Print collateral such as brochures and flyers can be effective in specific settings, but digital healthcare marketing is steadily growing, making up 12.6 percent of healthcare ad spend according to a 2016 Kantar study. As such, it’s crucial to employ marketing strategies that gives patients (both existing and potential) the functionalities they want while making it as easy as possible to move them down the marketing funnel.
Your website should be robust and transactional. It’s important to build brand awareness, but that should be just one factor. By providing clear and engaging calls to action along with features personalized to patients based on location, for example, you’re able to give patients everything they need in one convenient place.
Once your site is developed, keeping your patients engaged is crucial. A customer relationship marketing (CRM) strategy can help you do just that by allowing you to reach and nurture patients at every interaction. Whether it’s through social media or email, keeping your patients engaged and aware of your dedication to their needs can lead to more long-term relationships.
Once you redesign or launch your website, you should test and optimize your site, as follows:
There are tools you can — and should — use to support your optimization process: Google Analytics measures performance and helps identify optimization opportunities; Hotjar captures user feedback on webpages to help you gain insight into user behavior to inform test an optimization recommendations; and Google Optimize executes real-time A/B, multivariate, and redirection tests.
Paid search, also known as pay-per-click (PPC) ads, is an effective tool to quickly get your message to those searching for services that you may offer. Most advertisers and businesses use paid search to get their ads higher up on a given search page, but Google Adwords has plenty of beneficial new features beyond PPC ads. Google Optimize is a tool that integrates with AdWords to let users create landing page variants for any campaign, ad group, and keyword combination without the need to code each page. Besides the added simplicity to landing page development, this tool is extremely valuable in measuring performance.
Unlike paid search, search engine optimization uses existing information and content from your website to yield better organic search results. Everything from headlines to keywords can be “scored” in terms of the quality of your site across different variables, and this scoring is taken into account in a search engine’s algorithm (e.g., Google, Bing, etc.). The higher your score within each variable, the better your search engine rank. As you add functionalities or content to your site, you should continue performing SEO to keep your scoring high.
You can find tools to analyze and assess your site’s SEO score for content, website authority, social media, and technical variables, such as page speed. When applied together, you have a higher chance of attracting new patients and moving them through the marketing funnel.
At Movéo, our healthcare clients benefit from data-driven strategies like these to help grow their business.
See how we can help you overcome your digital marketing pain points with a free 60-minute consultation.