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15 Healthcare Marketing Strategies That Deliver More Healthcare Patients

Home » Blog » Healthcare Marketing » 15 Healthcare Marketing Strategies That Deliver More
Healthcare Patients

By Stewart Gandolf

Chief Executive Officer

doctor writing a healthcare marketing strategy on laptopHealthcare patients have more options than
ever before. With so much information available online, these patients no longer feel the need to visit
the closest hospital, a medical practice closest to their location, or even healthcare practices with
multiple locations in the community. That’s why it’s so important to have a planned, budgeted
healthcare marketing plan to reach new and returning patients in your area at the best moment.

Healthcare Marketing, even if you’re happy with your current patient volumes, can’t happen without a
planned medical marketing strategy to keep your healthcare brand at the forefront of people’s minds.
Think of all the reasons someone might decide to switch healthcare providers: changes in the type of
healthcare insurance, relocation, dissatisfaction with wait times, or just one negative experience. You
are not guaranteed to keep up your patient volumes forever.

Planning Your Healthcare Marketing Strategies

Doctors tell patients all the time that an ounce of prevention beats a pound of cure. It’s better to have a
marketing strategy in place now than to wait until you find out your patient marketing CRM database is
nearly empty.
Healthcare marketing is a strategy for doctors, hospitals, healthcare networks, health practitioners,
caregivers, healthcare providers, and healthcare marketing executives. Rapid changes in the healthcare
industry markets require agility and focus. You may have to hire outside help and plan for a larger
budget than you have in the past. But in the end, it’s worth it for that peace of mind–and to see your
patient population volumes grow faster than ever before! To help you along, we provided our top 15
items to include with any well-planned healthcare marketing strategy.

Related: 6 Ways to Market Any Healthcare Organization

1. Use consistent healthcare branding

You might feel confident your expertise sets you apart from other healthcare providers, doctor practices
or hospitals. But let’s face it–to a patient, one white coat looks just like the next.

You need to figure out what your brand is all about. What’s unique about your healthcare network,
hospital or medical practice? Is it the way you treat patients? Your family-friendly office? A spa-like
environment? There is at least one thing that makes your medical teams unique, and that’s what helps
patients remember your healthcare organization’s name.

It may take time to figure out what works for your brand. But eventually, your doctor writing a
healthcare marketing strategy on laptopHealthcare patients have more options than ever before. With
so much information available online, these patients no longer feel the need to visit the closest hospital,
a medical practice closest to their location, or even healthcare practices with multiple locations in the
community. That’s why it’s so important to have a planned, budgeted healthcare marketing plan to
reach new and returning patients in your area at the best moment.

Healthcare Marketing, even if you’re happy with your current patient volumes, can’t happen without a
planned medical marketing strategy to keep your healthcare brand at the forefront of people’s minds.
Think of all the reasons someone might decide to switch healthcare providers: changes in the type of
healthcare insurance, relocation, dissatisfaction with wait times, or just one negative experience. You
are not guaranteed to keep up your patient volumes forever.

Planning Your Healthcare Marketing Strategies

Doctors tell patients all the time that an ounce of prevention beats a pound of cure. It’s better to have a
marketing strategy in place now than to wait until you find out your patient marketing CRM database is
nearly empty.

Healthcare marketing is an investment for doctors, healthcare networks, and healthcare marketing
professionals. You may have to hire outside help and plan for a larger budget than you have in the past.
But in the end, it’s worth it for that peace of mind–and to see your patient volume grow faster than ever
before! To help you along, we provided our top 15 items to include with any well-planned healthcare
marketing strategy.

Related: 6 Ways to Market Any Healthcare Organization

1. Use consistent healthcare branding

You might feel confident your expertise sets you apart from other healthcare providers, doctor practices
or hospitals. But let’s face it–to a patient, one white coat looks just like the next.

You need to figure out what your brand is all about. What’s unique about your healthcare network,
hospital or medical practice? Is it the way you treat patients? Your family-friendly office? A spa-like
environment? There is at least one thing that makes your medical teams unique, and that’s what helps
patients remember your healthcare organization’s name.

It may take time to figure out what works for your brand. But eventually, your healthcare marketing
strategy comes together smoothly because you learn how best to represent your brand with any
marketing materials.

