Longevity
Your website visitors and social media followers want to be assured that your medical practice isn’t going to be a fly-by-night business. Besides reputation and results, stability is one of the most important factors the average patient places on their must-have list when searching for a new medical practice.
Statistics
Always use real, provable statistics with regards to your practice. Never inflate the amount of patients in your database, the number of success rates or any other statistical information pertaining to your practice. False information will only tarnish your reputation and cost you a lot more financially in the end than misleading data would benefit you.
Endorsements
Positive feedback from past customers/patients is one of the most valuable pieces of marketing you can own. Testimonials from patients ranging from discussions about services rendered, exceptional care given, or even how a physician went out of their way to make sure someone paid them some attention are critical to building a strong online medical reputation.
Self-Promotion
Be your own biggest cheerleading squad. Establish yourself as an expert in your field of medicine. If you’ve been awarded honors from the AMA or were given kudos from a peer, let your patients know. The right amount of self-promotion can be a great thing if used properly. Take a cue from the AMA who just launched a national ad campaign highlighting the its work to protect the trusted bond between patients and their physicians.
Accessibility
Keep your website up-to-date with all your pertinent contact information. Check weekly to make sure your links are live and actually go to the right pages on your site. Using only an email contact or "for more information" form is a red flag to potential patients. No one enjoys being thought of as a number and not a person. Medical care is extremely personal. Be aware of this fact and tailor your website accordingly.
The Personal Touch
Make sure your practice is visible in all areas of the media from directories to social media sites to yes, even hard copy publications like the newspaper. Plan to follow up your online accessibility with offline live bodies. Employ enough staff to cover your phones during regular business hours. The average consumer dislikes having to play voicemail tag especially when it comes to healthcare and sensitive medical issues.
Special Promotions
Physicians generally don't have "specials." This marketing tactic is typically utilized by e-commerce sites. You could offer a reduced initial first visit or a discount for referrals.