Calls-to-action (CTAs) are among the most important tools in your inbound marketing arsenal. Without them, your healthcare Brand is missing out on opportunities to increase patient volume. How will visitors convert to loyal patients? What will get them to sign up for your free LASIK consultation? What will entice them to learn more about cataract surgery and download your IOL guide? CTAs are essential to your healthcare marketing strategy and open up the doors to new patients for your Brand.
Some healthcare practices have a love-hate relationship with Google search engine results’ pages (SERPs). For the most part, the relationship is one of unrequited love. It’s a tale that goes way back to 2011 when Google instituted the algorithm update that set the stage for the way websites ranked in their SERPs – Panda. Google’s Panda algorithm emphasized quality content, which many websites didn’t have at the time.
Overnight, healthcare marketers using Black Hat search engine optimization (SEO) techniques realized their relationship with Google had to be genuine. No more keyword stuffing, spamdexing, or buying links to rank higher in SERPs.
Numbers matter when it comes to your healthcare marketing strategy. When you set a goal to conduct ‘x’ number of LASIK procedures or increase patient volume by ‘x’ percent, measuring where you ended the year will show you how effective your strategy was during that period. If you hit your target, then it’s safe to say your strategy is working; however, if you missed your goal, then your strategy for increasing patient volume may need some tweaking.
The same premise applies to content marketing for healthcare Brands. You can measure the return on investment (ROI) of content marketing by measuring where you started based on where you are now.
Increasing patient volume and loyalty is at the core of your healthcare marketing strategy. Whether you are promoting a new service, sharing a patient success story, or building Brand awareness, your practice is focused on bringing in new and returning patients.
Your digital marketing strategy is a major player in making this happen. By finding patients during their online searches, you are giving them the opportunity to be educated and inspired by your healthcare Brand.
Digital marketing is a new frontier when it comes to your healthcare Brand. Although it’s a facet of marketing, healthcare marketers are discovering new digital marketing strategies to improve their web presence every day.
One important aspect of digital marketing is your healthcare website. Your website is your online presence that’s an irreplaceable anchor of your practice. An effective website helps your Brand increase patient volume and acts as a knowledge base for patients. It is the heart of your digital marketing campaigns. As such, it’s imperative that you measure the effectiveness of your website by analyzing your web metrics.
Inbound marketing has the ability to attract interested website visitors to your practice and strengthen their trust in your healthcare Brand. It’s so much more than just producing valuable content and placing it strategically on your website. In order to capitalize on this opportunity to turn visitors into patients, your practice must understand the different stages of the marketing funnel, and how it affects patients’ decision-making process. Once you’ve mastered this, you start increasing in patient volume.
Inbound marketing is a crucial component for marketers in the digital era. While inbound excels at driving sales and proving return on investment (ROI), did you know that it also helps enhance your Brand differentiation? The internet has seriously changed how Brands are developed and how people interact with them. Though healthcare organizations need to be tactful and attentive to keep their Brands afloat, the internet offers a very distinct advantage: every organization has the same opportunity to leverage its Brand Voice and find huge success. The key is to understand how to do it.
“How much revenue is the marketing department responsible for bringing in?”
Every C-suite has asked that question.
A few years ago, many marketing professionals couldn’t give a definitive answer. Nowadays, healthcare marketers are expected to be fluent in the metrics and analytics involved in their company’s marketing campaigns. Thankfully, marketing analytics tools have made it a much easier task to track marketing metrics, allowing organizations to calculate the impact their campaigns have on increasing patient volume.
Your website is more vital to your healthcare marketing strategy than ever before. It allows you cut to through the noise and become consumer-facing at the right time and place. Gone are the days of creating an ad, placing it on a billboard, and hoping that it pays dividends to your healthcare Brand.
Now, marketers have the opportunity to reach millions of patients at the click of a button, and increase patient volume through an effective and engaging website.
Quick – name one thing that almost all consumers do before making a decision…they search online! Whether you’re shopping for gym shoes or deciding on a new restaurant, online visitors turn to Google to find reviews for products and services they are considering.
In fact, 76% of people use online reviews to help them make purchasing decisions. Even more surprising is that positive reviews directly cause an increase in revenue for organizations. So how can your healthcare practice use patient reviews to drive an increase in patient volume? By having an online reputation management strategy in place, your healthcare Brand can generate and manage reviews to help aide patients during their decision making process.
Though it may seem complicated, online reputation management is a practice that involves a lot of common sense. Utilizing email and social media, you can help your practice earn the reviews you need to strengthen your Brand and increase patient volume.