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The healthcare industry has shown significant growth online with the help of digital marketing and, in recent times, an unexpected push from the COVID-19 pandemic. Today, it is more important than ever for organizations in the healthcare industry to be visible in Google’s Search results.
In this blog, we will be taking you through the top eight healthcare digital marketing strategies that can help your hospital, clinic, or medical device company to enhance its online presence and ensure your audience can find your website online when it matters the most.
Investing money in building the infrastructure of your hospitals and having a user-friendly website will add value to your business while reducing unnecessary calls and drop-ins. It’s best practice to have important links like book appointment, telehealth sign up, emergency room/clinic wait times, and vaccination clinic hours above the fold.
People often open Google Search when they aren’t feeling the greatest and maybe have some symptoms. 77% of users use search engines prior to booking an appointment, thus, if your hospital or clinic has relevant keywords in the website title, URL, page headings, and the content answers their questions by providing exhaustive, best-in-class information, then there are higher chances that Google will rank your clinic higher in the search results, driving more relevant local traffic to your location.
Email marketing is another effective method of extending the reach of your business beyond confirming someone’s appointment time. Collect patient and public email addresses, ensure the sign up forms allow you to collect enough information to segment email users based on their status (patient or family of patient), location, health condition, and so on. This will allow you to educate, nurture, and stay top of mind even after treatment has been received.
Utilize social media platforms like YouTube and Instagram to establish your organization and its experts by sharing healthcare tips to educate the public on current breakthroughs in your field of specialty. One to three minute videos and short animated photos can really help increase engagement and followers. Also, don’t discount the power of engaging your audience by creating polls to share their opinions and collect original data.
Sharing data from other institutions is great, but the social media players in the healthcare space that really make noise on social media platforms are the ones who create the content.
You know your target audience, but you need a way to earn their trust. Third-party reviews on credible websites will help first-time potential patients cross the boundary and book that appointment. You should know that the public is more savvy than ever when it comes to finding info on clinics, hospitals, and individual physicians or medical professionals before they book a consultation.
For more immediate results or to push a specific service line or treatment, hospitals and clinics can utilize Google Paid Search Ads, making sure your organization appears at the top of the search result pages even if your website is not ranking in Google.
You know before a patient or client comes to you that they’ve researched what the side effects of the treatments are or if it is worth investing in the surgery or treatment. They will read blogs and research symptoms, watch videos and comb through Reddit threads. And this is where strategic, purposeful content production plays a key role in casting a wide enough net to ensure your website traffic and patient sign up continue to grow over time.
Don’t think as a medical institute you need to have a blogging strategy? Think again.
Keep track of user activity with analytics to help your team build personas and understand where users are hitting obstacles on your website. Analyze how they navigate your website, where they are coming from (Facebook, Instagram, Google), and how much time they spend on the key pages and sections. A great website experience is created through endless iteration.
If you’re only using analytics to track leads and actions, you’re missing the bigger picture. Analytic tools help you paint a picture of the user journey. Continually improving on this journey by following the above eight healthcare digital marketing tips will not only help your healthcare business thrive, but have longevity in an ever-changing digital/physical landscape.
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Are you aiming to increase web traffic or grow your social media presence? Figure out why you’re leveraging paid media in the first place and build your strategy from there. Having clearly defined goals in mind will help you focus on your brand’s key priorities.
Designing strategies that cater to all three stages of the buyer journey ensures that you’re maximizing your brand’s reach. Every user at every stage is valuable—and you have to make sure you’re creating paid media content that speaks to each audience type.
Effective paid media is tied to targeting the right keywords. If you’re leveraging paid search ads to appear on SERPs (search engine results pages), then in-depth research is necessary. Bid on the keywords that are most relevant to your business to trigger only the most effective ad appearances.
Gather your team—because it’s time to start coming up with ad copy that wins attention. The key is to resonate with your audience and inspire engagement. Be real. Be relatable. And most importantly, don’t underestimate the power of creativity.
Do the landing pages on your website effectively push visitors further down the sales funnel? If not, you’re letting potential customers slip through your fingers. Optimize each of your landing pages so that they nudge users towards converting.
The options are plenty when it comes to paid advertising, including Google, Meta, TikTok, LinkedIn, Microsoft, and Pinterest among others. Analyze who your target demographic is, research where it’s best to connect with them, and then target the platforms where you wish to build awareness.
If you’re ready to build your paid media ad campaign, you’ll find that it will be further broken down into “ad groups” to ensure more effective pay-per-click advertising. These ad groups house one or more ads that have similar targets or categories. Let’s say your brand’s website features categories such as clothing, shoes, and accessories. Creating ad groups according to keywords that fall under these categories will help the PPC system decide when to show ads for these products.
Retargeting ads are bound to succeed because it’s a second shot at a conversion. Visitors have shown interest in the product/service once before, and sometimes all it takes is a little reminder to push them to the checkout page. So don’t forget to retarget and aim better this time.
In the world of paid media, what works and what doesn’t? You’ll have to run A/B tests to find out! Whether you’re testing which keywords bring more traffic or which social platforms earn more ad engagement, you won’t find out what really works for your brand until you test it.
Revisit your initial goals. Did your efforts bring about the results you expected? Tracking results is an essential step in your brand’s paid advertising campaigns. The data you collect from currently running ads will help lay the foundation for your future campaigns.
After tracking your results, you’ll be able to see where adjustments are necessary. There’s always room for improvement, so keep striving to consistently resonate and build trust with your audience—it’s how to create paid ads that pay off.
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