healthcare digital marketing case study

10 Inspiring Healthcare Marketing Case Studies Examples

November 3, 2022 - Gayatri Akella

According to a survey by Pew Research center , “56% of Internet users look online for information about a certain medical treatment or procedure”.

This statistic indicates that the internet has become the go-to source for individuals seeking answers to their health-related queries.

As the demand for medical information surges in the digital space, the role of effective healthcare marketing has never been more crucial. Moreover, strategic marketing facilitates the distribution of accurate health information, contributing to increased public health awareness and education. This helps cultivate a sense of community, connecting individuals with relevant healthcare resources and services, ultimately promoting a healthier and more informed society.

In this article, we will explore 10 compelling healthcare marketing case studies and discover the impactful practices that are shaping the marketing landscape.

1. What Is Marketing in Healthcare?

Marketing in healthcare involves reaching and connecting with a relevant target audience using online and offline channels. It includes increasing brand reputation and generating qualified leads using strategies like SEO, social media marketing, content marketing , email marketing, TV advertisements, flyers/brochures, and newspaper ads. Healthcare marketing helps you increase patient connections and nurture those relationships to form loyal patients. 

2. What Is a Healthcare Marketing Case Study?

A healthcare marketing case study is a detailed examination of a particular case that serves as a framework for evaluating and analysing marketing issues/challenges in real life. It focuses on measurable outcomes like increasing website traffic, visitors, conversions, sales, and profits. Case studies for healthcare marketing are based on evidence. They often begin with a question or challenge that requires an answer through detailed research and analysis. 

3. How to Use Case Studies in Healthcare Marketing? 

Case studies serve as powerful tools for healthcare marketers, offering real-world examples and actionable insights. Here are some key ways how you can effectively use case studies in your healthcare marketing strategy:

• Have a Dedicated Page

You can have an exclusive page on your website to showcase your healthcare marketing case studies. Whether you call it “our work” or “case studies”, – visitors should be able to find it easily. You can add the case study page on the sidebar, page header, or footer to ensure a rich user experience. Here are some case study pages for inspiration. Enabled , Siemens-Healthcare , and Avanade are examples of healthcare websites with an exclusive case study page.

• Videos from Case Studies

Videos are persuasive and engaging formats to engage your users compared to text case studies. If you have the budget, you can create videos of your case studies to communicate your value proposition. Below are the healthcare marketing examples that used videos to improve primary care and accessibility – Healthcare Marketing – Video Case Study , Clinical Case Study – Telehealth for Primary Care , and Healthcare .  

• Incorporate in Newsletters

To gain the attention of your prospects, you can incorporate healthcare marketing case studies in newsletters. Your target audience wants to look at how satisfied your customers are with the solution you have provided. By including case study examples in your newsletter – you can gain traction. Here is an example of a healthcare case study newsletter – Portentadesigns , Rasa , and Dealroom .

• Email Marketing

Using case studies in email marketing is one of the best tactics to convert prospects into potential clients, especially if you have an industry-segmented list. They are very effective when used in the lead nurturing workflows and re-engage the leads that have gone quite far in the funnel. For example, Smart Panda labs created a customised email marketing campaign using their case study that drove awareness for a new cancer treatment.

• Collaborate with Industry Publications

Partner with healthcare industry publications or journals to feature your case studies in articles or advertorials. This provides you with a platform to reach a highly targeted audience of healthcare professionals who are actively seeking insights and solutions. For instance, American Journal of Clinical and Medical Case Reports, Medical Journal of Australia are some healthcare publications that cater specifically to publishing healthcare articles or case studies.

• Webinars, Workshops, and Events

Host webinars or online workshops that dive deep into the details of your healthcare marketing case studies. These live events provide an interactive platform for you to present the challenges, solutions, and outcomes of your work. Invite industry experts or physicians to join as guest speakers to provide additional credibility and insights. Hospitals like, Massachusetts General Hospital and Royal Melbourne Hospital conduct regular webinars and events.

• Social Media Promotions

Invest in targeted social media advertising campaigns to promote your healthcare marketing case studies. Platforms like Facebook and LinkedIn offer advertising options that allow you to reach specific demographics, including healthcare professionals. You can also create visually appealing ad creatives that highlight the most compelling aspects of your case studies. Through interactive engagement content hospitals like UCSF Health and Sydney Children’s Hospital promote their expertise within the industry.

4. 10 Healthcare Marketing Case Study Examples

Now let’s dive into 10 inspiring healthcare marketing case study examples. These case studies highlight the power of effective healthcare marketing and the incredible results it can achieve.

1. Centura Health

Centura Health is a healthcare system in Colorado that connects individuals across Colorado with 6000+ physicians. With seamless information architecture and easy navigation, Centura health’s website stands out the best. It gives a convenient way to search by location, provider, and healthcare. Also, the easy navigation buttons and CTAs allow users to track and pay their bills in easy steps. The large and resizable font makes the website appealing and easy to read on devices of all sizes. 

2. Organ Donor Foundation

Organ Donor Foundation , one of the leading healthcare organisations in South Africa, came up with a marvellous idea to catch the attention of its target audience. As a part of this marketing campaign, they started delivering life-saving messaging in underground parking garages, which urges them to become organ donors. People listen to a static message created by the Organ Donor Foundation whenever they enter an underground parking garage. 

3. Banner Health

Banner Health is a nonprofit health system in the United States that operates 30 hospitals and dozens of health facilities in Arizona. The creative infographics used by Banner Health to promote awareness of health issues like – health myths, parenting, nutrition, and mental health have created a buzz in social media. These infographics are shareable on social media and resonate with audiences who may not be keen to read long-form content. 

4. Mayo Clinic

Mayo Clinic is a nonprofit American healthcare centre focused on integrated health, research, and education. The clinic serves communities by publishing informative content on health, diseases, treatments, and prevention. The Mayo Clinic blog features success stories of staff and patients, another excellent example of healthcare marketing case studies. This healthcare organisation helped seal its reputation as a trusted source of health information. 

5. NewYork Presbyterian Hospital  

NewYork-Presbyterian is a leading healthcare delivery system catered to provide the highest quality medical facilities. In digital marketing for healthcare, storytelling is one of the essential tactics that help promote valuable content for your audience. New York Presbyterian Hospital used this strategy to share the story of their patients. As a part of their marketing strategy, they created videos that showcased the life experiences of patients, doctors, and their staff. 

6. Arkansas Children’s Hospital 

Arkansas Children’s Hospital is a paediatric hospital solely dedicated to treating more than 7,00,000 children in the state. According to the American Automobile Association (AAA), teen drivers have a higher rate of fatal accidents, especially between Memorial Day and Labour Day. Arkansas Children’s Hospital created the #100deadliestdays campaign, which includes a downloadable parent-teen driving agreement, infographics, and fact sheets. Their marketing campaign promoted awareness of risks to teens using the #100deadliestdays social media campaign. 

7. Great Ormond Street Hospital

Great Ormond Street Hospital is one of the top children’s hospitals in the world for treating heart and brain problems. The content repurposed for digital signage by Great Ormond Street Hospital is another example of healthcare marketing. From providing live news to travel information and setting up digital notice boards – they leveraged the power of content to offer personalised marketing experience to their target audience. Digital signage is a highly adaptable marketing strategy that helps healthcare organisations to allow patients to feel more connected with your hospital. 

8. Carilion Clinic

The Carilion Clinic in Virgin’s Roanoke valley started a hashtag campaign #YesMamm to create awareness about breast cancer. As a part of the campaign, they created Q & As on Twitter, which drove significant traffic to their website. Thousands of women got inspired by this campaign and booked a screening appointment in some of their locations. This healthcare marketing case study is an excellent example of how one can use hashtags to drive success to any campaign. 

9. See Me Scotland

See Me is Scotland’s national program developed to tackle mental stigma and discrimination. They launched a campaign named “The Power of Okay,” which aimed to tackle stigma and discrimination against mental health. They created a series of videos conveying the importance of talking to each other, shown in cinema halls and theatres. Also, they provided their audience with educational resources to help them understand and combat mental stigma. 

10. Cleveland Clinic

Cleveland Clinic is a nonprofit healthcare centre that integrates clinical research and hospital care. Their essential health blog provides helpful content to its audience. Besides having a solid content strategy, they have a thought leadership marketing strategy that uses a podcast with the same title. The podcast episodes feature researchers and doctors from the organisation, establishing them as experts in their fields.

Incorporating case studies into your healthcare marketing strategy can drive remarkable results. As we have seen in the above case-studies, a well-developed and executed strategy can help you attract qualified leads, educate patients on services and preventive care, establish your healthcare institution as a reliable and credible source, and foster engagement for patient loyalty.

Now, let’s see how a digital marketing agency can help you enhance the success of healthcare initiatives and forge strong relationships with the patients.

5. How can a Digital Marketing Agency Help?

A digital marketing agency has the expertise, resources, and experience needed to create and execute effective marketing campaigns for healthcare businesses, all while ensuring compliance with industry regulations and best practices.

Growth Ganik is a full-stack digital marketing agency in Sydney, Australia. We have a team of experts who have the experience and resources to create and promote high-quality healthcare content. We skilfully manage complex technical aspects, such as gathering campaign insights and analytics.

We work with clients from leading brands and industries such as B2B SaaS, nonprofits, and more to develop profitable digital marketing solutions that are data-driven to support all kinds of business goals – from widening user bases and gaining more traction for online engagement to increasing conversion and helping businesses scale up.  For creative tailor-made digital solutions and sustainable growth insights, get in touch with us!

• What is healthcare marketing, and why is it important?

Healthcare marketing involves promoting healthcare services, facilities, or products. It’s crucial for raising awareness, attracting patients, and staying competitive in the healthcare industry.

• What are some of the digital marketing strategies healthcare providers use?

Digital marketing for healthcare can include strategies like SEO, social media, content marketing, and online advertising.

• How can healthcare organisations maintain patient privacy in their marketing efforts?

It is important to be aware and adhere to your country’s regulations regarding patient privacy. Some examples include, avoid sharing identifiable patient information without consent, use secure patient portals for online interactions, take consent for testimonials, use encrypted email services, etc.

• What are the 5 Ps of healthcare marketing?

The 5 Ps of healthcare marketing are – patient, process, place, price, and product. 

• How do you prepare for a marketing case study?

To prepare a marketing case study, you must choose a success story closely related to your patients, identify the key points, highlight the results, explore different designs, and publish the content.  

• What are case studies used for in healthcare marketing?

Healthcare marketing case studies are used as social proof or testimonials to persuade that the process or strategy can help solve a problem. 

• What are the 5 essential elements of a great case study?

The critical elements of the case study are – problem/challenge/issue, solution, testimonials stats and CTAs. 

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6 Healthcare Marketing Examples & Case Studies

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6 Top Healthcare Marketing Examples

These are some of the best healthcare marketing examples, case studies, and tips to be able to visually see why you should be doing a lot of the things we recommend in our blog posts.

Time to check out some.

These 6 examples of healthcare marketing are actual case studies taken from the years of collective experience with our clients here at Intrepy or my experiences and outcomes.

#1 Healthcare Marketing Examples: Website Design & Tips

An individual page for every major service & provider.

Here is an example in healthcare marketing of why it is critical to create an individual page for each individual condition or treatment you want to rank well for in organic search.

Healthcare websites that create a main services page list the services they offer and call it a day.

I can tell you for about 99.9% accuracy that you will never rank for service-specific keywords unless you create excellent, keyword rich, long-form content about each service.

Say we searched for a plastic surgeon in Atlanta that does breast augmentations.

A typical search for that would be “ breast augmentation near me .”

As you can see search positions 1, 3, and 8 , which happen to be the only practice-specific search results, are all service-specific pages.

These practices created in-depth healthcare content on a page entirely dedicated to breast augmentations not just adding it to a list on their services page.

Book Appointment & Chat Features

One of the sole purposes of healthcare marketing is getting a patient to book an appointment.

Once a patient has landed on the website you need to make sure you are not only providing them the information they need to convert but also make it extremely easy for them to book an appointment.

One of the best ways to skyrocket customer service, begin to build a relationship, and improve site conversions is by integrating chat functionality .

96% of patient complaints were related to none exam room factors, and the #1 complaint was communication.

Once you get a chat function set up on your website and have a front desk person task to manage the conversation the options are endless.

There are tons of conditional functionality that you can integrate such as specific intro questions based on what page they are visiting.

It can even serve as a great way to generate new email address collection by asking for an email if you are away to follow up later.

Integrate into your CRM and add those potential patients into a drip-email campaign if they don’t schedule.

Great Chat Options:

1.     Lasso (HIPAA)

2.     MedChat (HIPAA)

3.     Ngage Live Chat (HIPAA)

4.     Intercom (Non-HIPAA)

5.     Olark (Non-HIPAA)

Mobile Responsive Website

It has become essential in 2021 for your website to be built for mobile devices.

Mobile traffic owns about 50% of all website traffic now, and that is expected to continue to rise.

As of 2018, Google announced the rollout of mobile first indexing .

This means that the mobile version of your site is the priority that they index and serve in search.

Therefore, if your site is not responsive and built for mobile, it will become increasingly difficult for an effective healthcare marketing strategy.

#2 Healthcare Marketing Examples: Medical SEO

Here are some real-life examples of healthcare marketing when it comes to increasing your search engine optimization and rankings. There are also some amazing tips and case studies on why to implement and how.

Medical search engine optimization can be a complex and complicated landscape, so I am going to take you through some examples of a great local SEO strategy for a healthcare organization.

To get started, check this video out on how to rank treatment pages highly in search results.

Website structure is a critical aspect of search engine optimization.

It is the foundation for all of the other local SEO initiatives, so it is critical to not ignore it.

The basis of any excellent web page or post is a focus keyword .

This is the main keyword that you are trying to rank a page or post for.

However, if you structure things correctly you for rank for many more long tail keywords .

#1 Include Your Focus Keyword in Specific Places on the Page

There are a few critical places to make sure your keyword is included to ensure the highest level of ranking impact.

In the Title Tag of the Page – Close to the Front

This may seem like a given but just placing your focus keyword in a title tag is not near as effective as positioning it as close to the front as possible.

Place Keyword in URL & Keep URL Short

URL length plays a vital role in ranking a page.

A study of 1 million searches on Google showed that short URLs rank the best in search results.

Answer Your Page Topic In Totality

What I mean by this is to rank for a completive keyword Google rewards the best content.

The average length of the #1 organic search result is 2,416 words.

That shows how much Google values authoritative and complete content pieces.

They want to ensure the #1 slot fully answers that person’s medical search query.

