There is a big marketing opportunity which is often overlooked by doctors in India, and that is to tap into the huge appetite that your prospective patients have for consuming information related to their health problems.
Marketing is no longer just about putting out your offer of a consultation or the treatments that you provide and hoping that the patient will pickup the phone to book the consultation or visit your clinic.
If you have been practising medicine for any length of time, you know that today’s patient is way more informed than the patient of yesteryears.
Before they decide on whether to visit or contact you, they would have already checked you out on the social media platforms, read your online reviews (the new word of mouth) and then make up their mind to contact you or not.
If you are not putting out content in front of your prospective patients then you are missing out big time, because trust me one of your competitors is certainly doing so.
So, the big question becomes which type of content should you create?
Here are 4 ways doctors can transform their marketing using educational content.
The first thing you need to start with is figuring out what are the most commonly asked questions that your patients ask when they consult with you. Create this list of FAQ’s (frequently asked questions) and start creating content around it, it could be articles, videos or infographics.
The second thing you can do is make a list of questions that they should ask but don’t. This can be about the pros and cons of the different treatment options and the things they should know about before starting a particular treatment or procedure.
Third, debunk the myths and misconceptions about your prospect’s health problem and the treatments.
Unfortunately, there is a so much misinformation out there on the internet when it comes to any health issues, these can be detrimental to your prospects well-being.
Create content which counters these myths and gives them the right information.
The fourth thing you can do is create content around the patient’s experience when they visit your clinic, you can make a virtual tour of your facilities, introduce them to your staff, give a brief overview of the procedures, equipment, and machines that you use etc.
The idea behind all of this is that you are in front of your patient in each phase of their “buyer’s” journey, from the research phase, to the comparison phase, and finally to the buying phase.
You need to meet them wherever they are in their journey. And there is no better way to do that than to create specific content for each phase.
If you do this consistently enough you will soon become the go-to resource for these prospects and you will be the first person they think of when they want to visit a doctor for their health issue.
