Today, when it comes to finding the best hospital, healthcare consumers begin their search online. The latest statistics show that 91% of patients contact a hospital after searching online. And 55% of healthcare consumers click on the first three entries on the first page. Hence, if your hospital name doesn’t appear on the first page you are losing your prospects.
That’s the glory of search engines in this digital age. And it’s an opportunity to promote your hospital online. Let’s see how you can grab it!
The Importance Of A Well Planned Digital Marketing Strategy
If you are a for-profit hospital, your revenue is directly connected to your new patients. To reach these new patients and offer them the best service, you need a well-planned digital marketing strategy.
The foundation of this strategy begins with the following steps:
1. Define Your Objective –
Do you already have a digital presence? If yes, is it as effective as you wish to be? Are you leveraging all the online channels to promote your hospital brand? See where do you stand and what you want to achieve.
2. Audit Your Products And Services –
Conduct an audit of your hospital services and products. This will then help you identify which patients you need to reach.
3. Recognize Your Audience –
Look at your current patients. Find out what makes them choose your hospital services. Based on that and your services, identify which age group, gender, and locations you need to reach.
Now you are ready to build an in-house marketing department. Or you can also choose the best digital marketing company in USA for all-inclusive marketing service. To be precise, for optimal results it is always better to choose the latter. Because they well-versed with the ins and outs of the digital world.
Top 5 Areas To Focus
1. Content Marketing
In 2020, content marketing and educational content is the smartest way to reach new patients. Ensure your website regularly publishes useful content that healthcare seekers are looking for. Approach medical content writers in USA to achieve the results.
This is a long-term yet compelling strategy to build your audience who can later turn into your consumers. For quality and reliability, both textual and video content matters.
Important – A beautiful, interactive website is the key to reach new patients. In 2018, Google improved its search algorithms and decided to show only hospitals with a mobile-friendly website. Thus, if your website cannot appear on a mobile phone, it will be excluded from search results.
2. Local Search Engine Optimisation (SEO)
Local SEO is the most effective and fastest strategy to rank your website first in the search results. While creating content, add your hospital location as the focus keywords. For example, create content around keywords like “best cardiologist in USA.”
Google has rolled out the latest 2019 BERT update to better understand more conversational queries from users. So, it is imperative for healthcare marketers in 2020 to use long-tail versions of a keyword phrase. SEO experts recommend that to optimise your website for BERT, the most important factor is to create meaningful content. Something that patients are looking for.
3. Social Media Marketing (SMM)
Simply put, social media channels are hotspots for digital marketing. Building your quality presence here can quickly grab the attention of millions of prospects that use social media daily. These are best to create brand awareness, offer customer support and discover new partnerships. However, use each channel wisely.
- Facebook is most useful to connect users with local healthcare services
- Linkedin is effective to position yourself as an industry expert or for sharing research
- Pinterest is great for pediatricians, OB-GYN, and nutritionists as it has 80% female audience.
- Instagram can have photos and videos of hospital events, health tips etc.
SMM services in USA can help you streamline such strategies most effectively.
4. Email Marketing
Email marketing is a powerful approach to get in touch with your audience on a personal level. Through customised email marketing you can convert your website visitors into email subscribers. Then you can send newsletters, free downloads like an ebook, or something that adds value directly to their inbox. Unlike social media, email marketing has the best ROI.
5. Consistent Marketing
Digital marketing is not a one-time investment. It has to be a continuous process that improves and updates your hospital’s online presence with the latest trends. It is also important to stay updated with new Google launches As it can significantly impact your online presence and marketing strategy.