This is one of the biggest focuses you need to add to your healthcare marketing strategy in 2020. Improve and lengthen content.

Let’s go back to that search results for “breast augmentation near me.”

If you recall the first search result is below.

Take a look at their page here .

See how in-depth on the top they go?

They answer close to every common question a female patient could have about breast surgery.

That is great content.

A great way to get ideas for questions people are searching for is a free tool called Answer the Public .

Type in your page focus keyword in this case “breast augmentation” and voila!

Items in darker green are higher volume searches to target first.

Content Marketing 

An active healthcare content marketing arm of your overall healthcare marketing approach is the perfect ongoing SEO you need after you perfect your on-site SEO.

Check this video out on what thin content is and why it is killing the SEO for your healthcare marketing strategy.

This is where the rubber meets the road for building long term digital marketing success and growing organic website traffic.

Just take a look at one of our clients since we took over and implemented an effective content marketing strategy.

They went from doing 3,109 page views in June of 2018 to over 7,467 page views in March of 2020!

That is a 140.17% increase in website traffic in 10 months!

Invest in Keyword Research

It is imperative when any healthcare marketing strategy for medical practices that you start content marketing planning with keyword research.

A few great places to start that are FREE are…

Trusty Google Suggest

This couldn’t be easier.

Go to Google and start typing in the keyword you are planning content for, and Google will spit out popular topical suggestions.

Make sure to include some of those long-tail keywords in your content.

Google My Business is a Top Local Ranking Factor

Most practices and hospitals are incredibly familiar with Google My Business (GMB) at this point.

If you are reading this and have not you need to go and claim or create your Google My Business for your medical practice right NOW.

Here are the step by step instructions to set up a Google My Business profile .

I will skip over that for now.

The biggest thing I want to focus on is making sure you complete your profile IN ENTIRETY .

Go under the info section and max out the relevant categories and fill out the rest of the areas.

info page google my business, and don’t forget to add pictures.

Pro Tip: For the business description make sure to mention your name, main focus keyword, and city in the first 150 words.

Reputation Management & Online Reviews

Reputation and reviews have quickly become one of the most important local ranking factors.

Why? Because reviews create a higher trust score with Google as well as they give relevance in search if you get reviews that contain your important focus keywords.

Check out the example screenshots below of two different searches:

• tennis elbow treatment near me
• skin cancer removal

As you can see in both in the bold text they both have a review on their Google My Business that mentions those terms.

These are the top ranking listings in their respective specialties locally for these search terms.

Where should you start to target new reviews? #1 Place to start is below….

• Google My Business

The best way to generate new reviews is by working them into your patient check out workflows via an email or SMS text message.

I recommend connecting with patients within 1-2 days of the patient visit so it is close to the point of service.

Often all you need to do is ask!

When polled 70% of patients said they would leave a review for a medical practice if they were asked.

If you are looking for a more automated approach look for an agency that provides reputation management for doctors service.

Below is an example of a peripheral nerve surgery client of ours, Tim Tollestrup, MD, of an email and SMS text message request to leave a review.

These campaigns have been widely successful by simply asking patients, close to point of care, to tell their story via a review on Google or Healthgrades, etc.

Luckily there are many affordable tools and options, and we recommend automating and involving text messages whenever possible.

Text messages make it easier on the patient and are a faster way of generating reviews. SMS messaging has a 98% open rate !

Citation Building for SEO

Building new directory listings for a healthcare practice is known as citation building.

Standard listings sites are Yelp, Foursquare, Google My Business, and more.

You want to focus on making sure the NAP (name, address, and phone) on your contact page gets added to as many local and national directories as possible.

This will help grow your ranking for your website as well as your GMB.

Some of these verifications will require a phone call to the practice to verify it is a working office with real people in it.

Start with the most recognizable pages as the backlink they create to your website is the most important.

Here is a massive list of 1,000+ local and niche citations by business category that will keep you busy for a while!

Or, if that looks exhausting (which it is, trust me) you can take the whole process off your hands with our physician listings management service.

Backlink Building

Backlinks are one of the major healthcare marketing trends for SEO growth.

What is a backlink?

Backlinks are links from external websites and relevant content that link to a piece of content or page on your website.

Why do backlinks matter?

Backlinks are critical because they give Google an “upvote” that someone else on the internet has seconded this content as a reliable source of information.

It’s like having someone vouch for your website.

This helps build trust in SERPs for that content, and ultimate is a significant deciding factor in how the page will rank.

Therefore, once you create an excellent piece of content as part of your healthcare marketing strategy, you need to focus on building high-quality backlinks back to that piece.

Here is a great example of a backlink we built for a large orthopedic practice that wanted to generate more SEO for a procedure that they focus on.

You can see the blue link in the middle for “total joint replacement in Tennessee” on this CuriousMindMagazine article that links back to the page about that particular topic.

CuriousMindMagazine has a high domain authority and generates millions of patient visitors per month!

#3 Healthcare Marketing Examples: Digital Advertising to Target New Patients

Here are some great examples in healthcare marketing of leveraging digital advertising and how to use it to reach new patients.

One of the top digital healthcare marketing strategies is leveraging paid advertising in the right way to reach highly targeted, local patients.

However, we see many practices blow through ad budgets with little to no ROI or even an effective way to know if the results were positive.

I have broken down a good rule of thumb for each of the popular digital advertising platforms and when to leverage them for your practice.

Paid Search Ads Examples in Healthcare Marketing

The two most popular SEM platforms for healthcare practices are Google Ads and Bing Ads .

What is fantastic about Google Ads is the level of search intent targeting you can do based on which keywords you are bidding on.

This will help determine how “purchase-ready” a potential patient may be.

A great example is an orthopedic practice that could bid on the term “knee replacement” which in theory is a great fit.

However, their budget could end up being spent on people looking to educate themselves on what a knee replacement is and not looking for a provider in their area to perform the procedure.

However, you could be better served bidding on “knee replacement surgeon Atlanta” which would highly correlate to a patient that is a very warm lead.

Google Ads and Bing Ads are great for practices looking to target specific keywords for procedures or surgeries that they make a considerable margin on and able to spend some funds to acquire high-dollar patients.

Here are a few more examples of search ads for a client of ours in the hormone space and the orthopedic space. We are leveraging search ads for their medical practices to amazing results.

You can check out their case studies here:

• Hormone Marketing Case Study
• Orthopedic Marketing Case Study

Social Media Advertising Examples in Healthcare Marketing

One of the top healthcare marketing trends in 2021 is leveraging social media advertising to promote and grow medical practices.

There are so many options and platforms to leverage how do you know which are best?

Now that Facebook owns Instagram we find a combo of the two platforms, depending on your target marketing, is ideal.

Here is an amazing case study and example of healthcare marketing leveraging social media ads for a client we were marketing COVID testing for back-to-school parents in Brooklyn, NY.

The most effective types of digital advertising campaigns on social media are retargeting or “offer-based” ads.

Retargeting ads are when you drive traffic to your website via organic or paid search methods and then retarget those people with ads on social media.

This is effective because these ads are not cold outreach because the potential patient has already been to your website in search of information and maybe not ready to book an appointment.

Here is a great retargeting ad example for orthopedic marketing for a client. We are serving these ads to patients who have visited their website or social media before.

This helps get potential patients over the edge to take the next step to booking an appointment.

#4 Healthcare Marketing Examples: Video Marketing

Video is the preferred method of how people consume information in 2020.

With a patient’s attention span now barely that of a goldfish around 8 seconds you need to capture and communicate quickly.

Video marketing is a highly effective healthcare marketing strategy to reach new patients.

The fantastic thing is creating a video does not have to be as expensive or daunting as most healthcare organizations think it is.

We have tons of practices creating highly engaging and compelling video content and reaching new patients.

Youtube is the second largest search engine behind Google and can be much easier to rank for highly competitive keywords over Google search.

Above is a video healthcare marketing example of a client that we got set up on Youtube to promote a new laser machine for skin resurfacing that they had purchased.

Invest in getting a high-quality intro and outro animated graphic that you can reuse on all your videos.

This will help add a touch of high quality to it without crushing your budget.

Learn Youtube SEO

Once you have your video templates and have a content calendar created go about producing 3-5 videos per month including your providers and demos.

Videos show up in search results now so they can be a quick and effective way to rank well in organic search for highly competitive healthcare marketing keywords.

Pro Tip: Get your videos transcribed and put them up on the website with your Youtube version embedded,

This will allow you to benefit from the blog post style SEO and the video SEO when people watch the Youtube video on your website.

Here are more Youtube SEO Tips to watch before posting any videos.

#5 Healthcare Marketing Examples: Social Media

I am going to skip what social media is and get to some examples in healthcare marketing and which platforms are the best to focus on.

I know 99.9999% of practices and hospitals reading this post understand at some level the power and reach social media carries.

The problem is answering “ is it really effective for healthcare marketing? ” and “ what platforms should I be on? ”

To answer the effectiveness question simply YES.

If done right social media is a highly effective way to reach new patients and create brand loyalty.

A great example is we have a medical spa client that was present on Facebook and Instagram when they approached us but severely underutilizing the platforms.

We revamped their strategy and focused on building engaged, local women that fit in their target demographic surrounding their 3 locations.

When we got started, their Instagram was two years old with around 200 followers.

Their Instagram was driving little to no real traffic to their website which is what is most important.

Generating leads via social media to the website or via messenger.

After 12 months of implementing a proactive and dynamic social media marketing strategy, they have grown to over 2,200 followers generating 100s of website visitors a month.

Check out the numbers below from Feb 2020 and the fantastic news is the followers by city graphic that shows the core of their followers are in the cities they have their locations in.

High quality, local traffic!

That is the power of social media. In just one isolated example.

What are the best social media platforms for healthcare practices?

There is value in each of the major platforms; however, we think there is a priority of platforms that are the best fit for medical practices.

Facebook and Instagram are the two most critical social media platforms to include in a healthcare marketing strategy.

We created a handy optimal posting time infographic for you to reference.

Pro Tip: I recommend posting on Facebook 3X per week and Instagram daily with up to 2-3 posts per day if possible.

#6 Healthcare Marketing Examples: Tracking & Analytics

Successfully tracking your healthcare marketing strategy implementation is critical. Here are a few examples of how to effectively track your healthcare marketing success.

Analytics and reporting should become a great healthcare marketer’s best friend.

Here is an example of the marketing growth dashboards that all of our partner clients get 24/7/365 access to.

As you can see it is easy to see all of your analytics and conversion tracking metrics right in one master dashboard.

It starts with making sure you are tracking your program effectively.

Also, make sure you are tracking your phone calls. Here is a healthcare marketing example of call tracking that we leverage for our clients.

If you do not have a dashboard or analytics tool, here are some of the most important free platforms to make sure you have what you need to get started.

We leverage these tools on a daily basis to grow our website and our client’s medical websites:

Google Search Console

This is a free tool provided by Google that allows you to track the search engine rankings of your medical practice website.

Not to mention it helps you catch errors that can pop up from time to time and cause search ranking issues on your website.

Google Analytics

This is a mainstay that every practice must have on their website.

To say it just tracks traffic to your website is a major disservice.

There is an extremely powerful analytics tool that can show you loads of valuable information about how patients behave on your website.

Google Tag Manager

A must for tracking not only Google Ads but many other tracking tools and software.

Facebook Pixel

Get it on your website. I have seen too many people go for years without embedding the Facebook pixel.

Then in walks a healthcare marketing agency and we are missing years of data that we could have leveraged to advertise and remarket to your patients.

Attribution is King

Attribution is powerful.

It shows you the journey that your patients are taking from the first conversion to what they are doing the rest of the time in the marketing funnel.

It is essential when we market for our clients because it allows us to show them not only what is driving the most leads, but ultimately what is converting patients into booked appointments.

Which is what really matters!

Wrapping Up Healthcare Marketing Examples

When putting together effective healthcare marketing strategies for your practice make sure to leverage the examples of healthcare marketing you read in this blog post.

The core components include a well-designed medical website, local SEO, digital advertising, physician liaison marketing, and social media.

Remember to focus on the quality of the content you are making and focus on delivering REAL value to your patients.

If you do that, all you need to focus on is hiring for help on the technical execution.

I hope you found these healthcare marketing examples and case studies a help and were able to glean some ideas to help improve your marketing strategy.

If you are struggling to get started feel free to reach out for a free consultation. We offer medical marketing services to healthcare organizations and practices.

Top Healthcare Marketing Posts:

What role do reviews play in seo – #101, reviews, telehealth & patient marketing w/ ted chan of caredash #120, choosing the right social media platforms.

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February 26, 2019

10 Healthcare Marketing Case Studies to Inspire Your Next Move

We often hear of brilliant marketing examples from many top industry players, but it’s not every day we hear of this coming from the healthcare sector. In this article, we feature 10 examples of powerful marketing in healthcare.

Insight: When it comes to digital marketing, many healthcare marketers consider themselves behind the curve. Data:  61% of healthcare survey respondents believe a strong digital and interactive strategy is crucial to building a brand.  ( The State of Digital Marketing in Healthcare ) Key Action Point: Take inspiration from these brilliant health marketing examples for your next marketing strategy.

1. Centura Health’s User-Centric Website

Centura Health’s website stands out best for its seamless information architecture and easy navigation. It has five primary links and a convenient way to search by provider, location, and healthcare, which is a plus for enhancing the user experience.

There are also easy navigation buttons to track their hospitals, pay bills online, and donate. The use of large and readable fonts also makes it easier for those with eyesight problems.  

2. Medical Realities 360-Degree Surgical Training Videos

As a medical training service, Medical Realities ’ use of technology and virtual reality to teach and educate students and health professionals on various healthcare topics instantly makes them a standout.

In this video, it features a surgical procedure from the patient’s perspective.  Using Facebook’s Oculus Rift, viewers can drag the video up to 360 degrees for an expansive view.  

3. Banner Health’s Creative Infographics

Banner Health’s creative use of infographics to promote awareness on issues like health myths and facts, parenting, nutrition, mental health has made them popular with digital marketing audiences.

Not only are infographics shareable throughout social media, they resonate with a wide audience who may not be as keen to read through long-form content.

4. The Mayo Clinic Blog

Featuring stories from the Mayo Clinic staff, patients, and their families, the Mayo Clinic blog aims to unite them as one big online community. Because Mayo Clinic sees patients from all over the world, it makes sense for them to fuel their online presence through the use of the blog. It has helped seal their reputation as a trusted resource in health information and patient care.

5.Patients’ Stories from New York Presbyterian Hospital 

In previous posts, we’ve highlighted the importance of storytelling in promoting the value you can offer to your audience. In healthcare, sharing moving stories of patients and their journey to health helps you connect with your audience in a meaningful way.

