Converting search engine users or website visitors to new patients can be challenging — but you don’t need us to tell you that. One of the most common struggles we hear from healthcare marketers is ensuring the digital marketing efforts they use to turn visitors into patients are effective. If you’re grappling with converting local consumers into patients, healthcare conversion rate optimization may be the solution you’re looking for. 

Conversion rate optimization (CRO) is a process of regularly fine-tuning your digital marketing and website performance strategies to ensure they’re effectively driving patient conversions. By leveraging data-driven insights and continuously testing new approaches, healthcare marketers can maximize their return on investment (ROI) while lowering acquisition costs. 

Let’s explore the key aspects of effective CRO, and how they can transform your organization’s digital strategy and help achieve your patient conversion goals. 

Data-driven optimization insights

At its core, CRO is about making informed decisions based on real data. Whether it’s refining your website navigation, optimizing your content to better engage users, or enhancing your forms for seamless appointment scheduling, CRO enables healthcare organizations to confidently and strategically tackle their biggest conversion hurdles. 

But CRO isn’t a one-time effort — it’s a continuous process of testing, measuring, and iterating to ensure long-term success. By consistently experimenting with new tactics, healthcare marketers can convert more website visitors into patients, increase engagement, and get more value from their existing audience. 

Tailored to your goals

Success starts with clear goals. Whether it’s tracking the number of online appointment bookings, form submissions, or resource downloads, defining your conversion metrics is essential to measuring CRO effectiveness.  

A strong CRO strategy begins with pinpointing the KPIs that matter to your organization and building a plan around those metrics to move you closer to achieving your goals. 

Understanding your unique patients

Your local healthcare consumers aren’t the same as consumers in another city, county, or state. An effective CRO strategy must take your unique audience into account, from their pain points to the online hurdles that may be keeping them from converting. 

By incorporating website analytics and user research into your CRO strategy, you can uncover valuable insights into how visitors engage with your site and identify areas for improvement.  

Ongoing experimentation & iterative updates

Optimization is all about testing. When you take on a CRO strategy, it’s imperative to run A/B tests to identify what’s working and what’s not. This ensures that every change to your digital experiences aligns with your overarching marketing goals. 

With that testing data in hand, you can confidently test and refine your website’s navigation, content, design, and forms over time to ensure optimal performance and maximum patient conversions. 

A healthcare-focused partner

With more than 25 years of experience in digital healthcare marketing, Geonetric is a trusted partner for healthcare organizations looking to enhance their healthcare conversion rate optimization strategies.  

Here’s how we help: 

• A strategic partnership: Our team provides ongoing guidance tailored to your goals and the unique challenges of the healthcare industry. 

• Regulatory expertise: We navigate healthcare regulations with ease, ensuring compliance while prioritizing data security in a BAA-signed environment. 

• Comprehensive testing: Our robust testing options allow your team to evaluate different website elements to identify what drives the highest conversions. 

Ready to unlock the full potential of your digital strategy? 

Healthcare conversion rate optimization is more than just a marketing buzzword — it’s a vital strategy for maximizing your digital marketing ROI. By continuously testing and refining your website and campaigns, you can drive more meaningful patient interactions, reduce acquisition costs, and create a seamless digital experience that builds trust and loyalty. 

At Geonetric, we specialize in helping healthcare marketers like you turn website visitors into patients through data-driven CRO strategies. Ready to take your digital performance to the next level? Let’s talk! 

If your healthcare organization has been considering making the jump to a digital experience platform (DXP), you might be wondering if it’s the right choice for you — or when is the right time to make the move. 

There is no one-size-fits-all answer to this question, but there are several scenarios in which your team might decide it’s time to implement a healthcare DXP and start researching your options. 

Check out these common challenges organizations often face when they decide to move to a DXP, and why Optimizely One for Healthcare is the perfect platform to implement when it’s time for a change.

1. You want to prioritize personalization

Your content management system (CMS) might have fit your organization’s needs so far. But today’s consumers demand more personalized digital experiences, and if your CMS can’t keep up, you may lose prospective patients to your competitors who can provide what they’re looking for. 

With a DXP like Optimizely, you can provide highly personalized patient experiences powered by data from various sources. You can create personalized experiences that appear after specific actions like button clicks or form submissions and even set up automation that updates segments and decides who to target based on real-time website visitor data.

