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6 Healthcare Digital Marketing Strategies To Guarantee Success

Healthcare digital marketing can be complicated, which is why the industry often lags behind when it comes to marketing endeavors. The healthcare industry is subject to stricter FDA regulations that change often, putting limitations on what they can and can’t say about their products and services. Healthcare digital marketing strategies and the flexibility they entail is one solution to this problem. 

Digital platforms allow you to adapt fast to sudden changes. This means a convenient way to tweak messaging in the face of current events and trends, but for healthcare companies there’s an added benefit. You can adjust messaging quickly in light of new regulations. 

Not only that, more and more patients are going online to find doctors, especially with the rise of telehealth and other remote forms of medical care. In fact, a 2020 study indicated a whopping 90% of patients use online reviews to make decisions when selecting a healthcare provider. If you work in healthcare, you need a strong online presence to drive traffic to your website and foster a strong relationship with patients. 

Healthcare marketing trends provide a lot of insight on how to embrace digital marketing going into 2021. Below, we’ll offer some of the most effective healthcare digital marketing strategies you can use to gain new patients, build trust, and establish your brand as a source of authority.  

Build A Responsive Website 

A clunky, unengaging website is a surefire way to get potential patients to click away and look elsewhere. As with any marketing strategy, healthcare digital marketing requires imagining what a potential customer is thinking while they interact with your content. Even for healthy patients, booking doctor’s appointments can be an anxiety-inducing experience. Therefore, building a website that reduces stress rather than increases it is vital. 

A responsive website adapts to things like screen size, adjusting as necessary to ensure content is easy to read and navigate. A clean page should have a clearly visible menu which gives customers a breakdown of their options, from booking appointments to scheduling blood tests and more. 

With more and more patients booking appointments from their phone, mobile responsiveness is also important. Make sure your website is readable on mobile devices so patients can find the information they need easily on a phone or tablet. 

Make Your SEO Strategy Specific And Hyperlocal

Having a solid SEO strategy is obviously one of the best ways to reach new patients and drive traffic to your site. Showing up toward the top of search results will naturally help with your site’s visibility. When it comes to the healthcare industry specifically, developing a hyperlocal strategy using keywords relevant to a very specific audience can help you land patients over a competitor. 

What does this mean, exactly? First is the most obvious – you should be using your location as a keyword. This does not just mean ads with terms like “Los Angeles heart surgeon.” Go deeper. For example, try out “Westwood heart surgeon” or “East Los Angeles heart surgeons.”

It’s not just about location either. Find the keywords most relevant in your area. Tools like Ahrefs can help with this. There are a litany of synonyms for varying types of doctors and healthcare professionals, and which words your target audience Googles matter. 

Are patients in West Hollywood more likely to search for eye doctors or optometrists? In Brentwood, do people look for heart surgeons or cardiologists? 

The more specific your SEO strategy, the better. If you’re one of several providers in an area, you can stand out among competitors by connecting to patients via the terms they’re most likely to search. If the practice three blocks from you focuses on keywords like “pediatricians” in an area where the general population is more likely to Google “children’s doctors,” using the latter term can help you stand apart. 

Develop A Content Marketing Strategy 

Content marketing and SEO go hand-in-hand. When it comes to healthcare digital marketing, quality content is particularly important. Again, healthcare can be stressful, and patients want to feel like they’re entrusting industry experts with their health. In addition to ensuring your business ranks high, you also need to work on providing genuinely helpful, relevant content to patients. 

A good content marketing strategy builds trust. If you are consistently putting out valuable information, patients will come to associate your practice with knowledge and authority. It can also increase leads and conversions. If someone Googling their symptoms stumbles upon one of your blog posts, a call to action toward the bottom of the page could turn them into a patient. 

A blog is more or less a must for a healthcare content marketing strategy, but you can go beyond that and get creative. Think about nurturing potential patients from start to finish. A live action chatbot that answers questions 24/7 can be an invaluable tool for a nervous patient. Skimmable, visually engaging material like infographics can distill relevant information for an online audience. 

Whatever content you end up creating, make sure to focus on quality. Information should be accurate, relevant, and easily accessible to a wide range of readers. 

Embrace Video Marketing

Both a subset of content marketing and its own unique platform, video marketing is one of the fastest growing ways to reach audiences. Internet users are likely to be enticed by quick, well-done video content that provides relevant information. 

