American’s self-reported physical and mental health levels are trending down. A 2024 national survey< among consumers finds that women and young people, especially Millennials, report lower levels of mental health. Gen Z and Millennials, in particular, struggle with anxiety and depression. Almost 30 percent of the survey respondents described mental health as poor or fair. These findings underscore the fact that we are experiencing a growing mental health crisis – and targeted, innovative solutions are desperately needed.

The burgeoning population of individuals with mental illness overwhelming our cities’ streets is a visual reminder and a measure of this growing crisis and the unmet needs of this population. The average delay between onset of mental illness symptoms and treatment is 11 years. There is a shortfall in available services and a lack of resources, so expansion in this field is clearly needed.

But could awareness be as much of an issue as availability?

There are exceptional mental health providers already in place who are innovating new treatment models and offering levels of access never before available. But reaching the people most in need of care is one of the greatest challenges in providing mental health services.

Opening avenues of access for individuals and families in crisis is critical, but how does that happen without first building awareness of the services available? That’s where healthcare marketing takes on an essential role as a tool in mental health delivery – because the people who need available mental health resources are often the very people who are least aware of what is actually available to them. Bridging that awareness gap is the first step.

Not only can mental health marketing build awareness about the services available, but it can serve another important role: mental health education. Oftentimes, people first resonate with something they see in a video, digital ad or social media post before they can even put a name to it in their own lives. A problem needs to be recognized before it can be addressed.

At the heart of effective mental health marketing is exceptional messaging that resonates with individuals and families in need of mental health services – messaging designed to help consumers of mental healthcare understand what they are experiencing and how to access appropriate care.

Funding for most mental health services often includes funding for education and awareness-building, which can be accomplished by high-quality strategic marketing campaigns. Mental health providers who understand the role healthcare marketing can play in building awareness often are the ones who use their funding to its best effect.

Our modern-day marketing landscape is ideal for accomplishing this. Today’s digital advertising content can be targeted to populations eligible for specific services. Social media, digital advertising and paid search are all effective approaches to drive awareness and create engagement.

Research suggests that the average patient will google their condition over 30 times before even entering the healthcare system where they eventually land. Dr. Google has become the frontline of healthcare for most Americans. Google’s total daily health-related searches amount to 70,000 each minute.

How much more so is this true in the arena of mental health, where there is so much stigma and shame surrounding mental health conditions? It’s much less intimidating to tell Google, “I’ve been thinking about suicide,” or “I’ve been hearing voices,” than to tell your husband, wife, mother, father, boss, teacher, or friend – or even your doctor.

The American Psychological Association has curated many helpful tools and information for understanding, assessing and addressing conditions like anxiety, depression, post-traumatic stress disorder and ADHD. The time to connect people to reliable mental health resources is right now – a fact that is underscored by these survey findings:

The stakes, increasingly, are just too high for anything less than smart marketing that creates bridges to effective care, when and where it is needed. When somebody searches online, it’s important that they find high-quality mental healthcare and support – as well as direction on where the right mental health intervention can be found. In mental health, marketing can be an integral part of the mission.

At Practis, we encourage our clients who are mental healthcare providers to tout their quality measures as a guide that helps people find the best care. Designing a mental health marketing strategy that is “more than marketing” is key to what we do for our clients in this field – because building awareness is the first step on the path to creating mental wellness.

Certainly, the last couple of decades have seen incredible progress toward care and reimbursement models that focus on preventing illness as much as treating illness. However, in recent years we’ve seen some rollback. COVID was a major disruptor of course, as it temporarily forced a movement away from seeking healthcare that wasn’t considered essential or immediately necessary. But the problem runs deeper than that. What experts are seeing now is a decrease in uptake of preventive services coupled with an increase in chronic disease prevalence and severity. These trends signal the need for medical practice providers and other health leaders to invest in preventive health campaigns.

As frontline healthcare providers, primary and specialty care practices have a great opportunity to serve as pillars of strength and community-based health resources. They can inform the public about healthy lifestyles, disease prevention, nutrition, physical activity and mental health prevention options. Through effective preventive health campaigns, providers and practices can educate and engage consumers with the goal of reducing disease incidence and lowering healthcare costs while improving overall health outcomes for the communities they serve.

“Chronic barriers include lack of awareness about what preventive services are recommended and myriad social determinants such as cost, not having a primary care provider, living too far from providers, or lacking adequate transportation — just to name a few. To improve access to clinical preventive services at population scales, we must recognize and address the many variables that affect people’s awareness of such services and increase their willingness and ability to seek them.”

Many advertisers miss the mark when marketing healthcare services to seniors. Campaigns that rely on outdated stereotypes or patronizing messaging can be ineffective and even insulting to the audience they’re trying to reach.

One of the biggest misconceptions is imagining a vast divide between seniors and younger generations, particularly regarding technology and digital media.

In truth, today’s seniors are increasingly tech-savvy, with many using smartphones, social media, and online platforms to stay connected. According to a report from the Pew Research Center for seniors aged 65+, 76% own a smartphone.

At Practis, an Onspire Health Marketing company, we’ve had 25 years of marketing experience catering to all demographics, including the ever-growing senior population. Our team of experts understands the nuances and preferences of this valuable audience well.

Read on to discover our insights and best practices for successfully marketing healthcare services to seniors.

Defining Old Age and Its Subgroups

Old age is not a one-size-fits-all category, and There’s a big gap between 65 and 85. Much like you wouldn’t market a product designed for teenagers to a 30-year-old professional, you shouldn’t assume all seniors are under the same target audience banner.

A significant portion of today’s senior population consists of baby boomers – those born between 1946 and 1964. This generation has redefined what it means to age, with many remaining active, engaged, and tech-proficient well into their golden years.

Characteristics and Preferences of Each Subgroup

Let’s take a closer look at some of the common characteristics and preferences of each senior subgroup.

The Young-Old (ages 65-74)

• Often still working or newly retired
• More likely to be tech-savvy and active on social media
• Interested in travel, leisure activities, and maintaining an active lifestyle
• More focused on preventive healthcare and wellness

The Old-Old (ages 75-84)

• May be dealing with more health concerns and mobility issues
• Increasingly reliant on family members or caregivers for support
• Interested in products and services that promote independence and safety
• Responsive to messaging that emphasizes comfort, security, and peace of mind

The Oldest-Old (ages 85+)

• Often facing significant health challenges and requiring more extensive care
• May be living in assisted living facilities or with family members
• Interested in products and services that improve quality of life and provide companionship
• Responsive to messaging that shows empathy, respect, and understanding

The Importance of Segmentation in Senior Marketing

So, let’s address the elephant in the room – the stereotypes younger marketers might have about seniors.

Many complain that once they’ve celebrated their 60th birthday, their mailbox is flooded with ads for hearing aids, denture adhesives, and retirement homes. It’s as if the marketing world has collectively decided they’ve crossed some invisible threshold into old age and are now a prime target for every age-related product imaginable.

A lot of seniors aren’t going to appreciate being lumped into a single, homogeneous category. That’s why segmentation is essential. By recognizing the diversity within the senior demographic, healthcare marketers can avoid ageist stereotypes and create messaging that resonates with their target audience.

Effective Healthcare Marketing Strategies for Senior Audiences

Ditch the Stereotypes – Seniors Don’t Want to “Act Their Age”

Is this the image that comes to mind when marketing to older adults? A group of silver-haired senior citizens sitting in rocking chairs, sipping tea and reminiscing about the good old days. If so, it’s time to think again!

