Attract New Patients & Grow Your Practice:
The Healthcare Digital Marketing Playbook

Did you know that a staggering 82.8% of patients use search engines to find healthcare providers, and 7 out of 10 research online reviews before making an appointment? The digital landscape presents a powerful opportunity to connect with potential patients.

But with so much competition online, it can be overwhelming to know how to use digital marketing to stand out, capture new patient bookings, sell more products, and increase patient Lifetime Value (LTV).

Are you feeling overwhelmed by the digital world? Wondering how to attract new patients and stay ahead of the competition? Let's dive into the key elements of a winning digital marketing strategy for your healthcare practice.

Here’s a framework that healthcare practices should consider for an effective, results-driven, digital marketing strategy:

1)    Build a Foundation:

• Business Objectives: Effective digital marketing strategies always help meet broader business objectives. So before you do anything, first determine your practice’s annual revenue and growth objectives.  

• Digital Marketing Objectives with Key Performance Indicators (KPIs): Develop measurable digital marketing goals that can be reviewed regularly.  Your success metrics or KPIs will help you optimize spend – allocating more budget to tactics that work and less to those that don’t perform well. Of course, digital marketing objectives should always support the wider business objectives. Some KPIs to consider are listed later in this post.

• Budget: Determine how much to spend on digital marketing. What budget is needed and available to help achieve business objectives?

• Target Audience: Understanding the ideal customer is crucial. Who are you trying to reach? What are their needs, wants, and online behavior? Where can they be reached online?

• Website: Your website is your digital storefront. It should be user-friendly, visually appealing, and for search engines (SEO). Your site should also be optimized to capture leads. High-quality, and engaging content is also essential. Try not to use too much text as that looks cluttered. If you are selling products, then your website should be e-commerce enabled.

• Competitive landscape: Research competitors' online presence, strategies and keywords they use.

• Unique selling proposition & key messages: Your brand’s unique selling propositions will be foundational to all digital marketing tactics.
   

2)   Identify Tactical Areas & Marketing Channels:

• Content Marketing: Creating valuable content like blog posts, infographics, or videos that resonate with the target audience, and can help to establish a brand as a thought leader.

• SEO: Optimizing website, content, directory listings, and backlinks to rank higher in search engine results pages (SERPs) for relevant keywords to drive organic traffic. Make sure you are listed on all the relevant directories, including the healthcare-specific ones, and that your listings are accurate, consistent, and complete.

• Paid Advertising: Utilizing pay-per-click (PPC) advertising on search engines or social media platforms to reach a wider audience, raise awareness and interest in your products/brand, and helps to capture leads. We recommend also running Retargeting campaigns to service your ads to visitors to your website and competitor sites. These increase clickthrough rates considerably because they expose your brand to people that have already expressed enough interest to go to your website.

• Landing Pages & Sales Funnels: Send qualified traffic to targeted landing pages to generate interest and help leads through the buyer’s journey.

• Social Media Marketing: Using social media platforms like LinkedIn (including Sales Navigator), Facebook, Instagram, Twitter, and YouTube to connect with the target audience, share content, and build brand awareness, interest and credibility. Be mindful of the HIPA guidelines while replying to any patients on your social sites.

• Email Marketing: Build an email list and use targeted email campaigns to nurture leads, promote treatments and products, to stay top-of-mind, drive repeat visits and increase lifetime value.

• AI and Text Messaging: Leverage the power of AI chatbots, missed call text back services, and text messaging campaigns to convert website visitors and callers to new patient bookings and repeat sales.

• CRM Database and Automation: leverage a HIPA-compliant customer database that has marketing automation functionality to capture, nurture, and convert leads to into booked appointments paying customers. Also, use these tools to stay top of mind and increase lifetime value with ongoing communications and offers.

3)    Measure and Analyze:
So you've implemented a winning digital marketing strategy – fantastic! But how do you know it's working? Measurement and analysis are the cornerstones of any successful digital marketing campaign. They allow you to see what's working, what's not, and how to optimize your efforts to attract even more patients.

Analyze: Utilize ongoing tracking and track key performance metrics to understand what's working and what's not and optimize spend accordingly.

Key Performance Indicators (KPIs) to Track:
Here is a list of some important metrics to track. They fit into three categories: Website Traffic & Engagement, Lead Generation & Sales, and Brand Awareness.

a)        Website Traffic and Engagement:

·       Website Traffic: This measures the total number of visitors to your website. It's a foundational metric, but on its own doesn't tell the whole story.

·       Unique Visitors: This refines the website traffic metric by showing the number of individual visitors, rather than total visits (which can include repeat visits from the same person).

·       Pageviews: This indicates the total number of pages viewed on your website.

·       Average Time on Page & Bounce Rate: These KPIs show how long visitors are engaged with your content and how many leave immediately after landing on a page.

b)       Lead Generation and Sales:

·       Click-Through Rate (CTR): Percentage of ad impressions that get clicked on.

·       Conversion Rate: This is a crucial metric that shows the percentage of visitors who take a desired action, such as making a purchase, signing up for a newsletter, or downloading a white paper.

·       Cost per Lead (CPL): This shows how much it costs you to acquire a new lead.

·       Customer Acquisition Cost (CAC): This metric goes beyond leads and shows the total cost to acquire a new customer.

·       Return on Advertising Spend (ROAS): Revenue Generated from Ads / Cost of Ads.

c)        Brand Awareness:

·       Social Media Engagement: Measures things like likes, comments, shares, and mentions on social media platforms.

·       Brand Mentions: Tracks how often your brand is mentioned online, both positive and negative.

By implementing these key elements, you can craft an effective, data-driven, digital marketing strategy that delivers measurable results. With this framework, you can reach your target audience, generate a steady stream of new patient bookings, as well as increase product sales. This comprehensive framework will not only help you attract new patients, but also nurture existing ones, leading to increased repeat visits and a higher lifetime value (LTV).

Ready to unlock the power of digital marketing and attract 20% more new patients in the next 90 days? Contact us today for a free consultation and discover a customized strategy to help your healthcare practice thrive!

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