Medical Podcasts: Check Out the Best of the Best!

Last Updated: February 2, 2021

Are you a doctor, medical director, healthcare marketer, or maybe even a physician liaison looking for ways to grow your medical practice? We’ve compiled a list of the best medical podcasts that will do just that!

Why Medical Podcasts? Podcasts are the perfect solution for the busy, always on the go, self-starters who want to find new ways to increase their knowledge whether that be in their personal or professional life, and by listening to podcasts by other people in the healthcare or healthcare marketing space you can use their ideas as inspiration to turn into actionable tips for your practice!

Feel like you don’t have the time to listen to these healthcare podcasts? We know you are busy running your business, that is why these short, yet informative podcasts are perfect for the drive into the office, time at the gym, or even if it’s your turn to sit in the carpool lane.

These are not in ranking order of how awesome they are just numbered for convenience and navigation!

Happy medical podcast listening!

Table of Contents:
  1. 2 Docs Talk
  2. Patient Convert Podcast
  3. The #HCBiz Show!
  4. The Future of Healthcare
  5. The New England Journal of Medicine (NEJM)
  6. The Healthcare Policy Podcast
  7. The Dentalpreneur Podcast
  8. Outcomes Rocket
  9. Docs Outside The Box
  10. Healthcare Happy Hour
  11. Ten Minute Healthcare Marketing Podcast
  12. Digital Health Today Podcast
  13. Steps To Value
  14. Healthsounds
  15. Innovation That Sticks
  16. Healthcare 360
  17. Becker’s Health Podcast
  18. Femtech Insider
  19. Oliver Wyman’s Health Podcast
  20. AMA Moving Medicine
  21. Startup + Health NOW
  22. Talking HealthTech
  23. What2Know
  24. The Doctor Paradox
  25. Designed to Heal
  26. Life After PTSD
  27. Med Tech Gurus
  28. The Nocturnists
  29. Eye Care Insider
  30. The Scope of Practice

2 Docs Talk

2 docs talk podcast

2 Docs Talk is a podcast that was made for consumers, but physicians will want to listen in as well as Kendall Britt, MD and Amy Rodgers, MD talk about topics they think people need to hear about so they can be fully informed and allows them to understand so they can discuss with their doctor the best options for their own health benefits.

Estimated time: 15 minutes

Latest Episode:   Episode 123: Fall 2018 Updates (January 23rd)

Patient Convert Podcast

patient convert podcast healthcare marketing podcast intrepy

The Patient Convert Podcast is a healthcare marketing podcast by the co-founders of Intrepy Healthcare Marketing. Hosts Kelley Knott and Justin Knott deliver a podcast for everyone in the healthcare industry looking to learn new ways to reach patients and grow their organizations. Discover new ways to boost your practice marketing as they cover topics including social media marketing, medical SEO, physician liaison training, content marketing, lead generation and more. Including guest interviews from marketing thought leaders and physicians. If you are looking for actionable tips and strategies to bring your healthcare organization to the next level, this is the podcast for you!

Estimated time: 35 Minutes

Latest Episode: How Surgeons Should Market Their Specialty to Patients w/ Kim Rodgers of Medtronic

The #HCBiz Show

HCBix show podcast

The #HCBIZ Show podcast is practical and informative for the healthcare industry. The show’s hosts Don Lee and Shahid Shah discuss things healthcare leaders need to know about right now. Topics such as HIEs and healthcare quality measurement, value-based healthcare, patient safety vs. patient satisfaction, and they even dive into healthcare information technology. With a wide range of topics about everything healthcare, this is going to be a podcast you will want to keep up with.

Estimated time: 15 – 60 Minutes

Latest Episode:   Environmental Services Optimization Playbook (ESOP) @ HITS 2019

The Future of Healthcare

the future of healthcare podcast

The Future of Healthcare podcast is cutting edge when it comes to the healthcare industry. It shows host Nathan Dollinger takes you on a journey to the future of healthcare by talking with industry leaders to educate and inspire the next generation. They discuss topics like pharmaceuticals for humans and animals, the good and bad of healthcare politics, babyboomers, AI, and much more!

Estimated time: 45 minutes

Latest Episode: Creating a TEDx Event – Think Well: Healthcare Out Loud

The New England Journal of Medicine

New England Journal of medicine podcast

The New England Journal of Medicine gives you weekly updates discussing the latest techniques and ideas in medical research. If you like getting good, quality information on healthcare innovations this is the podcast for you!

Estimated time: 25 minutes

Latest Episode:   NEJM This Week — October 31, 2019

The Healthcare Policy Podcast

the healthcare policy podcast

If you are looking for a program that features interviews with respected healthcare industry experts on hot button issues, the show’s host: David Introcaso, a DC based healthcare analyst and researcher and discusses topics like: state healthcare innovation, e cigarettes, Medicare, drug pricing reform, and so much more. Check out The Healthcare Policy Podcast.

Estimated time: 30 minutes

Latest Episode: Dr. Rick Doblin Discusses the Potential/Real Therapeutic Benefits of Psychedelic Agents (October 31st)

The Dentalpreneur Podcast

The Dentalpreneur Podcast brings you stories from some of the brightest minds in the dental industry. While this podcast is mainly for dentists, the information provided gives you insight to not just making your practice more successful, but also giving you a look into how you can live a more fulfilled life. They discuss topics like juggling the many hats worn as practice owners, the science behind having a good conversation, and when to plan your escape and step away from the chair.

Estimated time: 15 minutes

Latest Episode:   732: Producing Producers

Outcomes Rocket

outcomes rocket podcast

Outcome Rocket discusses healthcare’s toughest problems giving you insight into better understand these issues guiding you to getting a better outcome for patients, which will in turn lead you to having a better business. Having conversation with some of the most inspiring leaders in healthcare discussing things like: how to get high quality, affordable health coverage, using digital tech to improve population health, and artificial intelligence powered diagnostics.

Estimated time: 30 – 45 minutes

Latest Episode:   Demanding Medical Excellence with Michael Millenson, President, Health Quality Advisors LLC

Docs Outside the Box

Docs Outside the box podcast

Docs Outside the Box is not your ordinary podcast about healthcare. It provides insight from healthcare pioneers that are coming up with innovative ways to smash through barriers in the healthcare industry. Discussing topics that other people are afraid to talk about. Things like: Are physicians still the center of healthcare, price transparency & advocacy, and even “mommy guilt”

Estimated time: 45 minutes

Latest Episode:  135 – “I see you Fear, now move out my way” with Dr. Jennifer Caudle [5-Minute Friday]

Healthcare Happy Hour

healthcare happy hour podcast

The Healthcare Happy Hour is brought to you by the National Association of Health Underwriters. New episodes are released every Friday where they discuss the top issues of today’s current events in healthcare. Discussing topics like: Medicare, healthcare industry trends, and legislation.

Estimated time: 15 – 30 minutes

Latest Episode:   Impeachment Inquiry to Compete with Healthcare Agenda

Ten Minute Healthcare Marketing Podcast

10 minute healthcare marketing podcast

If you want to find how your practice can benefit from digital efforts, then check out the ten-minute healthcare marketing podcast. This podcast may be short, but the tips and strategies given are not just powerful, they are actionable.  They discuss topics from all of the different professions like dental patient referrals, the best strategies to make the most out of your investment in PPC, and SEO for plastic surgeons.

Estimated time: 10 – 30 minutes

Latest Episode:   #162: How to do Social Media the Right Way: Dental Edition

Digital Health Today Podcast

Digital Health Today Podcast

Digital Health Today is a podcast that has special guests from all walks of life discussing items about the healthcare industry. From patients, to physicians, CEO’s, and even inventors and investors. They bring you the latest and greatest topics in the world of healthcare. Topics discussed on this podcast: needs based innovation, where to begin when managing a digital transformation across and entire company, and even how virtual reality can be an important tool in healthcare.

Estimated time: 25 – 40 minutes

Latest Episode: #094: Glen Tullman of Livongo Health on building a consumer-first digital health company

Steps To Value

Steps to value podcast

Steps to value discusses the power of technology in the healthcare industry. This podcast is conversations with healthcare pioneers who have mastered technology to create innovative processes to get the most out of their technology investments and they share their stories with you. They cover topics like digital reinvention, consumer behavior and technology, and overcoming the cost challenge in healthcare.

Estimated time: 15 – 30 minutes

Latest Episode:   Episode #72: Three Ingredients for Digital Reinvention: Strong Leadership, Clinical Voice, and Relentless Vision

HealthSounds

healthsounds podcast

This bite size podcast packs a punch with the information given by healthcare innovators. The episodes may only be 5 minutes long, but they are full of information for all levels of business in the healthcare industry.On the healthsounds podcast, they discuss topics like: leveraging data to identify care gaps, patient portals, case management, and they discuss the sharing of sensitive information.

Estimated time: 5 minutes

Latest Episode: A 13-Point Protocol Helps Telephonic Care Coordinators Locate Medicaid Members for Early Engagement Initiative

Innovation that Sticks

innovation that sticks podcast

This HIMMS podcast, Innovation that sticks,  is by healthcare experts that talk about innovative solutions that are transforming the healthcare industry and provide their insights in their area of expertise. If you want a short podcast that has out-of-the-box thoughts on healthcare, this is an excellent choice!

Estimated time: 15 minutes

Latest Episode: Episode #55: How Innovation Is Redefining the Business of Government

Healthcare360

healthcare 360 podcast

Healthcare360 is an extremely informative podcast. The podcast is by seasoned consultant Scott Burgess, and in it he speaks with hospital leadership, other consultants, and even service techs to get their insights and “lift the hood” on emerging technologies in the healthcare industry.

Estimated time: 6 – 100 minutes

Latest Episode HC360 #022 – Big Data and the Unrealized Hopes of the EMR System with Paul Summerside 2.0

Becker’s Healthcare Podcast

Beckers Healthcare Podcast

Becker’s Healthcare Podcast is all about cutting edge business & news Information for Healthcare Leaders. It features interviews and conversations with the latest in thought leadership in the healthcare industry. 

Estimated Time: 15 minutes

Latest Episode: Scott Becker Interviews Kelley Knott, CEO of Intrepy Healthcare Marketing 

Femtech Insider

Femtech Insider - Healthcare Podcast

Femtech Insider Podcast Is about the makers & Shakers who push the boundaries for advancements in women’s health every day. Each episode you get to peek in on an in-depth conversation between the leaders who drive change in femtech and women’s health

Estimated Time: 30 – 45 minutes

Latest Episode: Breaking the stigma: Why Ann Garnier is building an app for women going through menopause 

Oliver Wyman’s Health Podcast

Oliver Wyman's Health Podcast - For Healthcare Innovations

Oliver Wyman’s Health Podcast conversations with leaders pioneering healthcare market transformation. Check out this podcast with Oliver Wyman who is a leader in value based, consumer-centric healthcare, and serves clients in the pharmaceutical, biotechnology, medical devices, and payor sectors.

Estimated Time: 20 – 40 minutes

Latest Episode: Digital Therapeutics Predictions

AMA Moving Medicine

AMA Moving Medicine - Healthcare Podcast

AMA Moving Medicine Podcast highlights innovation & emerging issues that impact physicians and public health today. Listen in to ensure you stay in the loop on the issues that are impacting public health today. You will find interviews, educational presentations and in-depth discussions about relevant healthcare topics.

Estimated Time: 10 – 30 minutes

Latest Episode: Women leaders in medicine, part 2

Startup + Health NOW

startup Health Now - Healthcare Podcast

Startup Health Now Podcast celebrates the innovators industry leaders and entrepreneurs who are re-imagining health & wellness. Here you will find interviews with people from global healthcare, alternatice healthcare and even medicare advantage companies.

Estimated Time: 10 – 40 minutes

Latest Episode: StartUp Health Festival, Founder Stories, Gennev 

Talking HealthTech

talking healthtech - healthcare podcast

Talking Healthtech Podcast features discussions with doctors, developers and decision makers in Australian Health Tech. The conversations are to promote innovation and collaboration for better healthcare enabled by technology.

Estimated Time: 20 – 45 minutes

Latest Episode: Dr James Somauroo, HS. Ventures

What2Know

what 2 know - health & wellness podcast

What 2 Know podcast explores best practices, innovations, and latest trends with industry experts with an eye toward helping you stay ahead in digital marketing & communications.The topics ocered on this podcast include health & wellness, leadership, audience architecture, entrepreneurship, content marketing & business development.

Estimated Time: 30 Minute – 1 hour

Latest Episode: Swimming to Fight Cancer: Rob Butcher, President & CEO, Swim Across America

The Doctor Paradox

the doctor paradox

The Doctor Paradox is about addressing why despite having incredibly meaningful jobs, doctors are increasingly unhappy in their work. Quite simply, it is a tragedy that we have allowed this to happen. That intensely passionate, dynamic and altruistic individuals have lost their core passions and found themselves adrift in the world of healthcare is unacceptable.

Estimated Time: 45 Minutes

Latest Episode: Surf Doctor – Dr Peter Acker On Global Emergency Care & Surf Medicine

Designed to Heal

designed to heal

What would it take to convince you that your body is the most incredible healing system ever created and put your faith in it’s design to heal itself instead of relying on drugs and other interventions? Designed To Heal™ is a weekly podcast sharing stories, tips, research and debunking myths in the world of wellness to help you take back control of your health.

Estimated Time: 30 Minute – 1 hour

Latest Episode: Your Body’s Amazing Immune System

Life After PTSD

life after ptsd

Post traumatic stress is not a disorder, it’s an injury that can be healed. Each week the Life After PTSD Podcast shares stories of clients who are creating a new normal of their choosing, free of trauma and PTSD and the counselors helping them do it.

Estimated Time: 35 Minutes

Latest Episode 81: Her Boyfriend Abused Her And Didn’t Allow Her Certain Freedoms (ft. Chris & Samantha)

Med Tech Gurus

Med Tech Gurus is a podcast dedicated to helping medical device executives stay on the leading edge of their industry. Whether you’re looking to grow your sales team, commercialize new devices, set up national accounts, or improve your clinical performances, this podcast is designed to help. Each episode features an interview with a thought leader or practitioner, discussing topics like: sales force, innovation, patient outcomes, emerging technologies, supply chain, group purchasing organizations, device launches, value analysis, biotech, and more.

Estimated Time: 35 Minutes

Latest Episode 66: Iron Man Might Be a Reality with Aravind Upadhyaya

The Nocturnists

 

We are The Nocturnists, a San Francisco-based independent medical storytelling community. Since 2016, we’ve produced over a dozen live storytelling shows in the Bay Area and New York City, three seasons of our podcast, and two special audio diary series. We aspire to transform the culture of medicine by shattering the myth of the physician hero, and revealing the truth: that doctors are human, just like everyone else, and that our humanity is our strength, not our weakness.