Today’s seniors are a far cry from the stereotypical “old folks” often portrayed in marketing imagery and media. They don’t see themselves as wizened, frail, or past their prime. In fact, many seniors today are active, adventurous, and young at heart.

Instead of using imagery that reinforces outdated notions of aging, showcase seniors living life to the fullest. Avoid patronizing language or age-related puns that might come across as condescending. Speak to seniors as equals and leave the old age clichés behind.

The Power of Storytelling in Healthcare Marketing for Seniors

The power of a well-crafted narrative should never be underestimated, especially when marketing to seniors.

Seniors have a wealth of life experiences and cherished memories that shape their perspectives and preferences. By tapping into the art of storytelling, healthcare marketers can forge emotional connections with this audience and communicate their messages in a way that resonates on a deeper level.

Think about it – which would you find more engaging, a dry list of features or a heartwarming story about how a particular service improved the life of a real person? Chances are, you’d be drawn to the latter.

Remember to focus on the human element. Share tales of seniors who have overcome challenges. Highlight your products or services’ role in their journeys, but keep the spotlight on the people themselves.

Here’s the key – make sure your stories are authentic and relatable. Seniors can spot a phony tale from a mile away, so avoid exaggeration or manipulation. Instead, seek out genuine experiences.

Nurturing Long-Term Relationships for Senior Loyalty

Relationships are the foundation of any successful marketing strategy, and building long-term connections with seniors is especially important. Seniors tend to value stability, trust, and familiarity. They’re looking for a long-term commitment – a healthcare provider that will be there for them through thick and thin.

So, how can healthcare marketers build these lasting relationships? It all starts with empathetic communication. Seniors want to feel heard and seen as individuals.

Take the time to listen to their concerns, answer their questions, and provide personalized support. Show genuine interest in their well-being and go above and beyond to meet their needs. Remember, a little extra effort can go a long way in building trust and loyalty.

But nurturing long-term relationships isn’t just about the big gestures. It’s also about the small, consistent touches that show you care. Keep in touch with seniors through regular newsletters, personalized emails, or good old-fashioned phone calls. Share helpful resources, offer exclusive perks, and celebrate their milestones and achievements.

Lastly, don’t forget the power of human connection. Encourage your team to build rapport with senior patients and learn their names and stories. A friendly smile, a warm greeting, or a sincere “thank you” can work wonders in strengthening those long-term bonds.

Adapting Strategies Based on Data-Driven Insights

As a wise Chinese sage once said, “Change is the only constant.” What works today might not work tomorrow, and what resonates with one group of seniors might fall flat with another. That’s why staying agile and continuously adapting strategies based on data-driven insights is the path to success.

By collecting and analyzing data from various sources – website analytics, customer feedback, market research, and more – healthcare marketers can gain valuable insights into what’s working and what’s not.

Did a particular blog post resonate with seniors? Double down on that topic and explore related themes. Did a specific ad campaign fall flat? Dig deeper to understand why and make tweaks for next time. Did a new competitor enter the market? Analyze their approach and find ways to differentiate your service.

But data alone isn’t enough – it’s what you do with it that counts. Use those insights to inform your strategy, test new ideas, and continuously optimize your approach. And don’t be afraid to experiment. Sometimes, the biggest breakthroughs come from taking calculated risks and trying something new.

Choosing the Right Channels and Tactics

Digital Marketing Channels

Website – Your website is often the first impression seniors have of your brand. Design your website to be easily navigable and optimized for search engines and mobile. And don’t forget about accessibility – seniors are more likely to experience vision, hearing, or coordination issues, so keep things simple and well-explained.

Content Marketing – Seniors are hungry for information, especially regarding their health. Keep your website relevant with valuable, engaging content that educates and inspires. Think patient explainer videos, lifestyle blogs, and informative guides.

Social Media – There’s no end to social media channels for marketing, but Facebook is probably the safest bet for seniors. Facebook will turn 20 in 2024, and many seniors have used the platform for years to stay connected with family and friends. Take advantage of that familiarity by creating targeted ads and posts that engage.

Email Marketing – Email is still an excellent way to reach seniors, especially if you segment your list and personalize your messages. Just make sure your emails are easy to read and mobile-friendly – nobody wants to squint at tiny text on their smartphone.

PPC – Pay-per-click advertising can be a great way to reach seniors actively searching for healthcare solutions online. But be careful not to blow your budget on broad keywords – focus on long-tail, specific phrases that are more likely to convert.

Traditional Marketing Channels

Traditional marketing channels can be effective, but they can also be more expensive and harder to track than digital channels. Still, that doesn’t mean you should abandon them altogether. Sometimes, a well-timed postcard or print ad can be just the thing to capture a senior’s attention.

Wrapping Up

With a demographic spanning 20 years or more, knowing how to market to seniors is a valuable asset to healthcare providers. As we’ve seen, seniors are a diverse group, and one-size-fits-all marketing campaigns will fall flat.

Creating marketing campaigns that resonate with seniors is a challenge, but that’s where a skilled healthcare marketing agency can step in and lend a hand.

At Onspire, we have a proven track record of developing successful marketing strategies for healthcare organizations targeting all demographics. Our team of experts can communicate your message to seniors, adults, and young audiences alike.

If you’re looking to grow your healthcare marketing efforts and connect with your target audience on a deeper level, Onspire is here to help. Contact us today to learn more about our comprehensive healthcare marketing solutions.

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The marketing mix comprises the 7 Ps – Product, Price, Place, Promotion, People, Process, and Physical Evidence. Each element plays a role in creating a strong brand identity, reaching your target audience, and, in a healthcare context, delivering exceptional patient experiences.

Throughout this guide, we’ll explore the 7 Ps in detail and share practical insights and examples for the healthcare industry.

First, a little history of how the marketing mix came about and has expanded from its original 4 Ps to the more comprehensive 7 Ps marketing mix strategy we use today.

From 4 Ps to 7 Ps

The marketing mix dates back to the 1950s when marketing specialist Neil Borden first introduced the term during a speech. However, it was marketing professor E. Jerome McCarthy who refined Borden’s ideas and created the 4 Ps of marketing: price, product, place, and promotion.

 McCarthy proposed that by strategically combining these four elements, businesses could identify their core customers and determine the most effective ways to reach them. He further elaborated on this concept in his 1960 book, “Basic Marketing: A Managerial Approach.”

Bernard H. Booms and Mary J. Bitner expanded the marketing mix in 1981 by adding three more Ps: people, physical evidence, and processes.

Though its roots are in traditional marketing, the marketing mix now operates in a predominantly online environment. Applying the 7 Ps to digital marketing has proven to be just as successful as it was for traditional marketing.

By using a digital marketing mix, businesses can now reach and engage their target audience through online channels. This includes social media platforms, search engine optimization (SEO), content marketing, and email marketing campaigns.

The 7 P’s Marketing Mix Elements

The 7 Ps of the marketing mix work together as a comprehensive strategy to help businesses best target, reach, and engage their desired audience. By carefully considering and optimizing each element in the mix, a cohesive and powerful marketing approach can be achieved that drives results.

