ethics in healthcare marketing
The simple guide to ethical medical marketing
The simple guide to ethical medical marketing
December 4, 2021
Can marketing for doctors be ethical in the first place?
Does ethics in healthcare marketing exist?
When I mention the business I am in, friends often seem confused. So doctors spend money to attract more patients? The common belief is that when we need a doctor, we will go to the closest service provider and follow some guidance of the people around us, when it comes to making a choice.
With over 50% of patients/consumers doing online research even after they have received a referral, the landscape has changed. From your perspective as a specialist doctor, it means that the general practitioner or physician referral is not a guarantee.
In between the referral and the specialist consultation, there is a universe of digital content. That is the space where ethical medical marketing creates leaders…and leaves other surgeons and specialists with an impression that the market has changed. It has.
The concern you may have about keeping medical marketing ethical is genuine and real. So let’s go over ways to invest in quality marketing strategies without even coming anywhere near what is considered unethical.
The main reason to give yourself permission to engage in acts of marketing is that your information can make a big difference in your next patient’s life.
If your practice is a business, then ethics in healthcare marketing is a must
ethics in healthcare marketing for surgeons
If you operate a private practice (perhaps you call it an independent practice or a clinic), you will know for sure that you are running a business. Overhead costs, contracts, admin fees, tax returns…there are plenty of conversations to remind you of your business hat, even if you thought you could hide under your surgical cap and not pay too much attention to this business of yours.
Fear of medical marketing ethics has often stopped some of the most amazing doctors and surgeons from engaging in marketing activities at all. You would read a line about their unique profile on a hospital website and that would be it. No LinkedIn profile. No website. No blogs. No videos or Facebook pages.
The patient search behaviour analysis data we have been collecting and mapping in Australia since 2016 show us why being invisible is not effective. When it comes to choosing a specialist doctor, patients spend hours and hours online doing research. Brand awareness has become a reality and if you want more referrals and more patients coming in to cover the costs of your business, marketing may play an important role to reach that goal.
The power of content marketing is that it actually helps the patient.
Patients who do an online search for content in your area can start trusting you if they are able to check you out. You have a chance to provide accurate information that helps the patient make well-informed choices. That information is at the core of a content strategy for ethical medical marketing.
In the video, we go over examples of highly effective medical marketing.
Marketing in the early stage of a private practice
ethical healthcare marketing in the private practice
Why ethical medical content marketing creates results
ethical content marketing
What type of outcomes can medical content marketing give you?
We all know that ranking high on Google is a good situation but many doctors have not fully implemented this knowledge. How do you know what you want to rank for, beyond the commodity of your specialty?
Content marketing in this mature online landscape is always based on patient search behaviour analysis. It has an entry point where you build the right content and publish it, and a regular, almost 24/7 follow-up component.
This is where most general marketing agencies struggle to help doctors with effective and ethical marketing because they work across industries and are not immersed in the realities of healthcare or the private health practice.
Digital Practice only works with healthcare professionals and has a deep understanding of the specific communication needs in your industry.
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Let’s meet about ethics in healthcare marketing
Rest assured that all tactics and strategies we use and propose are ethical. We look at the specific local legislation and regulations before we propose your marketing strategy. Book a free consultation to discuss where you are at now and where you want to be 12 or 24 months from now.