Stepping Beyond their Clinics: Learnings From Top Healthcare Sites

A robust online presence is essential for any healthcare business in the modern digital era. It can make the difference between attracting a steady stream of new patients and losing them to rivals. With more and more patients turning to the internet to find healthcare information and services, free marketing tools available, implementing the best healthcare marketing strategies might not remain a matter of choice any more. And there are more reasons to support this perspective.

Healthcare businesses can benefit from having a strong online presence, as it enables them to communicate with a larger audience, build patient trust and confidence, and facilitate communication with patients through social media. Additionally, a good internet presence can help healthcare businesses maintain their competitiveness by offering patients more options for healthcare services, and setting themselves apart from rivals.

And no, I am not just talking about building a beautiful website and sharing festive greetings on social media platforms. Today’s healthcare companies need to do a lot more to be able to grow their clientele. So here I am sharing a number of tactics healthcare businesses can use to establish a great online presence. These consist of:

• Creating a user-friendly website with helpful content for patients and testimonials from actual patients.
• Using social media channels and sharing interesting content to connect with and interact with patients.
• Using blogs to reach a larger audience and draw in new patients, such as guest posts and case studies.
• Putting SEO (search engine optimization) into practise to make their website more visible and search engine friendly.

Through this article, I will stress upon the significance of having a strong online presence, as well as maintaining competitiveness in the healthcare market, promoting patient engagement and communication, and establishing trust and credibility with patients. I will share share a comparative analysis of two of the world’s biggest healthcare websites as a case study.

Healthcare Marketing Strategies Start With Websites

For healthcare institutions to establish a strong online presence, having a website that is simple to use and offers consumers meaningful information is essential. Because people frequently use the internet to look for healthcare-related information and services, and a complex or challenging-to-use website can rapidly drive them away. The following pointers should be taken into account by healthcare institutions when building user-friendly websites:

• Employ simple, straightforward language: Patients may find medical terminology complicated, so it’s crucial to utilise simple, easy-to-understand language on the website. Use plain language that patients may understand instead of medical jargon or difficult words.

• Put critical information on the site so that patients can easily and quickly find what they need. Provide information on the homepage about the organization’s location, services provided, and contact details.

• Employ readable fonts and colours: The website’s font and colour selections can have a significant impact on readability. Choose eye-friendly colours and choose fonts that are simple to read.

• Including patient evaluations and testimonials: They might help to establish credibility and trust with potential patients. This being included on the website can also give patients insightful information about the calibre of care the company offers.

• Make the website responsive to mobile devices because more and more patients are using their mobile devices to look up healthcare resources and providers. It’s crucial to design a mobile-friendly, screen-optimized version of the website to make sure that all patients can access it.

These pointers can help healthcare businesses develop a user-friendly website that gives patients the knowledge they require while also fostering credibility and confidence. Also, a well-designed website can aid in patient engagement, healthcare personnel recruitment, and commercial expansion for the company.

Engaging Social Media Marketing, The Next Logical Step

Today all healthcare organisations have access to effective social media channels that help can them connect with and engage their patients. In fact, leading healthcare brands are now connecting with patients in a way that was not previously conceivable because to the capacity to generate and share material in real-time. The most well-liked social media channels that healthcare companies can utilise to connect and interact with patients are as follows:

• Facebook: One of the most well-known social media sites in the world, Facebook has over 2 billion active members. Organizations in the healthcare industry can use Facebook to highlight their services, post updates on new procedures and equipment, and interact with patients through comments and private messages.

• Twitter: Tweets are a terrific way to provide breaking news and fast updates. Healthcare organisations can use Twitter to interact with other healthcare professionals, distribute links to blog entries and news stories, and answer to patient concerns.

• Instagram: Instagram is a photo- and video-sharing app with a strong visual focus. Healthcare businesses can use Instagram to highlight patient success stories, promote healthy lifestyles, and share images of their facilities and staff.

• LinkedIn: For healthcare organisations wishing to connect with other healthcare professionals, LinkedIn is a great professional networking site. Use LinkedIn to connect with other healthcare firms, share job openings, and participate in industry discussions.