#1. Product

To be clear, the term ‘product’ can be used interchangeably with ‘service,’ so the various treatments, procedures, and care options you offer will come under this banner. The marketing objectives for a product or service to focus on should include:

Core Service -This is your primary service, such as medical consultations, diagnostic tests, or surgical procedures. It is the main reason patients seek your expertise. It’s important to clearly define your core service for the marketing mix, as it forms the foundation of your healthcare practice and guides the development of your marketing strategies.

Additional Services – These are the extra features and benefits that complement your core service, such as extended office hours, telemedicine options, or patient education resources. These extras can help differentiate your practice from competitors and improve patient satisfaction.

Branding – Develop a strong brand identity for your healthcare practice that reflects your values, mission, and the quality of your services. A well-established brand can help build trust and loyalty among your patients. Your branding needs to be consistent across all touchpoints, including your website design, marketing materials, social media presence, and patient interactions.

#2. Price

Pricing is an important element of the marketing mix, as it directly impacts the perceived value of your healthcare services and can influence patient decision-making.

Competition – Research the pricing strategies of your competitors in the local healthcare market. You don’t necessarily need to match their prices, but it can help you better position your services by adjusting your pricing strategy to remain competitive.

Perceived Value – Consider the perceived value of your services through the eyes of your patients. Patients are often willing to pay more for services they believe are of higher quality, have unique benefits, or are from a reputable and experienced healthcare provider.

Transparency – Be clear about your pricing and any potential add-on costs. Communicate your fees to patients upfront to avoid surprises and maintain trust.

#3. Place

In the marketing mix, “place” refers to the distribution channels and locations where your healthcare services are and how patients can access them.

Visibility – Your practice should be easy to find online and off. Include clear signage, prominent placement in a medical office building or retail center, and up-to-date online information with accurate contact information, opening and closing times, and directions.

Telemedicine – Consider incorporating telemedicine options into your practice in light of the growing demand for remote healthcare services. This can expand your reach, improve patient convenience, and set your practice apart from competitors who may not offer virtual consultations.

Online Presence – Your website and online profiles serve as virtual “places” where patients can learn about your services, book appointments, and interact with your practice. With the majority of people now searching online for local healthcare providers, you need a user-friendly, informative website optimized for search engines. This includes having a mobile-responsive site, clear calls-to-action, and engaging, informative content.

#4. Promotion

Promotion is a major element of the marketing mix, as it encompasses the various strategies and tactics used to communicate the value of your healthcare services to your target audience.

Social Media Marketing – Your online marketing efforts should allocate resources to the social media platforms that are most frequented by your target market. Engage with patient inquiries and comments, and consider running targeted social media ads to reach new potential patients.

Content Marketing – Content is still king for any successful marketing strategy. As a healthcare provider, the website content you share should be informative but also clear and easy to understand.

Search Engine Optimization (SEO) – Optimize your website for relevant keywords to improve your search engine rankings and make it easier for patients to find your practice online. This includes optimizing your website’s structure, meta tags, and content, as well as building high-quality backlinks from reputable sources.

Pay-per-click (PPC) – Invest in paid search advertising on search engines like Google to drive targeted traffic to your website. Create compelling ad copy to encourage potential patients to take action, such as scheduling an appointment or requesting more information.

Email Marketing – Build an email list and send regular newsletters featuring health tips, practice updates, and promotional offers. Segment your email list based on patient preferences and interests to deliver targeted, personalized content that resonates with each group.

#5. People

In the healthcare industry, the people element of the marketing mix applies to all those individuals who interact with patients and contribute to their overall experience. 

Healthcare Providers – Your healthcare providers, such as doctors, nurses, and specialists, will be highly skilled, compassionate, and committed to delivering exceptional care. Encourage ongoing training and development to keep their skills sharp and up-to-date with the latest medical advancements.

Support Staff – Your support staff, including receptionists, medical assistants, and administrative personnel, also play a vital role in the patient experience. They are often patients’ first and last points of contact, so they must be friendly, knowledgeable, and efficient in their roles. Regular training should be encouraged so that support staff members are trained to handle patient inquiries and concerns with professionalism and empathy.

External Partners – Consider the external partners and vendors you work with to deliver care and services. It might include companies like Practis, an Onspire Health Marketing company, that you team up with to provide quality medical marketing services. These partners should share your commitment to quality and patient satisfaction.

#6. Process

The “process” element of the marketing mix is all about the systems, procedures, and workflows that shape the patient experience from start to finish. In healthcare, this will be everything from appointment scheduling and patient intake to treatment protocols and follow-up care.

Customer Journey – Map out the entire patient journey, from the moment they first learn about your practice to post-treatment follow-up. Identify potential pain points or areas to improve customer satisfaction at each stage of the journey.

Appointment Scheduling – Implement a user-friendly appointment scheduling system whereby patients can easily book, reschedule, or cancel appointments online or by phone.

Patient Intake – Simplify your patient intake process using HIIPA-compliant secure digital forms and automated reminders. This can reduce paperwork, minimize wait times, and help maintain accurate and up-to-date patient information.

Quality Assurance – You can establish processes to monitor and evaluate the quality of your procedures and where they can be improved. This can include regular audits, patient surveys, and performance metrics.

#7. Physical Evidence

The seventh and final element of the marketing mix is physical evidence, the tangible elements that patients interact with in your healthcare practice.

Facility Design – The design and layout of your healthcare facility is the most important piece of physical evidence. Consider color schemes, artwork, and furniture choices that create a calming and healing environment. Incorporate biophilic design elements, such as natural light and plants, to promote well-being.

Waiting Areas – Pay special attention to your waiting areas, as this is where patients often spend a reasonable amount of time. Comfortable seating, relevant reading materials, and entertainment options like televisions or Wi-Fi access can all add to a great patient experience.

Signage and Branding – Use clear and consistent signage to reinforce your brand identity. Your branding should be visible on everything from business cards and appointment reminders to medical equipment and employee uniforms.

Technology – Patients use a mouse, keyboard, or touchscreen to navigate your website, complete forms, or interact with patient portals and apps. This physical interaction makes technology a tangible part of the patient experience, even digitally. The design, functionality, and ease of use of these digital tools contribute to the overall impression of your practice.

Wrapping Up

You likely already implemented many elements of a successful marketing mix; you just need to add the missing pieces. By carefully considering and fine-tuning each element of the mix, you can create a patient-centric approach that sets your practice apart from competitors and drives long-term success.

However, implementing effective marketing strategies and running a busy practice can be challenging. That’s why many healthcare providers turn to us. At Onspire, we’ve built our reputation on 25 years of experience in healthcare, offering solutions that include award-winning medical web design, content, and marketing.

Our team of experienced healthcare marketing professionals can help you use the power of the 7 Ps of marketing to grow your practice and deliver exceptional patient experiences.

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Over the past decade, there has been a tremendous spike in conversations around wellness. This trend has huge potential for good but involves plenty of misinformation. As a practice owner, the increased interest in wellness presents an exciting opportunity: You can attract new patients by sharing high-quality content that meets the public’s growing demand for wellness-themed information.

Say, for example, you’d like to grow your practice in 2024. Maybe you’ve set a goal of increasing your patients by 15% over the next six months. Health and wellness marketing can help you tap into the public’s growing demand for trustworthy tips and treatments, attracting new patients and boosting your reputation. 

What is Wellness?

Wellness is the act of practicing healthy habits. As a practice owner, I welcome good news from patients’ proactive approach to their health. The more people take an interest in their health, the more diligent they will be with scheduling appointments, getting checkups, investing in high-quality devices, and building relationships with trusted medical professionals. 

