Reasons Why Your Website Isn’t Winning Over New Patients

Reasons Why Your Website Isn’t Winning Over New Patients

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Ten or twenty years ago, a medical practice’s website was used just to find information about the practice, such as hours of operation, location, and accepted insurances. Today, a website is so much more– it is a connection to your current and future patients and is a line of communication with the community.Your website is much like a storefront, and in many cases in this digital age, it is the potential patients’ first insight into your practice. Naturally, you want to make the best impression you can to win new patients and help them get the care you need. If your website is outdated or not informative, what does that say about your practice? It does not paint a good picture and may cause some to reconsider your services. To avoid this common website problem, here are three things we here at CliqueTech Media see on a regular basis that cause medical practices to fall short with their websites:

Mobile Responsiveness

In the last few years, major search engines like Google have started taking note of website that are not mobile friendly. This means if someone is conducting a search on a mobile device, your website may not show up in the results if it’s not designed to be displayed on a mobile device. This means the time, money, and effort you put into your SEO and advertising may be wasted if your website is not made to be viewed on the common devices of today. This means cell phones, tablets, and laptop.

“Almost 80% of all internet traffic now comes from a mobile device (smartphone or tablet). If your website is not mobile compatible or responsive, potential patients will have to spend time pinching, zooming and scrolling on your website to get the text and visuals to fit into the phone or tablet’s screen. This is cumbersome and often leads users to give up and close the site. The average person spends less than 10 seconds on a website homepage before determining whether or not they will use that business” (GMM). This means that on average, a website that is offering medical services to patients has as little as 10 seconds to convince a patient to spend time on their page, research the services offered, and contact them for an appointment.  If their first experience with your page is struggling to see the site, navigate your content, and get to where they need to, they will close your page and visit a more user-friendly page. So, being mobile friendly is key to avoiding this common website problem.

Content Weakness

One of the things the majority of medical practice websites fail to deliver is valuable content. Aside from physician bios and a services page breakdown, most medical websites fail to supply their patients with valuable information. If a patient is in need of a particular service that you offer, you need a variety of content related to that service on your website. Basic information about the procedure and its benefits, photos and videos related to the conditions, blogs detailing need to know information, and an easy way for customers to contact you for an appointment are essential.

Another common website problem many medical practices encounter comes from their link building. When you use links on your site, you want to use links that direct visitors to other areas of your own webpage so you are not sending them away from your site. If you are using another site for information that you need to quote or reference, then include the link but use off-site links sparingly. Once you have people visiting your site, you want to keep them there as long as you can. Using other sites to demonstrate your authority and the validity of your information is important but must be done with care to keep visitors on your site. For every one external links you use, there should be at least three or four internal links to keep visitors on your site.

No Call to Action

The best way to turn a visitor into a new patient is to have a strong call to action on your website’s pages. The call to action is a quick challenge or request that you leave your visitor with. An example of a good call to action that challenges your visitor would be something like ‘take control of your health and wellbeing by calling for a consultation today’. An example of a good call to action that leaves your visitor with a request would be something like ‘make an appointment today with just one simple phone call.’

The call to action is a way to leave your visitors with one last impression of your practice as they finish reading a blog or a particular page of your site. It seems like such a simple thing, but it really can make a big difference in how many visitors turn into new customers. “Studies have shown that strategically-placed calls to action can increase new patient inquiries by 25%. Calls to action have quite a bit to do with psychology and enticing the user to take the next step.   The wording and copy of the calls to action is a science in and of itself and can make all of the difference in increasing new patient acquisition”  (GMM). This is why your blogs and pages on your medical website need to have a strong call to action. It is one of the common website problems that you can avoid with a little foresight!

Contact Us For Help Today

To learn more about avoiding the common website problems that medical practices struggle with in this digital age, contact us today! Here at CliqueTech Media, we can help you improve your website design and content and help you market your services in order to win over new patients! Call today.

Interested in how Cliquetech Media can grow your business?

CliqueTech Media is a digital marketing agency ready to attack your business’s challenges head on! Having a passion for marketing and a fulfillment in results is the fuel that keeps our team going. If you’re interested growing your business and exceeding your goals, then request a complimentary consultation.

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Doctor Reputation Management

Doctor Reputation Management

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How and Where Doctors Should Focus on Reputation Management

All doctors understand how reputation impacts their practice. From keeping patients to attracting new ones, reputation management has always been crucial. Today, however, the internet has significantly up-ended traditional norms of doctor-patient engagement, introduced comparison healthcare shopping to the public, and put a whole new emphasis on both peer and patient reviews.

There’s no turning back the clock. But the internet tools that empower patients can do the same for physician reputation management. It’s just a matter of knowing how to use them. Whether you want to grow your practice or simply maintain its size, here are a few things all doctors should understand about the impact of online activity on their professional reputations; courtesy of CliqueTech Media.

Understanding the Importance of Reputation Management in Our Online World

Whether you call it reputation management or reputation marketing, here’s what you need to know.

The software review and research site SoftwareAdvice conducted a survey in 2016 that showed 84% of patients surveyed would respond to online reviews regarding the evaluation of doctors. 47% of those respondents stated that they would choose an out-of-network doctor who had comparable qualifications if they had better reviews than one that was in the patients’ networks.

The importance of online reviews by patients is only increasing. This means that doctors must be proactive when it comes to online reputation management. So how do you approach the nuances involved in the how’s, why’s, and where’s of online patient reviews? Once again, some essential takeaways found in the SoftwareAdvice’s study can shed quite a bit of light on the subject.

Why, When, and How Patients Utilize Online Reviews

The most critical point in which patients use online reviews is early in a physician search. 77% of the survey respondents stated that physician review sites were among the first places they looked when it came time look for a new doctor.

However, these reviews also played an important role when it came to staying with a physician. These two elements alone illustrate very clearly the importance of reputation management. But these two basic elements branch out into many other crucial review metrics.

Not surprisingly, when it comes to the doctor’s personal reputation, quality of care rates highest in importance at 28%.

But following close on this metric’s heels is over-all review ratings from other patients at 26%. Patient experience ties this at 26%, and the physician’s background follows closely with 21%.

The impact a medical office’s administrative side has on reputation management should be taken every bit as seriously by your practice, as well. The behavior of staff ranked high in importance at 32%. Following that comes the ease of appointment setting at 22%. Billing and payment issues came in at 18% while wait times ranked 16% in importance to respondents.

