Strategies for Digital Marketing for Healthcare Companies
Whether your healthcare organization is a world-renown hospital or a local medical clinic, establishing a well-optimized web presence provides the foundation for any healthcare digital marketing program.
But what exactly defines an “optimized web presence?”
Below we delve into the most important elements that contribute to a cohesive web presence. While there is some overlap in each of these areas, each component is crucial for healthcare digital marketing in Atlanta and building a thriving organization.
Responsive Web Presence
Staying competitive in today’s digital marketing environment requires more than just a website. Now, healthcare practices must ensure that their website is responsive, or mobile-friendly, on all types of smartphones, tablets, etc.
Taking this one step further in the healthcare sector is the advent of mobile apps. Investing in mobile apps enables patients (or prospective patients) to better engage and connect with your practice. Custom-designed and purposeful mobile apps, combined with a mobile-friendly site, is what ultimately contributes to a responsive web presence as a whole.
Social Media Integration
Integrating social media into a practice’s healthcare digital marketing plan is major element to brand building and cultivating an audience. There are many layers to social media, both in terms of the social platforms and marketing strategies.
In addition to maintaining an active presence on Facebook, Twitter, Pinterest, Google+, LinkedIn, and other related social platforms, healthcare practices can also value from social media advertising. These opportunities expose organizations and brands to new audiences, helping to grow the volume of followers, promote marketable content, and inbound prospective patients to the site.
Search Engine Marketing
Parallel to social media in terms of new patient acquisition, search engine marketing is powerful force in healthcare digital marketing. Search engine marketing, or SEM, can focus on one or both means of attaining better visibility in Google:
- Pay Per Click (PPC) Advertising – Using platforms like Google AdWords, healthcare practices can bid on certain keywords to have ads shown in the search engine results. These often appear as sponsored listings at the top and bottom of the search results page.
- Search Engine Optimization (SEO) – This focuses on increasing the organic search engine rankings of a practice’s website (non-paid listings shown under the PPC ads.)
While PPC advertising provides immediate exposure, organic SEO is a long-term investment that can pay incredible dividends for healthcare digital marketing. Often the best approach for healthcare practices is combination of both. A wealth of data and intelligence can be earned from PPC advertising, which can then be directly applied to SEO.
Healthcare Digital Marketing Content Strategy
Creating a content strategy is the fuel that keeps a practice’s SEO and social media efforts burning strong. Some of the most prestigious hospitals, like Mayo Clinic, offer great examples of successful content strategies. While Mayo Clinic is a top-tier example, the Patient Care and Health Information section on its website is a model for an educational-driven content strategy.
Another more locally-focused example of a solid content strategy is the Emery King’s Medical Video Library of the Detroit Medical Center, one of the nation’s leading hospitals for cardiology and vascular care.
The video library offers a rich format to engage with users, helping to increase SEO and inbound marketing value. Additionally, the videos can be shared on social media, further expanding the hospital’s ability to reach prospective patients and drive new traffic to the site.
These are a just some of the primary pillars to keep top of mind when developing a digital marketing program for an Atlanta healthcare practice. While the strategies and investments will depend on the size, budget, and overall nature of the practice, many organizations can increase their patient acquisition potential by investing in these key areas of digital marketing.