2. Evaluate the online patient experience

A decade ago, simply having a website was enough to impress prospective patients and help them find
your healthcare brand identity. But now, a website is healthcare’s new front door. It’s the first thing
patients often see, and if it’s not optimized for user experience, it may also be the last time a person
considers your hospital or healthcare practices.
Put yourself in a patient’s shoes. If someone were to land on any page of your site, would they know
your practice’s location, or your medical practices‘ multiple locations, and primary services in about 5-10
seconds? Would they be able to contact the right person quickly? Do the imagery and wording represent
your healthcare clinic’s, or practice’s, average patient?

User experience is an important consideration in website design. But sometimes, designers are so
focused on making the website look good, they forget to focus on the patient experience. We often find
that websites need to be completely redone. However, it might help to make small changes, like
positioning the “Contact Us” form higher up on the page.

3. Build a responsive healthcare website

A responsive website is one that automatically adjusts to the size of a screen, so the experience is the
same whether the site is accessed on a computer, tablet, your phone, or any mobile device. It’s the
norm [FYI: Google will mobile-first index all websites, including Healthcare websites, by September
2020] in website design today–but more than that, it’s something search engines are looking for when
crawling any medical website to determine how and where you’ll rank.

Google cares about the user experience, and it will prioritize competitors who have a site optimized for
mobile users. In general, responsive sites work best for the mobile digital healthcare experience. But
even if you currently have a responsive site, you should check that the both your content and imagery
continue to load properly (and promptly!) on mobile devices.

4. Test site speeds

Healthcare marketers who study user (prospective patients) behaviors online have proven that patients
today are less willing to put up with slow loading times than ever before. It only takes 5 seconds to lose
a prospective patient who decides to navigate elsewhere to their healthcare thanks to your slow site.

In fact, it’s another user experience (or patient experience) issue that may cause your medical or
healthcare website to fall in the search engine results. You can test your site speed at Google’s
PageSpeed Insights here. If load times are slow, speak to your web developer about ways to speed it up.
And, another healthcare marketing tip, to remember — check the site speeds of your competitors,
within your “healthcare neighborhood”, or within you medical services niche.
5. Optimize for prospective patients search engine results

Search engine optimization is a powerful tool for getting your medical practices or hospital network to
the top of the search engines. However, it’s a lot more complex than most marketing professionals
realize. You cannot simply use the term “healthcare practice” 100 times throughout your website and
hope to rank #1 on Google among doctors providing healthcare services in your area.

A large part of SEO involves using the right optimal phrases and keywords so that Google can
understand your healthcare organization‘s websites and be sure you rank for the proper, relevant and
pertinent healthcare-related search terms (e.g., medical conditions, healthcare professional treatment
of any type). But it also means using those terms naturally throughout your content, as Google cares
about readability first and foremost. And this is only the beginning of healthcare marketing best
practices for SEO, which also include:

Having links pointing back to each page on your healthcare website.

Gaining backlinks from reputable health sites.

Managing your site index or sitemap.

Claiming your healthcare website on Google My Business.

Submitting your website to Google.

6. Utilize PPC and display ads for Healthcare Marketing

Google web page displaying dentist in Tulsa search result

Pay-per-click advertisements appear first in search results.

Search Engine Optimization (i.e., “Healthcare SEO) is the organic marketing strategy to earn a healthcare
practice, hospitals, or hospital networks (or hospital systems) greater visibility online. However, even if
your site ranks number one for a search term like “dentist in Tulsa,” there are still 3 or 4 paid
advertisements above that number one search that people will see first.

These are pay-per-click advertisements, paid advertisements that are laser-targeted to appear first for a
set of search terms. With pay-per-click advertising (also known as PPC or paid search), you can manage
your budget and decide what you’d be willing to spend to keep your site visible at the top of the search
engines. Your return on investment is clear and defined with both PPC ads and display ads that appear
on the sidebar or top of other websites.

7. Leverage social media (the right way)

Too many hospitals and healthcare practices rely on organic social media for a large part of their digital
healthcare marketing strategies. Organic social media means posting photos, updates, events, and more
directly to Facebook, Twitter, or YouTube, and it’s a valid strategy to build your brand and let patients
know what’s new. [Thinking of new, or topical Social Media and YouTube, here’s a Healthcare Marketing
during COVID webinar.]