New York Presbyterian Hospital used this video marketing strategy to share the story of their patients. In these videos, showcasing the true life experiences and accounts of doctors and nurses makes it all the more moving.

6. Arkansas Children’s Hospital Campaign

The Arkansas Children’s hospital set out to promote awareness into the risk of death for children and teens in the period between Memorial Day and Labor Day. Using the hashtag #100DeadliestDays social media campaign, its shock factor made it shareable online and helped them share safety tips in various social channels.

7. Healthcare Podcast: 2 Docs Talk

In a time where everyone is almost always on the go, podcasts are an alternative platform to share ideas and promote healthy discussions. The 2 Docs Talk is created by two doctors from Texas, Kendall Britt and Amy Rogers.

Their 15-minute episodes talk about healthcare concerns and issues from hospital policies to helping consumers make informed decisions about their health.

8. Carilion Clinic’s Campaign

The Carilion Clinic of Virginia's Roanoke Valley started the “Yes, Mamm” campaign to promote breast cancer awareness.

Using the hashtag #YesMAMM , they answered breast cancer questions on Twitter, which drove significant traffic to their website and allowed women to book a screening appointment in any of their locations. The Yes MAMM Campaign is a great example of how powerful the right use of hashtags can be in driving the success of any campaign.

9. Dr. Howard Luk’s YouTube Channel

Dr. Howard Luks is a New York–based orthopaedic surgeon and sports medicine specialist who started his YouTube channel in 2011. His videos often answer questions like “ Why Does My Shoulder Snap or Pop? — which garnered over 60,000 views and got him thousands of subscribers.

Using video and YouTube as a platform has given him the avenue to reach a massive audience whilst promoting his practice and setting himself up as a visible leader in his area of expertise.

According to PwC, nearly one-quarter of consumers looking for health information on social media stop to watch health-related videos. As consumers continue to digest content on their spare time, video continues to be a powerful marketing strategy that can work its magic even in healthcare.

10. Dana-Farber Brigham & Women's Cancer Center’s “You Have Us” Video

The Dana-Farber Cancer Institute started their campaign with an inspiring slogan that says, “Right now you may have cancer. But what your cancer doesn’t know is — You Have Us.” They then released a series of powerful videos that highlighted their centre’s state-of-the-art facilities and their personal approach to treatment for their cancer patients.

Not only did sharing these videos on social media allow the centre to build credibility and earn the trust of their target audience, but it also made it easy for them to drive engagement and answer questions from prospects who were drawn to these videos.

Written by Ashton Bishop

Ashton Bishop is Australia’s Predatory Thinker — an expert in pinpointing how businesses can grow by outsmarting their competitors. His niche is in strategy, where he has spent the last 20 years working internationally on some of the world’s biggest brands. He’s a business owner and serial entrepreneur; challenging, sometimes even controversial; but always focused on what gets results.

Tagged: Marketing Strategy , Digital , Healthcare

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The 2024 Complete Guide to: Healthcare Marketing

Uncover why digital marketing is crucial for the healthcare industry to help you make the most of the digital world.

• Introduction
• 1. Understanding healthcare digital marketing
• 2. Elements of a successful healthcare digital marketing strategy
• 3. Leveraging content creation platforms for healthcare marketing
• 4. Role of trackable digital content in healthcare marketing
• 5. Interactive content types to enhance engagement
• 6. Leveraging social media in healthcare marketing
• 7. Video marketing in healthcare: an emerging trend
• 8. Making sense of metrics
• 9. Wrapping up

In the past few years, digital marketing has radically changed how businesses connect with their target audience; the healthcare industry is no exception. More and more healthcare providers are leveraging digital channels to engage with patients and fellow practitioners. 

In this guide, we'll dive deep into healthcare digital marketing. We'll uncover why it's crucial, highlight essential strategies, and share top tips to help healthcare pros make the most of the digital world. 

Ready to get started?

Understanding healthcare digital marketing

To fully grasp the impact of healthcare digital marketing, it is a good idea to define what it entails. 

Simply put, healthcare digital marketing is all about using the online world to spread the word about healthcare services and medical equipment, boosting patient satisfaction, and getting your healthcare brand’s name out there.

What is healthcare digital marketing?

Navigating the online world to find health information or the right healthcare provider has become the norm. This makes stepping up your digital marketing game non-negotiable for anyone in healthcare. It's not just about being visible; it's about making sure your voice cuts through the noise, guiding patients to your doorstep in an endless ocean of choices.

One key aspect of healthcare digital marketing is developing a comprehensive content marketing strategy that aligns with your organization's goals and target audience. This strategy involves identifying your target audience , understanding their needs and preferences, and creating compelling content that resonates with them. 

At its core, healthcare digital marketing focuses on shining a light on your services, guiding patients through their medical journeys with education on conditions and treatments, and ultimately, bringing more patients your way. For the B2B scene, it's about connecting with healthcare pros, sharing the scoop on the latest products or facilities, and sparking those crucial patient referrals.

Digital marketing as a game-changer in healthcare

Digital marketing is transforming healthcare from the ground up, benefiting both those who provide care and those who seek it. Here's how:

Boosting the patient journey: It's all about elevating patient care to new heights. From easily accessible health information, smooth online bookings, to personalized interactions, digital marketing makes healthcare more patient-friendly.

Shaping perceptions: Your online reputation can make or break your healthcare practice. With the right digital strategies, every review and testimonial helps craft the image you want the world to see.

Reaching the right eyes: Digital marketing lets you zoom in on your ideal demographic, guiding potential patients as they navigate the online healthcare maze, ensuring you're the light at the end of their search.

In essence, digital marketing in healthcare isn't just about keeping up; it's about leading the way, enhancing how patients experience healthcare, broadening your reach, and solidifying your mark in the digital world.

Elements of a successful healthcare digital marketing strategy

To execute effective healthcare digital marketing, you must develop a comprehensive strategy incorporating several key elements. Now, let’s explore these elements.

Building a patient-centric website

A patient-centric website is fundamental to a successful healthcare digital marketing strategy. It is the digital gateway for potential patients, providing essential information about healthcare services, medical professionals, and patient resources. 

Here are key considerations when building a patient-centric website:

Invest in UX: Your website should have intuitive navigation, easy-to-find contact information, and responsive design for optimal viewing across various devices. By prioritizing user experience, you can create a seamless digital journey for potential patients, ultimately driving patient acquisition and expanding the patient base.

Showcase expertise: your website content should be informative, engaging, and visually appealing, capturing the attention of potential patients and encouraging them to explore further. Providing patients with detailed information about healthcare services, medical professionals, and patient resources helps build trust and confidence in the healthcare organization, which is ideal.

Optimize load times and site speed: Research shows that slow-loading websites have higher bounce rates, leading potential patients to seek information elsewhere. Minimize wait times and ensure a swift browsing experience by optimizing your website load time. 

Leverage SEO for improved visibility

Search engine optimization (SEO) is crucial in any digital marketing, and healthcare digital marketing is no exception. By optimizing healthcare content for search engines, you can increase search engine rankings, attract organic traffic, and connect with potential patients in their healthcare journey. 

Here are necessary strategies for utilizing SEO in healthcare marketing:

• Keyword research: Conduct thorough keyword research to identify the search terms and phrases potential patients use when looking for healthcare services. Incorporate these keywords naturally into healthcare content for better search engine visibility.
• High-quality content creation: Develop informative and engaging content that addresses patients' healthcare questions, concerns, and needs. Well-crafted, relevant content not only attracts potential patients but also signals search engines regarding the quality and relevance of the website.
• On-page optimization: Optimize website elements such as page titles, meta descriptions, header tags, and image alt tags, incorporating targeted keywords where appropriate. 
• Schema markup: Implement schema markup to provide search engines with structured data about healthcare services, medical professionals, and patient reviews, enhancing search engine visibility and potential patient click-through rates.
• Link building: Strategically develop high-quality backlinks from reputable healthcare websites. 

Increased search engine visibility leads to higher website traffic, expanded patient base, and successful healthcare marketing strategies, so it’s well worth investing time into. 

Optimization for mobile in healthcare marketing

These days, mobile optimization is expected by almost all consumers, with potential patients relying on mobile devices for online searches, appointment booking, and healthcare information. 

If you’re not already investing in mobile optimization, here is why responsive website design is vital in healthcare marketing:

• Accessibility: Ensures your website is easily navigable and accessible to everyone, including those with disabilities.
• Patient experience: Offers a seamless and user-friendly experience, making it easier for patients to find the information they need.
• Mobile usage: Adapts to the growing trend of using smartphones for internet browsing, including searching for healthcare services.
• Search engine optimization (SEO): Improves your website’s visibility on search engines, helping you attract more visitors.
• Brand reputation: Reflects a modern and professional image, enhancing your healthcare brand’s credibility.
• Competitive edge: Keeps you ahead in the digital space, making competing with other healthcare providers easier.

Leveraging content creation platforms for healthcare marketing

Content creation platforms are your secret arsenal in connecting with potential patients, educating the masses, and standing out as a thought leader in the healthcare space. Here’s why:

Diverse content, dynamic engagement: Imagine brochures that captivate, white papers that enlighten, and reports that leave a lasting impact. Each content piece is an opportunity to capture attention, ignite curiosity, and foster trust.

Education meets engagement: With well-crafted content, you enable people to navigate healthcare decisions with confidence, making the complex simple and the complicated understandable.

Building your brand as a thought leader: Consistently delivering insightful content does more than promote; it establishes your brand as a beacon of knowledge and authority in healthcare, making your voice a trusted source in the health dialogue.

Now that you know content creation platforms are your secret weapon, let’s examine the benefits of creating impactful healthcare content:

Benefits of creating high-impact healthcare brochures and catalogs

• Healthcare branding: High-quality brochures and catalogs contribute to healthcare branding efforts, creating a positive brand image and fostering patient trust in the healthcare organization.
• Marketing materials: Brochures and catalogs are tangible marketing materials that potential patients can reference, ensuring the healthcare organization remains top-of-mind when they require healthcare services.
• Healthcare information: Informative brochures and catalogs provide potential patients with essential healthcare information, including details about services, medical professionals, procedures, and patient resources. You can establish your organization as an authority in the healthcare industry by delivering valuable information.

Benefits of creating informative white papers and impact reports 

• Healthcare content marketing: White papers and impact reports, being long-form and in-depth content, demonstrate the healthcare organization’s expertise, offering valuable healthcare information to potential patients. This content marketing strategy helps position your brand as a trusted source of healthcare information.
• White papers: These comprehensive reports delve into specific healthcare topics, presenting research, analysis, and insights in a detailed format. White papers provide potential patients with in-depth healthcare information, helping them make informed decisions about healthcare services.
• Case studies: Impact reports or case studies provide real-life examples of successful patient interactions, medical procedures, or healthcare outcomes. Highlighting your organization's success stories can build credibility, demonstrate positive patient experiences, and attract potential patients.

Role of trackable digital content in healthcare marketing

Trackable digital content is your gateway to deciphering the effectiveness of your marketing moves. Through tracking, you can better understand consumer behavior, key performance indicators, and areas for optimization. 

With this knowledge, you're equipped to fine-tune your approach, making every piece of content a stepping stone towards a more informed, engaging, and successful healthcare marketing strategy.

Why ROI of healthcare content marketing is your best friend

Getting to grips with ROI in healthcare content marketing isn't just a number game; it's about smartly navigating your marketing efforts. Here's why keeping an eye on ROI is a game-changer:

• Spotting the winners: By tracking ROI, you're essentially seeing which pieces of content are bringing in new patients, making your patient community bigger, and giving your brand a louder voice. It's all about using those key metrics to see what's working and what's not.
• Proving your point: Showing off your ROI proves that your content marketing isn't just talk; it's bringing real value to the table.
• Know when to double down: By pinpointing what's working, you can double down on those strategies and adjust or drop the ones that aren't making the cut.

Remember, it's not just about the numbers; it's about pinpointing the strategies that work and fine-tuning your content creation. This is how you boost patient sign-ups and skyrocket your brand's visibility in the healthcare arena.

Interactive content types to enhance engagement

Interactive content types are practical tools in healthcare marketing, boosting stakeholder engagement, enhancing user experience, and engagingly delivering important healthcare information.

How interactive content boosts stakeholder engagement

Interactive content provides unique opportunities to engage potential patients, foster stakeholder interaction, and create memorable healthcare experiences. 

Here's how interactive content boosts stakeholder engagement in healthcare marketing:

• Valuable healthcare information: Interactive content delivers healthcare information captivatingly, encouraging stakeholders to explore, interact, and learn actively. It enhances engagement by providing potential patients with valuable healthcare details.
• Personalized healthcare experience: Interactive content allows healthcare professionals to customize healthcare information delivery based on stakeholder preferences, providing a personalized healthcare experience. 
• Enhanced user experience: Interactive content improves user experience by offering dynamic, visually appealing, and user-friendly digital platforms. By incorporating interactive elements such as quizzes, calculators, or design customization, you can provide an enjoyable digital experience, capturing stakeholders' attention and encouraging further interaction.

Leveraging social media in healthcare marketing

Social media stands out as a powerhouse for healthcare marketing. It's where conversations spark, communities thrive, and relationships with healthcare consumers are strengthened.

Establishing trust through testimonials: Picture a place where every positive review, patient testimonial, and success story shines a spotlight on your healthcare services. Social media offers a stage to amplify the voices of satisfied patients. These authentic experiences help establish trust, guiding potential patients to your door.

The power of perception: Social media serves as a mirror, reflecting the quality and reliability of your healthcare services through the lens of those who have experienced it firsthand. This positive reflection not only boosts your brand's credibility but also encourages new patients to step forward with confidence.

Building communities, fostering trust: Leveraging social proof on these platforms isn't just a strategy; it's a way to weave your brand into the fabric of the community, making your healthcare services a trusted name in a sea of options.

Now that you know the importance of leveraging social media for healthcare digital marketing, let’s explore how to create engaging social media campaigns. 

Crafting campaigns that connect

Running social media campaigns that resonate and achieve real impact is a blend of art and strategy. Here's how to ensure your campaigns each the right people with the right message:

Target with precision: Use the tools and analytics to understand who your social media audience is, what they care about, and how they interact with content. This precision targeting ensures your message lands in front of those who will value it most.

Post with purpose: What's at the core of your campaign? Whether it's raising awareness about a health issue, promoting a new service, or sharing patient success stories, make sure your message resonates. 

