Practice marketing for dentists & doctors: The guide (2024)

In this article, we explain in detail how practice marketing works in 2024. Because we know from experience: Many dentists, doctors and therapists are overwhelmed and do not know which marketing methods are right for them and which are unsuitable for them.

And that's not surprising either. Because doctors and therapists are primarily healthcare providers and not marketing experts.

For this reason, we have created this overview, in which we describe everything you need to know and answer frequently asked questions. No question should go unanswered. Let's get started right away:

Definition: What is practice marketing?

Practice marketing refers to the targeted marketing of a medical practice or healthcare facility to publicize its services, offerings, and specializations and attract potential patients.

The aim of practice marketing is to visibility to increase practice that trust attract potential patients, existing Retaining patients And finally that growth and to promote the success of the practice.

Practice marketing comprises various Strategies and tactics, which range from designing a professional website and using search engine optimization (SEO) to social media.

Which marketing methods have the highest priority and which methods are more likely to be less useful will be discussed in the course of this article.

Why will practice marketing become more and more important in the future?

Practical marketing will become increasingly important in the future — and for several reasons:

1. Increasing competition intensity: The number of healthcare facilities and healthcare providers is increasing, leading to more intense competition. In order to stand out from the competition, it is important to have a strong presence and a differentiated offering, which can be achieved through effective marketing.
   
2. Changes in patient behavior: Patients are becoming increasingly demanding and more informed. They actively search for health information on the Internet and make well-founded decisions about their healthcare. Strategic practice marketing makes it possible to address these patients and meet their needs.
   
3. Importance of online presence: With the increasing use of digital technologies, a strong online presence is becoming increasingly important. Patients search for healthcare services online, so being visible and accessible online is critical.
   
4. Patient-centred approach: Effective practice marketing makes it possible to pursue a patient-centered approach that focuses on patients' needs and preferences. Through targeted marketing strategies, practices can better tailor their services and offerings to the needs of their patients.
   
5. Technological innovations: Advances in technology, such as telemedicine or digital health platforms, are changing the way healthcare services are offered and perceived. Modern practice marketing can help communicate these innovations and reach patients.

Before we look at the specific practice marketing measures for dentists, doctors and therapists, the following question is important first:

Practice marketing: What is allowed? How can a doctor advertise?

In Germany, medical advertising is subject to various legal and ethical frameworks, which are primarily defined by the Therapeutic Products Advertising Act (HWG) and the Professional Code for Physicians. Here are some important aspects of medical advertising in Germany:

1. Truthful and non-misleading information: Physicians may only use truthful and non-misleading information in their advertising. This includes that they must not make false claims about their abilities, success rates, or services.
   
2. Prohibition of advertising for prescription drugs: Doctors may not advertise prescription drugs, except in specifically approved cases in accordance with the HWG.
   
3. Compliance with professional regulations: Physicians must comply with the ethical guidelines of the medical professional code, which, among other things, set advertising restrictions and standards of conduct.
   
4. Use of titles and qualifications: Physicians may list their academic titles and qualifications as long as they are accurate and not misleading. You must not use false or misleading titles.
   
5. No guarantees of results: Physicians must not promise guarantees of treatment outcomes or healing as this is considered misleading.
   
6. Prohibition of payments for patient recommendations: Physicians must not receive any remuneration or commission for referring patients as this is considered a violation of medical ethics and laws.
   
7. No advertising with personal enrichment as the main motive: Medical advertising must not primarily aim at achieving personal financial gains, but should primarily serve to inform patients about relevant healthcare services.

Now we come to the main part of the article, the specific marketing measures:

6 practice marketing measures & tips for dentists, doctors, therapists, etc.

Experience has shown that these 6 practice marketing measures are the most relevant and that is why we are now taking a closer look at them:

1. Discoverability on Google
2. Professional website
3. Doctor reviews
4. patient experience
5. Offline practice marketing
6. social media marketing

1. Discoverability on Google

In today's digital era, discoverability on Google is critical for healthcare providers such as dentists, doctors, and therapists. With several 1000 people searching for health information and medical services every day, being on Google is key to reaching potential patients and driving practice growth.

In this context, 3 main aspects are of particular importance:

1. SEO
2. Local SEO
3. Google Ads.

Let's now take a closer look at these 3 elements:

1.1 Search engine optimization (SEO)

SEO is a fundamental strategy to improve a website's organic visibility on Google. The main goal of SEO is to improve a website's ranking in search results for relevant search terms so that potential patients can easily find them.

Put more simply: For example, if someone googles for dentists in your region, or for specific symptoms and the like, your website should appear as high as possible in the Google search results. Because hardly anyone clicks on the 2nd page of Google.

