Who Are Your Competitors?
It is really important too know who your competitors are in your field. I encourage all my clients to do this research as you can learn so much by what they are doing right and what they are doing wrong. This can take a few of hours of your time but you will start to notice little marketing strategies that you like and you will be eager to adapt and implement them as long as you’re not copying of course. Some industry websites can be very generic and quiet frankly boring! But if you can find a good few ways to stand out this will make all the different when your patients are choosing which doctor is best for them.
The first things you want to check out is… who is on page one of Google using your search term that you’d like to be found on… for example:
“Orthopedic Hip Replacement Surgeon in London”
Usually you will find that the big hospitals will dominate the first few pages as they have so much content and Google loves content but once you get past these you can see who is appearing in the ranks and even get some inspiration on what articles you can write.
You want to pay attention to:
- The Design
• What’s the main message that they’re putting forward?
- What do they say about themselves?
- How are they creating value (or at least attempting to)?
- The Titles of the pages
- The keywords they are using
- Are they using a customer loyalty systems?
- How many pages and blogs they have
- How does their pricing compare to yours
- Any other unusual marketing and media strategies
Don’t forget to check out what they are up to on their social media platforms too. You will get some great ideas of what to post and see how their patients are engaging. You can use a great tool called Social Searcher (https://www.social-searcher.com) This is a search engine that allows you to monitor all public social mentions on social media platforms and websites, it measures and tracks what people are saying about your company, brand, product or service and can give you an idea of a company’s popularity in the marketplace.
If available, sign up for their newsletter, which is another easy way to gather competitive intelligence. This might seem wrong but it’s a simple way of keeping up to date without having to check out their website.
Finally, and most importantly, if you know your competition, you know what choices your patients have elsewhere; if you understand what they offer, you can be ready when patients start to compare their options and you’ll know how to answer the difficult questions before they’re asked by your patients.
So come on… when was the last time you checked out your competition? Take a look now and see how you can better your service and website. If you need any help on this just give me a shout. I am Cheryl from Clinic Alchemy.
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