BLOG: Three short-term action steps to come back strong from COVID
Click Here to Manage Email Alerts
Once you have completed the three immediate action steps we mentioned in a previous blog post, take the following steps over the next month or two to ensure an elite online presence as the impact of COVID wanes.
Promote the right services
Review your website to ensure that your high-income services are properly promoted. This is particularly important if you have not updated your website content in a while and your newest procedures and services are not prominently displayed — or worse yet, if they haven’t made their way to the site at all. Review your website and then direct your digital marketing company to update it with new content and images.
Tune up your SEO
After ensuring that the above services are properly promoted on the website, perform a few searches on Google to see how you rank for these services. If you don’t rank well, then direct your digital marketing agency to make the site updates necessary to ensure great search engine visibility. Ideally, your digital marketing team should make the content and SEO updates at the same time. So, do your ranking research first before requesting site changes. The best SEO efforts work in concert with content and conversion in order to improve ROI.
Increase positive reviews
When the COVID crisis is over, consumers will do a lot more research than they used to before visiting your office. A key point of search is online reviews. Ensure you have a system in place that solicits reviews from the full range of review sites, not just one or two sites. In addition to reviews on Google, Facebook and Yelp, look for review sites that rank well for your name (eg, “Dr. David Smith reviews”) and assess your ratings on health care-specific sites like Vitals and RateMDs. Then, target the review sites where you need ratings support. Keep in mind that prospective patients place great emphasis on the health care-specific sites. Unfortunately, many review management tools are not designed for health care and do not include a focus on these sites in their strategies.
Collapse