Should You Hire a Digital Marketing Agency with Experience Representing Healthcare Practices?

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When looking for a digital marketing agency, it is very important to find a company that has worked with other healthcare practices. In a recent Healio video interview, CEATUS Media Group CEO David Evans, PhD, MBA, explains that while your first instinct may be to look for a local company, that is usually not as effective as choosing an agency with an in-depth understanding of ophthalmology, dentistry, plastic surgery, etc.

VIDEO: Practices should hire digital agencies with prior eye care experience

Where an Agency with Little to No Medical Experience Can Fall Short

A local firm’s success at improving search engine rankings and web traffic for an auto dealership or a restaurant does not automatically translate to great results for a medical practice. The lingo and search terms for buying a car or finding a nearby place to eat are generally predictable and uncomplicated, so there is not a significant learning curve.

However, when it comes to a field like ophthalmology, the average person does not have a nuanced understanding of the differences between procedures like LASIK, cataract surgery, or RLE (refractive lens exchange). The marketing team will need a crash course just to understand what services are being offered.  

As Dr. Evans explains, “A surgeon or their staff can take the time to train [a marketing team] to be knowledgeable about eye care, but why do that? Why not bring somebody in who already has experience?”

Consumers are also less familiar with medical procedures. What prospective patients type in Google to look for refractive surgery can be wildly different from the real medical terminology. Evans recalls how CEATUS has taken over for clients whose previous agencies would optimize for search terms like “femtosecond laser” when “laser cataract surgery” is much more effective. After all, that is a term that consumers have heard of and would type into a search bar.

How CEATUS Can Help Your Practice Thrive

Because CEATUS Media Group has focused on digital marketing for doctors for nearly two decades, our clients do not need to devote time to explaining the kind of work an ophthalmologist does. Better yet, our specialists continue to refine the optimal medical-related search terms over time to drive traffic to your site.  Our experience puts us in a unique position to create accurate, understandable web content for health care providers that yields new patients. To learn more about why CEATUS is a leader in our field and how we can help you to become the leading clinic in your city, please call (615) 733-8111.