Estimated Time: 35 Minutes

Latest Episode 58: The Bridge

Eye Care Insider

Eye Care Insider

In this podcast, Joshua Mali, MD, brings you the best insights and perspectives in the field of eye care today. Through interviews with thought leaders in ophthalmology, Mali gets the inside of every story

Estimated Time: 43 Minutes

Latest Episode 6: Dr. Mali’s Top 5 Predictions in Ophthalmology for 202‪1‬

The Scope of Practice

Dr. Brent W. Lacey, M.D. teaches healthcare professionals how to manage their businesses successfully and master their personal finances. Most physicians and dentists enter their profession with large amounts of personal debt, and beyond that – they begin working with no knowledge of how to actually run a clinical practice. You should be able to help your patients and do what you love without being stressed by all the other obligations that come with managing your medical practice. Dr. Lacey interviews physicians and other industry experts on topics such as physician burnout, financial independence, business management, leadership, personal growth, marriage, parenting, side hustles, marketing and branding, and medical education. You shouldn’t have to feel overwhelmed by the pressures of running your practice or by your own personal finances. Restore the joy you receive from helping your patients, knowing you have the knowledge and skills to handle all the other responsibilities that come with that. Hit “subscribe” and get ready to change your life.

Estimated Time: 51 Minutes

Latest Episode 57: What does the future look like for women in medicine? – Dr. Hala Sabr‪y‬

Medical Podcasts Key Takeaways

  • These Medical Podcasts are great for gaining insight while being on the go
  • Even if you haven’t listened to one before, they are free, and you can begin at any time.
  • Being able to juggle your many hats and listen to a podcast is the ideal way to maximize your time.
  • Don’t forget to subscribe to your favorite podcast on healthcare that piques your interest and meets your needs most so you will be reminded when the latest episode gets released.
  • These podcasts are a perfect way to hear from industry leaders, experts, and healthcare professionals to keep you informed about the topics you care about most in the world of healthcare.

Podcasts are perfect for multitasking.  Making it a great way to get things done, while learning new information about the healthcare topics you care about most.

So, while you are out running errands, in between meetings, or just find that you have a few minutes to spare while you grab a bite to eat just pop on one of these podcasts and make the most out of your busy day and limited time.

To stay on top of all things healthcare marketing, you are going to want to check out our blog. Don’t forget to subscribe so you continue to get the latest updates!

Top Healthcare Digital Advertising Tips

Last update: 2/1/21

Reaching new patients is an ongoing challenge for healthcare practices. And with fierce competition, it becomes even harder for you to find new patients that need your help.

Patients today have more options than ever. Almost all of them are online and have access to vast resources of information.

That’s why you need a solid healthcare digital advertising plan for your healthcare organization.

Table of Contents:

  1. Engage new Patients via Paid Search
  2. Social Media Advertising on Facebook and Instagram
  3. Invest in Video Advertising
  4. Geofencing Ads to Target Hyperlocal Patients
  5. Reach Patients with Native Advertising
  6. Increase Conversions with Retargeting Ads

But with the overload of information online today, you may find it hard to decide what works best for you.

Which makes you wonder — what medical marketing strategies work best for healthcare advertising?

Don’t worry! We’ve got you covered.

In this article, we’ll share with you the best digital healthcare advertising strategies for medical practices. By the end of it, you’ll have a better idea of what strategies work for you and how to implement them.

Let’s get started.

1. Leverage Paid Search

Paid search is a form of digital healthcare marketing where businesses get to display their ads on popular search engine sites such as Google Ads and Bing Ads.

Paid ads are an excellent option for healthcare practices that have a budget to grow and attract more clients. And when done correctly, it always brings quality traffic and high-paying customers.

The reason this healthcare digital advertising strategy works is that it’s straightforward and easy to track. Anyone can start paying for ads and attract new large audiences.

The results can be tracked within the first few days from launching the ad campaign. And that allows you to adjust your ads and improve your content.

The price for this type of ads is often decided by marketers bidding against each other. That explains why the more competitive a word is, the higher its price becomes.

If you search on Google for “best dentist in Atlanta” — the first few results are paid search ads.

Healthcare Digital advertising paid search example

According to Google, 5% of all searches are health-related. That’s what makes paid ads so effective. Because unlike other types of ads online, this is guaranteed to get more clicks for specific search terms and queries.

The most popular categories are pay-per-click (PPC) and cost-per-mile (CPM).

Pay-per-click (PPC): You only pay for the clicks your ad gets without taking into consideration views or impressions.

Cost-per-mile (CPM): For every thousand views your ad gets, you pay a pre-determined cost.

2. Social Media Healthcare Advertising to Reach Patients

Social media ads are advertisements served to social media users on different platforms. And they’re an excellent option for healthcare practices due to the endless choices they offer.

For instance, 41% of users said that social media had affected their decision when it came to hiring a doctor or choosing a specific health facility.

Here are the best two social media platforms for healthcare providers:

Facebook Advertising

Launching an Facebook advertising campaign has never been easier.

With a few clicks, you can log in to your Facebook account, set up a campaign, and enter your payment method. You can expect to see your audience grow within just a few hours.

Facebook also gives you lots of options for how you want your ads to be.

For instance, you can choose to boost a single post, a business page, a product, or a link to your website.

It may take some time for you to master Facebook Ads and get the best ROI. But until then, you can always learn more or seek help from our professional team.

Instagram Advertising

Like Facebook advertising, Instagram ads are a powerful method for growing your business. It will allow you to target the right audience — at the right time — and for the right price.

More than 200 million Instagram users visit at least one business profile every day.

And with more than 800 million users on the platform, your sponsored content is guaranteed to reach your targeted audience.

But there’s something you should now.

Instagram is the leading visual platform on the web today. And it’s all about images and videos.

Also, the majority of its users are young, and females are more present there compared to males.

You need to keep that in mind before taking any further steps.

Ask yourself — what does my regular prospect look like?

Once you answer that question, set up a new campaign to target those prospects. And use pictures and videos to communicate with them and get their attention.

3. Invest in Video Advertising

Video advertising implies the display of an online ad for a product or service in video format. These ads can appear on different online mediums such as Facebook, Youtube Ads, or any website.

Video ads have been around since the early days of TV. And they’re still as effective as they could ever be.

You don’t have to think long to figure out why that is.

Healthcare Digital Marketing - Video Advertising

Human attention spans are getting shorter.

Your patients are spending hours staring at a small screen every day. They prefer having someone deliver them information rather than them reading long blocks of text.

Creating high-quality videos might be the missing link in your healthcare marketing strategy.

And here’s why:

  • Videos attract more qualified leads and mobile users
  • Video ads get higher conversions and social shares
  • Engaging videos will improve your brand image and enhance customer trust

Once you launch your first few campaigns, start testing to see how your videos are performing. You can work on the tone, content, and duration — then adjust them to get the best results with your ads.

4. Geofencing Ads to Target Hyperlocal Patients

Geofence advertising is the display of location-based ads to a mobile device when it walks or leaves a certain radius. The ads come in the form of display or push notifications. And they notify users about special offers and important messages.

Healthcare Digital Marketing - Geofencing Advertising

This is a great advertising strategy for many reasons.

For instance, healthcare practitioners work most of the time with local prospects. So, they need to find effective ways to target local clientele.

Also, a geofence can be set up easily and for an affordable cost. But at the same time, it helps you target specific prospects based on their location.

You can use geofence advertising in a variety of ways, all of which can bring results to your practice. But it all depends on the healthcare practice and the location.

For example, a walk-in clinic can target local food stores to send reminders to customers about the importance of healthy diets, exercise, and regular check-ups.

5. Engage Patients with Native Advertising

Native ads match the natural form and function of the platform in which they appear. But, they come with a sign that tells users that the content they’ll consume is sponsored.

Native advertising is an excellent marketing solution for healthcare providers.

It gets more views and clicks compared to other types. And it’s often targeted that it drives quality prospects to your business.

Also, native ads are engaging and less tiring for prospects to consume — although potential leads might know they’re consuming an ad.

The most popular native ad examples include:

Social Media Dark Posts:

Dark posts are a type of “In feed” ads that look just like any other regular posts on the platform.

If you’re a regular social media user, you might have seen this on popular social media sites. You’ll also notice that they come with a small hint that the post is sponsored.

Search Result Listings

If you decide to advertise on popular search engines such as Google and Bing, your ad campaigns will be displayed at the top of search results — in the form of native ads.

Healthcare Digital Marketing - Native Advertising

This type of native ad drives better results due to their highly specific nature.

Content Recommendations

These are recommended articles related to a post the user is interested in. They usually appear next to or below the main content. And they drive online customers to click further and read more articles.

6. Increase Conversions with Retargeting Ads

Retargeting healthcare digital ads allows healthcare practitioners to reconnect with lost patient leads. And it works by placing a cookie into the browser of the user.

Once a visitor leaves, that cookie is going to follow them all over the web. It will notify your retargeting provider about what ads to serve and when.

Retargeting works great because it focuses on prospects that already know you.

Not every prospect leaving your website is a lost lead.

Sometimes it takes some thinking before making a decision. Other times the timing isn’t right.

So, if you focus on those who are familiar with your healthcare practice, you’ll see a much higher ROI compared to any other digital marketing strategy.

Wrapping Up – Healthcare Digital Advertising Tips for Medical Practice

Growing your practice might take some time and effort. But with the right digital healthcare advertising for your medical practice, you’ll have endless possibilities.

If you need help from our healthcare digital marketing agency just reach out and let us know!

Thanks for reading!

Last Updated: 10/30/20

Top Healthcare Marketing Trends for 2021

It is very important to stay up to date on the top healthcare marketing trends that are working in the medical space to grow healthcare organizations.

It can be tough to know which digital marketing trends in healthcare really do make the most growth difference and it can be frustrating because you can feel that by the time you implement one it is out of date.

That is why we have compiled a comprehensive list of the top digital healthcare marketing strategy trends that you need to focus on that we believe are here to stay for the next several years.

Table of Contents:

Reviews Are a Top Ranking Factor on Google

One of the newer marketing trends in healthcare is the growth of the role reviews and reputation are having in SERPs.

According to SearchEngineLand, “85 percent of consumers trust online reviews as much as personal recommendations.”

online reviews statistics for healthcare practices

On top of that, it only takes 1-6 reviews for a potential patient to form an opinion of your practice before ever book an appointment.

It used to seem like a foreign concept even 10 years ago for a patient to go online and research and find a practitioner-based of reviews and schedule an appointment, especially for a specialty physician.

However, we see it more and more every day with our clients that people are self-diagnosing, or even if they do receive a referral they do not just take their primary care doctors word for it.

They turn to online resources to read reviews and research the overall reputation of the practice and providers. Therefore it is critical to put a major emphasis on gaining control of the reputation management and review generation of the practice.

This is one of the healthcare marketing trends that appear here to stay until some kind of really major Google algorithm update that says otherwise.

Just take a look at the breakdown of local ranking factors based on research.

healthcare marketing trends 2020

As you can see from the pie chart, reviews are the third most important ranking factor in local SEO.

Therefore, they cannot be ignored. You need to start implementing a dedicated program to gather new reviews on Google, Facebook and healthcare-related sites.

Not to mention that Google’s algorithm can read the content of these reviews and pull related keywords out of the reviews for searches you want to rank for.

Take the screenshot below for an example.

healthcare marketing trends google reviews search result

You will notice the review mentions “knee replacement” which is a major boost for this provider when people are looking for knee replacement specialists in his geographical area.

Check out our HIPAA-compliant physician reputation management software.

Video is the Preferred Way to Consume Content

Video marketing arrived several years ago but has seen a slower adoption rate across the board by physician practices as a consistent part of their content marketing strategy.

A video is a powerful way of bringing potential patients “into the practice” and allowing them a peek behind the curtain to develop a know, like and trust relationship with the dentist before ever stepping foot in the practice.

Video is also a fantastic way to easily get the provider involved in the healthcare content marketing strategy consistently.

Think about it? Which is easier for an busy provider to pull off?

A. Writing a 1,500+ word long-form blog post. Estimated time: 2-4 hours

B. Film a 2-3 minute video on a smartphone. Estimated time: 10-15 minutes

If the process is streamlined video can be a much easier way to create content nearly every time.

Get a doctor in front of the camera and let them give advice on how to’s, educational pieces, FAQs, etc. then utilize social media platforms to broadcast it to your followers.

The best way to start coming up with topics it to have providers site down and write down common FAQs that patients ask them weekly or monthly related to specific procedures or treatments you offer.

I can guarantee that if you do that, you can come up with 6 months or more worth of video marketing topics.

If you do this you are beating out 90% of your competition in implementing this digital healthcare marketing trend.

Your Focus Should Be On Local SEO

Google’s algorithm changes nearly 500-600 times per year.

And with that, Google is becoming increasingly more focused on local SEO which is great news for practices that invest in proper medical SEO for their business.

In the past, if you did a query for a local provider you would get a lot of nationally focused materials on the first page.

However, in recent years, those search results are dominated by Google’s local “3 pack” right at the top and either practice listings or directory listings (Yelp, Healthgrades) after that.

This means that it is critical to creating a well-rounded local SEO for medical practices strategy to dominate local search for your keywords and outperform the competition which drives new patients to your website and generates new calls.

Google focuses on a few components for local SEO that matter most.

Those include:

  1. On Page SEO Optimization
  2. Google My Business
  3. Business Listings
  4. Backlinks

Check out this video on on page SEO strategies that you should be leveraging on your website pages.

Pro Tip: Making the Featured Snippets in Search Results

Google’s updates have made it to where you don’t even need to leave the platform to get a lot of your questions answered anymore with featured snippets.

local seo rich snippets

Zero Search is up for 2020, so does that mean website clicks are down?

Contrary to popular belief, you don’t need to be in the #1 spot to earn a featured snippet.

How do you get website clicks out of a featured snippet?

By offering more information.

Google shows 8 items in their featured snippets, by offering more than 8 points google puts a link to your page where people can learn more.

Micro Influencers Can Extend Your Social Media Reach

When it comes to social media marketing strategy it can be difficult to come up with a way to reach a new audience and drive high levels of engagement. Enter influencer marketing.

What is influencer marketing? Influencer marketing is the act of utilizing someone else’s sphere of influence to act as a brand ambassador to promote your products or services to their audience.

The key to successful influencer marketing it that the influencer’s audience you are utilizing lines up really well with your target demographic. It would be great to have Tony Robbins post a promotion for your new botox special because of his reach. However, that is not the right target market for aesthetics services.

His followers are engaged with him because of his self-help, entrepreneurial style things that he does. A botox special would fall on deaf ears and even goes as far as to confuse his audience.

However, finding a local influencer who followers align with your botox offer could garner thousands of new followers, inquiries and new visitors to your website.

