Home Healthcare Digital Marketing Guide

HEALTHCARE DIGITAL MARKETING

A Complete Guide

This is the most comprehensive Healthcare Digital Marketing guide.

In this expert-written guide you’ll learn a lot about marketing healthcare business online, from SEO to paid media to social media marketing.

If you’re looking to get more targeted traffic (and customers) from different digital channels, you’ll love this healthcare digital marketing guide.

Let’s jump right in.

Don't have time to read the whole healthcare digital marketing guide right now?

PDF Banner
No worries. Let us send you a copy so you can read it when it’s convenient for you. Just let us know where to send it:

Contents

Trends in Healthcare Marketing

CHAPTER 1

Trends in Healthcare
Marketing

Why Healthcare Companies need Digital marketing

CHAPTER 2

Why Healthcare Companies
need Digital marketing

Digital Marketing Case Studies for Healthcare Businesses

CHAPTER 3

Digital Marketing Case Studies
for Healthcare Industry

Digital Marketing Strategies for Healthcare

CHAPTER 4

Healthcare Digital Marketing Strategies

Website Design for Healthcare Companies

CHAPTER 5

Website Design Guidelines for Healthcare Businesses

CHAPTER 1

Trends in Healthcare Marketing

Even till today, a lot of healthcare marketers adopt traditional marketing methods including marketing through television, newspapers and radio advertisements. Advertising on outdoor spaces such as bus shelters, billboards and trains / public transport along with attending healthcare related events are also a part of the traditional marketing mix.

However, the landscape is evolving rapidly with consumers moving online to consume media & content. An example would be the growth of popular OTT platforms such as Netflix, Amazon Prime & Hotstar in India. Moreover, consumers read news and consume other content via social media channels such as Instagram, Facebook & Twitter and use these channels as their first source of information. People are moving online. There is no stopping.

People use the internet to search for all kinds of products & services. There is no exception when it comes to searching for healthcare related services. According to a research conducted by Google & Compete, of patients who found hospitals on their mobile devices, 44% ended up planning a visit to the hospital and scheduling an appointment. Not just for hospitals, but this holds true for pathology & diagnostic labs, ordering medications or availing home healthcare services. The internet is disrupting a lot of traditional methods of marketing.

Healthcare Marketing Trends

Here are some trends in Healthcare Marketing that would substantiate the need to change your healthcare marketing approach:

 Consumers are researching online:

A lot of patients search for symptoms and condition terms online before scheduling an appointment with a healthcare service provider. Today’s consumers no longer blindly accept a doctor’s advice. They resort to comprehensive research on their medications or seek a second opinion online.

Better targeting is available for internet marketers:

With internet advertising, you can target people searching online (query-based targeting) via Google or Bing Ads. You can also target your potential consumers based on their demographic profile (age, gender), geographic location (Region, country, state, city, pin code or zip code), interests (music, movies, travel etc.), behavior (online shoppers, online gamers, international travelers) and connections (liking or following a brand online on Facebook / Instagram / Twitter etc.)

Interest, Demographic, Geographic targeting available in Facebook Ads

Marketing budgets are shifting online:

At an incredible rate, health and pharmaceutical marketing budgets are shifting online. According to eMarketer.com, approximately $2.48 Billion was spent online in 2016 by Healthcare and Pharma companies in the Unites States. This trend would seem to catch up with other countries across the globe including UK, India, and Indonesia.

Healthcare Industry is growing in India and other developing economies:

The Indian healthcare sector is expected to reach US$ 280 billion by 2020. Rising income level, greater health awareness, increased precedence of lifestyle diseases and improved access to insurance would be the key contributors to growth. The hospital industry in India stood at Rs 4 trillion (US$ 61.79 billion) in FY 2016-17 and is expected to reach Rs 8.6 trillion (US$ 132.84 billion) by FY 2021-22. The private sector has emerged as a strong force in India’s healthcare industry, accounting for almost 74 per cent of the country’s total healthcare expenditure. Telemedicine is a fast-emerging trend in India with major hospitals such as Apollo, AIIMS, and Narayana Hrudayalaya having adopted telemedicine services.

Growth of data-driven marketing in Healthcare:

Although, only a few segments of the healthcare industry have adopted a “data-driven” marketing approach, there are multiple reasons why healthcare marketers need to rely on data. First, it is possible to personalize marketing communication via mobile devices and online ads, thus providing a personal touch to marketing. Second, by understanding past behavior of consumers, it is possible to closely predict future events. Big data mining and predictive analytics can be used to the advantage of healthcare marketers when it comes to predicting revenue, life time value of customers or RoI of online advertising. Finally, data allows marketers to be more cost-effective and reduce wastage.

CHAPTER 2

Why Healthcare Companies need Digital Marketing

Now that we understand that most industries are moving their marketing budgets online, it is imperative that healthcare companies need to leverage digital marketing to reach out to a new age audience.

Why digital marketing for healthcare

Here are some statistics related to Search, Mobile & Online Video that make a case for healthcare companies to leverage the power of digital marketing

58% of smartphone owners download and use mobile health apps:

A study published in the Journal of Medical Internet Research shows that 58 percent of surveyed mobile phone users have downloaded at least one mobile health app onto their device. Furthermore, smartphone users seem to have a high regard for mobile health apps, especially those focused on providing diet and fitness support.

Mobile traffic to grow 7-fold by 2021:

As per Cisco’s VNI Mobile forecast highlights ,2016-2021, “Globally, mobile data traffic will grow 7-fold from 2016 to 2021, a compound annual growth rate of 47%. In India, mobile data traffic will grow 7-fold from 2016 to 2021, a compound annual growth rate of 49%.

Furthermore, according to Google Trends, India ranks among the top five countries for search terms like ‘mobile health’, ‘health apps’, ‘medical apps’ and ‘mHealth’. This confirms that the Indian population is interested in mHealth.

Growing influence of Social Media in healthcare:

Over 40% of consumers say that information found through social media affects the way they deal with their health. This statistic is further accentuated for consumers in the age group of 18 to 24. This age group is more than 2 times likely than 45 to 54-year-olds to discuss health-related topics on social media. As the younger population adopts social media and new forms of communication easily, it is important for healthcare marketers to join in on these conversations and leverage social media marketing. According to SearchEngineWatch.com, 90% of respondents from 18 to 24 years of age said they would trust medical information shared by others on their social media networks.

