The Complete Guide to Digital Marketing for Healthcare in 2024

In 2023, the digital health market value was estimated to reach $452.79 billion. This immense industry’s market size will be over $1,960 billion by 2030. The consumer revolution has changed how healthcare providers market their services. Potential clients expect advanced digital experiences. 

Consumers now have the power to choose the best healthcare experience, valuing high-quality healthcare services the most. Without good healthcare digital marketing, your efforts will go down the drain. A clear plan helps attract new patients, keep them loyal, and increase engagement and revenue. 

 

What Is Healthcare Digital Marketing?

Healthcare digital marketing involves the strategies that healthcare institutions use to reach patients and members effectively through digital channels. With digital marketing, health institutions can create a solid online presence where patients become educated, informed, and empowered, shifting from passive recipients to active partners in their health journey. 

Today’s healthcare consumer is very different from the past. Let’s look at the statistics:

• Around 77% of people search for information during their patient journey. 
• Health-related searches make up 5% of all daily Google searches. That’s roughly 300,000 searches every minute.
• Roughly 59% of adults use the internet for health information, with women doing so more often than men.
• Approximately 89% of college and 70% of high school graduates search for health information online. 70% of people influenced by online health information change their treatment decisions.

With easy internet access, patients can research on their own, becoming more specific about the services they want to receive. They can read physician reviews, check ratings, and join online forums to discuss their conditions with others with similar symptoms. 

Digital marketing in the healthcare industry boosts patient and physician engagement, retention, and in-network use. It offers greater precision in targeting specific patient demographics, measurable campaign performance, and cost-effectiveness than traditional marketing.

Many companies partner with healthcare marketing agencies to achieve their goals. For example, Stemwell Surge partnered with NetShopping to boost traffic and generate leads on digital platforms. The joint pain and aging-related treatment medical center aimed to raise brand awareness about its unique stem cell therapies. The challenge was to effectively communicate the benefits of their treatments to a diverse demographic, from young adults to seniors, primarily in the US.

To boost Stemwell’s market presence and patient engagement, NetShopping provided a flexible Marketing Subscription Service. Stemwell chose:

• Paid Ads
• Google Analytics
• Social Media Marketing
• Market Research

NetShopping’s strategies significantly boosted Stemwell’s digital presence, increasing brand awareness, patient engagement, and lead generation. Targeted ads, analytics, and social media marketing improved website traffic, social engagement, and patient interactions. These campaigns enhanced Stemwell’s visibility and reputation in personalized healthcare.

Why Healthcare Companies Need Digital Marketing

You can’t have a digital presence stuck in the past. Your practice needs healthcare digital marketing for the following reasons:

• Tap a Broader Audience

Today, most people go online first for healthcare solutions.

The International Telecommunication Union reports that 56% to 79% of users in the US seek health information online.

The convenience of the internet allows patients to read reviews, find communities with similar conditions, and get help anytime, anywhere.

Unlike print/TV ads, healthcare digital marketing can break geographic barriers, connecting you with patients worldwide. This is especially useful for specialized treatments, medical tourism, and providers in rural or underserved areas who can attract patients from afar.

Digital channels can help you reach potential patients and healthcare aspirants through targeted ads, SEO, and social media. For example, the Mayo Clinic has over 1.3 million Facebook followers, 387K on Instagram, and 47K on TikTok, showcasing how healthcare digital marketing can build a solid brand presence.

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• Set Your Business Apart

People searching for health-related providers online have almost endless options. In the US, there are 484,313 healthcare providers. To beat the competition, you must show why patients should choose you.

Digital marketing for healthcare can help you position yourself as an expert in your field. 

Did you know that there are 110 billion global views of health condition videos?

Successfully outsourcing healthcare medical marketing means you’ll have expert help to create high-quality, educational videos for YouTube and LinkedIn and short, engaging content for Instagram and TikTok. Working with a reputable agency ensures you’ll stand out against the competition with influential healthcare video marketing.