2. Your organization uses a complex digital ecosystem and wants to consolidate tools

If you work for a large hospital or a health system with multiple locations, chances are that you have your hands full with managing your different websites, tracking analytics, and overseeing multiple content marketing initiatives. 

You don’t need us to remind you, then, how time-consuming and frustrating it can be to juggle multiple content marketing, website management, and analytics tools. With Optimizely, you can consolidate your most-used tools into one platform and seamlessly integrate it with the rest of your tech stack.

3. You want to launch large-scale digital health campaigns and patient engagement strategies

CMS platforms are great, until you want to level up your marketing with large-scale campaigns or complex patient engagement strategies. When your organization is ready for that type of sophistication, a DXP is a must. 

Optimizely allows healthcare teams to collaborate, create, launch, track, and optimize digital campaigns from one platform, giving you to reach more patients with the resources you already have.

4. Your organization is growing — fast

New locations? No problem! A healthcare DXP enables your team to manage multiple websites with added features like geographic targeting to help you push into new locations and increase brand awareness among new consumers. 

If your organization is growing, check out our blog post on how a DXP like Optimizely can help you manage your growth and confidently enter new markets.

5. You want to dive further into analytics and optimization

The strongest marketing strategy is one that’s backed by data, but your current content management system may not give you the robust analytics you’re looking for. 

Optimizely allows you to track what marketing tactics are working for you and which aren’t, with features like unified reporting dashboards, content intelligence suggestions, and customer profiles to give you the insights you need to constantly improve. 

See what a healthcare DXP can do for you

If you’re ready to see the difference a digital experience platform can make at your organization, Geonetric is ready to help. We were selected as the 2024 Rising Star Solution Partner of the Year at Optimizely’s 2024 Partner Awards, meaning we’re equipped with a unique understanding of how healthcare organizations can get the most value out of a healthcare DXP like Optimizely. 

Contact our team today to request a demo of Optimizely, or download our free DXP eBook to learn more about this powerful platform! 

Healthcare marketers are under more pressure than ever to deliver measurable results — often with limited budgets, small teams, and an ever-growing list of digital priorities.  

The good news? You don’t need a massive overhaul to make a meaningful impact — but you don’t need to wait around feeling stuck, either. 

Iterative design offers a smarter, more sustainable way to enhance your digital experiences without breaking the bank.  

In these FAQs, we’ll break down what iterative design is, why it’s a game-changer for healthcare organizations, and how you can start using it to drive better engagement, conversions, and patient satisfaction. 

What is iterative design?  

Iterative design is the process of making small yet meaningful changes to your digital experiences over time. These incremental changes may seem minor, but they can help drive you toward reaching your marketing goals even when you can’t undertake a complete website redesign. 

How can iterative design help my organization reach its marketing goals?

Iterative design is helpful for healthcare marketers because it allows you to make progress on your marketing goals even when your budget or resources are limited.  

It’s also easier to get leadership on board with more minor, manageable changes that don’t require as many resources than it is to convince them to dedicate the time and money to a website redesign.  

How can I tell which changes I should prioritize in our iterative design process?

The iterative design process should always begin with some sort of audit to determine what’s working on your website and what could use some improvement.  

This could be as simple as targeting “low-hanging fruit” that you know has needed to be updated for a while (a cluttered navigation menu, outdated location profiles, etc.).  

You could take it a step further by incorporating user experience testing to identify the goals users have on your website and roadblocks preventing them from accomplishing what they came to your site to do (not being able to find the “make an appointment” button, etc.). 

I’ll still need to convince our leadership that iterative design is worth pursuing. Do you have any tips?

There are two key messages to emphasize when pitching an iterative design project to leadership: the cost and time savings compared to a full redesign and how it can benefit the entire organization, not just marketing. 

Many of our clients opt to take on iterative design because it allows them to get “unstuck” and move toward their goals, even when it feels like they don’t have the money, time, or staff to do so.  

Those changes can also have a ripple effect throughout the organization. For example, if your first change is to update your homepage with a straightforward appointment scheduling call-to-action, it can help bring in new patients and save time for your support teams since they won’t have to field as many appointment scheduling calls. 

