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Enhancing Your Practice with Digital Health Marketing

by | Oct 5, 2021 | Digital Marketing

There was a time when advertising in healthcare was frowned upon, even illegal, until the 1970s. For decades, some doctors felt it unprofessional to advertise directly to patients – instead relying on referrals from other physicians and healthcare systems. 

In today’s competitive market, relying strictly on referrals for new patient acquisition would severely limit a practice’s growth. Embracing a digital marketing strategy as a healthcare provider is a must since the industry upheavals caused by the global pandemic. 

By adopting a comprehensive digital marketing strategy, healthcare practices can increase brand awareness, attract new patients, and improve patient engagement and satisfaction. An effective digital marketing strategy serves as a 24/7 marketer for a healthcare practice –  educating, connecting and supporting your patient community. 

Here are some ways to reframe how you might think about digital marketing for healthcare:

How digital marketing can grow your practice.

Improves online visibility.

Where do you turn to when you have a question or need advice? Do you ask a friend, send a letter to an advice columnist, or do you do what everyone else does and “Google” your question?  

Many doctors cringe at the thought of their patients searching online for answers to their health dilemmas. But the fact is, Dr. Google is answering 1 billion health questions every day.

So, how can you contribute to educating patients who visit Dr. Google first? By posting relevant articles, videos, infographics, and podcasts on your practice’s website, you can help patients better understand their conditions and treatment options. Well-optimized content will improve search engine ranking for the keywords patients are searching on.

Another tool to boost your online visibility is targeted advertising like pay-per-click or display banners on search engines is another affordable way to enhance online visibility.

Build trust with your community.

We know that patients search online for answers to their health questions. Patients also search for reviews and online ratings for healthcare providers. Online review sites like Yelp aren’t just for restaurants and retail. Patients who are diligent about their research will conduct online background and credential checks through sites like Vitals or ZocDoc to ensure their provider is board-certified and has a good bedside manner. 

Providers can build trust by establishing a solid online reputation through social media and positive patient reviews. Sharing patient reviews and comments on social media and a practice’s website can increase transparency and trust with patients.

Broaden your reach.

When a practice struggles to acquire new patients, digital marketing can broaden its reach.

Email marketing has the highest ROI of any digital marketing channel at $36 for every $1 spent. Email lists can be purchased through list brokers or sponsored through online publications.  

Targeted pay-per-click ads allow your practice to attract patients searching online for the conditions a practice commonly treats. Geo-targeted mobile ads can be displayed for patients within certain specific locations in the community. For instance, geotargeted ads could be served for physical therapy or pain management practices to patrons leaving a chiropractor or massage therapist.

Collect valuable patient insights.

One of the biggest benefits of utilizing digital marketing is the data that is captured about the audience engaging with content. Analyzing social media and website tracking activity provides valuable insights into patient demographics and behavior. Here are some of the insights expected from analytics:

 

  1. Demographic information (age, gender, location)
  2. Online behavior (website visits, search history)
  3. Social media activity (likes, comments, shares)
  4. Email engagement (open rates, click-through rates)
  5. Mobile usage patterns
  6. Feedback on health-related products and services.

Streamline communications.

Digital marketing not only helps act as an additional marketer, but it also works to support your service by streamlining communications and appointment scheduling.

Through online forms, chatbots, and appointment booking software, a practice website and social media channels can answer patient inquiries even when the office is closed.  Patients appreciate the option to get their questions answered quickly, and the customer support team will feel less burdened with return phone calls and voicemails.  It’s a win-win.

Cost effective.

If you need another reason to embrace a digital marketing strategy, this may be the most convincing. Digital marketing can be a more cost-effective way of reaching a large audience compared to traditional marketing methods.

The ability to track and measure nearly every interaction and engagement empowers your marketing team to see what’s working and what’s not. So, you can pivot your budget to the campaigns that provide the best ROI.

Eager to build an effective health care digital marketing strategy? Let Heart & Hustle Brands help you.

Partnering with health care brands is satisfying for me on many levels and for many reasons. That’s why I’m always ready to help such brands build a digital marketing strategy that meets their needs.  

Are you a health care provider who is looking for an effective and customized digital marketing strategy? Let’s talk.

Stacey Harrison

About the Author

Stacey Harrison is the lead brand strategist and designer at Heart & Hustle Brands and has provided creative direction for healthcare, industrial, and financial services brands for 20 years. She started Harrison Creative Group in 2017 to serve businesses that need a professional brand image on a budget. In 2021, the company rebranded to Heart & Hustle Brands to walk in the shoes of clients that experience a change of name or brand refresh.

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