3 Key Actions to Attract Patients Online

Nowadays, having an online presence is essential. To succeed in the competitive private healthcare sector, it is crucial to be visible in the digital world. According to the Doctoralia report, more than 90% of patients turn to the internet when looking for a healthcare specialist.

That is why it is vital to manage our online presence properly so that users can find us easily. Ignoring the digital world or having a weak online reputation can get in the way of reaching your goals.

In this ebook, we offer a starter guide on how to strengthen your online presence. We cover topics such as building a website, how to optimise its visibility on Google, whether organically or through advertising, and the importance of being active on social media and specialist platforms.

#1. Building and maintaining a website

When developing a website for your physiotherapy clinic or medical centre, it is essential that it reflects a positive image and helps you achieve your goals, such as attracting new patients.

A clinic's website doesn't just provide information about the practitioner and their services; it also plays a crucial role in building their professional image.

Often, patients' perception of you and their decision to visit your practice will be based on the look and content of your website. Poor design or inappropriate content can do more harm than good. Remember that your main audience is your patients.

Bear the following in mind:

Make sure your contact details are visible and up to date.
Your website content should motivate patients to choose your practice.
Publish only relevant professional information about yourself.
Add a photo of your practice.
Detail the conditions you treat and the procedures you perform.
Provide a list of your service fees.

Where can you build a website for a medical practice or physiotherapy centre?

You can design your own website using free tools such as WordPress, Wix or Weebly. Alternatively, you can choose to hire a specialist or agency to build it, although the cost will depend on the complexity of your project. If you would like specialists in developing web projects for physiotherapy clinics and medical practices, don't hesitate to get in touch with the Zeeclip team.

Here are some essential criteria for an effective website. If you already have a website, check whether it meets most of the points in the table below. If you don't have one yet, this table can be a useful guide for designing it.

DESIGN	CONTENT
The design allows for easy navigation. The graphics are clear and easy to understand. The colours and elements of the page are consistent with one another.	The contact information is up to date and is displayed prominently and accessibly. A link to Google Maps has been added to make it easier for patients to find the practice.
Your website should stand out from other healthcare professionals. The design encourages visitors to keep reading and builds trust	The fee list is accessible and the prices shown are clear, avoiding misunderstandings.
Crucial information is easy to find and understand. Navigation is simple, even for those unfamiliar with using the internet.	The description of services is detailed and complete. Clear language is used, avoiding technical terms to make it easier to understand. The section provides information on the conditions treated and the common problems of the patients who come to the practice.
The website adapts and displays properly on mobile devices and tablets. The structure is clear and it is easy to identify interactive or clickable elements.

#2. Organic search ranking and Google Ads

Optimise your website in line with current trends

Simply having a website doesn't guarantee that patients will visit it; many may not even know it exists. Once your site is online, it is essential to work on its visibility.

There are two approaches to improving your site's visibility:

Organic ranking: This is the free approach and refers to improving your natural visibility in search engines. However, this process takes time and doesn't deliver immediate results.

Paid ranking: Such as Google's Adwords service, it delivers fast results and can put your site in the top positions in a short time. However, it comes at a cost and requires some prior understanding to maximise its effectiveness.

Patients usually look for specific information online, mainly using Google. For example, they might search for "physiotherapy clinic in Madrid".

Search engines respond with a list of websites. Although there are many results, patients tend to click on the first ones. It is therefore crucial that your site appears in the top positions.

Google's algorithm ranks sites based on certain criteria:

Relevant content: The algorithm evaluates the site's content to determine whether it matches what users are searching for.
Originality: Sites that offer unique content rank better.
Responsive design: Sites that look good on computers and mobile devices have an advantage.
Inbound links: Sites with links from popular websites or social media are considered more trustworthy by Google.

Optimising your organic ranking

Achieving organic (cost-free) ranking on your own can be challenging, but it is not out of reach. It involves considering multiple factors and demands considerable effort. What's more, the fruits of this work are seen in the long term. If you prefer, you can turn to a specialist agency or an independent expert. A useful tip is to focus on a specific niche, which could attract fewer patients but with less competition for those keywords, such as "specialist physiotherapy clinic for sports injuries in Madrid".

Boost your visibility with an AdWords campaign

If we try to stand out organically in a saturated market (for example, in a large city with many clinics similar to ours), we will probably need to be patient before seeing significant results. To get visibility straight away, AdWords, or sponsored links, are an excellent option.

Advantages of a Google Adwords campaign

Flexible spending: You only pay for the specific number of clicks on the ad.
Geographic targeting: If someone searches from a mobile, your ad will be shown only to people in a specific location. From computers, the server's location is taken into account.
Contact details included: You can add your phone number directly in the ad.

