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Your 2021 Healthcare Marketing Strategy Guide

Wellness Works Management Partners Blog

Your 2021 Healthcare Marketing Strategy Guide

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Healthcare Marketing strategy for private practice

6 Strategies to Improve your Healthcare Marketing Strategy

Having a proper healthcare marketing strategy is vital to compete and thrive in the 2021 post-COVID market.  The healthcare industry is a billion-dollar monster. As a private practice, you need to have a healthcare marketing strategy that fully encapsulates the ins and outs of what it takes to succeed in your particular niche.  

1.  Improve your online presence for your patients.

Ensure that your patient marketing is on point in 2021 by delivering your messaging to the correct audiences and creating an enjoyable user experience.  Did you know that in 2019, 72% of the population used some sort of online search to choose a healthcare provider?  (1)  With stay at home mandates being reestablished across the country, it’s vital your web presence strategy is up to date in order to compete in this newly competitive market. 

Easy to follow website design

  1. Create clear and easy to follow navigation. Don’t get fancy here.  Your logo goes on the top left and your navigation on the top right.
  2. Have a simple sign up process to capture emails and information. 
  3. Make sure all your call to action buttons are placed properly and easy to find.  Bonus tip – always use a contrasting background for your main CTA.
  4. Ensure you don’t have any dead links on the pages or 404 pages. 404 pages create a bad user experience and can hurt your overall SEO strategy. 
  5. Test your site speed to ensure that it loads in under 3 seconds. You can test your site speed using this tool.
  6. Ensure you have a mobile-friendly website for your medical marketing needs.

 

In 2021 it is no secret that we all use various devices to access the internet.  This means that your medical marketing should focus on having a website that is mobile friendly and fits just about any screen.

 

2.  Invest in Local SEO in Your Healthcare Marketing Strategy

Some things that you should consider in your SEO is:

    1. It’s vital to commit Keyword research to determine what words people use to seek out your services.
    2. Set up and build out your GMB and Geo maps.  

 

Local SEO can be custom around your patients and your business’s needs.  Keywords change in locations as well as age groups and other factors. It is important that proper keyword analysis is done in order to target what the people in your area are looking for.  Maps can be a very powerful section that can really get your phone ringing if optimized correctly.  Your map listing will have all your reviews, your phone number, and directions all in one easy location.  Many people call providers directly off the maps section.

 

3. Utilize other forms of online marketing such as paid ads. 

Paid ads are ads that you pay for via how many clicks and calls you get.  These can be rather pricey but they are also much quicker to get working than traditional SEO.  Traditional SEO is looked at as an investment, most of the time.  It takes time to get the results you are looking for.  Paid ads start right away.  To determine which type of paid ads is right for your campaign, ask if people are searching for your service or if you need them to know that your service exists in their area.  

Facebook Ads

These are ads that you see on FB.  The demographics of your target audience determine where to send these sorts of ads.  These are people that are not looking for your services by searching.  They are good for those services people might even know about to search.

Google Search and Display Ads

Google ads are slightly different from Facebook ads, as they are ads that are shown when someone searches for your keyword. AdWords is Google’s advertising platform in which companies can bid on specific keywords for their ads to appear in Google’s search results. Because advertisers pay for the actual clicks on these ads, this is how Google makes money from search advertising.

Google Search Ads Image

Every second, there are over 2.3 million searches performed on Google. Google search ads are an extremely effective way of driving relevant, qualified traffic to your website based on the types of products or services people are searching for. We call this “intent” marketing to match the online prospect’s search intent with the products or services we offer.

Depending on the competitiveness of keywords you’re bidding on and the relevancy of those keywords to your company’s real conversions, AdWords may or may not work for your business. For the most part, we’ve found that Google AdWords is beneficial for most companies, as long as they don’t waste their money on the wrong keywords, or write weak, low CTR ads. Developing a Google Ads campaign as part of your overall healthcare marketing strategy is recommended once you have an established site that is built to convert leads. 

Remarketing techniques

Remarketing ads are ads that are shown to people that have shown interest in your marketing efforts already.  Perhaps they have visited your site but haven’t filled out the contact information yet.  

 

4. Leverage Social Media Properly

Things not to do in Social Media to get engagement for your Healthcare Marketing.

Don’t post images to your own pages. This will have little Return on Investment and has little benefits to your SEO marketing.  We have to get past the idea that marketing to the 100-200 “fans” on your Facebook page is a winning strategy.  In many cases, these fans are already patients, or they are friends and family. New patient conversion rates are historicaly around 1

Things to do in Social Media to get engagement for your Healthcare Marketing.

Find relatable blogs and other posts that will spark and engagement.  Perhaps you and some articles written up that you can post on your social media that will assist people in some way.  Offering value like this gets more engagement than a simple photo online.  This will build niche authority and relevancy and will assist in your healthcare marketing efforts.

 

5. Get real reviews from clients

Your reputation matters online.  It is really important that you ask for reviews in a manner that isn’t annoying but firm.  Your Healthcare marketing company can certainly do this as well.  

  • Follow up with the patient and ask for feedback.
  • Send a note and a link to the review page of the map’s area so that your clients can leave you an appropriate review easily.  
  • Check-in on your current patients.

 

6. Track your healthcare marketing strategy results

Audit your front desk and how they interact with patients

Sometimes the best Healthcare marketing happens at the front desk.  Be sure that you have the staff needed to answer the increased phone calls and that they are organized to handle the increased call volume.  If people are on hold too long, they will go somewhere else.  This is a reflection of how you care about your staff.

Track how your patient leads are coming in through your medical marketing

Understand what keywords they are using and how many leads you are getting.  Also, track how many leads and calls and where they are coming from.  You cannot improve your marketing efforts if you don’t know what is working and what isn’t.

 

Can you cover all of this medical marketing for me?

Yes, we are a fully functional healthcare marketing provider that covers everything we have been talking about.  We follow what is working and improve on it while regrouping anything that may be underperforming.  Our finger is always on the pulse of our marketing efforts.  This allows our clients to do what they do best and provide amazing healthcare services.  We are not an agency that does marketing for all kinds of businesses.  We are a healthcare marketing agency that specializes in only healthcare marketing.  This allows us to be one of the best in the market.

Do you provide customized marketing plans for each of your clients?

Yes, we certainly do.  Healthcare marketing, along with any marketing, changes over time.  Things that were once effective are not.  Trends change as well as the needs of your healthcare clients.  Because of this, your healthcare marketing company needs to track the progress and effectiveness of the campaigns to ensure they are still functioning as expected.  When trends change they need to be agile enough to change with them.

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