In today’s digital world, a robust digital marketing campaign is mission-critical for OBGYN practices to effectively connect with patients 24 x 7, provide ongoing education, and maintain a solid online presence. This post will give some practical action items for implementing a successful digital marketing campaign tailored for an OBGYN practice.
Define Clear Goals for Your OBGYN Marketing Campaigns
You can start by outlining your campaign objectives. Defining clear goals will guide your strategy and help you measure your campaign’s success.
For example, are you aiming to increase patient appointments, promote specific services like prenatal care, or raise awareness about women’s health issues? Like most OBGYN practices, the main reason for a campaign revolves around boosting patient volumes.
Consider Bracketing Your Target Audiences
Understanding your audience will enable you to tailor your content and messaging more effectively. Identifying key demographics, challenges, and preferences of potential patients, such as expectant mothers seeking prenatal care or women seeking second opinions for specialized services, leads to more targeted results.
For OBGYN groups, there are generally three primary audiences:
Women between 20 and 40: Women within this bracket want to establish a relationship with a gynecologist. The concerns within this age group span from general OBGYN care to issues related to fertility, contraception, and sexual health.
Women seeking prenatal care: Promoting maternity care secures patients for your practice and often leads to lifelong patients who rely on you for all their future GYN needs.
Women over 40: Tailored to address the specific needs of women who may no longer require contraception or fertility care. Health campaigns for this audience are geared towards tackling concerns like cancer prevention, incontinence, and menopause.
Create Content Specific to How Women Are Engaging With OBGYN Topics Today
Today, women are turning to other digital sources such as menstrual cycle tracking apps, pregnancy apps, baby gear recommendations, and other sources of health information. Also, interest in understanding alternative birth control options is gaining popularity. Could you be sure to identify all options available to women today?
To maintain a prominent position as a go-to resource for your potential audience, it’s essential to include this type of information to capture likely patients.
Action Item: Develop a content plan that includes these types of resources and blog posts, videos, infographics, and downloadable resources. Cover various pregnancy-related topics, gynecological health, postpartum care, and more. Focus on providing accurate information and addressing common patient concerns.
Optimize Your OBGYN Website
Ensure your practice’s website is user-friendly, mobile-responsive, and contains up-to-date information. Create a dedicated section for OBGYN services, physicians’ profiles, appointment booking options, and relevant resources. A blog section can be a valuable platform to share informative articles about women’s health.
Research relevant keywords related to OBGYN services and incorporate them naturally throughout your website content. This will improve your website’s visibility on search engines and increase the likelihood of attracting organic traffic.
Action Items: Conduct a website audit to identify usability issues or outdated content. Update your website with accurate and authoritative information as well as engaging visuals. Identify target keywords, optimize your website content, and add locality, meta descriptions, and headers accordingly.
OBGYN Marketing on Social Media
Choose relevant social media platforms to connect with your audience. Share patient reviews, health tips, and practice updates. Platforms like Instagram and Facebook can be particularly effective for OBGYN practices.
Consider tailoring blog posts by target audience:
- For a younger audience – topics related to sexual health, birth control options, and information about STDs.
- For those patients in childbearing years – consider providing content on topics related to maintaining a healthy pregnancy, breastfeeding tips, and insights regarding postpartum depression.
- For an older audience – topics such as incontinence, painful intercourse, and dealing with hot flashes
Action Item: Set up and optimize social media profiles. Develop a posting schedule that covers all target audiences and engages with followers by responding to comments and messages.
Add Patient Engagement Features
While adding and optimizing site content is necessary, building off that with engaging features such as quizzes, downloadable guides, and event registrations takes your users further down the funnel, driving them to a desired action.
Again, considering your three target audiences, utilize engagement features such as:
- For younger women – an online quiz about birth control options
- For those women seeking prenatal care – a downloadable maternity guide
- For older women – a downloadable guide that discusses menopause
Action Item: Develop online scored forms and informative guides available for download.
Encourage Online Reviews From Patients
Positive online reviews can significantly impact your practice’s reputation and help you rank in Google Map Pack results. Encourage satisfied patients to leave reviews on Google, Facebook, and Healthgrades. Respond to reviews professionally, promptly, and in a HIPAA-compliant manner.
Action Item: Develop a system for soliciting reviews. Monitor and respond to online review platforms regularly.
Implement Email Marketing
Start an email marketing campaign to nurture patient relationships. Send newsletters containing valuable information, practice updates, and exclusive offers. Personalize your emails to foster a sense of connection and trust.
Action Item: Collect patient email addresses and choose an email marketing platform. Could you create a series of engaging emails to be sent regularly?
Designing a successful digital marketing campaign for your OBGYN practice requires some planning, consistent effort, and data-driven adjustments. By setting clear goals, optimizing your online presence, producing valuable content, and engaging with your audience, you can effectively connect with patients and provide them with the information and care they need.
Need help to jump-start your OBGYN marketing campaign? Reach out to Practis.