8 out of 10 online health inquiries start at a Search Engine:

According to Pew Research Center, 77% of online health seekers in USA say they began at a search engine such as Google, Bing, or Yahoo. Another 13% say they began at a site that specializes in health information, like WebMD. Most of these healthcare related searches are local in nature i.e. we look for a doctor or a hospital “near me”.

Search marketing is critical for hospitals and other medical institutes:

As per the “Digital Journey to Wellness: Hospital Selection” survey conducted by Google and Compete that fielded more than 500 hospital researchers, search engines are a critical cog for healthcare marketers.

  1. Search drives nearly 3x as many visitors to hospital sites compared to non-search visitors.
  2. Patients primarily search on symptoms and condition terms towards the moment of conversion.
  3. 44% of patients who research hospitals on a mobile device scheduled an appointment.
  4. 53% of patients who did not watch a hospital video were unaware they existed.

Online video is a pivotal component of hospital research:

According to a research conducted by Google, 1 in 8 patients watched an online video on:

    1. Hospital Sites (42%)
    2. Health Insurance Information Sites (31%)
    3. Health Information Sites (30%)
    4. YouTube (29%)
    5. Health Insurance Company Sites (20%)

Patients seek video reviews and testimonials to learn about hospitals and treatment options:

A more telling statistic is that traffic from YouTube to hospital sites has increased by 119%.

According to MedTech Media, 31% of healthcare professionals use social media for professional networking. Social Media helps in professional development for healthcare workers from networks such as LinkedIn, Twitter, and Facebook. This means that new age healthcare marketers have to adapt to independently manage their profiles through online mediums.

CHAPTER 3

Digital Marketing Case Studies for Healthcare Industry

A lot of global and Indian companies have already adopted digital marketing for patient acquisition and building brand awareness. From doctors, hospitals, pathology & diagnostics laboratories to world’s leading Pharmaceutical companies and home care service providers, there are multiple cases of healthcare marketers creating big waves with digital marketing. Let’s have a look at some of these healthcare digital marketing case studies.

Healthcare Marketing Case Studies

Digital Marketing for Doctors

In today’s digitally forward world, it’s vital to build a community on social platforms to stay ahead in the competitive healthcare business. Moreover, online presence and reputation means a lot more now than it ever did. Patients do their research before they pick a clinic and the doctor they wish to visit. They read online reviews and make a judgement about you. It’s safe to say that patients know you long before you meet them. So, it’s important to make a good impression on them.

Dr. Arun Mullaji doubled online Inquiries for Knee Replacement Surgery

Dr. Arun Mullaji is one of India’s leading Knee Replacement Surgeon. With 4 clinics in Mumbai operating under the name of Mullaji Knee Clinic, Dr. Arun has turned to digital marketing to generate leads for his service offerings. Mullaji Knee clinic invests in Google Ads to drive leads for local searches targeting specific queries such as “Knee Replacement Surgery”.

With a landing page that includes all information required to make a decision, http://mullajikneeclinic.com has doubled the online inquiries generated every month.

Many doctors have turned to digital marketing to advertise and promote their services.

Digital Marketing Tactics for Doctor’s

  1. Pay Per Click Marketing: Advertising on Google Ads to target a local business area
  2. Facebook + Instagram Ads: Create awareness about your practice center by targeting a local geographic area using radius / pin point targeting
  3. SEO: Optimize your website and blog to rank for service-related keywords e.g. Orthopedic Surgeon in Chicago
  4. Content Marketing: Create informative / educative videos about your field of practice and share them via a YouTube channel

Digital Marketing for Hospitals

Hospitals require a strong online presence in order to attract new patients and remain profitable. Since the rise of internet and smartphones, consumers and patients are increasingly turning to online resources when researching for health-related information and/or solutions. It’s vital that your hospital to be visible on search engines and on popular social media platforms.

Apollo Hospitals gets 800k+ monthly visitors to their website via SEO

Apollo Hospitals (apollohospitals.com) has emerged as Asia’s foremost integrated healthcare services provider and has a robust presence across the healthcare ecosystem, including Hospitals, Pharmacies, Primary Care & Diagnostic Clinics.

As per research conducted on SEMRush.com, ApolloHospitals.com gets 800k+ monthly visits to its website from Google Search Engine Results Pages (SERPs). They have a content heavy website with a sound navigational architecture that helps patients and users find information about a disease or ailment easily. If we consider that 1% of these visitors convert to customers and we assume that Rs. 10,000 is the average life time value of a customer, the site generates a revenue of 8Cr – 10Cr a month.

Not all hospitals are as huge as Apollo. Most of the hospitals operate across 2-3 locations and serve a very local community. Even if this is the case, hospitals should leverage digital marketing to drive incremental leads and revenue.

Digital Marketing Tactics for Hospital’s

  1. Pay Per Click Marketing: Advertising on Google Ads / Bing Ads to target a local business area
  2. Facebook + Instagram Ads: Create awareness about your hospital by targeting a local geographic area using radius / pin point targeting
  3. SEO: Optimize your website to rank for service-related keywords e.g. Maternal Health Hospital in Mumbai
  4. Content Marketing: Create informative / educative videos about your field of practice and share them via a YouTube channel. Write detailed blogs about different ailments and how you can cure them.
  5. Social Media Marketing: Build a community of people who care about a issue and highlight the same via user stories, educative content, videos and behind the scene tit bits.

Digital Marketing for Nutraceutical Manufacturers

Facing an aging population and increasing rates of chronic diseases, healthcare facilities are shifting its emphasis on prevention. Consumers are changing their behavior and looking to nutraceuticals as a way to improve their health. It is essential that the nutraceutical manufacturers portray their products by highlighting their best features in the best possible ways to consumers.

If you are a nutraceutical manufacturer, you can list your products on an eCommerce website like Amazon or HealthKart.com you could choose to build your own online sales channel.

How Purenutrition.me sells 30 lac+ worth of products every month

A good way to test market your product is to first have it listed on one of the third-party ecommerce websites before investing in building your own website. That’s what Purenutrition did before having a full-fledged eCommerce store in Magento.

Purenutrition also builds awareness for its products by showcasing the benefits on Social Media platforms such as Facebook and Instagram.

Digital Marketing Tactics for Nutraceutical Manufacturers

  1. Pay Per Click Marketing: Use PLA (Product Listing Ads) & text ads on Google to drive online purchases of your products
  2. Facebook + Instagram Ads: Create awareness about your brand by promoting informative articles & blogs.
  3. SEO: Optimize your website to rank for product / category / ingredient related keywords – Use Amazon to conduct keyword research on most used terms
  4. Content Marketing: Create informative / educative videos about the benefits of your products and share them via a YouTube channel. Write detailed blogs about different ailments and how you can cure them.
  5. Social Media Marketing: Build a community of people who care about issue related to your products and highlight the same via product ingredient benefits, user stories, educative content and videos.

