Healthcare professionals are constantly grappling with cost-per-acquisition. The amount of money it takes to reach one new patient can easily exceed hundreds of dollars. Healthcare digital marketing services have the potential to cut the cost per acquisition by over 50%. In contrast, traditional media channels like television and print press can cost upwards of $300 per patient acquisition. As such, medical professionals must be wary of their investment in local healthcare SEO.
9 Reasons Why You Should Be Using SEO For The Healthcare Industry
1. Stay Ahead Of The Competition
As the population grows older, healthcare facilities are trying to find new ways to provide high-quality care and stay competitive. Without a solid healthcare SEO strategy, they can get lost in the online noise. Healthcare facilities should set specific goals and use multiple marketing channels to stay ahead of the competition. The biggest challenge for healthcare marketing is convincing doctors that they must be more than just a billboard. The Weinbach Group recommends using search advertising and an excellent website to increase awareness of and drive new patients to your practice.
2. Fulfill Patient’s Specific Needs
Healthcare marketers must distinguish their target market from the general public, which is a whole different beast. They must appeal to desirable clients while avoiding economic debtors. They must shift from mass marketing to more targeted marketing, from image marketing to service marketing, and from one-size-fits-all to personalized, long-term relationships. They must also avoid ignoring market intelligence. To survive the challenges of the now and of the future, digital marketers must develop a unique healthcare SEO strategy that meets the specific needs of their target demographics.
3. Maintain HIPAA Compliance
Regulatory issues are one of the biggest challenges facing healthcare digital marketing companies. Healthcare is regulated by HIPAA, which is a complicated set of laws that govern its sales cycle and the delivery of patient care. Healthcare marketing must be fully compliant with HIPAA regulations while building a connection with patients. Furthermore, the healthcare industry has a reputation for being inscrutable and difficult to reach. In order to overcome these hurdles, healthcare marketers must learn to navigate the complex world of HIPAA.
Healthcare marketers face an array of challenges when it comes to digital marketing. HIPAA requires consent from patients and prevents them from retargeting past website visitors. However, if healthcare marketers follow the rules set by HIPAA, they can use Facebook ad retargeting to target patients who may be interested in a particular product. Fortunately, there are innovative ways to overcome these obstacles and leverage these innovations to create a successful healthcare SEO strategy.
4. Boost Return On Investment (ROI)
Healthcare organizations are spending large sums of money on technology in today’s world. According to the Digital Health Investment Council, $18 billion has been invested in digital health technologies in the last six years. Healthcare digital marketing aims to improve the patient experience while reducing operational costs and increasing return on investments. Healthcare marketers must adapt to this new paradigm to meet the needs of their patients and maximize the value of their marketing efforts. If they do, they will be better positioned to make informed decisions.
5. Leverage The Right Search Phrases
A common mistake that can result in a hefty fine is using inappropriate language in digital marketing for healthcare. Medical consumers want to find information and reviews on healthcare facilities through a single source. They prefer content about heart surgery or a heart attack on a hospital website. Using patient-friendly language is crucial for success. Even though medical professionals might use terms like “cardiovascular” and “cardiac surgery,” a patient is likely to search for specific words or phrases.
6. Increase Marketing Cost-Effectiveness
Healthcare digital marketing services are designed to balance responsible cost reduction with revenue growth. While most hospitals struggle with the high cost of digital marketing, others are able to reap the benefits of this new trend. One example of an organization that has benefited from this new trend is Ascension Health. Over the past five years, the organization has more than doubled its digital marketing budget. Its chief marketing officer says that the digital vs. traditional marketing split is likely to reach 50/50 in the coming years.
A good healthcare SEO strategy can help you generate more customers, generate more revenue, and improve patient care at the same time. Cost-effectiveness analysis measures the success of healthcare marketing interventions. One method is a healthcare-specific cost model. This model considers a range of factors, including results and cost. If you want to measure the effectiveness of your marketing campaign, make sure to measure the cost-effectiveness ratio (CEF) of your digital advertising. It is crucial to balance results and costs to achieve the best possible outcome.
7. Maintain Your Online Reputation
Branding is an integral part of any medical practice. While patients may not remember your products or services, they will most likely associate your practice with care. Even small mistakes can give patients the wrong impression, which can be detrimental to your reputation. In fact, it can take years to establish a good brand. The Warren Buffett quote “It takes 20 years to build a reputation, and five minutes to ruin it” rings especially true in the medical field. The cost of digital marketing for healthcare will pay off over time. A good online reputation will result in more new patient appointments. This is one of the best ways to increase the number of new patients.
8. Maximize Leads Generation & Conversion
A healthcare digital marketing agency should provide quality leads to businesses. They should be accessible 24/7 and provide valuable information and user experience for patients. Since the costs and return on investment are highly dependent on the market and field in which you operate, a successful campaign is one that can maximize conversions at the lowest possible price. With these metrics, you can track the effectiveness of your marketing campaigns. That way, you can adjust your strategies to deliver the best results for the lowest possible price.
9. Utilize Targeted Paid Social Ads
While many hospitals use Facebook as their primary social media platform, only 20% use Twitter. The next two most popular social networks are YouTube and Instagram. 80% of healthcare organizations use Google AdWords, which allows advertisers to post ads on search results pages. Another benefit of social media ads is that they are displayed to audiences who are most likely to be interested in what the hospital has to offer. In addition to increasing conversion rates, healthcare digital marketing companies can also improve cost efficiency by only showing ads to likely patients.
Conclusion
Healthcare digital marketing has many benefits. It helps reduce the cost of hiring a full-time employee and adds a layer of trust to the healthcare local SEO campaign. A dedicated agency will also have pay-per-click specialists who are familiar with PPC strategies. You can even request a free digital audit to see how effective your advertising is. In the end, the investment in digital marketing for healthcare will pay off, and the benefits are priceless.
AUTHOR BIO
Maggie Simmons writes insanely helpful marketing insights. She works as a Marketing Manager at Max Effect Marketing, a leading digital agency located in Denver, Colorado.
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