages.

Of course, not all reviews will be positive. Rather than ignore the negative reviews, reach out to the person who posted it and apologize. Don’t make a copy-and-paste apology script and fill in the blanks; read what they have to say and apologize for that, and offer some kind of special incentive, if/when possible.

 

Traditional Medical Device Marketing Strategies

Trade Shows & Relevant Conferences

Attending trade shows and other relevant conferences and gatherings is a great way to market your medical device. It helps other experts or others in your industry put a face to the product, and it also allows you to show your professional peers how your device works. You can also learn from other medical device manufacturers and industry leaders and consider new ways to market your product, or even come up with new medical device ideas. Trade shows and conferences are also excellent networking events, and it never hurts to have more people in your network. 

 

KOL

Key Opinion Leaders, or KOL, in this industry are typically doctors who are highly regarded in their respective medical fields. When a KOL talks about your medical devices and how they have helped their practice and more importantly, their patients, to others in their field, they are marketing your product. Word of mouth marketing is perhaps the most important form of marketing, and even moreso when a respected KOL recommends your products. Not all industries have KOL, but the medical field certainly does, so use KOL marketing to your advantage.

 

Grow Your Medical Device Company with a Digital Marketing Strategy That Works

This medical device marketing guide is simply that: a guide. It is meant to start sparking ideas for how to better market your medical devices. For more ideas, inspiration, and digital marketing guidance, contact our HIPPA-trained digital marketing agency today. We offer a free digital audit to see where your medical device company’s marketing strategy is doing well, and also to identify improvements and new opportunties for growth.

By OppGenetix

14 Medical Marketing Solutions for Getting New Patients

Patients are the lifeblood of medical clinics and practices. Without a regular flow of patients, clinics can’t survive. In order for clinics and practices to exist (and ideally, to thrive and to grow), you need to find new patients. To find new patients, you need to come up with some medical marketing solutions. And luckily, we’re here to share 14 medical marketing solutions that can get new patients into your clinic or practice.

 

1. Pay-per-click

Rather than seeking out new patients, why not try having new patients seek out your clinic? Paid search advertisements are an excellent way to have local prospects looking for your services find your clinic. These ads are tied to specific keywords and phrases prospects may use when using search engines like Google, Yahoo, or Bing, when looking for treatments or medical procedures.

There are 2 main kinds of paid search ads: search ads and display ads.

 

Search ads

Search ads are text-only ads that look similar to organic (unpaid) search results. As the name suggests, they incur a cost whenever someone clicks on them. Search ads shown when someone within a certain radius searches for certain keywords and phrases that are relevant to your clinic’s services, so you can be fairly certain the right people are the ones clicking on the ad.

You determine the cost per click (CPC) using a search engine’s keyword bidding system. The better the bid, the better the ad placement.

 

Display ads

Display ads are image ads that come in a wide variety of shapes and sizes. Unlike search ads, display ads are not placed on search engine results pages (SERPs); they are placed on websites that host relevant content. For example, a blog post about someone’s weight loss journey may have display ads featuring a local medical weight loss clinic.

They tend to be more affordable than search ads, which charge on a per-click basis. Display ads typically incur a cost for every 1,000 impressions (CPM).

Display ads are perhaps most effective in remarketing (or retargeting) strategies, which involve getting someone who visited a website or page but didn’t take any action (i.e., clicking anywhere on the page, going to a different page on the website, buying something, filling out a form, etc.) to come back and take action.

 

2. SEO

Search engine optimization (SEO) is a strategy that boosts a website’s organic search engine rankings for certain keywords, with the end goal of achieving a steady increase and a constant flow of organic traffic to get more leads.

Unlike pay-per-click advertising, SEO is not a quick one-and-done solution. It takes time to see the results and it is not something you can stop doing once you start it. It is a continuous process of improving your clinic’s website and creating more in-depth content. The end result of SEO (a more consistent flow of organic traffic to your website that will result in more qualified leads) is well worth the time and effort.

 

3. Paid social

Social media is a fantastic tool for sharing life events with friends and family, but it’s also excellent for marketing your medical services and solutions. Paid social ads have more flexibility and options than paid search ads do, as social media sites like Facebook have a lot more user data to work with than Google or Bing does, which allows for even more accurate targeting options. You can seek out prospects based on their location, sex, age, interests, and behavior.

Paid social ads also have more options when it comes to ad types, sizes, and page location: image ads, video ads, carousel ads, collection ads, and more. 

 

4. Organic social

If you’re running a paid social ad campaign on Facebook, then you already have a Facebook page set up for your clinic. Don’t just use the Facebook page only so you can use paid social ads; use it as a way to interact with prospective patients and current patients. Share your latest blog posts and clinic updates on a regular basis and reply to your patients’ and prospects’ comments.