YouTube and similar platforms like TikTok are no longer primarily for entertainment purposes. Many people use such sites as a search engine to learn about a wide range of topics, including those related to the healthcare business. Many healthcare providers have started putting out video series on topics related to their specialty, allowing patients to glean important information while developing trust in your brand. 

Video ads – which can be posted on social media platforms or aired before YouTube videos – are also helpful in connecting with an online audience. Brief ads with engaging visuals and information on your practice can help you land more patients. 

Keep in mind, video content has to be high-quality. Blurry videos and poor audio comes off as unprofessional, which could unconsciously cause customers to lose trust in your practice. If you’re not tech-savvy yourself, working with a marketing agency to produce video content can be invaluable. 

Get On Social Media

People from all walks of life have social media platforms. While social media was once key to reaching a younger demographic, now patients of all ages are on platforms like Facebook, Twitter, and Instagram. Social media pages and ads can help connect you with patients in a very personal way. 

You can share all kinds of information with patients via social media. From links to your blog posts and videos to updates on your staff’s careers and accomplishments, having a strong social media presence helps foster trust between you and your patients. If you attach features like a “Book Now” button, this could potentially lead to new business. 

You should also work on being responsive on social media. Not every patient has time to make a phone call or even send an email, so having a staff member offer quick replies to posts or private messages can help patients access your services easily. 

Provide Multi-channel Touchpoints 

More and more customers are omnichannel these days, so your digital marketing strategy needs to account for this. Connect with customers multiple ways, and give them more than one option for appointment bookings and reminders. 

You should have traditional touchpoints, like email and a landline number, but make sure customers have more ways to reach out. The aforementioned social media strategy can help. Responding to a Facebook or Twitter message can lead to a patient booking an appointment. You can also look into options like chatbots and text messaging to help patients reach you. 

Reminders are also important for patients, so offer more than one option. Some patients may prefer a phone call the day before, while others may prefer receiving reminders via phone or email. 

The Bottom Line

Healthcare digital marketing strategies are more important than ever as more and more people are using online platforms to connect with medical professionals. When it comes to the healthcare industry, a marketing strategy should place a lot of focus on empathy and user experience. Remember, people often experience high levels of stress and anxiety when booking tests and appointments. The more user-friendly and accessible your company can be, the better. 

Creating an easy-to-navigate website combined with multiple touchpoints lets users get to relevant information quickly. Platforms like blogs and social media build trust, allowing patients to feel more comfortable in potentially vulnerable situations. 

Need some help? At LookinLA, we build data-driven marketing strategies for clients to help them become industry leaders. We have experience working with a diverse range of clients, including those in the medical industry. You can read success stories here and reach out to book a call here to talk. We look forward to hearing from you.

Conversation Rate

How To Improve Your Conversion Rate With SEO

For years, business owners have struggled with one major question regarding their website:

Should they tailor their site design to satisfy the humans who visit it, or should they tailor it to satisfy the search engines that lead visitors there in the first place?

It’s not an easy choice to make. You need the search engines to love you in order for people to find your site. But you need humans to have an excellent experience on your website if you want those visits to turn into conversions.

Fortunately, there’s no longer much need to choose between SEO (search engine optimization) and CRO ( conversion rate optimization). In fact, the more sophisticated search engines become, the more SEO and CRO go hand-in-hand.

After all, search engines have one objective: to identify the web pages that will be most useful to the human beings searching for them. With advancements in technology, the bots are increasingly sensitive to the nuances of the user experience. They’re no longer just trolling for keywords (though keywords are still important!). Now search engines collect hundreds of clues to determine how informative, intuitive, and engaging your site is.

This means search engine optimization is also a stellar guideline for improving your conversion rate.

If you’re still just keyword-stuffing in an attempt to get more eyeballs, you’re a couple steps behind. The good news is that there are countless moves you can make that will boost your search engine rankings and inspire more conversion rate at the same time.

Here are some game-changers to start with.

Add Video Content

If you’ve been following our blog regularly, you know we love video. It’s such an incredible tool for raising brand awareness, inspiring a more personal brand-customer connection, educating users about your product or service, and ultimately boosting conversion rate.

