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Why Content Marketing Matters to Medical Practices

Health Insurance Companies Process 1 in 5 Claims Wrong

Why Content Marketing Matters to Medical Practices

 

We hear it all the time.

Content is king.

Content marketing really works.

Seriously, guys. It really does.

Marketing professionals are always talking about how effective content marketing is, but does content marketing matter to medical practices?

The short answer is yes, content marketing works just as effectively in the medical field as it does for all other consumer-focused businesses. According to NeilPatel.com, 78% of consumers believe that organizations providing custom content are interested in building good relationships. That’s probably something you want to develop with your patients, don’t you think?

So let’s start at the beginning… what is content marketing and how can you use it to fill empty appointment slots at your clinic? Well, content marketing is the process of creating relevant, valuable content to attract new audiences. By distributing targeted content, you can clearly define your practice and establish yourself as a go-to source.

But wait there’s more. According to ContentMarketingInstitute.com, 90% of businesses currently use content marketing, and why wouldn’t they? Content Marketing Institute explains that content marketing leads to:

  • Increased sales
  • Cost savings
  • Better customers who have more loyalty

So you see, content marketing does matter to your medical practice, but where do you start?

Where to Begin

68% of Online Searchers Don't Go Past the First search Engine Result PageIt is important to understand that content is not the only key to appearing high in search engine rankings, but it definitely helps.

You also need:

  • A strong Search Engine Optimization (SEO) strategy. This strategy is a guide to getting your site listed on the first page of google using specific keywords and phrases.
  • A social media presence. Having a presence on top social networking sites including Facebook, Twitter and Google Plus will help you connect with millions of users. According to statista.com, “78 percent of U.S. Americans have a social media profile today.” So, by having a social media presence, you can connect with a large audience; and the more you engage with users on social media, the higher you will be listed on search engine result pages.  
  • To constantly monitor your website via online reputation management. ORM is the process of understanding what patients are saying about your practice and then determining the best ways to improve what is being said online.

How to Get Your Site Listed on the Front Page

1. Write about relevant content

Dragonsearch.com states that 61% of consumers’ decisions are influenced by custom content. When it comes to creating content, you should write about what you know. Some great examples to help get you started are:

  • Patient testimonials
  • Discussion of new treatment technology in your field
  • Risk factors for potential diseases
  • Quick top 10 lists – this is particularly effective when creating custom content. These lists are short reads (something many patients will appreciate), but they still help you establish authority.

Also, it is important that you use meta keywords in your writing to link to other pages on your site. If your website doesn’t have the ability to do so then it’s time to  build a new website that does have these features.

2. Set a schedule and stick to it

Creating content is a never-ending process. It’s important to continuously generate new posts such as video testimonials, articles or blog updates on a weekly basis. Posting 2 to 3 pieces each week will help you boost your ranking.

Social Media Marketing for Your Medical Practice3. Promote your hard work

At the end of the day, you’re not writing for your health, you’re writing to boost business, right? So, why would you write, publish and then not tell anyone?


You can earn more patients by:

  • Spreading word of your website. Mention it to friends and family, at networking events, or have your doctors put a link to the website on their presentation slides when they host meetings.
  • Posting about your website on social networking sites. Including a link on your social networking profiles can drive more traffic to your website.

If you need help spreading the message, you can always contact someone who specializes in the field. Ultimately, the goal is to spread news of your website to the world.

The Takeaway

Building good relationships with patients is essential for medical practices today.  If you create custom content frequently and spread the word on it, then you will increase your position on search result pages and establish yourself as an expert in the community.

Corey Gehrold
Corey Gehrold is Vice President of Client Strategy at Insight Marketing Group. He has close to a decade of experience successfully marketing medical practices via traditional, virtual and inbound (content) marketing methods. He enjoys innovative marketing, analytics, chocolate chip cookies and rooting for the Orlando Magic.

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The analysis of any medical billing or coding question is dependent on numerous specific facts -- including the factual situations present related to the patients, the practice, the professionals and the medical services and advice. Additionally, laws and regulations and insurance and payer policies (as well as coding itself) are subject to change. The information that has been accurate previously can be particularly dependent on changes in time or circumstances. The information contained in this web site is intended as general information only. It is not intended to serve as medical, health, legal or financial advice or as a substitute for professional advice of a medical coding professional, healthcare consultant, physician or medical professional, legal counsel, accountant or financial advisor. If you have a question about a specific matter, you should contact a professional advisor directly. CPT copyright American Medical Association. All rights reserved. CPT is a registered trademark of the American Medical Association.

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