Take the plastic surgery marketing example here. A local facial plastic surgeon was able to reach out and score Kim Zolciak Biermann (Real Housewives of Atlanta) to come in an receive Ultherapy treatment. My guess would be in exchange for a complementary treatment the share her honest experience with her follows.

The result? 18,425 likes and hundreds of comments on her page. I can guarantee you local women (target marketing) came in droves to the doctor’s Instagram page to learn more. It immediately gives street cred to the practice because “if it is good enough for Kim Zolciak it’s good enough for me”.

Being to integrate an influencer strategy into your healthcare marketing.

Content Marketing Fuels Organic Website Traffic

After a well-built medical website, the most important thing when it comes to ongoing SEO and website traffic generation is probably a content marketing program.

Many think content marketing equals blog posts. While long-form blog posts are a highly effective form of content marketing that is far from the only effective form of content a practice can create. In fact, there are 40+ forms of content and having a good mixture is the most effective.

Each form has its own benefits and levels of engagement so while you may want to choose video or blog posts as a main focal point of content production make sure to mix it up frequently to keep people engaged.

You may be thinking, “wouldn’t paid advertising drive more people to my website”? It seems like such a long and uphill battle to drive traffic by producing content.

A recent study by Kapost found that, per dollar, content marketing generated 3X more leads than PPC advertising.

Therefore, make the investment this year in a consistent and well-documented content marketing strategy.

The key here is to make sure you document your strategy so it becomes real life. In fact, only 32% of B2B content marketers have taken the time to sit down and actually document a strategy. Documentation has been proven to yield better results.

healthcare marketing trends content marketing atlanta
Image from NeilPatel.com

A properly structured and active blog on your website can generate 50% of more of your over organic site traffic on your website.

Check out this hyperbaric oxygen practice.

digital healthcare marketing trends content marketing

Their blog posts make up over 51% of their total organic website traffic.

This showcases the reason you need an active blog on your website.

Not convinced? Watch this video on how we more than doubled our site traffic updating old blog posts.

Social media is where your patients are active

Social media is now a given when it comes to digital healthcare marketing for a healthcare organization. Then why did I think it should make the list as a trend?

I think it has become not only a given but something that needs to be better utilized and made a more substantial focal point of healthcare marketing strategies.

While it is rare nowadays to find a practice without a Facebook page. We find it rare still to find a practice getting the most out of the platform and often end up feeling like it’s a waste of time and resources.

However, this is just because the proper content, time, and processes were not implemented to engage potential patients with the things they are looking for.

More than ever before patients are turning to social media to find recommendations to providers or do research prior to booking an appointment. With that said social media should be a gold mine to find new patients then. Right?

First, it starts with investing in the platforms that are the best fit for YOUR practice. You do not need to focus on everything. If you are going to be on the platform make sure it fits your target demographic and you can create the content that performs well for the social media platform.

healthcare marketing trends social media marketing

Secondly, using the tips above for content marketing create the best of the best, better than the rest content that your readers cannot help but digest.

Thirdly, distribute that content consistently across social media and utilize research to know when the best times to post to reach your audience are.

There are a few main tips when building a social media program you need to keep in mind:

  1. Be authentic.
  2. Bring people into your practice (i.e. show them what you do behind the scenes or in the OR)
  3. Leverage video as much as possible
  4. There are no shortcuts. It takes time, and it takes real engagement. You get out what you put in.
  5. Vary the messaging and follow the 80/20 rule. 80% focus on providing real health-related value. 20% focus on the “hard sell” or driving appointments or other actions
  6. Have fun and collaborate it is called “social” media for a reason

Claim and Unify Business Directories for Local Search

Doing a quick search result for “best internal medicine doctor in Atlanta” or “top orthopedic surgeons near me” is not going to return a set of local doctor’s offices. Instead, it will return a slew of listings and reviews websites.

Among them will more than likely be Google My Business, Healthgrades, Yelp, RateMDs.com, and more.

healthcare marketing trends business listings

What does this mean?

That you need to make sure you are claiming and unifying business listings for both your practice locations and your providers.

I see this healthcare marketing trend continuing to become the norm as Google looks to return review based listings as a top priority because it is how consumers want to make purchasing decisions.

The unique thing about the healthcare vertical is physicians can have Google My Business and listings as well.

provider google my business

Therefore you need to focus on both sets of listings.

Unified listing for doctors send ranking signals to your website and Google My Business which aid in increasing your localized search results.

Voice Search is Being Adopted By Patients

With the rapid growth of items like the iPhone’s Siri, Amazon Echo, Google Home and more the use of voice search is rapidly becoming one of the common search engine trends in healthcare marketing.

In a recent survey, 71% of the participants said they would prefer to utilize a voice assistant to search for something instead of typing in their search queries.

Voice search arrived years ago but has been mainly utilized on mobile devices. However, as in-home devices have exploded over the past 2 years it voice search has become a more integral part of how we interact with search engines.

This is especially true of the millennial generation and people under the age of 49 who say they utilize voice search 92% or more a few times a month.

Take into consideration that millennials now own the majority purchasing power in the US economy it is time to take notice that voice search has arrived.

voice search seo healthcare marketing graphic

According to ComScore, by 2020 nearly 50% of all searches will be voice search in nature. That is an insanely fast growth trajectory.

This means you need to start getting ready now for natural language style search SEO.

Voice search tends to be much more conversational.

For example, someone searching for Indian cuisine using text may search “Indian food near me” but someone using voice search will probably say “where is the best Indian restaurant near me?”.

The other thing you need to realize about voice search is the #1 search result is really all that matters currently.

So it is critical that you are optimizing your site pages to take the top spot because often times that is the only thing that will be feed back to you in a voice search query.

How do you handle SEO for Voice Search?

  1. Dive into long-tail keyword research and more important how Google defines search intent
  2. Write conversational style pieces that answer questions that your target patient would commonly ask when searching for a practice like yours

While I do not think it is time to go all in on optimizing for voice search, it does mean that as the shift occurs and adoption rates grow.

It becomes more and more important to rank in the #1 search spot.

Digital Advertising is More Targeted Than Ever

As data has become more available on Google Ads and Social Media Ads it has allowed healthcare marketers to become more hyperfocused in who they can advertise to.

From demographics to geofencing you can now hone in on the perfect patient type if your ads are done right.

Take for instance a client that we have in the women’s health and menopause care space.

facebook ads healthcare online marketing

We are leveraging social ads to drive new leads to the practice.

We have developed a menopause symptoms quiz and are taking their exact profile of females in a 15-20 mile radius around the practice.

The results have been amazing.

We have been able to drive in 200+ leads per month for under $2 a piece.

Because we know the audience is relevant and in a drivable distance from the practice. Powerful stuff.

Check out this article on Facebook Ads for Medical Practices.

Healthcare Marketing Trends Infographic

Healthcare Marketing Trends infographic

Digital Healthcare Marketing Trends Wrap Up

Digital healthcare marketing is an ever-evolving and changing industry and staying up on the latest trends is critical to developing effective strategies to grow your healthcare organization.

I hope you found these healthcare marketing trends insightful. Often times if you wait and react to a new trend it can be too little too late or you are left playing catch up to competitors.

Intrepy Healthcare Marketing offers a range of medical marketing services focused on growing medical practices and generate new, high revenue patients. Give us a call 678-250-4757 or fill out our contact form.

Clinical efficiency: chasing the unicorn

I remember once talking with a colleague who had transitioned out of the military.  He was previously excited about his new job opportunity, but a year later he tells me, “I hate civilian medicine.  I thought my clinical efficiency was great, but it’s not enough to keep up with everything.”

I was surprised because he had been excited for the opportunity to teach in a residency program again.  He said, “I love teaching, and I love the residents.  But, when I’m not teaching, they’ve got me seeing 30 patients a day!  How am I supposed to do that and get all of my other stuff done?”  

All too often, physicians are struggling at the end of each day to complete all of their tasks.  We have to hurry and dictate notes, answer phone calls, write prescription refills, and still get home to spend time with our family.  We get 15 minutes with each patient and feel like we have to shortchange the patient by rushing through their appointment.  The only way to get to spend time talking to patients is to be more efficient.

The top 9 hacks that revolutionized the clinical efficiency of my practice.  

1. Review charts and write notes ahead of time.

This is by far the most important clinical efficiency hack that I employ.  I spend time in the week prior to each clinic visit reviewing each patient’s chart, reading prior notes, and pre-writing my new notes.  

Based on the referral from their primary care physician, I know the patient’s chief complaint, so I write in all of the relevant details contained in the referring physician’s H&P.  I even pre-write a lot of my assessments and plans when I feel like I have a good enough understanding from my chart review to be able to do so.  

For example, my evaluation for hematochezia or uncomplicated GERD tends to follow a pretty standard approach.  So, I write my basic assessment and plan for evaluation and treatment in my note before seeing the patient.  Then I can tweak it as needed after my actual interview with the patient.  

By the time of the interview, 80-90% of each note is already done.  By prepping the chart beforehand, editing the note takes less than three minutes in most cases.  

I finish my note, print a copy for the patient’s procedure or to send to the referring doctor, and move on to the next patient.  At the end of the day, my notes are already written, so I answer phone calls or urgent emails and I’m ready to go home.

2. Master your EMR templates.

Most EMR systems have templates, “dot phrases,” macros, or other options to create shortcuts for inserting standard blocks of text or sections of the H&P.  This is especially helpful if you employ standard language for procedure consents or disease education.  It’s worth hundreds of hours per year to master your EMR.  Here are a few simple tricks to maximize your EMR’s value.

    • Take a day and get trained on using the EMR:  When I had our IT team train me, I didn’t realize how much I had not known about the program.  They showed me things I wouldn’t have even thought to ask about.  Something as simple as removing buttons from my dashboard that I would never use cut out a lot of wasted time.
    • Auto-coding: If you are personally responsible for your own coding, find out if the EMR has a feature that will automatically generate a code for you.  That saves you of time not having to come up with a code yourself. 
    • “Dot phrases”: Most EMR systems have a way for you to type a preset short word or phrase that converts automatically to a sizable block of text.  I do this for standard instructions on procedure preparation and disease education.  My EMR doesn’t have this built in, so I write my paragraphs on a Word document that I can scroll through.  Then, I can copy the relevant paragraphs and paste them in my note quickly.  

3. Learn to type fast or get good dictation software.  

Like it or not, the medical world is going paperless.  

Some of my colleagues are extremely slow typists, and it massively hampers their efficiency.  If you are a really slow typer (less than 30 words per minute), then you should consider buying a typing training program to increase your typing speed.  

This will take some time to see the effects.  However, it’s going to reduce your turnaround time between patients by as much as half the time.  If you can do that, then you can see more patients in a day or just spend more time with the ones you already see. 

4. Type as you talk.

This one took me some time to get comfortable with, but it’s incredibly valuable.  This won’t work unless you can type without looking at the keys or the screen.  That way, you can maintain eye contact with the patient.  

I rearranged the furniture in my clinic exam room so I can type on the computer and look directly at the patient at the same time.  I get my whole note typed and edited while we speak.  Then I only have to spend 1-2 minutes finishing the assessment and plan after they leave.  

You run the risk here of patients thinking you’re not listening.  Fortunately, I haven’t found this to be an issue as long as I’m looking at them and not my screen.

5. Have the patients arrive 20 minutes early.

If you tell someone their appointment is at 10:00AM and to arrive 20 minutes early, they’ll arrive at 9:58AM.  

If you instead tell them their appointment is at 9:40AM, they’ll arrive at 9:38AM.  Then, they can fill out whatever forms they need for the visit and get vital signs done quickly.  After that, they see your medical assistant or nurse to get any pre-visit work completed.  With that work done, they’ll be ready for you at 10:00AM as planned.  

6. Train your team members to be your gatekeepers.

You want to spend as much time as possible with patients.  So, ideally you should train your team to only bring you questions, tasks, or patient complaints once they’re ready for you to take a specific action on them.  If you’re spending time running down the issue, combing through the chart, or figuring out which pharmacy takes their insurance, you aren’t spending that time seeing patients.  

Also, set aside time for non-emergent clinical tasks to be done once or twice during the clinic day and do them all at once.  That way, you don’t derail your schedule for ten minutes at a time five times a day.   

7. Record videos of education for consents.

This is a relatively new concept, but I’ve observed that patients are comfortable with it.  If you do procedures on a regular basis, you can record a video of yourself doing the appropriate consent process, educating patients on the procedure, and answering commonly asked questions.  Patients can watch this video on YouTube, a DVD of your video, or an app that you create.  

Having patients do this on their own can reduce the staff time spent on this task by 90% or more.  For heavy procedure-based specialties like dermatology and ophthalmology, this can be a game-changer.  I first saw this as a resident in my ophthalmologist’s office when I got PRK, and I thought it was really great.

Make sure you have the video vetted so you know that it has all the relevant information a patient needs to know and that it passes the legal “sniff test.”   

8. Engage with “secret shoppers.” 

Hire several people to come in and be a patient for you.  They can go through the entire clinic process, experience what your other patients experience, and report your shortcomings.  You can probably find people in your community willing to do this for free, but there are also companies who can provide people to be your “secret shoppers.”  

9. Ask your staff for their opinions

Your staff observes things that you don’t observe.  Everyone has an opinion about how they’d do things differently.  So, ask them!  Not every idea will work, but some of them will, and other non-workable ideas may inspire variations that will succeed.  

Clinical efficiency: necessity is the mother of invention

Not only can you increase your clinical efficiency, but the reality of the medical business is that you can’t afford not to!  Physicians are constantly being pushed to see more and more patients, and reimbursement is increasingly being tied to productivity.  

These nine tips can greatly increase your clinical efficiency to allow you to be the productive, engaging physician you want to be.  I don’t believe you have to compromise patient care for efficiency. 

Take the next three months and start employing these hacks.  You’ll see amazing results – I guarantee it.  

Meet Brent Lacy MD

My name is Brent Lacey. I’m a gastroenterologist with a passion for financial management and career coaching. As a fellow physician, I understand how overwhelming it can be to step out of clinical training and into a career, and I have seen first hand the lack of education on how to run a practice and manage finances.

Through planning, hard work, and sacrifice, my wife and I were able to pay off all of our student loans before finishing fellowship, and we got a big head start on our retirement savings. Because we were debt-free, we were in a financial position for her to choose to stop working and stay home with our two amazing boys.

Most physicians enter their profession with large amounts of personal debt. Beyond that – they begin working with little to no knowledge of how to actually run a practice.

As a physician, I think you should be able to help your patients and do what you love without being stressed by all the other obligations that come with managing your medical practice.

That’s why I started “The Scope of Practice.” My goal is to help you gain the knowledge you need to run your business successfully and manage your personal finances with expertise.

Further reading

Healthcare Marketing Guide for 2021

Healthcare marketing has evolved and grown to be a sophisticated process of finding creative ways to engage with patients where they are on the patient care continuum.

Patients are more than ever interested in taking back their healthcare journey and educating themselves on what you do and how you do it.