Digital Marketing for Pathology & Diagnostic Labs

Every pathology or diagnostics laboratories biggest differentiator is service. However, many labs miss out on the opportunity to provide access to their services online even though they are capable of providing outstanding service.
It’s important that labs get their word out effectively regarding their servicing options and to position their brand effectively online.

SuburbanDiagnostics.com reaps 515% RoI on spends across Search & Social Media Marketing channels

With 100+ diagnostic centers & pathology labs across Mumbai, Pune & Goa, India’s one of the most technologically advanced healthcare diagnostics companies generated 515% ROI via Search Engine Marketing & Social Media Advertising.

SuburbanDiagnostics.com has tripled Organic traffic in a couple of years, resulting in an increase of appointment bookings for pathology & diagnostic services by more than 800%.

Moreover, call inquiries and leads generated via geo-focused Google Ads campaigns have resulted in 250X increase of appointment booking.

Read the complete case study here

As shown above, there is no dearth of competition for generating “blood test booking” related leads. Companies like Healthians, 1MgLabs, Pharmeasy.in, Healthspring.in are using Google Ads to drive demand for their service offerings.

Digital Marketing Tactics for Diagnostics & Pathology Labs

  1. Pay Per Click Marketing: Advertising on Google Ads / Bing Ads to target a local business area
  2. Facebook + Instagram Ads: Create awareness about your pathology / diagnostic lab center by targeting a local geographic area using radius / pin point targeting
  3. SEO: Optimize your website to rank for service-related keywords e.g. Blood Tests in Chennai
  4. Content Marketing: Create informative / educative videos about your field of practice and share them via a YouTube channel. Write detailed blogs about different ailments and how you can take preventive measures
  5. Social Media Marketing: Build a community of people who care about an issue and highlight the same via user stories, educative content, live videos with experts and informative articles

Digital Marketing for Pharmaceutical Companies

There is a high potential for new communication methods to make the pharmaceutical industry more efficient and more engaged with its customers. Pharmaceutical companies have unique advertising restrictions that can be difficult to work within. Moreover, consumers have moved to mobile devices for consuming content.
Most online websites are mobile friendly as a majority of people access the web from their mobile. However, only about 4% of pharma companies have mobile friendly sites. There is a need for Pharma companies to transform their online presence to serve mobile consumers.

Reckitt Benckiser uses mini game apps to recruit talent

Reckitt Benckiser used a suite of eight online and mobile mini-games to raise brand awareness among students and graduates early in their career, as part of a recruitment drive. The games are available online and via iPhone and Android Apps. The games promote the 8 ‘power brands’ of Reckitt Benckiser; Harpic, Durex, Clearasil, Air Wick, Dettol/Lysol, Veet, Vanish & French Mustard.

The games suite, named “crazieRBrands”, was available online as well as in app format. The games were promoted via social media seeding strategy which targets relevant gaming portals, news groups and communities.

Digital Marketing Tactics for Pharmaceutical Companies

  1. Pay Per Click Marketing: Advertising on Google Ads / Bing Ads to promote products. Check legal guidelines as certain products cannot be promoted as per Google advertising policies
  2. Facebook + Instagram Ads: Create awareness & increase for you brand by promoting a cause / issue to your community.
  3. SEO: Optimize your website to rank for product & brand related keywords
  4. Content Marketing: Create informative / educative videos about your field of expertise and share them via a YouTube channel. Write detailed blogs about different ailments and how your drugs can be used.
  5. Social Media Marketing: Build a community of people who care about an issue (diabetes / cancer etc.) and build engagement the same via user stories, informative content, live videos with experts and educative articles
  6. Influencer Marketing: Reach out to influencers and build contextual stories around a cause.

Digital Marketing for Specialty Clinics

In a customer driven business, one needs to get the word out effectively to get new customers. An effective digital marketing plan can help you make a good impression and also build a good relationship with your existing patients as well as new patients.

To grow a specialty clinic business successfully, you need more than just a website. You need a digital marketing plan that can bring more patients to the website and turn them into paying customers. Specialty clinics need a strong online presence as they need to spread the word about their specialty care services locally.

Engage Online Marketing Agency increases appointment bookings by 500% for Detail Smoother Skin Clinic in Sydney

Engage Online Marketing implemented their Gold Marketing Package utilising software called HubSpot. The strategy was designed to attract potential customers to the website, engage them depending on their stage in the buying process and convert them into an in-clinic consultation.

In the first year, Engage Online Marketing delivered five downloadable consumer guides that covered the major treatments Smoother Skin promoted. The guide downloads increased the number of database contacts significantly and allowed Engage Online Marketing to implement marketing automation to convert many of these contacts into paying customers through automated email marketing and Facebook custom audiences. To optimise the website, Engage Online Marketing re-wrote all treatment pages and added HubSpot conversion buttons and downloadable treatment guides to convert more website visitors to contacts. This led to 1,100% increase in website traffic, 383% increase in contacts and 500% increase in online bookings in the first 11 months.

Read the complete case study here.

Digital Marketing Tactics for Specialty Clinics

  1. Pay Per Click Marketing: Advertising on Google Ads / Bing Ads to promote services in and around a locality. Use Call only Ads and other Ad Extensions such as Location, Sitelinks, offers to promote services.
  2. Facebook + Instagram Ads: Create awareness & local reach for your specialty clinic by targeting people in and around the vicinity of your practice.
  3. SEO: Optimize your website to rank for local keywords for your services e.g. chiropractor in south London
  4. Video Marketing: Create informative / educative videos about your field of expertise and share them via a YouTube channel. Write detailed blogs about different ailments and how your services can be used.
  5. Local Listings: Get your business listed on Maps (Google My Business, Bing Places etc.) and other local directories such as Yellow Pages or JustDial.com (India).

Digital Marketing for Wearable Healthcare Technology 

The new age consumers aren’t just eating healthier; they’re also exercising more and focusing on total body and mind wellness rather than just worrying about weight loss and fitness. One of the ways consumers manage and maintain their healthy and active lifestyles is through the use of wearable technology. Wearable technology offers a wide variety of options and benefits, including sleep tracking, emergency response and location, posture correction, and even fertility. A broad digital media strategy is now a must for any wearable device company that wishes to enter or remain cognate in today’s competitive market.

