Pull Marketing: The Preferred Approach in Healthcare
Marketing strategies generally fall into two categories: push and pull.
Push marketing involves taking the product directly to the customer (e.g., through display ads), whereas pull marketing revolves around creating demand so that customers come to you.
In healthcare, where decisions are often intensely personal and need-based, pull marketing tends to resonate more. When patients feel the need for healthcare services, their first step is often a search engine query—making search marketing a crucial player in your strategy.
The Strategic Edge of Search Marketing
Why Knowing Your Audience is Key
Effective search marketing hinges not just on reaching an audience but on reaching the right audience. For instance, consider the above surgeon specialising in knee replacements. While social media might seem pervasive, it's often not where their potential patients are focusing their searches (indeed, many older patients may not even use social media). Rather, these patients are likely using search engines to find specific treatment options and local specialists. Understanding this behaviour is essential for crafting focused marketing that connects directly with those who are seeking your specific expertise.
The Psychology of Search: Being Found When It Matters Most
Imagine a person experiencing knee pain who types "knee replacement surgeon in [Suburb Name]" into a search engine.They're not just looking for any surgeon; they're looking for someone within reach and, implicitly, someone they can trust. This moment of need is where search marketing does its best work—placing your practice right in front of potential patients when they’re most receptive.
Why Search Marketing Is Ideal for New Practices
For new healthcare practices lacking a substantial patient database, search marketing is indispensable.
It directly connects you with potential patients actively searching for your services. This approach allows new practices to quickly establish visibility and start building their patient base efficiently, bypassing the need for a pre-existing database and accelerating growth from day one.
Let’s Make Your Practice the First Choice for Local Patients
Let's make sure when patients are searching, they find you.
Founder and CEO of practiceedge
