Mastering Healthcare Marketing

Healthcare marketing shapes the choices and lives of patients. Here’s how to do it right.

The choices we make about our well-being are heavily influenced by marketing. For healthcare brands, this carries a huge responsibility: it's not just about selling a product or service, it's about empowering people to take control of their health journey. Whether you're a hospital brand, a pharmaceutical company, a health insurer, a clinic manager, or an equipment manufacturer, leveraging healthcare marketing is instrumental in achieving these goals.

With over a decade of experience helping leading healthcare brands share their expertise, we’ve seen firsthand what makes some connect with their audience, increase their notoriety, and change lives.

What is healthcare marketing?

Healthcare marketing is the process of creating, communicating, and delivering health-related information and services to potential patients and healthcare consumers. This specialized form of marketing involves a range of strategies aimed at promoting services, products, and awareness of health issues to improve patient outcomes and accessibility. Effective healthcare marketing combines traditional marketing techniques with the unique needs of the healthcare industry, focusing on building trust, educating the public, and fostering a connection between healthcare providers and patients.

The goal of healthcare marketing is to attract new patients and retain existing ones by providing valuable and relevant information that enhances their overall health and well-being. This can include digital marketing strategies like search engine optimization (SEO), content marketing, social media engagement, and online advertising, as well as offline methods such as community events, direct mail, and print advertising. By employing these techniques, healthcare organizations can build their brand, increase patient engagement, and ultimately improve patient care by ensuring that individuals are well-informed and can easily access the healthcare services they need.

Why healthcare marketing matters

Healthcare marketing is an indispensable tool for providers aiming to connect with patients, enhance their brand presence, and drive business growth. Digital marketing strategies, in particular, have revolutionized the way healthcare organizations engage with their audiences, leveraging online platforms to reach potential patients more effectively.

By utilizing techniques such as search engine optimization (SEO), content marketing, social media engagement, and targeted advertising, healthcare providers can significantly increase website traffic, generate high-quality leads, and improve conversion rates. Here are some key benefits of healthcare marketing, supported by data from industry sources.

Increased website traffic and engagement

Digital marketing significantly boosts website traffic and engagement for healthcare providers. Effective SEO and content marketing strategies can increase patient acquisition by up to 30% and 60% of visitors click through to a healthcare website that provides relevant information.

Additionally, 81% of patients use online platforms and search engines to research healthcare providers before making an appointment, highlighting the critical role of digital presence in attracting and engaging patients.

Higher lead generation and conversion rates

Digital healthcare marketing is highly effective in generating leads and converting them into patients. Healthcare providers who engage in content marketing experience a conversion rate six times higher than those who do not. With the average cost for a healthcare lead now at $286, inbound marketing techniques, such as content creation and SEO, are of great importance in efficient lead generation.

Enhanced patient trust and brand awareness

Building trust and brand awareness is crucial in the healthcare sector. Effective marketing strategies, including personalized campaigns and active social media engagement, can lead to a 35% increase in referrals from existing patients and significantly improve patient retention rates. Furthermore, personalized marketing efforts result in a 20% increase in patient engagement, demonstrating the importance of tailored communication in fostering trust and loyalty.

These insights highlight the substantial benefits of digital healthcare marketing, from increasing website traffic and engagement to generating high-quality leads and enhancing patient trust.

“ Effective SEO and content marketing strategies can increase patient acquisition by up to 30% ”

By leveraging digital marketing strategies, healthcare providers can effectively reach and connect with their target audience, driving growth and improving patient outcomes.

Challenges in healthcare marketing

Healthcare marketing faces several unique challenges that stem from the need to balance credible content with effective digital strategies.

Maintaining credibility and accuracy

Around 70% of people have been exposed to medical or health-related misinformation – and half almost half are not confident in their ability to discriminate between true health information and misinformation. Producing high-quality, accurate content that meets the rigorous standards required for medical information while also being engaging and accessible is a huge challenge for healthcare brands.

What to do: Clear, accurate information written, or fact checked by experts helps build trust and counteract the negative impact of misinformation. This ensures the content is accurate and reliable, which is crucial for maintaining credibility and building trust with the audience.

Explaining complex topics in simple terms

Making complex medical topics understandable and engaging for a broad audience takes time and expertise. Medical writers must possess the ability to distill complex scientific and medical information into clear, simple language that is accessible to the general public.

What to do: Break down technical jargon and medical terminology to explain complex topics to a larger audience. Visual content, such as infographics, videos, and interactive elements, helps make complex information more digestible and engaging.