The First Step in Reputation Management

It may seem obvious to you, but many physicians -for many reasons- don’t take the first critical step in reputation management: taking the online reviews seriously. There are any number of reasons why; from time management to the simple human tendency of hoping a problem will fade away on its own.

But in our ever-on, ever-accessible, ever-connected world, not proactively addressing patient reviews can have a serious impact on a practice’s growth and bottom line. Today, reputation marketing is an investment in your office’s ultimate direction and, possibly, even its survival. So, what are some of the counter measures you can take?

Address the reviews as soon as you become aware of them.

You want to understand what provoked the negative ones and inspired the positive ones. To address these issues you may need to invest in professional front office training. If your practice uses an IVR (interactive voice response) system, ensure that it is regularly updated and optimized.

Making sure your office has a high-quality website that is informative, easy to navigate, and optimized to attract new patients also affects patient satisfaction. Used properly, all of these modern medical practice tools can result in happier, more satisfied patients and be highly effective in reputation marketing.

Responding to Online Reviews

Part of reputation management means keeping current with all the major physician search and review platforms. These sites do change and evolve over the course of time, but some of the most current today are:

  • HealthGrades
  • Yelp
  • RateMDs
  • Vitals

60% of the people who responded to SoftwareAdvice’s survey stated that it’s important for physicians to respond to negative reviews. When doing so, however, it is imperative that your manner be HIPAA compliant. Keep in mind that even if the reviewer publicly shares information protected by HIPAA, you must not repeat it or expand upon it.

With that in mind, a doctor can swiftly address issues brought up in a poor review and better mitigate the escalating effects that can branch from a single negative comment. In fact, acting in a proactive manner can often turn it to your practice’s favor.

All of the above has to do with reviews that are negative but honest on the patient’s part. But can mindful reputation management combat reviews that are blatantly false and malicious? Let’s explore that next.

How Reputation Management Can Push Back at False and Malicious Reviews

Like it or not, reputation management has become essential for every doctor and medical practice in today’s ever-connected world. That’s because your professional reputation is now and forever linked to today’s social web. When new patients set their fingers to the keyboard, search engines like Bing, Yahoo and Google become your practice’s greatest ally or worst enemy.

For all the strides that have been made, the old analogy that compares the internet to the wild west remains relevant. Every day, all over the world, literally hundreds of thousands of dollars are prevented from passing through the doors of medical practices because of false, erroneous, or misleading reviews.

Often, an online patient review isn’t even written by an actual patient.

Competitors, disgruntled ex-employees, or past clients with an ax to grind have all been known to masquerade as patients in order to fabricate a damning review. How do they get away with it? Simply because most review sites don’t bother to set up verification gates that can prevent fake negative reviews…or fake positive ones, for that matter, that benefit your competitor.

The cumulative effects of a single “review troll” can lay waste to a doctor’s online reputation, significantly impacting your practice’s bottom line. Potential new patients are lost. Referrals that might have been made in your favor evaporate.

Even cocktail hour at a medical conference can become strained and awkward. All because you and your practice have become the target of a malicious person with a hidden agenda.

But even here, active reputation management can successfully push back.

Even when you suspect that a scathing review is the work of a malicious person with a self-serving agenda, your reply should be measured, civil, and -naturally HIPPA compliant. You want to keep in mind that you’re not communicating only with the writer of the review. Dozens, hundreds, even thousands of others using the review site are watching as the drama unfolds.

There will be cases in which your timely response is all it takes to defuse the situation, even though the reviewer is not really a patient. But many times, the war against you will continue to be waged. Indeed, the malicious reviewer will often double down.

How can reputation management ward off such a deliberate attack?

When a civil, professional response doesn’t do the trick, there are ways to have a negative review removed. To have this done, a plausible argument must be presented to the review site in question.

For example, Google has a system set up in which you can argue for the removal of a hostile review. It can be a lengthy process that may require legal counsel representing you or your practice. But in many cases, a negative review deemed malicious and false by the review site will be removed.

Another technique used in reputation management is to take advantage of search engine optimization techniques (SEO).

Malicious reviews can be buried through these methods, exiling the hostile review to the Google equivalent of “the back of beyond.” A hateful post can be relegated to page 3, 4, 5, or beyond. Why would this be an effective reputation management technique? Consider this: when was the last time you took your own web searches past page 2?

One of the primary ways this technique is done is by increasing your numbers of positive reviews. This method can help ensure that potential new patients doing a physician search will see pages 1 and 2 of a search engine like Google, Edge, or Bing filled with a wide array of favorable, supportive results from people who are authentic patients of yours.

The more positive comments there are, the more deeply the malicious review will be pushed into the no man’s land of those search pages.

How To Make Physician Listing Sites Work in Favor of Reputation Management

There are many designated listing sites that post information about physicians and medical practices. These can be a bit of a moving target, as one can become more popular and heavily trafficked over another as time passes. For example, HealthGrades.com and Vitals.com are currently heavily visited.

But keeping up with listing sites is a critical element in reputation management. They should be monitored on a regular basis.

Part of that monitoring entails making sure your practice’s information on these sites are always up-to-date.

The sites require, at the very least, basic information which they call citations. Citations may be as simple as name, address and phone number. They can go on to include specialties, board certifications, education, and more. Obviously, the more complete your citations, the more likely a potential new patient will consider your practice.

Regardless of how extensive your citations are on these sites, however, the info should be current, correct, and uniformly the same across all the sites that list your practice’s information.

Why is having your information on these listing sites so important in reputation management?

Hundreds of millions of potential new patients search these listing sites every day. If you want your practice to be discovered, your info must be up-to-date and error free. These listing sites serve as your practice’s first best impression. If information is outdated -or you haven’t made the most of displaying your credentials, certifications, and specialties- you will be summarily dismissed at best.

At worst, you may even receive a negative review from someone who thinks your lack of information is suspicious.

Why Reputation Management Should Include Shepherding Your Patients’ Reviews…Even the Positive Ones

It may seem to make perfect sense to give your patients free reign with their comments or in choosing whatever review site they prefer. But such a model can be more detrimental to reputation management than shepherding patients’ comments and site choices.

A shining review may get buried so deeply through a low value site that it won’t be picked up by most search engines. So reputation management includes making sure that the review sites that you shepherd your patients to have the best search engine value and focus.