GOQii launches India Steps Challenge to encourage Indian’s to stay active & healthy

GOQii launched ‘India Steps Challenge’ a 100-day nationwide challenge with an aim to encourage Indians to walk more and make India active and healthy.
The GOQii India Steps Challenge is open to all 29 States and 7 Union Territories of India, which will compete to be the healthiest state in the country.
The GOQii India Steps Challenge has 100 levels and there are prizes set at every milestone. Overall, more than 40, 000 prizes totaling to Rs 5 crores will be given. The individual with the highest step count will win a cash prize of Rs 5 lakhs. Other prizes include backpacks, GOQii trackers and mobile phones, among others.

Digital Marketing Tactics for Wearable Devices

  1. Pay Per Click Marketing: Leverage Product Listing Ads (PLAs) on Google Ads to drive online purchases. Use price, offers, sitelink extensions in text ads. Leverage display advertising to build brand recall.
  2. Facebook + Instagram Ads: Create awareness about your wearable device by promoting informative & educative articles to bring audiences to your blogs and capture their email IDs.
  3. SEO: Optimize your website to rank for category & brand related searches e.g. fitness tracker in India
  4. Content Marketing: Create informative / educative videos about health & fitness and share them via a YouTube channel. Write detailed blogs about different ailments and how you can take preventive measures
  5. Social Media Marketing: Build a community of people who care about an issue and highlight the same via user stories, educative content, live videos with experts and informative articles

Digital Marketing for mHealth & eCommerce (Online Medications)

According to a report from DigitalCommerce360, hospitals, insurers and other organizations will spend $32 billion annually on digital and mobile healthcare services within 5 years. An opportunity for a significant new revenue stream is the reason given by the fact that 72% of vendors that are targeting digital healthcare and Selling ecommerce product services in healthcare is “very important” for 32% of vendors.

Apps like Practo and FirstOpinion, and websites like Doctor2U and YourDoctors.online are pioneering a form of healthcare e-commerce called telemedicine. Large hospital chains such as Apollo have got into online pharmacies (apollopharmacy.com). Players like 1mg.com and Netmeds.com have seen blockbuster funding rounds.

Digital Marketing Tactics for Telemedicine (Healthcare eCommerce)

  1. Pay Per Click Marketing: Leverage Product Listing Ads (PLAs) on Google Ads to drive online purchases. Use price, offers, sitelink extensions in text ads. Leverage display advertising to build brand recall.
  2. Facebook + Instagram Ads: Create awareness about your online store by promoting informative & educative articles to bring audiences to your blogs and capture their email IDs.
  3. SEO: Optimize your website to rank for category & product related searches e.g. glucoryl. Create detailed content for product pages including description, side effects, common concerns and usage for medications.
  4. Content Marketing: Create informative / educative videos about medicines and share them via a YouTube channel. Write detailed blogs about different ailments and which medications to take.
  5. Social Media Marketing: Build a community of people who care about an issue and highlight the same via user stories, educative content, live videos with experts and informative articles

CHAPTER 4

Digital Marketing Strategies for Healthcare Companies

Today’s consumers and patients are relying on websites and social media at an increasing rate to make healthcare decisions. This is why it’s important to stay on top of digital marketing and keep your organization at the forefront of this disruptive change. Use these ten key focus areas to build a strong healthcare digital marketing strategy that will build brand awareness amongst patients and generate leads in today’s digital first market.

Healthcare Digital Marketing Strategies

Search Engine Optimization for Healthcare Companies

SEO is optimizing your website to show up higher in Google Search Results. Google has more than 200 factors in its algorithm for ranking web pages and showing them within SERPs. As per SearchEngineLand.com’s periodic table of SEO Success factors, content on your website, your site’s architecture and other factors such as backlinks play a critical role in ranking higher.

SEO is critical for healthcare businesses. As we stated earlier, 8 out of 10 online inquiries start at a Search Engine, making SEO a critical cog to your healthcare digital marketing strategy

Local convenience is key when it comes to health-related services

“Near me” searches for health-related services have doubled since 2015. People are on the lookout for local healthcare services as they don’t want to travel too far for treatment. To win in local searches, you need to do the following:

Create a Google My Business Listing:

If you see below, for the search “doctor near me”, Google display’s business listings on maps. All of these map listings come from Google My Business profile.

Any healthcare business that has a physical location should create a Google My Business account.

Once you have created your Account, you can add multiple business locations and get them verified. Be clear about available treatments and the services you offer in your business listing. Also include up-to-date business hours, a phone number, and a street address.

Target a variety of local keywords on your website:

 People are looking for choices when it comes to treatments. Some people may search for “online appointment booking” while others end up searching for “open on weekends”. Make sure that your website has content that targets these keyword searches.

Create local pages on your website:

Since most people search for healthcare services in and around their viscinity, it is imperative that your website serves local content and is optimized for local search queries. Most conspicuously, you need to make sure that the URL architecture or structure of your website mirrors your physical presence.

argets these keyword searches.

See how Apollo Hospitals has created locality specific pages on their website and have used location specific keywords in their URL, page title, breadcrumb navigation, content and links.

Create local citations / company profile listings:

A citation or local listing is simply the listing of your business name, address and phone number on the web. For example, a doctor may have his/her profile listed on practo.com or a hospital would have its listing on justdial.com

Make sure you have built a detailed listing of your business on all local citation sites. One way to find out a list of these local sites is to simply do a Google Search for “Business near me”. For e.g. For the search “Hospitals near me”, practo.com & justdial.com show up higher in organic search results – so you need a business listing there

Read our blog for more information on local SEO.

Detailed content on services / ailments / treatments on your website

According to a research conducted by Brian Dean and Eric Van Buskirk, pages with longer content ranked significantly better than short content.

In fact, the average word count of a Google first page result is 1,890 words. Several other search engine ranking factors studies have found that longer content has performed better in Google.

When it comes to healthcare business, you need to do the same – focus on creating detailed, informative & educative content that covers a topic in its entirety.

Currae.com, a hospital in Thane & Kolkata focuses on having long-form content for its services. The page shown above for orthopedics & joint replacement surgery has more than 2000 words of content. Longer content boosts your page’s topical relevancy, which gives Google a deeper understanding of your content’s topic, which in this case is “Orthopedic & Joint Replacement Surgery”.

Pay Per Click Marketing for Healthcare

Pay per click (PPC) marketing allows you to advertise your business on Google Search & Display and on Bing. Other Search Engines also have a PPC Marketing program.

