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.
1. Place Your Most Critical Information First (On Every Page)
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.
2. The Healthcare Battle is Won In the Search Results, So Be Sure to Invest in SEO
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.
3. Engage via Email, Beyond the Appointment Confirmation
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.
4. Create Original Content on Social Media
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.
5. Build Trust Through Third-Party Reviews and a Reputation Management Policy
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.
6. Drive Demand and Supplement Search Placement with Pay-Per-Click (PPC)
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.
7. Prioritize Content Production With a Quarterly Calendar
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.
8. Utilize Website Analytics and Tracking for Better Patient Retention
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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