That is why it is critical to developing an effective healthcare marketing system to reach and educate new and existing patients.

Why is Healthcare Marketing important?

The importance of marketing in the healthcare industry is to develop and execute marketing strategies geared toward engaging and educating patients on their healthcare journey through SEO, digital advertising, website, content marketing, and more.

The most effective marketing in healthcare is patient-centric, meaning it focuses on who the patient is, what information they care about, and building a know, like, and trust relationship.

The healthcare industry is always changing, and patient education and information are fastly becoming the forefront of focus.

The healthcare world is competitive, and as local competition grows and large hospital systems come into the mix, the more difficult it can be to stand out and promote your medical services.

Healthcare marketing allows you to increase your visibility from your competitors on local search engines and social media platforms.

Another reason why healthcare marketing is important is that an effective healthcare marketing strategy can provide the ability to reach potential patients and position you as a thought leader in your specialty. 

Benefits of Healthcare Marketing…

1. Will Increase the Patient Base of the Practice

That is what this is all about, right? Attracting and retaining patients and improve patient engagement. Effective healthcare marketing services should do just that.

2. Increase Local Physician Referrals to the Practice

Increasing the local reach of your brand should and will result in an increase in new patient referrals to the practice from other local primary care and specialty physicians.

3. Make Your Physicians Thought Leaders in Healthcare

Getting your physicians involved in the marketing initiatives through storytelling and video is a powerful way to allow them to develop thought leadership in their field of expertise.

This will make them a trusted advisor in the eyes of patients and increase the likelihood of a patient choose them over a local competitor.

4. Promote Important Medical Services

Healthcare marketing systems like social media marketing, website, healthcare content marketing, and digital advertising are fantastic tools to let physicians feature and promote their medical services and capabilities.

5. Enhance The Patient Experience at the Practice

Now with the use of healthcare marketing strategies, patients receive not only the top quality medical care but can have an overall fantastic experience, with the availability of continuing education resources, patient portals, reviews, and much more!

healthcare marketing reviews

Patients are also able to quickly and efficiently communicate with the medical practice and send and receive valuable information to their care.

6. Scale the Reach of The Healthcare Organization

Healthcare marketing has created new avenues to reach patients, share patient journeys, educate the public and patient base, and so much more.

Physicians can now reach the masses with patient education and feature themselves and their brand as an industry thought leaders. As more patients turn to online resources for healthcare, the more ability you have to capture new leads than ever before.

In addition to attracting new patients, healthcare marketing implements tracking and analytics. Tracking and analytics reports can give you a full 360-degree view on where your marketing efforts are most profitable and what you need to do moving forward to scale.

Top Healthcare Marketing Tips to Reach Patients

Now that we more closely understand the importance and benefits of healthcare marketing services, it is time to take a look at the most effective tips that you should be leveraging in your practice to reach and convert new patients.

Marketing in healthcare can seem overwhelming as to what to do and where to get started, which is why we laid out these tips with examples and case studies as well.

These are tested and proved healthcare marketing tips that we leverage with our clients day in and day out.

1. Local SEO Starts with Your Google My Business

A large part of any healthcare marketing strategy is super local by nature.

Why? Because patients are generally only willing to travel so far for patient care.

Therefore, it is critical to winning in your local search environment for whatever specialty or conditions you treat.

About 80% of patients do an online search before booking an appointment with a provider.

And when it comes to winning medical SEO searches, Google My Business is king.

What is a Google My Business listing, you may ask?

Google My Business is a free tool provided for physicians and businesses to manage their online presence for Google.

You run into it nearly every time you search, and it looks like the screenshot below.

google my business example healthcare marketing

When it comes to optimizing your Google My Business, there are a few things that matter the most.

  1. Make sure you pick the most accurate category possible (ex. Hand Surgeon in the photo above)
  2. Make sure to include where you are and what you are in the first sentence of your business description, i.e., John Smith MD is a hand surgeon in Phoenix, Arizona.
  3. Fill out all of your contact info completely

2. Your Reputation Matters, Invest in Patient Reviews

Reviews have quickly become one of the most critical components of healthcare marketing strategies.

This is for several different reasons.

healthcare marketing local seo pie chartThe top reason being is that consumerism has arrived in healthcare.

Meaning (whether we like it or not) patients shop for medical services and physicians similar to how they shop for products on Amazon, they do research, and they read reviews.

92.4% of consumers read online reviews. That is a staggering number. And reputation matters most in healthcare decisions or any other industry.

patient review chart healthcare marketing

In addition to that, one of the top local ranking factors for your Google My Business that we mentioned above is….reviews.

That’s right, now that you know how important Google My Business is to good marketing in healthcare, the best way to move yourself to the top of rankings is by generating positive reviews consistently.

The top recommendation for getting started is to find a good workflow to ask patients for reviews.

The easiest way to achieve success is to automate as much of the process as possible by leveraging reputation management for medical practices software.

3.  On-Page SEO Starts With Great Content

One of my favorite personal quotes that I tell to providers is, “If you want to rank for it, you need a page for it.”

In simplified terms, that means that if you want to show up high in local search rankings for your focus specialties and procedures, you need excellent, well-structured content on your website for it.

For example, say you are an orthopedic practice that wants to rank #1 in your local market for your Spine Surgery department.

We would recommend that you have an extremely in-depth page on spinal surgery on your website, complete with who, what, why, and common FAQs.

Just take a look at the screenshot below on a search for ‘knee surgery knoxville.’ The results speak volumes.

on page seo healthcare marketing

The #1 ranking SERP result is a client of ours with a super detailed treatment page about what they offer for Knee Surgery solutions.

Keep this simple rule in mind when thinking about your website’s role in your healthcare marketing plan that you need to make sure you have content as a top priority.

If you want some more specific tips about how to structure the content pages on your website to perform well in search results, check out the video below.

4. Digital Advertising is Extremely Targeted Now

Data has made paid digital advertising a powerful way to connect and drive new patient leads no matter what type of patient you seek or practice you are.

With so many options available to choose from Google Ads, Display Ads, Youtube Ads, Facebook Ads, Instagram Ads, Programmatic Ads, Native Ads, you should be able to get the right blend to reach your ideal patient.

Developing a great digital ads strategy as part of your health care marketing starts with excellent planning.

Answer questions like:

Who is my ideal patient? Create a patient profile on each of these

Where do they go online to spend time?

How much website traffic do I currently have for retargeting?

What assets do I have for advertising? Videos? Graphics?

These questions are essential to find out which platforms will be ideal for you to start advertising on.

For instance, we have a women’s health facility that offers menopause and bioidentical hormone replacement services.

online marketing for doctors advertising

Their primary target audience is women over 45 years old in a 20-mile radius of their location.

So we came up with a menopause quiz to get potential patients into an email automation sequence.

The results? Nearly 350 targeted new patient leads in the first 30 days!

5. Patient Email Address as Still Extremely Valuable

Email is still not only a viable but powerful marketing for healthcare tools that you should be leveraging.

Whether it’s new patient funnels, remarketing to existing patients, or disseminating critical information during times like COVID, email is a vital line of communication between you and your patients.

Investing resources into developing a healthy email marketing program will yield a steady stream of new and returning patients through for doors (physical or virtual).

A few great tips for growing your list include:

  1. Hosting a webinar
  2. Paid advertising funnels like quizzes and assessments
  3. Downloads and ebooks
  4. Exclusive subscriber content

6. Telemedicine and Online Appointment Book are a Must

Telemedicine and online appointment booking was nice to have as a healthcare marketing component before COVID.

Now, it is absolutely essential to doing business.

The problem is there is still a lot of confusion about getting started and getting patients using telemedicine.

First and foremost, you need to get emails out communicating to your existing patients about your process for telehealth (this goes back to why email is so important).

Then get landing pages on your website and announcements on social media regarding your telehealth solution.

When it comes to online booking, you need to have this option available and accessible on your website. It is expected from patients now.

On top of that, it is essential to track your paid advertising campaigns for new appointment bookings effectively.

7. Physicians Listings and Critical for Local SEO

Patients go about finding local practices, providers, and procedures in a few different ways.

They generally either search or practice types “dermatology practice near me.”

Or they search for procedures “mole removal near me.”

Or they search for a specific type of provider by name “dermatologist near me” or “john smith md.”

physician listings healthcare marketing

Winning this last search at the provider level is critical for marketing in healthcare.

SEO for doctors starts with making sure your provider’s Google My Business and other listings are correct, unified, and stay up to date.

Other listings are Healthgrades, Vitals, CareDash, etc.

Google leverages these other third-party platforms to match and verify against their search algorithm that your information is correct, and they can return your physician high in search rankings.

The problem is??? Physicians can be journeymen by nature.

Think about where you have been from residency, fellowship, first practice position, on and on.

Your listen could be all over the place and delivering lousy information to your patients and Google. A double whammy.

Get started by claiming and verify each of your physician’s top listings and make sure they are all “speaking the same language” in terms of contact information.

8. Analytics and Tracking are Key to Health care Marketing Success

Now that we have looked at several of the best health care marketing tips, it all comes down to one thing…

How do you know what is working and where the opportunities for improvement lie?

By keeping a close eye on your marketing analytics and making sure you are tracking campaigns accurately.

The best healthcare marketing is rooted in data.

To improve, you have to know what is working and be able to attribute success and failure accordingly to be continually improving.

This starts by investing in analytics.

You can start with the essentials like Google Analytics and Google Search Console, to name a few.

When you a ready to see if all in one place, then marketing analytics dashboards are right for you.

Here at Intrepy, we put the utmost importance on data visualization, and it’s why all of our clients get access to analytics dashboards at all times.

Wrapping Up the Best Healthcare Marketing Tips

Marketing for healthcare is an ever-changing world but has endless possibilities for healthcare professionals to reach the audience they need, grow their patient base, educate patients,  feature physicians, and scale their practice.

When beginning your healthcare marketing strategy, choose a partner that understands the space, and only focuses on marketing in healthcare. A healthcare marketing agency understands the patient experience and industry and can use tested and proven methods to get you where you want to be!

Updated: 07/20/2020

A Guide to Developing a Healthcare Marketing Strategy

This is the most in-depth healthcare marketing strategy guide on the internet.

All the components of this guide with help you crush your healthcare marketing goals in 2020 and generate new revenue.

Time to get at it.

Table of Contents:

What is Healthcare Marketing Strategy?

Healthcare marketing strategy involves leveraging a collective group of marketing channels both digitally and offline designed to specifically target new and existing patients for practices and hospital systems to improve patient care and generate growth and revenue.

In the last five years, the amount of healthcare marketing professionals and agencies specializing in marketing for medical practices has grown substantially.

Patients have become more sophisticated in how they utilize and integrate the internet into their daily lives.

As a result of constant advertising, patients have become somewhat “tone deaf” to the messages they receive.

They also want to feel that the marketing and advertising they do consume is extremely patient-centric.

Fortunately, more prospective patients are turning to the internet via search engines and social platforms to take their health into their own hands.

They are in search of finding information, practices, and hospitals to aid in their pursuit of optimal health.

80% of potential patients look online for health information about a specific medical problem or disease.

healthcare marketing strategy

So, what healthcare marketing strategies for medical practices are most effective?

Patients are active and engaged more than ever online, so that is why it is critical to put healthcare marketing strategies in place for 2020.

Where do you start putting together a medical marketing plan?

This will not be surface-level theory that says “create a Facebook profile,” but we will look at each component of a healthcare marketing strategy:

  • What tactics to use
  • Why they are effective
  • Real life case studies and examples
  • Instructions to get you started

When you finish reading this, you will be ready to hit the ground running and generate real growth in your practice.

Healthcare Marketing Techniques

This is a comprehensive list of the most critical marketing techniques in healthcare that medical practices alike need to include in their 2020 strategy.

I will address specific things that we do in our agency and are seeing in the world of healthcare marketing working extremely effectively to grow healthcare organizations.

Build a Website for Patient Experience

A healthcare practice’s website is one of the single most important digital healthcare marketing assets they have.

Think about it?

What other salespeople can be on the ball 24/7/365 selling and delivering content to potential patients whenever they need it?

Whether it is midnight and you are asleep or 3 pm in clinics your medical website is always hard at work for you showcasing relevant content.

Great medical website design puts the focus on user experience and providing clear and immediate value from the second a patient enters your website.

Explaining who you are and what you do.

medical website design home page example

Answering questions and delivering value to get them to convert.

Best Medical Website Design Tips

An Individual Page for Every MAJOR Service & Provider

This is a big one I see TOO often.

Healthcare websites that create a main services page list the services they offer and call it a day.

I can tell you for about 99.9% accuracy that you will never rank for service-specific keywords unless you create excellent, keyword rich, long-form content about each service.

Say we searched for a plastic surgeon in Atlanta that does breast augmentations.

A typical search for that would be “breast augmentation near me.”

medical website design tips search result

As you can see search positions 1, 3, and 8, which happen to be the only practice specific search results, are all service-specific pages.

These practices created in-depth healthcare content on a page entirely dedicated to breast augmentations not just adding it to a list on their services page.

Book Appointment & Chat Features

One of the sole purposes of healthcare marketing is getting a patient to book an appointment.

Once a patient has landed on the website you need to make sure you are not only providing them the information they need to convert but also make it extremely easy for them to book an appointment.

One of the best ways to skyrocket customer service, begin to build a relationship, and improve site conversions is by integrating chat functionality.

chat functionality healthcare marketing

Source

96% of patient complaints were related to none exam room factors, and the #1 complaint was communication.

Once you get a chat function set up on your website and have a front desk person task to manage the conversation the options are endless.

There is tons of conditional functionality that you can integrate such as specific intro questions based on what page they are visiting.

It can even serve as a great way to generate new email address collection by asking for an email if you are away to follow up later.

Integrate into your CRM and add those potential patients into a drip email campaign if they don’t schedule.

Great Chat Options:

1.    Lasso (HIPAA)

2.    MedChat (HIPAA)

3.    Ngage Live Chat (HIPAA)

4.    Intercom (Non-HIPAA)

5.    Olark (Non-HIPAA)

Mobile Responsive Website

It has become essential in 2020 for your website to be built for mobile devices.

mobile website traffic graph healthcare marketing agency

Mobile traffic owns about 50% of all website traffic now, and that is expected to continue to rise.

As of 2018, Google announced the rollout of mobile first indexing.

This means that the mobile version of your site is the priority that they index and serve in search.

Therefore, if your site is not responsive and built for mobile, it will become increasingly difficult for effective healthcare marketing strategy.

website responsiveness medical website

Focus on Increasing Local Search Rankings

An anchor of effective healthcare marketing strategies is excellent search engine optimization.

Medical search engine optimization can be a complex and complicated landscape, so I am going to take you through the steps of creating a great local SEO strategy for a healthcare organization.

seo ebook download intrepy

Medical Website SEO Checklist

To get started, check this video out on how to rank treatment pages highly in search results.