• Boost Long-Term Relationships

Healthcare online marketing has become more personalized. For example, you can set up a personalized mobile app that allows patients to book appointments, access records, and set reminders, saving time and building trust.

Additionally, sharing educational content, patient stories, and behind-the-scenes views humanizes your practice and fosters a community. Consistent engagement across digital platforms creates a loyal patient base and sustainable relationships rooted in trust and care.

• Improve Communication

Your practice can share relevant information on your healthcare website, email newsletters, and social media platforms. With digital marketing for medical practices, you can instantly answer questions, address concerns, and provide updates. 

The Centers for Disease Control and Prevention excels in communication through digital marketing. The CDC prioritizes high-standard communications in advertising its comprehensive campaigns to educate the public. 

The health institution combines social media with print media, radio, and TV to reach various demographics with science-based, actionable advice. The CDC ensures broad coverage and impact, demonstrating how strategic communication fosters a healthier society.

• Educate Patients

Did you know that heart failure patients who received education were 23% less likely to be readmitted to the hospital within a month than those who didn’t?

Through its transformative potential, patient education has become central in the heart care sector. 

As a provider, it’s your responsibility to provide factual and helpful information to patients and potential leads. You can do this with the help of an online healthcare marketing agency. They’ll find the right tone and approach for your articles, blog posts, videos, or social posts, ensuring your message is clear and compelling.

• Build a Strong Reputation

White coat syndrome is real, and many people fear even essential medical treatments. Healthcare digital marketing can help address these concerns.

Using digital tools like content and social media marketing to showcase your safety practices can reassure patients. Regular updates on your safety measures can build trust with both new and returning patients.

How Does Healthcare Digital Marketing Differ from Standard Digital Marketing?

There’s no question that healthcare marketing builds upon the core tenets of standard digital marketing. They both use online platforms for engagement and conversions. However, digital marketing in the medical industry has two distinct elements:

• The sensitive nature of health-related information and issues
• The need for a higher level of trust and compliance

As such, digital health marketing addresses unique challenges requiring a more nuanced approach, including:

• Trust-Building Efforts

Trust is imperative in healthcare, thus the value of doctor-patient confidentiality. Patients seek factual and reliable information to help them make smart decisions about their health and well-being.

A National Library of Medicine survey reported that 55.2% of participants use the internet to check online doctor reviews.

Through robust digital marketing for healthcare, you can build trust by emphasizing:

• Credibility: Showcase affiliations, certifications, and patient testimonials.
• Transparency: Clearly explain procedures, costs, and treatment options.
• Data Security: Highlight robust security measures to protect patient information.
• Direct User Communications

Healthcare businesses must address individual concerns, offer tailored advice, and make it easy for people to talk to healthcare professionals or healthcare representatives.

Unlike other fields where communication might be one-dimensional, healthcare relies on open dialogue. Interactive tools like symptom checkers help patients explain their issues and receive better guidance.

1. User-Generated Content

UGC in health marketing includes patient testimonials, reviews, and success stories. This works well in digital health marketing, as 92% of patients trust recommendations from friends and family more than any other advertising.

UGC can motivate new patients to book an appointment or try a treatment. For example, Healthgrades uses patient reviews to build credibility and influence potential patients’ decisions.

2. Convenience and Accessibility

Zocdoc data shows that two in three bookings are now made from mobile devices, and mobile users tend to book more appointments overall. Beyond easy mobile booking, a medical internet marketing agency can offer seamless appointment scheduling and virtual consultations, making healthcare more convenient for patients.

3. Personalization

Healthcare companies that use personalized content strategies see a 30% increase in patient retention and a 15% decrease in patient churn.

Personalization in healthcare marketing goes beyond addressing a healthcare issue. It involves tailoring health information and recommendations to each patient’s needs and preferences. This includes targeted content for different health concerns, email segmentation for customized updates, and personalized CTAs based on user behavior/interests.

Also, a working strategy is to launch personalized healthcare PPC campaigns with engaging text.