Another great benefit of video is that search engines love it. They love it because they know people love it. Plus, video increases the duration of visits to your site. Generally speaking, you’re doing fairly well if people spend 30 seconds to 2 minutes on your site. If you can get above 2 minutes, you’re really rocking it, and the search engines notice.

And what’s one reliable way to get visitors to stick around that long? Providing something that will keep them engaged so they don’t go anywhere. It could be a longer video that’s deeply compelling, or it could be multiple short videos on the same page. It could even be a combination of video, infographics, and really killer content.

So video engages your visitors and gives you more credibility with search engines. But what about conversion rate? Well, here’s a fun fact:

77% of buyers say they’ve decided to purchase a product or service after watching an explainer video.

Video is an essential part of the strategy. And don’t feel intimidated if you’ve never tried video before. There are now tons of beginner-friendly video content tools like Animoto and Biteable to get you started.

Create Content with Real Value

On that note, it helps to make sure all your content has value to a human audience. Use a combination of written content, images, infographics, and video. Provide information that’s useful or ideas that are entertaining. Not only does this help increase your average duration of visits, but it’s also important to write for humans because the search engines scan for things like relevance and readability. Search engines love blog posts that are around 1,000 words or more. They prefer short, simple, easy to read sentences.

Frequent paragraph breaks are great, too.

Another idea worth considering is whether there is a way to create dynamic content for your website. Dynamic content is content that adapts depending on the locations, needs, and behaviors of the individual visitor. An example of dynamic content would be an ecommerce store featuring a banner advertising free shipping to the visitor’s specific state. Dynamic content also includes purchase suggestions we see so often on sites like Amazon.

Dynamic content is AI at its best. It helps search engines connect your site with people looking for the very specific goods and services you provide. And once those people find you thanks to stellar search engine rankings, they’ll see the specific answer to their specific pain point laid out in black and white. Boom. Conversion.

Focus on Long-Tail Keywords

While we’re on the topic of providing very specific solutions, let’s dig into long-tail keywords.

Long-tail keywords are those specific phrases Internet users search for. Rarely does a human being type “used cars” into the search box. They’re much more likely to search for “used cars in San Jose,” “pre-owned BMW in San Jose,” “how do you know you’re getting a good deal on a used car” . . . you get the idea.

People search for specific solutions, not a general theme. Which means the more you can tailor your content and keyword strategies to resolve a specific search request, the better your chances at getting on the first page of the search results. And, in turn, the likelier you are to get visitors who are actually looking for the very services you provide.

There are many keyword tools that can help you figure out what your prospective customers are looking for and which words they’re using to search. We recommend Google Keyword Planner and KW Finder.

Increase Site Speed

Nobody likes a draggy site. Human beings don’t have patience for it, and neither do the bots.

Optimizing your loading time is one of the simplest things you can do to boost your SEO and your CRO in one step. It’s one thing business owners all-too-frequently underestimate. But we’re willing to bet you’ve abandoned a website before because you just weren’t willing to wait for a sluggish page to load. You can assume your target audience would do the same.

If you’re not sure how well your site performs, speed-wise, run it through Google PageSpeed Insights. This should give you some idea of whether it’s time to look into kicking your speed up a notch.

Optimize for Mobile

How does your website perform on mobile devices? If it looks sloppy or is confusing to navigate, you’re losing yet another opportunity to tell the search engines your site has value.

You’re also losing customers. A lot of them. In fact, nearly 40% of all online purchases made during the 2018 holiday season were made on a mobile device.

If you’re not sure if your page is mobile friendly, run it through Google’s Mobile-Friendly Test. When you run this test, you get one of three results. Your site may deemed mobile friendly, end of story. You may learn that it’s mobile friendly, but there are some issues with loading a specific page or two. Or you’ll learn that you have some major issues to address. Fortunately, Google tells you exactly what they are so you can resolve them without too much guesswork.

This is by no means a comprehensive list. Modern search engines look at literally hundreds of details when weighing the value of your website. But the bottom line is that SEO is absolutely essential for your business . . . not just because it helps buyers find you, but because it shows you how to give buyers the best experience possible.

You should care what the search engines want, because the search engines want what humans want.

That said, we know improving your website’s SEO can be a sizeable and confusing undertaking. If there’s anything we can do to help, we’re always here and happy to talk to you. Drop us a line.

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