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.
The Google Adwords Keyword Tool (now known as the Adwords Keyword Planner) is an excellent resource for determining what keywords and keyword phrases to target for your pay per click (PPC) advertising campaign, and as well as for organic search engine optimization strategies.
For the sake of this blog post, we’ll focus on conducting keyword research for PPC campaigns. When conducting keyword research for PPC, the Google Adwords Keyword Tool interface is pretty intuitive overall.
You simply type in the keyword phrase you think might best suit your target audience and the Google Adwords Keyword Tool provides search volume of your keyword – and a list of similar or related keywords – based on either Broad, Exact or Phrase match.
In the left hand column of the Adwords Keyword Tool, you can filter which type of match you’d like to see search volume for for the specific keywords you’re researching.
So what’s the difference between Broad, Exact and Phrase match on the Google Adwords Keyword Tool?
Here’s a quick breakdown of what these terms mean and how they apply to targeting keywords for your PPC advertising campaign:
The Adwords Keyword Tool will always default you to Broad match.
Broad match keyword volumes take into consideration not only the exact keyword that you’ve typed into the Adwords Keyword Tool, but also relevant variations of your keyword as well.
It also applies for Keyword variations with synonyms, singular and plural forms, misspellings, and phrases containing your targeted keywords.
For example, a Broad match term for the keyword phrase “Custom Window Blinds” would also trigger your ad to display for the closely related keywords such as “Discount Window Blinds” or “Types of Window Blinds.”
If you don’t optimize your PPC campaign correctly, setting up broad matching terms can be potentially detrimental to the success of your campaign. If you’re not trying to attract customers who are searching for “Discount Window Blinds” because your company offers more high-end Custom Window Blinds, having your ad display when someone searches “Discount Window Blinds” on a Broad match is money out of your pocket.
If you are using Broad match for your PPC campaign, be sure to eliminate keywords that don’t apply to your business with the Negative Keywords section on the Adwords Dashboard.
Exact phrase match is just as it sounds. Your PPC ad will display ONLY when a user searches EXACTLY the keyword phrase that you’re targeting.
So if you’re targeting the keyword phrase “Woodworking in Atlanta” your PPC ad will ONLY display if someone searches for “Woodworking in Atlanta.” Your ad will NOT trigger to display for such keyword phrases as “Atlanta Woodworking” or “Custom Woodworking Atlanta.”
You can identify Exact match keywords by the brackets surrounding the keywords in the Adwords Keyword Tool interface.
Because of the precision that Exact phrase match has, you’ll notice that the volumes of the keywords on the Adwords Keyword Tool have significantly decreased as opposed to the Broad match. The Exact match filter is highly beneficial for conducting keyword research for organic SEO strategies because you get an accurate assessment of what the exact volumes are for keywords that you want to rank on organically.
The final match type that you’ll see when conducting keyword research for on the Adwords Keyword Tool is Phrase match.
You can identify a Phrase match by the quotation marks the keywords have around them. In Phrase match, your PPC advertisements will display when someone conducts a search that includes the keyword phrase that you’ve targeted.
For example, if you’re targeting the keyword phrase “Motorcycle Jackets” with Phrase match, your PPC advertisement will display on related keyword variations such as “Motorcycle Jackets for Men” and “Leather Motorcycle Jackets.” Your ad will not trigger, however on keywords such as “Motorcycle Leather Jackets” or “Jackets for Motorcycles.”
We hope you’ve found this blog post to be helpful as you conduct some of your own keyword research to determine what keywords you might want to target for your organic or PPC advertising campaign. If you have any questions about PPC or need help managing your PPC campaign, contact us today!
When it comes to maximizing ROI (return on investment) on Internet marketing strategies, companies must examine their costs for “Pay Per Click” (PPC) advertising. With the assistance of a dedicated SEO consultant, a company can see great returns from their PPC campaign, but this type of advertising is in many ways, more art than science.
While there are a number of salient factors that come into play when a company looks at the value of their PPC investment, there are two that stand out – PPC Budget and PPC Bid.
First, a company needs to determine just how much they should spend on their PPC advertising costs. A reputable consultant for SEO in Atlanta should provide advice for targeted keyword use and ad scope in order to help develop an effective pay per click budget, but a company must also determine what the value of a single click will mean for them.
This can be roughly estimated by starting with the life-time value of a customer and working backwards through the approximate number of customers developed from leads, the number of leads developed from registrants, and the number of registrants developed per click, giving a maximum value to pay per click.
Companies must also determine where to set their PPC Bids for pay per click advertising, but higher bids do not always equal higher returns. It is a good idea to manage bids in your search engine marketing PPC campaign by keyword and use tools such as Google’s bid simulator in order to determine a maximum and minimum bid. It is also important to track the quality of keywords that have been selected in order to get the most out of each PPC dollar.
PPC advertising can be an effective way to convert clicks to customers, but finding a good pay per click management company to manage its cost is essential to maximizing ROI.