4. Regulatory Compliance

Regulations play a huge role in digital marketing as a whole. But in medical digital marketing, it’s non-negotiable. Digital marketing in healthcare faces unique challenges because the rules are stringent. 

FDA, for instance, has strict rules on marketing drugs and medical devices. Special considerations must be taken to properly market ad claims and testimonials to avoid legal actions and fines.

Key Trends in Healthcare Digital Marketing in Recent Years

Digital marketing trends in healthcare evolve rapidly. Here are four trends leading the way:

1. Social Proof

Healthcare consumers today are more discerning. They seek receipts. Social proof, such as expert endorsements, successful patient stories, and trusted certifications, “humanize” the business.

In healthcare, this proof does more than convince people; it helps them make healthier decisions and follow medical advice. When cautious searchers see regular people sharing positive experiences, they’re more likely to consider that healthcare provider.

PlushCare, a telemedicine platform, shares their users’ reviews on the main page of the website.

2. Omnichannel Marketing

Nothing’s quite as frustrating as jumping from a healthcare provider’s website to its social media page to its direct message to book an appointment. Digital marketing for hospitals, clinics, and other practices leverages omnichannel marketing to facilitate seamless operations. The approach boosts patient engagement and satisfaction as they receive current and relevant information on time and on their chosen platform.

3. Artificial intelligence

AI-driven apps can answer patient questions, assist in surgeries, and help develop new medicines. Improved machine learning algorithms, greater data access, cheaper hardware, and 5G have accelerated these changes. 

Example of an AI chat bot provider (Woebot Health Copilot)

AI can also identify mistakes in how patients take their medicine. For instance, a study in Nature Medicine found that up to 70% of patients don’t take insulin correctly. AI tools can monitor patients’ use of insulin pens or inhalers to catch these errors.

4. HIPAA Compliance

HIPAA isn’t necessarily a trend but a federal law. It governs health organizations for the privacy and security of patient data. HIPPA compliance is essential for providers and healthcare marketers, including properly presenting case studies, ongoing team training, and providing marketing communication options. For instance, a healthcare provider must offer a simple opt-out option, such as an unsubscribe link in emails or texting STOP for SMS.

Example of how to make unsubscribe option obvious in emails

Our 9-Step Guide to Healthcare Digital Marketing Strategy

Use the guide below to develop a complete and effective digital marketing strategy for your healthcare organization.

Step 1: Define Your Healthcare Digital Marketing Goals

Setting goals means mapping your journey to a successful healthcare digital marketing campaign. 

Identify Your Target Audience

Are you targeting patients? Caregivers? Medical centers? A solid healthcare campaign is wasted if not presented to the right audience. Be as specific as possible, for instance:

 

BROAD AUDIENCE	TARGETED AUDIENCE
Expectant Parents	Pregnant women aged 30 to 40 who have experienced pregnancy loss and want counseling
Health-Conscious Seniors	Active seniors aged 60+ interested in nutrition and exercise programs
Patients Looking for Cancer Care	Patients seeking a combination of conventional and alternative cancer treatments

 

When you have a more targeted audience, it’ll be easier to factor in elements in the campaign that target the right demographics, psychographics, and needs. 

Set Clear, Measurable Goals and KPIs

Outlining goals from the get-go means you always have the campaign’s foundation to return to. It also ensures everyone is on the same page and working on a common objective. The SMART approach helps you make your goals clear and reachable. Here’s an example:

You can monitor your SMART goals using Key Performance Indicators. Top KPIs for digital marketing in healthcare include:

 

CATEGORY	MEASURABLE METRICS
Essential KPIs	Patient Acquisition Cost, Patient Lifetime Value, Appointment Show Rate
Digital Marketing KPIs	Website Traffic, Social Media Engagement, Search Engine Ranking
Patient Experience and Satisfaction	Net Promoter Score, Patient Satisfaction Surveys, Online Reviews and Ratings
Operational Efficiency	Average Wait Time, No-Show and Cancellation Rates, Utilization Rates
Outreach and Community Engagement	Health Awareness, Partnership Development, Community Health Events

Step 2: Build a Responsive and User-Friendly Website

Well-designed websites attract visitors and provide them with seamless and supportive experiences. 

