Help us welcome Jay and John!

Yesterday was pretty awesome for a Monday. Bagels were enjoyed. The coffee was flowing. And we welcomed two new guys to the office. Let’s get to know Jay Buerck and John Bracamontes.

Meet Jay Buerck!

Jay Digital Optimization StrategistJay joined the industry about 9 years ago as a marketing team member of three Inc 500 award-winning companies, all built through online marketing. He’s done it all: SEO, PPC, Online Reputation Management, and Social Media Marketing. As Digital Optimization Strategist at Evolve, Jay is excited for the opportunity to focus on conversion rate optimization, in addition to SEO and Paid Search activities. Read more

Actions for Effective Healthcare Marketing Strategy

It’s growing more common for people in need of healthcare to explore their options online before making an appointment. With search engines making it so simple to compare and contrast brands and provide answers to questions, why wouldn’t someone start their treatment from the comfort of their home?

SERP

Because people search for solutions online, digital campaigns are an unavoidable aspect of an effective marketing strategy for healthcare brands. But even the face of digital marketing changes as new mediums and opportunities for engagement gain traction. Blog posts, white papers, and email newsletters still play a viable role in online healthcare marketing strategy, but they alone are not enough to thrive, especially when lead generation and conversion rates are the lifeblood of an organization. So where do you start?

Healthcare Marketing Scorecard

Determining your audience is a two-fold process, but the steps coincide with keyword research. The first challenge is understanding how your solutions can fulfill needs for your consumer base. Most companies have this figured out early in the product development phase or through keyword research, which should illuminate gaps in on-site content. The second aspect is defining the audience you are targeting; this becomes more evident as you organize the volume of traffic for different keywords. However, itas not enough to define them as the parties needing your solution or service. Effective healthcare marketing strategy will seek a comprehensive view of these individuals. By taking stock of your audience’s demographics: age, income, gender, and other details, you can combine your observations with existing research to determine effective marketing approaches.

Invest in a social presence

Some healthcare companies, particularly those focused on older demographics, are inclined to ignore social media and leave that medium to younger generations. We do not recommend this. According to a 2010 Pew International report, the number of social network users among the 50-and-older crowd increased by 88 percent over the past year. Among the 65-and-older crowd, social media use doubled. Today, three years later, we can only imagine how many more older adults are active online. Developing and monitoring social media profiles is a time-consuming process, but the resulting digital presence has potential to be one of the most valuable aspects of your healthcare marketing strategy. Additionally, because Generation Y expects brands to be active on social media channels, ignoring the need to communicate via Facebook or Twitter may portray the brand as unwilling to adapt.

Optimize your website

Most businesses recognize the need to have a company website, but in today’s market, that’s not enough to draw an audience. A well optimized, user-friendly website is a foundational piece of healthcare marketing strategy. 1. Organize the site effectively The first step in optimization is building a website that is clean, clear and easy to use. Navigation must be user-friendly, for both visitors and search bots that crawl the website. Standard rules to follow include:

  • Make sure each page title, title tag, and meta description is unique and relevant
  • Eliminate all issues related to duplicate content
  • Organize URLs to be brief and inclusive of keywords
  • Descriptively name image files
  • Make sure the sitemap is updated

Additionally, lead generation resources, such as a newsletter sign-up or a preventative care worksheet a should be prominently displayed to maximize leads and conversion opportunities. 2. Update content Content also needs to be consistently updated and directly related to the terms your brand is targeting. Use basic SEO principles to outfit your website’s content with keywords that will appeal to online search queries. Online search traffic can provide a valuable stream of promising leads when this optimization is properly done. 3. Enable mobility Websites should also be mobile-optimized. This includes working location-specific keywords into your content and facilitating tasks for visitors. For example, enabling phone numbers to automatically prompt a call when clicked will allow visitors to seamlessly schedule an appointment. Forward-thinking healthcare marketing strategy will develop mobile-optimized lead generation and contact forms that can be easily filled out on a mobile device, making your company more accessible and creating a new stream of leads.