As seen above, there is a high number of advertisers targeting “IVF treatment” keyword. Most healthcare related searches are competitive in nature and would require healthcare marketers to shrewdly spend their money on Google & Bing Ads. Here are some pay per click marketing strategies that you should implement for your healthcare business

Know Thy Audience Better

If you are a healthcare marketer, you need to know your audience inside out. You need to be in their shoes and understand their behavior. While defining your target audience, you might want to think about the following points:

Location: Country, State, Region

Demographics: Age, Gender, Interests, Languages

Interests: Music, Movies, Sports, Travel and hundreds of other interests

Behaviors: Shops online, likes to exercise weekly, travels for business, eats out with friends, takes a vacation with family etc.

It is best that you build a buyer persona for different types of target audiences you might cater to. Now, what’s a buyer persona? Buyer personas are, essentially, fictional representations of your buyers. In the process of researching and creating these personas, you’ll learn who your buyers are – and define how best to market to them. Your buyer personas will uncover your audience’s top concerns, consumption preferences, and goals – all of which will help you target your audience more precisely using PPC Ads. Let’s have a look at a buyer persona for a Fitness App for mothers:

Make Contact Information Easily Available

This is critical for both B2B and B2C advertisers in the healthcare industry. Think about a patient in a state of an emergency or in serious pain; they are without a doubt going to want immediate access to a phone number or address to receive urgent attention.

Use call, location and sitelink extensions for all your campaigns:

Using Ad extensions will help you grab more real-estate for your Ad and also improve the click-thru rate. You need to include phone numbers, locations on map, provide details on how to reach your office. Basically, provide as much information as possible within the ad.

The above ad from Currae uses a location extension to provide driving directions via maps. It also uses Sitelink extensions for linking to different services such as IVF, Gynac etc.

Fortis Hospital uses a call extension and also site links to take users to specific pages on their website.

Provide contact information on Landing page:

When it comes to healthcare industry, patients need multiple ways of contacting you. They might not be comfortable with filling out their email ID or Phone number and would prefer to talk to a customer care representative. Moreover, they might want to maintain anonymity and just chat with a real person / doctor before availing a treatment / service.

For this specific reason, you need to have multiple touchpoints on your landing page including phone number, lead form, chat bot, WhatsApp chat etc.

As seen below, Currae.com provides a phone number and a lead form with a clear call-to-action that requests a call back.

Mobile PPC Strategy

Winning on mobile is winning on PPC. As stated earlier, 58% of smartphone owners download and use mobile health apps. Moreover, mobile traffic is estimated to grow 7-fold by 2021. Mobile is important for reaching out to B2C healthcare consumers. It is a common understanding that a lot of people use mobile devices, especially when at work because they don’t want their coworkers or sometimes even their family members to find out their medical conditions.

Mobile is big. You need to have the right PPC strategy to target your audience on mobile devices.

Create Mobile Preferred Ads:

Your desktop ads will show on mobile if you skip this step, but it’s preferable to have two to three mobile focused ads (in addition to two to three desktop ads) per ad group if mobile is important to you. In these ads be sure to utilize call extensions, include short and relevant calls-to-action (such as “Talk to us” or “Call Now!”).

You could create mobile specific campaigns by using bid adjustments. For your original campaigns, set the mobile bid adjustment to -100%. For your new mobile campaigns, set the Desktop and Tablet bid adjustments to -100% (as shown below).

Optimize Your PPC Landing Pages for Mobile devices:

Use Chrome browser to test how your landing page appears for multiple devices (Right click on page and click on Inspect element. Use Toggle Device Toolbar (blue icon) to see how your landing page looks like on multiple devices.

You need to also check on the page loading time for your landing pages. You could test this using Google Page Speed Insights and implement the recommendations.

Go full throttle with Call-Only Campaigns:

Call-only campaigns are great for the urgent, on-the-go mobile audience that needs to make a call, rather than visit a landing page. Healthcare companies usually receive 15-20X calls as compared to leads from landing page forms.

Informative Landing Pages

People want a lot of information in order to make a decision when it comes to their health. Having too much information on your landing page in healthcare is actually going to help you keep people on your website. Otherwise, your target audience might end up somewhere else because they can’t find the answers they’re looking for.

Invest in Quality Video Production

Videos need to be incorporated into your entire PPC marketing strategy from YouTube ads and landing pages to personalize the experience, build trust, and provide a deeper, more entertaining explanation of what your healthcare company has to offer.

Remarketing & Placement Targeting via Display Ads

For B2B Healthcare companies, one has to build brand recall – It might require 7 interactions with your communication before a website visitor becomes a prospective customer. For B2C healthcare companies, it is important to work at all stages of the marketing funnel and hence people who have dropped out should be brought back into the consideration stage.

By using remarketing ads on Google, one can retarget users who have taken specific actions on your website. i.e. people who have visited a landing page but not filled out a lead form or people who have filled out a lead form and have not taken further action (visiting a hospital / booking an online appointment).

Social Media Marketing for Healthcare Ventures

The Social Media presence of your healthcare brand is the first impression in determining its reputation in the market. According to Deloitte’s 2018 global healthcare outlook, more and more providers are making their presence known on social media.

The growth and influence of social media is increasing constantly. Keeping the growing influence of newer media platforms on people, creating a result-oriented social media strategy to keep customers engaged and to gain new customers is a whole different level of challenge for Healthcare companies.

What should be your Social Media Strategy? We have some key points that you should consider to build your healthcare brand on Social Media.

Educate your audience

There is a latent need for education among the general public when it comes to health check-ups, seasonal wellness and preventative care. Healthcare marketers are therefore tasked with keeping current and prospective patients alike informed year-round about treatments. Topical posts like this one from Wockhardt Hospitals represent a much-needed dose of education for their followers.

Which types of Educative content do you need to produce for social media?

  • Health Tips create awareness & build thought leadership
  • “Did you know?” style content breeds engagement and debate among your followers
  • Busting myths
  • Quizzing your followers can lead to a healthy discussion

Inspire Your audience

Especially in the face of progressive diseases such as cancer, patients and their family members could often use a dose of inspiration and motivation.

What type of Inspirational content can you create?

Patient success stories evoke a lot of sentiments and provide much-needed sense of hope. For e.g. this video created by GOQii for Cancer treatment via the right nutrition speaks a lot about the community.

Mayo Clinic also produces a lot of inspirational stories. Like this one below:

Show them what’s happening behind the scene

Highlighting the fun side of your medical practice by taking your social media followers behind the scenes is a smart move. Posts like these ones from Johns Hopkins serve as both great content and the brighter side of working in healthcare.