Disadvantages of a Google Adwords campaign

Identified as advertising: Links are labelled as ads, which could make some users distrustful.
Potentially high cost: Especially in high-demand medical fields, the cost per click can be high.

Google Adwords campaign costs

The cost of an AdWords campaign varies according to several criteria, including competition and the importance of the keywords selected for the promotion.

In high-demand specialities in large cities (such as "dermatologist in Madrid"), the cost per click tends to be higher.

If you choose to delegate management of the campaign to an agency or an independent expert, you will need to factor in an additional fee, although you will have professional experts dedicated to optimising and maximising results.

#3. Social media presence

Instagram

Instagram has grown significantly in Spain, establishing itself as one of the Spanish public's favourite social platforms. According to recent data, millions of users in Spain log on to Instagram regularly, reflecting its popularity and reach in the country. The typical user profile spans a wide range of ages, although the young segment, between 18 and 35, predominates. These users look for attractive visual content, interaction and authenticity, and many of them use the platform not only to socialise but also to stay informed, find inspiration and, in many cases, shop or discover brands and services.

Visual reach: Instagram is a visual platform par excellence, allowing brands and professionals to showcase their work, products or services in an attractive and creative way.
Young audience: Instagram has a predominantly young user base, which lets brands reach a younger, more active audience.
High engagement: Instagram posts tend to have higher engagement rates than other social networks.
Product promotion: With built-in shopping features, brands can promote products directly through their posts and stories.
Personal connection: Through Stories and IGTV, brands can connect with their audience in a more personal and authentic way.
Collaborations and influencers: Instagram is the leading platform for influencer collaborations, which can significantly expand reach and visibility.

How to define an Instagram strategy:

Define goals: Before you start, it is essential to know what you want to achieve. Greater brand awareness? More sales? Engagement?
Know your audience: Research and understand who you are targeting. This will shape the type of content you create.
Content planning: Create a posting calendar. Decide on the frequency and the type of content (photos, videos, stories) and make sure it reflects your brand.
Style and aesthetics: Define a consistent visual style. This includes a colour palette, type of photography and filters.
Use of hashtags: Use relevant hashtags to increase the visibility of your posts. Research which ones are popular and relevant for your sector.
Interaction: Reply to comments, engage with other profiles and create content that encourages participation.
Analysis and adaptation: Use Instagram's analytics tools to assess the performance of your posts and adjust your strategy as needed.
Advertising: Consider investing in Instagram ads to reach a wider audience and target specific groups.
Collaborations: Work with influencers or complementary brands on collaborations that can benefit both parties.
Continuous learning: Instagram is constantly evolving. Keep up to date with the latest trends, tools and features to make the most of the platform.

Facebook

Facebook is one of the most widely used social platforms in Spain, with more than 24 million users, according to 2019 data from WeAreSocial and Hootsuite. It is not limited to a specific topic, but serves as a way for users to share information.

For professionals with a private practice, Facebook offers ample opportunities. With its free and simple tools, it is possible to set up a professional Facebook page similar to a basic website.

On that page, you can add images and relevant information and share content aimed at our audience, such as articles, links and multimedia.

These pages are mainly used to interact with followers (those who have indicated that they "like" the page). It is therefore essential to update it regularly and avoid sharing personal information on the professional profile.

Before starting, it is crucial to define a strategy:

Who are we targeting? Current patients, potential patients, colleagues or local residents?
What type of content will we share? Images, text, multimedia?
How often? Weekly, daily?
Do we want to promote our content? We can invest so that certain groups see our posts, including people who haven't yet interacted with our page.

Managing a Facebook page: It is vital to monitor interactions daily and respond to comments, whether positive or negative.

Although managing a Facebook page takes dedication, if it is managed properly it can be a powerful tool for strengthening a standout professional image.

LinkedIn has established itself as a platform "for professionals", setting itself apart from Facebook by focusing on work and business connections. It currently has more than 6 million users in Spain.

For many, LinkedIn is primarily a place to look for job opportunities. Although this view is reductive, it is true that the platform is geared towards professional careers, and users' profiles act as detailed CVs.

While LinkedIn won't provide a doctor with direct contact with potential patients, it does offer the chance to build valuable connections in the healthcare field, even internationally. It is also worthwhile taking part in specialist groups on the platform.

Conclusions

In the digital age, having an effective online presence is essential to attract patients to your practice or clinic. Your website acts as your virtual premises and, just as with a physical space, it is crucial that it conveys trust, professionalism and comfort. Social channels and search engines are key. Although you can carry out all of these activities yourself, our recommendation is that you train and build a solid understanding of how to use each channel, but leave this in the hands of professionals and demand results on your investments.