It’s also important to stress how even incremental changes can impact your organization’s brand and how patients perceive it when they visit your website. It only takes a few changes to take a website homepage from outdated and clunky to a modern marketing tool that shows patients your commitment to care before their first visit.  

Terms to know

There are a few other marketing terms that relate to iterative design, and can help you determine the best changes for your organization to make. 

Findability

Findability refers to how easily prospective patients find your organization online through search engines and, increasingly, artificial intelligence or voice assistant searches.  

Your iterative design changes could work toward increasing your findability by updating provider or location profiles, making sure all of your contact information is correct, and rearranging or adding metadata to existing content so it’s easier for search engines to index. 

User pathways

A user pathway is the steps a website visitor takes to accomplish what they came to your site to do, like set an appointment or find a specific provider. 

A fantastic way to identify changes you can tackle through iterative design is to walk through these user pathways yourself and identify any challenges or roadblocks they may encounter.  

Perhaps your main navigation menu is too cluttered, the way your search function displays results is confusing, or it takes too long to find a way to schedule an appointment online. All of these issues are individual fixes that can be remedied through iterative design. 

Optimization

Iterative design isn’t a one-and-done process! You can continue to refine the changes you’ve made through optimization, where you test out how your updates are performing.  

Optimization can also save you money and time in the long run since it helps you identify which changes users prefer before you roll it out across your full site. 

One example of this is testing out a new appointment scheduling call-to-action. You can set up an A/B test that shows some users Button A and some users Button B, then see which button gets more clicks over a period of time. With that data, you can confidently select the button option that will most effectively drive conversions for your organization. 

Ready to make a (small yet impactful) change? 

If you’re struggling with feeling “stuck” in your current marketing strategy but know your organization needs to move forward, Geonetric can help. 

We’ve been helping healthcare organizations introduce iterative, phased design approaches to their digital experiences for more than 25 years, and we can do the same for you.  

Contact our team today to set up an introductory call to talk about bringing the power of iterative design to your organization! 

For healthcare organizations, launching a successful digital advertising campaign can seem impossible. Between limited budgets, small marketing teams, and previous campaigns that failed to deliver results, it’s easy to feel like the effort needed to launch a digital advertising campaign may not be worth the investment. 

The good news is that with a few strategic adjustments, healthcare marketers can maximize their resources and create campaigns that drive real value for their organizations.  

Here are four ways to make your digital healthcare advertising campaigns more effective: 

 1. Identify the right user groups

Understanding your audience is the cornerstone of effective advertising. Rather than casting a wide net, focus on segmenting your audience into specific user groups. For healthcare marketers, this might mean targeting adult children who help make care decisions for their parents instead of elderly patients themselves. 

Use tools like: 

• Patient data: Watch for dips in a particular patient group utilizing your services — that may mean it’s time to create a campaign that targets them! 

• Demographic insights: Age, location, and socioeconomic factors can help narrow your focus. 

• Behavioral trends: Identify patterns such as search behaviors, content consumption, or past interactions with your website. 

By zeroing in on the right groups, you’ll allocate your budget more effectively and connect with audiences who are most likely to engage with your campaigns. 

 2. Focus on your benefits — not your accomplishments

It can be tempting to tout awards and milestones, but patients and caregivers are more interested in how you can help them. Shift your message to highlight the benefits of your services. 

For example: 

Instead of: “We’re ranked #1 for cardiac care in the state.” 

Try: “Our advanced cardiac care helps you get back to what you love sooner.” 

This subtle shift prioritizes the user’s needs and outcomes, making your message more relatable and actionable. Use clear, empathetic language to build trust and demonstrate value. 

 3. Use effective imagery

Visuals are often the first thing users notice in digital ads and on landing pages, so choosing the right imagery is critical. Avoid generic stock photos that fail to resonate with your audience. Instead, prioritize: 

• Authenticity: Use real photos of your facilities, providers, or patient interactions (with proper permissions). 

• Target demographics: Reflect the demographics of your target audience in your visuals. For example, if you want to target young adults and athletes with an orthopedic care-focused campaign, use visuals of someone running or jumping over a hurdle — not an older adult using a walker. 

• Emotion: Choose images that evoke trust, hope, or comfort, depending on your campaign goals. 