Be a good social citizen: Encourage engagement by asking questions, responding to comments, and creating content that invites interaction. Engagement is the currency of social media; spend it wisely to build community and loyalty.

Measure, learn, adapt: Every campaign offers lessons to be learned. Dive into the data to understand what worked, what didn't, and why. 

Consistency is key: Lastly, remember that consistency breeds familiarity and trust. Maintain a steady presence, with regular updates and consistent messaging, to keep your healthcare brand top-of-mind for when it matters most.

By incorporating these strategies, your social media campaigns can become powerful tools in your healthcare marketing toolkit, driving awareness, engagement, and trust in a way that's both efficient and effective.

Video marketing in healthcare: an emerging trend

In recent years, video marketing has become a powerful tool in marketing, enabling healthcare marketers like you to deliver engaging content, boost patient acquisition, and enhance brand awareness.

Developing engaging video content

Developing engaging video content is critical to successful healthcare video marketing strategies. There are many reasons why creating engaging video content is a good idea, including:

• Capture attention: Video content captures potential patients' attention, offering an interactive experience and an alternative to text-heavy healthcare content. Use video marketing to convey healthcare information in an engaging, visually appealing, and memorable way.
• Showcase healthcare services: Videos provide healthcare professionals with an effective means of showcasing healthcare services, medical procedures, and patient testimonials. 
• Enhance healthcare advertising: Video content is a powerful tool, allowing you to communicate key messages, build brand awareness, and promote healthcare services. 

Boosting patient acquisition with video marketing

Boosting patient acquisition is a crucial objective of healthcare marketing strategies, and video marketing plays an instrumental role in achieving this goal. Here’s how you can use video marketing for patient acquisition:

• Showcasing the patient experience: Videos offer healthcare professionals the opportunity to showcase the patient experience, highlighting satisfied patients, successful healthcare outcomes, and patient-provider interactions. 
• Visual demonstration of healthcare information: Videos allow healthcare professionals to visually demonstrate complex healthcare information, medical procedures, and treatment options, making healthcare content more accessible, understandable, and engaging.
• Attracting potential patients: Video content captures likely patients' attention, compelling them to learn more about healthcare services, medical professionals, and patient resources.

By leveraging video marketing strategies, healthcare professionals can attract potential patients, communicate key messages, and drive patient acquisition in the digital healthcare landscape.

Making sense of metrics

In the dynamic world of healthcare marketing, understanding the impact of your strategies is crucial. That's where analytics steps in, offering a treasure trove of insights that can guide your path forward. Here’s how it makes a difference:

Through analytics, you can measure how well your campaigns are performing. It's about looking at the complex numbers—website visits, new patient sign-ups, social buzz, and how far your content travels. This data is your roadmap, showing you what's working and what needs a tweak.

With solid data, you're in a prime position to fine-tune your approach. Analytics sheds light on which parts of your marketing plan are hitting the mark and where resources can be better spent. It's about making every message, every post, and every campaign more effective and aligned with your audience's wants.

Beyond just numbers, analytics helps you tap into the pulse of your audience. What are the emerging trends? How are consumer behaviors shifting? Understanding these patterns means you can stay ahead of the curve, tailoring your marketing efforts to meet the evolving needs of your patients.

Finally, analytics isn't just about the 'what'—it's also about the 'how.' By continually analyzing your efforts, you're equipped to optimize every aspect of your marketing strategy, from the content you create to the platforms you dominate. It’s a process of constant improvement, ensuring your healthcare message resonates more deeply with each passing day.

By embracing the power of data, you're not just guessing—you're strategically navigating the complex landscape of patient engagement, ensuring your marketing efforts thrive in a competitive healthcare ecosystem.

Using data-driven strategies for improved results

Let's dive into the power of numbers. 

Harnessing data-driven strategies can be a game-changer for healthcare marketing. Here's why it's a big deal:

• Pinpoint precision: With data, you're not just casting a wide net and hoping for the best. You get to know exactly who your audience is – their likes, dislikes, and everything in between. This means your marketing efforts can be super-targeted, making every cent count.
• Content that clicks: Ever wonder if your content is hitting the mark? Data takes the guesswork out. By diving into engagement metrics and feedback, you can tweak your messaging to resonate more deeply, ensuring your audience finds value in every interaction.
• Never stop improving: The beauty of data is that it shows you what's working (and what's not) in real time. This continuous loop of feedback and adjustment means your strategies get more potent and more effective with every campaign.
• Team triumphs: When everyone's looking at the same data, it's easier to get on the same page. This fosters a culture of sharing insights, celebrating wins, and collectively brainstorming ways to overcome challenges. It's all about moving forward together.

Embracing a data-driven approach doesn't just fine-tune your marketing efforts; it transforms them. It's about making informed decisions leading to meaningful connections and better patient care.

Wrapping up

Getting the digital marketing mix right means creating websites that speak to your patients, ensuring they find you first with solid SEO, and ensuring your site looks great on any device. 

But it's not just about looking good — it's about being easy to find and engaging once they get there through interactive content, social media conversations, and videos that tell your story. 

And remember, the real magic happens when you keep an eye on the numbers. Use analytics to see what's working and tweak what isn't. This isn't just about throwing ideas out there; it's about intelligent, patient-first strategies that grow with you. Good luck!

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Healthcare Marketing Case Studies

With the healthcare industry getting more and more competitive, now is the time to grow your health business online.

We have entered full steam into a Digital Revolution. This means you need to stay on top of the latest online marketing trends to increase your presence in front of your target patients.  

We at Digitalis Medical are a team of healthcare professionals who are passionate about helping others. 

We have integrated our healthcare expertise into our medical marketing agency to help other medical professionals experience success with their marketing efforts.

As they say, the proof is in the pudding. 

H i, I’m David Sanchez, RN. I’ m determined to help a healthcare brand in your city grow and get amazing results by using the most effective and latest digital marketing strategies.

But will it be you?

Schedule a call with me to learn the Top 3 Ways to rapidly grow your brand. 

Serious Growth for Healthcare Brands

• Case Studies

Here are just a few examples of how I've helped medical practices achieve incredible growth.

From 0 to 100 phone calls per month in 3 months.

North Valley Women’s Care is a brand new women’s health facility in northern Glendale, AZ.

Dr. Melissa Austin is an established OBGYN who wanted to open her own practice. 

Starting from scratch, she called Digitalis Medical to help promote her new practice, focusing first on creating its brand identity.

It was a fast turnaround. Within 2 months, North Valley Women’s Care was a flourishing practice.

The strategies integrated into North Valley Women’s Care healthcare marketing campaign were:

• Brand Design
• SEO Web Design
• Organic SEO, which was converted to a local SEO approach after Dr. Austin’s opened her new practice location 

The Results 

Dr. Austin’s website received over 1000 visitors per month after just 2 months of implementing these strategies!

Take a look at her results below:

Dr. Austin’s office also received over 100 calls per month from their Google My Business listing alone. 

This number does not include the calls she received from those who clicked her “Book an Appointment” button on her website.

“I trust Digitalis to do their work like my patients trust me to do mine. We are seeing a lot of new patients!”

Dr. Melissa Austin, MD

Founder, North Valley Women’s Care

Where do you want your practice to be 2 years from now?

National nutrition brand: 30% increase in organic traffic and purchases... in only 3 months..

The Need: More Organic Sales 

This client needed more sales from their online store, because most of their sales were from ads at the time.

Our focus was on low-hanging fruit: how can we get more organic traffic the most quickly?

We prioritized this healthcare SEO project like this:

1. Created new content focused on high-volume keywords we didn’t have content for yet, and 

2. We optimized pages ranking for high-volume keywords, but between #5 and 20 on Google. We stuck with keywords with an average search volume greater than 1000 average searches per month.

3. Built high-authority, high-traffic links to the new pages with our 3-step link building method, then linked relevant pages to each other.

4. Fixed local citation listings for the corporate office, which was missing a number of important high authority local citations.

5. Disavowed thousands of toxic links each month – links to their website from other sites that were broken links, hacked websites, spam, and porn sites.

6. Each month, we reviewed the performance of the priority pages we were focused on, to decide which pages needed new links built and which types of links.

The Results: 30% increase in organic traffic and sales purely from SEO... in 3 months.

Want to see how we can help your healthcare website , from 100 to 93,000 website visitors per month in 2 years.

What We Did:

Vascular & interventional specialists of prescott (visp) were looking to increase their online presence within the local community, wanting to get their name in front of as many patients as possible. .

To effectively do this, their marketing consultant recommended Digitalis. 

Based on what they were in need of, we found that the best strategy for them was to optimize for the local and organic search engines.

VISP experienced an astonishing 300% increase in phone calls by optimizing their local Google listing within 6 months. 

The practice also had a 100% increase in local patient visibility in 4 months.

Fast forward another year and a half, and they’re getting 93,000 website visitors per month from Google – without ads!

Let's get your digital marketing strategy together.

This local practice doubled their new patients in 6 months.

Prescott Medical Aesthetics provides medical-grade cosmetic and skincare enhancing services to its patients. 

Dr. Kim Harris was looking to increase her patient base as she was expanding the services she was offering.

It was important to provide an effective strategy that would bring amazing results within a budget that Dr. Harris was comfortable with.

The strategies implemented with Dr. Harris’s medical marketing campaign included:

• Website Speed Optimization
• Local Search Engine Optimization

After optimizing her website and improving its speed to boost her local listing results,  

Dr. Harris experienced a 50% increase in website traffic after just 3 months and a 100% increase at 6 months.

With the increase in patients, she had to expand her practice to accommodate the new influx! 

Let's get your healthcare website growing.

223% increase in organic traffic after seo website redesign, pacific neuropsychiatric specialists is a quickly-growing behavioral health practice with 7 physical locations and online telemedicine services . they wanted personal service from a marketing team specializing in behavioral health..

Based on their request, we decided the best strategy was to optimize for the local and organic search engines while redesigning their website in WordPress.

Our Process:

• Prioritize local SEO by optimizing their Google profiles for all 7 locations.
• Build local listings monthly for all locations.
• Simplify website structure to 3 layers with the new website, reorganizing the menu at the same time.
• Optimize the on page SEO transitioning to the new website: Meta Titles, Meta Descriptions, Alt Text, Schema, and more.
• Brought new publicity opportunities to Dr. Alva, the Founder, Chief Medical Officer, and CEO. We earned  features from WebMD , AOL, LifeHacker , PsychCentral , and more.

Pacific Neuropsychiatric Specialists saw 

• 62% increase in overall website traffic in 6 months
• 223% increase in organic website visitors
• Now 55% of their website visitors are finding them online through search engines

Let's get your healthcare marketing strategy together.

Seriously ready to grow your brand.

Hi, I’m David Sanchez, RN. I’m determined to help a healthcare organization in your city grow.

But will it be yours?

You can schedule a call with me to learn the top ways you can quickly get more new patients.

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Case Studies

&Marketing Case Study: Healthcare Digital Marketing Strategy Simplified

Business challenge summary.

A cutting-edge healthcare technology company ( BUDDI.AI ), whose target audience includes C-level healthcare executives, was poised for major growth in 2021. However, they were playing in a fragmented competitive landscape that would require them to creatively “break through the noise” in order to build and maintain brand awareness, drive lead generation, and achieve tangible results. To become a true thought leader and partner of choice in the industry, they needed to enhance their digital presence.

Like many growing businesses, this client had neither the time nor the resources to hire an internal team to drive the level of marketing strategy and execution needed in order to achieve success. They also struggled with bringing an unknown concept to market and helping potential customers understand the value that it brings to their companies.

The &Marketing team worked with BUDDI AI to quickly understand our technology platform and develop messaging based on data and Business Intelligence. During this time of rapid growth for our company, they found a way to harness the power of our own data and leverage it to get in front of the right audiences and decision-makers. This directly impacted our ability to more than double our lead generation goals in less than three months.

Co-Founder & Chief Architect, BUDDI AI

&Marketing’s Approach

Internal Discovery & Immersion

Due to the complexity and newness of the company and its product, a foundational “reset” was first needed, to create consistency and alignment within the company itself and ensure their positioning and messaging was delivered in a way that would resonate with their target audience. This discovery phase consisted of:

• A comprehensive review of backgrounding documents from the client
• Several internal stakeholder interviews and exercises
• Supplemental secondary customer research
• A high-level audit of competitor websites and messaging

&Marketing used this as fuel to build the following foundational outputs:

• Audience segmentation, customer research, and identification of pain points
• Brand voice and tonality/personality for each audience segment
• Value proposition and key message document, using our Storytelling & Branding framework
• The customer journey
• Alignment on success goals and KPIs (metrics)

  Business Intelligence

To identify digital marketing opportunities and create the building blocks for a comprehensive strategy and execution plan, &Marketing needed to first understand A) the target audience’s behavior online and B) the competitive digital landscape. To do this, we ran a Business Intelligence and Analytics project for this client to review and assess the d igital online landscape:

• Keyword Striking Distance Analysis: Identifying top keyword opportunities based on current rankings
• Enhanced Competitive Analysis: Identifying competitor strengths and opportunities in which Buddi could steal their online market share
• Nontraditional Competitor Analysis: understanding where our target audience is going to consume information about our product/service that are NOT competitors.
• “ People Also Ask” Research: Related online searches that may provide less expensive opportunities to rank or advertise for that reach our audience at each stage of the sales funnel

This research served as the building blocks for a future comprehensive strategy and execution plan that would include content, digital advertising, website enhancements, and SEO optimization.

Execution & Reporting

Discovery and Immersion combined with Business Intelligence data allowed &Marketing to create sophisticated, yet engaging content, automated email campaigns and highly targeted paid advertising on Google and LinkedIn helped to drive website traffic, lead generation efforts, and overall brand awareness.

In four and half months, we helped BUDDI.AI generate 253 qualified leads at cost per lead of $121 – more than double their goal and all within their budget!

Additionally, we helped increase website traffic 434% compared to the previous period, furthering BUDDI.AI’s presence amongst the marketplace.

We continued to support this client as their business expanded with new products and audiences.A comprehensive marketing strategy was developed that included digital marketing, social media exposure, website and SEO enhancements, content creation, sales enablement, email automation, and a lead generation plan that expanded their brand awareness and accelerated their sales efforts.

Are you facing challenges of your own in generating leads and meeting your business’s growth goals?

We’d love to learn more about your challenges and how a coordinated marketing approach might help take your organization to the next level.

About &Marketing:

&Marketing provides the robust outsourced marketing department growing companies need without the high overhead costs of big agencies or full-time employees. Our variable model empowers businesses to reach their growth goals through access to the guidance and expertise of senior level strategists and a flexible execution team.