A process must be in place to proactively guide people to the most effective review sites.

You’ll find that most people appreciate guidance on where to post a review, as well as what your practice is looking for in a review. This is not to say they want you to instruct them on what to write. Rather, they appreciate receiving guidance regarding what you would like them to focus on.

Why You May Want to Consider a Reputation Management Company

As you can no doubt see, effective and proactive reputation management is labor intensive and has a lot of moving parts. Most medical practices don’t have the time and manpower to make sure reputation management (and reputation marketing, for that matter) works at optimum levels.

But when reputation management is a well-oiled machine, the positive impact it has on a practice’s growth can be significant. A quality reputation management company will have a full complement of specialists that can tailor management to your office’s specific needs.

These companies can monitor physician listing sites, patient reviews across many search engines and review sites, manage your office’s website. A crucial part of the job is to keep your practice informed about their findings in a timely manner that allows quick response.

Today’s reputation management agencies oversee each medical practice’s individual situation. Algorithms designed by the best agencies tailor a course of action that specifically targets your needs. This means that reputation marketing through an agency includes reputation repair through the removal of erroneous reviews from the search engine results in addition to providing ongoing monitoring.

In Conclusion

Reputation management has always been crucial for growing a physician’s practice.  But never has it been as important as it is in the age of the internet. Physician search and review sites have significantly up-ended the traditional norms of doctor-patient engagement.

Today, patients have more at their disposal than ever to help them determine which doctors are best for them and their families. The same internet tools that empower patients can do the same for your practice. It’s just a matter of understanding how to manage them.

Left untended by a physician, this model can spell disaster. But when proper reputation management is employed, the results can be a thriving, growing medical practice.

Interested in how Cliquetech Media can grow your business?

CliqueTech Media is a digital marketing agency ready to attack your business’s challenges head on! Having a passion for marketing and a fulfillment in results is the fuel that keeps our team going. If you’re interested growing your business and exceeding your goals, then request a complimentary consultation.

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Patient Reviews and Your Reputation

Patient Reviews and Your Reputation

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Why Online Patient Reviews Matter to Your Practice

All doctors understand the role that reputation plays in attracting new patients to their practices. But not all doctors realize today’s impact of online sites that invite patient reviews. Love them or hate them, these sites are here to stay and they are influencing how new patients conduct a physician search.

CliqueTech Media, an inbound marketing company that specializes in medical-based clientele, reports that online patient reviews are continuing to increase. Some surveys find that as many as 84% of their participants use online patient reviews when researching physicians. Of these, 47% reported that they would choose an out-of-network provider who has comparable qualifications over an in-network one if the reviews of the out-of-network provider were more favorable.

The real-world impact of online patient reviews won’t be abating any time soon.

So doctors everywhere need to take a proactive stance when it comes to managing their reputations on the internet. To do this an understanding of how, when, and where patient reviews are used is essential. With that in mind, let’s take a look ways you can manage your reputation and make online patient reviews work for you instead of against you.

Some Basic Things to Understand About Online Patient Reviews

Patient reviews are increasingly used by people doing a physician search. When it comes to conducting that search, quality of care is cited as among the most important metrics. Also at the top of the list is patient experience, followed by the doctor’s background.

Other aspects looked for in patient reviews related to a physician search are friendliness of staff, ease of scheduling, any billing or payment issues, and wait times.

Why and How Your Business and Reputation are Affected by Online Patient Reviews

In 2012, the Journal of American Medicine Association (JAMA) published the findings of a survey that conducted an interview of 2,137 adults. One-third of the participants stated that they sought out or avoided doctors based on the online ratings they received. A Pew Research Centerstudy conducted more recently indicated that 72% of all internet users in the United States went online seeking health and physician information. Of these, 30% did so to specifically look at online patient reviews.

The vast majority of these online ratings sites post patient reviews with little or no oversight. Virtually anyone can write anything with near anonymity. Over 700,000 physicians are listed on a single site alone called Vitals.com, making it the largest site for patient reviews. It attracts over 13 million visitors per month.

But Vitals.com only scratches the surface of available online sites that post patient reviews.

Other prominent sites are ZocDoc, RateMDs, and Yelp. These and many more maintain large directories of provider information. With so few checks and balances in place, and disgruntled patients protected by anonymity, it’s easy to see how a single strongly negative review can trigger an all-out boycott of a physician’s practice.

Such anonymity is an effective shield for patients with strong grudges. They can wreak havoc by posting fraudulent or exaggerated claims. Those with particular internet savvy can go online and impersonate the practice they have targeted.

Those with a grasp of how search engine optimization (SEO) works can manipulate the system to make their patient reviews appear in the top search results for the doctor or practice they have targeted.

In the vast majority of cases, physicians are helpless to defend themselves against negative patient reviews. This is because HIPAA compliance forbids physicians from discussing details of any interaction with a patient within the context of a public forum. This severely limits a physician’s ability to publicly counter negative patient reviews.

Some practices have been so badly damaged by negative online patient reviews that the physicians have opened lawsuits against the people leaving the reviews. And while this is sometimes successful, it can be an exceptionally slippery slope.

Lawsuits against reviewers can be prohibitively expensive, especially if your practice’s insurance will not cover it.

Additionally, the process can be agonizingly long and -in most cases- the suits are lost. Then there is the sour cherry that tops this sludge sundae: the physician often gains more negative press in the process.

This may all seem to indicate that successfully fighting negative patient reviews is all but impossible. But there are, in fact, avenues that are open to physicians. Practicing due diligence and being proactive are the keys. And understanding the psychology that drives patient reviews is the best place to start.

Why Bad Patient Reviews Happen

So what are the primary things that trigger negative patient reviews? And why are people in general more likely to write hostile reviews than positive ones? Negative patient reviews are motivated by a number of very basic desires. These include:

  1. Wanting to vindicate a perceived “wrong” that has been done
  2. The honest desire to forewarn others or to be of help
  3. Feeling that a complaint or concern has not been properly addressed or rectified
  4. Wanting to validate other negative patient reviews (hopping on the bandwagon of a popular sentiment)

Consider your own reviewer’s habits. For example, are you more motivated to leave a Yelp review for a restaurant where you enjoyed a perfectly pleasant but normal meal, or more likely to write a scathing one about an especially bad experience there?

In the context of medical care, the sites where people leave patient reviews are often the third party that “listens to them.”

