Health e-marketing: 6 keys to an effective health services marketing strategy

  Services

• The importance of e-marketing in the field of health services
• Components of a healthy e-marketing strategy
• Easy to navigate website
• Informational blog
• Informative email bulletins
• Inspirational and informative videos
• Search engine optimization and its importance for healthy e-marketing
• Healthy e-marketing via social media
• Conclusion: linking all of the above together

Health e-marketing must keep pace with the continuous development in health care. We witness every period the emergence of a new, improved treatment, the laying of the foundation stone for a modern facility, or the expansion of physicians’ specialties. Healthcare organizations are constantly striving to provide patients with a higher standard of care.

Unlike other fields, healthcare serves a very wide audience. Today’s audience is also becoming more dependent on apps and websites. Patients are increasingly relying on websites to make healthcare decisions.

You should prioritize a healthy e-marketing process and keep your organization at the forefront of change, even online. So use these 6 keys to an effective email marketing strategy for your health services that will connect you to patients and attract many potential customers in today’s patient-centric market.

Components of a healthy e-marketing strategy

A healthy email marketing strategy can include the following

Easy to navigate the site

informative blog

Informational emails

Inspirational and educational videos

Powerful SEO Features

Attractive social media strategy

6 keys to a strong health e-marketing strategy and marketing health services online

Easy to navigate website

Your website serves as a welcome gateway to your organization. It is usually the source of the first impression your company will make and plays an important role in the patient’s decision to choose your facility or go elsewhere. So the user experience should be facilitated as much as possible. If people are visiting your website, they are likely looking for answers for themselves or loved ones and want to find what they are looking for quickly to take action.

Patients already search for health information online, so make sure your website is patient-focused and easy to use. Take the Mayo Clinic website, for example. It is easy to use and has powerful offers on the home page.

It is simple for visitors to schedule an appointment, connect with the Mayo Clinic, browse resources, or sign in to a patient’s account. Placing these items on the home page makes finding them so easy that users don’t have to search all over the site.

Informational blog

Your blog complements a robust and simple-to-use website. With 1% of all Google searches for medical symptoms and 3.5 billion overall, 35 million medical searches online per day. Take advantage of all these searches by creating a content-rich blog that provides information about health conditions, answers to questions, and quick tips and advice that a user can get without going to the doctor. Plan your calendar around the occasions of months or days designated for a specific disease or the appropriate timing for other topics related to your health institution.

And don’t forget that people feel comfortable reading about other patients who have experienced a particular treatment, condition, or surgery; it can help increase your blog readership. Although you can display testimonials of recommendation in various places around your website, your blog is a great place for an in-depth reading about another patient’s success. Rather than short clips, blogs tend toward featuring in-depth stories about patients and their journey from diagnosis to recovery.

The Social media Marketing Agency blog contains a constant stream of content covering various health topics. Its simple way of browsing makes it easy to choose reading positions according to health categories, such as men’s health or heart health. In addition, readers can easily find the blog subscription option and featured posts are highlighted by viewing the blog posts that got the most comments.

Informative email bulletins

Patients indeed are the first to search for information, but email is a way to be one step ahead of them. What if they find the information in their inbox before searching for it? By sending a monthly email newsletter, you will continue to educate patients by providing new content that they can apply to their health.

The idea is to provide your email database with various information to grab your audience’s interest. Personalize and categorize email messages based on the interests and needs of the recipients so that they receive information relevant to their needs. For example, submit a video, a new blog post, or provide news that will provide readers with information on different topics. Plan to keep your clients up to date with what’s happening in your organization or health.

Inspirational and informative videos

The audience is increasingly inclined towards visual content. According to the World Stream Research Foundation, one-third of all online activity is video views. So if you can put your doctors in front of the camera and get them to talk about their area of ​​expertise, it will inevitably increase their credibility and attract the audience looking for the expertise of your doctors.

The Cleveland Clinic video series features a group of doctors enthusiastically talking about their expertise and describing their views on patient care. Seeing a doctor in a video describing a condition or procedure can make patients feel more comfortable about what they are experiencing, especially if that doctor is the doctor they are treating themselves. The video can also make the patient feel as if they have already met the doctor and increase the level of comfort by seeing the doctor’s facial expressions, behaviors, and even hearing his voice.

Like a blog, your videos are another suitable place for your recommendations. The only thing that compares to reading about another patient’s experience is witnessing it firsthand via videos and hearing from the doctor, patient, and family members describing the experience from start to finish. In addition, video is an effective medium where lighting, music, and story work together to evoke emotion when telling a story in ways that a blog post can’t. These elements can elicit emotions such as passion, hope, courage, fear, and various other emotions that cannot be conveyed solely through the written word.

Search engine optimization and its importance for healthy e-marketing

You can have the best website, the most useful information, the best posts for your blog, emails, and videos. But what’s the point if they can’t be found? Through the search engine optimization (SEO) process. You can increase the quality and quantity of your traffic by focusing your content on specific keywords. That patients can use in their searches. If you’re in a hospital with multiple service lines. You’ll need to do keyword research with a tool like Semrush or Hope Spot to determine which keywords are best ranked on each page. You will need to research the keywords currently driving traffic to your website and those of your competitors.
You’ll see top keywords, search volume, keyword difficulty, and CPC when you search for healthcare.
With these results, choose a keyword with a lower difficulty score (so that it is not difficult to rank for) and has a high search rate. Create content around this keyword and incorporate it into your copy. For example, to develop a page that works around a particular service line, include this keyword in the page title, the first half of the page, the meta description, the page title, the alt image tag, and within the main version of the page. You can create content around this same keyword and related subtopics and link them to the page. For example, say your keyword is “Cleveland Urologist” maybe some sub-articles are: When can you meet a urologist? Or symptoms of incontinence or treatment of overactive bladder.
Keywords are important, but they should look natural in the rest of the copy. Avoid excessive use of phrases and keywords on the page; Google will penalize you for “keyword stuffing” if the phrase appears multiple times.

Visit: Healthcare Marketing Agency for more info.

Healthy e-marketing via social media

If your healthcare organization does not have a social media presence. You’re passing up an excellent opportunity to engage your audience. Social media, when used properly, is an excellent promotional tool.

60% of social media users are likely to trust social media posts and activities by doctors or any other group that performs a different activity. According to the Facebook Charts Archive. So plan your posts wisely, make sure you write them in advance. And offer a variety of content on your page. Having social media expands your reach to patients.

How to Create a Social Media Marketing Plan in 2022?

The hospital is sharing videos and posting blogs highlighting its patients caring staff, future events. And dozens of positive patient reviews. Another great feature is the “Book Now” button that takes patients to the hospital’s doctor page. So that patients can easily select the doctor that best suits their needs.

Conclusion: Linking all of the above together

A strong e-marketing strategy for health services is most effective when it is simplified. Where each component is in sync with the other rather than working in isolation. In addition to meeting regularly with your marketing strategy team to discuss changes or updates. Link these elements through your content management platform. This will enable you to track the performance of your efforts as a whole and identify areas that need improvement. Many healthcare organizations already run their e-marketing efforts on Hub spot or other similar platforms. Doing so helps them review past efforts and makes planning their future strategies easier. In addition, platforms like Hope Spot. Which can support your marketing endeavors with their constant updates to help you better serve the healthcare industry and the users you attract.

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