The following pointers should be taken into account by healthcare institutions when developing a social media strategy:

• Determine the target audience: Prior to publishing content on social media, it is crucial to determine the audience. This will make it easier to guarantee that the information is interesting and pertinent to the target audience.

• Provide engaging content: Healthcare organisations should produce engaging material that is both fascinating and pertinent to patients. Sharing patient success stories, offering health advice, and showcasing cutting-edge medical procedures are a few examples of how to do this.

• Use visual content: Images and videos play a crucial role in capturing patients’ interest and enhancing engagement. Consider leveraging the power of an online video editor to seamlessly create compelling visual content for your medical practice.

• Be responsive: On social media, patients demand prompt responses, so healthcare institutions should be ready to address questions and remarks as soon as they are made.

Healthcare businesses can connect with and engage with patients in fresh and relevant ways by utilising social media channels and producing interesting content. This may serve to increase the organization’s credibility and patient confidence, draw in new clients, and expand its clientele.

Massive Organic Source Of Patients, Search Engines

The process of increasing a website’s visibility and rating in search engine results pages is known as search engine optimization (SEO). This is accomplished by optimising various website components, like as the content and structure, to increase the likelihood that it will show up at the top of the search results when a user types in a relevant term or phrase. And healthcare firms should invest in SEO since it will make it easier for patients to find their website. Because patients frequently begin their internet searches for healthcare information or services with a search engine like Google. So healthcare businesses can boost the likelihood that their website will show up at the top of search results by optimising it for search engines. This can result in more traffic and new patients. To optimize a website for search engines, healthcare organizations should consider the following tips:

• Employ pertinent keywords: People use words and phrases called “keywords” to find information online. Healthcare firms should decide which keywords best describe their offerings and then incorporate them into the website’s content and meta tags.

• Improve the website’s architecture: A website’s architecture can significantly affect how visible it is in search engine rankings. Healthcare firms should make sure that the website’s structure is logical, with distinct sections and subcategories that are easy to explore.

• Produce high-quality content: Search engines give preference to high-quality, user-relevant material. Healthcare organisations should produce material that addresses patients’ inquiries while also being educational and interesting. Yes, compelling material created by people still comes out on top despite AI content generators. Why? Because search algorithms favour them!

• Utilize both internal and external links: Internal links can enhance the website’s structure and navigation, but external links can help the website build its authority and credibility.

Healthcare firms may increase their website’s exposure and draw in more patients by putting SEO best practises into effect. This could boost the organization’s revenue and raise the standard of patient care overall.

Top Marketing Tools For Healthcare Businesses

The ideas covered in this blog article can be implemented by healthcare organisations with the use of a variety of technologies and software. Sharing some of the common tools and software we use, and there are many others:

• Website builders: We easily design user-friendly websites using platforms like WordPress, Squarespace, and Wix. They provide pre-made templates, editors with drag and drop functionality, and other tools that can make website creation more user-friendly.

• Social media management tools: To manage and plan social media postings across several platforms, track engagement, and analyse social media data, we use tools like Hootsuite, Buffer, and Sprout Social.

• Tools for SEO: To evaluate website traffic, track keyword ranks, and spot improvement chances, we utilise tools like Google Analytics, Ahrefs, and SEMrush.

• Tools for managing patient reviews: Websites like Practo, Curofy, Zocdoc, Healthgrades, and Yelp are utilised to manage patient reviews and testimonials and promptly address patient comments.

There are many other tools like MailChimp, that help streamline online presence and increase the effect of digital marketing.

Major Drawbacks Of Digital Marketing For Healthcare Firms

There are a number of significant marketing challenges in this industry, including:

• Regulatory restrictions: A number of regulations apply to healthcare marketing, including limitations on the claims that may be made, the use of patient data, and the advertising of prescription drugs. These rules can restrict the kinds of marketing tactics that can be employed and necessitate meticulous compliance oversight.

• Ethics: Healthcare marketing entails advertising goods and services that could materially affect patients’ health and wellbeing. Due to potential conflicts of interest, the use of deceptive advertising techniques, and questions regarding the veracity and comprehensiveness of the information presented, this may present ethical difficulties.