Focus on Mobile Optimization

Mobile search in healthcare is becoming the norm for people looking for medical treatment or advice. This was heightened during the pandemic and post-COVID-19. But even before that, Google and other search engines focused on mobile-first indexing. The top priority of web crawlers is to index the mobile version of a website rather than its desktop version. 

If your website isn’t mobile optimized, you won’t stand a chance in organic search rankings. Start by ensuring your mobile sites have functional contrast, text size, navigation, and images.

Enhance Site Speed and Performance

About 47% of consumers expect a website to load in two seconds or less; 40% would abandon the site if the loading time took longer than three seconds.

For mobile, every second delay results in decreased conversion:

You can test your website’s speed and performance using Google Search Console or a page speed insights tool. It tests your site’s mobile and desktop versions and quickly identifies whether it’s poor, needs improvement, or is good.

Ensure Web Accessibility

Various federal and state laws require businesses to have an accessible website. Communication online is included in the Americans with Disabilities Act. ADA ensures that people with disabilities can access and use websites conveniently. The Web Content Accessibility Guidelines lists core web accessibility principles, which state a website must be:

• Perceivable
• Operable
• Understandable
• Robust

An excellent example of this is Rest Assured, a healthcare brand specializing in telecare and remote support for seniors and people with disabilities. Rest Assured’s website is built to WCAG 2.2 AA level of accessibility compliance.

Step 3: Create a Content Marketing Strategy

A solid content marketing strategy can help you attract and engage more patients while establishing your brand as an expert. 

Evaluate Your Current Content

If you already have posted content, do an audit before starting a new one. Here are some guide questions for evaluating your current content:

• Is it still relevant to your business and your audience’s needs?
• Are the facts and figures still accurate?
• Is it easy enough to understand even with medical jargon?
• Does the content encourage readers to take action?
• Did it rank high on search engines for relevant keywords?

Develop High-Quality, Patient-Focused Content of Different Types

Successful content marketing in digital healthcare means producing diverse, high-quality content that meets users’ needs. You can create:

 

CONTENT TYPE	EXAMPLES
Blog Post	Health Tips, Treatment Updates, Case Studies
Video	Patient Testimonials, Doctor Q&A Sessions, Health Advice
Infographics	Lifestyle Changes, How-Tos, Symptoms Chart
Webinars	Interactive Q&As, Expert Insights

 

Healthdirect is an excellent example of a healthcare organization providing premier content. It features an infographic about flu versus cold symptoms. Its detailed article on hives is segmented by subtopic for easier reading. Its health topics are even categorized for effortless search.

Implement SEO Content Strategies

SEO would never go out of style. 

• Keyword Research

Identify relevant keywords using Google Keyword Planner to determine the keywords your potential leads are using. These can include specific key phrases like “how long is strep contagious,” which is the top-trending health question in 2023. It’s also important to focus on long-tail keywords that are more specified and less competitive, like “cardiologists specializing in heart conditions for infants.” 

• On-Page Optimization

Optimize SEO for titles and headers, meta descriptions, internal linking, and ALT TXT for images. Use the primary keywords so the search engines can easily know your topic. 

• Backlinks

Backlinking from credible medical sources like journals and health news sites optimizes SEO and solidifies your credibility. Partnering with other authoritative healthcare organizations to share links on each other’s sites expands your network in the community.

Everything you need to know about Healthcare SEO

Step 4: Enhance Local Business SEO

Nearly half of daily Google searches are local. You’re missing out on a valuable, high-intent audience if you don’t have a local SEO strategy. 

Optimize Your Google Business Profile

A Google Business Profile is a great way to improve your local SEO and attract new customers. People use it to find local business information quickly. Your Business Profile should be detailed and regularly updated to stay competitive. 