 

5. Referral network

Don’t underestimate the power of word-of-mouth marketing: a 2013 Nielsen survey found that 84% of people trust recommendations from people they know, making it the most influential kind of marketing.

Patient referrals and recommendations can go a long way in drawing more patients to your medical practice. The best way to build up a referral network is to provide the best possible service and treatment to your current patients, who will hopefully tell their friends and family about their experience.

 

6. Price comparison tools

Creating a web page with price comparison tools can be a very persuasive medical marketing solution. Even posting the general prices of your services and breaking down the expenses can persuade people to go to your practice. Considering that the majority of practices and clinics are not usually 100% transparent about the costs of services and procedures on their websites, you’ll likely find more patients scheduling appointments at your clinic as a result.

 

7. Attractive special offers

Consider implementing a special offer that’s hard for patients and prospects to turn down. This may be a free initial consultation, a discount for patients who refer friends and/or family, running a raffle or drawing for a gift card for patients who write reviews for your clinic, and so on. Don’t forget to share any of these offers on your social media pages!

 

8. Groupon presence

Make a Groupon Merchant account to find new patients while also sharing special deals or discount options. Groupon customers tend to be loyal and do a good job of referring places to friends and family, making them ideal prospects for your services.

 

9. Webinars

Educating prospects through web-based seminars, or webinars, can help persuade prospects who are on the fence about your services, how they work, and their overall effectiveness. (Many of our medical clients, such as Northwest Pain Relief Centers, have generated leads through seminars and webinars we helped promote.)

When you’ve finished your webinar, you can open up a Q&A session as well as a sliver of time to schedule an initial consultation to prospects who seem very interested in your clinic’s services and procedures.

 

10. Event sponsorships

Get your clinic’s name out into the world by sponsoring local events. If you treat peripheral neuropathy, sponsor a group participating in a JDRF One Walk event and create T-shirts with your clinic’s name and logo on it. You could also rent a booth and discuss your services and how they can be of help to someone with Type 1 diabetes. Print out pamphlets that discuss the statistics and signs and symptoms of peripheral neuropathy and include your clinic’s contact info.

The event doesn’t necessarily need to be 100% related to your clinic, either. With a little creativity, you can easily rent a booth at a local convention, conference, or other gathering and think of a creative twist on the services your clinic offers and work those services into your booth’s activities. A podiatrist could rent a booth at the state or county fair and print out coloring pages of shoes and have kids color them in. The best shoe design could win a free gift card or a discount to your clinic.

 

11. Outdoor signage

Investing in outdoor signage can make your clinic easier to find while also making your clinic more visible. Consult with a local business that makes custom sizes and designs and keep in mind the weather in your area. If your clinic is in a location that experiences regular rainfall or heavy snowfall in the winter, you’ll need something waterproof and more durable than a place where the weather is consistently hot and humid all year round.

 

12. Direct mail

Direct mail marketing has improved over the years — USPS has gone so far to include a free mail route mapping tool that allows you to target addresses in specific areas as well as marketing insights, and even a B2B or B2C option that can shift into word-of-mouth marketing and sharing. And that’s just scratching the surface of the USPS’s direct mail offerings. They’ll let you design and format postcards, brochures, letters, flyers, and more, all of which can be done or picked up at your local US post office, so you can make a truly one-of-a-kind direct mailer advertisement.

 

13. Radio and video advertising

Getting a local radio or video ad spot can be an effective option for medical marketing. While local TV commercials aren’t exactly Super Bowl quality (they’re not), they still need to have some level of professional quality to them. The visual quality of a TV commercial will certainly impact prospects’ perception of a clinic, and having a lower quality commercial will undoubtedly deter prospects from making an appointment. That said, it’s a good idea to partner with a local production team to ensure your TV commercial is the best it can possibly be.

Radio ads can give you more flexibility; you can write and produce a radio ad with minimal effort, and with the technology available, poor quality is less of a concern than it would be for a TV commercial.

 

14. Newspaper ads

Newspapers, believe it or not, are still around and are accepting print advertisements and press releases that can be reformatted and used as an article, both digitally and in print.

Keep in mind with submitting a press release, you will want to give the paper some time in advance, as they may have a list of stories they are required to include that day. Submitting a press release ahead of time gives the paper plenty of time to prepare and make space and figure out what articles they should include and which ones can be cut. Generally speaking, press releases are more effective than print ads. They’ll be included in both print and digital editions of the paper, which allows you to share the press release to your social media channels.

That said, don’t discount print ads yet; they don’t require as much advance notice as press releases and the advertising department will work with you to ensure your ad is the right size, design, and colors, and located in the right place.

 

Drop us a line for more medical marketing solutions

These 14 medical marketing solutions are only a drop in the bucket of options available to you. For even more medical marketing solutions and ideas, contact us today.

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