As a marketer, you’re always looking for ways to improve your healthcare digital marketing strategy. Unfortunately, the internet is full of quick-fix solutions that never truly address the problems that you’re facing. To help you get back on track, we’re sharing our seven proven ways to improve your healthcare digital marketing strategy.
To see lasting improvements in your strategy, make sure to:
- Perform competitor research
- Develop buyer personas
- Create compelling content
- Optimize your site and content for search engines
- Launch a pay-per-click advertising campaign
- Design landing pages
- Follow up with your customers
1. Perform Competitor Research
Researching your competitors is a great way to learn what they are doing, what’s working, and why it works. On the other hand, you can analyze your competitors to learn what you can be doing differently. This helps you stand out in the crowded healthcare industry.
As Whitney Cole points out for LinkedIn, this can be as simple as using different wording for a common health marketing phrase such as “patient engagement.” A change in terminology can let visitors know that you’re not copying what everyone else is doing.
2. Develop Buyer Personas
With such a hyper-competitive environment, you need a way to stand out and speak directly to your target audience. Content for everyone ends up attracting no one, so being strategic can help your target audience find you. Buyer personas have become a cornerstone of digital marketing because they help do precisely that by tailoring your message just for them.
Put simply, a buyer persona is a composite of your ideal customer. They’re based on research about your audience such as:
- Demographics
- Goals
- Pain points
With this information, your marketing team can create messaging on how your healthcare company is the solution. This gradually turns visitors into qualified leads who can be converted into patients or customers.
Click here to read our blog where we explore how buyer personas can help you convert more leads with your healthcare digital marketing strategy!
3. Create Compelling Content
Content creation helps bridge the gap between potential patients or customers visiting your site and then returning again and again. Educational content in the form of a blog post, video, or downloadable case study lets visitors learn more about your healthcare services or products for free.
Compelling content is the bedrock for communicating your core marketing message and value proposition. It also acts as a lead generation tool, setting your healthcare business up as an authority visitors can come to for information and solutions.
To read our blog on the variety of ways compelling content can help your healthcare company, click here!
4. Optimize Your Site and Content for Search Engines
Take your website and content to the next level with SEO. Short for search engine optimization, SEO is the process of improving your website’s visibility on search engines such as Google and Bing. This makes your site easier to find online.
There are literally hundreds of ways to improve your site’s SEO, so it’s best to start out small. This includes using keywords across your site and content that your personas are searching for. You should also optimize your site for UX (user experience), such as being mobile-friendly and having fast load times.
Click here to read our blog about how SEO can be used in video content, as well!
5. Launch a Pay-Per-Click Advertising Campaign
SEO is a long-term strategy that’s worth the effort it requires. However, you may need faster results to get the ball rolling on your digital healthcare marketing strategy. With pay-per-click advertising (PPC), you can reach people through search engines and your socials who may have otherwise never heard of your company.
Keep in mind that SEO and PPC are not competing marketing strategies. Instead, they complement each other by helping you achieve your long-term and short-term goals. PPC marketing campaigns are ideal for increasing brand awareness as well as retargeting people who visited your site without making a purchase.
6. Design Landing Pages
A landing page is a standalone web page visitors “land on” when they click an ad, email, or another type of link. They can serve a number of purposes, such as:
- Highlighting a specific product or service
- Offering a promo code
- Inviting visitors to sign up for your email newsletter
What makes landing pages unique is that they lack many of the distracting elements your main site may have. The absence of dropdown menus, search boxes, and other elements helps visitors focus on one key point and perform the desired action.
7. Follow Up With Your Customers
A patient visit or sale shouldn’t be the end of the relationship with your customer. Instead, follow up with them to learn about their experience with your healthcare service or product. This will help them feel heard and appreciated, as well as increase the chance of another sale.
Follow-ups like these can work in a variety of ways. For a personal touch, have one of your team members reach out to them personally by phone. You can also automate your outreach with emails, scheduling them intermittently to see how they’re doing over time.
Improve Your Healthcare Digital Marketing Strategy with Baker Marketing
These tips may seem easy enough, but keeping track of them and consistently moving forward can be more than you bargained for. That’s not to mention constantly reviewing and tweaking your strategy so that you get the best results possible.
That’s why you should partner with Baker Marketing. We have over a decade of experience helping clients develop a healthcare marketing strategy that works. At Baker, we’re more than a marketing vendor — we’re your guide and partner for reaching your goals in the digital world.
Are you looking for a digital marketing partner for your healthcare business? Schedule a call with our team of marketing experts today for a free 30-minute strategy consultation!
Start improving your healthcare digital marketing strategy by performing competitor research to see what they’re doing and what you can do differently. Next, create buyer personas and content tailored for them. Boost content and your website as a whole with SEO for long-term growth while launching a PPC campaign for short-term gains. Design landing pages for specific goals such as promoting a specific product or inviting visitors to join your email newsletter. You should also follow up with customers to help foster an ongoing relationship with them.
Baker Marketing Laboratory has spent years helping healthcare businesses find their footing in the digital world. Through a combination of inbound digital marketing and powerful messaging strategies, we help you craft a marketing campaign that resonates with your ideal customer. Contact us today to schedule a call and learn the difference we can make for your business.