Website structure is a critical aspect of search engine optimization.

It is the foundation for all of the other local SEO initiatives, so it is critical to not ignore it.

The basis of any excellent web page or post is a focus keyword.

This is the main keyword that you are trying to rank a page or post for.

However, if you structure things correctly you for rank for many more long tail keywords.

#1 Include Your Focus Keyword in Specific Places on the Page

There are a few critical places to make sure your keyword is included to ensure the highest level of ranking impact.

In the Title Tag of the Page – Close to the Front

This may seem like a given but just placing your focus keyword in a title tag is not near as effective as positioning it as close to the front as possible.

medical seo title tag example

Place Keyword in URL & Keep URL Short

URL length plays a vital role in ranking a page.

A study of 1 million searches on Google showed that short URLs rank the best in search results.

medical seo urls ranking healthcare marketing

Answer Your Page Topic In Totality

What I mean by this is to rank for a completive keyword Google rewards the best content.

The average length of the #1 organic search result is 2,416 words.

That shows how much Google values authoritative and complete content pieces.

They want to ensure the #1 slot fully answers that person’s medical search query.

This is one of the biggest focuses you need to add to your healthcare marketing strategy in 2020. Improve and lengthen content.

google ranking for healthcare organization

Let’s go back to that search results for “breast augmentation near me.”

If you recall the first search result is below.

Take a look at their page here.

See how in-depth on the top they go?

They answer close to every common question a female patient could have about breast surgery.

That is great content.

A great way to get ideas for questions people are searching for is a free tool called Answer the Public.

Type in your page focus keyword in this case “breast augmentation” and voila!

Items in darker green are higher volume searches to target first.

seo tools healthcare marketing strategy

Content Marketing is Critical

An active healthcare content marketing arm of your overall healthcare marketing approach is the perfect ongoing SEO you need after you perfect your on-site SEO.

Check this video out on what thin content is and why it is killing the SEO for your healthcare marketing strategy.

This is where the rubber meets the road for building long term digital marketing success and growing organic website traffic.

Just take a look at one of our clients since we took over and implemented an effective content marketing strategy.

seo results medical marketing agency

They went from doing 3,109 page views in June of 2018 to over 7,467 page views in March of 2020!

That is a 140.17% increase in website traffic in 10 months!

healthcare marketing results intrepy

Invest in Keyword Research

It is imperative when any healthcare marketing strategy for medical practices that you start content marketing planning with keyword research.

A few great places to start that are FREE are…

Trusty Google Suggest

This couldn’t be easier.

Go to Google and start typing in the keyword you are planning content for, and Google will spit out popular topical suggestions.

Make sure to include some of those long-tail keywords in your content.

keyword research healthcare marketing

Google My Business is a Top Local Ranking Factor

Most practices and hospitals are incredibly familiar with Google My Business (GMB) at this point.

google my business local seo

If you are reading this and have not you need to go and claim or create your Google My Business for your medical practice right NOW.

Here are the step by step instructions to set up a Google My Business profile.

I will skip over that for now.

The biggest thing I want to focus on is making sure you complete your profile IN ENTIRETY.

Go under the info section and max out the relevant categories and fill out the rest of the areas.

info page google my business, and don’t forget to add pictures.

Pro Tip: For the business description make sure to mention your name, main focus keyword, and city in the first 150 words.

Reputation Management & Online Reviews

We brushed on the critical importance of online reviews in the trends section now we will get into how to generate new reviews for a practice.

Essential places to target new reviews on:

  1. Google My Business
  2. Facebook
  3. Real Self (if you do aesthetics)
  4. HealthGrades (for providers)

The best way to generate new reviews is by working it into your patient check out workflows via an email or SMS text message.

I recommend connecting with patients within 1-2 days of the patient visit so it is close to the point of service.

Often all you need to do is ask!

When polled 70% of patients said they would leave a review for a medical practice if they were asked.

If you are looking for a more automated approach look for an agency that provides reputation management for medical practices service.

review generation services healthcare

Luckily there are many affordable tools and options, and we recommend automating and involving text messages whenever possible. Text messages make it easier on the patient and are a faster way of generating reviews. SMS messaging has a 98% open rate!

Citation Building for SEO

Building new directory listings for a healthcare practice is known as citation building.

Standard listings sites are Yelp, Foursquare, Google My Business, and more.

citation building for medical practices

You want to focus on making sure the NAP (name, address, and phone) on your contact page gets added to as many local and national directories as possible.

This will help grow your ranking for your website as well as your GMB.

Some of these verifications will require a phone call to the practice to verify it is a working office with real people in it.

Start with the most recognizable pages as the backlink they create to your website is the most important.

Here is a massive list of 1,000+ local and niche citations by business category that will keep you busy for a while!

Backlink Building as a Focus of Your Healthcare Marketing Strategies

Backlinks are the jet fuel that powers any successful medical marketing campaign in 2020.

What is a backlink?

Backlinks are links from external websites and relevant content that link to a piece of content or page on your website.

backlink building healthcare marketing

Why do backlinks matter?

Backlinks are critical because they give Google an “upvote” that someone else on the internet has seconded this content as a reliable source of information.

It’s like having someone vouch for your website.

This helps build trust in SERPs for that content, and ultimate is a significant deciding factor in how the page will rank.

Therefore, once you create an excellent piece of content as part of your healthcare marketing strategy, you need to focus on building high-quality backlinks back to that piece.

Utilize Digital Advertising to Target New Patients

One of the top digital healthcare marketing strategies is leveraging paid advertising in the right way to reach highly targeted, local patients.

However, we see many practices blow through ad budgets with little to no ROI or even an effective way to know if the results were positive.

I have broken down a good rule of thumb for each of the popular digital advertising platforms and when to leverage them for your practice.

Search Engine Marketing

The two most popular SEM platforms for healthcare practices are Google Ads and Bing Ads.

What is fantastic about Google Ads is the level of search intent targeting you can do based on which keywords you are bidding on.

This will help determine how “purchase-ready” a potential patient may be.

A great example is an orthopedic practice that could bid on the term “knee replacement” which is theory is a great fit.

However, their budget could end up being spent on people looking to educate themselves on what a knee replacement is and not looking for a provider in their area to perform the procedure.

However, you could be better served bidding on “knee replacement surgeon Atlanta” which would highly correlate to a patient that is a very warm lead.

search engine marketing agency

Google Ads and Bing Ads are great for practices looking to target specific keywords for procedures or surgeries that they make a considerable margin on and able to spend some funds to acquire high dollar patients.

Social Media Advertising

One of the top healthcare marketing trends in 2021 is leveraging social media advertising to promote and grow medical practices.

There are so many options and platforms to leverage how do you know which are best?

Now that Facebook owns Instagram we find a combo of the two platforms, depending on your target marketing, is ideal.

The most effective types of digital advertising campaigns on social media are retargeting or “offer-based” ads.

Retargeting ads are when you drive traffic to your website via organic or paid search methods and then retarget those people with ads on social media.

This is effective because these ads are not cold outreach because the potential patient has already been to your website in search of information and maybe not ready to book an appointment.

Offer based ads leverage some offer or a free piece of material to provider savings or value to their patient in return for their information.

A great example is a dental practice offering new patients free X-rays with your teeth cleaning or a contest to win a free teeth whitening.

healthcare marketing dental facebook ad

Invest In Using Video to Connect With Patients

Video is the preferred method of how people consume information in 2020.

With a patient’s attention span now barely that of a goldfish around 8 seconds you need to capture and communicate quickly.

Video marketing is a highly effective healthcare marketing strategy to reach new patients.

video marketing healthcare marketing

The fantastic thing is creating video does not have to be as expensive or daunting as most healthcare organizations think it is.

We have tons of practices creating highly engaging and compelling video content and reaching new patients.

Youtube is the second largest search engine behind Google and can be much easier to rank for highly competitive keywords over Google search.

Above is a client that we got set up on Youtube to promote a new laser machine for skin resurfacing that they had purchased.

Invest in getting a high-quality intro and outro animated graphic that you can reuse on all your videos.

This will help add a touch of high quality to it without crushing your budget. Below is a recent example of one we created for a radiation oncologist.

Learn Youtube SEO

Once you have your video templates and have a content calendar created go about producing 3-5 videos per month including your providers and demos.

Videos show up in search results now so they can be a quick and effective way to rank well in organic search for highly competitive healthcare marketing keywords.

Pro Tip: Get your videos transcribed and put them up on the website with your Youtube version embedded,

This will allow you to benefit from the blog post style SEO and the video SEO when people watch the Youtube video on your website.

Here are more Youtube SEO Tips to watch before posting any videos.

Build an Engaged Community on Social Media

I am going to skip what social media is.

I know 99.9999% of practices and hospitals reading this post understand at some level the power and reach social media carries.

The problem is answering “is it really effective for healthcare marketing?” and “what platforms should I be on?

To answer the effectiveness question simply YES.

If done right social media is a highly effective way to reach new patients and create brand loyalty.

A great example is we have a medical spa client that was present on Facebook and Instagram when they approached us but severely underutilizing the platforms.

We revamped their strategy and focused on building engaged, local women that fit in their target demographic surrounding their 3 locations.

When we got started, their Instagram was two years old with around 200 followers.

Their Instagram was driving little to no real traffic to their website which is what is most important.

Generating leads via social media to the website or via messenger.

After 12 months of implementing a proactive and dynamic social media marketing strategy, they have grown to over 2,200 followers generating 100s of website visitors a month.

Check out the numbers below from Feb 2020 and the fantastic news is the followers by city graphic that shows the core of their followers are in the cities they have their locations in.

High quality, local traffic!

That is the power of social media. In just one isolated example.

What are the best social media platforms for healthcare practices?

There is value in each of the major platforms; however, we think there is a priority of platforms that are the best fit for medical practices.

  1. Facebook
  2. Instagram
  3. Youtube
  4. Twitter
  5. LinkedIn
  6. Pinterest

Facebook and Instagram are the two most critical social media platforms to include in a healthcare marketing strategy.

We created a handy optimal posting time infographic for you to reference.

best times post on social media infographic

Pro Tip: I recommend posting on Facebook 3X per week and Instagram daily with up to 2-3 posts per day if possible.

Track the Success of Your Marketing

Successfully tracking your healthcare marketing strategy implementation is critical.

Analytics and reporting should become a great healthcare marketer’s best friend.

It starts with making sure you are tracking your program effectively.

Some of the most important free platforms to make sure you have as non-negotiables are:

Google Search Console

This is a free tool provided by Google that allows you to track the search engine rankings of your medical practice website.

Not to mention it helps you catch errors that can pop up from time to time and cause search ranking issues on your website.

Google Analytics

This is a mainstay that every practice must have on their website.

To say it just tracks traffic to your website is a major disservice.

There is an extremely powerful analytics tool that can show you loads of valuable information about how patients behave on your website.

Google Tag Manager

A must for tracking not only Google Ads but many other tracking tools and software.

Facebook Pixel

Get it on your website. I have seen too many people go for years without embedding the Facebook pixel.

Then in walks a healthcare marketing agency and we are missing years of data that we could have leveraged to advertise and remarket to your patients.

Attribution is King

Attribution is powerful.

It shows you the journey that your patients are taking from the first conversion to what they are doing the rest of the time in the marketing funnel.

It is essential when we market for our clients because it allows us to show them not only what is driving the most leads, but ultimately what is converting patients into booked appointments.

Which is what really matters!

Finally, invest in marketing analytics dashboards.

I just scratched the surface on all of the tools and resources for executing and tracking your healthcare marketing strategy.

That means it can seem nearly impossible to pull all of those in a way that paints a picture as to what is working and where we need growth.

That is why we provide marketing analytics dashboards to every client that partners with us at Intrepy.

Because we see the immense value in seeing the bigger picture through data.

healthcare marketing analytics

Wrapping Up Creating a Healthcare Marketing Strategy

When putting together effective healthcare marketing strategies for your practice make sure to include the components outlined in this guide.

The core components include a well-designed medical website, local SEO, digital advertising, physician liaison marketing, and social media.

Remember to focus on the quality of the content you are making and focus on delivering REAL value to your patients.

If you do that, all you need to focus on is hiring for help on the technical execution.

I hope you found this in-depth healthcare marketing guide helpful and were able to glean some ideas to help improve your marketing strategy.

If you are struggling to get started feel free to reach out for a free consultation. We offer medical marketing services to healthcare organizations and practices.

Top Orthopedic Marketing Strategies for 2021

Like any business, an orthopedic practice needs a steady stream of leads to survive in a competitive healthcare market.  Steady leads are not required to generate revenue, but effective orthopedic marketing and orthopedic advertising strategies must be executed to convert them seamlessly.

Orthopedic marketing relates to creating patient-focused marketing strategies specifically for orthopedic doctors and practices to help them attract new patients and retain existing patients. That generally involves digital marketing including website design, medical SEO and paid advertising.

If you’re here, then you’re wondering how you can drive more leads to your practice with precise orthopedic marketing techniques. If so, then you’ve come to the right place.

This complete guide to marketing an orthopedic practice will put you on the right track to improve the performance of your practice and usher in a new wave of profitability.

Get Your Orthopedic Surgeons on Video

Video marketing has become extremely popular in recent years. Rightfully so, it’s an extraordinary way to reach unique audiences, build credibility, and naturally refine leads.

One of our top tips for marketing an orthopedic surgeon is getting them to focus on creating educational videos.

Just take a look at these lucrative video marketing statistics for businesses.

As you can see, there are numerous terrific benefits to video marketing and you can leverage the activity to convert more leads for your orthopedic practice.

In the field of healthcare, it can be difficult for people to trust physicians. After all, there is a rigid degree of trust that must be maintained before someone entrusts a doctor with their health.

By getting your orthopedic surgeons on video, you can help build trust in your orthopedic practice.

Videos that introduce your providers, provide important information to prospective patients, and answer frequently asked questions, can lead to increased brand trust.

Having prospects see the human side of your providers can make your practice more likely to retain quality leads.

Do not forget that Youtube is owned by Google and is the second largest search engine.

That can yield big benefits in search visibility if you follow the right process for Youtube SEO when uploading your videos.

Check out these simple tips to get the most reach out of each video.

If you are struggling to get started with topics just write down common questions that patients ask you week in and week out.

That will help you come up with dozens of content topics that you know patients are looking for the answers to.

Use Automated Appointment Reminders to Decrease No Shows

Every year, millions of people miss their doctor appointments. There are several reasons why this is, but the fact of the matter is that your practice literally can’t afford to bleed through new business.

To decrease no shows for your orthopedic practice, simply use automated appointment reminders. This orthopedic marketing hack, allows you to remind your patients about their scheduled appointment times – because let’s be honest – people naturally forget about things.