Wellness encompasses all kinds of healthy habits, including those contributing to physical, emotional, spiritual, social, and financial health. The more people show interest in healthy habits and lifestyles, the more wellness becomes contagious. In families, communities, and beyond, a commitment to wellness helps improve health outcomes and create a higher quality of life for everyone. 

How Did Wellness Get So Popular?

Wellness has been gaining traction since the 1950s, 1960s, and 1970s. However, wellness awareness increased significantly during and after the pandemic. Many people’s mental and physical health took a huge hit, not to mention their social and financial health. This and the vast number of health-related conversations increasing on social media helped create a historic health and wellness boom. 

While it’s generally optimistic that the public has an increased interest in their mental and physical health, social media lends itself to misinformation. It can be challenging to wade through all the pseudo-science, dangerous fads, and worthless devices and supplements. As a practice owner, the wellness craze allows you to speak the truth and debunk false information, providing an invaluable service to your community and beyond.

Health And Wellness Marketing

Health and wellness marketing is unique. The content you’re sharing is valuable, and you need to strike a balance between knowledgeable, empathetic, and inspirational. Wellness generally involves lifestyle changes, new habits, and a shift in awareness or perspective. You can inspire people to take charge of their health and make better choices with the right tone and strategies. 

Social Media

Social media is one of the best places to reach people interested in health and wellness. A recent survey shows nearly 1 in 4 Americans turn to social media for health advice. It’s a concerning trend considering the vast amount of misinformation – but it’s also an opportunity for you to meet patients where they are and encourage them to book appointments with a professional. 

Health and wellness social media marketing can help you:

• Position your health and wellness or ENT practice as the go-to experts in your area
• Increase patient engagement and loyalty
• Establish a reputation as a knowledgeable, trusted voice in the health and wellness sphere
• Stay top-of-mind with your patients
• Increase website traffic and lead to more appointments each month

Health and Wellness Website Design

Before driving new traffic to your website, ensure it’s tip-top. Otherwise, potential patients are bound to click away. If you haven’t refreshed your website in a while or don’t have up-to-date blogs and videos, call MedPB today.

A well-designed health and wellness website can help you:

• Generate new patient leads
• Establish yourself as a trusted authority through high-quality blogs
• Reassure new patients with a beautiful, professional design that reflects your high standards

Email Marketing

Health and wellness email marketing keeps the educational and promotional content coming when your audience needs it most! Since the public is hungry for information on health and wellness, automated email campaigns are an excellent way to help them feel supported. The more they learn, the more they will see you as an invaluable resource and trusted authority in your field.

Best of all, an email can serve as a friendly reminder that you’re there if your patients need you. Recently, one of our clients sent a birthday email to a long-time patient, and he immediately booked an appointment. He was elderly and relayed to his doctor that it was the only birthday message he had received. It also reminded him that he needed a checkup! Never underestimate the power of helping your patients feel validated and seen.

Upgrade Your Health And Wellness Marketing With Practice

If you’re ready to tap into the public’s obsession with health and wellness, call Practis. We’ll develop a custom health and wellness marketing strategy built around your unique practice growth goals for 2024. Book a call now to get started!

Social media is powerful. As a practice owner, harnessing social media for healthcare not only helps grow your practice, it empowers patients by making valuable information easily accessible. 

As of October 2023, 4.95 billion people use social media. The question is: How are you leveraging social media’s limitless potential to engage more people, educate your community, and build lasting relationships with people who need your services? A savvy social media strategy is essential in 2024, and it combines components like community participation, inspiring testimonials, and helpful tips and treatment information regarding your area of specialty.

See also: 5 Modern Strategies for Effective Healthcare Marketing

Benefits of Social Media for Healthcare

Your existing and prospective patients are on social media. In fact, social media channels like Instagram, TikTok, and YouTube are one of the top resources for people searching for medical symptoms, conditions, and treatments online. While social media in healthcare can be tricky, the benefits are significant when your strategy is sound. 

Social media for healthcare can help you:

• Build your reputation within your community and field
• Help raise awareness around public health topics
• Connect to potential patients seeking your services
• Encourage trust and confidence in your patients
• Help offer guidance and clear up misinformation

Social Media and HIPAA

Navigating social media can be especially challenging for healthcare professionals. HIPAA protects sensitive healthcare information, and social media posts must always be mindful of privacy and confidentiality regulations.

To avoid HIPAA violations in healthcare for social media:

• Avoid any discussion of patients, even generally
• Keep your speech general when discussing treatments and conditions
• Post your procedures and policies prominently on all social media platforms
• Remember, social media content must never include protected health information (PHI)
• Be mindful to not accidentally include a patient in a photo of your office, lobby, etc.
• Do not disclose any personal information when responding to patient reviews

Recently, multiple practices were sued for using a patient’s full name in response to negative reviews when the patients had used pseudonyms. HIPAA violations on social media can result in major financial penalties, so it’s best to leave your social media content to medical marketing experts who have a good working knowledge of HIPAA rules and regulations. Practis can help with online review management to avoid any negative fallout from your review responses. 

Getting The Most Out of Social Media for Healthcare

Once you know what you can and can’t post to stay HIPAA-compliant, you can start exploring the many ways social media can help grow your practice and boost your reputation. Ultimately, it’s all about connecting to patients with a story that’s relevant, engaging, and empowering.

High-Quality Educational Content

These days, when people have questions about medical conditions they go online. As a practice owner and specialist in your field, that might make you feel concerned and anxious, considering all the misinformation floating around. All the more reason for your practice to share educational content that empowers people to make sound decisions about their health journey. Whether you’re posting blogs, videos, podcasts, or interactive pieces, high-quality medical content helps keep your audience engaged and enhances your online reputation.

Inspirational Content That Builds Trust

Health is a serious topic. It’s helpful to remember that patients seeking medical information online can sometimes feel anxious or concerned. Social media in healthcare should incorporate inspirational and empowering themes to help patients feel hopeful and confident in their wellness journey. Social media marketing experts can help you showcase patient wins and celebrate staff successes while keeping HIPAA-compliant to help boost patient engagement and trust. 

Spread Awareness

Social media for healthcare gives providers a unique opportunity to spread awareness to a broad audience. As a practice owner, you have a valuable perspective and essential knowledge. When you see misinformation going around about certain conditions, services, or products, you can help equip people with facts and helpful information. You can also spread awareness about earling warning signs, ways to support people struggling with their health, and healthy living habits that can help people experience a better quality of life. 

Social Media Management That Helps Your Practice Shine

At Practis, we understand that social media in healthcare can be tricky. Keeping HIPAA compliant while sharing relevant, empathetic, and accurate information requires a special blend of experience and finesse. Luckily, our team has years of experience with medical social media management, and we’re ready to help you reach your 2024 growth goals with medical SEO, online review management, medical website design, and much more!

Get your FREE Practice Growth Assessment today!

In this comprehensive guide, we will discuss some innovative healthcare marketing strategies and ideas to help healthcare providers succeed in engaging patients, standing out from the competition, and growing loyalty in 2024 and beyond.

What is Healthcare Marketing

Healthcare marketing is a vital part of any medical practice that wants to thrive, no matter the size. It refers to promotional activities and campaigns aimed at raising awareness and generating new business for medical practices.

Healthcare marketing should educate and attract the local consumer base but also nurture existing relationships for improved retention.

