The Ultimate Guide to Vein Clinic Marketing
Whether your vein clinic is a brand new addition to the community or whether you’ve been in practice for years but want to make a push for new patients, it can be daunting figuring out how to tell everyone you’re the resource for their vascular problems. 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 vein clinic marketing plan.
Vein Clinic Marketing
By reading this guide, you’re already ahead of other practices. This guide is full of vein clinic marketing ideas, examples, and strategies to ensure you’ll have a steady stream of returning patients and new patients coming through your office door.
This guide examines over 14 unique vein clinic 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:
Vein Clinic Marketing Strategies
Please click any of the links below to go directly to the section of your choosing:
Traditional Vein Clinic Marketing Strategies
Please click any of the links below to go directly to the section of your choosing:
Vein Clinic Website Design
WHY IT MATTERS
of people make judgements about a company's credibility based on its web design.
No matter how long you’ve been helping keep your patients’ veins flowing, today, if you’re not fully engaged in the digital marketing world, you’re missing the best resource for keeping your current patients and converting potential new patients. It all starts with your website — it’s typically the first point of interaction in today’s world. From there, your digital marketing includes active social media pages, informative blogs, email campaigns, multimedia content, and consistent directory listings across the web. Online marketing is a must for a healthy vein clinic bottom line.
Your website is key to your practice success. Your site needs to be a showcase for the skills, treatments provided, and attentive staff that sets you apart from other vascular specialists. Your website must work seamlessly on a laptop, or an iPhone clearly conveys your practice’s brand in the digital world and makes it incredibly easy for a patient to contact your office with a question about varicose veins or to schedule an appointment. Your website also needs reliable, fast web hosting & more features.
Who can help you navigate this digital marketing world? It would be best to start with a digital marketing firm with specific experience designing sites for vein clinics like yours. You’ll need an agency that understands different conversion strategies for the procedures you specialize in. And your vein clinic website isn’t complete without certain design features — before and after galleries, animations of procedures, informative blogging, testimonials, and strong calls to action — to help patients move from casual education to making an appointment.
Vein Clinic Search Engine Optimization (SEO)
WHY IT MATTERS
According to Chitika, page one results get 91.5% of all traffic from the average Google search.
It may seem obvious, but when searching, Google and Bing want searchers to feel their queries are answered completely and quickly. To do so, Google 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 vein clinic website so that you can rank highly for the procedures and treatments you specialize in.
How do you help this happen? Create and provide original content about your key procedures to your digital marketing firm. Your firm can then optimize this content to help your vein clinic rise 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. Write these down, along with the top three benefits for each procedure, and pass them on to your firm.
Local Vein Clinic Directory Listings
WHY IT MATTERS
of consumers who perform a local search ultimately visit a store within 5 miles of their current location.
Most of us know and use at least one or two online directories, such as Yelp. But there are many dozens of other directories on the web. There’s no way a single one of your employees can work through each of these to ensure your information is consistent. But if you don’t, the inconsistencies guaranteed to be out there confuse search engine algorithms. They assume one listing with “Suite #” and another with “Office #” are different businesses. 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 vein clinic, and is crucial in your SEO marketing.
Your vein clinic needs to work with a digital marketing firm that can handle your directory listings, making sure they are consistent everywhere they appear. At MyAdvice, we have a tool that ensures those listings are the same everywhere your vein clinic is listed.
Vein Clinic Reputation Management
WHY IT MATTERS
of consumers trust online reviews as much as personal recommendations.
These days everyone is a reviewer, and these online reviews have become crucial for converting potential patients. Reviews often serve as the first impression when a potential patient is looking to find a source to handle any medical condition, including vascular problems. Responding and engaging with these reviews doesn’t cost a dime in media dollars, but it pays off both in patient loyalty and search. Your clinic needs to have a protocol in place to encourage your patients to submit reviews and for your staff to respond to any reviews that have been posted. But it’s hard to be constantly vigilant. How can you know when every new review has been posted?
That’s where reputation management software comes in. Your digital marketing firm needs to have tools that alert you when a new review is posted. This software also needs to help you generate reviews from your satisfied patients. MyAdvice has review management software that handles your reputation expertly.
WHY IT MATTERS
of consumers will follow a brand on social media to learn about new products or services.
Social media has evolved far past what it was originally intended to do. Interestingly, it has become a necessity for businesses, including medical providers. Many potential patients look at a medical practice’s social media presence when weighing whether or not to become an actual patient. When your practice is active on social media, it shows patients and potential patients another side of your practice. This builds trust and loyalty.
But for social media to be effective, you must post consistently. Creating posts may not be the best use of time for you and your staff. It’s worth considering having your digital agency handle your social media profiles and regular posting to take the burden off your staff while still keeping your social media visitors engaged. Your vein clinic needs to have a presence on these platforms, but it needs to be active.
Vein Clinic Search Engine Marketing (SEM)
WHY IT MATTERS
3 in 4 people say paid search ads make it easier to find the information they are seeking on a website or a search engine.
