Digital marketing is as important, if not more important, than traditional marketing for healthcare businesses as for businesses in any other industry today. And it is prudent to work with a digital marketing agency if you want to grow your business more quickly while focusing on what you do best: providing healthcare.
Businesses can help keep the phones ringing, products moving, and appointment books full regardless of the healthcare industry. In this article, we outline the digital marketing journey of a medical business and provide an overview of the services a digital marketing agency for healthcare should offer.
Why Healthcare Organizations Require Digital Marketing
Seven percent of all daily Google searches are related to the healthcare industry.
Approximately 75,000 healthcare-related searches are conducted every minute.
77% of patients conduct a Google search before scheduling an appointment with a healthcare provider.
Sixty-seven percent of physicians who utilize social media do so for professional purposes.
In 2021, healthcare digital advertising spending was projected to surpass television advertising spending for the first time in history.
Consumers today are digitally savvy. They rely on the internet and other digital media for their needs, including entertainment, information, socialization, education, shopping, and healthcare.
A healthcare organization must have a solid, if not impressive, digital media presence to remain relevant and survive in this digital age. It is not about selling but being available to those requiring your services. Nevertheless, you can sell more services and expand your business.
To learn more information please visit www.healthcaremarketingagency.net
The Function of a Digital Marketing Agency in Healthcare
As 2020 approaches, marketers have access to various digital marketing tools. This access enables patients to reach your clinic with the tap of a finger, provided that your digital marketing is properly configured. Therefore, if you know how to use the proper tools, You can now reach your customers more quickly, precisely, and in more ways than ever before.
If you are not maximizing digital marketing, your business may not be as successful as it could be. Therefore, you should consult and collaborate with a healthcare digital marketing agency to strengthen your digital muscles. Imagine a digital marketing agency as a hospital where a team of professionals with various specializations offers their skills and services. These include web design and development, SEO, PPC advertising, social media, and email marketing.
Introduction to Healthcare Digital Marketing
Healthcare businesses and practices cannot afford to appear too commercial in their advertising. In addition, legal restrictions and ethical considerations must be taken into account. Therefore, before developing and implementing a digital marketing strategy, the medical marketing team at a healthcare marketing agency collaborates with you to understand your business and its environment. Here is the recommended road map for healthcare organizations.
Increase Your Knowledge of Your Patients and Market
You know them as patients, but you wish to learn more about them as individuals. First, determine what motivates your patients and clients. What are their preferred channels of digital media? What other options do they have besides your goods and services? What are the demographics, psychographics, and interests of this audience? Before investing in digital marketing, the following questions must be answered. Here are a few tips for conducting customer research in the healthcare industry:
Using online data collection tools such as a healthcare marketing agency or Google Forms, Create, distribute, and collect questionnaires and surveys via email and social networks. Conduct customer focus groups to understand their preferences and choices when seeking treatment at a facility like yours.
Utilize customer feedback (CF) insight tools.
Remember that research is an ongoing process, as the needs and desires of customers may change as new trends, treatments, and products emerge.
Construct a Native Website
Your Website serves as the hub of your digital marketing initiatives. Medical websites typically contain an abnormal amount of content. However, the content must be medically and ethically acceptable. In addition, the heavily regulated nature of the healthcare industry compels marketing agencies to exercise caution with their content. Despite these restrictions, there are numerous excellent healthcare websites from which you can draw inspiration. Here are some helpful suggestions and examples.
Create a simple website with intuitive navigation.
Highlight the search function and action buttons.
Use easy-to-read fonts and make it simple for visitors to locate the information they seek.
Use ample white space between elements, or your Website will appear cluttered.
Use soft colors and humorous graphics to make a serious subject more entertaining.
The Website for Rest Assured App is minimalistic and humorous.
Utilize interactive functions such as appointment scheduling, symptom verification, and information retrieval.
Include testimonials, reviews, and examples of patient success
Build Customer Engagement Through Social Media
Social media provides healthcare providers with interactive platforms and tools for sharing and discussing information, analyzing healthcare policies and procedures, promoting healthy behaviors, and interacting with patients and caregivers. Of course, healthcare providers must protect patients’ privacy and confidentiality while using these platforms. Here are some best practices that a digital marketing agency or provider in the healthcare industry should adhere to.
Include your company’s introduction, services, and contact information in your profile. And logo and fill out all applicable fields.
Share information and news regarding safety and preventive healthcare
Display your brand in all of your social media marketing for healthcare.
Highlight the achievements and contributions of your organization and healthcare professionals.
Quest Diagnostics highlights its achievements via social media.
Share customer testimonials while maintaining patient confidentiality. Before sharing your patient’s stories, obtain their permission.
For healthcare marketing, utilize the most effective social media networks, such as Facebook, Twitter, LinkedIn, and YouTube.
Your Website should be optimized for Google searches.
Your Website is aesthetically pleasing, but it is not receiving any traffic. This indicates that it has not been optimized for search engines. SEO is the science and art of increasing the visibility of a website in search engines and the quality of visitors to your Website as a result of their searches on Google and other search engines for a particular search term. Here are the steps a professional digital marketing agency for the healthcare industry would take.
Utilize Google Keyword Planner and other tools such as AHREFS or Word stream to conduct keyword research.
