The art and science of marketing have intrigued me for years, ever since I was a college student training with the top doctors in my area. I absorbed everything I could about marketing techniques and strategies, but that knowledge took on new meaning when I launched my first virtual functional medicine practice. 

After spending more than a decade helping talented practitioners drive revenue using virtual healthcare, I’ve come to understand the vast impact of digital marketing for medical practices. Even the best clinical minds will struggle to increase revenue and reach without a strategic marketing plan.  

Perhaps you’re struggling to hit your stride in marketing. I’ve worked directly with hundreds of doctors who experienced the same uncertainty. Many of them were trapped in a cycle of analysis paralysis as they questioned, doubted, and debated which marketing channels would best serve their medical practice marketing needs. 

Today’s marketing playing field looks nothing like it did 20 years ago. Instead of selecting the best brochure or billboard location, you’re evaluating dozens of online platforms to find the best fit. There’s Clubhouse. Pinterest. Instagram. Gab. Facebook. Telegram. Twitter. TikTok. Podcasts. YouTube. And so many more. 

How can you sift through such an overwhelming list of options to find the channels that best cater to marketing strategies for a small medical practice like yours? Let’s delve into the process behind answering that question so you can build the momentum to grow your practice. 

First, Stop Asking the Wrong Questions

A cohesive digital marketing plan differentiates your practice from competitors and attracts a loyal tribe of devoted patients. But you’ll experience a much longer, more arduous path to success if you keep asking the wrong questions. 

Right now, your questions might sound something like this: How can I dominate social media? How can I be bigger and louder than my closest competitor? Which platforms are most popular? 

Although those might be valid questions, they’re not the right questions to ask first. Instead, they’re the questions that lead doctors to hire expensive agencies to blast social media channels with noise that lacks strategy. 

Finding true marketing success online requires stepping back and answering a few other questions first, questions designed to build authentic “know, like, trust” with your target audience. 

Shift Your Perspective on Digital Marketing for Medical Practices

I know firsthand the temptation to dive head-first into the murky waters of digital marketing. I also understand the fear of missing valuable opportunities if you wait. 

But I’m here to share the secrets I’ve discovered through more than 10 years of experience developing marketing strategies for small medical practices. It all starts with your passion. 

What ignites the most passion in your professional life? Who do you want to serve? These are the best questions to shift your perspective on digital marketing for medical practices. Once you identify your passion, you can narrow down that focus into your niche, which will inform your marketing strategies and preferred marketing channels. 

Start Asking These Questions

Align your practice with the right marketing channels by reflecting on these questions and their informative answers. 

Are you focused on going wide or deep in a particular niche and funnel?

Some businesses choose to “go wide” and cover as much virtual space as possible, but this probably isn’t the best choice for your virtual practice. I recommend “going deep” to capture as many followers within your specific niche as possible. This allows you to generate more traffic from the people who find your message and mission most valuable. 

Who is responsible for your marketing?

Some doctors prefer to keep their hands on the digital marketing steering wheel at all times, but others entrust the task to a teammate or agency. Make sure you leverage the strengths of your marketing leader when selecting your prime marketing channels. 

How much time do you spend on marketing each week or month?

Time is a precious resource, and some marketing channels demand more of it than others. Consider how many hours you’re able to allocate to marketing each day and week. If it’s not enough, you may need to find an alternate channel or hire a marketing expert to provide the focused commitment your marketing plan deserves. 

What resources are needed to make these changes happen?

Many aspects of your practice’s marketing efforts can be automated, but building your process requires human and financial resources. Ask yourself what resources you’ll need to launch your preferred marketing channels, and make sure the answer is realistic.

What is your budget for marketing?

Your financial marketing budget is another important consideration when planning your marketing channels. Some social media platforms are useless without a large budget, while others still support organic growth. You don’t want to spread yourself thin by allocating more money to a marketing budget than you can sustain. 

What works well for you offline? How can you replicate that online? 

Nobody ever said that taking your practice virtual requires reinventing the wheel! Find ways to adapt your best brick-and-mortar marketing strategies into an online channel. For example, if you love connecting one-on-one with patients to counsel them on their health, consider a weekly podcast to distribute your advice on a wider level. 

Why do you want to grow your medical practice in the first place? What are your goals for that growth? 

Don’t let yourself get lost in the minutiae of marketing techniques. Stay focused on your main goals. At the core of it all, your marketing strategies should always tie back into your vision for the future. 

Solidify Your Marketing Channel Choices

Now that you’ve taken the time to assess your passion, niche, and vision, it’s time to solidify your marketing channel selections. 

Here are a few general guidelines to help you. But remember, these are just general trends, not immovable restrictions:

• Facebook attracts middle-aged women (45 to 65 years old) and receives 84 billion hits a month.
• Instagram is an imagery-rich favorite for women 25 to 40 years old, especially for fitness and recipes.
• TikTok attracts viewers from younger generations who are native to social media.
• LinkedIn offers a higher net worth bracket of viewers who prioritize business relationships.
• Pinterest supports organic traffic growth, especially from women interested in natural living.

The bottom line? Find where your niche is living and connect with them there. If you do, you’ll build a tribe that values your input and hangs on your every word.