It covers a gamut of different methods, including Search Engine Optimization, email marketing, video marketing, pay-per-click ads, social media engagement, review, and reputation management, to name but a few.

In this guide, we’ll cover some of the most effective healthcare marketing ideas and innovations for 2024. We’ll discuss how methods like video content, online quizzes, and influencer partnerships can help practices stand out.

#1. Video Content for Patient Education and Engagement

Video marketing has become an extremely effective way to educate and engage healthcare consumers. With short attention spans and varying learning preferences, video makes the perfect medium to explain complex health topics.

When creating video assets, healthcare marketers should focus on education first while aiming to maximize relevance, empathy, and comprehension. Patient education videos break down complicated procedures using simple language, animations, text, and other visual elements.

The rise of streaming platforms and mobile have made video ubiquitous in people’s lives. Research shows retention rates for information are significantly higher from video compared to text alone. Video drives up knowledge retention while making complex healthcare information more accessible. Videos also rank highly in search results, driving traffic from relevant queries.

Boosting video across websites, social platforms, ads, and patient portals can educate consumers while positioning your health system as the go-to informational resource.

#2. Making Patients Feel Special with Focused Loyalty Marketing

Let’s face it – healthcare marketing often tends to fixate more on acquisition and attracting the next wave of patients rather than showing loyalty to those already in the door. But, nurturing relationships with existing and previous patients should get equal or greater billing.

The mistake providers make is going too long between check-ins once someone is “locked in” until there’s an issue. Don’t take existing patients for granted.

Keep communication personalized, lively, and consistent. This can be done without overwhelming effort through loyalty programs, post-visit surveys, and regular email newsletters targeting individual health needs and interests.

Individualized treatment reminders, Q&As in relevant health areas, and even brain games and recipes are all ways to reinforce bonds through relevance.

And it’s absolutely worth it because you’ll see higher retention, improved satisfaction, and more referrals.

#3. The Power of Online Quizzes for Healthcare Engagement

Adding a hosted online quiz or health assessment to your website or Facebook page is a great healthcare marketing strategy for generating fresh leads.

To yield positive results, make sure the content is informative and engaging, and avoid surveys that feel dull or tedious. Making online quizzes game-like and shareable on social media strengthens engagement and word-of-mouth benefits.

Thoughtfully designed quizzes drive higher-value interactions – patients self-assess health risks through probing questions and receive instant personalized feedback on the next steps. This engages users more deeply compared to simplistic surveys.

Integrating a secure, HIPAA-compliant request process tied to quiz results helps capture patient appointment and information requests improving follow-up while protecting privacy.

#4. Remove Patient Friction with an Optimized Website

Your medical website may boast the hottest latest aesthetics, but slick visuals mean nothing if real patients bounce after clicking two pages in sheer frustration. User experience can make or break healthcare digital perception in 2024 even more than flashy graphics.

To meet growing consumer expectations, healthcare providers should prioritize intuitive navigation, lightning site speed, and platform accessibility.

Optimizing UX design means stepping into the patient’s shoes – and having empathy for accessibility needs. Are there broken links or confusing menus that hinder the patient’s search? Do pages lag while loading vital educational content? Can vision or hearing-impaired patients comfortably take in your content?

Take advantage of free tools like Google PageSpeed Insights, revealing opportunities for site speed and mobile optimization.

Run ongoing WCAG audits to ensure you meet compliance. Survey recent patients on what content or functionality gave them the biggest challenges.

Building the best user experience means rectifying the cracks patients notice but administrators gloss over.

#5. Expanding Healthcare Reach With Influencer Marketing

Consumers today are bombarded by traditional healthcare ads, but often, it’s trustworthy experts and peers that they look to for medical advice. This is where influencer marketing campaigns can create opportunities.

For this kind of healthcare marketing to be successful, you must identify influencers whose values and audiences match your campaign goals. It takes more than just follower numbers – legitimate expertise, trusted advice, and true connections must fuel such partnerships.

Partnering with influencers who have the specific health condition you treat brings invaluable authenticity. The first-hand experience lends credibility and creates an emotional connection through shared experience.

Equally as powerful are practicing physicians or researchers who deeply understand a disease or specialty.

Rather than choosing influencers with massive followings, consider micro-influencers immersed in your niche to better instill trust. As your patients know all too well – there’s simply no substitute for personal experience.

#6. Stand Out Locally with SEO and GMB

As healthcare consumers increasingly search online to find local providers, having an optimized local presence becomes imperative. A local SEO strategy paired with an up-to-date Google My Business (GMB) profile will attract nearby patients and keep you competitive.

To improve local rankings, focus on optimizing location-based keywords in website content, alt text, titles, and headings. Spotlight your city, state, and regional service areas prominently. Essential details – like full address, phone number, and driving directions – must be easy to find across pages.

Google My Business acts as a digital storefront showing useful info to searchers. Fill out the profile completely, highlight covered procedures and conditions, list FAQs, and embed high-quality images of your office and staff. Ask happy patients to leave detailed 5-star reviews describing their positive experiences.

SEO and Google My Business integration give local visibility that translates into more neighborhood patient calls and walk-ins.

#7. Boost Local Prominence with Directory Listings

In addition to solidifying information on Google My Business, healthcare providers need a presence on industry-specific directories and general local listing sites. These directory citations bolster reach and reputation.

Patients often turn to platforms like Healthgrades to research physicians or dentists when choosing where to book appointments. Ensure your practice shows up in searches with complete and consistent NAP (Name and Phone) listings.

General directories like Yelp, Yellowpages, and Facebook Local are equally critical for local SEO and visibility to potential patients browsing online reviews. Keeping business details standardized strengthens the correlation between your listings and branding.

Inconsistencies across directories can negatively impact brand perception and even local rankings. Auditing and managing healthcare listings shouldn’t be overlooked. The ability to gain new patients depends heavily on accurate online listings and visibility.

#8. Connecting Through Text and Chat

These days, messaging is the default for effective patient communication, with phone calls getting the cold shoulder. Studies show that 95% of texts are opened compared to vastly lower rates for voice calls.

By offering direct contact methods on your website and patient portals, consumers conveniently connect on their terms. Through text and chat, they can self-schedule appointments, ask billing questions, receive medication instructions, and more.

This technology also reduces repetitive administrative tasks like fielding simple questions, so there’s more time for patient care.

Chatbots and automated replies can provide 24/7 self-service access to things like directions, hours of operation, or FAQs.

These instant, convenient connections for potential patients to easily reach out with questions at any time also lead to faster patient acquisition through always-available contact points.

With the current demand for convenience and mobile accessibility, implementing secure, HIPAA-compliant text and chat is no longer a luxury. The technology exists to conveniently meet them where they are.

#9. Sizing Up the Competition

Successful healthcare marketing doesn’t happen in a bubble – it requires researching what competing practices in your niche are up to. Regularly evaluating peer websites, social media presence, email campaigns, and visibility tactics offers valuable intel.

Does a rival clinic have a slick educational video series explaining common conditions? Have physician review sites shown a bump for a competing practice? Does their email newsletter offer exclusive health tips not found on your blog?

This competitive analysis accomplishes two goals: identifying areas where other practices are innovating so you can either adopt or further improve upon those ideas. It also reveals gaps where competitors are lagging, presenting avenues for your healthcare marketing to surge ahead.

