Clinical word refers to a very wide segment spacing from Aesthetic Health.
In terms of marketing the first difference between the two arms is the fact that if we speak of the Health segment, we need to pay close attention to the rules of the CRM (Regional Council of Medicine).
In this article we will specifically address the branch of Medical Clinics.
And even in this category there are also great sub-segments.
Before you begin, we need to emphasize the limitations of the segment in both online and offline communication.
Without claiming to be experts in medical jurisprudence, we will list some basic rules to consider.
By not respecting these rules, depending on the severity of the offense, you may suffer or warning to revocation of his professional record.
This, said, no need to break any CRM rule to produce an adequate Digital Marketing strategy.
Just north is education about treatments and surgery, and prevention of diseases and conditions, without sensationalism and self-promotion.
Which two two terms are most popular on Google?
We see in Google Trends that the generic word Medical Clinic has well more search volume than Health Clinic .
So we will focus this article on the keyword that generates more search volume.
Let’s enter the keyword medical clinic directly in Google search.
The results of this search are the SERP (Search Engine Results Page) .
The first results are sponsored links, that is, the advertiser pays to be in the first positions of Google.
To understand that we are talking about sponsored links , simply identify the presence of small icon Ad same ad side (see image above).
The cost per click paid advertising depends on two factors:
The first two paid results given by Google are:
See also: Sponsored links: beyond Google Adwords
Going further down the Google page (SERP), we see the results of geolocation, ie, Google displays the most relevant results to the user geographically (closer).
I am writing this article Aclimação neighborhood, São Paulo and these are the results.
3 results shown on the map are:
We can see that those who ranqueiam in the first place certainly did not have a job optimization on the site … or not even have site.
It is very important to understand the importance of geolocation, because Google always wants to spend the most relevant results to the user, then takes into account the geographical position of it.
So if you do the search elsewhere, will likely get different results.
The aim here is to show the methodology to define a Digital Strategy You can apply it to your business and in your region.
Further down the Google results page, we see the results unpaid, also called organic. That is, the advertiser does not pay for the announcement of it being in this place Google.
The first three results are:
See also: The Importance of SEO for your Business
Let’s look at these first positioned to see what we can learn in terms of difficulty and opportunity.
As for Wikipedia, it is important to know which is the first which ranks for this keyword, because we know that does not have much chance of getting in the first place in front of this information portal.
Analyze the other two domains.
The tool Moz tells us that the site has a Domain Authority 35% and page to the homepage 38%, which is quite good.
This is confirmed on the platform SEMRush showing that even with a drop in recent months, the site appears for 298 keywords in the first 3 positions of Google (see image below)
We also see that the trend of traffic is falling but even so, the site has good traffic (see image below).
As we have seen the site https://www.einstein.br is second.
The Moz shows the following Domain Authority and Page
We can see how the authority of both the homepage, as the field is much larger than the site https://pebmed.com.br that appeared in front.
That’s because Google recognizes that the first site is most relevant to the specific user in specific time and specific place.
On the contrary, the Moz shows that the site is einstein.br then most certainly will have more globally ranqueadas words and more traffic.
Look, here we even 2,620 words that lead the site in the first 3 positions.
And we also see that traffic is much higher than the other analyzed competitor.
That means it is very complex to a labor optimization to rank in the first place Google .
But as Google recognizes the specifics, we can think of target by region or sub-clinical segment to achieve a relevance, but for everyone, at least for your target audience.
Using this basic method, you can now assess authority and traffic estimates for both your site and for the specific keywords of your niche.
If you are unsure how to choose your keywords to be analyzed, here are some platforms that will help you:
See also: The 8 main tools for an SEO project
If you need more details about the use of these platforms, leave a comment here below, at the end of the article.
Let’s see now quickly the trends of some keywords characteristics of some segments:
As we did for the more general practice segment, we can see the trend for the analyzed sub-segment
The same exercise can be done for other segments and niches.
Clearly the main channel prospecting for this segment is the indication.
Overall, the best way to work the factor indication is through testimonials.
However the CRM very limited this type of disclosure, or lets you make promises results.
Another way to work the factor indicating the Internet is through social networks where you create your base of followers or friends and can start earning trust with them.
Why most clinics opt for Instagram channels mostly, but also Facebook.
For a visual good, a beautiful photo can create an empathy and trust, indirectly.
See also: 11 Ways to get more followers for fanpage and bring more traffic to your site
We can do the same exercise on Instagram made Google. We typed the hashtag: #clinicamedica.
The post with the most tanned is a martial arts video
The second most tanned post is about a face transplant, we will not show a good taste issues, the third is an architect, probably working in the establishment of a clinic.
Only in the fourth we see a picture of a team effectively operating in a clinic.
The hashtags on Instagram are used will, then just as Google to rank need to cross the search volume and the level of competition, here we also need to find a # to give space to appear.
For example #clinicamedicasp greatly reduces the number of Likes and engagement but focuses on your target audience.
You can see that all clinics are appearing.
The analysis can be deepened seeing these clinics the kind of tanned, the type of post and the kind of language they use.
This leads to a Benchmarking Study.
If you are interested in a specific article for positioning Health Clinics on Social Networks, leave a comment here below.
See also: What’s Comment Marketing and how to do?
And to complete let’s see what happens on Facebook.
Typing Medical Clinic in the Facebook search box, we see some suggestions on the basis of the most sought relevant words. Like what happens in Google search.
we see how the word popular medical clinic is the first suggestion, which shows the large volume of search and the opportunity in this segment.
Let us quickly review the page in the search list to see if we can learn something.
This shows us the importance of engaging in social networks, with no promise of results. Simply in order to gain confidence in the structure.
We can say that medical clinics represent a segment of great opportunity, because despite being very inflated in quantity towards quality needs improvement.
It is these gaps that your clinic may see an opportunity.
This methodology shown above is just the beginning of a basic design of online positioning, but it shows how you can even start doing this type of analysis and see your opportunity niche.
However I suggest you always ask for a review of its strategy to a lawyer or accountant specialized in the medical branch, to avoid infringing the rules of the CRM.
If something is unclear, leave a comment here below and we will respond rapidademente and effectively.