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Revitalized Digital Marketing Strategy Increases Conversions for Top Health System

UX Audit Paves Path for Redesign

Digital Ad Campaign Leads to Huge ROI for Cardiovascular Institute

Building a User-Centered Intranet Through Stakeholder Input and Content Strategy

Integrated Content Marketing Hub Connects and Engages

Redesign Builds Digital Front Door for Tech-Savvy Patients

Medical Center Leverages Website Redesign to Better Engage and Compete

Academic Medical Center Leverages Sitecore Upgrade to Launch Digital Presence that Improves User Experience

Enhancing Business Listings for Locations and Providers Pays Off

Investment in Content Marketing Helps Community Live Well

We would love to help you tell your story. Let’s talk!

Case Studies , Local Advertising

Case Study: A Healthcare Marketing Success Story

May 18, 2021

Marketing is key for growth and sustainability for practices, clinics, hospitals and other healthcare businesses.

But since many medical businesses are owned and run by busy physicians, it’s important to find the right marketing strategy to invest your time, energy and budget in.

Some healthcare marketing statistics you should know:

• 41% of users say that social media impacts their choice of doctor or practice ( The Spark Report )
• On average, video marketers get 66% more qualified leads per year ( OptinMonster )
• 5% of all Google searches are health-related ( Google )
• Content marketing can generate three times as many leads as outbound marketing and costs 62% less ( Demand Metric )
• 30% of patients who watched an online video booked an appointment ( Google )

Local medical clinic drives success with healthcare marketing

One local medical clinic, with the help of their Marketing Success Manager and Content Writer, found a winning medical marketing strategy by sticking with the basics — SEO and content marketing, search ads and Facebook.

This back-to-the-basics healthcare marketing strategy led to major increases in both impressions and conversions.

Impressions:

Conversions

How did they do it?

Seo and content marketing.

When they started working with their content writer in November of 2019, they were ranking for only about 30 keywords. These days, they have nearly 300 keywords ranking.

To drive organic traffic to their website, their content writer optimized their site with relevant keywords, added new content to the website on a regular basis and created short videos to be featured on their website and Facebook page.

They focused their healthcare advertising budget on search ads, with campaigns for brand-related keywords, as well as service-related keywords.

Their cost per conversion averages out to be about $67, and their ad ROI was roughly $29/1.

Facebook marketing

In addition to running search ads and driving organic traffic on search engines, they built brand awareness with Facebook marketing, including both organic posts and ads.

Digital marketing has a bad rep for being overly complicated and time-consuming. But, as this medical clinic’s story demonstrates, having a basic healthcare marketing strategy can lead to results that are anything but basic.

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Account M27176 Screenshots 1-4 taken on 5/4/21 Screenshot 5 taken on 5/18/21

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Healthcare Digital Marketing: 5 Essential Points To Try Now

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Stay up to date with the latest digital trends.

In an era when technology rules, digital marketing allows the healthcare sector to meet the changing needs of patients. Healthcare digital marketing is a powerful tool for providers to effectively reach and engage patients.

This guide covers key healthcare digital marketing strategies, including:

• Enhancing online presence with search engine optimization (SEO)
• Leveraging social media platforms
• Utilizing content marketing techniques
• Implementing video marketing strategies
• Personalizing patient communications
• Pay-per-click advertising tactics
• Tracking and analyzing marketing data

These strategies help healthcare providers and professionals connect with patients, build trust, and enhance the patient experience. Let’s go!

Are you looking for help with marketing your healthcare business? Watch the video below to learn our approach to healthcare marketing and why 150+ healthcare companies have chosen Digital Authority Partners to help them generate more leads and patient appointments.

1. Enhancing Online Presence with SEO

SEO boosts online visibility and patient outreach. With patients increasingly using search engines to find healthcare information, a good SEO strategy boosts medical practices, clinics, and hospitals' online presence.  

Healthcare providers can increase visibility and help patients find them by optimizing website content, using relevant keywords, and following medical SEO best practices , including:

• Conduct extensive keyword research to identify healthcare search terms used by patients. Incorporate these keywords naturally into website headings, titles, meta descriptions, and body text.
• Use unique title tags and meta descriptions on each webpage. They should accurately summarize the page's content and contain relevant keywords for search engine rankings.
• Create high-quality, informative content to answer patients' questions. Blog posts, articles, FAQs, and patient education materials should naturally include keywords and offer valuable insights and solutions.
• Improve website accessibility and usability by simplifying navigation. Clear headings, logical URL structures, and internal linking help users and search engine crawlers navigate the site.
• Make sure the website is mobile-friendly. Test the site's mobile-friendliness with Google's Mobile-Friendly Test to ensure easy navigation and readability on mobile devices.
• Optimize images, use browser caching, and reduce scripts to speed up websites. Pages that load quickly improve user experience and search engine rankings.

Implementing these strategies can significantly enhance a healthcare website's visibility, improve search engine rankings, and provide a better user experience.

2. Leveraging Social Media Platforms

Social media allows healthcare marketers to connect with patients , share health information, and build trust online. Facebook, Instagram, X (Twitter), and LinkedIn allow patients to communicate and receive personalized health advice.

Social media also helps healthcare providers share updates , promote services, and build a loyal audience for healthcare content and interaction.

These engaging social media content types can boost healthcare digital marketing . 

• Educational health content . Share simple health tips, wellness advice, and medical procedure explanations in infographics, short videos, or carousel posts.
• Patient stories and testimonials. Showcase patient successes, testimonials, and healthcare experiences. Real-life stories humanize the practice and reassure potential patients about the provider's benefits.
• Behind-the-scenes insights. Show the team, equipment, and daily operations of the healthcare facility or practice. Offering an inside look at the practice builds audience trust and transparency.
• Live Q&A sessions or webinars. Invite healthcare professionals to answer questions and discuss trending health topics in live sessions or webinars. These interactive sessions educate and engage audiences.
• Health awareness campaigns . Participate in or start health awareness campaigns.  Support the cause and increase community involvement by sharing statistics, tips, and resources.
• Interactive polls and quizzes . Use healthcare polls, quizzes, and surveys to engage the audience. This encourages participation and reveals audience preferences and health interests.

These social media strategies for healthcare audiences establish the practice as a trusted health information source, increasing credibility and engagement.

3. Utilizing Content Marketing Effectively

Content marketing empowers patients to make informed decisions about health conditions, treatment options, and preventive measures through blogs, articles, videos, and infographics. Healthcare providers increase patient satisfaction and loyalty by providing relevant and trustworthy content. 

These content types are popular with healthcare audiences:

• Blogs and articles . Health, treatment, wellness, and healthcare news articles and blogs can engage readers seeking in-depth information.
• Patient stories and testimonials. Patients' positive outcomes or treatments can inspire trust and confidence through real-life stories, testimonials, or case studies.
• Infographics and visual content. Visual aids like infographics, charts, and diagrams simplify medical information. 
• Health tips and educational conten t. Quick, actionable health tips, preventive measures, and educational snippets on health conditions, treatments, and lifestyle choices are both easy and popular.
• Videos and webinars . Informational videos, webinars, and healthcare professional interviews are dynamic ways to deliver healthcare messages and advice.
• Interactive tools and quizzes. Interactive tools like health quizzes, symptom checkers, and self-assessment quizzes encourage audience participation.

Content tailored to these formats helps healthcare providers educate patients, communicate, and connect with their audience. These boost engagement and healthcare outcomes.

4. Implementing Video Marketing

Video marketing is popular in healthcare because it provides engaging and informative content. Healthcare providers can use videos to explain complex medical information, share patient stories, and provide educational content on social media. 

Videos simplify medical concepts, demonstrate procedures, and build patient trust, making them an effective healthcare marketing tool. High-quality videos improve healthcare communication and engagement.

Create engaging and effective healthcare videos with these digital marketing best practices.

• Create clear videos on medical procedures, treatments, and complex health topics. Videos can dispel myths and educate patients.
• Showcase healthcare departments, advanced equipment, and amenities with virtual tours. This familiarizes patients with the environment before their visit, reducing anxiety and improving their experience.
• Record patient video testimonials about their healthcare experiences, recovery, and successes. 
• Host live video sessions with healthcare professionals answering questions and discussing health trends. 
• Create educational videos on health conditions, prevention, lifestyle, and medication management. For consistent viewership, organize content into episodes.
• Interview staff, show daily operations, or discuss healthcare innovations.  

5. Personalizing Patient Communications

Healthcare patients benefit from personalized communication . Personalizing communications to patient preferences, medical history, and needs fosters empathy and understanding. 

One way marketers personalize is through email. They send engaging messages, appointment reminders, and educational content. Meanwhile, patient portals allow secure access to health data, provider communication, and updates and recommendations.

Experts in healthcare digital marketing use these tips to personalize email and patient portal communications:

• Use patient data to segment email lists by demographics, medical history, or preferences. Send segment-specific emails with preventive care tips or treatment updates.
• Write personalized emails to patients by name and mention their healthcare needs or interactions. 
• Send personalized appointment reminders, post-appointment instructions, or follow-ups via email. Include appointment dates, times, and patient-specific pre-visit preparations.
• Encourage patients to use secure portals with personalized features like medical record access, test results, and provider communication. Guide users to maximize portal benefits.
• Provide personalized health tips, medication reminders, and wellness recommendations via email or patient portals using patient data. 
• Send patients personalized feedback or surveys via email or patient portals. Patient feedback helps identify preferences, concerns, and satisfaction.

These strategies personalize patient communication, strengthen patient-provider relationships, and improve healthcare patient experiences.

6. Using PPC Advertising in Healthcare

Healthcare providers can efficiently target specific patient demographics with PPC advertising. Using PPC platforms like Google Ads or social media advertising, providers can target ads by location, age, interests, and search queries to reach the right audience. 

This approach improves healthcare marketing campaigns by targeting those most likely to use the services or information. Creating effective PPC campaigns in healthcare while adhering to advertising regulations involves several key strategies.

• Adhere to healthcare advertising regulations such as the Health Insurance Portability and Accountability Act of 1996 (HIPAA) and Food and Drug Administration (FDA) guidelines. 
• Avoid using patient testimonials with identifiable health information without consent and making unsubstantiated treatment or product claims.
• Make healthcare services, treatments, and products transparent in PPC ads. Avoid deception and misinformation.
• Select relevant and targeted keywords in PPC campaigns to reach the intended audience without infringing on sensitive healthcare topics. Avoid broad or unrelated keywords that may generate irrelevant clicks.
• Focus PPC ads on educational content that provides value without guarantees. Include disclaimers, disclosures, and medical references to support ad claims.
• Use a landing page that matches the PPC ad's messaging and provides clear, accurate information about the advertised healthcare services or products. Keep messaging consistent to avoid misrepresentation.

Check PPC campaigns regularly to ensure healthcare compliance. Stay current on guidelines and adjust campaigns quickly when they change.

7. Tracking and Analyzing Marketing Data

Tracking and analyzing digital marketing strategies helps providers understand audience preferences. It allows for measuring key performance indicators (KPIs), such as website traffic, conversion rates, and engagement metrics. It also helps measure return on investment (ROI), providing valuable insights into which strategies resonate most with patients. 

This data-driven approach helps healthcare marketers optimize campaigns, allocate resources, and improve digital marketing to engage and serve their audience. These methods track website traffic, conversion rates, and patient engagement.

• Google Analytics . A powerful free tool that tracks website traffic, user behavior, conversion rates, and other important metrics. It reveals audience demographics, user journeys, and marketing campaign effectiveness.
• Conversion tracking . Use conversion tracking in Google Analytics, Google Ads, and social media ads. This tracks user actions like appointment bookings, form submissions, and downloads to assess campaign success.
• Heatmap tools . Heatmaps from Crazy Egg or Hotjar show where users click, tap, and scroll on websites. Marketers use heatmaps to optimize page layouts by showing user behavior.
• Customer relationship management (CRM) software . Track patient engagement, interactions, and follow-ups with healthcare CRM software. These tools centralize patient data to assess engagement and improve communication.
• Email marketing analytics. Email marketing platforms track open, click-through, and engagement rates. These platforms improve patient engagement with email campaign insights.
• Social media analytics tools. Facebook Insights, Instagram Insights, and LinkedIn Analytics measure engagement, reach, clicks, and demographics. These assess social media campaigns and audience engagement.
• Surveys and feedback forms . To get direct feedback, implement patient surveys or feedback forms on the website or patient portals. Patient satisfaction, preferences, and improvement areas are assessed by analyzing responses.

Key digital marketing strategies involve a multifaceted approach to reach and engage the audience. Embracing strategies such as SEO for improved visibility, content marketing for informative and engaging materials, and social media for direct engagement is crucial. 

Additionally, implementing personalized patient communication, maintaining ethical standards, and continually analyzing marketing data for optimization is indispensable. Healthcare marketers should embrace these approaches to remain competitive, enhance patient connections, and deliver valuable information and services.

What emerging digital marketing trends should you be prepared to adopt as a healthcare provider? Be competitive and build your healthcare brand’s authority online. Contact Digital Authority Partners today.

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American Vision Partners

Modernizing healthcare digital marketing for a traditional vision care provider

Current Healthcare Digital Marketing Landscape

While the healthcare consumer of today is much different from the healthcare consumer of the past, much of healthcare digital marketing is still stuck in the 2000s. When compared to other industries, healthcare does not rank favorably when it comes to customer experience. According to a survey by Econsultancy and Adobe, when asked “How do the following industries compare in terms of being fast to respond, offering choices for communications and other elements of your experience as a customer?”, healthcare ranked fifth out of seven consumer industries, ahead of only automotive and government! It’s clear that the rapid change in patient behavior has exceeded the pace of change for many healthcare marketers, where digital marketing is often just a website built for aesthetics instead of a patient-first experience.

Healthcare Marketing Services Provided

• Website redesign
• Content strategy
• User experience design
• Website development
• Quality assurance
• Creative development
• Influencer marketing
• Data and analytics

Who is American Vision Partners?

This was the challenge facing American Vision Partners (AVP), one of the nation’s largest and fastest-growing eye care physician services organizations. AVP serves communities throughout Arizona, New Mexico and Nevada, with more than 125 nationally-recognized doctors at 104 locations, including 57 full-time clinics, 28 satellite clinics and 19 ambulatory surgical centers. Through heavy M&A activity, AVP suddenly had to manage a portfolio of six well-known brands including Southwestern Eye Center, Barnet Dulaney Perkins, Retinal Consultants of America, M&M, Abrams Eye Institute, and Visage Aesthetics and plastic surgery.