It may feel strictly business, but patients win when providers challenge each other to offer the best-in-class experiences through educational content, online accessibility, and engaging interaction. Savvy healthcare marketers keep a close eye on what nearby practices are doing in order to lead rather than follow.

#10. Untapped Social Media Marketing Potential

Social media presents a readily available marketing channel for every healthcare organization. However, simply creating accounts doesn’t guarantee meaningful results. Providers must continually use social channels to connect and share valuable content, or they risk missing out on the power of social engagement.

Inconsistent posting and failing to respond quickly enough to patient questions can harm your reputation and limit your potential. Taking a hands-off approach to social media interaction can have dire consequences, especially if your competition is more active.

Our expert recommendation is to consistently post engaging content and even get creative with budget-friendly paid ads targeted locally. Responding rapidly to comments and inquiries will build patient satisfaction.

Making the most of features like ratings and reviews influences reputation among other prospective patients.

The ingredients for smart healthcare social marketing are often obvious, but it requires dedicated management to actualize the potential. Bringing on specialized social media management with healthcare digital marketing expertise is one solution to maximize this opportunity if the right in-house resources are lacking.

#11. Crunching the Numbers – Spend and Strategy with Marketing Analytics

With all the different options available for reaching patients, healthcare marketers must closely monitor the performance of every marketing channel to get the most from their budget and strategy.

PPC ads, paid social promotions, email campaigns, website visits driven by organic search, and chatbot engagement – each avenue offers consumer touchpoints and costs. Tracking lead generation rates, appointment conversions, and ROI across all channels will weed out the underperformers from the winners.

Carefully diagnose marketing analytics; the data will reveal where to double down, tweak creative, or abandon initiatives that are no longer delivering. The bottom line is that successful healthcare marketers track the numbers.

Wrapping Up

With new marketing methods and innovations constantly emerging, it pays to stay on top of the latest healthcare marketing trends and make the most of existing ones. Still, stretching limited resources too thin and trying to implement every new idea isn’t the best approach.

A well-designed website is non-negotiable – consider it the essential foundation of all other marketing efforts. Once your website is looking and functioning at its best other strategies can be built upon it.

For medical groups lacking the in-house expertise or bandwidth to optimize their online marketing, partnering with specialized healthcare marketing agencies makes strategic sense.

As leaders in managed healthcare digital marketing solutions for over 25 years, we can help grow your visibility, engagement, and patient acquisition through award-winning website design, SEO, PPC, and social media services specifically for the medical field. Our HIPAA-compliant solutions check all the boxes for the innovative approaches covered in this guide.

Give Practis a call today!

In 1996, the average person couldn’t grasp the significance of Bill Gates’ statement. Today, it’s clear he could see a little further down the road than most. In his now-famous essay, Gates predicted the power of content in internet marketing strategies, and his forecast was spot-on.

30 years later, Gates’ statement hasn’t lost its relevance. With the right content marketing strategy, you can attract new patients, retain them, and build your brand awareness and authority. Even in the highly competitive and regulated healthcare industry, a savvy marketing plan tailored to your practice can yield significant results.

In this guide, we’ll take you through the fine art of crafting a healthcare content marketing strategy that drives growth and increases visibility. We’ll cover the basics of content marketing in healthcare, as well as some useful tips on creating and promoting your content.

What Is Content Marketing?

Content marketing refers to creating and distributing relevant and valuable content to potential and existing customers. It can come in many different forms, including blog posts, white papers, social media, videos, newsletters, and emails.

How does healthcare content marketing impact your healthcare practice? Below are some key benefits:

• Share your expertise to build trust and authority;
• Connect with potential patients, generate leads, and boost conversions;
• Establish an audience and develop your unique brand to achieve an edge over your competitors;
• Provide patients with guides and answers to their queries, reducing their anxiety and stress;
• Reach a broader audience using multiple content-sharing platforms (Google, social media, email, etc.).

Of course, to experience these benefits, you must first have a strategic medical content plan.

Healthcare content adheres to the same principles as any other content niche – it must be unique, add value, be relevant, etc. However, healthcare content marketing has distinct requirements and regulations that must be followed to maintain compliance and keep patient trust.

Content Marketing in Healthcare

Healthcare is a challenging niche for content marketing – as an experienced healthcare marketing agency, we know that better than anyone.

That’s because, as an industry, healthcare is very compliance-driven. Even the slightest content mistake can violate the Privacy Rights Act, and can have far-reaching consequences like lawsuits or fines.

Unfortunately, there is a growing element of distrust toward medical professionals, particularly since the pandemic. The good news is that your content can help build trust and nurture the patient relationship when it is accurate, relevant, and high-quality.

These days, patients expect simple answers to their health-related queries. They also want to locate information quickly and easily, and they have every opportunity to do so online. Still, creating comprehensive healthcare content that is accessible, engaging, and compliant is a challenge.

It’s also worth remembering that different specialties will target different audiences. For instance, a urology practice will launch a different content strategy than a pediatric practice, and vice versa.

How to Craft a Winning Healthcare Content Strategy

To summarize, your healthcare content marketing must be:

• Unique and top-quality;
• Simple and engaging, yet trustworthy and authoritative;
• Well-researched and compliant;
• Tailored to your target audience.

These rules are the cornerstone of any healthcare content marketing strategy, and they sound simple enough. Putting them to work, though, requires skill, time, and considerable effort.

#1 Do Your Research

Every successful marketing strategy requires thorough research and planning.  A haphazard approach will yield haphazard results, and a half-baked marketing strategy is worse than none at all.

First, define your target audience. Consider their demographics, determine whether they might know your brand, and explore what forms of communication they prefer.

Gathering this information will help you hone your tone and voice while tailoring content appropriately. It will also help you identify in-demand topics so you can effectively speak to your patients’ needs, concerns, and queries.

Identifying content topics is something of a fine art, and we recommend the following:

• Perform online keyword research using a dedicated tool or typing your practice-related keywords into search engines;
• Look at frequently asked questions, testimonials, and comments from your existing patients to determine the most searched queries;
• Compare your current content to your competitors to identify topics you might be missing.

With all this information gathered, you can proceed to the next step.

#2 Determine Your Content Marketing Goals

It might seem obvious, but don’t forget to get specific with your marketing and growth goals. What do you want to achieve with your medical content?

Do you want to generate new leads? Build your authority? Retain your existing patients? Chances are, you have your eye on all of the above.

Answering these questions is a simple way of deciding what you’d like to achieve with your content marketing. Once you’ve gotten specific with your goals, you can start to see the bigger picture: who you want to target, which marketing tools and techniques you’ll try, and what tone and voice you’ll adopt to speak with both empathy and authority.

For example, if your goal is to reach more potential customers, you should use a more transactional approach, using emails, paid ads, or videos to display why your medical practice is the best choice.

On the other hand, if you want to build trust and establish authority, a better option would be to create blog posts or white papers that display your expertise.

With your content marketing goals set, it will also be easier to determine the budget for your campaign. Once you have that out of the way, you can start creating your content.

#3 Focus on Quality

You’ve probably heard the words “high-quality content” a time or two (hundred). That’s because content without value, creativity, and thoughtfulness is a waste of your time and marketing funds. Everyone has content, but not everyone’s content is high-quality. If you’re looking to distinguish yourself from your competitors, this is the way.

