OPHTHALMOLOGY
MARKETING

Are you finding it difficult to attract new patients via word of mouth? Does it seem like all your usual marketing tactics are no longer working? If so, it’s time to give your marketing strategy an overhaul. It used to be that ophthalmologists could rely on a steady stream of referrals from existing patients and other medical specialists. Now you’re struggling to book appointments and wondering how you’ll ever grow a thriving practice. Unless you make some major changes, you’ll keep seeing the same lackluster results.

Lead to Conversion understands how important it is for ophthalmologists to use local search, social media and other digital tools to generate leads. Download a free copy of our 10-step action plan, Ophthalmology Marketing Mastery in 30 Days, to learn how to use these tools to grow your practice.

OPHTHALMOLOGISTS MARKETING 101

For years, the only real marketing medical practices such as ophthalmologist surgeries had to do was provide excellent service in a well-maintained practice. Word of mouth and customer loyalty pretty much took care of the rest. Even if you could invest in TV or radio ads, the public might be suspicious and think it’s unsavory for a doctor to use such explicit methods of self-promotion.

Also, customers don’t feel the same sense of obligation or duty once they’ve had a good experience somewhere, so they’re less loyal. With so much access to information online, they can search around and try out different places. As such, ophthalmologists’ marketing should be aimed at both acquiring new patients and inspiring loyalty from previous ones.

women helping bariatric surgeons with their marketing

Digital Marketing for Ophthalmologists

You can use social media, your website and content marketing to drive additional loyalty from customers and increase your visibility online. It’s easy to slip into comfortable habits and stop updating your website and digital output — but this could be lethal for business. The marketplace is changing faster than ever, so to keep up, you’ll need to continually update your digital marketing offering. Some important aspects of ophthalmologists’ marketing in the modern era include:

The First Impression

Where the outside of your surgery used to be the first impression clients would get, it’s now your website in most cases. In the last couple of years, people have started using mobile devices more than any other way to access information — so all your digital output should be optimized for every device.

Missing out on these details could be costing you potential patients. The modern consumer is discerning and fickle, so you’ve got to find creative ways to engage them and hold their attention — all while still delivering the same excellent standards of service.

Data-Driven Insights

One of the most useful aspects of your digital marketing efforts is access to extensive data. You can learn about who visits your website and how long they stay on it and identify which areas they leave. By doing this, you can refine the online patient experience exactly as you would for their experience in the ophthalmology practice itself.

By using real data instead of guesswork, you take out any biases or preferences and make decisions based on what works and what doesn’t.

Local Searching

If you haven’t optimized your website for local SEO, you’re missing out on so much. Potential patients will find it harder to find your website, there will be less valuable content to engage them with on your website and you’ll miss out on highly lucrative local Google search intent. People are searching for services near them more and more — and Google is encouraging it. You can use the tools provided by Google to make the most out of these local search intentions while paving the way for a strong online presence and a torrent of inbound leads from prospective patients searching locally.

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THE TOP WAYS TO PROMOTE OPHTHALMOLOGY THROUGH DIGITAL MARKETING

Website Design

One crucial aspect of SEO and digital marketing in general is web design. If your site is difficult to navigate, the pages load slowly and visitors leave quickly — you’ll rapidly slide down the SERPs.

Additionally, visitors are less inclined to stay on a site that loads slowly, isn’t optimized for mobile or doesn’t look like it’s high quality. As the first impression for most people, your website needs to reflect the standards of your practice in order to maximize your brand’s perception in the eyes of potential ophthalmology patients.

Social Media Marketing for Ophthalmologists

Social media gives you a unique opportunity to integrate yourself into the local community. It’s a great place to grow your audience reach as happy patients share the content you produce and write glowing reviews online which is great for reputation management.

Social media marketing is vital because it’s a direct way of connecting with your target market, finding out what they want and building lasting relationships with your patient base and prospective patients seeking information or referrals for surgical options such as cataract surgery, lasik surgery, refractive surgery, etc.

Ophthalmology SEO

To be more precise, search engine optimization is about fine-tuning your website and building backlinks so you rank higher on search engine results pages.

To give you an idea of how extensive this job is, Google’s algorithm alone uses hundreds of different factors to decide where a page ranks. Your website needs to be well written, contain the right keyword strings, provide local information, be easy to use, have quality inbound links from third-party sites, and much more.

Do You Have a Content Marketing Strategy?

Part of SEO marketing for ophthalmologists includes creating actionable, useful content for your target audience. This content should contain the necessary keyword strings and be well-written enough to please Google’s picky algorithm.

Content marketing is an excellent, cost-effective method of marketing because the benefits are multiple. You rank higher on the SERPs, engage current and prospective patients and establish yourself as a thought leader in your field of expertise.

PPC (Google Ads)

SEO and social media marketing are long-term strategies, so you won’t see results right away from when you first kick off these marketing initiatives. As you create more content and demonstrate a consistent presence and brand identity online, these strategies bear more and more fruit.

For a quick result, you can use pay-per-click ads from Google to bid on keywords and instantly get to the top of the SERPs with monthly cost controls available to manage your marketing budget each and every month.

Get Guidance From an Expert Digital Marketing Agency

For more expert healthcare marketing advice from a team with decades of combined digital marketing experience, call Lead to Conversion today at 855-473-6582 for a free, no-obligation consultation.

LET’S GET STARTED

For more information, please call (855) 473-6582 to speak with a digital marketing expert today for a free, no-obligation consultation and assessment.

Whether you’re looking to design a new site, run a PPC or SEO campaign, or deploy a holistic strategy doing it all, Lead to Conversion will take the time to put together a customized digital marketing strategy guaranteed to solidify your online presence and precipitate bottom-line results.