When we think of how far the healthcare industry has come from since yesteryear, it’s made terrific strides in advancing treatment.
A large influence of this has come from use of technology which has helped to revolutionise the industry and improve care for patients.
Not only has it influenced the industry directly, but it has also changed the way users find their medical services which healthcare businesses have had to adapt to in order to attract the patients they need to operate.
Healthcare is an extremely competitive industry, which has made the use of digital marketing more important than ever.
There should be specific strategies that you should be considering in order for patients to find your business online and help them choose you for their needs.
Let’s take a look at 4, in particular, that you should definitely be considering for your business.
1. Pay-per-click (PPC) marketing specific to healthcare terms
Google is the leader in search engine practice. It’s understood to generate around 3.5 billion searches a day from users that use the website.
This is massive and strongly indicates that users will refer to search engine providers when looking for information, service or products.
The same can also be said for those looking for medical treatment. If they’re unsure if there are practices local to them, they’ll head to search engines to find the best and most convenient service. This is why you need to make sure that you’re part of the search presence.
For immediate success on search engines, you can invest some of your money into PPC advertising.
It can bring results straight away because your website will show towards the top of search engines when users search for a related term relevant to your services.
As an example, you may be a medical practice that specialises in cosmetic surgery.
If a user was to search for something like “breast reduction manchester” to find a practice that conducts this type of surgery, by targeting this keyword in your PPC campaign, your website will appear towards the top of the search engine and make you more noticeable.
2. Organic search optimisation
Alternatively, if you perhaps don’t have the budget at the beginning of your business journey you can also utilise a search engine optimisation (SEO) marketing campaign. This works similarly, but without so much investment.
You need to bear in mind that the results for search engine optimisation are nowhere near as quick as PPC marketing.
SEO requires you to make manual changes to your website that meet the ranking factors which Google provides to rank your website higher in search engines for specific keyword terms.
By optimising your website for specific keyword search terms related to your business, you can have a better chance of ranking well in search engine results pages.
As mentioned above, SEO is considered a long term strategy and it will take a few months before you begin to see the results from your optimisations.
3. Social media marketing to increase brand awareness
When we think of the healthcare industry, social media may not necessarily be the first digital marketing strategy that comes to mind to consider.
However, many healthcare professionals are utilising social media platforms to increase their brand awareness and attract more patients to their website.
In fact, in business in general, many if not all businesses now have a social media presence. Some social media platforms include Facebook, Instagram, Pinterest and Twitter.
To ensure you’re making the most of social media, it’s important to create a healthcare social media marketing plan for your business.
It can help to increase awareness and increase the number of users that use your brand. It can also be a great way to re-engage your existing users and make them more aware of your services.
4. Creating an easy to navigate website
Without an easy to navigate the website, the marketing strategies mentioned above would be practically useless.
Your website is where users will be able to find out more information about you and what you do but most importantly, it’ll be the place where they’re most likely to make an enquiry about your services and contact you.
This is why it’s important that your website is user-friendly and easy to use for your users. It should be clear and concise and easy for your users to understand.
Ensure that the content you have on there is well-written, easy to read and provides enough information that will convince your users to use your services.