Leana Wen, M.D. is the director of patient-centered care research at George Washington University and the author of When Doctors Don’t Listen. She believes negative patient reviews, especially the outsized hostile kind, can be significantly reduced when doctors invest the time to open a dialogue with patients.

Dr Wen states that physician inattentiveness instills a sense of disenfranchisement in patients. She goes on to say that our medical education model is lacking in focus when it comes to teaching physicians how to fully communicate with patients.

All too often, patients leave their doctors feeling confused about a diagnosis and what’s going on with their own body.

Dr. Wen states that approximately 80% of all medical diagnoses are derived by simply talking with patients. Yet many physicians aren’t even aware that their patients leave them feeling poorly informed and unhappy.

When this happens, many people who feel they’ve had a mediocre or negative experience leave the office and do a physician search online. When they find negative patient reviews for the doctor they’ve just visited, they have an “a-ha!” moment. This perpetuates even more negativity about their experience, regardless of the validity of the reveiws they are reading. Now they’re likely to add to the momentum of these patient reviews by adding their own.

How To Successfully Counter Negative Patient Reviews

Whether you like it or not, today’s ever-on all-access world requires proactive reputation management to minimize the potential snowball effect of negative patient reviews. What is the most effective means of doing this? In a nutshell, increase your volume of positive patient reviews.

This promotes a review environment in which a patient feeling unhappy with a recent experience is more likely to think of that experience as a “one-off” instead of part of a trend for the physician in question. This, in turn, can tamp down the bandwagon mentality that a string of unverified negative reviews can trigger.

In other words, it’s far easier to dilute a salty glass of water by adding more clean water than to try to remove the salt altogether.

Now let’s turn our attention to which online review sites will benefit your practice most.

Steering Your Patients to the Most Effective Review Sites

Having your staff ask for online patient reviews should have focus. While it’s true that the “review site du jour” changes over time, there are two primary keys to getting your positive patient reviews seen by the largest audiences:

  1. Suggest specific review sites to your patients.
  2. Consider what devices are being used to conduct a physician search. Phone, tablet, or computer?

When someone is doing a search via phone or tablet, patient reviews are often pulled from Google+ or Yelp. On computer these are also regularly accessed, but rateMDs, Vitals, and Healthgrades also come into significant play when people are doing a specific physician search.

Don’t overwhelm your patients with review site choices.

You’ll want to give people choices when it comes to places to post patient reviews, but you don’t want to offer a virtual laundry list, either. Too many choices means running the risk of patients not posting at all. So focus your requests by suggesting one to two primary mobile device review sites along with one to two primary physician search sites.

Make it easy for people to go to your preferred sites for patient reviews by including a postcard that provides links when handing them office visit receipt. You can also be sure to add the links to any emails the patient receives.

It’s important to know where NOT to steer patients to post reviews, too.

It may be tempting to use sites like ZocDoc or Demandforce, where you can manage the message by choosing which reviews will appear online. But that lays the trap to indulge in echo chamber mentality. Physician search sites like these have very weak page rankings on the popular search engines like Google, Bing, or Edge.

Be proactive and respond to negative reviews. But keep it compliant!

Increasing positive patient reviews is only one aspect of countering the effects of negative ones. It’s also important to respond online to those who have posted complaints. Surveys show that approximately 60% of respondents state that when a doctor responds to negative patient reviews in a thoughtful manner, it has a positive impact on opinion.

Trading insults with someone who has posted a negative review may feel gratifying, but doing so can have a ripple effect that increases hostile patient reviews rather than combats them. So…how do you douse the fire of a negative review before it spreads, yet also remain HIPPA compliant? Below are a few basic guidelines.

1. Keep your head.

Refrain from replying until you’ve had a chance to cool down. You want to appear as objective as possible when replying to a negative review. Be careful to not violate HIPPA. Regardless of how much personal information the reviewer may choose to reveal, you need to keep your replies generic and courteous.

Remember, patient reviews on physician search sites and other online venues are publicly viewed. You’re not only responding to the disgruntled patient, you’re addressing everyone who is reading the exchange.

2. Whenever possible, respond privately.

If the patient has revealed his/her full name, consider calling or emailing privately. Let the patient know that you take all patient reviews to heart and want to address his/her concerns.

Listen to/read thoroughly the patient’s reply then consider what is in your power to resolve the situation. To demonstrate that you have fully grasped the patient’s concerns, repeat the complaint(s) back to him/her. Above all, always communicate sympathy.

3. Never ever ignore negative patient reviews.

Whether you have the information needed to contact the patients privately or not, you should always respond to negative patient reviews. Even if your positive reviews well exceed the hostile ones, making a civil and professional attempt to resolve the patient’s issue is strongly recommended.

Remember the point made in the first guideline above: You’re not just responding to the unhappy patient. By the very nature of the review’s forum, you are effectively addressing everyone who reads the exchange.

Using Social Media Sites

It’s also important in this ever-connected age to maintain social media sites like Facebook and Twitter. Posting helpful content on these sites such as informative articles, news about your practice, general reminders about the importance of regular annual check-ups, and more are all valuable ways to encourage positive patient reviews and comments.

Boosting Positive Patient Reviews Through Referrals

All of the above is not to say that a reputation grounded in excellence isn’t crucial. Of course, it is. Acknowledgement by your peers regarding your high standards and expertise will always play a critical role in the securing of referrals and helping to ensure a steady stream of new patients.

However, in today’s increasingly competitive medical environment, the reality is that referrals are no longer based on clinical skill alone. Take the following into consideration:

  • Availability beats clinical expertise virtually every time for a patient. Patients’ daily lives are-and have been for decades now- as densely packed as any physician’s. Improving availability and minimizing wait times results in satisfied patients who are far more inclined to return, as well as go out of their way to post positive patient reviews.
  • Practicing referral reciprocity on your part promotes a virtuous cycle of more patient referrals from your colleagues.
  • Cultivating personal relationships among peers regularly increases referrals.
  • Specialists who are willing to do tests and procedures upon request are far more likely to see a positive bump in referrals.
  • Patients who are happy with a doctor’s overall performance and manner frequently go out of their way to recommend that doctor or his/her practice.

These referral-related examples can have a significant impact on online patient reviews.

Whether a prospective new patient is doing a physician search because they want “the best,” or because they saw a doctor being interviewed on the local news discussing medical issues that pertain to them, or because they are discouraged with their current doctor, the physician with superior online reviews and an overall solid presence is all but guaranteed to win out every time.