AHREFS provides the keyword difficulty score, so you don’t waste time pursuing keywords that are extremely difficult to rank for.
Download a list of relevant keywords with high search volumes and low keyword difficulty.
Include relevant keywords in page titles, headlines, content, meta descriptions, and image ALT tags for on-page SEO.
For off-page SEO, publish and link to guest posts on high-authority domains.
Include your Website in every applicable local and national online directory. There are hundreds of healthcare-related guides available; choose those most pertinent to your practice or business.
Ensure that your company’s name, address, and telephone number are identical in all online directories.
Gather authentic customer testimonials and citations by providing superior services and contacting patients to write testimonials. In addition, you can ask customers to review your practice on Google, Facebook, your Website, or any third-party review site.
Increase the proportion of your Website’s visitors who become customers
All the traffic in the world is ineffective if most of your visitors do not take the desired action. Enter optimization of the conversion rate. The crucial aspect of digital marketing addresses the financial outcomes of all marketing efforts.
We begin by analyzing the Website’s overall content structure and aligning the navigation with the visitor’s workflow.
Then, we create highly relevant and valuable pages for each of your keywords, ensuring that the information on each page corresponds with the searcher’s intent.
Next, align content with the customer’s journey and make it easy for visitors and patients to locate the necessary information.
The Website for Visiting Angels is well-aligned with keywords and customer intent.
We are increasing the site’s speed and decreasing page load times by optimizing images, reducing the number of HTTP requests, and cleaning up the code. In addition, we optimize call-to-action buttons, page layouts, headlines, and content.
We include patient and customer testimonials, reviews, and additional trust indicators such as association memberships, awards, and accomplishments.
Lastly, we conduct A/B split testing and continue to optimize based on the data collected through Google Analytics tracking and paid heat-mapping software.
Utilize mobile marketing for healthcare
Mobile applications provide healthcare providers and patients with numerous advantages. They improve communication between patients and healthcare professionals as well as between healthcare professionals, thereby enhancing the quality of care and reducing costs. A professional healthcare social media marketing agency can position your company at the forefront of mobile marketing while maintaining patient confidentiality.
Integrate mobile applications into your practice or business to store and access patient histories, collect patient feedback, monitor performance, recommend or alter medication, schedule appointments, and provide an exceptional patient experience.
Optimize your Website for mobile searches by making it responsive and ensuring that it displays correctly on multiple mobile screen sizes.
Engage your patients on mobile by sending them to push notifications and reminders regarding their upcoming appointments, medications, and general health.
Your site should be optimized for voice searches.
Ensure that your location appears on Google Maps when people search for it.
If your clinic does not appear on Google Maps, it may as well not exist.
Implement AMP (Accelerated Mobile Pages) to increase the loading speed of your Website’s mobile pages.
List your practice with the top patient-facing applications available in your area and specialty. Some of the best mobile medical applications.
Utilize Email Marketing to Strengthen Relationships
A digital marketing agency will also manage email marketing on your company’s behalf. Email is a highly efficient marketing channel with a return on investment of up to 4,400 percent. In addition, it can help you remain top-of-mind with your customers by sending them health-related information, promotional offers, and other vital messages. Here is how a digital marketing agency for the healthcare industry will set up your email marketing.
Implement lead capture pages on your Website and social media pages to collect opt-in subscribers’ email addresses.
Install the appropriate email management or other software
To nurture leads, plan and execute follow-up sequences, email blasts, and drip campaigns.
Create an enticing email copy and use A/B testing to select the best messages.
Integrate your email marketing, Website, social media, and mobile marketing.
Utilize PPC Advertising Regarding Google and Facebook
Facebook and Google are the most popular digital media channels. Millions of businesses compete for visibility on these platforms, so it is nearly essential to employ paid advertising if you wish to be noticed. Your digital marketing agency can assist you in maximizing investment return by increasing your advertisements’ click-through and conversion rates.
To Google AdWords
Refine your keyword strategy by aligning keywords and landing pages with user intent
Set up or clean up your Google Ads account by removing ineffective keywords and creating ad groups that are focused and cohesive.
Utilize Google Ads Extensions to include vital business information, such as phone numbers and services, in your advertisements.
Utilize a combination of display and search ads to achieve both long-term brand exposure and immediate sales.
Build and optimize landing pages for each advertisement.
Implement Google Analytics and tracking for conversions.
Ads on Facebook
Choose the optimal advertising campaign for your product or service. The type of campaign would depend on your objectives, such as generating brand awareness, video views, or sales.
Create ad sets for various consumer segments, such as separate ad sets for patients and caregivers.
Define the audience’s age, location, language, demographics, interests, and behaviors.
Create compelling ad variants and conduct A/B testing to determine the most effective versions.
How Can a Digital Healthcare Marketing Agency Help Your Business Succeed?
Working with digital marketing, such as a healthcare marketing agency, allows you to benefit from the expertise of seasoned experts in each field of digital marketing. You can establish a strong presence on the best digital media channels, generate free traffic from organic searches, and execute advertising campaigns with a high return on investment. You can immediately begin selling your services and build a solid foundation for your digital healthcare brand. Without digital marketing, there will be no appointments, no patients, and no business.