Harness the power of Hashtags

Social media in healthcare isn’t completely divorced from the world of social marketing for other Industries. You can totally take advantage of clever captions and Instagram hashtags while still being totally tasteful about it.

User generated content

Sometimes the best way to highlight your healthcare practice is by letting others do the talking. Through user-generated content, you can provide an unfiltered view of what your practice looks like from the eyes of your patients.

Research from Ipsos MediaCT showed that user-generated content has particular value when trying to appeal to millennials.

WEGO Health did a Behavioral Intent survey of patient influencers and found that the overwhelming majority of patients are sharing health information on social media, and especially on Facebook.

This is why geotagging on Instagram and allowing followers to tag your location via social media is so important. People are checking in to healthcare facilities to let their friends and family know what’s going on, and such tags are critical to spotting UGC in the wild.

Manage your reputation across Social Media Platforms

Reviews from customers (patients) make or break your business online. It is important that you handle reviews with care, especially negative reviews. Make sure you respond to reviews quickly and show empathy towards people who might not have had a good experience at your practice.

Prospective patients will undoubtedly check out comments and reviews prior to checking out your healthcare practice, so just keep social media reputation management in the back of your mind.

Social Media Advertising on Facebook, LinkedIn, Twitter

Social Media Advertising on Facebook, LinkedIn, Twitter, YouTube has become one of the preferred channels of communication across multiple industries. Most platforms allow you to target your potential customers or current customers contextually i.e. based on their demographic profile, location, interests or online behavior. With most of the healthcare customers spending more time on social media, we can reach out to our audience via Social Media Advertising

Facebook & Instagram Ads

Facebook caters to all types of business objectives – whether you want to raise brand awareness, generate leads, increase local sales, drive online sales, or promote your mobile app, Facebook provides you with multiple campaign objectives and Ad formats to reach out to a vast audience on Facebook, Instagram, Messenger or Facebook’s Audience Network.

Facebook Ad for Lead Generation for a top pathology / diagnostic lab
Facebook Ad for App Downloads for TheFitMomProject (fitmoms.in)

With multiple campaign objectives at your disposal, you can run Facebook Ads across the funnel – targeting users at the Awareness, Consideration or Conversion stages

You can target three types of audiences on Facebook including:

Core Audiences:

Target people based on their demographics, interests, behavior, location and connections on Facebook, Instagram, Messenger or Facebook Audience Network

Custom Audiences:

Custom Audiences help you reach your specific customers and prospects at scale. For healthcare companies, it gives you an opportunity to remarket to your website visitors, or use your CRM data (email IDs / Phone numbers) to target people on Facebook.

Lookalike Audiences:

Facebook helps you to find people who look like your existing customers or prospects. You can simply extrapolate your custom audiences and build lookalike audiences to reach to a broader set of prospects for your healthcare organization.

Now that we understand a bit on how Facebook Ads work, let’s get into three key campaigns that you could launch on Facebook for your healthcare organization.

Brand Awareness / Reach

For a healthcare company, you can use the brand awareness / reach campaign objective to announce the launch of a new medical facility / center. You could also use this campaign objective to create awareness about a local event that you are conducting.

Drive app downloads

Ada Health has a Cannes Lions-winning medical app. It used creative video and photo ads—underpinned by Facebook targeting—to encourage people to sign up, resulting in over one million app installs in less than 8 months.

“Our goal is to build a globally known, trusted brand and make Ada the world’s most used medical app—thereby positively impacting the lives of millions of people around the world. We are happy to have Facebook as a reliable partner to help us achieve that goal and give people access to personalized health information not just in days, but within seconds.” -Marvin Rottenberg, Head of Marketing, Ada Health

Read the complete case study on Ada Health Facebook Ads.

Get more walk-ins for your healthcare facility

If you want to get potential customers to visit your health facility, you could run a campaign with “Store visits” as the campaign objective and offer a discount / rebate that’s redeemable at your offline / physical facility.

It is possible to geo-fence your campaigns with radius targeting so that people in and around the vicinity of your facility can see your ad.

LinkedIn Advertising

LinkedIn is gaining a lot of importance after they have built news, content and learning capabilities (courses) for professionals. When it comes to healthcare marketing, you can use LinkedIn for demand generation or for brand awareness via thought leadership content.

It is possible to geo-fence your campaigns with radius targeting so that people in and around the vicinity of your facility can see your ad.

Sponsored Posts

Consider how crowded your own news feed has become on LinkedIn. If you check it once a day, you’re likely only seeing a small portion of updates from those you follow. Likewise, those who follow you are less likely to notice your updates. Sponsoring an update, or putting some advertising money behind a post to increase its visibility, ensures more of your followers notice you and allows you to gain exposure from those who don’t already know you.

It is possible to geo-fence your campaigns with radius targeting so that people in and around the vicinity of your facility can see your ad.

With LinkedIn sponsored updates, you can target a specific audience based on location, company, industry, role and even seniority. You can opt to reach just your followers, those who don’t already follow you, or both.  You can choose to pay per click (CPC bidding), or per thousand impressions (CPM bidding).

It is possible to geo-fence your campaigns with radius targeting so that people in and around the vicinity of your facility can see your ad.

Sponsored In-Mail

Sponsored InMail from LinkedIn lets you send targeted messages to people who remain outside of your LinkedIn network. You can personalize your message and deliver them to anyone in the network. This feature makes Sponsored InMail a perfect tool for healthcare marketers looking to distribute ebooks, white papers, infographics or sending invites to events or webinars.

Twitter Ads

With Twitter Ads, you can get more likes, amplify your message, and get more people talking about the things that matter to your healthcare organization — your cause, project, business, or brand.

Awareness & Engagement campaigns:

You can promote your Tweets and maximize your reach.  Moreover, you can promote your Tweets and get more Retweets, likes, and replies or promote your account and grow your Twitter following.

Note that Twitter restricts the promotion of health and pharmaceutical products and services. These restrictions are based on the specific product or service being promoted, as well as the country that the campaign is targeting.

See Twitter Ad Policies for Healthcare & Pharma Companies

Direct Response Campaigns on Twitter

You can promote your website and get more traffic or you could promote your mobile app and get more downloads.

Video Marketing for Healthcare Organizations

Healthcare marketing is changing. As a healthcare marketer in the industry, you have to build trust with your audience, explain complex topics, and work with a longer sales cycle than most other industries. Video marketing can help you achieve your business objectives – whether it is to acquire more patients, increase enrollments in health insurance coverage, download an app or increase visits to your medical facility.