• Privacy issues: The frequent gathering and use of patient data in healthcare marketing might give rise to privacy issues. Healthcare organisations must take precautions to ensure patient privacy and maintain regulatory compliance since patients could feel uncomfortable with the usage of their private medical information for marketing purposes.

• Cost factors: Marketing in the healthcare sector may be expensive, especially for large healthcare organisations that have to compete with other businesses for the attention and allegiance of their customers. Healthcare businesses need to be careful with their marketing expenses and make sure they are using their resources wisely.

Generally, the field of healthcare marketing can be complicated and difficult, requiring that a number of regulatory, ethical, privacy, and financial issues be taken into mind. Healthcare organisations may, however, create powerful marketing plans that support them in forging close bonds with patients and advancing better health outcomes with careful planning and implementation. Like,

• Regulatory restrictions: Healthcare businesses can get around regulatory restrictions by thoroughly knowing the rules that relate to their marketing endeavours and making sure they follow all pertinent legislation. Companies can collaborate with legal and compliance experts to create marketing plans that adhere to rules and prevent any potential infractions. Also, businesses might look for chances to collaborate with regulatory agencies to encourage more responsibility and transparency in healthcare marketing.

• Ethics: Healthcare organisations can solve ethical issues by focusing their marketing efforts on their patients. This entails placing the needs and interests of the patient ahead of those of the business and avoiding any practises that might be viewed as manipulative or deceptive. Companies should also make an effort to make sure that the information in their marketing messaging is accurate, comprehensive, and supported by data, and that it was prepared with input from specialists including medical professionals.

• Privacy issues: Healthcare organisations can handle privacy issues by being open and honest about the ways that patient data is gathered, used, and safeguarded. To guarantee that patient data is kept private and secure, businesses can put strong data security measures in place, such as encryption and access limits. Also, businesses can clearly educate patients about their rights in relation to their personal health information and get their permission before utilising that information for marketing.

• Healthcare companies can reduce costs by concentrating their marketing efforts on initiatives that are most likely to produce fruitful outcomes. Businesses may determine the most efficient marketing channels and tactics and spend money accordingly by using data analytics and other tools. By delivering high-quality treatment and fostering strong ties between patients and providers, businesses can also aim to cultivate strong relationships with patients, which can assist to lessen the need for costly marketing initiatives.

Healthcare organisations can create efficient marketing plans that encourage improved health outcomes and forge enduring relationships with patients by thoughtfully and morally tackling these issues. This can support the highest levels of moral behaviour and legal compliance while also driving excellent commercial outcomes.

Tale Of Two Healthcare Brands Who Have Been Nailing It – Case Study

– A few technicalities. Both these website have the privilege of belonging to the top 100,000 most popular websites in the world. Let’s take a closer look at their digital presence: (Updated: January 2023)

Both websites have a majority of their traffic coming from mobile devices, with Mayo Clinic at 81.6% and WebMD at 79.3%. The top traffic source for both websites is Google organic, with Mayo Clinic receiving 65.12% of traffic from it and WebMD receiving 57.61% of traffic from it. After visiting Mayo Clinic, users tend to go to Google and Google Syndication, while after visiting WebMD, users tend to go to Google and Google Syndication as well as Demdex.net.

Note: “N” in the Intent column indicates that the search intent of the keyword is informational, while “I” indicates that it is an informational and transactional keyword. “T” indicates a transactional keyword. The percentage in the Traffic column represents the estimated percentage of total traffic that the website receives from that particular keyword.

Source: SEMrush

For comparison and to showcase best practices in healthcare marketing, I took to iconic healthcare brands –

• WebMD – WebMD provides valuable health information, tools for managing your health, and support to those who seek information. You can trust that our content is timely and credible.

• Mayo Clinic – A nonprofit worldwide leader in medical care, research and education for people from all walks of life. Doctors from every medical specialty work together to care for patients, joined by common systems and a philosophy of “the needs of the patient come first.”

My research reveals that the online reputations of WebMD and Mayo Clinic have both been better over time. They have consistently employed top-notch healthcare marketing strategies. The result of this is shown in their visitor counts. At Aidasinc, we regularly track the top websites and competitors to gain such key insights that help in providing best in class marketing services to clients in the wellness and healthcare industries.

Contact us for a special proposal for your healthcare business.