Here are a few key aspects of SEO:

1. Key words: Using relevant keywords in website content is crucial to be recognized by search engines. For example, dentists could use terms such as “Zahnarztpraxis Berlin Mitte”, “Zahnreinigung Hamburg” or “Zahnimplantate Köln.”
   
2. Quality content: Search engines prefer websites with high-quality and relevant content. By regularly publishing blog articles, patient advice or FAQs, dentists and doctors can show their expertise while increasing the visibility of their website.
   
3. Technical optimization: The technical optimization of a website is just as important as the content. This includes aspects such as improving website load time (when a page loads too slowly, users jump off and click on another page), mobile optimization, page structure optimization, and the use of meta tags.
   
4. Backlinks: Backlinks (another website links to your website) from trustworthy and relevant websites are an important ranking factor for search engines. Dentists could partner with other healthcare providers or write guest posts on industry websites to get backlinks.

1.2 Local SEO

Local SEO is a specialized form of search engine optimization that aims to improve a website's visibility in local search results. If you rank well locally, your practice will be shown higher up on Google Maps.

The first 3 results on Google Maps are even placed directly on the first page of Google. As patients search for practices nearby, local SEO is crucial for practices.

Here are some key aspects of local SEO:

1. Google company profile: Optimizing the Google business professional is crucial in order to rank prominently in local search results. Complete your profile, including address, telephone number, opening hours, district, surrounding districts and photos of your practice. Always answer patient reviews that you receive via your Google business profile.
   
2. Local keywords: Use local keywords on your website, such as the name of your city or neighborhood, to be recognized by Google as a relevant local practice.
   
3. Online reviews: Collect positive reviews from satisfied patients on platforms such as Google, Yelp, or Jameda. Positive reviews are an important ranking factor for local search results.
   
4. Local directories and listings: Register your practice in local directories and industry listings to strengthen your local presence and get backlinks from relevant websites.
   
5. NAP consistency: Make sure that your practice name, address, and telephone number (NAP) are consistent across your website and online directories to avoid confusion with search engines.

1.3. Google Ads

Google Ads is another effective way to increase a website's visibility on Google and target potential patients who are actively looking for medical services.

Here are some key aspects of Google Ads and their pros and cons:

1. Ad placement: With Google Ads, ads for relevant search terms can be placed above organic search results, providing immediate visibility for potential patients. However, these results are also marked as “Sponsored”, i.e. as an “Ad.”
   
2. Targeted traffic: Through targeted targeting, ads can be configured to only be shown to users who meet specific criteria, such as location, search terms, or demographics. This makes traffic targeted and more relevant.
   
3. Budget control: With Google Ads, you have full control over your budget. You can set how much you want to spend per day and closely monitor the performance of your ads.
   
4. Quick results: Unlike SEO, which takes time to get results, Google Ads campaigns can deliver immediate results as soon as they're activated.

Despite the high potential of Google Ads, this method (as well as all other marketing methods) has some disadvantages.

Disadvantages of Google Ads:

1. ‍costs: Depending on the competition for keywords, Google Ads costs can be high and may not be sustainable in the long term.‍
2. Dependence on campaigns: As soon as Google Ads campaigns are discontinued, visibility also disappears, in contrast to the long-term effects of SEO. As soon as your practice ranks organically via SEO, these high organic rankings usually persist in the long term without having to invest a lot of money.‍
3. Requires expertise: Using Google Ads effectively requires expertise and experience to select the right keywords, create appealing ads, and manage your budget efficiently.

2. Professional website

A professional website is undoubtedly an essential part of successful practice marketing for healthcare providers such as dentists, doctors and therapists. Unfortunately, many healthcare providers still have a very outdated website that makes an unprofessional impression compared to the competition.

But creating a website and creating professional designs is no longer rocket science. Here are a few aspects of a professional website that attracts patients:

1. ‍User-friendly design: A professional website should have a user-friendly design that allows visitors to easily navigate and quickly find the information they need. A clear menu structure, well-placed call-to-action buttons and an intuitive user interface are crucial.‍
2. Clear and informative content: The website should contain clear and informative content that provides visitors with a comprehensive overview of the practice, the medical team, services offered, treatment methods, opening hours and contact options. The information should be accurate, understandable and easily accessible.‍
3. Responsive design: With the increasing use of mobile devices, it is important that the website has a responsive design that automatically adapts to different screen sizes. This ensures that the website is displayed optimally on all devices and offers a positive user experience.‍
4. Aesthetic appearance: The visual appearance of the website should be appealing and professional. High-quality images, a consistent color palette, and appealing typography help to present the appearance of the practice and strengthen visitors' trust.‍
5. SEO optimization: The website should be optimized for search engines to achieve better visibility in search results and attract potential patients. This includes using relevant keywords, optimizing meta tags, and improving page load times.‍
6. Interactive elements: Interactive elements such as online appointments, contact forms, live chats, or patient reviews can improve the user experience and encourage visitors to interact with the practice.

