The Ultimate Guide to Urology Practice Marketing

Whether you’ve just opened your urology practice or you’ve been in practice but want to bring in more patients, it can be daunting figuring out how to let everyone know you’re the best resource for the care of the male urinary and reproductive systems. Today, the best ROI for your marketing dollars needs to incorporate a mix of both digital and traditional marketing strategies as part of your overall urology practice marketing plan.

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Urology Practice Marketing

By reading this guide, you’re already one step ahead of other practices. Here we cover the gamut of urology practice marketing ideas, examples, and strategies to ensure your practice will have a healthy mix of returning patients and new patients coming through your office door.

This guide examines over 14 unique urology marketing channels. We’ve divided it into two sections: digital marketing ideas and traditional marketing ideas. These channels work together toward the end goal of driving more patients to your vein clinic! Here’s what we’ll cover:

Urology Marketing Strategies

Traditional Urology Marketing Strategies

Urology Website Design

WHY IT MATTERS

0%

of people make judgements about a company's credibility based on its web design.

Your website is your key to everything. It’s the place where new patients get their first experience with your urology practice. What will their first impressions be? Your site needs to be a showcase for your skills, areas of specialization, and attentive staff. It needs to set you apart from other urologists. Your website must work seamlessly on mobile devices, clearly conveys your practice’s brand in the digital world, and makes it simple for a patient to contact your office with a question about a possible enlarged prostate or fertility issue or to schedule an appointment. Of course, the best website also needs to have fast, reliable web hosting to go with it.

This can seem foreign to you, so who will you enlist to help you navigate this digital marketing world? It would be best if you started with a digital marketing firm with specific experience designing urologists' sites. You’ll need an agency that understands different conversion strategies for the procedures you specialize in. And your urology website needs robust, informative content that your visitors seek, along with tools such as animated procedures, a built-in blog, and easy calls to action to help patients move from curious interest to making an appointment.

Urology Search Engine Optimization (SEO)

WHY IT MATTERS

0%

of all traffic from the average Google search goes to a result on page one, according to Chitika.

Google has a singular goal: to quickly return the search answers that fully satisfy the searcher’s query. To do so, its algorithm weighs various factors in determining if your website is relevant to the query, is trustworthy, and if it deserves to rank highly in organic search returns. The key is optimizing your urology practice website so that you can rank highly for the procedures and treatments you specialize in.

How do you help this happen? Discuss with your digital marketing firm the areas you specialize in and your patients' areas that seem to need the most. This content then needs to be optimized so that you move up in search returns. The best place to start is to think about your top five procedures and the top five most common questions you get from patients. Please share them with your digital marketing firm, as these are areas you can shine in search.

Local Urology Directory Listings

WHY IT MATTERS

0%

of consumers who perform a local search ultimately visit a store within 5 miles of their current location.

Think back 10 or 15 years. If you wanted your urology practice to be listed in a local directory, you simply called the Yellow Page salesman. No longer. Today there are hundreds of online directories out there. It’s impossible for one of your staff members to constantly check all of these directories (if you could even find them all) to ensure your practice information is consistent everywhere. This may seem pointless, but if your information varies, it confuses search engines. One listing with “Street,” another with “ST,” and another with “St.” can seem like different practices to the logical minds of the search algorithms. Having consistent NAP — name, address, and phone — information ensures that search engines and patients have the correct information. This consistency across the web instills trust, helps bring patients to your urology practice, and is crucial in your SEO marketing.

This tedium needs to be the realm of your digital marketing firm. It can police your myriad directory listings and ensure your information is the same in every one of them.

Urology Reputation Management

WHY IT MATTERS

0%

of consumers trust online reviews as much as personal recommendations.

