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Of all of the marketing options available to healthcare professionals, marketing their practice online is the preferred method since statistics show most people research symptoms and other health information online prior to searching for a doctor or physician to contact.
Online marketing is also the most cost-effective and quantifiable form of promoting a practice or hospital system to a large audience. Healthcare digital marketing, in nearly all its forms, applies to all healthcare disciplines whether you’re operating a private homeopathic practice or a large hospital system.
HOW TO MARKET HEALTHCARE PRACTICE USING DIGITAL MARKETING
Your website is the hub of all your marketing efforts, making it a crucial aspect of your success. If you want to acquire new patients from the internet, the most important asset you’ll need is a responsive website that is search engine friendly, conversion-focused, content-rich, and easy to navigate on smartphones and other mobile devices.
LOCAL SEO (Google Business Profile)
Physicians and private practices with physical locations know the importance of being found online locally by a proactive audience searching for their services. And since nearly all healthcare providers have physical offices, and an interest in acquiring local patients, it’s of utmost importance to have Google Business Profile (GBP) optimization as a part of your healthcare marketing strategy.
Content marketing should be included in every digital marketing campaign. Content marketing comes in many forms, but the main focus is to cement your brand as an authority in your areas of specialty and provide your visitors with high-quality information about your services.
SEARCH ENGINE OPTIMIZATION (SEO)
Healthcare organizations around the globe understand the value of a sustained SEO strategy since greater than 70% of search engine traffic originates from organic listings.
PAY PER CLICK (PPC) MARKETING
PPC advertising is a preferred marketing channel for both established and emerging healthcare providers. PPC provides its advertisers with better control of monthly budget allocation and the ability to change keyword targets, matching options, geographic targets, and so much more on the fly.
SOCIAL MEDIA MARKETING & ADVERTISING
Social media platforms such as Facebook and Instagram represent millions of active user accounts in the US alone. These social profiles provide an immense audience for hospital systems and private practices alike to amplify brand awareness and establish a strong and sustainable social media presence.
Email marketing continues to be a highly effective digital communication channel used by healthcare practices to stay in contact with current patients or generate new interest with targeted outreach campaigns.
OPTIMIZED PRESS RELEASES
Optimized press releases are a great way for hospital systems and private practices to make announcements about things such as opening up new locations, designing a brand new site, new capabilities, merger announcements, etc.
TRACKING PERFORMANCE OF OUR HEALTHCARE MARKETING CAMPAIGNS
Healthcare facilities are oftentimes heavily reliant on inbound phone calls for acquiring new patients. Because of this, Lead to Conversion™ provides call tracking to our clients so we can track all inbound phone inquiries back to their originating source.
Google Analytics Setup &
Our clients are obsessed with results and the ability to track how their marketing budget is being used and whether it’s producing an ROI… and so are we. Whether we’re running a PPC-only campaign, conducting best practices healthcare SEO, or a holistic strategy encompassing all of our digital marketing services, Lead to Conversion™ will set up Google Analytics and create unique goal triggers for each channel and desired action/goal within it. Since we track each channel individually, we’re able to quantify ROI for everything we do and our clients see it firsthand in their own analytics accounts.
Google Search Console (GSC)
Google Search Console provides a wealth of data about a website not easily discoverable by manual review or by other 3rd party tools. GSC data includes all types of pertinent information regarding SEO performance including impressions, clicks, keyword phrases placement averages, error and penalty information, and more. For clients who don’t already have Google Search Console in place, we will set up GSC for the site and use the data it provides throughout our engagement for insights on issues needing fixed and how we can enhance organic SEO performance.
Google Tag Manager (GTM)
Google Tag Manager is a great way for larger, more complex sites to have a singular source for placing tracking code and general coding into containers which helps prevent the site from getting bogged down on load time which can negatively affect user experience and SEO. At Lead to Conversion™, we evaluate client sites and depending on their 3rd party tool’s code bloat, will set up GTM containers to free up the site to perform better in both desktop and mobile.