Data Interpretation

Interpreting and integrating various scientific details into a coherent message is something most healthcare brands struggle with. This involves interpreting research findings, clinical trial results, and medical trends, and presenting them in a way that is both accurate and accessible

What to do: design appealing visuals that combine medical knowledge and creative skills to ensure the content is both informative and visually appealing.

Measuring ROI

Unlike other industries, healthcare marketing is not just about attracting new patients but also about fostering long-term relationships. This involves continuous engagement, providing valuable information, and ensuring patient satisfaction to build loyalty and trust over time. Determining the effectiveness of marketing campaigns in the healthcare sector can be complex due to the long patient journey and the influence of multiple touchpoints.

What to do: Marketers need to employ advanced analytics to track and measure the impact of their efforts on patient acquisition, engagement, and retention.

Rapid technological advancements

Keeping up with the rapid pace of technological advancements and integrating them into marketing strategies is no small feat. The healthcare industry is continuously evolving with new technologies such as telemedicine, AI, and mobile health apps.

What to do: Marketers must stay informed about these advancements and incorporate them into their strategies to stay competitive. This requires ongoing education and adaptation to new tools and platforms.

Healthcare marketing: how to do it right

For over a decade, we have been helping healthcare brands effectively communicate their messages and build meaningful connections with their audiences. We have distilled our experience into a set of vital best practices that address the unique challenges of healthcare marketing. These practices are designed to enhance credibility, engage patients, and ensure compliance with industry regulations.

1. Tailor your message

Personalization is crucial in healthcare because everyone’s health needs are different. A one-size-fits-all approach is ineffective. Personalized marketing helps build trust and improve patient engagement by making each person feel seen and understood.

Example:

We worked with a leading healthcare brand with hundreds of clinics to segment their email marketing and app notifications. Instead of sending the same content to everyone, they now segment their email list based on factors like age, medical history, and past interactions. For instance, a young mother might receive tips on pediatric care, while a senior gets information on managing chronic conditions. The healthcare app sends personalized health tips and reminders based on the user’s activity and health data.

2. Educate your audience with compelling content

Most people use the internet to seek health or medical-related information. Providing high-quality, educational content can position your healthcare organization as a trusted resource, building credibility and fostering patient loyalty. Content marketing in healthcare involves creating and sharing valuable, relevant content to attract and engage your target audience.

Example: We recently helped a leading healthcare brand revamp their existing website into a content-first portal covering a range of health topics, from managing diabetes to understanding the benefits of regular exercise, mental health awareness, and chronic disease management.

3. Use video marketing to explain complex topics

Video marketing is especially powerful in healthcare because it can convey complex information in an easy-to-understand and digestible format. Videos can evoke emotion, build trust, and make a lasting impact on viewers. From patient testimonials to educational videos, the possibilities with video marketing are endless.

Example: In our work with Siemens Healthineers, we produced a compelling series of video testimonials titled the “Spotlight” project. These success stories highlighted the positive impact of Siemens’ services and equipment on doctors, patients, and technicians. By focusing on key areas such as imaging, laboratory diagnostics, healthcare IT, and customer services, the project showcased the extensive offerings of the brand. This approach effectively communicated the value and breadth of Siemens Healthineers’ solutions to a technically demanding audience, reinforcing the brand’s leadership and innovation in the healthcare industry.

4. Improve SEO for extra online visibility

SEO, or Search Engine Optimization, is the process of optimizing your website and online content to improve its visibility and ranking in search engine results. For example, when someone searches for “cardiologist near me” and finds your hospital’s website at the top of the search results, or when someone looks for information on managing diabetes and lands on your blog post, it significantly enhances your visibility.

Top health related keywords and their average search volume per month (US)

About 7% of all Google searches are health-related, with 70,000 health-related searches per minute. By optimizing your website for search, you can ensure that your healthcare organization appears prominently in search results, increasing your online visibility and attracting more patients.

Example: We helped a leading healthcare brand revise hundreds of pages on their website, including product and category pages, to include relevant keywords that users search for, thereby improving their ranking on search engines. As a result, organic website traffic grew by 32% in the next 12 months.

5. Build influencer partnerships

Influencer partnerships leverage the reach and credibility of influential individuals to promote healthcare products, services, and initiatives. These influencers, who often have large and engaged followings on social media platforms, can help healthcare organizations reach new audiences and build trust with their target demographic.

Example: We worked with fitness influencers to promote healthy living and wellness programs for one of our healthcare customers, raising awareness about a specific health condition and its treatment options.

6. Prioritize social media engagement

Social media platforms are essential for engaging with patients and disseminating health information quickly. Engaging with patients on social media can increase brand awareness, provide a platform for patient feedback, and foster a sense of community.