Although appointments are important from a health perspective, people may forget they have one, leading to potential health risks. Also, automated appointment reminders are instrumental from a sales standpoint.

If you notice that a person keeps missing appointments, you can follow-up with them to formulate a solution for their problem. Whatever the case is, automated appointment reminders can help you steer your patients to your practice on time and refine them accordingly.

Generate New Reviews for Locations & Providers

Online reviews can make or break your practice.

Don’t just take our word for it.

According to BrightLocal’s Local Consumer Review Survey, the following insights are true:

  • 86% of people read reviews of local businesses.
  • 80% of patients read reviews before booking appointments with practices
  • People typically read an average of 10 reviews before they feel ready to trust a local business.
  • 57% of people will never work with a local business that has less than 4 stars on Google, Facebook, or Yelp.
  • 91% of 18-34-year-olds trust online reviews as much as word-of-mouth recommendations.

As you can see, generating reviews for your locations and providers is extremely important to your status as a credible practice. The most effective way of generating new reviews for your orthopedic practice can be by simply asking your patients and their families to leave honest reviews on Google, Facebook, or Yelp.

The more reviews you receive, the more prospective patients will be able to trust you.

orthopedic seo reviews

We always recommend leveraging a review generation software to make adoption and adding into your existing workflows that much easier.

Check out our HIPAA compliant physician reputation management solution that to grow patient reviews.

Orthopedic Advertising with Google Ads

You’ve likely seen a Google ad conducting a personal search for a product or just by browsing some information. Make no mistake – Google ads are pivotal to orthopedic advertising. Therefore, if you don’t have a Google ad campaign for your practice, then it’s time to develop one.

Setting up a Google Ads campaign can help drive targeted keyword search engine traffic to your website. With the correct research and landing page optimization, it is possible to drive highly-qualified surgical and non-surgical leads to the practice.

orthopedic surgeon advertising

The advantage of Google Ads over social media ads can be the fact that the searcher already has a highly level of purchase intent because they are already on the search to some level for the solution that you provide.

You just need to ensure that you are striking the balance on your landing pages between a simple focus on conversion and proving enough content value to convert them.

Leverage On-Page SEO to Increase Organic Traffic

On-page search engine optimization (SEO) is the process of making your website ready to rank online. Here are the following areas of on-page SEO that mean the most to your web ranking:

  • Metadata – Including keywords in your URL, title tags, and meta description can help your website show up for relevant searches.
  • Images – Are your images correctly optimized? This can affect your site speed, which is a major factor in how long people will stay on your site and how search engines will rank it.
  • Keywords – Keywords are search terms people use to find information. Embedding keywords properly throughout your website will improve your overall SEO ranking.
  • Value – Do you have an FAQ section to answer your prospects’ questions? Is your site structured well from your navigation bar to your footer? The value of your website will be determined by search engines and play a large role in your web ranking.

The best way to gauge the viability of your medical search engine optimization performance is by performing a practice assessment of your website. An audit will provide you with diagnostic insights on the issues that exist on your website and how you can improve it.

Check out this video for more tips on SEO strategies for your website’s pages.

Promote the Orthopedic Practice Via Guest Posts & Podcasts

Another amazing orthopedic marketing strategy is leveraging content marketing. It is a proven method of establishing your business as an authority and growing organic search traffic.

This is also true for healthcare organizations. If you want to spread your expertise online, publishing a guest post or column on an authoritative website is a great way to start.

Prospects will be more comfortable to business with you if you have published thought articles on popular websites like WebMD and Science Daily.

Receiving a feature on a popular medical podcast is also an effective way of reaching a broad audience. 32% of the population in the U.S. listen to a podcast every month. It’s also a creative way of building your brand online.

Another major benefit to guest posting and podcasting is you gain a high-quality backlink out of it.

Google_Ranking_Factors_ orthopedic seo

Backlinks are if not the #1, the #2 search ranking factor for Google’s algorithm.

So they are critical to grow.

We even wrote an in-depth article on why doctors should start a podcast and how to do it that is worth checking out.

Unify & Manage Practice & Provider Listings

Your doctor listing is how your prospects will interact with your practice. Your listing contains important information that has to be 100% accurate. Otherwise, you could miss out on wide-open sales opportunities.

marketing for orthopedic surgeons seo

Often, when marketing orthopedic practices they make the mistake of having multiple listings that contain the same information. This can confuse prospects. Therefore, unify duplicate listings if any exist.

More importantly, you’ll need to manage your provider listings to ensure that your information is always correct.

Start with the most important provider listings sites like Healthgrades, Vitals, CareDash and RateMD.

This will help in ranking for searches like “knee replacement specialist near me” that are valuable keywords to rank #1 in local search.

Also, 89% of consumers read businesses’ responses to reviews. Keeping your listings accurate and properly managed can lead to fewer headaches and more success with drawing prospects from your online presence.

Learn more about our physician listings management process.

Leverage Geofencing for Orthopedic Advertising

You may think geofencing ads are something out of a sci-fi book. However, the concept is quite simple. Geofencing in orthopedic advertising is the process of using a virtual boundary around a specific region to deploy targeted ads inside of that geographical area.

Let’s explain that even further. With geofencing ads, you can send customized ads to prospects based on a predetermined area they enter. For example, if you’re an orthopedic doctor in Atlanta, you could choose to geofence CrossFit gyms or trampoline facilities because unfortunately people get injured in these places often.

Geofencing ads give users the ability to send laser targeted ads with high success rates.

This is a highly effective orthopedic surgeon advertising technique.

We have seen it used in great effect for the client mentioned above that has orthopedic urgent care locations by targeting sports fields, trampoline and play facilities, and more.

Invest in an Analytics Dashboard

Marketing is a numbers game. You won’t win if you make premature judgments about your strategy without the numbers to back it up.

Investing in an analytics dashboard will put all of the important metrics of your website right in front of you.

This way, it’s much easier to track the ROI of your orthopedic marketing campaigns and get more money from your marketing spend.

And you do not have your analytics spread across multiple websites like Google Analytics, Google My Business, lead forms, and more.

medical marketing strategies analytics dashboards

That is why we make it a point to ensure all of our clients have access to our marketing analytics dashboards so they can quickly make executive-level decisions about their orthopedic marketing program.

Wrapping up Orthopedic Marketing Strategies

There are several you can implement for orthopedic digital marketing, as evidenced above. To put a proven orthopedic marketing agency in your corner, connect to learn more about how we can help and check out our orthopedic case studies.

Why Doctors Should Start a Podcast

On a regular day, you see your patients, interact with your office staff, do mountains of paperwork, and go home to your family. That’s a great life, to be sure. But have you ever felt like you could be doing more – reaching more people, becoming a thought leader in your industry, and opening yourself up to new opportunities? There’s an easy way to do all of these and more – doctor podcasting or starting a podcast as a doctor.

The latest figures show that over half of Americans – about 144 million people – listen to podcasts. If you’ve ever wanted to reach more people without spending a massive amount of time and money, podcasts are the ticket.

In this podcast, we are joined by Dr. Ernesto to talk about Why Doctors should leverage the medium of podcasting, how to get started and why physician entrepreneurship is the answer to the current healthcare crisis.

You’ve heard of podcasts – what is a doctor podcast?

A podcast is, in its simplest form, an on-demand radio program that educates/entertains its audience. All sorts of people have podcasts – from entertainers to scientists to artists and yes, even doctors.

Listeners “tune in” to their favorite podcasts on demand, whenever they want. Remember the days when people would listen to episodes of their favorite “stories” on the radio? Like Ralphie listening to the Little Orphan Annie radio series in “A Christmas Story?” Podcasts work a lot like that, with podcasters releasing a new episode daily or weekly.

Benefits of doctors starting a podcast

You got into medicine because you wanted to help people. Starting a podcast is a great healthcare marketing strategy that can help you do that on a larger scale than you ever imagined. But the benefits don’t stop there – not by a long shot. Podcasts can also help you…

1. Establish yourself as a thought leader in your industry

Nothing establishes expertise like sharing knowledge with the public. When you make your own podcast, you can share your experience, knowledge and wisdom with a practically unlimited audience – patients, scientists, professors, and people inside and outside your speciality.

Aside from personal feeling of accomplishment and accolades from your colleagues, establishing yourself in your industry will also…

2. Open up new professional opportunities

Ever wanted to write a book? Speak at events? Starting a podcast gets your name out there for editors and event coordinators to take notice of. As you build your podcast following, you also build up your reputation. The bigger your following, the easier it is for decision-makers to hire you or publish your book because you’ve already got an audience built in.

3. Increase visibility for your practice and personal brand

Right now, you’re probably reaching local patients through Facebook ads, referrals, and Google searches. But when you open your reach up to the millions of Americans who listen to podcasts, new patients and partnerships can come from far and wide.

4. Build your network with interviews

Interviewing other experts within a topic space is popular podcast protocol. Having colleagues and industry leaders on your podcast is a great way to build relationships and expand your network outside of your normal connections. How exciting for you to be the hub of the wheel that drives fame and fortune for your colleagues!

5. Get out of the “grind”

The same thing, no matter how much you love it, gets old when you do it day after day. Taking on a new project like starting a podcast can give you a much-needed boost out of a looming rut. Who knows what kinds of hidden talents you have – Podcasting could be your next career!

How to start doctor podcasting

Starting a podcast is a lot easier than you probably think. Even if you’re not particularly tech savvy, it’s easy to learn.

Step 1 – Develop your concept

You have a wealth of knowledge, but you want to hone in on one area so potential listeners will have a clear idea of what they’ll learn before they tune in to your podcast.

Get as specific as you want, as long as you think you’ll have an ongoing stream of ideas to talk about. You don’t have to just share your medical knowledge. Think about all the things you do and see as a doctor – could you talk about them too?

When developing your podcast concept, it’s critical to pin down WHO you are talking to. Who is your audience – doctors, patients, practice administrators? Whichever audience you intend to target, make sure you’re speaking to them in a voice they’ll connect with.

Here are some of the popular medical podcasts from the medical world to inspire you when creating your own:

The Doctor Paradox – Covers the increasing levels of unhappiness in the medical profession.

Patient Convert Podcast – From the founders of Intrepy Healthcare Marketing, teaches your how to market your healthcare organization

Healthcare Happy Hour – Released once a week, this podcast focuses on current issues in healthcare.

Outcomes Rocket – Inspiring collaborative thinking to improve patient outcomes.

Step 2 – Name your podcast

As you can see from the links above, catchy names are a hit for podcasts! Something easy to say is also easy to remember …  and easy to tell your friends about. Don’t forget to use keywords in your podcast name that describe your podcast concept – words like “doctor,” “medical,” or “practice” – to help listeners find your podcast in a Google search.

Step 3 – Choose a podcast management platform

Once you’ve got these steps in place, it’s time to choose a podcast management platform to host your podcast. There are tons out there, and here’s a great article comparing the best podcast hosting. Your management platform will store the mp3 files of your podcast and create your podcast feed so people can find you.

Step 4 – Register with big platforms

Now that your podcast is created an hosted, you’ll want to register it with the big podcast platforms like Apple, Google Play, Spotify, Stitcher, and TuneIn. Having your podcast available on these platforms helps you reach the maximum about of listeners possible.

Step 5 – Get the right equipment

The great thing about making a medical podcast is that you don’t need a ton of equipment, just a computer and a microphone.

The quality of both, but especially your microphone, will greatly affect the quality of your podcast. It’s all about crisp, clear sound. If you don’t have that, people won’t listen.

Don’t use your computer’s built-in microphone. It’s not strong enough for what you’re trying to do. Instead, choose an external mic that plugs directly into your computer. Now is no time to be frugal. You get what you pay for with microphones. This article will walk you through some of the most popular podcast microphones on the planet right now.

You’ll also need to invest in audio recording and editing software, because we all say a lot more “uhhhs” and “hmmmms” than we think we do! Audacity and GarageBand are two of the most popular audio softwares for beginners because they’re relatively easy to use. If you don’t have time or don’t want to learn how to edit your podcasts, you can always hire an audio editor on a site like UpWork to do it for you.

Best ways to grow your podcast listeners

You already have so many places to promote your podcast. Embed a link to your podcast on your website, your personal bio page on your website, on your social media pages (both personal and professional), and write about your podcast in your practice’s blog. Push your podcast anywhere you can – the more listeners you have, the more success you’ll see from all your podcasting work.

Want to be on our Best Medical Podcasts list?

We always want to keep our clients up to speed on the Best Medical Podcasts they should be listening to, and we’d love to have you on that list! Once you get your podcast up and running, shoot us an email so we can check it out. You just might make the list!

10 Healthcare Online Marketing Techniques to Implement in Your Practice

Now more than ever, it is critical for providers and practices to realize the importance of healthcare online marketing.

Patients are turning to digital avenues to educate, engage, research and book appointments on things related to their health.

It is critical to not only make sure you are investing in the proper areas of growth but to ensure these marketing strategies are patient-centric.

The better you can personalize the marketing experience a patient has with your brand or practice the higher conversions, loyalty, engagement and success you will get from your marketing initiatives.

However, it can be tough for a healthcare organization to know where to get started with so many marketing strategies to consider.

What digital healthcare marketing strategies work?

Where should you spend the most time and effort?

In this article, we are going to layout 10 of the most effective healthcare-specific digital marketing techniques and tools that you need to be investing in.

Table of Contents:

Patient-Centric Practice Website Design

The design, performance, and content on your medical practice website are one of the single most important things to get right.

It is worth investing in a well designed and structured website that is built with patient engagement at its core.

Does it communicate your core values? Who you are? What makes you different?

Does your website make it easy for patients to book appointments and engage with you?

1. Is Your Website Built for Mobile?

Mobile responsiveness is an absolute must-have for any website.

healthcare online marketing website design

In 2019, mobile device usage share increased by another 10%, and in 2020 51% of all time spent online in the US is on a mobile device.

There is a free mobile-friendly testing tool that is provided by Google. Simply drop your URL in to see how your website fairs on mobile devices.

If your website doesn’t function as good if not better on mobile, we recommend address with either a design update or creating a new website built for mobile.

2. Is Your Website Load Fast Enough?

Website speed is not only an important ranking factor for SEO, but it can drive patients away from your website if it is too slow.

74% of mobile users will leave a website if it does not load in 5 seconds or less. Preferably you need to be at 3 seconds or less.

Luckily, speeding up your website is usually a reasonably easy fix.

Here are a few medical website tips you can leverage to start speeding up your website today.

  1. Check Your Website Speed with this free tool 
  2. Ensure your images are compressed and optimized. Here is a tool we leverage at the agency called ShortPixel.
  3. Use a caching tool on your website. Here is a free tool for WordPress websites.
  4. Make sure you are on a premium hosting service. We are Intrepy leverage WP Engine.
  5. Consider leveraging a CDN if you have a lot of images or videos hosted on your website

Your website is the 24/7/365 day a year salesperson that you never have to pay a commission to!