Pay for Visibility

Search engine optimization is difficult. Achieving favorable positions organically in the search engine results pages does not happen overnight. Fortunately, there is still a way to score a position at the top of a page, thus capturing the attention of potential patients. Paid Search is an advanced form of advertising that displays sponsored messages to searches containing specific keywords. Sponsors only have to pay when the ad is clicked, making this advertising channel more budget-friendly than traditional methods. Just make sure you are sending visitors to strategically-designed, relevant landing pages.

digital health of hospitals preview

Revise and refine using analytics

Between Google Analytics, social metrics, and strategy insights developed in-house, digital marketing delivers critical information that helps you understand how campaigns are performing, particularly in relation to lead generation and conversions. By reviewing this data consistently, marketers can identify areas for improvement and other campaigns that might benefit from a greater investment. Ultimately, these changes should help boost conversion rates and improve the ROI from your healthcare marketing strategy. In an industry growing more competitive and saturated with options, healthcare marketing strategy professionals must discover new ways to set their brand apart. Be mindful of the opportunity existing on the digital front, and be willing to invest in the creation of content, on-site optimization, and paid search.

Necessary Actions for Effective Healthcare Marketing Strategy

It’s growing more common for people in need of healthcare to explore their options online before making an appointment. With search engines making it so simple to compare and contrast brands and provide answers to questions, why wouldn’t someone start their treatment from the comfort of their home?

healthcare marketing essentials

Because people search for solutions online, digital campaigns are an unavoidable aspect of an effective marketing strategy for healthcare brands. But even the face of digital marketing changes as new mediums and opportunities for engagement gain traction. Blog posts, white papers, and email newsletters still play a viable role in online healthcare marketing strategy, but they alone are not enough to thrive, especially when lead generation and conversion rates are the lifeblood of an organization. So where do you start?

Healthcare Marketing Scorecard

Determining your audience is a two-fold process, but the steps coincide with keyword research. The first challenge is understanding how your solutions can fulfill needs for your consumer base. Most companies have this figured out early in the product development phase or through keyword research, which should illuminate gaps in on-site content. The second aspect is defining the audience you are targeting; this becomes more evident as you organize the volume of traffic for different keywords. However, itas not enough to define them as the parties needing your solution or service. Effective healthcare marketing strategy will seek a comprehensive view of these individuals. By taking stock of your audience’s demographics: age, income, gender, and other details, you can combine your observations with existing research to determine effective marketing approaches.

Invest in a social presence

Some healthcare companies, particularly those focused on older demographics, are inclined to ignore social media and leave that medium to younger generations. We do not recommend this. According to a 2010 Pew International report, the number of social network users among the 50-and-older crowd increased by 88 percent over the past year. Among the 65-and-older crowd, social media use doubled. Today, three years later, we can only imagine how many more older adults are active online. Developing and monitoring social media profiles is a time-consuming process, but the resulting digital presence has potential to be one of the most valuable aspects of your healthcare marketing strategy. Additionally, because Generation Y expects brands to be active on social media channels, ignoring the need to communicate via Facebook or Twitter may portray the brand as unwilling to adapt.

Optimize your website

Most businesses recognize the need to have a company website, but in today’s market, that’s not enough to draw an audience. A well optimized, user-friendly website is a foundational piece of healthcare marketing strategy. 1. Organize the site effectively The first step in optimization is building a website that is clean, clear and easy to use. Navigation must be user-friendly, for both visitors and search bots that crawl the website. Standard rules to follow include:

  • Make sure each page title, title tag, and meta description is unique and relevant
  • Eliminate all issues related to duplicate content
  • Organize URLs to be brief and inclusive of keywords
  • Descriptively name image files
  • Make sure the sitemap is updated

Additionally, lead generation resources, such as a newsletter sign-up or a preventative care worksheet a should be prominently displayed to maximize leads and conversion opportunities. 2. Update content Content also needs to be consistently updated and directly related to the terms your brand is targeting. Use basic SEO principles to outfit your website’s content with keywords that will appeal to online search queries. Online search traffic can provide a valuable stream of promising leads when this optimization is properly done. 3. Enable mobility Websites should also be mobile-optimized. This includes working location-specific keywords into your content and facilitating tasks for visitors. For example, enabling phone numbers to automatically prompt a call when clicked will allow visitors to seamlessly schedule an appointment. Forward-thinking healthcare marketing strategy will develop mobile-optimized lead generation and contact forms that can be easily filled out on a mobile device, making your company more accessible and creating a new stream of leads.