However, it shouldn’t be your only social strategy. Paid advertising on social media is a better way to
reach the right people who may be looking for your services—even if you’re not already connected. Let’s
face it: few people share posts from local healthcare organizations online unless they are already
engaged with that group, or better yet, employed by it.

Paid social media is about more than pressing the “Boost Post” button that appears when you post from
your business page. Like PPC or display advertising, it involves strategizing and budgeting to target the
audience you want.

8. Ask for reviews from patients

Typically, patients only leave reviews when they are motivated to do so, or if they had an above-average
(or extremely poor) experience. Unless you ask for reviews of your healthcare services, you miss an
opportunity to feature positive feedback from patients who were satisfied with their office visit. This
might be difficult for your front office staff to do–and they should not be required to evaluate each
patient’s level of satisfaction as they walk out the door.

That’s why we recommend automated reviews as part of hospitals and medical practices’ Healthcare
Marketing strategy. Here’s a brief overview of automated reviews: patients use a computer or tablet at
the office to rate the quality of service they received on a scale of 1-10. High scores automate a follow-
up email asking the patient to leave a review on their site. Those positive reviews show up directly on
your website and can potentially counteract any negative reviews left elsewhere online.
Poor scores allow healthcare practices or hospitala a chance to ask the patient to elaborate and,
hopefully, reach out and resolve the issue.

9. Follow up with patient feedback in your marketing efforts

You can’t help it when patients have a poor opinion of your practice and leave reviews on outside sites
such as Yelp. What you can do, however, is follow up with any patient feedback and show that you are
working on the problem. Sites like Yelp allow you to respond to patient feedback directly. With the right
follow-up, patients may be motivated to update their review to let others know the problem was
resolved in a timely fashion.

Reputation management should be part of any Healthcare Marketing strategy, but this doesn’t mean
you should get defensive about negative reviews. It means upgrading processes and equipment and
ensuring the best possible patient experience moving forward based on prior patient feedback.

10. Look into traditional media options

Many hospitals, healthcare groups, and practices are afraid to invest in external media opportunities:
traditional advertising sources like radio, television, billboards, and newspapers. These are a major
investment, and you must be careful about where you spend your money to see the best, tangible
results.

Having trustworthy healthcare media buyers to make these decisions for you is the best way to make
sure your advertisements get seen by the right people at the right time. A billboard in the middle of
nowhere does little to bring in patients, but a television advertisement that runs on a channel with
demographics that represent your average patient can do wonders for your ROI.

11. Build doctor referrals into your marketing plans

How does your practice reach potential referring doctors? If you’re not using a physician liaison, you’re
not getting what you need. Too many healthcare practices and medical specialty groups trust the front
desk to reach out to doctors who may choose to refer their practice–but the front desk simply does not
have the time to commit to this!
Doctor referrals are some of your best organic marketing strategies for bringing in new patients. Your
physician liaison should be visiting hospitals, licensed caregivers and medical practices every day,
scheduling lunches with potential referral bases, and keeping in touch with potential sources.

See also: Grow Doctor Referrals

12. Check in with your current patients

Though it may not compare to digital advertising, word-of-mouth referrals should always be part of your
overall healthcare marketing strategy.

Follow up with patients after an appointment or procedure to see how they’re doing. Ask about your
patients’ families, or send out birthday cards with a personalized touch. Send emails and mail reminders
for follow-up appointments (in-person or via telemedicine), and do whatever you can to maintain a
healthcare relationship. Patients will always appreciate that you took the time and may make a point to
recommend your local medical practice to their friends and family.

13. Become an authority in your specific field on medicine

Prospective patients remember you when you establish yourself as an authority in your medical
specialty. Your PR (public relations) strategy should involve reaching out to the appropriate media outlet
when you have something to share–it’s free advertising for your healthcare brand!

Stay up-to-date with your specific healthcare industry niche through LinkedIn groups and other online
forums. Consider following sites like HARO (Help a Reporter Out) to learn about interview opportunities.
Submit healthcare community press releases from time to time–and consider hiring outside help to
boost your visibility.

