Buzzing by at high speeds, very few drivers noticed the enormous billboard.

Promoting his medical service, the marketing agency had promised “astronomical numbers of new patients.”

But now the medical doctor realized there wasn’t an easily identifiable way to measure the return on his investment.

Traditional marketing still has a place in our digital age, but its dominance has waned courtesy of a “young” upstart.  

Enter digital marketing (insert pyrotechnic display here)!

Let’s see why you should add it…shall we?

One unique characteristic of this industry is the varied skill sets that are held by its practitioners.  It’s a marketplace where mathematicians, creatives, and analysts work alongside each other on a daily basis.  

College grads enter digital marketing with majors ranging all the way from journalism to communication.  A classmate was surprised his non-marketing degree positioned him for being hired on by companies hungry for his talents.  

Are you still mulling over whether to hire a digital marketer for your content needs?  It’s wise to identify any gaps in the candidate’s “toolbox” before making a major switch to uncharted territory.  

Some skills to look for: 

•     Engaging writing style
•     Ability to interpret data
•     Familiarity with social media
•     Understand consumer behavior
•     Comfortable with learning new technology 

The skill I would put at the top of my list if I was looking to hire a digital marketer would be “teachable.”  This soft skill can separate those who are looking to collect a paycheck from those who are “hungry.”

Writing samples from this professional should draw you in right away, and clearly translate complicated healthcare language into simple terms.

Is your practice on the social media channels that prospective patients frequent?  Maybe you’re unclear on what platforms they even spend their time on.

Experienced digital marketers can assist, as you don’t need to be on all social media…just the one or two that make the most sense. 

A digital marketer’s skills and abilities trump technical knowledge of platforms, so pay attention to their experience and portfolio. 

Now that you’ve determined the skill set you want, let’s look at the benefits of marketing your practice.

Your typical workday would probably give even the top natural planners a double take.  In-person and virtual patient visits, consultations, peer meetings, another meeting with your practice manager, the list goes on.

Because of this, the first benefit of investing in healthcare digital marketing lies in adding a steady stream of new consultations. 

And without having to dedicate any more of your precious time to lead generation.

Some other benefits:

• Increased awareness around your practice
• Higher rankings on Google search
• Drive traffic to your medical website
• Improved engagement from current patients

On a daily basis, you’re dealing with data as a medical provider.  Normally it’s around metrics associated with the operation of your practice.  Percentage of no-shows, patient satisfaction, number of new consults, and so forth.

But online marketing tools offer more data than you can sift through in order to glean actionable insights.  Hence another benefit that isn’t as flashy but is still extremely important. 

A good digital marketer can relay what’s working well, and where there’s room for improvement.  An honest assessment and readjustment to any dips ensures your investment is valued and ROI is transparent.

Trust is integral to any business relationship, so partner with someone with high integrity to supplant their marketing prowess.