So don’t take referrals for granted. Maximize their worth by turning them into positive patient reviews.

Consider Using an Integrated Digital Management Agency to Handle Manage Your Online Presence

Some medical practices may have the staff-power to keep their online presence updated, appropriately prolific, and manage patient reviews and comments for optimal effect. But the majority now turn to agencies that specialize in full online management of a practice’s website, review sites, and social pages.

There are agencies that specialize in various professions and industries, including the medical fields. They manage a practice’s website and curate its online presence, generate web content, integrate the practice’s social media pages with its site, monitor the increase or decrease in independent sites that focus on patient reviews and physician searches, and more.

This results in accurate data collection, allowing for effective and – equally important- authentic monitoring of the impact a medical office’s online presence has on its profit margin. Indeed, a quality integrated digital management agency can help boost that profit margin.

In Conclusion

Maintaining an updated website and keeping track of online patient reviews are essential elements for sustaining and growing a medical practice in this evermore connected world. At the end of the day, however, reputation management doesn’t have to be an overwhelming and harrowing endeavour. You may not be able to please everyone, but you can learn how to minimize -even reverse- the negative patient reviews and increase the online presence of positive ones.

The bottom line means happier patients, less stressed staff, and a practice that does more than just thrive. It grows.

About Invigo

CliqueTech Mediais an inbound marketing company, with a primary focus on the medical fields. Our goal is to help medical practices attract more patient/client visitors. While we strive to attract more public attention to your site, we also aim to convert those web visits into satisfied clients/patients. These satisfied patients/clients become promoters of your medical practice, helping  grow your web presence and create an online community.

We analyze and pinpoint where your practice can increase profits and how to grow exponentially. When it comes to better conversion and online patient/client engagement, Invigo has the strategies that help you reach your goals and create a solid return on investments.

Contact us by form or phone to learn more and see just how affordable exceptional inbound marketing can be.

Interested in how Cliquetech Media can grow your business?

CliqueTech Media is a digital marketing agency ready to attack your business’s challenges head on! Having a passion for marketing and a fulfillment in results is the fuel that keeps our team going. If you’re interested growing your business and exceeding your goals, then request a complimentary consultation.

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How Conversion Optimization Gets You New Patients

How Conversion Optimization Gets You New Patients

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Conversion Optimization: Is Your Site Working for You in Getting New Patients?

Does merely reading the words “conversion optimization” cross your eyes or make your heart freeze? You aren’t alone. There are plenty of doctors and office managers who avoid the topic of conversion rate optimization (CRO) the same way parents avoid giving “The Talk” to their twelve-year-old. But like that inevitable discussion with a middle schooler, CRO is a fact of life that can’t be ignored by medical practices that wants to grow.

Not understanding the basics of CRO has consequences, not the least of these being financial. If you aren’t using conversion optimization, you’re cheating your practice out of a resource that works to your best advantage and can make a measurable difference in your practice’s growth and bottom line.

So let’s start by taking a lot of air out of that CRO anxiety balloon.

We’ll tackle perceptions about limited budgets and resources, and why getting conversion optimization right can take an under-performing website and turn it into a new patient-generating behemoth. You can do this. All it takes is getting acquainted with a few of the basics.

The Whole Point of Conversion Optimization

The purpose of conversion optimization is simple and straightforward. It’s a system for increasing the percentage of website visitors into customers or clients. Specifically in the case of a medical practice, we’re talking about an increase in new patients. And that’s a major reason for maintaining a web presence for your office, right?

Like it or not, even for a thriving medical practice, a website’s traffic plays a critical role in revenue. But does that mean your practice should rely on a site’s raw traffic numbers alone? You’d think that it’s enough in today’s competitive medical fields to look at web traffic as a pure numbers game, wouldn’t you? You might, but you definitely shouldn’t.

It’s certainly true that any site built for a profession or business must attract visitors.

But it’s also true that a website with lower traffic numbers can conceivably convert more of its visitors into actual new patients than a competitor’s that logs higher traffic. Why is that? Why doesn’t a higher visitor count automatically generate a sufficient increase in new patients and revenue? A big part of the answer is conversion optimization.

Understanding How Conversion Optimization Makes a Difference

Let’s say that a website’s is only seeing a 5% new patient conversion rate in its traffic. Now let’s say that this website ups its overall visits, but the conversion rate remains at 5%. So, sure, there’s more revenue by virtue of the increased numbers, but the percentage itself remains pretty anemic. So much so, in fact, that the medical practice may be struggling as much as ever -maybe more- to produce a growth rate that keeps it out of the red.

The problem, then, becomes the quality of your visitors rather than sheer numbers of them.

A quality visitor differs from a random one in that a quality visitor is more likely to become a new patient. A quality visitor is like a customer who walks into a brick-and-mortar shop. A random visitor is like a customer that’s just window shopping. Attracting more quality visitors is how conversion optimization can become a significant player in making or breaking a medical practice’s bottom line.

How Conversion Optimization is Used

Two of the primary ways that conversion optimization is used are:

  • Targeted traffic focus
  • Current traffic conversion

Targeted traffic is a conversion optimization technique that refers to people who deliberately visit your site via a link that has determined the visitor’s needs prior to the click-through. Pay-per-click (PPC) campaigns are a common way to attract targeted traffic to a website, but there are other methods as well.

When a medical practice launches a PPC campaign, a choice can be made to do one with or without conversion optimization. However, choosing conversion rate optimization   significantly boosts the long-run return on your PPC campaigns.

The one-time, upfront fee for adding conversion optimization to a PPC campaign is modest and results in better ROI (return on investment).

Many people find that difficult to grasp, however, when they first look at the numbers. So they opt out of CRO. That’s a shame, because the cumulative effect of conversion optimization can make a significant improvement in new patient sign-ups.

The examples below demonstrate the difference. For the sake of simplicity and illustration, a dollar amount of $20 is used in the “Value of Conversion” row rather than attempting to estimate the price of a new patient office visit.

Paying for Traffic (PPC campaign) without Conversion Optimization

Pay-per-click Budget: $1,000 per month

Unique Visitors: 1,000

Value of Conversion: $20

Conversion Rate: 10%

The above sample illustrates a gain of 100 conversions at a value of $20 per conversion. This calculates out to $2,000 in sales resulting in a profit of $1,000.