You can also A/B test different visuals to see which resonate best with your audience. Small changes, like the color palette or the subject’s expression, can have a big impact on engagement. 

 4. Optimize your efforts with data and analytics

Data-driven insights are your best ally in creating effective digital healthcare advertising campaigns. Use analytics tools to track performance and refine your approach. 

Here’s how: 

• Set clear KPIs: Define what success looks like, whether it’s clicks, form submissions, or appointment bookings. 

• A/B test: Experiment with headlines, imagery, and calls to action to determine what generates the results you want 

• Monitor ROI: Calculate your return on ad spend to ensure your campaigns are generating value. 

• Iterate: Use insights from your analytics to optimize your campaigns over time. 

When every dollar counts, data ensures you’re investing your budget where it matters most. 

Digital healthcare advertising doesn’t have to be a risky or complicated endeavor for your organization. By identifying the right user groups, shifting your message to focus on benefits, using authentic imagery, and relying on data to guide your decisions, you can maximize your impact, even with limited budget or staffing resources. 

Ready to take your digital healthcare advertising campaigns to the next level? Geonetric specializes in helping healthcare marketers create effective, data-driven strategies that deliver results. Contact us today to get started! 

Want to learn more about what you can expect when you work with our team on digital healthcare advertising? Check out these Geonetric clients whose digital advertising and search engine marketing campaigns brought in impressive results and awards in 2024! 

Healthcare marketing teams often face the dual challenges of limited budgets and growing expectations of results from leadership. And when those limitations lead to your digital experience no longer aligning with your organization’s growth or strategic objectives, it’s easy to feel stuck. 

However, success is possible — even without a full website redesign — through user experience (UX) improvements and iterative design. By embracing small yet meaningful changes, you can demonstrate impact, justify investments, and make progress toward your healthcare marketing goals. 

Let’s take a look at some of the common pain points felt by healthcare marketers who are “stuck” with a limited budget and resources, and the ways UX and iterative design can help break through those barriers. 

Tackle incremental changes, no redesign required 

A complete website redesign can feel like the only solution when your digital presence no longer serves your organization’s needs. However, with limited resources, this may not be feasible. The good news? Iterative design and UX offer an alternative path forward. 

Start by identifying the most critical pain points in your user experience. Are patients struggling to find provider information? Is it easy to schedule an appointment from your homepage, or do visitors need to navigate several pages before they can request a visit?  

These high-impact areas can serve as starting points for targeted updates that immediately improve usability. For example, optimizing your site’s navigation or enhancing calls-to-action (CTAs) can significantly improve patient satisfaction and engagement. 

Small changes like these often require fewer resources but can yield measurable results. Consider prioritizing changes based on user feedback, analytics insights, or competitor research to ensure your efforts align with patient expectations and organizational healthcare marketing goals. 

Showcase how small changes can make an impact 

It’s a common misconception (especially among healthcare leaders who aren’t involved in day-to-day marketing activities) that only sweeping changes deliver meaningful outcomes. Leadership teams may undervalue iterative design, assuming incremental updates won’t justify the effort. But data proves otherwise. 

For instance, A/B testing minor adjustments like button colors, copy, or form layouts can reveal user preferences and increase conversions. A seemingly simple improvement — such as reducing the number of required fields in a form — can lead to higher conversion rates. These incremental gains add up over time, creating a more effective and user-friendly digital experience. 

To demonstrate the value of small changes, document your results. Show leadership how a streamlined navigation menu increased page visits or how an updated CTA drove more appointment requests. By tying healthcare marketing improvements to metrics like engagement or revenue, you can build a case for continued investment in iterative design. 

Rethink how you prove healthcare marketing ROI

Convincing leadership to support healthcare marketing initiatives can be challenging, especially when budgets at your organization are tight. To make your case, focus on the measurable return on investment of iterative improvements. 

Begin by framing your updates as opportunities to enhance patient experience. Use data to tell a compelling story: highlight the specific problem, outline your proposed solution, and share potential outcomes based on industry benchmarks or past successes. For example, explain how reorganizing your site’s main navigation could reduce bounce rates and increase appointment bookings. 

It’s also a smart move to emphasize the cost-effectiveness of iterative design. Small, targeted changes don’t require the same investment as a full redesign, yet they can deliver significant results. Presenting leadership with a clear, data-backed roadmap for achieving organizational goals will strengthen their confidence in your marketing team. 