3. Doctor reviews

Physician reviews on platforms such as Google My Business or Jameda are crucial for healthcare providers because they influence the trust of potential patients and have a significant impact on the practice's reputation.

Because today, patients find out more than ever on the Internet before they visit a practice. A great many potential patients read reviews from former patients in the respective practice. Physician reviews serve as decision-making tools for potential patients.

Another reason why doctor reviews are so important: Positive reviews on the Google company profile also have an impact on the practice's SEO performance. They improve local ranking in search results.

Here are a few things about doctor reviews that they can proactively address:

1. ‍Active monitoring: It is crucial to regularly monitor and respond to reviews. This means keeping an eye on both positive and negative reviews and responding accordingly.‍
2. Quick response to feedback: Negative reviews should be responded to quickly and sensitively. This shows patients that their concerns are being taken seriously and that the practice is committed to solving problems and ensuring a positive patient experience.‍
3. Request for evaluation: Patients should be actively encouraged to leave reviews on platforms such as Google My Business or Jameda. This can be done by sending a friendly email reminder, a note in the waiting room, or by providing informational material.

We are happy to help you with this with our Nelly tool:

Nelly practice review 5/5 — this is how it works: In just 3 steps, Nelly makes building a good review score for your medical practice easier than ever before.

1. ‍First contact: When checking in digitally at your doctor's office, the patient already states in the medical history flow how they came across your doctor's practice.
2. Review reminder: After treatment, the patient automatically receives a reminder to submit a review of your practice via Nelly. You can set the time and channel of the reminder yourself. By default, this is 24 hours after completing the medical history or payment of an invoice.
3. Google invite: If the patient has given at least 4 or 5 stars, he receives an automated invitation to the public Google rating. This increases the likelihood that the patient will rate your practice positively.

In this way, you can collect without additional effort in everyday practice good doctor reviews with Google and protect your online reputation at the same time.

Get started today and permanently improve your online reputation with Nelly.

‍‍

• ‍Recognize authentic feedback: Positive reviews should be gratefully accepted and authentically acknowledged. This shows patients that their recognition is appreciated and encourages other patients to leave reviews as well.‍
• Continuous improvement: Reviews can provide valuable feedback that can be used to continuously improve the practice's services and service. By analyzing reviews, trends and patterns can be identified that provide clues as to how patient satisfaction can be increased.‍
• Building a positive online reputation: By proactively managing reviews, healthcare providers can build a positive online reputation and strengthen their image. This helps to gain the trust of potential patients and improve the competitiveness of the practice.

Also read: Deleting a doctor's review — a good idea? How to protect your reputation

4. Patient experience

A key aspect of practice marketing is not only attracting potential patients to the practice, but also ensuring that their experience is positive during their visit.

‍Important to remember: Patient experience plays a crucial role in the long-term success of a medical facility. This is not only about the professional competence of medical staff, but also about the entire process that a patient goes through from appointment to treatment.

If the practical experience was poor, this can either lead to bad reviews or bad word of mouth.

How can you now ensure an optimal patient experience?

A positive patient experience is already beginning when you first contact us, whether via the website, phone calls or personal interactions. It is important that the patient feels welcomed and well cared for.

This requires clear communication friendliness and empathy ahead. The waiting time also plays an important role. Long waiting times can significantly impair patient satisfaction.

It is therefore important efficient scheduling systems to implement and ensure that the wait time is kept as short as possible.

The comfort a digitally optimized practice Experience has shown that it attracts patients and also ensures that they are more likely to return.

‍The quality of medical care is of course also of great importance. Patients expect competent, sensitive and individually tailored treatment. Medical staff should be able to respond to patients' needs and concerns and provide them with appropriate care.

In addition to actual medical treatment, aspects such as the cleanliness and aesthetics of the practice rooms to the patient experience. A pleasant environment Conclusion: Satisfied patients are more willing to recommend the practice and leave positive reviews, which in turn leads to an increase in practice turnover.

Therefore, practice marketing should not only aim to attract new patients but also ensure that the experience of these patients during their visit is positive and that their expectations are met.

5. Offline practice marketing

Although we live in an increasingly digital world, that doesn't mean that offline practice marketing is a thing of the past.

