7 Digital Marketing Tactics For Healthcare Businesses

5th March 2019

As part of the healthcare industry, your business is relentlessly looking for new and improved ways of providing the best care to your patients. So why do the majority self-diagnose using the internet?

According to a UK study by Statista, 41% of people said that they use the internet to self-diagnose medical issues every few months or so, another 13% said they self-diagnose every few weeks and collectively 13% said they self-diagnose between every day and every few days.

Symptom checking on Google search engine

Moreover, common reasons for self-diagnosis instead of visiting the doctor are: being unable to get a doctor’s appointment and Google is a better option because their GP wasn’t available quickly enough.

With so many people turning to the internet to answer their medical questions, having a legitimate healthcare provider such as your business online will be beneficial to all involved to ensure there are fewer self-misdiagnoses and more real, valid doctor appointments.

That’s why we have stitched together 7 digital marketing tactics for healthcare businesses:

1. Have an easy to navigate website 

Your website is typically your patients’ first impression of your business, so making sure it performs well is crucial as this can be the deciding factor as to whether someone visits your practice or goes elsewhere.

If your website’s navigation is confusing or unclear, your website visitors may not be able to find everything available to them, ultimately making it more likely for them to look elsewhere for information.

With an easy to navigate website, the user experience will be painless, and visitors will be more inclined to visit your practice as well as use your website for future medical information from a positive experience.

(Related content: 5 Reasons To Invest In a New Website)

2. Have a mobile optimised website

Statistics from Statista show that the share of mobile traffic in 2018 was 52.2%, meaning that more than half of your visitors will be looking at your website on their mobile smartphones.

Making sure your website is mobile optimised for potential patients is vital now more than ever. Being mobile optimised can be very influential as to whether a visitor to your site stays there, looks at the content of your website and enquires with you, or alternatively goes elsewhere due to the poor user experience.

(Related content: Why Is It Important That Your Website Is Mobile-friendly?)

3. Be informative: run a blog with regular content

1% of all Google searches are symptom related, and although 1% may not sound like much, with a total of 3.5 billion Google searches per day, it’s a lot. This means there’s a good chance these searchers can find your healthcare business if you take advantage of this fact and produce quality content such as informative blog posts.

By now, we’ve established that people want information on medical issues before or instead of going to a doctor. They want, need and look for medical information that you have the ability to provide. By providing information in the form of blog posts, this can be your way of putting your foot through the door, and to persuade them that they do need to come to your business.

Including other patients’ in-depth medical experiences can be very influential as it can make the reader feel more connected because after all, people trust people.

4. Send a monthly eNewsletter

An email newsletter is still a fantastic tool, yet it is often overlooked and underestimated.

When users sign up to your newsletter, you already know that they are interested in receiving medical information, and now they only need to check their email inbox when they have any medical questions. To make your newsletter as engaging as possible, it should have a mixture of content including blog posts, images, and videos, with the best picks of your content for that month, personalised to the people in your database.

5. Create educational videos

The use of video in digital marketing strategies has proven to be successful for many industries, likewise for the healthcare industry. Video can be a great way to provide medical information in a more engaging and visual way.

68% of people would rather use a short video to learn about a product or service. A video is easy to digest, in fact videos are processed by the brain 60,000 times faster than text, which is why it’s a great tool to use for educational videos.

Another form of video content that still counts as educational and can be effective in your digital marketing efforts is video testimonials. It gives your healthcare business more credibility and the content is more personal so viewers will feel more connected.

6. Engage with your audience on social media

Being on social media platforms is essential for pretty much any business in any industry (if you want to grow, of course). For the healthcare industry, social media can help you connect and engage with your audience, and it can encourage your audience to engage with you.

People like to share their health issues with others, especially those who have chronic illnesses; 27% of patients comment or post status updates based on health-related experiences. Not only do they like to share their health issues with healthcare businesses, but they also like to connect with other people that have had the same or similar health issues.

By having social media accounts, it makes it easier for people with health issues to engage with your business and to connect with other people with similar health issues all in one place.

(Related content: Which Social Media Platforms Should Your Business Be Present on?)

7. Use SEO correctly

Last but not least, you need to optimise the technical on-page SEO for each page of your website so that your content can become visible on search engines; but without knowing the best up-to-date SEO practices, you could end up with a website with quality content that brings little to no visitors.

SEO (search engine optimisation) is a set of practices used to ensure that your website appears in the search engine results for specific keywords and phrases relevant to your website, for the purpose of increasing the quantity and quality of your website’s traffic through organic search engine results.

Using SEO marketing correctly will make your healthcare business stand out from your competitors. Your website and its content will likely rank higher, meaning that people searching will come across your site and content more easily.

(Related content: What is SEO? How Does it Work?)

Making Your Business Fit & Healthy

We hope this article gave you some good insight into the different tactics you can use to improve your online presence and ensure you can provide the best care for your patients online as well as at your practice.

If you are interested in working with a team of digital experts to help you integrate these tactics into your own digital strategy, contact us here.

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