Businesses with relevant keywords, accurate locations, and critical details rank higher on Google. The search engine even shares what to put in your medical Business Profile, including:

• Practice name and location
• Contact info (website, phone)
• Hours of operation
• Company description
• Services offered
• Telemedicine and appointment links
• Accepted insurance and credit cards
• Photos
• Posts

A strong profile makes people 2.7 times more likely to trust your business and 70% more likely to visit.

Healthcare Google Business Profile Example

Optimize Your Website for Local Search

Searches including “near me now” have grown exponentially over the years. Even without “near me,” search engines use location data, allowing local SEO to stand out. Done right, local search shapes your patients’ online experience—from research to scheduling. Mention your city or region in your content, meta descriptions, and tags to optimize for local search.

Use long-tail phrases like “top-rated teen therapist in Buffalo, NY.”  Include a map and clear contact information on your website. 

Step 5: Engage Your Audience Through Social Media

Medical digital marketing strategies aren’t complete without social media initiatives.

Select the Right Platforms

Not all social platforms are created equally. Here’s how to optimize popular social media platforms using the correct medical content type to attract the right audience.

 

PLATFORM	IDEAL HEALTHCARE-RELATED CONTENT
Facebook	Educational content, health tips, event announcements, patient testimonials (with consent)
Instagram	Healthy recipes, exercise tips, visual health infographics, facility tours
X (Twitter)	Latest health news, short updates on healthcare policies, live tweeting during health-related events
LinkedIn	Industry articles, expert insights, professional achievements, peer networking
TikTok	Quick health tips, day-in-the-life of healthcare workers, fitness challenges

 

Here’s a recent tweet from the American Heart Association that engages, acknowledges heroic deeds, and provides CPR information.

Share Engaging Content

“Engaging” is the common denominator of social media posts that went viral. When you provide content that makes people think, laugh, wonder, or be excited, it’s easy enough for them to share it with others. However, if your post is lackluster, even if it’s rich in content, it’ll fail to capture the attention of healthcare consumers. 

Medinfluencer John BSN, RN, with 3.1 million Instagram followers, uses humor to raise healthcare awareness and shares the triumphs and struggles of being a nurse. He also hosts a podcast exploring the healthcare system with other experts.

@ghostmedical on TikTok creates and posts medical animation and VR surgery to explain complex medical procedures or concepts. With 1.2 million followers, their videos are fun to watch and easy to digest.

For health companies, besides informing followers about your services, you should always remind your readers or viewers not to self-diagnose. Instead, encourage them to book an appointment. This is important because potential patients might use your healthcare profile for information rather than seeking your services.

You might be interested: Social Media Marketing in Healthcare

Encourage Interaction

Keep up with your followers. Repost relevant content. Reply to comments even with just a heart. Conduct surveys and polls. Ask questions. For example, a post, “What’s your favorite way to stay healthy?” calls for responses and shares. Not only do you get more engagement, but you also build a community around your brand.

Step 6: Manage Your Online Reputation

Your online reputation can make or break your business. 

Monitor and Respond to Feedback

Regularly check client testimonials and feedback on Google, Yelp, Facebook, RateMDs, Healthgrades, and more. When you receive positive feedback, acknowledge and thank the reviewer. When you receive negative feedback, accept it and ask if you can do anything to fix the situation. 

Here are some response templates you can use:

Positive Reviews

“Dear [Patient Name], thank you for your review! Whether you need [specific service] again or any other healthcare support, we’re here for you.”

Negative Reviews

“Dear [Patient Name], we’re sorry your experience at [Practice Name] didn’t meet your expectations. We take concerns seriously, and [Name/Title] will reach out to address the issue.”

Here’s a real-life example of a review enhanced with additional details:

Maintain a Positive Online Presence

Reputation management is crucial in healthcare because people seek reliable and trustworthy institutions. Effective reputation management involves more than just handling bad reviews. To proactively build a positive online presence:

• Ask satisfied patients for reviews: This builds trust and credibility.
• Share patient success stories: Post success stories on social media with patient consent.
• Create valuable content: Share useful information through blog posts or social media.