The Challenge

How do you modernize AVP’s digital marketing and web infrastructure to meet the needs of the empowered healthcare consumer and drive economies of scale across all brands?

Piloting the transformation of AVP’s digital marketing

The pilot for transforming AVP’s digital marketing would be the Southwestern Eye Center website, which delivered the lion’s share of revenue through surgical procedures like Lasik and cataract surgery. While Southwestern Eye Center had a long history in the market with strong brand recognition and affinity scores from current and past clients, competitors were starting to encroach, and they knew that recognition and reputation alone would not be enough. They also had a unique content challenge: although the majority of revenue comes from cutting-edge surgical procedures, they also have in-house optometrists and highly rated medical staff. Yet they couldn’t go to market heavily promoting these other capabilities, as this would be in direct competition with the many everyday eye care providers who refer surgical business to them. So although they didn’t want to compete, they still needed to get their full story told.

Turning challenges into opportunities

While brand recognition and reputation for Southwestern Eye Center were high, the reality of their website didn’t live up to this. Aside from not being responsive, content was loosely organized, pages had too many CTAs or duplicate forms which confused patients, and overall there was a feeling of crowdedness. The prevailing logic seemed to be more is better – more words, more CTAs, more forms, more pictures and more information. This content chaos was having a ripple effect on SEO and more importantly, meant they were falling behind on key healthcare digital marketing trends.

Specifically:

• While search marketing is an important tactic in nearly all industries, it is even more pronounced in healthcare, where 92% of healthcare consumers aged 18-34 said they go online for research, before a visit or call.
• 62% of healthcare consumers say that they expect their providers to offer online appointment booking, while 44% say that this functionality is “very important” to them.
• Close to 60% of healthcare consumers said they would “absolutely” or “very likely” switch providers if they offered an experience that included faster appointments, online booking, and video appointments. This figure rises to an overwhelming 94% among consumers aged 18 to 34.

These statistics were pulled from a report conducted by eConsultancy, The Consumerization of Healthcare .

Exceeding consumer expectations of a healthcare website

We saw an opportunity to create something that exceeded consumer expectations and delivered a competitive advantage. And we translated this into four key priorities for AVP’s healthcare digital marketing strategy.

• Transform the current website to be a hub of patient engagement
• Increase local and organic search visibility and rankings so Southwestern Eye Center is more easily found (and not just for the surgeries)
• Create self-service tools for patients that are fast and frictionless
• Deliver excellent UX design and build a scalable solution for future web builds of other AVP brands

The Solution

To deliver on these priorities, we focused on the following.

Defining a New Tone

Because Southwestern Eye Center didn’t have a defined tone, we created one – one that was conversational while retaining the credibility of the organization. We wanted the audience to know that they were engaging with a reputable and trustworthy vision partner that was also accessible. We wanted them to feel a level of comfort to further self-educate and ultimately make an appointment. It was critical to the organization to not only communicate the quality of the doctors, their specific specialties and the locations they service, but also enable the website's users many ways in which to schedule an appointment with ease.

Streamlining & Restructuring Website Content

While the website housed a wealth of informational content, it needed to be streamlined and restructured to be more user-friendly, less overwhelming and – more importantly – found by search engines. We knew that the way people find/search/choose a vision doctor is very interconnected, so creating cross-linking opportunities within the site was crucial.

User Experience Improvements

Regardless of where the patient was in their journey, we focused on creating a patient experience that was frictionless. Through a thoughtful information architecture, we made it easy for patients to access the information they seek in as few clicks as possible.

Redesigning Tools and Quizzes For Lead Generation

One of the goals of the project was to repurpose as much content as possible from the original site. We redesigned the existing self-evaluation tools and quizzes to fit within the updated user experience so that patients would continue to have important resources to guide them through their personal journey, at their own pace, with the ultimate goal of scheduling an online appointment.

ADA Compliance

It was also critical that we were attentive to these audiences' special needs as it related to visual impairments. At the very beginning of the engagement, LaneTerralever and Southwestern Eye Center put a stake in the ground to set the bar for an ADA compliance standard of AA 80% or higher.  This would ensure that contrast levels, font sizes, and other potential visual impairments were tested throughout the design, development and quality assurance processes.

Scalable and User-friendly CMS

Finally, all of this had to be delivered by a Content Management System (CMS) that empowers the marketing team to perform routing marketing activities without having to rely on expensive resources such as a development team. So we created a WordPress framework with a variety of templates that could be utilized as a foundation to build out new sites for AVP’s other brands as well as implementing HubSpot for marketing automation efforts.

If a superior patient experience can be measured quantitatively, then we delivered! Take a look at how we moved the needle for Southwestern Eye Center. Keep in mind that these metrics are a year-over-year comparison for the time period of May 2019 to December 2019.

Increase in scheduled appointments for optometrist visits and ophthalmologist surgical procedures

13% increase in scheduled appointments compared to the previous year prior to launch

Increase in the number of self-evaluation quiz completions on the website (Huge hit!)

86% increase in quiz completions

Increase in call volume to appointment centers

12% lift in calls to call center

Increase in organic search rankings

• 99% lift in new users
• 87% lift in sessions

What our clients say

"I can trust LT with this important enterprise web and digital initiative. They really know digital, but more importantly, they understand what matters and resonates with our patients. They speak our language and understand the needs of a multi-location healthcare provider."

- Chris Bird, Vice President of Marketing

Continuing Success

With the success of Southwestern Eye Center’s new website, we have begun work with other AVP brands including Barnet Dulaney Perkins Eye Center, another well-known brand in the Southwest. We recently collaborated with influencers on their behalf to increase awareness and combat misconceptions about LASIK including recovery time, high cost, potential pain, and fear factor of the unknown. Through their stories, shared on blogs, Instagram posts as well as Facebook Live, these influencers are making a big difference by showcasing their personal results.

It is increasingly evident that consumers expect the same quality of experience and convenience that they enjoy in other areas of their lives, and healthcare is no exception. While healthcare digital marketing has traditionally lagged behind other categories with many healthcare providers still stuck in the 2000s, our work with American Vision Partners has armed them with the tools they need to be a success in 2020 and beyond.

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The Complete Guide to Healthcare Marketing in 2024

Written by: Unenabasi Ekeruke

The healthcare industry is evolving fast. With so much information available, patients have more options than ever before. The reality is that patients are no longer compelled to visit the healthcare provider closest to them.

A study by Think with Google reveals that 84% of patients use offline and online sources for hospital research. In another study, 66% of internet users check online for information about a medical problem or disease.

Without marketing, you may struggle to attract patients. Even your most loyal patients may drop off if you don't engage them.

Healthcare marketing has the potential to boost your reach, increase the influx of patients and keep your brand at the top of their minds.

Not sure how to market your healthcare practice in a hyper-competitive industry? This practical guide is just what you need to do it right.

We'll teach you everything you need to know about healthcare marketing. You'll also learn how to create and execute your healthcare marketing strategy, with templates to get you started.

Let's get to it.

Table of Contents

What is healthcare marketing, why is healthcare marketing important, how to create a healthcare marketing strategy, 10 essential healthcare marketing templates.

Healthcare marketing is the process of attracting and engaging patients, delivering health information and interventions and guiding them through their healthcare journey.

It also refers to the tools and techniques used to increase brand awareness, attract patients and keep them engaged. The objective of healthcare marketing is to:

• Deploy marketing strategies that will draw attention to your brand
• Deliver valuable resources and content to patients
• Protect and promote the health of patients
• Improve their healthcare experience
• Increase satisfaction and build loyalty

Health care marketing cuts across the care continuum. It doesn't matter if you're a doctor, caregiver, hospital, healthcare provider, or marketer. Investing in strategic healthcare marketing helps you stand out in a competitive niche.

And there's more. It helps you drive engagement, rev business growth and achieve a positive ROI.

Achieving success in healthcare marketing requires using multiple marketing tactics and channels, including:

• Social media
• Paid advertising
• Search Engine Optimization (SEO)
• Email marketing
• Video marketing
• Content marketing

By utilizing both traditional and digital marketing strategies, you can reach more patients and convert them into paying customers.

The healthcare industry has become a more competitive niche than people realize. That's because patients are exposed to a myriad of healthcare options. They can't be trapped with whatever hospital, plan or practitioner they're using.

What was previously a volume-based industry has become a value-based industry centered around delivering quality healthcare. Hence the need to constantly communicate value through omnichannel marketing efforts.

Let's go over the overarching reasons you should invest in healthcare marketing.

1. Expand and Scale Healthcare Organization Reach

Gone are the days when patients had to rely solely on word of mouth or trust their physician. Nowadays, more people turn to the internet for healthcare solutions.

At the comfort of their homes and offices, they can read online reviews, explore social media and other platforms to get the help they need.

The stats say it all.

• According to a study done by the Pew Research Center, 77% of patients begin their search for medical information and solutions on search engines.

• About 41% of patients say social media impacts their choice of healthcare service provider and facility.

Although you need to go above and beyond to improve your services, you should also prioritize your healthcare advertising.

Health marketing offers a golden opportunity for you to reach a wider audience across multiple channels.

First, you'll need a robust online presence to attract prospective patients, educate and turn them into customers.

For example, Mayo Clinic is a top healthcare brand that has taken marketing to a whole new level. The company has a massive and impressive online presence on Facebook, Twitter and YouTube. Also, their blog contains in-depth and insightful posts about different aspects of healthcare. Their healthcare branding is so prominent that it's known internationally.

2. Set Your Healthcare Business Apart

The competition is heating up in the healthcare industry. Currently, there are 784,626 companies in the US healthcare sector and the number continues to grow.

Without strategic marketing efforts, your healthcare business will struggle to survive and eventually die. So how do you stand out in an increasingly competitive market? The simple answer is that you must prioritize strategic healthcare marketing.

Effective healthcare marketing involves researching customers' needs and addressing them. Providing value-based healthcare and share-worthy experiences puts your brand steps ahead of your competition.

But that's not all. Healthcare marketing increases your strategic advantage to attract more patients and grow your business.

Keep in mind that global healthcare spending is expected to surpass $10 trillion by 2022 . So if patients want to see a doctor or subscribe to healthcare services, why not you?

It all starts from marketing campaigns that communicate your promise of value and what differentiates you from competitors.

3. Establish Thought leadership in the Healthcare Industry

Establishing thought leadership attracts new opportunities to advance your business. It positions you as an authority, showing you're ahead of the curve and among the best in your niche. It's one of the most effective and organic methods of digital marketing for healthcare.

However, you don't become a thought-leader overnight. It requires a consistent series of marketing and PR efforts that presents your brand as a trusted advisor and shapes people's perceptions about it.

Although thought leadership may appear to be a lofty concept, it is pretty simple in practice. Here are a few ways to become a thought leader in the healthcare industry.

• Create, share and promote valuable and health-related content consistently.
• Share insights on your website, blogs, social media channels to gain traction
• Host and participate in events, seminars, and research communities.
• Engage with your community by reading and responding to comments on your content.
• Forge strategic partnerships with other leaders in the healthcare space.

Thought leadership amps up the visibility and credibility of your healthcare brand. The best part? It increases the likelihood of a patient choosing your brand over other competitors.

4. Boost Patient Engagement and Long Term Relationships

Staying healthy is a lifetime practice requiring active care and frequent health checkups. However, if you don't engage with your patients, they'll only see you once and never return.

The thing is, healthcare is often intertwined with emotions. And marketing has become more and more personalized, just like healthcare.

So you'll need to deploy marketing strategies that increase engagement and build deeper relationships with patients.

By engaging your patient via content, email, telephone and other marketing channels, you can:

• Share health advice and information relevant to their symptoms and conditions.
• Encourage patients to live healthy lifestyles that promote their overall well-being.
• Remind them to schedule visits at regular intervals for their health maintenance.

Also, online surveys and reviews let you learn more about patient needs and improve their experience.

What's in it for you? Well-executed healthcare marketing strategies help you increase patient retention, build trust and earn long-term loyalty.

For example, United Healthcare launched an award-winning "We Dare You” Campaign to connect and engage with its audience.

The campaign challenged people to make small changes to live healthier and share one photo of them performing that dare. This campaign was aimed at

• Promoting healthy habits
• Helping people improve their quality of life
• Increasing audience engagement
• Fostering key relationships

Beyond earning several awards, United Healthcare saw an increase in reach and social engagement.

Now that you know why healthcare marketing is essential, how do you use it to your advantage? First, you need an effective healthcare marketing strategy to achieve meaningful results.

A marketing strategy is a holistic plan of how you're going to reach prospective patients and turn them into repeat customers. All this can be streamlined by using the right digital marketing platforms and tools.

In this next chapter, we'll look at how to create a healthcare marketing strategy that amplifies your reach and drives growth.

1. Define Your Target Audience and Understand Them

Customers are the heart of your business and marketing strategy. In fact, your business exists to meet their needs. So you should understand their pain points and values and how they think to craft the best healthcare marketing activtives.

Before choosing marketing tactics and channels, you must first learn about the people who genuinely require your product or service. This activity will enable you:

• Identify the best channels to reach them.
• Craft messages that resonate with them and drive action.
• Deliver experiences that keep them coming back for more.

Understanding your customer base is not a one-time event. Instead, it should be viewed as an evolving process of gaining valuable insight over time.

How do you identify who your customers are? There are several ways to achieve this.

• Create a survey to collect demographic, psychographic, geographic and behavioral data from patients.
• Talk to your healthcare support team. They have valuable insight from ongoing conversations with patients.
• Analyze website data to understand the interests of your visitors.
• Create and validate buyer personas. Buyer personas are character representations or descriptions of your ideal or average customer.

Read this article to learn more about creating buyer personas for your business.

Use this attractive template to visualize the traits of your ideal customer.

2. Analyze Your Market

Once you're sold on who your ideal customers are, the next step is to analyze your market. One way to get a feel of the current market conditions is to conduct a SWOT analysis using the template below.

SWOT analysis is a marketing technique that enables you to identify strengths, weaknesses, opportunities and threats related to the healthcare industry.

You can pinpoint factors that will make or break your success in achieving your marketing goal.

The good news is that there's always something to learn from this assessment. Having a clear understanding of the market can help you to:

• Profile your competitors and identify what makes them stand out
• Spot growth opportunities within your industry
• Position your business to stay ahead of the competition
• Understand the needs of your target patients and serve them better

In a nutshell, it reveals what you're doing well and where you are missing it.

For example, you can assess your overall business and marketing tactics to see how they stack up against your competitors. These assessments could reveal gaps in your marketing tactics and how to improve performance. It can also help you to optimize any future healthcare marketing campaigns to increase your ROI.

