Google has become an integral part of our lives, and we frequently seek information on it. According to data, “Google processes approximately 99,000 search queries every second. This translates to 8.5 billion daily searches and approximately 2 trillion global searches annually. The average person conducts between three and four searches each day.”
5% of these are health-related searches, and among the health-related searches, 1% are symptom-related searches.
As a doctor or a hospital, if you are not using the power of digital marketing, then you are losing a chance to serve more patients. However, healthcare marketing is different from other forms of marketing, and we need to be very cautious while disclosing any information (due to privacy concerns).
We have been in healthcare marketing for more than a decade now, and hence, through this blog, we intend to guide you through healthcare marketing strategies to increase your hospital’s reach and attract more patients.
Let’s dive in!
In earlier times, doctors used to get patients by referrals, word-of-mouth recommendations, or Yellow Pages. The healthcare landscape has shifted dramatically.
Patients now turn to online searches for everything from symptom research to finding doctors. They expect comprehensive, accurate information at their fingertips.
To stay competitive, a strong online presence for healthcare providers is essential. A user-friendly website, engaging social media profiles, and positive online reviews significantly influence patient choice. This goes beyond just visibility–it’s about building trust.
By providing valuable health information, sharing patient success stories, and showcasing expertise, healthcare providers can cultivate a positive online reputation that attracts new patients, retains existing ones, and positions them as trusted resources in the digital age.
Marketing in the healthcare sector is not just about promoting services; it’s about connecting with patients and improving their healthcare experience. Here are the main goals of healthcare marketing:
Marketing strategies should foster a two-way communication channel where patients feel heard and supported. This can be achieved through educational content, interactive social media posts, and patient portals, which allow accessible communication with healthcare providers.
Example: Fortis Healthcare – Fortis Healthcare actively engages with its audience by sharing health tips, patient stories, and interactive content. Therefore, it has built a strong social media presence.
Standing out is crucial in a crowded healthcare market. A strong brand helps patients remember and recognize your healthcare practice. Marketing efforts should focus on building a cohesive brand identity across all marketing platforms. This includes consistent messaging, visual branding, and a clear value proposition highlighting what differentiates you from competitors.
Example: Apollo Hospitals – As one of the most recognized healthcare brands in India, Apollo Hospitals uses its social media channels to showcase its services, achievements, and patient testimonials, thereby enhancing its brand visibility.
Ultimately, healthcare marketing aims to convert potential patients into actual patients. This means driving appointments through various marketing channels. Strategies include online booking options, targeted advertising campaigns, and follow-up communication to remind patients of your services. By making it easy for patients to schedule appointments, you can increase your patient base and grow your practice.
Example: Narayana Health—By clearly describing its specialities, doctors, and appointment booking process, Narayana Health effectively uses its online presence to encourage potential patients to schedule consultations. Through social media it tries to raise awareness among the masses for various diseases.
A positive experience is vital in retaining patients and encouraging word-of-mouth referrals. Marketing efforts should focus on understanding and addressing patient needs, from when they first interact with your practice online to their in-person visit and post-visit follow-up. This could involve streamlining the appointment process, providing clear and helpful information, and continually seeking feedback to improve the patient experience.
Example: Manipal Hospitals — Focusing on patient-centric care, Manipal Hospitals uses social media to share helpful health information, answer patient queries, and gather feedback to improve its services.
Trust is a critical factor in healthcare. Patients need to feel confident in the quality and reliability of their care. Healthcare marketing strategies should build trust by showcasing your expertise, sharing patient testimonials, and providing transparent information about your services and qualifications.
Example: Max Healthcare—By regularly posting about its medical expertise, advanced treatments, and success stories, Max Healthcare builds trust and credibility with its audience, positioning itself as a reliable healthcare provider. It also posts patient stories to encourage people to fight against diseases.
By focusing on these critical objectives, healthcare marketing can effectively connect with patients, enhance their experience, and ultimately drive the success of healthcare practices.
A patient-centric website is crucial to healthcare marketing in today’s digital age. A user-friendly and informative website provides patients with the information and resources they need to make informed decisions about their healthcare.
Patient-Centric Website
Content marketing helps to attract patients, build trust, and establish yourself as a thought leader. By creating valuable content, doctors and hospitals can engage with their audience, provide helpful information, and showcase their expertise.
Content Marketing:
Search Engine Optimization (SEO) improves a website’s organic visibility in search engine results pages (SERPs) (without running paid ads). For healthcare providers, SEO is crucial as it ensures that patients searching online for healthcare services can easily find their website.
When patients use search engines like Google to look for doctors, hospitals, or specific medical services, they are likelier to click on the top results. SEO increases the chances of attracting potential patients.
Search Engine Optimization (SEO):
Some basic SEO strategies relevant to healthcare websites include:
Various social media platforms offer healthcare providers a powerful way to connect with patients. These platforms help build brand awareness and promote services. By leveraging these platforms, doctors and hospitals can engage with patients more personally and interactively.
Social Media Marketing:
Social media allows healthcare providers to share health tips, news, and updates about their services, helping to educate and inform patients. It also provides a platform for patients to ask questions and share their experiences, thereby fostering a sense of community and connection.
A consistent and engaging social media presence helps healthcare providers increase visibility and establish their brand identity. Sharing success stories, patient testimonials, and informative content can enhance the reputation of doctors and hospitals, making them more recognizable and trusted in the healthcare community.
Social media is an effective tool for promoting healthcare services and special offers. Providers can use targeted advertising and organic posts to reach potential patients, drive website traffic, and increase appointment bookings. For example, Arnica Skin Care Clinic, uses this pop up ad on their website to attract more customers.
Engaging with patients on social media is crucial for building relationships and trust. Responding promptly to patient inquiries, comments, and messages shows your commitment.
Email marketing is valuable for healthcare providers to nurture patient relationships, share helpful content, and promote appointments or services. It offers a personalized way to communicate with patients, keeping them informed and engaged with your healthcare practice.
Email Marketing:
Compliance with Privacy Regulations: It’s crucial to ensure your email marketing practices comply with privacy regulations like HIPAA (Health Insurance Portability and Accountability Act).
In today’s digital world, online reputation management is essential for healthcare providers. Reviews and ratings influence patient decisions, and an online presence creates a community of patients who trust your services. This helps to attract new patients and solidifies your position as a trusted healthcare resource.
Reputation Management:
Importance of Online Reputation Management:
Strategies for Responding to Patient Reviews:
Launching and tracking a marketing campaign’s performance is crucial. Studying key metrics such as website traffic, leads generated, and appointment bookings can provide valuable insights into the effectiveness of marketing efforts. GrowthPixel delivers data-driven insights to ensure that marketing strategies yield positive results.
