Healthcare patients have more options than ever before. With so much information available online, these patients no longer feel the need to visit the closest hospital, a medical practice closest to their location, or even healthcare practices with multiple locations in the community. That’s why it’s so important to have a planned, budgeted healthcare marketing plan to reach new and returning patients in your area at the best moment. Healthcare Marketing, even if you’re happy with your current patient volumes, can’t happen without a planned medical marketing strategy to keep your healthcare brand at the forefront of people’s minds. Think of all the reasons someone might decide to switch healthcare providers: changes in the type of healthcare insurance, relocation, dissatisfaction with wait times, or just one negative experience. You are not guaranteed to keep up your patient volumes forever. Planning Your Healthcare Marketing Strategies Doctors tell patients all the time that prevention is better than cure. It’s better to have a marketing strategy in place now than to wait until you find out your patient marketing CRM (Customer Relationship Management) database is nearly empty. A Healthcare marketing strategy is an investment for doctors, healthcare networks, and healthcare marketing professionals. You may have to hire outside help and plan for a larger budget than you have in the past. But in the end, it’s worth it for that peace of mind–and to see your patient volume grow faster than ever before! To help you along, we provided our top 15 items to include with any well-planned healthcare marketing strategy. 1. Use consistent healthcare branding You might feel confident your expertise sets you apart from other healthcare providers, doctor practices or hospitals. But let’s face it–to a patient, one white coat looks just like the next. You need to figure out what your brand is all about. What’s unique about your healthcare network, hospital or medical practice? Is it the way you treat patients? Your family-friendly office? There is at least one thing that makes your medical teams unique, and that’s what helps patients remember your healthcare organization’s name. It may take time to figure out what works for your brand. But eventually, your healthcare marketing strategy comes together smoothly because you learn how best to represent your brand with any marketing materials. 2. Evaluate the online patient experience A decade ago, simply having a website was enough to impress prospective patients and help them find your healthcare brand identity. But now, a website is healthcare’s new front door. It’s the first thing patients often see, and if it’s not optimized for user experience, it may also be the last time a person considers your hospital or practice. Put yourself in a patient’s shoes. If someone were to land on any page of your site, would they know your location, or your medical practices ‘multiple locations, and primary services in about 5-10 seconds? Would they be able to contact the right person quickly? Do the imagery and wording represent your healthcare clinic’s, or practice’s average patient? User experience is an important consideration in website design. But sometimes, designers are so focused on making the website look good, they forget to focus on the patient experience. We often find that websites need to be completely redone. However, it might help to make small changes, like positioning the “Contact Us” form higher up on the page. 3. Build a responsive healthcare website A responsive website is one that automatically adjusts to the size of a screen, so the experience is the same whether the site is accessed on a computer, tablet, your phone, or any mobile device. Google cares about the user experience, and it will prioritize competitors who have a site optimized for mobile. In general, responsive sites work best for the mobile digital healthcare experience. But even if you currently have a responsive site, you should check that the content and imagery continues to load properly on mobile devices. 4. Test site speeds Marketers who study user behaviors online have proven that patients today are less willing to put up with slow loading times than ever before. It only takes 5 seconds to lose a prospective patient who decides to navigate elsewhere thanks to your slow site. In fact, it’s another user experience issue that may cause your medical or healthcare website to fall in the search engine results. You can test your site speed at Google’s PageSpeed Insights here. If load times are slow, speak to your web developer about ways to speed it up. And, another healthcare marketing tip, to remember — check the site speeds of your competitors, within your “healthcare neighborhood”, or within you medical services niche. 5. Optimize for prospective patients search engine results Search engine optimization is a powerful tool for getting your medical practice or hospital network to the top of the search engines. However, it’s a lot more complex than most marketing professionals realize. You cannot simply use the term “healthcare practice” 100 times throughout your website and hope to rank #1 on Google among doctors providing healthcare services in your area. A large part of SEO involves using the right optimal phrases and keywords so that Google can understand your healthcare organization websites and be sure you rank for the proper, relevant and pertinent healthcare-related search terms (e.g., medical conditions, healthcare professional treatment of any type). But it also means using those terms naturally throughout your content, as Google cares about readability first and foremost. And this is only the beginning of healthcare marketing best practices for SEO, which also include: 6. Utilize PPC and display ads for Healthcare Marketing Pay-per-click advertisements appear first in search results. Search engine optimization is an organic way to make a practice or hospital more visible online. However, even if your site ranks number one for a search term like “dentist in Tulsa,” there are still 3 or 4 paid advertisements above that number one search that people will see first. These are pay-per-click advertisements, paid advertisements that are laser-targeted to appear first for a set of search terms. With pay-per-click advertising (also known as PPC or paid search), you can manage your budget and decide what you’d be willing to spend to keep your site visible at the top of the search engines. Your return on investment is clear and defined with both PPC ads and display ads that appear on the sidebar or top of other websites. 7. Leverage social media (the right way) Too