For instance, educational content could be an excellent opportunity to reel in more leads into your funnel. But without this assessment, you won't know if your content is hitting the mark.

Make sure to build on your strengths while addressing your weaknesses. Then, look out for low-hanging marketing opportunities and take advantage of them.

3. Set Realistic Healthcare Marketing Goals

Before you invest resources into marketing your brand, you need to set your goals.

Why does it matter? Goal setting gives you a clear roadmap to achieving success.

Essentially, you want to answer these questions:

• What are you looking to achieve?
• Why is it critical for you to achieve these goals?
• How do you track progress and measure success?

Are you looking to increase awareness of your brand? Do you want to acquire more leads? Are you interested in driving traffic to your website? Do you want to increase the number of new patients or retain more patients?

It's not enough to have a list of goals. Your goals should be specific, measurable, achievable, realistic and time-bound (SMART). In addition, each goal should have a key performance indicator to help gauge your performance.

Don't make the mistake of setting goals that aren't tied to positive business outcomes. Unfortunately, many health companies fall into this trap. Rather be sure your marketing goals are in sync with your overall business goals.

For instance, let's say your goal is to increase brand awareness or sales. You can deploy multiple marketing strategies such as paid ads and SEO to drive traffic to your site.

However, you're going to have to:

• Track site visits and clickthrough rates to see how people engage with your ads.
• Monitor your sales funnel to know how many visitors become leads and customers.
• Identify how your marketing efforts contribute to revenue and overall business growth.

List your goals in writing and share them with your team. This will enable you to track your KPIs, stay organized and ensure goals are met.

Create SMART goals and keep tabs on them using the beautiful template below.

4. Create Valuable Marketing Content

In this era of information overload and shrinking attention span, creating relevant content is more than ever.

At this point, you've gathered enough information about your target audience. Now, it's time to make it count. Statistics show that 72% of consumers say they'll only engage with marketing outreach tailored to their specific interests.

So what can we learn from this? Your content marketing strategy should focus on creating content that resonates with your audience. Not only will this endear them to your brand, but it will also increase your engagement and online visibility.

Start by identifying their triggers and addressing their frustrations in your content. It will make them feel special and inspire trust in your brand.

Be sure to communicate how your practice will address their unique needs and change their lives. This can provide a myriad of healthcare marketing ideas for various platforms and marketing spaces.

Reiterate what sets you apart from other healthcare solutions. Feel free to throw in social proof to pique their interest and swing their purchase decision in your favor.

Content production doesn't have to be a hassle. Visme makes it super-easy for you to develop marketing materials in line with your content production schedule.

Once you've created a core marketing message and content production schedule, map your content into each stage of the buyer journey.

In the awareness stage, you can create educational content that helps patients understand common health problems.

You can create in-depth guides and industry reports about specific health conditions at the interest phase. Or another angle could be to share how patients can navigate healthcare treatment journeys.

The decision phase should feature content that positions you as the perfect healthcare provider to help solve their health challenges. As your patients prepare to make decisions, case studies, testimonials and reviews can tip the scales in your favor.

Finally, make sure to create a content creation plan and stick to it. Your plan should highlight goals, topic clusters, format, channel and schedule for each piece of content. Also, it should explain the problems your content is solving for your buyer persona.

5. Evaluate the Best Channels to Market Your Business

With your content sorted, you need to determine how you will get it in front of the right prospects. Finding the best channels for your message and staying consistent with engagement are critical components of modern healthcare marketing.

Let's go over the best channels for marketing your healthcare brand.

Social Media

Social media is the perfect avenue for healthcare marketers to engage with patients and a large online community.

You can share reviews, educational guides, tips, case studies and more on multiple social media channels. By posting helpful content, you build credibility - a critical factor in patient acquisition and retention.

However, organic social media isn't enough, considering the number of content shared on social platforms daily. Although it's a valid marketing strategy, it can be daunting to reach a wide audience without paid promotions. And that brings us to the next point -paid ads.

Since social media algorithms have made it harder to reach audiences organically, paid ads give you the extra push. Ads tend to provide better brand visibility and deliver higher marketing ROI.

Unlike SEO or local search, which takes a long time to deliver results, paid ads offer instant results. You can create paid advertisements on Google, Facebook, Twitter, Facebook, and LinkedIn.

The beautiful thing with paid ads is that you can set a budget and pay when a user takes a desired action. However, the platform you'll use depends on where your audience is. If you're targeting professionals, LinkedIn advertising is your best bet.

Facebook ads attract the attention of over 2.9 billion monthly users . Google ads increase your rankings on search engines and drive people to your site. YouTube is the largest platform dedicated to video, with over 2 billion monthly users.

We recommend using multiple offline and online marketing channels. Omnichannel marketing increases your chances of reaching as many prospects as possible.

Optimize for SEO

You may wonder why you should use SEO when you've already got a good PPC campaign strategy. SEO and PPC work together to make your healthcare marketing strategies effective

Organic search results are a top traffic source for most local healthcare businesses.

Patients generally find local providers, practices and healthcare services in several ways.

They generally search for practice types like "dental practice near me." Or search for a specific healthcare provider like "dentist near me. They could also search for procedures like "teeth fillings, extractions and cleaning.''

Implementing SEO strategies can enable you to take advantage of prime real estate in:

• Organic search results.
• Local SEO results located under the ads, including maps, business listings and review rankings.

Optimizing your website and content for search is the ticket to ranking high in organic search results. It also maximizes your reach to prospective patients searching locally for a doctor.

Here's how to make your website rise to the top of search engine results

• Publish relevant and authoritative content.
• Keep your website and content up to date.
• Make your website optimized for any device-be it mobile, tablet or desktop.
• Use descriptive file names and relevant keywords in title, meta description and content.
• Have a referral-worthy website. Encourage online reviews and have people mention your site in news sites and top-ranked resources.
• Ensure your online listings like Google MyBusiness , Healthgrades , Vitals , CareDash and others are correct and updated.

Use the SEO marketing report template below to track your SEO performance and identify areas for improvement.

As a marketer, having a functional app website is critical to your success.

Why does it matter? Your website houses key customer touchpoints such as:

• Contact forms
• Appointment forms
• Patient portals Landing pages

Build mobile-responsive healthcare websites that provide seamless user experiences. Google cares about user experience and will tilt towards websites that offer better experiences.

Remember to test your website for speed. People are less willing to put up with slow loading sites than ever before.

Email is not dead. It's the marketers' playground in every industry, including healthcare. Email marketing is a powerful way to reach new patients and support existing ones.

According to a MailChimp's email benchmark report , the average email open rate for health and fitness-related emails is 21.48%, with an impressive click rate of 2.69%.

No matter your niche, you can automate email campaigns to engage, build and nurture relationships with patients.

For example, you can share educational content, personalized health reminders and tips. Or you can automate appointment reminders or send personalized emails based on their health status, medical history or interest.

The goal is to keep up communication with patients even when they don't need your medical services at the time. By making them feel valued, they'll surely stick around, rave about your brand and recommend you to other people.

Reviews and Testimonials

Reviews and testimonials are feedback patients leave to show how they truly feel about your service. It can play a big role in acquiring new leads and moving prospects along the healthcare marketing funnel .

According to research from Software Advice, 71% of patients start their search for a new doctor by reading online reviews.

What could this possibly mean for your healthcare brand? When these social proofs are positive, they could:

• Portray you as a credible and trustworthy healthcare service provider
• Amplify your organic reach
• Create an emotional appeal for your service

If you want to garner positive reviews, you'll have to make conscious efforts to:

• Provide channels for customers to leave reviews
• Thank patients for their patronage
• Frequently follow up with them to show you care
• Respond and try to resolve negative reviews

Reviews don't belong in your inbox or private repositories. Be sure to place them on your website, social media channels, marketing materials and wherever your people can see them.

If you're looking to produce timely, relevant, consistent marketing materials that reel in excellent results, Visme has everything you need. We've got a comprehensive library of templates, tools and design elements to make your content shine.

You can create marketing content from scratch or leverage our professionally designed templates to jumpstart your creativity.

6. Assign a Budget

No matter how unique your strategy is, it will be impossible to execute it without a budget. Unfortunately, most healthcare institutions allocate more of their budget to operations. Yet, only little goes to marketing.

Paid campaigns in online and traditional advertising channels often add up quickly. But when integrated, they help you maximize ROI.

To achieve meaningful results, you need to allocate enough funds to

. How much money you will spend depends on your marketing goals, channels and target audience. You can assign a percentage of your revenue to sales and marketing. Or tie it directly to the sales goals you want to achieve.

In any case, you want to be sure you're getting a good return on your investment. And the answer lies in tracking your marketing spend and results on different channels.

Track and share a balanced marketing budget with your team using the stunning and customizable template below.

7. Measure Your Healthcare Marketing Efforts

Your healthcare strategy isn't complete without detailed tactics to measure success. Tracking your marketing performance helps you identify what's working and areas that need improvement.

Google Analytics is effective for analyzing website traffic and performance. Tools like Crazy Egg and Hotjar help you track "attention hotspots" and visitor behaviors on your site.

Customer relationship management (CRM) tools like HubSpot help you monitor how patients interact with your business. You’ll also get reports on your sales activity, productivity and overall pipeline.

Google Adwords is perfect for tracking your pay-per-click ads and results. And if you want to track how people engage with your content, SEMRush and BuzzSumo are valuable tools.

With marketing reports, you can bring your marketing data together. Using the template below can help you track marketing activities, spending and results across different channels.

8. Create a Healthcare Marketing Plan

You've probably spent a significant amount of time developing a marketing strategy. Now you're wondering if you need a marketing plan. And the answer is yes.

Your marketing strategy highlights the approach and resources you'll need to achieve your business goals. But your marketing plan defines the specific actions you'll take to execute your strategy. It contains a detailed rundown of marketing activities, including:

• Marketing channels you'll use
• The specific action you'll take and those responsible for each activity
• When you will implement these marketing activities
• What it will cost to execute your strategy
• How you will monitor your performance and success

An intuitive marketing plan template can assist you in creating a roadmap for executing your healthcare marketing strategy. Furthermore, it will link everything back to your practice, keeping you on track with the overall business goals.

Watch the video below to learn more about creating a marketing plan that keeps your team in sync and drives results.

At this point, you're probably buzzing to get to work.

Here's what you should know. Thriving in a constantly evolving healthcare industry requires bringing your A-game. You need to supercharge your practice with stunning healthcare marketing materials that give you an edge over your competitors.

Visme offers a variety of healthcare marketing templates to scale your brand and take your marketing to the next level.

Here are some of the best health marketing templates to ignite your creative spark.

Template #1: Healthcare Marketing Plan

Do you want to keep your marketing strategy organized and execute it effectively? Then this marketing plan template is a perfect fit.

This document visualizes your marketing activities across multiple channels, execution timelines and anticipated outcomes.

You can tweak this template to track your marketing efforts from a high-level view and keep your team in sync. Feel free to change the colors, fonts and other elements to suit your taste.

Template #2: Cancer Disease Awareness Infographic

Patient education is a big deal in healthcare marketing. It's necessary to influence patient behavior and improve health.

Best of all, educating patients shows that you care. This can help you build trust and increase patient retention. The infographic template below is a useful tool for raising awareness about health conditions.

The template features icons, graphs and legends for easy data interpretation. It also has a call to donate at the bottom to drive emotional appeal.

With a few clicks, you can change color themes and fonts, and add interactive elements like links, animation, and pop-ups.

Template 3#: Vaccine Comparison Infographic

Reliable information about vaccines could save someone's life. But from a marketing point of view, you have the chance to position your brand as a thought leader.

Gone are the days when you had to blow your budget to create consistently helpful content. This neat and stunning Visme infographic template is easy to customize.

The rich jade background drives visual appeal and makes your information pop. You can customize the color scheme to match the tone you want to convey. Choose trendy fonts from Visme's contemporary collection to enhance your message.

Template #4: Medical Case Study

There's no better way to convince patients that you can solve a problem than by creating case studies. It positions you as an authority in your niche and attracts patients to your practice.

This easy-to-use case study template is perfect for

• Nudging prospects along your marketing funnel
• Providing deeper insights into specific health and
• Highlight the effectiveness of your treatment regimen.

Feel free to tweak the fonts, color and use visual aids to make your document eye-catching and readable.

Template #5: Dentist Video Testimonial

Did you know that more than 50% of Americans report patient testimonials and reviews are critical when choosing a physician? Yes, you read that right.

This beautiful video testimonial template is a perfect addition to your marketing arsenal.

Use this template to give prospects a feel of other satisfied patients' experiences with your service. And then watch patients' purchase decisions swing in your favor.

You can incorporate adjustable shapes, icons and bright colors into the overall design for that extra dose of details.

Template #6: Healthcare Marketing Report

You've invested your time, efforts and money in marketing. Great job! Now it's time to know if your efforts are paying off.

The template below is designed to help you track marketing performance for your optometry practice. It covers key aspects of your marketing, including strategy, metrics and future considerations.

Communicate key marketing metrics like web analytics, campaigns, social media engagement using Visme's visualization tools like:

• Interactive maps

Template #7: Medical White Paper

A white paper is mid-funnel marketing content that showcases your expertise. It can enhance your reputation and stimulate your patient's interest in your brand.

The template below is well-crafted to set you apart as a thought leader in your niche, make your brand visible and drive collaborations. Plus, you can use it to educate your audience and promote your health care practice.

The template is fully customizable. You can modify the content, fonts, logo, colors and other visual elements to make it your own.

Template #8: Medical Marketing Booklet

Market your hospital and medical services using this stunning booklet template below.

This template features a bright blue color that creates a strong visual appeal. You can highlight your services, promise of value and what differentiates you from other competitors.

Each image, font and design element blends perfectly and creates a cohesive theme, making your message and visuals stand out.

The best part? Visme's online drag and drop tool makes it simple to customize this template without prior design know-how.

Template #9: Wellness Webinar Presentation

If you're looking for an effective way to position your services in a patient's mind or drive leads into your sales pipeline, webinars fit the bill.

Webinars put your brand in front of more people and help you convert leads faster. They're a proven marketing tool for communicating with your audience, both on-demand and real-time.

However, you need to craft a visually-appealing presentation that engages your audience from start to finish. Else you'll lose audience attention and potential sales opportunities.

Use this eye-catching webinar presentation template to attract, engage, educate and convert patients.

Template #10: Social Media Post

Nowadays, everyone is online. Sharing social posts and online ads can help you meet patients right where they are. Be it on Facebook, Instagram, Twitter, LinkedIn and so on.