It should be a significant driver of new patients into your practice if you are willing to invest in a high-quality design.

The investment should return itself 10X over the lifetime of the website.

Make sure patients can schedule appointments, find information about all of your services, navigate the website easily, and educate themselves with resources and content.

SEO for doctors starts with data and research. SEO is a foundation of good healthcare online marketing.

There is no better tool than Google Search Console to understand the organic search health of your website.

The best thing? It’s FREE!

google search console

Google Search Console is a treasure trove of invaluable information related to the organic search status of your website, and it’s pages.

It shows you:

  • Errors or issues Google is having when crawling your website
  • Indexing status of all the pages on your website
  • Which search queries your website is ranking in the top 100 search results for
  • Which keywords and pages are driving the most traffic for any particular date range

Here is an example of a Google Search Console page performance report for one of our client’s Tennessee Orthopedic Clinics for the Orthopedic Urgent Care page on their website.

google search console performance

This screenshot shows the exact search queries and how much visibility and traffic they are driving to their Urgent Care page.

google search console queries report

Getting started with Google Search Console is pretty straightforward. Here is a guide that Google has created.

The big thing to keep in mind when setting it up is to make sure you submit your sitemap.

On-Page SEO Techniques

Now that we understand why your website is so essential when it comes to design and content, and we have talked about Google Search Console as it relates to medical SEO.

Let’s talk about the on-page SEO techniques or structure of your pages that matter the most to improve rankings and ensure great organic search success of the pages on your website.

I want to take a look again at the orthopedic urgent care page that we referenced above. Below is a screenshot of the keywords that are drawing the most search impressions.

medical seo healthcare online marketing

I, therefore, know that if we can get our client’s page to rank in the top 3 search results for many of these, we can drive 1,000s of website visitors per month.

Here are the most critical on-page ranking factors that you need to focus on:

1. Title Tag

The title tag is the title of the page that appears in blue in Google search results. It is one of the top 2 most important things.

A proper title tag will contain the focus keywords of that particular page as close to the front of the title tag as possible.

Going back to the orthopedic urgent care example, see the title tag that we have optimized for their page. As you see, ‘Orthopedic Urgent Care’ is at the front of the title tag because it is the most crucial keyword string in terms of search volume and page focus.

2. H Tags

H tags are the headers on the page. You want to ensure that you have one H1 tag only on each page, and the rest should be H2 – H4 tags depending on the importance they have on the page.

Check out the below screenshot of a section on the Quick Care Ortho page.

As you see, the purple title is an H2 tag and contains another relevant keyword we want to rank for ‘orthopedic walk-in clinics, which gets 340 searches every 28 days.

h tag on page seo example

3. Body Text & FAQs

Arguably the most important on-page SEO ranking factor is the content of the body text itself.

You generally want to make sure that you have at least 400-500 words on a treatment level page to make sure it contains enough relevant content to rank well.

Try and cover many of the common FAQs as body sections as you can related to what the treatment is, recover time, why you need it, etc.

Check this video out for more on-page SEO techniques that you can implement.

Properly Optimize Google My Business

As Google has shifted to a much more localized search experienced, we have seen the rise of Google My Business pages.

google my business local seo

Your Google My Business is one of the top local search ranking factors that matters the most to your practice’s local SEO.

medical seo ranking factors

What is unique about healthcare is that it is one of the only business verticals that you need to address the Google My Business for not just the practice but the provider as well. Medical doctors are allowed to have a Google My Business.

provider google my business

How to Optimize a Google My Business Profile

  1. Claim & Verify your profile with Google
  2. Complete the entirety of the profile. The more complete, the better results.
  3. Write a killer business description and include the main keyword + city in the first sentence of the description
    1. Ex. Dr. John Smith is an orthopedic spine surgeon in Dallas.
  4. Upload photos on a monthly or quarterly basis to keep things fresh
  5. Build new reviews on your page (more detail on this to come)

If you want more info, we have put together a step by step guide on what you need to do to optimize your Google My Business.

seo ebook download intrepy

Practice & Provider Business Listings

As you saw in the pie chart above, ‘Citations’ or Business Listings are a close tie for the 3rd most crucial local SEO factors.

Outside of your Google My Business, there are dozens of directories and reviews sites that you need to ensure your practice and providers are listed on.

More importantly than just being listed on them is ensuring that the information is verified, correct, and consistent across each profile.

Accuracy is critical not just for SEO, but it also ensures a patient is getting the same information every time.

There are three types of business listings that you need to focus on:

  1. High Domain Authority: Google My Business, Bing, Yelp, Facebook, Hotfrog, etc.
  2. Niche Listings: WebMD, Healthgrades, Vitals, RateMDs, CareDash, etc.
  3. Local Listings: Chamber of Commerce, Local Business Directories, etc.

The easiest way to do so is to leverage a Physician Listings Management service, so you do not have to manually claim 100s or 1000s or directories if you are a larger multi-location and multi-provider practice.

For instance, the service we provide to our clients allows us to maintain one master profile for each location or provider and unify all listings we manage.

business listings management software healthcare

This also makes onboarding new providers to the practice a breeze.

Commonly, providers have many errors in their portfolio of directories that could include hospitals or practices they have worked at in the past.

Many of these directories will create listings automatically for you, whether you know it or not.

Review Generation for Healthcare Online Marketing

Another critical healthcare online marketing strategy is review generation.

It only takes 1-6 online reviews for nearly 70% of potential patients to form an opinion about your practice.

Is that opinion negative or positive? That all depends on your reputation.

92% of consumers read and leverage online reviews when they are searching for a local business.

trust online reviews marketing

Check out the stats below. Between that and the stats above, if you are a surgeon, you can almost guarantee with certainty that 70% or more of your potential patients are reading reviews about you before considering booking an appointment.

online review seo

You have to prioritize putting a program in place to generate new, positive reviews online in a HIPAA-compliant manner.

Check out this podcast: Do Google Reviews Help SEO? 

As an example of the power that positive reviews can have on your search visibility, just check out the screenshot below.

reviews healthcare online marketing

We rebranded a 25-year-old primary care practice a few months back that had been leveraging the name of the founding provider for years, but they had grown to a multi-provider practice, so it was time to get branded.

As a result, we named the practice and set up a new Google My Business page.

In the second month, we started to focus on a review generation program leveraging our healthcare reputation management software.

They grew by nearly 30 reviews in the first month, and as a direct result, their listing’s visibility jumped by 208% month over month.

The best way to ensure program success is to leverage software that can directly integrate with your EMR system so you can automate the review request process after a patient check out occurs. This allows you to maintain the same checkout workflows are before.

We recommend focusing reviews on these top sites to start.

Which sites should Practices grow reviews on?

  1. Google My Business
  2. Facebook
  3. Industry Site if Applicable (ex. RealSelf)
  4. Yelp

Which sites should Physicians grow reviews on?

  1. Google My Business
  2. Healthgrades
  3. Vitals
  4. WebMD

Content Marketing & Storytelling

Content marketing and storytelling are powerful components of a successful healthcare online marketing program.

A properly optimized and active blog can and should drive 50% or more of the organic search traffic to your website.

content marketing healthcare online marketing

Check out the above spinal surgery practice. Currently, there are four blog posts in their top 10 organic traffic pages on their website.

They collectively drive 26% of all of the website’s organic traffic.

If they can continue to invest in better and better-performing blog content they could stand to 2X or 3X their organic website reach.

This is the power of content marketing. And content marketing is not necessarily only blog posts.

healthcare marketing trends content marketing

The best way to create impactful content that your patients cannot get enough of is to have a level of involvement from your providers or surgeons.

They may not have the time to write long-form blog posts, but they do have the time to strategize on ideas and create short videos of 1-2 minutes in length.

If you sit down for 30 minutes and write down the most common questions that you receive from patients on a daily, weekly, and monthly basis, I bet you could come up with nearly six months worth of blog and video topics.

And the best part is…you know that patients are already seeking these answers!

Another significant benefit to an active content marketing program for your overall healthcare online marketing is that the more blog posts and video content that you have, the better your social media platforms will perform.

Which, in turn, will drive more traffic and visibility to your website and brand.

Engaged Social Media Platforms

This is a perfect segway into creating an engaged community on your social media platforms.

social media marketing tips healthcare

All too often, medical practices have this mentality that all it takes is setting up a few social media profiles and postings links to their website, and engaged patients will just arrive.

This could not be further from the truth. It ain’t gonna happen. No way, no how. 

Patients have way too many options and distractions on social media, so if you are not providing real value and being authentic, you will be drowned out. 

The best content medium for engagement is video.

Long term, if you want to connect with your audience and refine your storytelling process, you have to do so with video, and your physicians need to by into the process.

If you do this, you are well on your way to growth compared to your competitors.

We practice what we preach here at Intrepy Healthcare Marketing, and it shows. Between our social platforms and our founders, we have a reach of nearly 100K followers and generate 10,000s of views and site traffic on our content weekly.

This is a video post our co-founder, Kelley Knott, put on her LinkedIn. It has already amassed 197 Likes, 80 Comments, and 2,342 views. No paid ads, all organic.

linkedin marketing healthcare

There are plenty of providers and practices crushing on social media, and you can too.

instagram for healthcare

There are a few main tips when building a social media program you need to keep in mind:

  1. Be authentic.
  2. Bring people into your practice (i.e. show them what you do behind the scenes or in the OR)
  3. Leverage video as much as possible
  4. There are no shortcuts. It takes time, and it takes real engagement. You get out what you put in.
  5. Vary the messaging and follow the 80/20 rule. 80% focus on providing real health-related value. 20% focus on the “hard sell” or driving appointments or other actions
  6. Have fun and collaborate it is called “social” media for a reason

These are the most important platforms to spend time on. We, however, always recommend focusing on becoming a master of one platform, and you can disseminate the content to the other platforms.

  1. Facebook
  2. Instagram
  3. Youtube
  4. LinkedIn

If you are looking for more social media resources check out this blog post on Instagram marketing for medical practices.

The Right Blend of Digital Advertising

Digital advertising in healthcare is a powerful way to hyper-target your demographic and geographical area. If leveraged properly, it can be a fantastic way to drive new patients and revenue to your practice.

However, you have to understand what works best on each platform.

Google Ads

Google Ads is an advertising platform where you bid on keywords and create ads to show to people who search for those specific keywords.

telemdicine advertising

Example of a psychiatric client. We are promoting the fact that they do virtual visits. 

Research is critical before jumping into any Google Ads campaigns.

You want to either alter your services pages that you are driving the ads to or creating specific landing pages to make sure it is easy for patients to fill out a form or call the office.

Additionally, you want to make sure you are not only tracking the form submissions but have call tracking active on your website so you do not miss out on lead-related call data.

Social Media Ads

Facebook and Instagram Ads are the most commonly utilized social media ads for healthcare organizations.

They are great for driving new leads and retargeting website traffic with social based ads.

The ads that work best on social media are value-based. They are not hard selling ads.

For instance, we have a women’s health practice that we run Facebook ads to grow their menopause treatments and initial evaluations.

While we are running “Book Now” style ads, we are also leveraging a menopause quiz that we developed that has delivered amazing results.

We have been able to generate 250+ quiz leads per month for around $2 per lead.

facebook ads healthcare online marketing

Then we get the leads that are not ready to book an appointment into an email nurture sequence and deliver some highly valuable content (that we talked about earlier in the content marketing section) to get them warmed up and ready to book an appointment over the next 30-90 days.

Check out this article on Facebook Ads Tips for Medical Practices.

Email Marketing Automation

Last but certainly not least is leveraging email marketing automation in your healthcare online marketing program.

As we just alluded to not ever lead, whether it is from organic search, paid ads, or social media is going to be ready to book an appointment.

In fact, on a good campaign, you may only get a 20-30% conversion on leads ready to walk through the door and see a provider.

That is why it is critical to get the other 70-80% into a personalized and segmented email nurture campaign.

As we say here at Intrepy: “Don’t Leave Your Leads Hanging. You paid for them, so convert them by nurturing them!”

email healthcare marketing automation

A good funnel example could be this.

Say you are an orthopedic practice looking to drum up more spinal surgery patients.

You could look at running ads for an interactive back symptom/back pain evaluation tool that asks the patient a series of questions.

At the end of the survey, they fill in their info and are asked if they would like to book an appointment to see a spinal specialist.

The portion that is not ready to do so would be added to an email nurture sequence where they would receive a series of 12 patient-centric, value-based emails focused on topics, content, and videos related to back pain.

In the middle and end of the sequence, we will insert a “hard ask” to schedule an appointment. If we get even 10-15% more patients through the door, that could increase the overall ROI of the advertising program substantially!

Wrapping Up: 10 Proven Healthcare Online Marketing Strategies

In closing, there are a few pieces of the digital marketing puzzle that are the most important to spend your time, focus, and money on.

When you get these components working together in harmony, they can produce amazing results for your organization.

If there is any way we can be of help, reach out and let us know! If you are not sure where to start, we offer a Free Practice Assessment that includes a 15-minute review call with a healthcare online marketing specialist.

Intrepy Healthcare Marketing is a medical focused marketing agency that develops patient-centric healthcare marketing programs for our partner organizations to help them grow and reach new patients. We provide medical website design, medical SEO, digital advertising, listings management, and review generation.

We also have a new service that we have developed since the rise of COVID called Telemedicine Marketing, where we can help your organization quickly onboard telemedicine and get the word out to patients quickly and efficiently.

Thank you for reading, and we hope you find these tips helpful in growing your practice or hospital.

Healthcare Marketing Ideas Clinics Needs to Implement ASAP

Marketing a medical practice can be an overwhelming undertaking. Even if you have found some success things are continually changing and evolving and it is easy for initiatives to become stagnant or ineffective.

Shaking it up or trying something new is always a great idea with any practice. Good marketers understand the value in regular A/B testing and innovative new ways to reach and engage with their patient base.

I whole heartily agree so I have compiled a list of the most effective and some slightly out of the box healthcare marketing ideas to try for your medical practice.

10 Creative Marketing Ideas for Healthcare Organizations

1. Perform a Medical Website SEO Audit

How can you decide on what medical SEO strategies you need to move forward if you don’t know what’s going on now?

Your website is the single most important digital asset to your business, especially when it comes to ranking highly in SERPs for keywords related to your practice specialty or geographical area.

With the 100s or 1000s of algorithm updates that Google releases annually, it is critical to check, recheck and continuously update your website content and site structure.

An SEO audit tool will identify any errors, weak points or areas of improvement on your website and provide a roadmap for your SEO for doctors plan.

What is your current medical website page speed scores?

Page speed and load times play an important role in page ranking and the overall SEO of your website.

Why? Because if some clicks on a search result for your website and the page takes too long to load so, the exit Google will start correlating that page as a bad result for a given query. It will then begin to drop its overall position in search results lowering your ranking position.

