The importance of the Internet to organizations that provides both services and products simply cannot be overestimated. The statistics of global Internet usage are staggering. Take for instance the fact that by June of 2021 there were approximately 1.88 billion websites on the World Wide Web (according to Internet Live Stats). Of course, many of those are no longer active – but the number is growing all the time.
The growth of Internet users has also been staggering. More than half of the world now uses the Internet – and that number is growing all the time, from 2020 to 2021 the number of users grew 7.3 percent – far outstripping population growth – and the user base keeps growing.
In short, if a business is not on the Internet it not only risks losing out on a potentially powerful marketing tool – but it misses out on people who are increasingly using the Internet prior to purchase or the selection of a service provider – and this includes medical practitioners, hence the importance of online medical marketing.
Many medical practices will claim that these statistics have no bearing on the success of their practices – they will say that because they draw their patients from the surrounding areas the global statistics mean very little. In fact, nothing could be further from the truth.
A local business needs to engage in Internet marketing due to the fact that it can be targeted at specific demographics – and included in demographic targeting is the ability to target specific areas (along with many other deciding factors that influence targeting).
However, there are other reasons that online medical marketing is so important.
One of the most important reasons that businesses turn to online marketing is the fact that it allows for near-instantaneous two-way conversations with prospective clients – or in the case of medical practice, prospective new patients. Website marketing attracts these prospects and a great website provides them with all the information they need to select a service provider.
However, it also provides the practice with the ability to respond to specific queries very quickly. Using social media, for instance, can build brand loyalty and trust through positive interactions with the business – and that trust means repeat business and word-of-mouth referrals. It can also allow the organization to respond to negative comments in the blink of an eye – which protects its brand.
These are only a few of the reasons why a medical practice needs online marketing. There are a myriad more. The bottom line is that a business that is not engaging in online marketing is at a distinct competitive disadvantage – and the business environment of the 21st century is unforgiving of organizations that ignore marketing opportunities.