Using eye-catching and powerful imagery, text, colors, GIFs and animations like the one in the template below can make a huge visual impact. You're sure to command the audience's attention and convey your message seamlessly.

For example, the social media post template is ideal for promoting vaccination services. Notice how the high-quality image blends nicely and complements the message.

Not sure how to ads and social media posts like this one? You don't need to blow your budget on hiring a professional designer. Instead, you can customize this template to meet your needs. Or use Visme's design tool to create attractive marketing materials from scratch.

Healthcare Marketing FAQ

Here are answers to some frequently asked questions about developing a healthcare marketing:

Q. How does social marketing work in healthcare?

Social marketing in healthcare uses the same principles of traditional marketing to address social issues related to health. It utilizes research, segmentation, messaging, and channels to promote behavior change, encourage healthy habits, and address public health concerns.

Q. How do I create a healthcare marketing plan?

To create a healthcare marketing plan, start by defining objectives, identifying target audiences, conducting market research, and developing messaging strategies. Then, outline tactics, allocate resources, set timelines, and establish metrics for evaluation and optimization. With Visme you can easily create a healthcare marketing plan by choosing one of the many professionally made marketing templates. Each customizable to meet your healthcare and patient marketing needs.

Q. Why is market segmentation important in healthcare?

Market segmentation in healthcare is important for tailoring marketing efforts to specific patient groups with unique needs, preferences, and behaviors. It allows healthcare organizations to deliver personalized messages, services, and experiences, leading to increased engagement and better outcomes.

Upgrade Your Healthcare Marketing Strategy With Visme

Healthcare marketing is an ever-changing world with limitless possibilities. It offers ample opportunities to expand your reach and scale your practice.

But if you want to see meaningful results, you need various marketing materials to power your strategy. Visme is the perfect tool to get you where you want to be.

With Visme, you can easily create marketing assets and materials within a few seconds. Be it logos, business cards, white papers, surveys, flyers, reports, videos and much more — just name it.

To help healthcare professionals like you create better marketing materials without having to learn design, we put together a rich library of templates, visual aids, and design elements.

Check out our article on Infographic Design 101 For Healthcare Professionals to learn how to make your healthcare subject matter stand out.

Develop a healthcare marketing strategy that sets you apart.

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About the Author

Unenabasi is a content expert with many years of experience in digital marketing, business development, and strategy. He loves to help brands tell stories that drive engagement, growth, and competitive advantage. He’s adept at creating compelling content on lifestyle, marketing, business, e-commerce, and technology. When he’s not taking the content world by storm, Unenabasi enjoys playing or watching soccer.

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Results That Make a Difference: HAP & WebFX

Check out this healthcare digital marketing case study to learn how WebFX helps Healthcare Administrative Partners (HAP) grow their business and achieve their goals to reach more healthcare providers!

INCREASE IN ORGANIC SESSIONS

Increase in email subscribers, let’s get started.

“WebFX helps us achieve our business objectives by listening to our challenges, learning the nuances of our business/audiences, and recommending ways to reach our goals. They always have an answer for every question and a solution for every issue.”

About Healthcare Administrative Partners

Founded in 1995, HAP helps professionals in the medical industry better serve their patients and grow their practices by providing expert radiology billing, coding, and revenue cycle management services.

HAP helps their clients in the healthcare industry improve all areas of their financial health with top-tier revenue cycle management, clinical analytics, and comprehensive practice management solutions for radiology practices. They also provide coding services for multispecialty practices.

Wanting to grow their presence online in search results and attract more leads to serve even more healthcare providers, HAP turned to WebFX.

The challenge

“We do not have any in-house expertise when it comes to SEO and internet marketing.” That’s what HAP had to say when describing the challenges with expanding their online visibility.

Knowing they needed an experienced partner that could help them make waves in the healthcare industry, HAP came to WebFX with the following challenges:

• Boosting rankings in search engine results
• Increasing qualified organic traffic from search engines
• Staying up to date with Google search algorithms
• Monitoring website performance
• Expanding online presence

HAP’s partnership with WebFX helps them monitor their website’s performance in the search results and make optimizations that help them drive traffic, leads, and revenue.

Services Used

Business impact

HAP partners with WebFX for search engine optimization (SEO) and LinkedIn advertising services to drive more organic traffic, high-quality leads, and ultimately, more revenue for their business.

Since working with WebFX, HAP has seen a 63% increase in organic sessions and a 7% increase in email subscribers!

This means they’ve experienced a 63% increase in web traffic from users who found their website in search engine results pages (SERPs) , along with increasing their email subscribers by 7%. And their results only continue to grow.

HAP had this say to say about their partnership with us:

“They advise us on SEO best practices for our website to attract qualified site visits and keep us up-to-do date with changes to Google search algorithms. They constantly monitor our site performance with knowledge and skill that we do not have ourselves.”

When asked how WebFX helped them achieve their goals, they shared:

“Since working with WebFX, we have seen steady month-over-month and year-over-year increases in our website traffic. They have also assisted us with cosmetic updates to our website that have allowed us to stay consistent with our updated branding.”

Hand-crafted solutions from WebFX

To help HAP succeed online and grow their business, we crafted a personalized SEO strategy and LinkedIn advertising campaign tailored to their unique needs and goals.

Our SEO experts conducted in-depth competitor analyses and keyword research to craft a custom strategy that would help them outshine their competitors in the search results.

We made critical website optimizations and improvements to help HAP rank for high-value keywords, improve their visibility in search engines, and drive more qualified traffic to their website.

Our social media experts crafted a personalized LinkedIn advertising campaign with unique, compelling ads that grew their brand awareness, captured their target audience’s attention, and encouraged users to visit their website.

When reflecting on their company’s success from working with WebFX, they shared:

“Having a partner like WebFX has been tremendously helpful in ensuring we have a web presence that attracts the right people to our company. We trust that they have our best interests in mind and have shown over many years that they are experts in what they do. They have become a seamless part of our team.”

Grow your online presence and revenue with custom healthcare digital marketing services

Are you ready to take the leap in driving more revenue with our services after reading this impressive healthcare digital marketing case study? Our team is ready to help your business grow!

At WebFX, we take the time to get to know you, your team, and your company to craft a personalized strategy that helps you meet your unique needs and achieve your goals.

The award-winning team at WebFX has more than 28 years of experience driving incredible results with our top-tier healthcare digital marketing services .

We’ve already helped clients drive over $6 billion in revenue and more than 24 million in leads in just the past few years.

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Navigating success: healthcare marketing case studies unveiled.

Revealing Insights from Healthcare Marketing Pioneers.

How We Helped Vance – A Money Transfer Fintech Platform Increase Organic Traffic by 60-70% From a Targeted Location in 3 Months

How We Helped Qikink – a Print on Demand and Dropshipping Platform to Increase Organic Traffic by 56% in a 3-Month

How upGrowth Created a Strategic Growth Plan for a SEBI-Registered Investment Advisory Business in 2 Months

How upGrowth helped deAsra Foundation in Digital Growth

How upGrowth Created Affordable and Super Effective Social Media Marketing Packages for MSMEs

How upGrowth Created a Strategic Growth Plan and Go-To-Market (GTM) Strategy for an Ayurvedic Beauty and Personal Care (BPC) Family-owned Business in 2 Months

How we helped a fintech brand to rank at +15,000 featured snippets from 0 in 6 months

How we Boosted Monthly Sales for a Food Tech Startup

How upGrowth Helped Digbi Health to Achieve +500% Traffic via Organic Medium within 3 Months

How upGrowth Helped Chittlesoft Achieve +300% Traffic and 40% Lead Increase via Organic Medium within a 1 Month.

How We Helped an EdTech Brand To Achieve Business Growth Through Facebook and Google Ads in 30 Days

How We Helped Nivesh – a Fintech Platform to Increase an Organic Traffic by 700% in a 6 Month

How we Created a Go-To Market Strategy for an EdTech

How we Created an Actionable Go-To Market Strategy for an Education Platform

How we Helped a SAAS Executive Coaching Platform Increase Organic Leads by +80% and Paid Leads by +120% in 48 days

How we Helped a Stock Market Company Achieve Organic Growth by +140% in 42 Days

Helped Masakha become Pune’s Top Seafood Restaurant

How we Achieved ACoS of <5% for Home and Appliance Product Category that every Amazon PPC Expert ever Dreamed of!

Multi-Pronged Campaign drove 40% Business Growth for deAzzle

How we Increased Paysquare’s Website Traffic by over 70%

How we Helped Lendingkart achieve Business Growth of 20% through Google Ads

How we Helped Merchter to generate 6+ ROAS within One Month!

How we Decrease the ACoS of Lifestyle Product Category by 49%, Increase Revenue by 6X and Increase the Total Number of Orders by 300%

How we Triumph the Fintech Client Expectations and Delivered CPL with Less than 56% Cost through Facebook Advertising

How we Triumph the Fintech Client Expectations & Delivered Leads at Less than 75% CPL through Google Ads

How we Helped a Boutique Grow Steadily and Generate Revenue Upwards of $5 Million!

How we Helped an E-cigarette Company Reposition their Brand and Generate over $4 Million in Sales

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How we Helped Nutrition by Lovneet Achieve 8X Growth

Charting the Course to Excellence: Healthcare Marketing Case Studies that inspire

In this collection, we uncover the strategic brilliance and innovative approaches that have propelled healthcare brands to unprecedented success. Each of these Healthcare Marketing Case Studies has been curated to inspire you and offer valuable insights into the dynamic strategies that have reshaped the industry. Whether you’re a healthcare professional seeking to elevate your marketing prowess or an enthusiast fascinated by the intersection of health and creativity, join us as we unveil the stories of resilience, adaptability, and triumph that define excellence in healthcare marketing.

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What are the key performance indicators and metrics used to measure success in these healthcare marketing campaigns?

Key performance indicators (KPIs) and metrics in healthcare marketing campaigns include patient acquisition rates, engagement on digital platforms, conversion rates, and brand sentiment analysis. These metrics collectively gauge the effectiveness of campaigns in reaching and resonating with the target audience, providing actionable insights for optimization. Tracking patient retention rates and measuring the impact on overall health outcomes further contribute to a comprehensive assessment of campaign success, ensuring a holistic understanding of the marketing strategies’ impact.

How have collaborations with other healthcare providers or influencers been leveraged in the marketing strategies depicted in the case studies?

Collaborations with healthcare providers and influencers are leveraged to enhance credibility, expand reach, and foster community trust. By aligning with trusted figures in the industry, these campaigns benefit from increased visibility and authentic connections, ultimately driving positive outcomes. These partnerships extend beyond promotional efforts, facilitating knowledge exchange and promoting a collaborative approach to address broader healthcare challenges and innovations.

What role has patient feedback and engagement played in shaping marketing strategies in these healthcare case studies?

Patient feedback and engagement are integral in shaping marketing strategies, emphasizing the importance of patient experience. Insights gleaned from feedback mechanisms inform adjustments to communication approaches, service offerings, and overall patient satisfaction, contributing to long-term success. Actively incorporating patient testimonials and success stories into marketing materials adds a human touch, resonating with audiences on a personal level and reinforcing the organization’s commitment to patient-centric care.

How do these case studies demonstrate the importance of aligning marketing strategies with the overall mission and values of healthcare organizations?

These healthcare marketing case studies highlight the significance of aligning marketing strategies with the mission and values of healthcare organizations. Cohesive messaging reinforces brand identity, builds trust, and resonates authentically with stakeholders, creating a unified and impactful presence in the healthcare landscape. Integrating ethical considerations into marketing practices not only strengthens organizational integrity but also fosters a sense of social responsibility, further enhancing the organization’s reputation and patient loyalty.

What insights can be drawn from these case studies on the effectiveness of community outreach and public health campaigns?

Community outreach and public health campaigns are shown to be effective in raising awareness and fostering health education. By actively engaging with communities and addressing public health concerns, healthcare organizations build a positive reputation, promote preventive care, and contribute to the overall well-being of the community. Integrating digital platforms for community engagement and leveraging partnerships with local organizations amplify the reach of these campaigns, establishing a sustainable and collaborative approach to public health initiatives.

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Case Studies: Discover How We Deliver Results For Our Clients

Digital Health Case Studies

Digital health case studies.

The following case studies can be used by innovators and instructors to explore specific issues, challenges, and opportunities that companies face in identifying, inventing, and implementing new health technologies. We hope that this first collection, which spotlights innovators working in the broad area of digital health, will be instructive to those interested in this rapidly changing field.

Disclaimer of Endorsement: All references to specific products, companies, or services, including links to external sites, are for educational purposes only and do not constitute or imply an endorsement by the Byers Center for Biodesign or Stanford University.

Stanford Biodesign provides broad and diverse resources to help you learn, connect, advance, and innovate.

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Creating Case Studies for Digital Health and Technology Competency in Nursing

Affiliation.

• 1 Clinical Associate Professor (Dr Kunkel), School of Nursing, University of Minnesota, Minneapolis; Myrna Pickard Endowed Professor (Dr Tietze), College of Nursing and Health Innovation, The University of Texas at Arlington; Associate Professor (Dr Wilson), The University of Alabama, Birmingham; Contributing Faculty (Dr Fant), College of Nursing, Walden University, Minneapolis, Minnesota; Clinical Assistant Professor (Dr Rivard), College of Nursing & Professional Disciplines, University of North Dakota, Grand Forks; Clinical Assistant Professor (Dr Belchez), School of Nursing, The University of Kansas, Kansas City; Assistant Professor (Dr Forman), College of Health Professions, The University of Texas Rio Grande Valley, Brownsville; and Clinical Assistant Professor (Dr Husson), School of Nursing, Virginia Commonwealth University, Richmond.
• PMID: 37229722
• DOI: 10.1097/NNE.0000000000001458

Background: Nursing programs and their faculty must ensure that graduates have the informatics, digital health, and health care technologies competencies needed by health systems.

Problem: A gap exists in nursing faculty knowledge, skills, and abilities for incorporating informatics, digital health, and technologies across curricula because of low focus on this area in faculty development initiatives and rapid adoption and evolution of technologies in health care systems.

Approach: The Nursing Knowledge Big Data Science initiative Education Subgroup used a process to create case studies for including informatics, digital health, and the concomitant clinical reasoning/critical thinking competencies across curricula.

Outcomes: Three case study examples were created using the process.

Conclusions: The process for creating case studies that incorporate required informatics, digital health, and health care technologies can be used by nursing educators for teaching across their curricula and to assess student competency.

Copyright © 2023 Wolters Kluwer Health, Inc. All rights reserved.

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Conflict of interest statement

The authors declare no conflicts of interest.

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