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Digital marketing in healthcare is an impactful approach that can prove to be a game-changer for medical practitioners. From attracting, acquiring & retaining patients to boosting your bottom line, its advantages are manifold. Given the prevalent consumer-driven era that we live in, healthcare providers are required to shift the way they promote their organizations/services for maximum exposure and patient engagement. How can digital marketing in healthcare optimize your conversions, let’s find out.
Table of Contents
What Is Digital Healthcare Marketing?
In simple terms, healthcare digital marketing can be defined as a set of strategies, tactics, and approaches leveraged by healthcare marketers to promote their services and attract, retain, engage, and persuade existing or potential patients effectively. And all of this is made possible with digital healthcare marketing strategies, by efficiently targeting a range of communication channels including search engines, emails, websites, and social media platforms like Facebook, Instagram, Twitter, etc.
Why Is Digital Marketing Important for the Healthcare Industry?
With our surroundings becoming more and more digital-oriented, healthcare consumers are more in control & possess the ability to select the finest healthcare experience based on their online interactions. Keeping this in mind, healthcare professionals, hospitals, or clinics that fail to adhere to emerging healthcare marketing trends & strategies are at a high risk of falling behind in such a competitive healthcare landscape. This is followed by a declined ROI, decreased online visibility, and limited growth. Be that as it may, adapting the strategies for digital marketing in healthcare is the only way out of this data-driven labyrinth.
The Impact of Digital Marketing in Healthcare on Conversions
Whether it’s during online interactions or in-person, user experience is one of the most important factors for successful conversions, something that can only be achieved by properly utilizing digital healthcare marketing strategies.
These strategies also enhance your brand awareness, improve field authority, and increase efficiency in marketing campaigns leading to optimized patient journeys & consistent business growth, all of which ensure increased conversion rates and successful conversion goals for your healthcare practice.
Here’s a glimpse of the benefits of digital marketing for the healthcare industry:
- Expand your reach beyond borders
- Establish meaningful and timely communication with your patients/target audience
- Deliver real-time healthcare information and address patient concerns
- Provide patients with convenient access to healthcare resources
- Promote your practice,
organization, or services - Utilize data-driven insights to modify your strategies
- Measure the impact of your marketing efforts
- Improve patient care & reduce cost per acquisition (CPA)
- Boost your conversion rate
Top Healthcare Digital Marketing Strategies for Optimized Conversions
Staying compliant, adhering to the top trends, and strategizing a killer marketing strategy for your medical practice can be a daunting task especially given that your top priority is taking care of your patients. And not to forget, failure to comply with healthcare marketing regulations can result in legal repercussions.
In a scenario like such, hiring a professional healthcare marketing agency, that is aware of HIPPA regulations is your only door if you want to optimize your practice for maximum conversions. And while it may seem like it’s quite an investment, remember that a consistently growing bottom line is worth the dime!
With over 10 years of experience serving numerous healthcare entities, Marketing Wind has compiled a list of digital healthcare marketing strategies that proved to be successful in bringing in new leads and generating a hefty revenue, take a look!
Reach More Patients with SEO & Local SEO (Search Engine Optimization)
According to a survey, 89% of the population turns to Dr. Google for medical assistance before consulting an actual doctor. This means a strategic approach to search engine optimization & Local SEO can help you reach and attract a lot of new patients, in your locality & overall. Along with improving your ranks, search engine optimization can actually improve the quality & quantity of organic traffic that you receive.
Drive Engagement with Social Media Marketing
As of 2023, 302.35 million people in the USA actively use social media platforms. Luckily, given the latest advancements in social media marketing tools, leveraging targeted advertisements for a desired audience, based on their specific interests is now possible.
Moreover, using bite-sized engaging & informative content in posts, or sharing patient stories & interactive features can help build trust, credibility, and a sense of connection with the audience.
All this increases the likelihood of conversions as followers become more interested in your services and are motivated to take action.
- Website Clicks (Directing users to your website or landing page)
- Lead Generation (Users providing their contact information)
- App Installs (Downloading/installing a mobile application)
- Video Views
- Content Downloads (Ebooks
, whitepapers, infograph - ics, etc.)
- Social Engagement (Comment, share, retweets, etc.)
- Email Subscriptions (signing up for an email newsletter or subscriptions)
- Event Registrations: When users register for webinars, workshops, or other events promoted on social media.
- Sales Conversions (Direct purchase through a social media platform)
- Increased Social Media Followers/Fans (likes/follows, etc.)