That's why we'll briefly take a look at what options there are in offline practice marketing:

1. ‍Print advertising: While traditional print advertising has lost importance in the digital era, it can still be an effective way to target local patients and draw attention to a doctor's services. Print advertising sometimes includes business cards, appointment cards, letterheads, practice brochures, etc. ‍
2. Visible practice signs: Clear and appealing signs on site are important to show patients the way to the practice and to give a professional impression. Physicians should ensure that their practice is easy to find and makes a welcoming impression.‍
3. Participation in local events and trade fairs: By participating in health fairs and other local events, doctors can strengthen their presence in the community and establish contacts with potential patients.‍
4. Local events and workshops: The organization of health events and information workshops offers doctors the opportunity to position themselves as experts in their field and to address potential patients.

6. Social media

In the area of practice marketing, social media offers a wide range of opportunities to interact with patients, educate them about services and strengthen trust in practice.

However, the variety of social media channels available can be quite confusing for doctors and medical institutions, and we are aware of this.

Many doctors and therapists may now ask themselves: “Which social media channel is right for me?” Deciding which channel is the right one depends on various factors:

1. ‍Target group: First, it is important to understand where the target audience of the doctor or practice is mainly located. Different age groups and populations prefer different social media platforms. For example, younger people are often active on Instagram and TikTok, while older generations are more likely to use Facebook.‍
2. Type of content: Depending on the type of content that the practice wants to share, certain platforms are better suited than others. If the practice primarily wants to share informative articles and health tips, a blog on their own website in conjunction with distribution via Facebook could be useful. If the practice wants to share visually appealing content such as pictures and videos of events or treatments, platforms such as Instagram or YouTube are suitable.‍
3. resources: The availability of resources such as time, personnel, and budget also plays a role in choosing the right social media channel. It is important to have realistic expectations and ensure that the practice can effectively maintain and update the selected channels. If you want to make your channels successful, it's best to upload a few posts a week.

In the end, there is no definite answer as to which social media channel is the right one. It depends on the individual goals, the target group and the resources of the practice.

It is important that the channel is continuously maintained, monitored and optimized in order to achieve the greatest possible practical benefit.

Another recommendation: It's better to maintain one channel properly than half-heartedly operate 3 platforms.

Which marketing tools increase patient loyalty?

There are various marketing tools that can help increase patient loyalty to a doctor's office or healthcare facility. Here are some effective marketing tools to increase patient engagement:

1. ‍Communication and interaction: Regular communication with patients via various channels such as email, telephone, SMS or patient portals can help build a strong bond. This may include reminding appointments, providing health information, or answering questions.‍
2. Customer loyalty through service quality: Providing outstanding customer service and high-quality medical care is one of the most important factors for patient retention. Friendly and professional staff, short waiting times, a pleasant practice environment and individual care contribute to patients feeling valued and happy to come back.
3. Patient feedback and surveys: Collecting feedback from patients about their experiences in practice makes it possible to address their needs and continuously improve services. This strengthens patients' trust and loyalty to the practice.‍
4. Patient education and engagement: The provision of relevant health information, tips on disease prevention and opportunities to actively participate in one's own healthcare promotes patient engagement and strengthens their commitment to practice.‍
5. Rewards programs and loyalty offers: Introducing rewards programs or loyalty offers for regular customers can increase patient loyalty and create incentives to regularly use the practice's services.‍
6. Personalized support and individual approach: Personalized care and an individual approach to patients, based on their needs, preferences and medical requirements, strengthen trust and commitment to practice.‍
7. Continuous follow-up: Regular follow-up of patients after treatments or consultations shows interest in patients' well-being and strengthens commitment to practice.

Follow-ups and reminders, e.g. for signing documents, can also with Nelly can be conveniently sent to patients via SMS. We are also happy to set up other applications and processes for you that digitize your practice more in order to do work for you and at the same time give your patients a better experience in your practice.

Contact Nelly now!

Conclusion: Practice marketing in 2024 is a must and also not rocket science

Practice marketing in 2024 is a crucial part of the success of dentists, doctors and therapists. In an increasingly competitive environment, it is of great importance to increase the visibility of the practice and gain the trust of potential patients.

Through targeted marketing strategies, which range from findability on Google to a professional website and a positive patient experience, practices can expand their reach and strengthen their reputation.

While online marketing measures such as SEO play a central role, traditional offline marketing methods such as good practice signs and print media should not be neglected either.

In addition, continuous maintenance of patient loyalty is crucial to ensure long-term success.

Overall, practice marketing in 2024 is a complex but essential tool for the growth and success of healthcare facilities. And anyone who digs into the topic for the first time (or has commissioned a competent marketing agency) will recognize that practice marketing is not rocket science.

