The most effective way to grow your healthcare business is not taking giant leaps ahead. Instead, you must take frequent trips back to the basics of how you slowly phased out your healthcare marketing strategy. And to be fair, there’s no reason to be ashamed of this approach. Athletes, actors, artists, and people in several other professions use tried and tested methods to make a name for themselves.
And marketers should, too!
While our definition of healthcare marketing changes now and then because of changing customer data and preferences, the fundamentals always stay the same. In today’s world, even though data is often referred to as the “new oil,” your audience on the internet is becoming increasingly dependent on different applications and websites. Not only are people buying groceries online, they’re also making healthcare decisions! To ensure your presence is felt, staying in touch with the basics of online marketing is imperative.
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The Basics Of an Online Healthcare Marketing Strategy
- A website that is easy to use
- Informative emails
- Helpful blog
- Stellar search engine optimization
A Website That Is Easy to Use
Your website is the welcome mat for your healthcare business. It’s usually the first impression your business makes on the prospective customer (patient), and it plays a vital role in the customer choosing your business. If your website hasn’t been optimized for the user’s experience, the customer won’t think twice before choosing your competitor over you.
On most occasions, if a person does stumble upon your website, they’re either going to be looking for answers for themselves or their loved ones. Once they find what they’re looking for, they get ready to take action. This also shows that the patients you’re targeting are already online and looking for health information. Because of this reason, your website must be easy-to-use and patient-focused.
For starters, look at how Mayo Clinic has made its website incredibly user-friendly. The most visited tabs are visible on the homepage, and it’s easy to see the appointment tab. When healthcare practices put these options upfront, patients don’t have to scroll around looking for the important choices.
Informative Emails
Even though your patients are rightfully looking for relevant information, email is a step ahead. What if the information the patient was looking for was already in their inbox waiting for them? By sending your patients an email newsletter every month (some healthcare practices even send it twice) you’re going to educate your patients by providing them with relevant information that they can apply to themselves.
The key, in this case, is to diversify the information you provide by as much as you can so you can capture the interest of a broader audience. Use segmentation and email personalization techniques to know your target market’s interests and needs. This way, your customers are always going to receive information that is relevant to them. Send your readers the link of a video (or the entire video if possible), a blog post, or news from the industry that will give your patients knowledge on various topics.
Before you send them out, ensure that you plan all of your emails strategically to send them out strategically.
Helpful Blog
A user-friendly website goes hand-in-hand with a blog. According to research, 1 percent of all Google searches are related to medical symptoms, and there are more than 3.5 billion healthcare-related search queries every day. It’s your job to take advantage of those Google searches and post rich content that your patients are looking for. Provide information on all kinds of health conditions, and answer all kinds of questions your patients may have.
Most healthcare businesses that muster up a lot of leads online with their healthcare marketing strategy have been focusing on promotion for much longer than the businesses they’re competing against. These businesses post helpful tips and plan out their editorial calendar months ahead that suit their organization. Customer reviews or testimonials are also a great way of convincing your prospective customers that you’re providing quality services.
People take comfort in knowing about other patients who had a similar disease and were successfully cured with the help of a particular healthcare business. This could also be a great idea for a blog, perhaps. You could write blogs about a customer’s journey with you and how the exemplary services offered by you helped them feel better. One example of a blog like such is the Harvard Medical School Blog. It has extensive content that covers several healthcare topics, and the website’s swift navigation makes it feel welcoming.
Stellar Search Engine Optimization
There’s no point in having the best-looking, fastest, and most informative website if no one gets to see it. No matter how helpful the videos or blogs on your website are, they aren’t going to be found on a search engine if you’re not focusing on search engine optimization. With the help of SEO, you can increase the traffic on your website and focus on certain keywords that you think your target market will use. If you’re trying to do keyword research on your own, there are several tools you can use online like HubSpot keyword tool, SEMrush, or Ubersuggest. However, don’t go overboard with keywords. Websites that go overboard with keywords are penalized by Google for “keyword stuffing.”
Wrapping Up
At Purple Tie Guys, we believe in stellar healthcare marketing strategies. Our healthcare marketing professionals are specialists at breaking down complex medical jargon into plain language that is understandable for every reader who wants to learn about the services you offer. Whether you’re opting for search engine optimization, pay-per-click advertising, or even website development, we promise we’re going to give you a stronger foothold on the digital landscape.
Additionally, Purple Tie Guys is a Google Trusted Agency endorsed by the Southern Medical Association. Call us today on (256) 585-6425, or click here to read our frequently asked questions!