14. Track your marketing strategy

You should continuously monitor how your medical marketing strategy pays off in terms of ROI. Each
year, your Healthcare Marketing budget should adjust in terms of what you want to focus on this year,
based on a careful study of your metrics (performance analytics) so far. There are many ways to do this
type of patient marketing tracking:
Use a CRM (customer relationship management system) like HubSpot to track how patients engage with
your campaigns, via emails, call centers, or targeted landing pages.

Use Google Analytics to find out what terms you rank for in the search engines, and which terms you’re
missing out on.

Track your pay-per-click campaigns by setting up Google AdWords.

Use a HIPAA-compliant call-tracking system to see how paid advertising is paying off and to monitor
your front desk.

See also: The HHS/CDC’s Gateway to Health Communication.

15. Audit your front desk’s response to your healthcare marketing initiatives

You can have the best healthcare marketing strategy for anyone in your area…but if your front desk staff
cannot handle calls properly, you lose money and opportunities. An audit of your healthcare patients‘
front desk, or your call centers, may reveal any of the following:

Long hold times for potential patients

Confusion or patient misinformation

A slow patient scheduling system

An inability on the part of your staff to discuss, or “sell”, your healthcare services

No strategy in place to get patients to book an appointment

We strongly believe that no Healthcare Marketing strategy is complete if you don’t take the time to train
the front office staff properly! strategy comes together smoothly because you learn how best to
represent your brand with any marketing materials.

2. Evaluate the online patient experience

A decade ago, simply having a website was enough to impress prospective patients and help them find
your healthcare brand identity. But now, a website is healthcare’s new front door. It’s the first thing
patients often see, and if it’s not optimized for user experience/patient experience, it may also be the
last time a patient considers your hospital or practice.
Put yourself in a patient’s shoes. If someone were to land on any page of your site, would they know
your location, or your medical practices‘ multiple locations, and primary services in about 5-10 seconds?
Would they be able to contact the right person quickly? Do the imagery and wording represent your
healthcare clinic’s, or practice’s, average patient?

User experience is an important consideration in website design. But sometimes, designers are so
focused on making the website look good, they forget to focus on the patient experience. We often find
that websites need to be completely redone. However, it might help to make small changes, like
positioning the “Contact Us” form higher up on the page.

3. Build a responsive healthcare website

A responsive website is one that automatically adjusts to the size of a screen, so the experience is the
same whether the site is accessed on a computer, tablet, your phone, or any mobile device. It’s the
norm [FYI: Google will mobile-first index all websites, including Healthcare websites, by September
2020] in website design today–but more than that, it’s something the search engines are looking for
when crawling any healthcare website to determine how and where you’ll rank.

Google cares about the user experience, and it will prioritize competitors who have a site optimized for
mobile. In general, responsive sites work best for the mobile digital healthcare experience. But even if
you currently have a responsive site, you should check that the content and imagery continues to load
properly on mobile devices.

4. Test site speeds

Marketers who study user behaviors online have proven that patients today are less willing to put up
with slow loading times than ever before. It only takes 5 seconds to lose a prospective patient who
decides to navigate elsewhere thanks to your slow site.

In fact, it’s another user experience issue that may cause your medical or healthcare website to fall in
the search engine results. You can test your site speed at Google’s PageSpeed Insights here. If load times
are slow, speak to your web developer about ways to speed it up. And, another healthcare marketing
tip, to remember — check the site speeds of your competitors, within your “healthcare neighborhood”,
or within your medical services niche.
5. Optimize for prospective patients search engine results

Search engine optimization is a powerful tool for getting your medical practice or hospital network to
the top of the search engines. However, it’s a lot more complex than most marketing professionals
realize. You cannot simply use the term “healthcare practice” 100 times throughout your website and
hope to rank #1 on Google among doctors providing healthcare services in your area.

A large part of SEO/Organic marketing involves using the right optimal phrases and keywords so that
Google can understand your healthcare organization websites and be sure you rank for the proper,
relevant, and pertinent healthcare-related search terms (e.g., medical conditions, healthcare
professional treatment of any type). But it also means using those terms naturally throughout your
content, as Google cares about readability first and foremost. And this is only the beginning of
healthcare marketing best practices for SEO, which also include:

Having links pointing back to each page on your healthcare website.