Step 7: Use Email Marketing for Patient Communication and Retention

Emails with personalized subject lines have an open rate of 50% higher. 

Build and Segment Your Email List

First, collect email addresses at appointments and from your website. Get patients to sign up for social media opt-in forms. Offer incentives like free health tips, newsletters, or exclusive updates for members.

Once you have subscribers, segment them into groups like new patients, those with chronic conditions, or those interested in wellness tips. This helps you target your communication. It’s also vital to address recipients by name and tailor content to their health needs or interests, such as condition-specific health tips.

Another way to personalize your emails is with subject lines, like “Dr. Caleb’s Follow-Up on Your Recent Gastro Check-Up,” instead of a generic “Update from [Practice Name].”

Craft Personalized Email Campaigns

Here are some ways to personalize emails:

• Send emails with topics relevant to specific patient needs, like blood sugar management for diabetics.
• Personalize emails with care tips or appointment reminders based on their recent visit.
• Send customized health tips or messages on their birthday based on their age bracket.

Here’s a great email example from Headspace:

Headspace’s email works because it has an emotional appeal and intentional design. Using the reader’s full name creates a mental connection and encourages engagement. The yellow background and smiling sun icon convey warmth, positivity, and optimism, enhancing the email’s message.

Step 8: Ensure HIPAA Compliance and Patient Privacy

Patients’ trust and legal compliance are the core principles of ethical healthcare digital marketing. 

Provide Engaging, Gamified Training Modules for Staff

Consider using interactive, gamified modules to make training more engaging and fun. These tools use game features like points, levels, and leaderboards to explain privacy rules and increase knowledge retention.

Try these games on your next team HIPAA training:

• HIPAAtrek: Interactive sessions with quizzes and real-life scenarios.
• HIPAA Game by KnowBe4: Fun simulations and cases that make compliance easy to understand and remember.
• HIPAA Training by MedTrainer: Scenario-based learning with interactive modules and assessments.

Use Advanced Healthcare Analytics Platforms for a Comprehensive View of Data

Advanced healthcare analytics platforms offer detailed patient data while maintaining HIPAA compliance. They’re essential for secure data analysis, reporting, and decision-making. Platforms like HealthEC, Epic Systems, and Tableau can:

• De-identify patient data: Remove all personally identifiable information before analysis.
• Track and monitor data access: Record who accesses patient data to ensure only authorized personnel can view it.
• Identify security threats: Detect suspicious activity to prevent data breaches.

Step 9: Continuously Analyze and Optimize Your Marketing Efforts

Ineffective tracking defeats the purpose of your healthcare marketing campaign.

Utilize Analytics Tools

Analytical tools like Google Analytics and Mixpanel provide valuable insights beyond raw data:

• Identify high-performance channels: Find which channels generate the most patient leads or appointments.
• Understand audience behavior: Learn what content resonates with your target audience.
• Identifying Patient Acquisition Trends: Reveal how patients discover your practice, which enables you to focus on channels that deliver the best results.
• Predictive Analytics for Future Planning: Leverage patient data and healthcare trends to predict future needs, like preventive care campaigns. 
• Measure ROI: Track the effectiveness of your marketing spending.

Interpret Data Insights to Refine Your Strategy

Once there’s enough data, analyze it to make informed decisions by asking:

• What content gets the most engagement?
• Which healthcare digital marketing messages resonate with specific demographics?
• Are there low-performing channels that need adjustment?

Realign your strategy based on the answers:

• Double down on successful channels.
• Refine content based on audience preferences.
• A/B test different strategies for maximum ROI.

Conclusion

Digital marketing for medical practices is a constant hustle. To ensure your campaigns remain relevant, keep your pulse in the game, adapt, and strategize using hard facts and figures. 

NetShopping can help you with your healthcare marketing needs. We know healthcare is a different ballgame, so we provide unique solutions. We’ll customize all types of marketing, from web design to growth marketing to social media management, to suit your goals. We’ll handle the marketing for you so you can focus on patient care.