Healthcare organizations face a unique set of obstacles in advertising, PR and marketing, from adhering to HIPAA and other regulations to maintaining a well-respected, professional reputation without coming off as boring or dry.
But don’t fear — these six tactics and strategies will help you tastefully take your healthcare marketing efforts to the next level.
Help Your Patients Help You
The same advice applies to you as it does your patients: don’t forget to follow up! If you’re not doing your part to stay in touch, here are some ideas:
- Reach out to current and past patients with an email drip campaign targeted toward their health interests and level of interaction.
- Conduct surveys to let them know their opinion matters, then find opportunities for improvement based on their feedback.
- Offer perks — like a discount on checkups, pre-selection to participate in paid clinical trials or gift baskets for new mothers or people in recovery.
- Ask longtime patients to leave you a positive review or public testimonial.
Perform an SEO Audit
Small SEO efforts can make a big difference. Scour through your site with a fine-tooth comb to uncover any areas for improvement in Google’s eyes. Remember to:
- Find a happy medium between broad and specific keywords. Call out geographical locations when fitting and incorporate keywords into your meta-descriptions and meta-titles.
- Assess on-page and technical SEO. Evaluate layout, design and URL structure. Optimize page speed and images.
- Beef up your content. Search engines love to see consistent, fresh, authoritative and relevant information about the topic.
- Link to other pages on your site, as well as to external sources. Backlinks through a PR strategy can move the needle big time.
- Blogs are also integral to your strategy. Speaking of which:
Revamp Your Blog
People already turn to you for medical advice in real life. Why not become a trusted online source, too? Blogging gives your organization an opportunity to become a go-to thought leader in the healthcare world — and SEMrush reports companies that blog produce 67% more leads per month than those that don’t.
Not only will blogging boost SEO and showcase your expertise, but it also will help generate website clicks via email and social media. Plus, other online sources may cite your blog as a trusted source in their own publications, which can lead to even more web visitors.
But what, exactly, should you blog about? These topics will help you get started:
- Cover timely issues affecting your community, like mental health, food supply chain shortages, the opioid epidemic and more.
- Write about a broader topic, such as the flu, diabetes, heart disease or pediatric care. Just be sure your blogs align with your company’s services.
- Talk about local issues. If you live in a hot, sunny state, share tips for skin protection and staying safe from wildlife on hikes. Or, if you’re in a cold climate, offer ideas for staying active indoors during the chilly winter months.
Experiment with Digital Advertising
Still relying solely on traditional advertising tactics? While print, radio and TV advertising can be effective, it’s time to step into the digital age.
- Google Ads: This platform helps you place ads both in the results of search engines and on non-search websites, mobile apps and videos. If you ever see “Ad” next to the first few results on the page, that’s a search ad from Google.
- Display Ads: Branded graphic advertising leverages user behavior to showcase relevant ads on certain websites and apps. Display ads are commonly shown in a banner format, with a call-to-action leading directly to your website.
- Native Ads: Also known as “sponsored content”, these are just like display ads — except they match the form and function of the platform displaying it instead of your brand.
Host an Event
While digital advertising can greatly expand your reach across the web, it’s also important to capitalize on real-life, local opportunities to help spread the word. You can generate buzz with a successful, in-person event.
Here are some ideas:
- Host a ribbon-cutting ceremony to commemorate the opening of a new facility
- Highlight your community involvement through a charity event with a partnering nonprofit
- Set up a free family flu shot clinic
Whichever event you plan, be sure to maximize its PR potential. Write about it, livestream it, distribute a press release and call local news stations for extra coverage. In this case, a good PR agency is your best friend in proving to the world you’re more than just another healthcare company — you’re an essential part of your community.
Leverage Social Media
Aim to strike an educational, yet approachable, tone on social media. There are plenty of ways to spice up your strategy while retaining a reputation as a skilled organization. Need some post inspo? We have you covered.
- Real people, real people, real people: Have we mentioned real people? Post them to humanize your brand. Employee profiles, doctor bios and event photos are generally safe from compliance mishaps but still spur high engagement. If you’re mentioned in the news, share the story on your feed. Your followers want to see the healthcare professionals who make it all happen!
- Infographics: Again, your organization is a trusted source of medical information for many. Do you have any new statistics or announcements from a recent study to share? Throw them on an infographic to engage your audience beyond a lengthy block of text. (P.S. You can repurpose your blog posts to create awesome infographics, too.)
- Tell stories: If any patients are willing to share their success stories, this is a great way to show the real impact you’ve made on people’s lives. The desire for emotional connection is in our blood, and storytelling encourages patients to build trust with your brand.
While these marketing ideas may only scratch the surface of what your organization is capable of, they can help you get your foot in the door when positioning yourself as a relevant, knowledgeable and personable healthcare entity.
Need additional inspiration? A team of experienced marketing and PR professionals can help you reach the right people with the right tactics.