Your 2021 Guide to Healthcare Technology Marketing

Low conversion rates. High bounce rates. Trickling traffic. All of these may indicate a poor or completely absent digital health marketing plan. Fortunately, these problems can often be fixed with a few simple improvements, and once implemented, your numbers will grow to where they need to be.

To help you get started, we’ll look at:

  • Prioritizing user experience (UX) on your website
  • Implementing SEO best practices 
  • Refining your digital content marketing strategy
  • Incorporating different types of media in your digital marketing plan

Prioritize User Experience (UX) on Your Website

Your website is more than an online billboard for your health business. In many cases, it will serve as the first impression prospective clients have of you. This is why designing your site with user experience in mind is so important. The UX of your site, or lack thereof, can make or break a website, so make sure that yours is responsive to your visitors’ needs.

But what does it mean for a site to be responsive? Responsiveness is your site’s ability to adapt to the device being used by the visitor. You’ll want to make sure that your website is easy to use and navigate whether a visitor is using a desktop computer, smartphone, or tablet, not to mention their different sizes. 

This is especially important when it comes to mobile devices. According to Google:

  • 87% of people use their smartphone as the first resort for questions
  • 70% of smartphone owners research on their phone before making a purchase
  • 92% of people made a related purchase after researching on their smartphone

A site that hasn’t been optimized for mobile can result in a clunky UX and much slower load times for individual pages. Neglecting to optimize for mobile can increase your bounce rate while decreasing your visitors’ time spent on-page. By taking the time to optimize, you’ll increase your chances of retaining visitors as well as their likelihood of converting to customers.

UX and Design Consistency

Optimizing your UX has the added benefit of bringing together the different aspects of your marketing on your site. This helps to establish your brand identity and make you stand out from your competitors, as well as make you more recognizable to your customers and potential customers. 

As you optimize your site, think about various aspects of your overall design and how to implement them across your site. This includes your:

  • Vision statement
  • Logo
  • Colors and fonts
  • Tone
  • Website design

When coordinated together, all of these factors work to make the best overall experience for your visitors. By thoughtfully combining all of these elements, you’ll create the best first impression possible for new visitors as well as returning ones.

Are you interested in learning more about making a good first impression with your website? Read First Impressions Matter: How Design Consistency Drives Growth to learn more!

Implement SEO Best Practices 

If you’re new to the world of digital marketing, or even if you’re a seasoned pro, conversations about search engine optimization (SEO) can feel like speaking another language. However, it’s important that you have some grasp on the topic in order to get the most out of your digital health marketing. SEO is a long-term strategy with the ability to increase your web presence over time. 

It’s easy to get lost in the weeds of SEO, but remember that it really comes down to this: keywords. Google and other search engines use keywords to understand what your website is about. They then use a variety of metrics to run your content against what people are searching to decide how your site ranks. 

To get started, you’ll want to find the keywords being used in your particular industry by patients, physicians, and healthcare professionals. For the most accurate results, use a keyword tool such as SEMrush or Ahrefs. These tools use data and insights which can help you decipher what keywords you think you should focus on compared to what keywords you should actually focus on based on what the data shows your prospects are searching for

From there, begin to use these keywords across your website. Include them in headers, headings, and subtitles. Sprinkle secondary keywords from the related searches at the bottom of the search results throughout the copy of your pages and blogs. All of this will help Google know what your site is about and help searchers find your site.

Want to learn more about going beyond the basics of SEO? Check out Everything Your Healthcare Software Company Needs to Know About SEO in 2021 to learn more!

Refine Your Digital Content Marketing Strategy

Your SEO strategy requires more than stuffing a bunch of keywords onto a webpage—it requires crafting the best content to suit your visitors’ needs. It also means consistently creating new content to help draw visitors down the sales funnel, turn them into leads, and convert them into new customers.

New content creates opportunities to engage with your audience as well as get the attention of Google’s algorithm. Sure, email campaigns and blogs will always be a foundational aspect of your digital content marketing strategy. On the other hand, you should never limit yourself to just email campaigns and blogs. Take the time to learn what your visitors like and curate content they’ll find appealing.

You can draw someone to or even back to your site by including a CTA at the end of a newsletter they signed up for in the past. Simply link to recent blogs or social media posts that they may find engaging. If you’re a healthcare SaaS company, you can include an offer for a free trial of your software to let them know what they’re missing without you in their lives.

You can also draw visitors further down the sales funnel directly on your site. Chatbots are a great tool to accomplish this since they create a personalized experience for visitors based on frequently asked questions. Take some time to create quick, thoughtful answers to questions visitors may have to increase your conversions.

Do you need help developing a strategic marketing plan? Contact us today to learn how Baker can help you achieve your business goals!

Incorporate Different Types of Media

Digital content marketers have long known that text alone won’t keep people from bouncing. That’s why they use images, infographics, and anything else that may hold a visitor’s attention for a few seconds longer. However, one thing that has changed recently is the prominence of video.

Video isn’t new for digital marketing, but HubSpot recently noted that it’s become the primary form of content marketing. They also found that:

  • 87% of marketers believe their web traffic has increased thanks to video
  • 80% of marketers claim that video has increased their sales
  • Marketers prefer video for brand storytelling and promotions

Implementing video into your digital marketing strategy is simpler than you may think. Consider video for ask-me-anything (AMA) sessions, FAQ videos, and how-tos. For larger projects, such as promotions and brand storytelling, consider hiring a videographer for high-quality results. Use these videos throughout your marketing, including blogs and social media.

Are you tired of low traffic and conversions? Contact us today to learn how we can jumpstart your digital health marketing strategy!

Healthcare Technology Marketing

​​Your website is your chance to make a first impression, so make sure it’s designed with UX in mind. You should also take some time to develop SEO best practices to keep your team on track as you create new content. Content should be crafted to delight visitors and bring them back for more. Include video in your content easily with AMA, FAQs, and how-tos.
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.