Whatever your goal is – video marketing can help.

Telling your brand story

There is only so much time people are willing to spend reading content online, and some of the stories we have to tell as healthcare marketers are much longer than the space we are given. Utilizing video in your marketing mix will allow people to get more details about your organization.

GOQii uses video marketing to feature patients and doctors to share their stories. This effective use of video marketing tells a story and gives enough detail to engage its audience

Educate your audience

Your job as healthcare marketers is to educate your audience. HealthSpring uses video to educate their audience about different diseases and their cures.

Inspire your audience

As you’re starting to showcase your video content to your audience to regain their trust and keep them coming back for more, take the opportunity to show them what you do best.

Cure.fit has multiple playlists catering to different segments of their audiences including food, exercise, mental fitness and more.

Email Marketing for Healthcare Businesses

Email is one of the earliest forms of digital communication and still remains as one of the top priorities for marketers who want to build a loyal audience for content distribution, nurturing and obtaining feedback. The case also holds true for healthcare marketers who want to leverage digital marketing to promote their brand / services.

Here are some key areas of focus when it comes to email marketing for healthcare companies

Collect email IDs via website, events

Try and collect as many email IDs as possible on your website. Make sure that you are using double opt-in to validate email IDs. There are many ways in which you could collect email IDs for marketing purposes.

Newsletter Subscription

Mayo Clinic has a Newsletter subscription link in their footer which takes users to newslettersignup.mayclinic.com. On this portal you can subscribe to Mayo’s health information e-newsletter and also manage your subscriptions if you are a registered user.

Massachusetts General Hospital has a Newsletter Subscribe widget on every blog article:

Pop-ups

You can use various tools to launch pop-up windows to collect Email IDs based on some action taken by users on your website. For e.g. if someone is spending more than 2 minutes reading a health blog, you could have a pop-up for newsletter subscription. If someone is on your appointment booking page and has not yet booked an appointment or for some reason has hit the cancel button, you could pop-up a relevant offer / discount on your services and the potential customer to convert (book an appointment).

There are many tools that allow you to build pop-ups and exit-intent notifications for your website. Some of the notable ones we would recommend are sumo.com and hellobar.com

Chat

You can also collect email IDs when website visitors are chatting with you. We recommend using a Chat Bot such as verloop.io, practice.ai or having real chat agents respond to customers via tools such as Olark, Zendesk, or Tawk.to

Setup Email Automation / Email Workflows

Once you have started collecting email IDs, you need to keep the audience engaged with relevant and timely information. For which, it is important that you use either an email service provider (Mailchimp.com / Constant Contact etc.) or a marketing automation platform (Hubspot, Marketo, Pardot etc.) to segment your email list and create a tailored email automation workflow i.e. a series of emails you will send to your segmented list based on their profile and engagement with your website.

Healthcare marketers need to have the following email automation workflows setup

Monthly / Weekly / Bi-monthly Newsletters

If your audience has subscribed to a newsletter, you need to deliver one! That too, do it with consistency. It is possible to automate newsletters by pulling the content from your blog or other sections of your website (news). You could also have a custom platform where all your newsletter data is fed in manually and your MAP or ESP picks up that data via API or Zapier.

Welcome Email

New subscribers are more likely to open your emails. Sending personalized welcome emails creates a connection with first-timers and builds goodwill. Welcome emails are the starting point to help establish a relationship and build trust.

Your welcome emails might educate subscribers about your value proposition, ask them to tell you more about themselves, and provide resources and helpful information personalized to address their interests.

When a new customer opts-in at RealAge, a welcome email introduces him or her to their services. This email reminds the recipient he hasn’t completed the RealAge test and then offers a library of resources.

Services / Medical Reports related email

Email is a good way to keep your customers informed about their health. You could send appointment reminders or medical reports via email (a link to access the report as opposed to sending out an attachment).

Cloud-based tools such as Practo Ray allow you to configure such email workflows and customize information sent within emails.

Offers / Discounts / Announcement

At times, you might want to announce an offer / seasonal discount available on your services. In such cases, you might want to send out ad-hoc emails to your segmented email list. Make sure that you have a specific time / day slot scheduled for sending out such “once in a blue moon” emailers. Most healthcare service providers would choose to send out these emails on a weekend to get higher open rates and engagement.

Content Marketing for Healthcare Companies

People are going online to access content. While doing so, they search for remedies, diagnosis and other health related information via Search Engines and on Social Media. With digital marketing being centerstage for most healthcare companies, it time for providers to really invest their digital marketing dollars into patient-centric content marketing. Forward-thinking pharma, medical device manufacturers, and hospitals are already investing in content marketing.

What is Content Marketing? It is a strategic marketing approach focused on creating and distributing valuable, relevant and consistent content to attract and retain a clearly-defined audience — and, ultimately, to drive profitable customer action. This means that a healthcare marketer should invest significant time and resources in creating content (videos, infographics, ebooks, patient testimonials etc.) and distributing content (social media marketing & advertising)

Cleveland Clinic and Mayo Clinic are frequently cited as two of the best hospitals in the world, and are widely credited for jumpstarting a revolution in content marketing. Mayo Clinic offers an extensive library of resources for potential patients to help them navigate possible diagnoses and treatment plans, in addition to rich content blog launched in 2009. A few years later, Cleveland Clinic launched Health Hub, now Health Essentials.

Types of content that Healthcare Marketers need to createTypes of content that Healthcare Marketers need to create:

Videos

Videos can achieve multiple objectives – they can improve branding, demonstrate instructions, answer questions, provide customer reviews, and/or entertain your audience. For healthcare brands, the best use of videos is to promote patient stories that inspire others. Alternatively, you could use videos on Instagram / IGTV to take your audience behind the scene.

eBooks and Complete Guides

Ebooks are one of the most common forms of content marketing. These digital books vary widely in length, level of design, and subject matter, but typically follow a narrative from start to finish, have some element of design, and contain educational, informational material.

A simple search for ebooks mayoclinic gives us multiple results.  They even sell eBooks (Kindle version) on Amazon

Webinars

A webinar is an online discussion among participants on a particular topic of interest. As a healthcare marketer you could organise a Webinar that invites medical professionals and discuss around a particular topic

Becker’s Hospital Review regularly conducts free webinars on varied healthcare topics.

Infographics

These are generally long, vertical graphics that include statistics, charts, graphs, and other information. Since healthcare content can get slightly technical (or medical) and boring, it is important to visualize the content in the form of an infographic. Here is one created by the Americal Heart Association that talks about the effects of excessive Sodium on your health & appearance.

eDetailing

E-detailing leverages web, mobile technology and interactive media to enable healthcare professionals learn new alternatives, practices and treatments in an efficient and timely fashion.