Example: We helped a healthcare provider develop a social media strategy that included regular posts on health tips, live Q&A sessions with medical professionals, and patient success stories, resulting in increased follower engagement and brand loyalty.

7. Implement marketing automation

Marketing automation helps streamline and optimize marketing efforts, ensuring timely and relevant communication with patients. Automation can improve efficiency, nurture leads, and personalize patient interactions.

Example: We implemented a marketing automation system for a healthcare client, which included automated email campaigns, appointment reminders, and personalized health tips, leading to a 451% increase in qualified leads.

8. Focus on patient reviews and testimonials

Patient reviews and testimonials are powerful tools for building trust and credibility. Potential patients often rely on reviews to make healthcare decisions.

Healthcare testimonial

Example: We developed a campaign to encourage satisfied patients to leave reviews and share their experiences, which significantly improved the client’s online reputation and attracted new patients.

9. Analyze and adapt using analytics

Data analytics allows healthcare marketers to track the effectiveness of their campaigns and make data-driven decisions. By analyzing patient interactions and marketing performance, providers can continuously improve their strategies.

Example: We assisted a major pharmaceutical company with a new product launch by using data analytics to monitor the campaign's performance. In the first three months, we identified the most effective content types and channels, adjusted the strategy accordingly, and maximized engagement and ROI.

Healthcare marketing case studies

These case studies highlight our ability to address unique challenges in healthcare marketing through tailored content strategies, expert consultation, and engaging formats, resulting in improved engagement and trust for our clients.

Gilead Sciences

Challenge: Gilead Sciences faced the challenge of communicating complex technical information about various diseases to a diverse audience. The intricate nature of these diseases required content that was both scientifically accurate and easily understandable by healthcare professionals and the general public.

Solution: We collaborated with Gilead Sciences to create a series of comprehensive blog posts that effectively communicated the technical aspects of different diseases. Our approach included:

Content Development: Writing detailed and informative blog posts that broke down complex medical terms into accessible language without compromising scientific accuracy.
Expert Consultation: Consulting with medical experts to ensure the accuracy and relevance of the information.
Visual Aids: Incorporating infographics and other visual aids to enhance understanding and engagement.

Results: The blog series helped demystify complex diseases, making the information accessible to a broader audience. It also increased readership and engagement on Gilead’s blog, with a significant uptick in page views and time spent on the site. Crucially, it received positive feedback from both healthcare professionals and patients, who found the content informative and easy to understand.

Future Healthcare

Challenge: Future Healthcare struggled to convey meaningful information to doctors and hospital managers. Their existing content did not effectively address the specific needs and concerns of these professional audiences.

Solution: We developed a tailored content strategy that included a series of blog posts and email marketing campaigns aimed at healthcare professionals. Our approach included:

Targeted Blog Posts: Writing blog posts that addressed key issues and trends in healthcare management, focusing on the interests and needs of doctors and hospital managers.
Email Marketing: Creating personalized email marketing campaigns to distribute this content directly to healthcare professionals, ensuring it reached the right audience.
Engagement Tools: Utilizing call-to-action buttons and links to drive traffic from emails to the blog posts and additional resources on Future Healthcare’s website.

Results: We saw a significant increase in website traffic from healthcare professionals and improved engagement metrics, including higher open and click-through rates for email campaigns.

Drª. Cegonha

Challenge: Dr. Cegonha, a leading portal on healthcare tips for new moms, needed to create reliable and engaging content that would be trusted by their audience. Ensuring the accuracy and credibility of the information was paramount.

Solution: We partnered with Dr. Cegonha to create high-quality content that was validated by medical professionals. Our approach included:

Content Creation: Developing a wide range of content, including articles, tips, and guides tailored for mothers.
Medical Validation: Collaborating with doctors to review and validate the content to ensure its accuracy and trustworthiness.
Engaging Formats: Using various formats, such as articles, Q&A sessions, and video content, to engage the audience.

Results: The project increased user engagement and time spent on the portal and received positive feedback from users who appreciated the reliable and helpful content.

Articulate, experts at healthcare marketing

In an era where credible health information competes for attention in the digital sphere, the role of effective marketing solutions cannot be overstated. Having a partner who knows the ins and outs of digital marketing can make all the difference.

At Articulate, we offer more than just promotional tactics; we are a strategic partner, bridging the gap between credible health content and digital marketing tools. With our special blend of medical expertise and marketing toolbox, we can ensure that credible content gets seen by the right people, with real impact. Wait no more and get in touch.

Mastering Healthcare Marketing: Our Guide from Over a Decade of Experience