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Immunology Physician Practice Marketing Tips

Immunology and the physicians who practice in this medical specialty managed the COVID-19 pandemic. Did you know that more than 50 million Americans suffer from allergies each year? Meanwhile, more 25 million each year also suffer from asthma in the US alone.

Background on the Immunology Industry

The data from prominent health institutions such as the U.S. Centers for Disease Control and Prevention (CDC) and American Academy of Asthma, Allergy, and Immunology (AAAAI) likewise found that allergy, among the top six US chronic diseases, estimates an $18 billion annual cost to the healthcare system and businesses.

On the other hand, while significantly lower in number as compared to allergies, asthma’s estimated economic cost centers around $56 billion annually. Asthma is the most chronic illness in childhood, the US CDC found.

The practice of allergy, asthma and immunology has long been observed. To note, the history of the oversight body for such a field, the AAAAI, dates back to the 1920s through the founding of two professional organizations: the Society for the Study of Asthma and Allied Conditions and the American Association for the Study of Allergy.

Officially established in 1943, the AAAAI leads as a membership organization of more than 7,000 allergists / immunologists (in the United States, Canada and 72 other countries). This group’s credibility as a resource is well known among patients and immunology physicians alike for allergies, asthma and immune deficiency disorders.

Physicians in the Allergy, Asthma and Immunology Field

Needless to say, physician practice in the field of allergy, asthma and immunology is significantly challenging. Although allergy, asthma and immunology represent a vibrant, challenging career path for physicians and allied health professionals, the prevalence of asthma, allergic and immunologic diseases among patients of all ages make it especially harder for the physicians in the said field.

This is due to the fact that despite the continuous growth in asthma and other allergic diseases, the number of allergist/immunologists is projected to fall because the number and size of training programs have decreased. To note, the study conducted by the AAAAI found that there is a 35% burnout rate among the physicians in the allergy and immunology field.

Considering this, several steps have been undertaken by various health authorities. One of the important ways to accomplish the goal of preserving and increasing the allergy and immunology physician workforce and providing best possible care for patients with allergic, asthmatic, and immunologic diseases is to identify more resources to fund this expansion.

The Advent of Technology and Opportunities

In recent years, physicians have expanded their presence to the online world in line with the advent of Internet of Things (IoT). More and more practitioners are optimizing their expertise by offering services so accessibly that in just a few taps, patients can seek consultation, check-ups, and other medical assistance.

To maximize the advent of technology and IoT, physicians are also adapting to the ever-changing landscape of the digital marketplace.

Current Trends on Physician Marketing

In line with this, here are the need-to-know details and current trends on physician marketing.

1. Boost your online presence by getting the average Internet user to spend time on your practice’s website. This includes being responsive, interactive, and thorough. Keep in mind that there are also lots of distractive contents online, so the website’s appearance and content must be interesting enough to get the users hooked. The first five to 10 seconds are crucial for this. Take note: First impressions last.

2. Utilize the search engine optimization (SEO) tools. Many people are familiar with meta tags and other tools designed to get your URL at the head of the Google list. One of the important marketing tips for doctors venturing into the online world is to publish relevant and authoritative content through the use of specific keywords or phrases that the target audience might use. Bear in mind that quality content created specifically for the intended user increases site traffic, which improves a site’s authority and relevance.

3. Regularly update website content. Regularly updated content indicates site relevancy, so keep it fresh.  Writing additional content and patient friendly blog posts boosts search engine rankings. Furthermore, maintain a content-rich web page, authoritative and unbiased. This helps visitors learn more about their interests. This most likely attracts links from other websites, thereby improving search engine optimization.

4. Pay-per-click (PPC) strategy. Another effective marketing and advertising strategy is pay-per click strategy. The PPC model of digital marketing for advertisers involves paying a fee each time one of their ads is clicked. Essentially, it’s a way of buying visits to the site, rather than attempting to “earn” those visits organically. With this algorithm, the key relates more to intent instead of targeting the most relevant keywords related to health care and similar practices. If a target patient base includes familiarity with high-level medical terms, then it’s perfectly fine to incorporate them into the keyword strategy.

Keyword Research Strategy

Effective keyword research also benefits PPC. Note that an effective PPC keyword list should be

1) Relevance – find targeted keywords that will lead to a higher PPC click-through rate, effective cost per click, and increased profits;

2) Exhaustive – include the most popular and frequently searched terms in keyword research and also the long tail keyword search

3) Expansive –constantly refine and expand the campaigns and create an environment in which the keyword list constantly grows and adapts.


As its primary offering, Karma Health supports teams in the healthcare sector servicing physicians, corporate health, and medical devices companies.

Knowing the challenges in physician practice marketing, Karma Health partners to help you grow with our medical marketplace. We offer a breadth of integrated marketing services including website development, call tracking, live chat solutions, paid media, branded content with keywords, and reputation management. To put it simply, Karma Health markets services to invite new patients to engage. Contact Karma Health to set up a conversation about your growth goals.