We all use Google and other search engines. So, you’ve probably noticed how organic search results continue to get pushed further down the results page. That’s because Google and Bing want more pay-per-click (PPC) advertising. Pay-per-click advertising means that your vein clinic 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, as you’re only paying when a user hits your site.
Once visitors click on your PPC ad and are directed to your site, they need to be rewarded with robust, engaging content and beautiful website design, so they push deeper into your 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 vein clinic marketing firm 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, one of your display ads could show up on the side of the page a person visits describing laser ablation of varicose veins.
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.
Vein Clinic Email Marketing
As a doctor who worries about people’s vascular health, it may not seem a natural place for email marketing to boost your practice. Actually, email presents a great way to keep in touch with patients, which is important because venous problems often recur. It’s also a great place to talk about your referral program. Through referrals, email can bring in new patients. If you’re going to handle your practice’s email marketing, you should choose your email marketing platform based on how easy it is to use and the price. How much you’re charged is dictated by the frequency of your emails and the size of your list.
We recommend that our vein clinic clients send out one email each month. The content can be educational, and it can describe specific treatments you perform. Each email should also have a short description of your referral program. That referral program needs to offer something to a current patient who refers a new patient, like a gift card to a spa or even a free spider vein treatment. 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.
Vein Clinic Blogging
Your vein clinic website needs a blog. 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. The bots that continually crawl your site view 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. What should your blogs say? Each post should focus on a single treatment or procedure performed at your vein clinic. This information can help position your clinic as the vascular expert in the area. For instance, a blog post could detail your new VeinGogh treatment for spider veins.
Generating blogs can be difficult for clinics like yours — you’re a vascular specialist, not a writer. Many practices 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. Plus, if you have a topic you want to add, you can still do so.
Traditional Vein Clinic Marketing
In the all-encompassing digital world, it’s easy to overlook traditional marketing — radio and TV ads, print ads, direct mail, even billboards. Unlike the PPC ads described above, with traditional marketing, you pay for the possibility of your target audience seeing or hearing your ad. You may buy an ad in a local lifestyle magazine whose demographics match your clientele for some of your varicose vein treatments. Some potential patients may see and read your ad, but there’s no guarantee. That is quite different from paid search ads in your search engine marketing campaign. In that world, users click on your ads, and you only pay when they do.
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 vein clinic needs to focus as much as possible on digital marketing options.
Vein Clinic Business Development
You think of your vein clinic as a stand-alone business, and you’re probably not looking to add partners. But you can benefit from partnerships. As a vein specialist, you don’t remove actinic keratosis pre-cancerous skin growths, but you know a great dermatologist who does. Then when that referred dermatologist sees a patient with dramatic varicose veins when checking for skin cancer, he or she can refer that patient back to you.
These should evolve beyond pure medical referrals. You could offer to partner with the local senior center to help residents with varicose veins. Your local newspaper is always looking for content, and you could write a free story on how to know the signs of peripheral arterial disease. In smaller markets, the local TV stations are usually desperate to fill content, and they could be open to doing a story on new laser treatment for spider veins.
These associations are endless, and they can help build a network of interrelated businesses and non-business entities. When thinking of possible associations, consider a typical patient of your practice. Get your staff together, along with a representative of your digital marketing firm, and kick around ideas on ways to reach that patient.
Vein Clinic Referral Program
Every medical provider in every specialty shares one common belief — referred patients are the best patients. They’ve already heard what an expert you are about venous and vascular problems. To encourage word-of-mouth marketing, your practice needs to develop a referral program. The benefits should go both ways. Maybe the existing patient who has referred the new patient will receive a gift card to a local spa (great cross-marketing possibilities) or tickets to a local sporting event. The referred patient could receive a discount on a spider vein treatment. A referral program is a great way to reward your best patients for spreading the word about your expertise.
Vein Clinic Events
Having an open house or another event is a great way to create interest outside your day-to-day 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 perfect vein clinic patient. Maybe “Spider Vein 101” could be a great short presentation in the late winter before swimsuit season. Or you could keep it as a simple open house. You’ll want to have catered food, promotional branded items with your logo and practice name on them, and office tours with staff members.
We recommend vein clinics 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 begin to look forward to the event each year.
Vein Clinic Community-Building Events
Your patients like to see your clinic engaging in the community; it makes them feel good about utilizing your practice. Community-building events are a way to build visibility while helping the community in some way. These are great for adding new patients and reinforcing for your existing patients that they’re giving their business to the right vein specialist.
You could offer free varicose vein advice at a local health fair or senior center. You could sponsor a local 5k run. You could give away compression socks for people standing all day in a distribution center in the area.
Community-building events show that you value being a part of the community and that you’re willing to give back.
Vein Clinic Speaking Engagements
You’re an expert on the human body’s vascular system. As with all medical specialties, technology and treatment methods are continually changing. To keep up, you and your staff need to attend various continuing education symposiums and the like. You may even be asked to present at one of these meetings. New information and techniques you learn have great value as content for your website, social media platforms, and in a newsletter or monthly email. If you’re presenting, be sure to take photos and video for posting.
Contact us for a free demo.
Ready to take your vein clinic marketing to the next level? Whether you need help with one piece of your strategy or all of it, we can help.