Patients have so many options regarding the choice of healthcare services and providers.
And the only way healthcare practices can really stand out is by establishing a well-differentiated, memorable proposal alongside a unique website and marketing strategy adapted to the digital era.
Marketing plays an important role in helping medical and healthcare professionals create, communicate, and provide value to their target markets.
Modern marketers start with patients rather than services. This patient emphasis builds a sustainable relationship.
The benefits of implementing strategic medical practice marketing strategies are to:
- improve competitive advantage,
- increase visibility,
- create a solid reputation among patients,
- understand the needs and expectations of consumers,
- understand the patients’ perceptions of the quality and results of their experience.
Digital content helps build positive brand impressions.
The use of new digital marketing strategies is essential to maximizing the efficiency of marketing expenses and generate higher return rates. By applying innovative health marketing principles to reinvigorate the medical practice’s marketing initiatives, organizations will be better able to position their service offers to consumers.
Details matter when it comes to gaining patients from your healthcare website.
For healthcare providers, the use of informative blogs or articles published on your website and/or social media can be effective ways to stay relevant to patients. Infusing targeted keywords into the content can add a marketing boost.
Include actionable content on your website:
✓ Identify user motivations and goals.
✓ Put the most important information first.
✓ Describe the symptoms — just the basics.
✓ Stay positive. Include the benefits of taking action.
✓ Provide specific action steps.
✓ Write in plain language.
✓ Check content for accuracy.
Display Content Clearly on the Page
✓ Limit paragraph size. Use bullets and short lists.
✓ Use meaningful headings.
✓ Use a readable font that’s at least 18 pixels, 20 is even better.
✓ Use white space and avoid clutter.
✓ Keep the most important content above the fold — even on mobile.
✓ Use links effectively.
✓ Use color or underline to identify links.
✓ Use images that help people learn.
✓ Use appropriate contrast.
✓ Make your site accessible to people with disabilities.
✓ Make websites responsive.
✓ Design mobile content to meet mobile users’ needs.
Organize Content and Simplify Navigation
✓ Create a simple and engaging homepage.
✓ Label and organize content with your users in mind.
✓ Give buttons meaningful labels.
✓ Make clickable elements recognizable.
✓ Provide easy access to home and menu pages.
✓ Include a simple search function.
✓ Display search results clearly.
Engage Users
✓ Share information through multimedia.
✓ Design intuitive interactive graphics and tools.
✓ Provide tailored information using Chatbots.
✓ Create user-friendly, HIPAA compliant intake forms.
✓ Consider social media sharing options.
A mobile-friendly website is paramount!
The way consumers use the internet to find medical and healthcare providers has evolved in favor of smart devices.
With more than 80% of the patients who frequently use smartphones, to either identify or interact with physicians, it is essential to develop marketing initiatives to better fit the era we live in. As Google reconfigures its search algorithms to favor mobile-friendly websites, now it is the right time to rethink digital ads.
Keep Your Website Patient-Centric
Besides making sure your healthcare or medical practice website is ADA and HIPAA complient, patient privacy and expectations should always come first.
If any of these things are missing from your website, it’s time to re-evaluate your design.
We can help you reach your digital marketing goals. Read more about our medical practice web design services and important features we include.
Stacy Layman
Director, Marketing and Creative Services
Jacksonville, Florida