We all know that patients and doctors use the Internet to research medical devices, pharmaceuticals and other treatments for aliments. We all know, too, that it’s a competitive marketplace, so the more eyeballs who see your company online, the more likely you’ll emerge as the winner in your space.
Let’s say a patient or the love one of the patient, or even the patient’s doctor for that matter, has read about or seen a print or TV ad for a high blood pressure drug. What’s the next most likely thing he/she will do? Go to the Internet, of course. This person will do a search on a number of possible keywords, such as “high blood pressure drugs”, or “high blood pressure treatment” or “treating high blood pressure”, etc.
How do you get in front of those patients and the rest of your target market? How do you ensure that they see and go to your site rather than your competitor’s? There are a number of ways to achieve awareness and visibility within your target market, including PPC, SEO, and Social Media. But the most important online marketing initiative that you can do is to build your website with online lead generation best practices.
When building your website, keep these things in mind:
- Make sure you select the right keywords and place them in all the right places
- Obtain as many inbound links from relevant external websites as possible
- From a usability standpoint, employ an easy to use navigation scheme so that visitors immediately know where to click for further information
- Have a succinct, easy to understand positioning statement on the home page
Provide fresh, educational content on a regular basis