Pay for Visibility

Search engine optimization is difficult. Achieving favorable positions organically in the search engine results pages does not happen overnight. Fortunately, there is still a way to score a position at the top of a page, thus capturing the attention of potential patients. Paid Search is an advanced form of advertising that displays sponsored messages to searches containing specific keywords. Sponsors only have to pay when the ad is clicked, making this advertising channel more budget-friendly than traditional methods. Just make sure you are sending visitors to strategically-designed, relevant landing pages.

hospital website marketing

Revise and refine using analytics

Between Google Analytics, social metrics, and strategy insights developed in-house, digital marketing delivers critical information that helps you understand how campaigns are performing, particularly in relation to lead generation and conversions. By reviewing this data consistently, marketers can identify areas for improvement and other campaigns that might benefit from a greater investment. Ultimately, these changes should help boost conversion rates and improve the ROI from your healthcare marketing strategy. In an industry growing more competitive and saturated with options, healthcare marketing strategy professionals must discover new ways to set their brand apart. Be mindful of the opportunity existing on the digital front, and be willing to invest in the creation of content, on-site optimization, and paid search.

Pew Internet and Life Project, 77 percent of Internet users said they began their search for health information at a search site such as Google or Bing.

Healthcare trends

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Prioritize Healthcare Service Lines for SEO

Healthcare brands, do your SEO efforts align with service line prioritization?

Whether you’re a large healthcare system, a rural hospital, or a specialized physician, it is critical to develop an SEO strategy that first approaches service lines that are business opportunities, represented by keywords. This process would include rethinking the dynamic between a patient’s keyword search behavior and your existing service lines in order to adequately respond to the needs of this demographic.

In this digital age, people use the Internet as a resource for identifying ailments and exploring treatment options. According to the Pew Internet and Life Project, 77 percent of Internet users said they began their search for health information at a search site such as Google or Bing.

Healthcare trends

Another trend that reinforces the importance of optimizing healthcare service lines is the use of smartphones and tablets instead of computers to find health information.

According to the same Pew Internet study, 52 percent of smartphone owners have used their mobile device to find health information; 19 percent have downloaded an app to manage their health. This recent development of self-care for patients increases the importance of prioritizing service lines.

For example, someone may wake up one morning with a terribly painful throat. Swallowing is unbearable. Lymph nodes are swollen. Could it be Strep? Stumbling to the bathroom, this person sticks his or her tongue out, and checks for the dreaded red bumps on the back of the throat. So what next? Most likely, this person will search “sore throat” or “strep throat” in Google or Bing to double check the symptoms of Strep Throat, as well as what steps are necessary for recovery. The final step is to search the Internet for solutions, whether a physician or healthcare facility.

A healthcare SEO strategy that identifies your top-priority service lines allows for brand awareness via search engines. Of course, first the keywords and phrases discovered through research must inspire the strategic development of content and user tools. Letas dig in a bit more.

What are the best practices?

From an SEO perspective, keywords used to express a healthcare brand’s core competencies must resonate with patients; they need to reflect search terms the patient is actually going to use.

The purpose of researching keywords is to match your institution’s top performing service lines with people searching for that service. Therefore, you start to have a healthcare SEO plan that drives the growth of your top service lines. Additionally, you will become aware of long-tail searches that potential patients are performing, which leads us to our next topic: the power of content.

Best practices in healthcare SEO donat rely on keywords themselves. Quality content is the key factor that directs the searcher to your website. When you create dynamite content that draws a patient to one of your five top-priority service lines, you’ll bear the fruits of enhanced domain authority and ranking.

A list of keywords is just the beginning; what you do with the list will reflect your brand’s ability and motivation to facilitate healthcare for a potential or current patient. Exploring specific queries relating to keywords on your list will uncover exact searches in Google. Strep throat search results

Here you can see the instant results that populate for the query “strep throat.” Adding a letter to the end (in this case, the letter “g,”) presents a list of suggested searches. In other words, these are topics that are repeatedly searched, and are therefore worth addressing on your healthcare website.

What are the benefits?

Prioritizing service lines yields many benefits, starting with the obvious: Optimizing your website for keywords that will pay off in the biggest way.

In the world of SEO ,this means targeting keywords that are less competitive in terms of ranking. Additionally, you’ll be able to hold each keyword accountable for its performance. Once healthcare SEO is implemented, it takes constant monitoring of the target pages to see whether they effectively propel visitors through the funnel.

Proactively studying the traffic flow of visitors will illuminate which page of content for which service line is the most effective (or least effective).

Conclusion

A successful healthcare SEO plan is essential for delivering visitors to a website, but killer content will generate leads and physician referrals. In order to know where to start with keyword research and content creation, a healthcare organization has to first prioritize its line of services.

For information regarding your healthcare digital marketing plan, contact Evolve by calling us at 844-GO-EVOLVE or visit us here to learn more about Working with Us.