Not bad, but look what happens after the first month when conversion optimization is added.

Paying for Traffic (PPC campaign) with Conversion Optimization Added

Pay-per-click Budget: $1,000 per month

Conversion Optimization Budget: $400

Unique Visitors: 1,000

Value of Conversion: $20

Conversion Rate: 12%

The above sample illustrates a gain of 120 conversions at a value of $20 per conversion. This calculates out to $2,400 in sales resulting in an initial profit of $1,000.

The profit appears to be identical in both examples. And it is, but only in the first month. And that’s where some people make the mistake of taking a pass on the conversion optimization option.

The cost of CRO is paid in full during the first month. But the 12% conversion rate continues every month thereafter. See below:

2nd Month of PPC with Conversion Optimization Added

PPC Budget: $1,000/month

Conversion Optimization Budget: $0

Visitors: 1,000

Value of Conversion: $20

Conversion Rate: 12%

Beginning in that second month, the 120 conversions at $20 each remains at $2,400, but your profit is now $1,400. That’s a 40% increase in ROI beginning in month #2 and  continuing on from there.

How Conversion Rate Optimization Boosts Current Page (Untargeted) Traffic

Conversion optimization is not relegated to targeted traffic campaigns alone. After all, your practice’s website is already getting traffic whether targeted or not. It’s safe to assume that 80% of your current traffic is already -at the very least- curious to learn if your practice is the one for them. Conversion optimization can more effectively transition them from simply doing a physician search to actually becoming new patients.

Let’s take a closer look at how conversion optimization affects the quality of current site traffic.

Whether addressing the topic of attracting a targeted audience or improving the quality of current traffic, search engine optimization (SEO) plays an important role in conversion optimization. But it is especially crucial in boosting the quality of current traffic.

SEO is a method used to increase a website’s page ranking on Google, Bing, Edge, and other search engines. For example, medical practice websites that appear on the first or second pages during a search for say, “primary care clinics,” are far more likely to be viewed and attract new patients than those appearing on pages 3, 4, etc. Think about it: when was the last time you scrolled beyond the second page during any Google search?

Conversion optimization utilizes SEO to hone the quality of current or untargeted traffic.

Tools like search engine optimization are designed to help potential customers, clients, and new patients find what they’re looking for more efficiently. These tools also help to pull forward the sites that are most relevant to the searcher. An experienced integrated marketing agency that manages a business or medical practice’s web presence will always include techniques like SEO.

Most search engines have a “sweet spot” when it comes to determining the relevance of a website to the searcher. When an agency really knows its stuff, that agency can help a medical practice leapfrog over the competition and climb to the uppermost rungs of page rankings.

Once there, conversion optimization continues to utilize sound site management methods to keep the potential new patient exploring your practice’s website.

The longer someone stays at a site, the likelier he or she is to convert from someone who is browsing to one who clicks through to the “contact us” page for more information or even to set up a new-patient visit.

So promoting reader engagement is also crucial in conversion optimization. Webpage content that has relevance and quality, website articles that are informative, and a site design that’s both attractive and easy for the new patient to navigate are all essential in improving the overall growth and quality of current traffic.

The Importance of Analytics in Conversion Optimization

Analytic tools, like Google Analytics, are absolutely essential in understanding how well your practice’s website is hitting the mark with your target audience. These tools allow tracking of visitor behavior patterns on your site according to age, interests, and more.

Analytics also keep track of which pages, articles, and other aspects of your site are most viewed, how long visitors linger on specific pages, how many visitors are “unique” (first time) and how many are repeat visitors, among other valuable data.

As with the tools of SEO, any agency worth its salt will have the most updated and well-honed analytic tools available. Google Analytics remains at the pinnacle of these tools, but any agency of quality keeps its pulse on analytic tech, and keeps its clients well-informed.

The 5 Essential Elements of Successful Conversion Optimization in a Nutshell

The more you know about how your practice’s website works the better, of course. But you and/or your office manager are no doubt juggling plenty of balls as it is. That’s why you have an agency managing your web presence, or are looking for the right one for your practice.

Below, then, are 5 essential elements about conversion optimization that should help you better understand how well your site is being managed.

  1. Value proposition. What key elements of your practice does your website focus on? These elements don’t have to be the only ones presented on your site, but highlighting your practice’s particular strengths presents its value to the site’s visitors, attracts the right traffic, and improves your new-patient conversion rate.

In other words, why should a new patient choose you? Does your site communicate this in a clear, concise, and highly visible manner?

  1. Relevance. How well do your site’s analytics, SEO, and other conversion optimization tools present its relevance to potential new patients? How well does your site’s relevance pair up with your value proposition?
  2. Trust. Certainly, no one has to tell you how crucial patient trust is to your practice. But do the elements on your site evoke trust in potential new patients? One of the main ways that conversion optimization is boosted is by making sure the tone, mood, and visual elements of every page on the website reflects your practice’s superior ethics, methods, and patient-friendly atmosphere.
  3. Sales Funnel. This generic term can be translated to “new patient funnel” for doctors looking to grow their practices. Take a good look at your home or landing page. Is it eye catching? Does it help new patients navigate easily? Is it too cluttered or too minimalist? Does it convey the primary specialities of your practice? Is the content interesting, to the point, and help keep visitor attention?

In other words, does it “funnel” potential new patients to the right page for requesting a first appointment or getting your practice’s contact information? All are absolutely crucial in building a solid conversion optimization framework.

  1. Social Proof. This term has to do with demonstrating to your site visitors that your practice is well established and has excellent patient ratings. No one wants to be your first patient! So when your agency recommends a testimonials page and posting patient reviews as part of a strategy for conversion optimization, listen to them.

More than ever, new patients are conducting physician searches and paying close attention to the comments, ratings, and reviews posted by people who are already patients of the practices the new patients are considering. Likewise, be sure visitors can easily navigate to your office’s social media sites like Facebook and Twitter. All of these interconnect to boost your site’s CRO.

In Conclusion

Every medical practice’s website is different. But conversion optimization works for everyone. CRO methods are tailorable, boost site traffic, and -most importantly- can significantly turn visitors into new patients.

Adding conversion optimization to your website helps you grow your practice and provides precise, measurable data that you can use assess goals for the future. How’s that for a sound ROI?

Interested in how Cliquetech Media can grow your business?