E-detailing platforms help pharma companies build a profile for their products and services in the healthcare market. Choosing an e-detailing form that will be right for their particular product, target physician group and country is very important for the future of your company. It can potentially provide physicians with a more convenient means of getting the information they want at a time that suits them.

There are many widely used eDetailer platforms – Proscape, Viseven & Veeva are a few that have got good market acceptance. You need to develop sleek and scientific e-Detailers on these widely used platforms. Fast, easy deployment and better control over sales interactions make Proscape a reliable choice in the market. With a multitude of features, ease of use and industry-specific templates, Viseven is generally the go-to platform for many healthcare facilities and businesses. With a thorough understanding of healthcare industry, Veeva is a globally leading name for its e-Detailing and CLM solutions.

CHAPTER 5

Website Design Guidelines for Healthcare Businesses

A website is your identity in the online space. Most healthcare businesses have a corporate website that provides information on its services. Having a neatly designed website that is optimised for conversions is a great marketing asset for any healthcare company.

Website Design for Healthcare

Setting up a measurement model for your healthcare business

Before we discuss the elements are essential for conversions, we need to understand how you need to measure website performance. You can do so by having in place a measurement model

Step 1: Defining Business Objectives

Before developing a website, it is critical to clearly define the business objectives. For e.g. If you are one fine day asked to build or redesign a website for your company, the first question you must ask the brand manager or the business custodian is “Why must this website exist?” of “What are the 3 most important priorities of the site?”

Some of the business objectives you could have for your healthcare business

  • Build awareness about your health-related services in your locality
  • Educate potential customers about diseases, ailments and remedies
  • Drive appointment booking for your practice or medical facility (customer acquisition)
  • Generate online revenue by selling informational material like eBooks & research papers

Step 2: Identifying goals

Once we have well defined business objectives, it is necessary to translate those business objectives to website goals – which are nothing but strategies that you’ll leverage to accomplish your business objectives. Remember this phrase – “Do x, Increase y / Reduce z” For e.g. for the business objective of driving appointment bookings, you could have an online appointment booking system, a dial-in number to accept bookings, a chat bot or a simply Inquiry form.

Currae.com uses multiple touchpoints for booking appointments including a Chat assistant, WhatsApp chat, a dial-in number and an appointment booking engine (form).

Step 3: Map KPIs for each website goal and set targets

You can’t manage what you can’t measure. You need KPI’s or Key Performance Indicators to measure each website goal that you have. KPI’s are a metric that help you understand how you are doing against your website objectives. For example, one of the KPIs for appointment bookings would be the number of valid incoming calls received on the dial-in number.

Just to recap, here is a sample measurement model for a hospital

Conversion Optimization for Healthcare websites

As a healthcare marketer, your first priority should be to have a website that achieves your business objectives and meets / exceeds the targets that you have.

Here are some of the key elements you need to have on your website to capture leads and convert them to customers

Landing Pages

Landing pages are pages on your website that users come to via directed marketing communication. For e.g. A link via an email or a Search Ad or a click from a web banner takes user to a landing page.

Informational Blog

Your blog goes hand-in-hand with a strong, user-friendly website. With 1 percent of all Google searches related to medical symptoms, and 3.5 billion Google searches, that’s 35 million online medical searches every day. Take advantage of all those searches with rich blog content that provides information on health conditions, answers to questions, quick tips and advice they can get without going to the doctor. Be sure to plan your editorial calendar around health months or other timely topics relevant to your organization.

And don’t forget, people take comfort in reading about other patients who have experienced a treatment, condition or surgery they are facing, so this can help boost your blog’s readership numbers. While you can feature testimonials in various places around your website, your blog is a great place for reading in-depth about another patient’s success. Rather than short clips, blogs are trending toward featuring in-depth patient stories on their journey from diagnosis to recovery.

Navigation (Menu)

You need to clearly define a primary navigation menu for your website. Most people who visit your website use the menu to find information and services that you have to offer. Make sure that you consider the different buyer personas who would visit your website and accordingly decide the titles for each of the menu items. Also, it’s a good design practice to keep menu tabs limited to 4 or 5.

Search

Your website needs an internal search engine that can help users find the information they are looking for. Sometimes, it might be difficult for users to access some content / pages via the navigation menu you have on your website.

Appointment Booking Engine

Today’s consumer is short on time. They prefer convenience over the hassle of waiting for their appointment at a medical clinic. Most people would choose the option of booking an appointment online and then visiting your practice. Having an appointment booking system that talks to your clinic management system is a required feature for any healthcare website.

Resources

The basic tenet of content marketing is to create educational and informative content for your audience. Rather than trying to sell your service, you should build resources for your audience personas. Testimonial & explanatory videos, case studies, complete guides, ebooks, infographics are some of the resources you should provide on your website. Such resources are long-term patient acquisition magnets that require a lot of effort and investment.

Mayo Clinic is a content marketing machine. Look at the volume of resources available on their website!

Finding the clinic

A lot of people who want to visit your clinic / medical practice would search online and find you on maps (Google, Bing or Apple). If they would not find your physical location on maps, they tend to visit your website to get your address & contact information.
While they are on your website, they should be able to get contact details and driving directions to all locations where you have a presence.
Fortis is a multi-specialty, multi-location healthcare business in India. They have created location specific pages on their website and made these accessible via the main menu.

Language

For medical businesses operating in a region that has a multi-lingual audience, we need to make the website accessible to all our audiences. For e.g. In the USA, we need to have English & Spanish as the language choices, whereas in Canada, the website should be available in French & English.

Online Chat

When it comes to medical / healthcare websites, patients prefer anonymity with their conditions / ailments. Hence, they prefer to chat with a customer service representative without providing any personal information.

Online Chat also allows your potential consumers to access a healthcare specialist while they are at office or commuting to work.

 

Now It’s Time to Hear from You

We hope you got a ton of value from the Complete Guide to Healthcare Digital marketing

And now we’d like to hear from you:

Which strategy from this guide are you going to try first? Are you going to leverage local SEO? Or maybe you want to creating some fun content for Social Media.

Either way let us know by leaving a quick comment right now.

Leave a Comment

Contact Us
close slider

Services*
SEOPay Per Click MarketingSocial Media MarketingWebsite Design & DevelopmentPhotographyVideo

Digital Marketing Budget*