From movies to yard services, restaurants to Amazon — these days, everyone is a reviewer. Online reviews have become crucial for converting potential patients, and urologists are no different than dentists. Reviews often serve as the first impression when a potential patient is looking to find someone to help with a problem such as weakening urine flow. Responding and engaging with these reviews doesn’t cost a dime in media dollars, but it pays off both in patient loyalty and search. You need to establish an office routine to encourage patients to submit reviews and to respond to reviews that have been posted. But it’s hard to be constantly vigilant.

Reputation management software is what you need. Your digital marketing firm should provide tools that alert you when a new review is posted. This software also needs to help you generate reviews from your happy patients. MyAdvice has review management software that does all of that…and then some.

Urology Social Media Marketing

WHY IT MATTERS

0%

of consumers will follow a brand on social media to learn about new products or services.

Social media has moved from a peer-to-peer vehicle for sharing photos to a necessity for every business, urologists included. Many potential patients, especially younger patients with who you want to establish a long-term relationship, look at a practice’s social media presence to see what the practice is like outside the normal website. When your practice is active on social media, it shows patients and potential patients another side of you and your entire staff. This builds trust and loyalty.

You may not be a fan of social media personally, but your urology practice needs to have a presence on these platforms. You need a process to ensure regular posting and interacting with posts from visitors. This can be an area where your digital marketing agency can really help. After all, if there’s one rule with social media, it’s that there must be consistent, ongoing posting for it to be useful to visitors.

Urology Search Engine Marketing (SEM)

WHY IT MATTERS

0%

of people say paid search ads make it easier to find the information they are seeking on a website or a search engine.

If you’ve followed trends in organic search, you know that search engine results pages (SERPs) keep pushing organic results lower on the first page. The reason is simple, money. Google and Bing want more pay-per-click (PPC) advertising. Pay-per-click advertising means that your urology practice only pays when a user clicks on your ad and is directed instantly to your website. With PPC ads, you truly get what you pay for. When a visitor clicks on a PPC ad and hits whatever page the ad is linked to, he needs to find the informative content he seeks. The content should keep the visitor on your site, and he should push deeper into the site. This increases your ROI. There are different SEM ad types, and they require different strategies to optimize your ads to generate leads. It can be somewhat confusing; that’s why you need a digital marketing firm with experience in urology to manage your SEM.

Text ads (the paid returns atop the search engine results page) and display ads (ads on the right side or across the entire top of regular web pages) are the two most common search engine ad types. Unlike text ads atop search engine results pages, display ads show up on pages of websites where the visitors match the qualifications you set up. For instance, a display ad could show up for your urology practice when a person visits Web MD and looks at a prostate cancer page.

The key here is to first choose your overall SEO strategy before setting your SEM campaign and budget. This optimizes your website to ensure your budget is efficient and your ad quality scores are high.

Many urologists don’t think about email as a way to market their services. After all, most men probably don’t look forward to an email from their urologist. Actually, email presents a great way to help patients understand the almost universal problems all men have with their urinary and sexual function at some point in their lives. An email can be informative, or it can talk about new products or treatment options. It can also be important for referrals — all men will need a urologist at some point. If you’re going to handle your practice’s email marketing in-house, you should choose your email marketing platform based on how easy it is to use and the price. The cost will be dictated by the frequency of your emails and the size of your list.

We feel one email per month is about right for urology practices. These will probably be mostly educational — “What causes cloudy urine?” — and should include information about your referral program. That referral program needs to offer something to a current patient who refers a new patient, like free tickets to a game or concert or other incentives. Your staff needs to collect these email addresses and manage your email list. To do this, you should have a connected form that directly links your website to your email marketing software.

Urology Blogging

Your urology practice website needs a blog. In your world, there is a good deal of misconception and outright fear from your patients and potential patients, providing ample ongoing blog material. Regular blog posts can drive traffic and potential patients to your site, provide regular content to link to on your social media pages and in your email messages, and are important for SEO for your site. Google views blogs as new content, and new content helps your site rank higher in organic search.

These blogs should be informational in tone, providing value to both current and potential patients. Posting needs to be consistent, usually one post each month. A blog titled “The truth about vasectomies” could be beneficial to many men out there.