CliqueTech Media is a digital marketing agency ready to attack your business’s challenges head on! Having a passion for marketing and a fulfillment in results is the fuel that keeps our team going. If you’re interested growing your business and exceeding your goals, then request a complimentary consultation.

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Orthopedic Medical Marketing Strategies

Orthopedic Medical Marketing Strategies

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There are many steps involved in effective medical marketing and a great deal of it depends heavily on what area of healthcare you are in and what target audience you are targeting. It is important that any medical center, office, facility, hospital, or practice keeps their primary focus on the modern patient that is seeking medical care these days. “Whenever we discuss the “modern patient” most physicians imagine a Millennial with a cell phone welded to their hands taking selfies and texting.  However, this is not the sole representation of the “modern patient”.  What this term refers to is potential patients in their 30’s, 40’s, 50’s and 60’s who have become more reliant and adept at finding information on their mobile device, Google or social media”

That is the key to any modern trend or method- digital is now king and traditional methods are no longer as effective as they once were. Orthopedic specialists have to be willing and able to adapt the marketing strategy of their practices in order to not only be found but to communicate with and satisfy the needs of the modern patient. When it comes to orthopedic medical marketing, there is a lot that you can do to help your practice grow and thrive. Today, we are going to focus on four effective marketing strategies that orthopedic practices must take to heart if they want to survive in this digital age and if they want to stay ahead of their orthopedic practice competition:

Taking Advantage of a Strong Google Adwords Strategy

Why You Need It:  This tool from Google gives a medical practice the ability to focus in on a specific target so you can deliver your message to patients living in your area who need what you have to offer.  Google Adwords is set up in such a way that you will “bid” on relevant search terms and those with the highest bid end up being shown on the first pages of search engine results. Google Adwords has been statistically shown to be one of the highest ROI investment opportunities businesses can use for orthopedic practice marketing and advertising. You can target certain services, such as orthopedic surgery advancements your practice provides or a particular product like a line of shoe inserts you offer.

How It Works: When correctly set up and managed, Google Ads allows medical practices to target the specific areas, keywords, and audience groups they are interested in.  The most important aspect of Google Adwords is the ability it gives smaller practices to lee the playing field so to speak and rank above their competition.  Also, the advertisements will be ranked above the organic search results, which means even if your main competitor’s website ranks higher on keyword searches your ads can still be shown above their page on the search engine results!  It is a powerful tool for good orthopedic marketing and is one of the fastest growing trends in medical marketing today.

 Taking Advantage of Social Media Marketing for Your Area

Why You Need It: Social media has to be a major part of your marketing and advertising plans if you want your orthopedic practice to grow and thrive in this day and age. Being active online and having a strong online presence is key to drawing in new patients and keeping current patients happy and healthy. Having a blog on your website is a good first step but it cannot end there- to really reach out to new patients and expand your audience base, you need to be active on social media platforms like Facebook and Twitter. You have to go where the people are!

How It Works: Social media platforms like Facebook and even Instagram and others allow you post ads and boost posts, much like you were paying for the Google Ads to promote your orthopedic practice. For the orthopedic center, this means making announcements about your services, new patient features or discounts, and sharing success stories from satisfied patients. You want to make sure people who are searching online for orthopedic services in your areas find your practice and that they are seeing and hearing good things about you. Whether they are looking for treatments like orthopedic surgery or the newest updates and advances in the news, you want to make sure they are finding your practice.

Make Use of Targeted Digital Video Methods for Marketing

Why You Need It: Video has long been popular among internet users and there is no change in that, and in reality, video is only growing in popularity and power. In fact, YouTube is beat by only Google in the ranking for most popular methods of searching for information online.  The modern patient today is as much video minded as they are print content minded- they are watching TV, they have services like Hulu and Netflix on their phones, and they are watching videos and content on YouTube.  When it comes to issues involving healthcare, patients are now spending as much time checking for videos online to address symptoms, treat illnesses, or find doctors and medical facilities! Video is leading the way when it comes to medical marketing and if you fail to embrace it and use it effectively, you will be left in the dust.

How It Works: You can make a video on just about any topic you wish and then share it on your website, social media pages, and other platforms where your target audience frequently visits.  This video content can range from continued brand awareness to testimonial videos to announcements about new health alerts or services. Obviously, the quality and messaging you put online is key so it is better to have 10 strong good videos than to flood the internet with a lot of fluff and meaningless videos. You can think of this method of marketing your business as a specialized TV commercial that only those in your area who are searching for orthopedic practice and services will see.

Have an Effective Marketing ROI Measurement Plan in Place

Why You Need It:  Knowing what is and is not working for your practice is key to being successful with marketing strategies. You need to know where you are putting your money and you need to be able to check that your investment is being rewarded with a good ROI. You do not want to keep putting money to Facebook ads if it is not bringing in new patients and that money would be better spent increasing advertisements on the platforms that are working. You cannot know any of this without a good ROI measurement plan that can help you stay on track and monitor your success and failures in marketing reach. Knowing your ROI is strong will help you have a stronger and more successful orthopedic marketing plan.

How It Works: A good method for ROI tracking can take many forms, depending on your practice, the size of your patient base, and the work you do. Working with marketing experts is a good way to review your results and see where your ROI falls and what you may need to tweak and adjust to be more successful. At the end of each month, you should review the results and make any adjustments that are needed and then compare those numbers to the results you get the following month. It is an on-going process that can help your marketing budget stay directed to the methods and outlets that are rendering the best results- like video and social media!

Contact Us For More Information

If you have questions about orthopedic medical marketing and how it can help your orthopedic practice grow and reach more customers, give us a call here at CliqueTech Media today!  When it comes to promoting your practice, medical marketing is key and we can help you stay ahead of the competition and enjoy the greatest return on your investment in healthcare advertising and marketing. Call today and let us help you every step of the way as you work on developing your orthopedic marketing strategy!

Interested in how Cliquetech Media can grow your business?

CliqueTech Media is a digital marketing agency ready to attack your business’s challenges head on! Having a passion for marketing and a fulfillment in results is the fuel that keeps our team going. If you’re interested growing your business and exceeding your goals, then request a complimentary consultation.