We wish you every success with the implementation!

‍

Common questions

What is internal and external practice marketing?

Internal and external practice marketing relate to different strategies for promoting a medical practice or healthcare facility:

1. Internal practice marketing:

• Internal practice marketing focuses on interactions and relationships within the practice or institution.
  
• The aim is to retain existing patients and promote patient satisfaction and loyalty.
  
• Internal practice marketing strategies include training practice staff to interact with patients, creating a pleasant practice environment, providing outstanding customer service, conducting patient surveys and feedback, and setting up rewards programs for loyal patients.

2. External practice marketing:

• External practice marketing aims to increase awareness of the practice or facility among potential patients in the wider community.
  
• The main goal is to attract new patients and encourage practice growth.
  
• External practice marketing strategies include the use of various marketing channels such as advertising in local media, online marketing (website, social media, search engine advertising), participation in health fairs or events, referral programs, and partnerships with other healthcare providers or organizations.

By strategically using both internal and external practice marketing, practices can strengthen patient loyalty, increase patient satisfaction and attract new patients, which ultimately contributes to the success of the practice.

Examples of successful practice marketing

Here are a few examples of successful practice marketing:

1. Professional website and online presence: A modern and user-friendly website that provides relevant information about the practice, the medical team, services offered and contact options can help attract potential patients and build trust.
   
2. Patient reviews and testimonials: Positive reviews and testimonials from satisfied patients on review platforms such as Google, Yelp, or Jameda can gain the trust of potential patients and help strengthen the reputation of the practice.
   
3. Social media and community engagement: An active presence on social media platforms such as Facebook, Instagram or Twitter enables the practice to connect with patients, share relevant content, and build a community.
   
4. Patient education and health information: The provision of relevant health information, tips on disease prevention and education about treatment methods can help to strengthen patients' trust and make them informed decision makers.
   
5. Telemedicine and online consultations: The provision of telemedicine services or online consultations also enables the practice to reach patients via digital channels and offer them a convenient option for medical advice and treatment.
   
6. Community events and health fairs: Participating in local community events, health fairs, or health lectures can help raise awareness of the practice and connect directly with potential patients.
   
7. Customer loyalty and patient recommendations: Setting up rewards programs for loyal patients, referral programs, or organizing patient events can help retain existing patients and attract new patients.

These examples show various strategies and tactics that can be used successfully to promote practice marketing and support practice growth and success.

How long can a doctor's office be open?

There are no legally defined opening hours for medical practices in Germany. Consultation hours are usually set by doctors or practice operators and may vary depending on requirements and individual practice policies. However, in accordance with the professional code for doctors, doctors must ensure that they fulfill their medical duties and provide appropriate care for their patients. This may mean that doctors offer consultation hours during normal business hours and may also be available outside these hours for urgent medical cases. However, medical practices in Germany usually have opening hours during regular business hours from Monday to Friday, with a lunch break. Some practices also offer evening consultations or weekend services to meet patients' needs.

How does online practice marketing work?

Online practice marketing comprises a variety of digital strategies and tactics aimed at promoting a medical practice or doctor's office on the Internet and making their services known. Here are some of the key aspects and steps of online practice marketing:

1. Website creation and optimization:
   Creating a user-friendly website with relevant information and search engine optimization (SEO).
   
2. Presence in online directories and review platforms: Listing in online directories and managing reviews on platforms such as Google My Business and review portals.
   
3. Content marketing: Publishing high-quality content, such as blog articles and videos, to build credibility and attract patients.
   
4. Social media marketing: Using social media platforms to interact with patients, share content, and build a community.
   
5. Online advertising: Placement of targeted online ads via platforms such as Google Ads and Facebook Ads.
   
6. Email marketing: Sending personalized emails for patient engagement and information.
   
7. Telemedicine and online consultations: Provision of telemedicine services and online consultations to reach patients via digital channels.

What is the importance of digital practice marketing?

Digital practice marketing is crucial in modern healthcare. It enables a practice to have an online presence, address potential patients and retain existing patients. Targeted online strategies increase visibility and expand reach. In addition, digital practice marketing promotes direct communication with patients via digital channels and contributes to patient education and engagement. Overall, digital practice marketing is essential to successfully run a modern practice and meet patients' requirements. Because today's patients are more demanding than before and are researching practices online.

How does practice marketing work in the area of physiotherapy?

Practice marketing in the area of physiotherapy works in a similar way to other medical areas. The following are important for practice marketing:

1. Discoverability on Google
2. Professional website
3. Doctor reviews
4. Positive patient experiences
5. Offline practice marketing