Gaining backlinks from reputable health and wellness sites.

Managing your site index or sitemap.

Claiming your healthcare website on Google My Business.

Submitting your website to Google.

6. Utilize PPC and display ads for Healthcare Marketing

Google web page displaying dentist in Tulsa search result

Pay-per-click advertisements appear first in search results.

Search engine optimization is an organic way to make a healthcare practice or hospital more visible
online. However, even if your site ranks number one for a search term like “dentist in Tulsa,” there are
still 3 or 4 paid advertisements above that number one search that people will see first.

These are pay-per-click advertisements, paid advertisements that are laser-targeted to appear first for a
set of search terms. With pay-per-click advertising (also known as PPC or paid search), you can manage
your budget and decide what you’d be willing to spend to keep your site visible at the top of the search
engines. Your return on investment is clear and defined with both PPC ads and display ads that appear
on the sidebar or top of other websites.

7. Leverage social media (the right way)

Too many hospitals and healthcare practices rely on organic social media for a large part of their digital
healthcare marketing strategies. Organic social media means posting photos, updates, events, and more
directly to the Facebook, Twitter, or Instagram platform, and it’s a valid strategy to build your brand and
let patients know what’s new.

However, it shouldn’t be your only social strategy. Paid advertising on social media is a better way to
reach the right people who may be looking for your services—even if you’re not already connected. Let’s
face it: few people share posts from local healthcare organizations online unless they are already
engaged with that group, or better yet, employed by it.

Paid social media is about more than pressing the “Boost Post” button that appears when you post from
your business page. Like PPC or display advertising, it involves strategizing and budgeting to target the
audience you want.

8. Ask for reviews from patients

Typically, patients only leave reviews when they are motivated to do so, or if they had an above-average
(or extremely poor) experience. Unless you ask for reviews of your healthcare services, you miss an
opportunity to feature positive feedback from patients who were satisfied with their office visit. This
might be difficult for your front office staff to do–and they should not be required to evaluate each
patient’s level of satisfaction as they walk out the door.

That’s why we recommend automated reviews as part of hospitals and medical practices’ Healthcare
Marketing strategy. Here’s a brief overview of automated reviews: patients use a computer or tablet at
the office to rate the quality of service they received on a scale of 1-10. High scores automate a follow-
up email asking the patient to leave a review on their site. Those positive reviews show up directly on
your website and can potentially counteract any negative reviews left elsewhere online.

Poor scores allow the practice or hospital a chance to ask the patient to elaborate and, hopefully, reach
out and resolve the issue.
9. Follow up with patient feedback in your marketing efforts

You can’t help it when patients have a poor opinion of your practice and leave reviews on outside sites
such as Yelp. What you can do, however, is follow up with any patient feedback and show that you are
working on the problem. Sites like Yelp allow you to respond to patient feedback directly. With the right
follow-up, patients may be motivated to update their review to let others know the problem was
resolved in a timely fashion.

Reputation management should be part of any Healthcare Marketing strategy, but this doesn’t mean
you should get defensive about negative reviews. It means upgrading processes and equipment and
ensuring the best possible patient experience moving forward based on prior patient feedback.

10. Look into traditional media options

Many hospitals, healthcare groups, and practices are afraid to invest in external media opportunities:
traditional advertising sources like radio, television, billboards, and newspapers. These are a major
investment, and you must be careful about where you spend your money to see the best, tangible
results.

Having trustworthy healthcare media buyers to make these decisions for you is the best way to make
sure your advertisements get seen by the right people at the right time. A billboard in the middle of
nowhere does little to bring in patients, but a television advertisement that runs on a channel with
demographics that represent your average patient can do wonders for your ROI.

11. Build doctor referrals into your marketing plans

How does your practice reach potential referring doctors? If you’re not using a physician liaison, you’re
not getting what you need. Too many healthcare practices and medical specialty groups trust the front
desk to reach out to doctors who may choose to refer their practice–but the front desk simply does not
have the time to commit to this!

