12 Converting Health Care Marketing Tips For Your Practice
Patients’ needs are constantly evolving and changing: especially in today’s digitally powered space. Patients are highly engaged and aware when it comes to the challenges they face and the potential solutions to overcome those challenges. They resort to extensive research to understand and assess all their options before reaching a decision on the medical services they need. In fact, according to a study by Pew Research, nearly 47% of patients search for information about potential healthcare providers and services before making a decision. Furthermore, 1 in 3 patients looks online for information to figure out their medical conditions even before they reach out to a medical professional.
This means medical service providers need to understand their patients’ rising demands and meet them efficiently by providing them with information that is highly valuable. At the same time, they also need to stand out from their competition, which thanks to the evolution of the digital marketplace, is fierce.
Here are 12 health care marketing tips that can help a medical practice boost its patient numbers and ranking online.
Start with User Experience
Even if the content and information contained in a website is extensive, it will mean nothing in terms of online visibility and ranking if the website is failing to draw and retain visitors due to the poor user experience. A good user experience is one where your patients are able to easily use and interact with your website to reach their end goal.
1. Take your user’s requirements into account
Ask your patients what kind of content and features they would like to see or have on your website, and take those suggestions into consideration when mapping out your strategy.
2. Optimize your website for mobile use
This should go without saying, given that mobile searches started outpacing desktop searches way back in 2016. Therefore, making your website accessible and more importantly, functional on mobile devices should be a priority. This includes providing the options for patients to perform key functions like managing their medical information and records, booking new appointments and even refilling their prescriptions through their mobile devices.
Focus on Your Content Marketing Strategy
Content marketing still remains the top digital marketing strategy for marketers today, even if the way in which customers search for content continues to evolve. Furthermore, when it comes to medical and health care marketing, content is the second-most searched form of local business by customers.
Therefore, as medical practices and service providers, you need to focus on strategies that can make your website or content appear organically in search engine results for search terms that are relevant to their practice and niche. You can do this by:
3. Define your target audience
This will allow you to narrow down type of content that will draw traffic to your website.
4. Research keywords
Use both primary and secondary and implement them in right content. The research will help you understand a patients’ searching habits.
5. Formulate a content strategy
Pick a strategy that focuses on disseminating information across multiple channels including service landing pages, blogs, social media channels, and videos.
6. Establish a consistent posting strategy
Set up an editorial calendar and ensure that your website and other channels are always up to date with the latest information and content. The more relevant and recent your information is, the higher is its relevance to search engines.
Optimize Your Content for both Text and Voice Search
Another key health care marketing strategy is SEO which involves optimizing your website for search engine visibility and increased awareness. We have previously talked about medical practice SEO strategies.
However, today’s search landscape has been largely altered by the surge of voice-driven search. Marketing reports pertinent to voice search statistics for 2018 reveal a growing user base, with an estimated 20% of all search volume deriving from voice search alone. The introductions of digital assistants like Alexa, Siri and Google Assistant, medical practices and health care providers have had to adapt their standard SEO practices to voice-based searches.
7. Pay attention to natural language and syntax in your content
Voice-based queries differ from typed queries in that voice searches are more conversational and natural in tone and typically longer than text queries.
8. Optimize your website for Local SEO
Voice-based queries are all about context and location. For example, when a user asks “Who’s the best cardiologist near me?”, Google automatically builds the context around that query by filling in the user’s current location to display the most relevant results. Therefore, ensure that your websites, social channels and business listings like Yelp and Google My Business have the right information including your practice name, contact information and physical address.
Establish A Strong Social Media Presence
Given the influence of social media on customer behaviors and trends, establishing a strong and engaging presence on key social platforms is important. Medical practitioners and care providers need to use social media as a means to establish direct two-way communication and engagement with potential patients.
9. Make your presence known
Include social sharing buttons on all your content and pages on your website. When users share content on their social channels, it opens your business up to a potential audience that you might not otherwise reach through other channels.
10. Choose your platforms wisely
Not all platforms are made equal. Some social platforms will yield better results for your investment than others. Ideally, you want to choose a minimum of two platforms that work best for you.
11. Establish a good social media strategy
In addition to promoting your practice and the services your offer, ensure that your social media posts are a good mix of informational and interesting content that encourages interaction and engagement with your customers.
12. Decide on an effective posting strategy for each platform
As previously stated, no two platforms are the same. Users on each of these platforms engage at different times of the day and respond to different types of content. Therefore, posting the same content across multiple platforms won’t yield any effective engagement.
As online search and marketing trends continue to evolve, so do patient expectations and behavioral trends. Medical practices and health-care providers, therefore, need to stay on top of their digital healthcare marketing game in order to sustain and grow their patient base.
In addition to the tips above, you can also check out our article on marketing ideas for small businesses.