A healthcare marketing strategy is an investment. You may have to hire outside help and plan for a larger budget than you have in the past. To help you along, we provided our top 15 items to include with any well-planned healthcare marketing strategy. You might feel confident your expertise sets you apart from other practices or hospitals. You need to figure out what your brand is all about. Is it the way you treat patients? Your family-friendly office?
A spa-like environment? It may take time to figure out what works for your brand. But eventually, your healthcare marketing strategy comes together smoothly because you learn how best to represent your brand with any marketing materials. A decade ago, simply having a website was enough to impress prospective patients and help them find your brand. If someone were to land on any page of your site, would they know your location and primary services in about seconds?
Would they be able to contact the right person quickly? Do the imagery and wording represent your average patient? User experience is an important consideration in website design. But sometimes, designers are so focused on making the website look good, they forget to focus on the patient experience. We often find that websites need to be completely redone.
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A responsive website is one that automatically adjusts to the size of a screen, so the experience is the same whether the site is accessed on a computer, tablet, or mobile device. Google cares about the user experience, and it will prioritize competitors who have a site optimized for mobile. In general, responsive sites work best for the mobile experience. But even if you currently have a responsive site, you should check that the content and imagery continues to load properly on mobile devices.
Marketers who study user behaviors online have proven that patients today are less willing to put up with slow loading times than ever before. It only takes 5 seconds to lose a prospective patient who decides to navigate elsewhere thanks to your slow site. If load times are slow, speak to your web developer about ways to speed it up. Search engine optimization is a powerful tool for getting your practice or hospital to the top of the search engines. A large part of SEO involves using the right keywords so that Google can crawl your site and make sure you rank for the proper terms.
But it also means using those terms naturally throughout your content, as Google cares about readability first and foremost. And this is only the beginning of best practices for SEO, which also include:. Pay-per-click advertisements appear first in the search results.
Search engine optimization is an organic way to make a practice or hospital more visible online. These are pay-per-click advertisements , paid advertisements that are laser-targeted to appear first for a set of search terms. Your return on investment is clear and defined with both PPC ads and display ads that appear on the sidebar or top of other websites.
Like PPC and display advertising, it involves strategizing and budgeting to target the audience you want. Typically, patients only leave reviews when they are motivated to do so, or if they had an above average or extremely poor experience. Unless you ask for reviews, you miss an opportunity to feature positive feedback from patients who were satisfied with their visit. High scores automate a follow-up email asking the patient to leave a review on their site.
5 Strategies for Successful Health and Wellness Marketing
Those positive reviews show up directly on your website and can potentially counteract any negative reviews left elsewhere online. Poor scores allow the practice or hospital a chance to ask the patient to elaborate and, hopefully, reach out and resolve the issue. What you can do, however, is follow up with any patient feedback and show that you are working on the problem. Sites like Yelp allow you to respond to patient feedback directly.
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