Last updated March. 02, 2021
In 2021, gastroenterologists must be ready to work harder in order to keep their current clients and attract new ones at the same time. 2020 was a tough year for everyone, but those who understand and appreciate the importance of digital marketing survived better than others.
There is no secret to building a remarkable gastroenterology practice but marketing. To get ahead of other practitioners in the field, you will have to take your marketing to the next level this year. You will have to know the right strategies and use them correctly.
How exactly can you take your gastro marketing to the next level in 2021? We have a few valid points to discuss here. Read carefully to get the important information you must implement to get ahead.
1. Consider What Worked Last Year
This is the best place to start. There must be some things that worked really well for you last year. If this is the case, you simply have to start from there to make improvements. Do you know what really worked for you? If you don't, there are a few ways to find out.
Google Analytics is one of the most helpful tools when you are trying to identify what worked for you the previous year. Look out for the content that became popular and attracted most visitors. You can create more of such content this year.
In addition to using Google Analytics to identify the content that worked best, try to consider other strategies that paid off throughout the year. Modify the strategies with the realities on the ground to take your marketing efforts to a whole new level.
2. Get In Line With a Proven Brand Strategy
To take your gastroenterology practice to the top, you have to look beyond marketing methods. You will need to build your brand if you want sustainable growth that will make you an authority in your field within your locality and beyond.
The first step towards building a sustainable is defining your brand and what you hope to achieve with it. This way, you can get it right with all branding elements like logo, website design, and the language for your posts across all platforms.
Remember that branding runs through every aspect of what you and your team do. It must be felt in the services you render and the way and manner you relate with your patients. Your brand strategy must include every core element of branding.
3. Be Flexible
While consistency is one of the key elements of branding you must adhere to, flexibility in marketing methods is very important. Your market, as a gastroenterologist, may not change often, but the way to reach new patients optimally will continue to change.
You must be flexible enough to accept important changes to marketing methods and adjust your strategies accordingly to meet your unique marketing needs. You have to find new ways to appeal to a new audience without losing the trust and confidence of your existing patients.
Flexibility is about discovering and implementing new ways to showcase your brand in a positive light. It involves making little changes to get the attention of new potential patients and keeping things interesting for those who have already committed to your brand.
4. Experiment with Storytelling
Storytelling has always been a great way to engage an audience. It is becoming even more relevant in digital marketing today, and the time is right for you to take advantage of it. If you are already invested in storytelling as a form of marketing, don’t relent yet.
As a gastroenterologist, you can't just tell any story in order to appeal to an audience. You have to tell stories that are relevant to your field and consistent with your brand strategy/image. Compelling storytelling techniques will get the attention of your audience and improve the popularity of your brand.
You can include endorsements and testimonials from your current patients in your storytelling. Once your services are the star of the show, there is nothing wrong with showcasing while you are the best and why people need to take gastrointestinal health seriously.
5. Embrace Video Marketing
Video marketing has long been identified as a viable marketing method. It is becoming popular and works for physicians pretty well. If you haven’t started already, this is a good time to embrace video marketing.
There are different ways to market your gastroenterology practice with videos. You don’t have to make long, boring videos. Instead, you can start with short explanatory videos. You can talk about common problems faced by patients and how to manage them. You can also make promotional videos for your practice.
There is no one-style-fit-it-all with video marketing. You need to be ready to experiment until you find what works best for you. Even when you find an effective video marketing strategy, stay flexible, and open-minded about the next big steps.
6. Automate Social Media
The importance of social media for any digital marketing endeavor cannot be overemphasized. Social media has become a big part of our lives. At the same time, different social media platforms have become the most effective marketing channels.
Establishing a social media presence is never the end of the journey. Rather, it is the beginning, and you have to put in serious efforts to enjoy all the advantages it can offer you. You must be ready to grow your audience and engage them. This may take more bandwidth than you have.
To make things easy, you can automate social media. There are services that allow you to consolidate your social media accounts. When you automate, you will be able to write, schedule, and view all posts on a single dashboard. It also allows you to monitor your analytics easily.
7. Try an Irresistible Loyalty Program
Loyalty programs are becoming more popular among medical practitioners. Do you have one in place? How is it going? If your loyalty program doesn't seem to be yielding good results, it is time for improvement. If you currently don't have one in place, it is a good time to try.
Loyalty programs are supposed to be relevant to customers (patients in the case of a gastroenterology practice). Relevant free gifts may be okay, but one of the best ways to make your offer irresistible is when it pertains to the health of your patient. You can offer a discount on the next checkup.
You should know your patients better. You should know what will be more relevant to them. Initiate loyalty programs that will make sense to them. The more irresistible your program, the higher your chances of keeping them and attracting more patients.
8. Consider Revamping Your Website
This is the last suggestion here, but it is certainly not the least. In fact, it may be the best thing you will have to do this season to take your marketing to the next level. Your gastroenterology website must project the image you want your current and prospective patients to have of your practice.
If it has been a while since your website was updated, it is time for a major overhaul. If, on the other hand, you always try to keep it updated, the New Year is a good time to give it a little touch.
Revamping or remodeling your website may seem like something you can neglect with no serious consequences, but this is not always the case. A fully optimized website will earn you back the money you spend on revamping it.
To remain competitive, you need to take digital marketing seriously. If you want to dominate and become an authority in your field and locality, you will need to take your marketing to the next level. We have discussed the most effective ways you can do that. Working with an online marketing consultant can make things easier.