Doctor referrals are some of your best organic marketing strategies for bringing in new patients. Your
physician liaison should be visiting hospitals, licensed caregivers, and medical practices every day,
scheduling lunches with potential referral bases, and keeping in touch with potential sources.
See also: Grow Doctor Referrals

12. Check-in with your current patients

Though it may not compare to digital advertising, word-of-mouth referrals should always be part of your
overall healthcare marketing strategy.

Follow up with your patients after an appointment or procedure to see how they’re doing. Ask about
your patients’ families, or send out birthday cards with a personalized touch. Send emails and mail
reminders for follow-up appointments (in-person or via telemedicine), and do whatever you can to
maintain a healthcare relationship. Patients will always appreciate that you took the time and may make
a point to recommend your local medical practice to their friends and family.

13. Become an authority in your field on medicine

Prospective patients remember you when you establish yourself as an authority in your medical
specialty. Your PR (public relations) strategy should involve reaching out to the appropriate media outlet
when you have something to share–it’s free advertising for your healthcare brand!

Stay up-to-date with your specific healthcare industry niche through LinkedIn groups and other online
forums. Consider following sites like HARO (Help a Reporter Out) to learn about interview opportunities.
Submit healthcare community press releases from time to time–and consider hiring outside help to
boost your visibility.

14. Track your marketing strategy

You should continuously monitor how your medical marketing strategy pays off in terms of ROI. Each
year, your Healthcare Marketing budget should adjust in terms of what you want to focus on this year,
based on a careful study of your metrics (performance analytics) so far. There are many ways to do this
type of tracking:

Use a CRM (customer relationship management system) like HubSpot to track how patients engage with
your marketing campaigns, via emails, call centers, or targeted landing pages.
Use Google Analytics to find out what terms you rank for in the search engines, and which terms you’re
missing out on.

Track your pay-per-click campaigns by setting up Google AdWords.

Use a HIPAA compliant call tracking system to see how paid advertising is paying off and to monitor your
front desk.

See also: The HHS & CDC’s Gateway to Health Communication

15. Audit your front desk’s response to your healthcare marketing initiatives

You can have the best healthcare marketing strategy for anyone in your area…but if your front desk staff
cannot handle calls properly, you lose money and opportunities. An audit of your healthcare patients‘
front desk, or your patient call centers, may reveal any of the following:

Long hold times for potential patients

Confusion or patient misinformation

A slow patient scheduling system

An inability on the part of your staff to discuss, or “sell”, your healthcare services

No strategy in place to get patients to book an appointment

We strongly believe that no Healthcare Marketing strategy is complete if you don’t take the time to train
the front office medical staff and patient marketing team properly!

Stewart Gandolf

Chief Executive Officer at Healthcare Success

Stewart Gandolf, MBA, is Chief Executive Officer of Healthcare Success, one of the nation's leading
healthcare and digital marketing agencies. Over the past 20 years, Stewart has marketed and consulted
for over 1,000 healthcare clients, ranging from practices and hospitals to multi-billion dollar
corporations. A frequent speaker, Stewart has shared his expertise at over 200 venues nationwide. As an
author and expert resource, Stewart has also written for many leading industry publications, including
the 21,000 subscriber Healthcare Success Insight blog. Stewart also co-authored, "Cash-Pay Healthcare:
Start, Grow & Perfect Your Cash-Pay Healthcare Business." Stewart began his career with leading
advertising agencies, including J. Walter Thompson, where he marketed Fortune 500 clients such as
Wells Fargo and Bally's Total Fitness.

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Posted in: Healthcare Marketing, Healthcare Marketing Leadership, Hospital Marketing, Physician
MarketingTagged health care brand marketing, health care marketing, health industry markets,
healthcare marketing, Healthcare Marketing Agency, healthcare marketing initiatives, healthcare
marketing plan, healthcare marketing strategies, Healthcare Marketing Strategy, healthcare networks,
healthcare organizations, healthcare providers, healthcare services, healthcare services marketing,
hipaa, hospital marketing, licensed healthcare practitioners, licensed medical practitioners, marketing
for doctors, marketing for hospitals, marketing roi, medical marketing, medical marketing strategy,
medical practices, mobile healthcare website, National Healthcare Marketing, organic marketing, patient
experience, patient marketing, registered nurses, reputation management, responsive healthcare
website, Strategic Healthcare Marketing, telemedicine

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