As far as digital marketing goes, the healthcare industry is fairly new to the concept of strategically driving visitors to a site. By astrategically,a we mean optimizing a site to receive non-branded traffic, which essentially consists of visitors who may not know an organizationas reputation or are simply not searching for a specific brand to find a solution. Of course, getting potential patients to the site is just the beginning; the ultimate goal is to obtain repeat and referral business from patients. Healthcare organizations can accomplish this by facilitating the completion of tasks, which in turn builds trust between the patient and brand.
Trust has become one of the most important commodities of a healthcare brand. Patients want to know a hospital or healthcare center has their best interest at heart, so they are turning to the web to find out if this is the case. Over 80 percent of Internet users have searched the web for health information.