Remember – healthcare is a unique niche. Medical content must be trustworthy, educational, and compliant, perhaps more so than any other industry. At the same time, it should be engaging and simple, giving patients the information they need and helping them know what to do next.

Striking the perfect balance between engaging and educational can be challenging. When setting your healthcare content’s tone of voice, be sure to follow these few guidelines:

• Be empathetic. When creating your content, be sure to keep your patients’ feelings and emotions in mind. Be sympathetic, non-judgmental, and supportive to establish meaningful relationships with your audience.

• Personalize your copy. Content marketing is about building relationships. Personalize the copy to your audience and use a conversational tone when creating content. This will help you engage with your audience and build long-lasting doctor-patient relationships.

• Keep it simple. The healthcare niche is complicated as it is – no need to make things even more convoluted for your audience. On the contrary, your content is the perfect opportunity to simplify it for your patients. Keep it simple and use storytelling to enhance engagement.

Following these four rules at all times is the key to ensuring your healthcare content does its purpose and helps you achieve your marketing goals.

#4 Experiment with Content Formats

When you hear “content marketing,” you probably think of written content. Web pages, blogs, and articles are indeed essential to a good medical marketing strategy.

But content marketing includes everything from videos to podcasts to social media reels and beyond.  Essentially, it’s anything that tells the story of your practice and aims to connect with your ideal patient.

Deciding which content strategy to use depends heavily on your target audience and your marketing goals. For example, emails are better for generating leads. Blog posts and videos can help engage with your audience, whereas white papers and e-books can help boost your authority and credibility.

Don’t be afraid to mix things up and use various formats when promoting your medical practice. Just be sure to measure the performance of your campaigns to determine which formats suit your audience best.

#5 Ensure Compliance

All forms of healthcare marketing must be HIPAA-compliant. Therefore, when creating your content, you must adhere to strict industry regulations and standards to protect your patients’ sensitive medical information and privacy.

Another thing to remember is that you can’t make false promises with your medical products and services. There’s too much at stake in healthcare, so be honest and transparent, even if you fear it might hurt your marketing efforts.

Here are some general guidelines to follow to keep your medical content compliant:

• Only share general information about your services and treatments;
• Ensure you always receive written consent from your patients before sending your marketing materials;
• Always ask patients for written consent before using their testimonials or cases to promote your medical practice;
• Make sure the photos or videos you use have neutral background and don’t show your actual patients (unless they give you their written permission).

#6 Promote Your Content

Some may think that promoting the content used for promoting your business seems pointless. It’s not. It’s a natural way of ensuring your content receives recognition and serves its purpose.

For example, if you use your blog to boost your medical SEO, you can use social media posts about your recent blog entries to generate movement on your website and increase its online presence.

Or, if you have a YouTube account where you post healthcare marketing videos, you can use your website to promote it and generate more entries.

Another common way of promoting your content is through a dedicated newsletter emailed to your patients. This is a perfect way to build engagement and generate movement on your website and social media channels.

So don’t forget about giving your content some love. While it may seem like an unnecessary effort, it can give your healthcare content marketing a massive boost.

#7 Hire an Experienced Healthcare Content Marketing Agency

No one said healthcare marketing was easy. Luckily, the Practis team is here to help you hone your medical marketing strategy and see significant growth as a result. We stay ahead of the curve so you don’t have to, creating a custom content marketing plan that suits your audience, goals, and mission.

As a professional healthcare marketing agency, we carefully consider every aspect of your plan, creating compelling content and keeping it compliant. We put years of expertise and skillful strategizing to work for you, helping you increase visibility and reach the right patients.

With over 25 years of experience promoting healthcare businesses from various niches, we can help elevate your medical practice through top-notch medical content tailored to your unique audience and marketing goals.

We’ve worked with hundreds of healthcare organizations, achieving extraordinary results. See for yourself and learn about the benefits of working with Practis.

Elevate Your Medical Practice with Content Marketing

And that’s a wrap! As you can see, a correctly implemented healthcare content marketing strategy can prove invaluable when promoting your medical practice.

Crafting one, however, can be mighty challenging.

So, the next time you decide to include content in your healthcare marketing efforts, be sure to follow the instructions you’ve learned today.

Or, what’s an even better idea, get in touch with us. As an experienced healthcare marketing agency, we can help you leverage the power of content marketing and ensure your strategy meets, nay, exceeds your expectations.

That’s a Practis guarantee.

Misconceptions of Healthcare Marketing

1. Sales + Service = Profits 

Every practice needs good sales and service to generate profits,  but the equation “Sales + Service = Profits” oversimplifies the intricate nature of profitability. You have to also consider other elements that can influence your financial success. These include: 

• Costs
• Pricing
• Market dynamics
• Operational efficiency
• Value propositions

Merely improving acceptance rates and offering excellent patient care does not guarantee increased revenue. It’s more complicated than that.  You’ll need a comprehensive review of the broader business context to determine the actual impact on the bottom line.

2. Increased Marketing Spend = Greater Profits 

Another false assumption that many businesses make is that spending more on marketing efforts will lead to an increase in profits.  Allocating more funds to marketing without a well-defined strategy or understanding of the most effective channels can be wasteful, especially in highly competitive markets. 

3. Providing Excellent Care = More Patients 

Thinking that providing excellent medical care will guarantee returning patients is a false assumption many practices have. 

This assumption neglects the importance of trust building, effective marketing, and building a strong online presence to attract and retain patients. Simply offering high-quality care does not guarantee a steady stream of patients.

4. Word-of-Mouth Referrals = Practice Growth 

Another common misconception by many practice owners is that word-of-mouth referrals  are a sufficient means to grow the practice. While word-of-mouth referrals are valuable, relying solely on them can limit growth potential and overall profit gain. 

In today’s digital age, the vast majority of patients search online for medical services, their provider, and/or information about their condition and treatment options. A strong online presence, positive reviews, and strategic marketing efforts are crucial to reach a wider audience and grow a medical practice.

5. One Appointment = Future Appointments 

One cannot assume that if a patient visits your practice once they will become loyal and continue to return. There are many reasons why a patient may not come back. While providing a positive patient experience is important for fostering loyalty, assuming that patients will automatically return without ongoing efforts to engage and retain them is a misconception.

What Really Works for Healthcare Marketing

It’s essential for medical practitioners to be aware of these misconceptions and adopt a comprehensive approach to practice growth. You’ll need to focus on the following:

• Targeted medical marketing strategies
• Compelling messaging
• Effective channel selection
• Your competitive differentiation
• Excellent patient experiences
• A strong operational foundation to ensure that increased marketing spending translates into increased profits

Instead of wasting time and resources on hearsay, you can know exactly what you need to grow your medical practice. Schedule a discovery call and get a personalized assessment of your marketing efforts.

Pay-Per-Click (PPC)  advertising is one such strategy. PPC ads connect you with potential patients actively searching for a service, putting your practice at the top of search engine results. Pay-Per-Click advertising is lauded for good reason: It’s viable. Better yet, it’s incredibly cost-effective because you only pay when someone clicks through to your site. 

What is PPC (Pay-Per-Click)?

PPC, or Pay-Per-Click, is an online advertising model where businesses place ads on search engines and websites. With PPC, it’s all in the name: you only pay when someone clicks on your ad. It’s a popular and effective model because you pay for engagement, not just impressions. 

