What do patients search for?
3 OB-GYN content marketing tips to apply straight away
3 OB-GYN content marketing tips to apply straight away
Kris Borgraeve
March 5, 2021
Tip 1: Find out what your patients search for
OB-GYN content marketing tip #1
Picture this. Mark is a struggling gynecologist in downtown Vancouver. As he drives home, he worries about his declining patient numbers.
Liz in East Vancouver is looking up information about endometriosis. Her family doctor mentioned it and suggested seeing a gynecologist. On her phone, preparing spaghetti for dinner, Liz starts Googling.
One website jumps out for Liz. She lands on a clear page about endometriosis that summarizes her FAQs. As she submits an inquiry, Liz has already decided that she definitely wants to see Dr Melissa Maples. Dr Maples had exactly the right paragraphs on the right page…on the right website. And Mark has just lost a few thousand dollars in revenue because his website didn’t show up in Liz’s search.
Patient search data is the little-known secret weapon in OB-GYN content marketing. The research is available and localized. It shows what your OB-GYN patients google for before they choose a doctor. A leading web strategy uses this data for every paragraph and every section on the website, to attract more patients.
Tip 2: Put resources toward your own platform
OB-GYN content marketing tip #2
If all your OB-GYN content marketing happens on Instagram or Facebook, then your private practice is at risk. Platforms such as Facebook or Instagram (and it is basically just all Mark Zuckerberg) can change the rules at any time. The moment you post your content on their platform, it becomes basically their content.
Once you strategically allocate resources to content marketing, this makes the difference between money down the drain or an effective long-term growth strategy for your OB-GYN or fertility practice.
Leading obstetricians will agree: their best move was to first allocate resources toward their own platform: their private practice website. Why? Because visibility there is not subject to how social media tools evolve. You control the content and the way it is displayed, through software (your website back-end) that you control, on your own web hosting platform or the one you rent space on.
On your website, you call the shots. You decide where the buttons are and how patients navigate the information. This is where they are closest to the next step in the funnel: making an inquiry or booking an appointment.
Tip 3: Top it up with social media for OB-GYN
OB-GYN content marketing tip #3
It’s easy to get caught up in the hypes. But there is strategic work to be done beyond the one-liners that state how ‘you have to be on Facebook’. As a specialist doctor, your end game is to get patients and a strong social media strategy first builds your presence, and then sends traffic to your practice website.
We help obstetricians and gynecologists with a professional, pre-vetted social media package that positions you as an educator. The next step is to personalize it all and to add links to relevant pages on your website.
Advanced social media planning works like the editorial board of a magazine or a newspaper. You create a mix of topics, and you alternate the different genres in a pattern. You will also need a production workflow or a supplier who helps you with professional social media content. Finally, a scheduling tool helps you get the content out at the best times of the week.
If you now combine this with the expertise you gained in tip 1, you will know what the winning social media strategy for OB-GYN uses the topics that patients search for, also in the social media mix.
Weaving it all together
Summary
So now you have your blueprint for an effective OB-GYN content marketing strategy.
Ask for our unique patient search data model that helps you tap into what patients want.
Explore how your website can become a 24/7 predictable patient lead generator. And check out how social media can top up your online leads by sending extra traffic to your practice.
And if you are stuck – I am only a Zoom call away.
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OB-GYN content marketing
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