Make Your Mark with Content Marketing
Content marketing comprised of high-quality, informative content based on patients’ needs and concerns can effectively optimize conversions by providing valuable resources and educational materials. This not only demonstrates a commitment to patient care but also establishes your organization as a go-to resource, ultimately leading to increased patient conversions.
To ensure maximum engagement, you can develop informative and engaging content that addresses common health concerns, provides helpful tips, and showcases the expertise and services offered by your medical organization in the form of blog posts, power pages, articles, videos, podcasts, infographics, etc.
Top Content Marketing Practice That Work:
- Understand the needs, preferences, and pain points of your target patient demographic to create content that resonates with them
- Focus on providing valuable information that establishes your expertise and builds trust
- Conduct keyword research and optimize your content with relevant high-volume keywords, meta tags, and headers to improve visibility and attract organic traffic.
- Include clear and compelling CTAs within your content. (Scheduling an appointment, signing up for a newsletter, downloading a resource, contacting your practice, etc.)
- Collect email addresses from interested visitors. (Leverage these emails for regular newsletters, updates, or personalized content, that strengthens trust & loyalty.)
- Promote your content on social media platforms to reach a wider audience.
- Track the performance of your content marketing efforts using analytics tools. (Website traffic, engagement rates, conversion rates, bounce rates, etc.)
Healthcare Digital Marketing: Leverage Email Marketing
With a vast potential audience of 4.1 billion active email users globally, email marketing remains a lucrative avenue offering an impressive average return on investment (ROI) of up to $36 for every $1 spent.
Email marketing is a powerful tool in the hands of healthcare marketers that can amp up conversions if used rightly. You can start by breaking down your email list into smaller, targeted groups based on demographics, interests, or specific medical conditions. That way, you can whip up personalized content that really speaks to each recipient.
Then, jazz up your emails with attention-grabbing subject lines, clear and relevant content, and compelling calls-to-action that nudge people toward conversion, and make sure these emails are optimized for mobile devices, ensuring a smooth user experience.
To top it off, get crafty with A/B testing, and try out different approaches to find what clicks. (Automation, drip campaigns, reminders such as abandoned cart reminders, appointment reminders, or follow-ups) And here’s the kicker, you can analyze your email metrics to fine-tune your strategy and serve up even better campaigns in the future.
Target Your Target Audience with PPC
According to a healthcare conversion benchmark report by Ruler Analytics, Paid Search has an average conversion rate of 5.1%. PPC in digital marketing for healthcare is like a conversion-boosting tool for marketers. With targeted ads and carefully chosen keywords, pay-per-clicks can reel in the perfect audience right to your websites. By crafting compelling ad copy and creating user-friendly landing pages, you can make sure visitors stick around and take action. And the best part? As a healthcare marketer, you can track and analyze your campaigns to keep fine-tuning your PPC strategy for even better results.
Perform Conversion Rate Optimizations
According to Gitnux, companies are spending an average of $2,000 a month on CRO tools with an average ROI of 223%, and the global CRO software market is projected to reach $1,932 million by 2026. That said, CRO acts as a fine-tuning masterpiece, constantly improving and maximizing the effectiveness of the website or landing page.
Conversion rate optimization is all about analyzing and optimizing different elements of your landing page & website, from the design and layout to the content, forms, and calls-to-action, everything is meant to boost your conversions. Additionally, you can try out different approaches and make data-driven changes to create an irresistible user experience with A/B testing and encourage visitors to take desired actions, like scheduling appointments or signing up for newsletters, etc.
RELATED: 7 Reasons Why CRO Marketing Can Boost Your Conversions
Leverage Insights with Web Analytics
Web analytics basically acts like a backstage pass to your website to see what’s working and what can be improved! It is another amazing addition to your digital healthcare marketing strategy as it aids more conversions. Furthermore, healthcare marketers can leverage these valuable insights about user behavior and website performance to make informed decisions to optimize both their websites & landing pages to ensure maximum conversions.
Takeaway – The Impact of Digital Marketing in Healthcare for Optimized Conversions
The impact of digital marketing in the healthcare industry is astounding, and it has without a doubt revolutionized the way healthcare marketers reach out to & engage their target audiences. Adhering to the above-mentioned healthcare marketing strategies, you can elevate your marketing efforts, foster meaningful connections, and ultimately improve patient outcomes.
Need a hand developing a result-driven healthcare marketing strategy? Book an appointment with one of our experts today!
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