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Healthcare Storytelling and How to Do It

Healthcare Storytelling and How to Do It

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One of the best and easiest ways to form a connection with someone is to find common ground and the more effective way to do this is with a story. It is how we communicate and form the basis for many relationships- story telling how the human brain is wired and designed to communicate. We are all born with the natural understanding of the process of a story- beginning, middle and end and that there are struggles and victories and finally a conclusion at the end to wrap it all up. Telling a story is the basis for all communication and when someone talks to us we listen, especially when we are engaged and interested in the story they are telling. Physicians can and need to take advantage of this method of communication in their marketing plans. The goal in any medical marketing plan and advertising campaign is to bring about greater success for their medical practice and draw people in- and the best way to do this is with effective healthcare storytelling. Working your storytelling content into your advertising and marketing campaign is key to making sure your marketing budget is bringing the best possible ROI and that you are reaching as many people as possible!

Medical Marketing With a Story

There are many different types of stories and they do not all start with ‘once upon a time’ but they all can be very effective in communicating to your patients important information about your practice and what you have to offer.  “Because an audience—patients and prospective patients—instantly resonate with a well-told story, the storytelling form has become a mainstay in the many faces of marketing, including published online content. In the written form, for your website or in social media, storytelling communicates effectively. Often, there’s a relevant and emotional connection. Information is captured as relevant, useful and with a sense of purpose” (Healthcare Success). The key is to create a story your audience can relate to and that communicates your message to that audience in a strong and effective way. This could be a story about a new service or treatment you offer or a story about how you and your team can help patients attain health and happiness. Use a story that reflects your message and your goals that you have set for yourself when you developed your marketing budget and made your milestones.

Whatever your message is, telling a captivating story is the best way to deliver that message to the masses. It is important to remember that storytelling is a personal event. It must be personal and relatable. Far too often, medical topics become bogged down with what is often known as ‘doctor-speak’. While you will need to use some medical terminology and numbers to stay truthful and factual in your story, it is important to know how to keep it personal and relatable. This is key to your medical marketing plan being successful. There needs to be a human face to your story. The more relatable your story is and the more personal it feels for your audience the more likely they are to follow through with the actions you want from them- whether that is scheduling an appointment with your medical practice or buying a product from you.

Storytelling Excellence Takes Practice

In a fairly short time frame, most doctors end up mastering the art of doctor-patient communications; they have to in order to survive and keep their patients happy and healthy and satisfied with their treatment. With encounters each day that can reach more than 30-50 patients and visitors, most doctors have plenty of material to draw from and an endless supply of inspiration for their stories. “The process of shaping a useful story—and getting it right—evolves with practice repeated over time. Think of storytelling is an important business tool and personal skill. Clearly, it makes clinical encounters more interesting for doctor and patient, and it can have a significant and positive influence on patient satisfaction, patient referrals, and improve compliance and outcomes” (Healthcare Success).   Drawing from experiences to create stories that address the wants and needs of your market audience and that also communicates a clear and concise message about your practice is the key to good healthcare marketing and storytelling. Here are some techniques that can help make the process easier and that can help ensure your marketing budget and marketing efforts are put to good use with your story:

5 Storytelling Techniques To Hook Your Readers

Start with an image for medical marketing 

Your opening statement in a dialogue is what hooks someone and gets them to listen to you. The same thing needs to happen with your online storytelling. You need to grab their attention and get them hooked so they continue reading and take to heart what you say. A good way to do this is to start with an image an image you paint for them to see in their mind. Depict a person, describe an event, and help them feel like they are experiencing something themselves firsthand. Be real yet concise- no flowery language to distract or big words to try and show off. Just be honest and descriptive and show your reader what you want them to see and help them feel what you want them to feel from your story.

Show the reader the human aspect

Every good memorable story has a human connection. The stories we remember and the ones that impact us the most are the ones we feel connected to or invested in. We can hear about rises in deaths from heroin addiction or pain pill misuse but when we hear about the 17-year-old who is addicted to oxycodone it hits a deeper stronger tone with us. If you want readers to get an interest in your message or if you want them to be convinced to buy your product, then you need to help them find themselves in your story. This is done by emphasizing the human aspect of every story you tell- there is always one in the medical field so embrace it and use it.  This is a big part of the new medical marketing trends and you need to embrace it in order to keep up with your competition!

Use a video to make marketing efforts attractive

The video can be anything really. You can make a personal video, interview patients, talk to people, or use an available video from another source. Use a video that addresses the topic you are going to be talking about. Videos are becoming more and more popular as the rise of social media and the digital age grows stronger and stronger; they are a perfect way to introduce your topic, lend credibility to what you are saying, and keep your reader engaged and interested. You can use longer videos as an outline for your story- take the main points from the video and use them as headers in your story to flush out the details and tell your story to your audience. This is one of the key marketing trends far too few medical practices are embracing and taking advantage of- don’t be one of them!

Be a personal blogger for your medical practice

More and more doctors, clinics, hospitals, and other medical practices are finding that their medical marketing plan can benefit greatly from blogging. Personal blogging is becoming very popular with the trends of online communication and storytelling and they can lend themselves very well to the medical field and are valuable tools for marketing your practice. These types of blogs, told from the personal viewpoint of the individual rather than from the company, appeal to readers because it speaks to emotions and helps readers make that personal human connection that they need. Personal blogs are wonderful for medical marketing because they allow your patients to see past the jargon and the medical terms and the façade of a medical expert and see things from the point of view of a human, someone who is not that much different from themselves.

Ask questions and then give answers to your patients 

No one likes to be lectured to and one of the fastest ways to turn off readers is for them to feel like they are being preached at or lectured. Instead of talking at your reader, engage them, even though they are not there when you are writing your story. Thin about what they would feel and think as the read your story and ask questions. Ask them to think about something then give them the answer. Another way to connect to your reader is to show that you are thinking about them- say something like ‘now I bet you are wondering…” and then address those questions and concerns they are likely to have. It will help to show that you do care about your readers and are not just being preachy.

Contact Us Today at CliqueTech Media

If you want to learn more about marketing your medical practice and how you can harness the power of storytelling, give us a call here at CliqueTech Media. We would love to help you help your patients even more! We will work with you to ensure your marketing efforts do not come up short. Contact us today to learn more about how we can help you with your medical marketing plans and help you create a healthcare storytelling plan that is right for you.

Interested in how Cliquetech Media can grow your business?

CliqueTech Media is a digital marketing agency ready to attack your business’s challenges head on! Having a passion for marketing and a fulfillment in results is the fuel that keeps our team going. If you’re interested growing your business and exceeding your goals, then request a complimentary consultation.

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