Kelly Burgess, Founder and CEO
It is a common practice for a physician to refer a patient to some other experts based on the severity of a case. These referrals highlight the strong inter-personal network within the healthcare community and showcase the physician’s best interests to provide value-based care. From a business standpoint as well, so far, these word-of-mouth practices have proven to serve its purpose, bringing a source of income for many healthcare professionals. Nonetheless, nurturing such relations requires continual efforts from both the practitioners and medical institutions. Therefore, it was only a matter of time until healthcare practitioners turned to digital means of reaching out to potential patients.
However, spending on outreach marketing (SEO, social, paid, and organic SEM) is not necessarily directly proportional to a good return on investment. The reason? The sites often fail to build the requisite brand authority and preemptively answer the questions that patients may have about the healthcare services, thereby affecting the digital patient journey (the movement of a patient from the research stage to the conversion of the sales funnel.)
This is where the expertise of Burg & Co. Marketing comes in to help healthcare professionals improve their digital patient journey. Working predominantly as a digital marketing expert in the medical domain, Burg & Co. Marketing harnesses the power of digital storytelling to drive leads and build value for their client’s brand. “We help medical service providers take their prospective clients on a ‘digital patient journey’ through SEO, social media, and content marketing, along with pay-per-click (PPC) marketing strategies,” comments Kelly Burgess, the founder and CEO of the company.
The handcrafted digital journey initiated by Burg & Co. Marketing takes four steps, from initiation to completion.
With her longstanding experience in this industry, Kelly explains that the process of discovery should start at the granular level of not just marketing the medical services being provided but also their value-based outcomes. At first, the company creates conversion funnels on the website by writing content that proactively answers a potential patient’s next question so that the patient will naturally move to the conversion funnel and schedule an appointment. These contents are further optimized through social media and organic SEO to match a patient’s specific needs and guide them through the funnel using emotionally-driven call-to-action language. “We are enabling clients to offer a wholesome experience to their patients; it is not only about advertising their physical therapy services but also the healthy lifestyle that the customers stand to gain from the treatment,” reiterates Kelly.
In the next step, Burg & Co. Marketing helps healthcare professionals connect with patients on a personal level through social media by offering helpful tips and striking conversations about available solutions. Finally, the healthcare companies can build brand awareness and reach by publishing expert opinion articles in geo-targeted digital publications, as well as build domain authority for organic rank, which drives more traffic to the site and ultimately through the conversion funnel.
Citing the continuing success achieved by Burg & Co. Marketing, Kelly sheds light on one of the customer stories where they partnered with a leading physical therapy provider. The client lacked a digital presence and wanted to establish web platforms with a consistent operational workflow. With Burg & Co. Marketing, the company was able to rank 15 of their practices on the first page of google search results in 6-12 months.
Similarly, Burg & Co. Marketing has been successfully providing aids to patients looking for home care services and therapies amid the COVID-19 pandemic. The company has also been hosting a few community brainstorming sessions to understand the most prevalent health-related grievances of people during the pandemic and upload several helpful videos on LinkedIn to help people cope with the dramatic shift.
The company is always committed to working relentlessly and ensure a secure future with systematic planning for the healthcare community. Kelly says, “The mantra is to answer the question: what do I do today to make this last for 80 years?” On that note, Burg & Co. Marketing is strategically strengthening its capabilities to position itself as a leading brand marketing partner for the medical fraternity.