How many quality backlinks do you have pointing to your website? Are some of those now broken?

Backlinks are one of the more critical rankings signals for pages. Having high QUALITY (not significant quantity) backlinks to a page showing Google the page has “authority” and makes it more likely to be ranked higher in search results.

Broken links or toxic links can do the opposite and hurt your standings, so you need to pay attention to building quality backlinks and fixing any broken links along the way.

Using a tool like AHrefs or SEMRush will give you a detailed backlink audit report that is extremely useful.

Are you showing up for the right medical services and procedures?

Have you ever even run a report or started tracking where your pages are ranking for the keywords that matter most to your practice?

This is essential to tracking your local SEO efforts, and there are 100s of useful tools out there both paid and free to do so.

Start with Google Search Console the handy (and FREE!) Google webmaster tool that will show you where you rank for queries, impressions, click-through rate, and much more.

google search console local seo (1)

With this free tool alone you can track a world of useful information.

Do you need to restructure the pages on your website, so it’s easier for Google to crawl them?

Google relies almost 100% on bots to crawl the web and send signals back to their algorithm for ranking billions of websites. There is no way an army of people could manually check trillions of data points, so this is the only way to make it happen.

Therefore, your website needs to be set up to “speak” those bot’s language and make it as easy as possible for them to understand where things are, what content is more important, what your business is and does, and more.

Without that, you are leaving this up to chance and just crossing your fingers and hoping Google will make the right decision about what queries your pages need to show up in.

One of the most important things to do is:

Add schema mark up to the head of your website.
What is Schema markup? According to Neil Patel, “Schema markup is code (semantic vocabulary) that you put on your website to help the search engines return more informative results for users.”

Joel Hall created a nifty schema markup tool that can help you build it for your website without wading through code. Once you have created it, send to your web developer to add in the head of your website. You can then use Google Structured Data testing tool to check everything is in the proper place.

Does your medical website contain crawl errors, 404s, missing H tags, etc.?

These are all questions you need to know about your website. Having a comprehensive SEO audit of your medical practice website will give you a clear understanding of your current digital footprint and what marketing needs to be done to boost your Google rankings.

2. Using Instagram for Medical Practices

Instagram is one of the fastest growing social media platforms out there. 35% of adults are on Instagram with an astounding 64% between the ages of 18-29 and 40% the ages 30-49. Social media platforms are a massive contributor to online SEO for your medical practice.

Instagram is a visual platform that offers an excellent opportunity to connect with your audience differently and bring them into your practice without them ever stepping foot inside.

If you’re a physician in the aesthetics or cosmetic field Instagram can be a fantastic tool to generate new patients. Utilizing Instagram to share current and past patient before and after’s and successful aesthetic results can be great exposure for your practice and show off your advanced capabilities as a surgeon.

Instagram also utilizes a unique search and geo-targeting to help get you in front of your ideal patient demographic. Instagram can function as a marketing tool to put your physicians on display, show results, provide excellent ways to reach your target audience, promote specials and events, and boost SEO. It is crucial when implementing Instagram for your medical practice to keep it clean and consistent with your medical brand services.

A successful Instagram should have:

  • Proper business profile set up & completed bio
  • Posts should contain relative keywords and descriptions to your practice
  • Posts should be uniform and include the medical practice brand
  • Overall style and branding of a page should follow a given “theme”
  • Regular posting and interaction with the target demographic
  • Unique images to the medical practice – not just stock photos
  • Location-based keywords
  • Feature visuals of the practice medical services and procedures
  • Calls to action
  • Tracking & analytics to monitor calls, website clicks & direction requests

3. Create a Special or Promo and Send to Current & Past Patients

Go for the low hanging fruit! Retargeting past and current patients to promote services and procedures is an all too often overlooked healthcare marketing tactic.

Current and past patients are a great way to boost select services for the medical practice and increase high revenue procedures. Existing and previous patients have used your services before and may not know about the benefits of other procedures offered by the practice or may need a reminder.

Appeal to them and reward them by building patient loyalty with unique and exclusive promotions just for existing and past patients.

Often healthcare marketing promotions are focused on just bringing in new patients, but applying them to existing patients increases the value per patient and boosts sales as well as patient loyalty. When the practice marketing promotions focus on attracting new patients, they tend to be low commitment patients and low revenue procedures involving a longer sales cycle and more touch points to close.

New patient-focused promotions often discount low revenue and low commitment services which can attract patients that are clearance shopping and not likely to return for any full priced services or long-term commitment.

Promotions explicitly designed for current and past patients eliminate the long sales process and tend to be the higher revenue procedures and packages. Focusing marketing efforts on previous patients can be highly successful due to the fact they are your ideal target and have the confidence in your capabilities as a physician and are more likely to return.

4. Hold an Open House & Utilize Facebook Events to Promote

Expand your local healthcare network of potential patients, local physicians, and other healthcare referral sources. A great way to gain exposure for your medical practice and grow your healthcare network is to host an open house.

An open house can help you as the physician feature new services and procedures unique to your practice as well as make connections with local healthcare professionals and potential patients. An open house provides a personal marketing approach where the physician can meet with attendees in a relaxed environment and speak about their unique medical approach and benefits of the medical practices.

The key to running a successful open house is to get a large group of attendees by offering incentives for attendees and hors-d’oeuvres and drinks to make them comfortable. A great way to track and ensure a significant turn out for an open house is to market to consumers and businesses by utilizing Facebook to promote the event and get people to sign up.

In addition to connecting with the local healthcare network and promoting the practice, an open house can be an excellent opportunity to collect contact information of potential patients. You can use this contact information to retarget them in the future and stay in front of via email marketing.

Tips for an Open House:

  • Plan way ahead – give at least 6-8 weeks to promote the event
  • Timing Matters – Wednesday & Thursday nights 6-8pm tend to work best
  • Capture Contact Information – utilize a giveaway or “wish list” approach to get people to hand over their contact info
  • Live Demos – people like to see an interactive component especially if you offer aesthetics
  • Event Specific Pricing – a package or offer that will only be available during the open house to attract new patients
  • Partner with Someone – find a local business that serves a similar audience and allows them to join in on the event to cross-promote and increase the odds of a great turn out! It’s a win-win!

5. Create Videos that Feature your Physicians

Video content is quickly becoming the new source for the future of SEO.  Youtube is the second most popular social media platform behind Facebook and the second largest search engine behind Google.

This means video content can help your medical practice market to potential patients by providing credible information about the physicians and services. Establishing a Youtube channel to feature physicians, top medical conditions, and treatments can help boost your SEO and digital presence.

Making videos is easier than ever if you use video creation tools. Tools like this help amplify your reach and build brand awareness.

Check out the example below? Imagine being a rheumatology practice that leverages video marketing. Dr. Amy was able to generate 107K+ views just by expanding on the topic of the difference between Osteoarthritis vs. Rheumatoid Arthritis Symptoms. You can see people are eating up information on topics related to your area of practice.

healthcare marketing ideas video marketing example

When setting up a Youtube channel make sure you are uploading relevant and unique videos featuring your physicians. It’s essential to add your medical practice logo and branding template overlay on your videos to add that extra level of professionalism.

Do not forget Youtube is its own SEO universe! Take the time to add in the proper descriptions, tags, locations and more to make sure your are leveraging search and people are finding your videos.

Once you have established a medical Youtube channel for marketing utilize your website, email and social media platforms to distribute your content and grow a loyal following.

6. Guest Blogging Opportunities to Reach Your Audience

Spread the word! There are plenty of opportunities to reach people in your local area or target market by leveraging the audience someone else has already established.

Guest blogging is a fantastic healthcare content marketing strategy because it will grow brand recognition, reach new potential patients and establish yourself as an authority on a particular topic.

Doctors can look for guest blogging opportunities based on geography or parallel audience that they serve. Both can be an excellent win for the healthcare marketing initiatives of your practice.

Another big reason to leverage guest blogging is backlink building. Backlinking is now one of the single most critical components of growing SEO for your website. Every time a relevant website puts a high-quality link back to your website it gives your website authority or “juice” from a search engine optimization perspective.

Therefore, if you can create a solid piece of content that is featured on someone else’s website that points links back to your site is another step in the direction of winning local SEO.

A large portion of websites that contain blogs are always accepting and looking for guest contributions. All you need to do is reach out and pitch them on an idea via email or their website contact form and see what you get back in return.

They win by getting new, fresh content on their site and you win by gaining additional audience exposure and the benefit of new backlinks to your website.

7. Local SEO Citation Building

Localized SEO should be a significant focus of a practice’s innovative healthcare marketing strategy. Why? Because generally, patients will not drive (especially in urban markets with high competition and traffic) over 15-20 miles max to visit a practice location.

seo ebook download intrepy

Add that to the fact that Google is becoming increasingly more local searched focused. An easy way to see that is by searching on desktop and you will now see the Google “Local 3 Pack” is the first search results with the map above the other organic listings. That shows how crucial localized search has become.

Most practices know what Google My Business is but just in case you do not it is IMPERATIVE that you do. Your Google My Business listing is the listing you see in Google Maps and the “Local 3 Pack”. Below is an example of a Google My Business Listing.

google local 3 pack example

If you are not sure if you have one, before creating one go to Google Maps and do a quick search for your brand name or exact address. If you have been around for a few years chances are Google has already created a listing for you. If you find it, claim it by clicking “Own this business?” and follow the prompts.

If you have already claimed and updated your listing make sure you have completed all areas of the account including five categories, photos, business description and more.

Pro tip: For the business description ensure that location keywords are used in the first 1-2 sentences of the description. Example: if you own a dental practice in Austin, TX make sure “Austin dental practice”, “dental office in Austin” or some variation occurs right out of the gate to help Google in a proximity-based search.

Once you have updated for Google My Business listing your Local SEO strategy has just begun on a monthly basis. The next step is citation building. There are 100s or 1000s of directories that exist online. You need to be consistently checking, updating, verify and adding your practice NAP (name, business, phone) information to these monthly.

Start with the most important based on monthly search volume and domain authority (Yelp, Facebook, Healthgrades) and work your way down. These directories send ranking signals to your Google My Business and work together to improve your listing’s ranking for local searches.

8. Start Generating Reviews for SEO

Patient reviews can be a great way to promote visibility and credibility in your medical practice. 74% of adults in the U.S. go online and, of those, 80% look for health information online. 29% of internet users have searched online for information about a particular doctor or hospital.

customer reviews mobile

This means your patient reviews serve as a pivotal tool for attracting new patients searching for your medical practice online. Reviews can help build your patient base by boosting your credibility as a top medical provider in your community and increasing your visibility online compared to your competitors.

One of the top ranking signals for Google Local 3 pack on mobile devices is the number of reviews and the quality of those reviews. As a dentist, if you wish to show up above the competitor down the road focus on generating new patient reviews.

You want to make the patient reviews process as easy and painless as possible. You don’t want to overcomplicate the reviews process, so they don’t get distracted or are less inclined to leave a review about the doctor or practice. There are multiple platforms that Google indexes for patient reviews including popular sites like Yelp, Facebook, Google My Business, Healthgrades, and many more. Organize a physician reputation management process to streamline online reviews using these multiple platforms.

Some patients may be more comfortable leaving a Google review while others Facebook. No matter the case, all of these review platforms are beneficial to your practice’s online reputation and search results.

It’s essential to not only focus on one review platform for two reasons:

  • You could be missing out on a number of reviews because a patient may be more likely to leave a review on a different platform.
  • All review platforms contribute to overall medical SEO and reputation of your practice.

You are the best doctor in the biz, make sure your potential patients know it!

9. Digital Advertising to Attrach New, Local Patients

Digital advertising for medical practices has become an integral part of marketing and will continue to grow more vital as the search landscape changes and becomes more competitive.

digital advertising agency

In 2018 advertising platforms, such as Google Ads, have healthy levels of data on consumers offering specific ways to target the ideal audience profile based on age, income, sex, geographical area, interests, and even income level.

When creating your first PPC ad sit down and clearly define what the goal is in running your ads. Is it creating brand awareness in your immediate area? Great idea if people do not know you are around, you are new or offering a new product/services.

Is it to drive traffic to your website with the goal of having a patient take a particular action? Awesome, make sure you have the proper funnels set up to help patients make that decision once they click on that ad.

Maybe it’s to promote a new offer that patients can take advantage of. Either way, clearly define goals and expectations for what a win looks like.

Once you have your goals come up with an ad that grabs the patients attention, chances are your first Ad will not be perfect so test, retest and test some more. Test the ad copy. Test the primary ad graphic. Test the target audience. Great ads are continually tested and optimized.

Pro Tip: We run into many practices that are missing out on call tracking data. Make sure you are tracking call conversions along with the form conversions on your website! This is critical data that you are missing out on if you do not do so. There are some fantastic call tracking companies out there that integrate straight into Google Ads platform and your website. CallRail is one of our go tos.

10. Hire a Physician Liaison to Grow a Physician Referral Program

Physician referrals can be a substantial contributing factor to grow your patient base for your medical practice consistently.

An active physician outreach program can be the backbone of building a successful practice. A Physician liaison or physician relations manager can serve as your marketing representative to help grow your doctor referrals and increase practice revenue.

A Physician liaison will be the director of your outbound marketing program building strong relationships with referring physicians and practices by providing them with resources and information. As an extension of the practice a liaison can help you, the providing physician, extend your reach to local referring doctor offices and increase existing and new patient referrals.

They can also ensure your practice provides to referring doctors an extra resource and level of support and communication to make the patient referral process smooth sailing. A physician liaison will promote your medical practice, strengthen your physician referral relationships, and connect with your local healthcare network.

They provide huge value in giving you the physician a comprehensive marketing audit of the current status of the patient base and growth. Their knowledge of the local doctor referrals and referred procedures can help the practice focus on marketing efforts that have proven to be successful or help grow physician referral streams that may be weaker.

Responsibilities of a Physician Liaison:

  • Visiting referring physicians and practices
  • Building and maintaining strong doctor referral relationships
  • Connecting with local healthcare professionals in your community
  • Promoting the medical practice and its physicians
  • Informing referring physicians of procedures and treatments offered
  • Serving as a resource for information and communication
  • Increasing new patient referrals
  • Increasing existing patient referrals
  • Marketing director
  • Increasing high revenue procedures
  • Increasing overall practice revenue
  • Physician referral tracking and reporting

To ensure that your medical practice is implementing a physician liaison program that is successful you need to develop the program and track ROI properly.

Read this for tips on building a strong physician liaison program.

Healthcare Marketing Ideas Wrap Up

In conclusion, healthcare marketing offers numerous platforms and creative ways to grow your practice but make sure you are choosing the best fit. These are 10 marketing tips to help you grow your medical or dental practice and reach new patients. If you are looking for a healthcare marketing professional to help you implement these marketing initiatives, we would love to help! Give us a call 678-250-4757 or fill out our contact form.