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The healthcare industry is changing fast. What used to be a volume-based industry centered around the physician has become a quality-based industry centered around the patient. So how does your healthcare practice adapt and differentiate amongst the competition in your area?
In this blog, we cover the necessity of an effective marketing strategy and ways to approach attracting new patients in addition to retaining the patients you already have.
What is Healthcare Marketing?
Healthcare marketing is a process of strategic outreach and communications designed to attract new healthcare consumers, guide them through their healthcare journey, like cancer, and keep them engaged with the health system.
The best healthcare marketing strategies integrate omnichannel, highly-segmented, and targeted online and offline tactics to drive engagement and accelerate growth, with success measured through specific metrics aligned with key performance indicators and return on investment.
Benefits of Marketing in Healthcare
A targeted, data-driven healthcare marketing strategy is an integral component of sustainable growth in today's consumer-driven, value-based care landscape. Without it, there would be no influx of new patients, and even your loyal patients may slowly drop off.
Marketing shows potential patients that your practice is different from the competition and a much better option overall.
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Drive more qualified leads and generate revenue through brand awareness
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Keep patients engaged with relevant, personalized, and timely outreach throughout their journey
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Retain patients long-term and improve loyalty in your healthcare community
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Evaluate productivity and re-align strategy with comprehensive healthcare data analytics
How to Build a Healthcare Marketing Strategy?
The ever-evolving healthcare landscape can present unfamiliar challenges to even the most seasoned marketers. Marketing teams need to keep up with the latest industry tips and trends to craft an engaging and effective strategy that maximizes their impact on the health system's bottom line.
The rapidly-changing healthcare industry can present unfamiliar marketing challenges and requires focus and agility. It is essential to keep up with the latest industry trends to ensure your healthcare marketing strategy effectively maximizes the bottom line, like NeuroMend Infusion Center and Senderra Specialty Pharmacy.
Often times, outsourcing an experienced marketing firm can help you craft an engaging and effective strategy such as the four primary approaches below:
To learn more about how these solutions are used, download our case study to see how Vested increased NeuroMend Infusion Center's revenue by 62% in two years!
1. Create a Strong Website
A website is now the new front door, and most patients begin engaging with you online before they even get to yours. A high-quality healthcare website helps optimize the patient's user experience, an essential consideration in website design.
Patients want to interact with businesses on their terms, which means you need a healthcare marketing strategy that accounts for the different channels they engage with you, such as your website, social media, and email marketing.
A high-quality website includes having optimized site speeds and a responsive design to ensure search engines look favorably upon your website and provide a smooth patient user experience. This is crucial to help potential patients find your business's website easily.
2. Utilize Search Engine Optimization
Search engine optimization (SEO) is the organic marketing strategy to increase the visibility of your website when patients search for healthcare products or services related to your business in search engines. The better visibility your pages have in search results, the more likely you will attract potential and current patients to your business.
To maximize your website visibility, we recommend these best practices for healthcare SEO:
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Using healthcare keywords and optimal phrases throughout your website
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Creating links pointing back to other pages on your website
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Backlinking to other healthcare sites
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Managing your site index
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Submitting your healthcare website's sitemap to Google via Google Search Console
3. Leverage Marketing Channels
Healthcare marketing should utilize a variety of channels for marketing purposes. Making the most of these channels can be overwhelming; however, Vested can help by using the marketing analytical data to discover the most influential channels that produce the best results for you.
Below are a few channels we believe should be in every healthcare marketing strategy.
Blogging
Healthcare patients tend to search the internet looking for answers to their ailments before ever seeing a physician. Blogging serves as a source of information that provides the solutions your patients are looking for online. The more a patient finds your blog helpful or inspiring, the more likely they are to share that content on their social media, opening up new traffic sources for your site.
Social Media
Healthcare providers, such as Drip IV Therapies, must maintain a social media presence, so patients can learn more about the provider and their culture. Social media is great to post about patient success stories, offer healthcare advice, promote new products or services, host events, and advertise. The goal is to build a community, engage potential and current patients, and communicate your business's value to them.
Email Marketing
Healthcare email marketing can be used in a variety of ways. From onboarding new patients, retaining existing patients with personalized information, and creating awareness amongst potential patients through current patient recommendations and reviews, email marketing is a low-cost opportunity to interact seamlessly with healthcare patients.
4. Request Patient Reviews
Over half of American healthcare patients find reviews to be important when choosing a provider. Patients want to know others have had a good experience with you before entrusting you with their health, making it a crucial part of your healthcare marketing strategy to request reviews from satisfied patients.
Sending automated review surveys through email marketing allows you to feature positive feedback from patients who were satisfied on your website and address those that had negative feedback for retention purposes.
Interested in Learning More?
As a HubSpot Diamond Level Solutions Partner, Vested has helped healthcare businesses of all shapes and sizes to achieve their goals, like NeuroMend, and convert more leads into customers using the power of Inbound Marketing.
Have more questions about how to maximize your healthcare marketing? Let us know. We would love to help your business grow!
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About Vested Marketing
As a certified HubSpot Partner Agency, we not only understand the benefits of using the inbound marketing platform to increase traffic and engagement, improve SEO, generate leads, design effective websites and boost sales, we know how to make it happen.
We are inbound marketing experts, SEO gurus and top-notch website developers.
Our team of Engineers Turned Marketers can help get you noticed - for a more innovative and effective way to reach customers, or provide a more seamless way for companies to find your services. Inbound Marketing has no limit to industry, serving from Crypto & NFT, mining, oil and gas, technology & automation, engineering, technology, construction, healthcare, to industrial & manufacturing.