On most Search Engine Results Pages (SERPs), the top results aren’t organic – they’re ads. Though they closely resemble standard search results, they include tiny “Ad” text in the corner.  Look for them next time you conduct a search! You’ll notice the first three (or more) slots almost always belong to ads.

Because ads take up a significant amount of online real estate, most digital marketing strategies take two tracks: an organic search engine optimization strategy to help you climb Google rankings and a pay-per-click campaign to help you capture those “number one” slots.

Benefits of PPC Advertising in Medical Marketing

When applied correctly, PPC ads get your name out there and attract motivated patients. Rest assured, nothing is wasted with targeted strategies. Everyone who comes across your ad is promising because their keyword search and your unique offering are one and the same. 

• Immediate Visibility: PPC ads make your practice visible to potential patients as soon as your campaign launches, a tremendous boon for new practices or those looking to expand.
• High Probability of Conversion: With precise keyword targeting, your ads appear to individuals actively seeking your medical services, boosting conversions.
• Budget Control: Enjoy full control over ad spend, with daily or monthly limits to stay on budget.
• Measurable Results: The comprehensive performance metrics provided by PPC platforms offer invaluable insight into clicks, conversions, etc., fueling data-driven strategies that get real results.

How Can Pay-Per-Click Work For Me?

There’s no such thing as a “typical PPC” campaign because no two campaigns should look identical. Your PPC campaign should be calibrated and customized to your unique strengths and goals while adhering to the most up-to-date best practices.

The first step in creating a new PPC campaign is to analyze the origins of your traffic and identify growth opportunities. For example, is the majority of your traffic from mobile sources or desktop? Do more people search for symptoms or treatments?

With a PPC campaign, the more popular a keyword is, the more you’ll pay per click. This means you want to balance several things when crafting your strategy:

• The competitiveness of the keyword: Optimal keywords should be cost-effective and create a strong ROI. Keywords should be affordable, but not too obscure to generate clicks.
• The cost of the keyword: The search term should be popular without overextending your budget. PPC campaigns can quickly generate leads, but they are best as a long-term strategy.
• Likely conversions: It’s not enough for a PPC campaign to generate traffic. If you aren’t seeing a high conversion rate,  you’re simply attracting tourists. Reliable, high-converting keywords aren’t necessarily the most popular.

A successful pay-per-click campaign must be custom-tailored to your goals and consistently monitored. If neglected, your campaign could go over budget, or the competition could crash the party by stealing your keyword real estate. A good PPC strategy is always looking to further optimize keywords and ensure they produce a strong conversion rate. 

When is a Good Time to Use a PPC Campaign?

In general, PPC search engine results are a widely accepted practice, and they lead to significant growth for many clients. There are times when a PPC campaign may not be appropriate, and an expert can help you understand your best options with pay-per-click.

Under certain circumstances, PPC is especially essential – and can significantly amplify your results. Some of the most common instances include:

• As a companion to your organic search campaign.
• When you want to gain traffic in certain keywords.
• When you are running a promotion.
• When you begin offering a new treatment or procedure.
• When something happens to improve your reputation or standing in the community.

What Are Responsive Search Ads?

Responsive Search Ads (RSAs) are a dynamic and innovative ad format introduced by major search engines like Google. Unlike traditional text ads, RSAs let you provide multiple headlines and descriptions for a single ad. The search engine then uses machine learning to combine and test different combinations to determine the most effective ad.

RSAs offer the following benefits:

Enhanced Cost-Per-Click (eCPC): 

This strategy combines manual bidding with automatic adjustments by Google’s algorithm. If Google predicts a click is more likely to lead to a conversion, it will increase the bid for that click. 

Maximized Clicks: 

This strategy focuses on getting the highest possible number of clicks within your budget. Google’s algorithm automatically adjusts bids to generate more clicks. Use this strategy if your goal is to increase website traffic and brand exposure.

Maximized Conversions: 

Similar to “Maximize Clicks,” this strategy aims to generate the maximum number of conversions within your budget. It’s ideal when your primary goal is to drive conversions on your website.

Target Impression Share:

 With this strategy, you set a target for the percentage of times your ad appears at the top of the search results or on the first page. Google automatically adjusts bids to help you achieve your desired impression share. It’s helpful when increasing visibility is a top priority.

The list of RSA benefits is long and also includes expanded reach, optimized performance, and increased relevance. Additionally, RSAs allow for a custom bid strategy for ongoing optimization. 

What Makes a PPC Campaign Successful?

Targeting the right keywords is critical to a successful PPC campaign. A good keyword analysis considers the following:  what’s popular, what’s sustainable, your budget, and how to attract users who become patients. The goal of the analysis is to help you reach and exceed growth goals.

After keyword selection, the next step is to draft the ads. Whether they’re designed for Google, Bing, or social media, PPC ads are always – you guessed it – advertising. As such, they must compel clicks. A successful ad is concise, captivating, and clear on how your practice positively impacts lives.

It’s worth noting that there are unique rules and requirements for healthcare PPC accounts. Adhering to these rules can be tricky for newcomers, but it’s second nature to PPC experts. Writing effective copy that converts and meets special healthcare standards is a fine art – one that Practis has proudly mastered!

Organic Search (SEO) Matters

Because pay-per-click ads dominate the top of the SERP rankings, you might wonder whether organic SEO is still important. But SEO still matters for multiple reasons. For example, some users refuse to click on ads. Understandably, they could be suspicious of advertising that targets their medical condition. As such, ranking near the top of the organic search results remains critical to your digital marketing success.

A PPC campaign can augment your organic SEO results, and vice versa. You can use PPC to reach keywords and patients that would otherwise be unreachable. And when you achieve organic SERP success, you can use PPC to ensure competitors don’t undercut you. 

Remember: Getting more users to your website via PPC is good for SEO, but only if they encounter high-quality information and linger on your site. 

PPC Advertising: Remind Me Why I Should Care

When you build a life around caring for people, it can be hard to care about advertising. Plus, your plate is already at max capacity. Luckily, PPC experts spend their days obsessing over thoughtfully tailored marketing strategies so you don’t have to. 

Because PPC campaigns are not a “set it and forget it” type of tool, PPC experts are constantly innovating and refreshing your strategy for optimal results. Additionally, they keep their finger on the pulse of user behavior so your ads are always relevant, and always effective. In short, you don’t have to care about PPC advertising – you just have to prepare for more patients!

PPC professionals care for your campaign by: 

• Constantly searching for new keyword opportunities. User behavior evolves, and as patient search patterns change, new strategies emerge for positioning your practice as their best option.
• Consistently monitoring your targeted keywords. We’ll ensure your keywords are delivering the desired results, and if a keyword skyrockets or plummets, we’ll know.

Google and other search engines are always changing their ranking algorithm to be more user-friendly, and this includes the PPC section. That’s why laser-focus on your PPC campaign is essential, but the onus isn’t on you. PPC experts are meticulous about caring for your campaigns so you can stay focused on your practice.

The Power of PPC: Get Your Free Audit!

PPC advertising – done right – can grow your practice, period. With its targeted approach, measurable results, and budget flexibility, PPC is a proven strategy you can embrace with confidence and enthusiasm. 

If you want to get a taste of what PPC advertising can do for you, Practis can help. We’re experts at harnessing the power of PPC to breathe new life into stagnant marketing and plateaued growth. Our PPC team crafts targeted campaigns that drive significant results so practitioners can focus on doing what they do best – improving quality of life.

Ready to level up? Contact Practis today for your free audit.