Generating blogs can be difficult for urology practices. Many farm out these duties to freelance writers, or your digital agency should provide this content. By doing so, you ensure your blogging is consistent, and the quality is high. If one month you want to add a specific blog, you can do so.

Traditional Urology Marketing

Everything these days is digital and web-driven, but traditional marketing is far from dead. Newspaper ads, radio spots, billboards, direct mail, even TV. They can’t guarantee the same direct relationship as PPC ads, where you only pay if a person actually clicks on your ad. Instead, traditional media usually is based upon the potential that your target audience sees your ad.

At MyAdvice, we believe there is a place for traditional advertising coupled with digital marketing as described above. To make these traditional media cost-effective, you need a process to track their effectiveness and ROI, which isn’t always easy. We have options for directing specific media to specific landing pages or certain distinct phone numbers. Still, traditional media can be frustrating due to the unknowns and the cost of creative production.

Traditional marketing has been on the decline and will continue to decline for these reasons. That’s why your urology practice needs to focus as much as possible on digital marketing options.

Urology Business Development

Unlike the law firm down the street, which seems to continually add partner names to the door, you’re probably not looking to add partners. But partnerships are a different story. As a urologist, you don’t screen patients for skin cancer, but you can recommend a first-rate dermatologist to your patients. That dermatologist can return the favor when asked for a urologist referral.

You can think beyond direct referrals. For instance, you could partner with the local men’s service club (Kiwanis, etc.) for prostate education, maybe even speaking to the group. Your local newspaper is always looking for content, and you could write a free story on ways to prevent kidney stones. In smaller markets, the local TV stations are usually desperate to fill content, and they can be open to doing a story on signs to look for with prostate cancer.

These associations are endless, and they can help build a network of interrelated businesses and non-business entities. When looking for these relationships, picture your typical patient. Get your staff together and discuss areas where this guy could be reached. Share these with your digital marketing firm.

Urology Referral Program

Even practitioner knows one thing — referred patients are gold. They’ve already heard about what a great urologist you are. To encourage word-of-mouth marketing, your practice needs to develop a referral program. The benefits should go both ways. You probably only provide treatments, so discounts or free options don’t really apply. But that doesn’t mean you can’t offer Amazon gift cards or tickets to the local college football game for a referral. A referral program is a great way to reward your best patients for spreading the word about your urology expertise.

Urology Events

Having an open house or another event is a great way to create interest outside of your day-to-day skincare services. These events can correspond with a new location, an office remodel, as a reward for your loyal patients, or simply as a yearly open house. Events can seem like a chore during the organization phase, but your patients will appreciate these events and attract new patients.

When planning an event, think again about that typical urology patient. Maybe a “Go With the Flow Night” could discuss new procedures for treating the almost universal male problem of enlarged prostate glands and frequent urination. That may not seem like a real “party” but your patients would appreciate the information, along with a couple of snacks and a glass of wine.

We recommend urology practices hold an open house once each year. That way you’ll learn a bit each year about successfully hosting these events, and your patients will look forward to the event.

Urology Community-Building Events

We all want to feel we’re part of a community; that includes your urology practice. Community-building events are a way to build visibility while helping the community in some way. Patients always like to see that their doctor, no matter what the specialty, is a part of the community. These are great for adding new patients and to reinforce for your existing patients that they’re giving their business to the right urologist.

You could be a sponsor of the local senior center or the high school football team. You can answer prostate questions at a booth at the local health fair.

Community-building events show that you value being a part of the community and that you’re willing to give back.

Urology Speaking Engagements

You’re an expert on the male urinary and reproductive systems. You want to show your patients you are interested in staying at the forefront of current industry information and treatments. You can do that through continuing education symposiums. You may even have the opportunity to present or speak.

These forums for growing your knowledge and experience should be shared with your patients. This makes great content for your website, social media platforms, and in a newsletter or monthly email.

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