Getting unstuck doesn’t require unlimited resources or a massive overhaul. By embracing iterative design, focusing on user experience, and advocating for strategic changes, you can achieve meaningful healthcare marketing progress — even on a tight budget.  

The key is to start small, prioritize high-impact updates, and measure your results. When leadership sees the value of these efforts, you’ll not only earn their support but also position your marketing team as a driver of organizational growth and success. 

Looking for a partner who can suggest and implement iterative updates that can make a real difference for your organization? Geonetric is ready to help with more than 25 years of healthcare marketing experience and a proven track record of helping hospitals and health systems of all sizes and budgets achieve their marketing goals. Contact us today to get started! 

Patient Recognition Week is held annually from February 1 to 7 to promote a culture among healthcare organizations that emphasizes patient satisfaction, engagement, and commitment to person-centered care. 

One way to recognize this week is to incorporate patient appreciation and engagement into your organization’s content marketing efforts. By putting patients and their stories front and center, you can reaffirm the trust you have with current patients and show prospective ones why your organization is the best choice for care. 

Here are a few ideas you can use in your content marketing plans this Patient Recognition Week! 

Highlight patient success stories

One of the most effective ways to show that your organization is focused on the people you treat and their success is by highlighting positive stories from patients who have already received care. 

This is an example of social proof — a term we use to describe the way people seek out reviews and recommendations from other patients to inform their healthcare decisions — that can go a long way in building trust and loyalty in your community. 

Consider publishing a social media post asking for patients to share their stories or creating a content hub like Bronson Positivity, which we built for Michigan-based Bronson Health, where patients can submit their stories and photos about the outstanding care they received from your organization. 

Prioritize personalization

Personalized digital experiences go a long way in encouraging patient engagement with your organization and showing how much you care. 

You can start small — think email campaigns personalized with a patient’s name and news or information about the service lines they’ve used recently or are scheduled to use soon — or go big with website personalization. 

Personalizing your website can be as basic as changing your website header to display information about your after-hours care options once your regular clinics are closed or creating landing pages that visitors will only see if they’ve arrived at your site after clicking a paid ad. 

While personalization does require a bit more effort, it’s something today’s health consumers have come to expect from their digital experiences and can help recognize the ways they contribute to your organization. 

Hold a survey

If you really want to focus on patient engagement and recognition, a survey is a fantastic way to show patients that their voices matter to your organization. 

You can include questions about how your organization communicates (“Do you prefer print or digital methods of getting health information from us?”), things patients would like to see from your facilities (“What amenities would make your visits with us more enjoyable?”), or general questions about their satisfaction with the care they’ve received. 

Conduct a user experience audit or website journey mapping

While this idea would take more time beyond this year’s Patient Recognition Week, taking on a user experience (UX) audit or website journey mapping project puts your patients front and center when designing your digital experiences. 

Through these exercises, you can learn more about patients’ pain points and the steps they take to seek out care from your organization, from the moment they realize they need it to the time they leave your hospital or clinic. Using the information you gather, you can create digital experiences that speak directly to patients’ needs and give them a great impression of your organization before they ever step foot through your doors. 

If you could use some guidance creating digital experiences that focus on your patients and their preferences this Patient Recognition Week and beyond, Geonetric is ready to help! Contact our team today to learn more and get started. 

Accessibility isn’t just a box to check off during a website redesign or audit; it’s a critical component of creating inclusive, user-friendly digital experiences.  

For healthcare organizations, whose websites patients and families use to find essential care information, ensuring accessibility can be the difference between delivering value and causing frustration that drives a patient to a competing provider. 

By integrating key accessibility features, healthcare organizations can meet legal requirements, enhance user satisfaction, and foster trust.  

Here are six essential healthcare website accessibility features that ensure a great user experience for all your site’s visitors.

1. The ability to navigate with a keyboard

Keyboard navigation is a cornerstone of web accessibility, especially for users with mobility impairments or those who rely on assistive technologies. Ensuring that all interactive elements — menus, buttons, forms, and links — can be accessed and operated using a keyboard alone is essential. 

To test your site’s keyboard accessibility, try navigating without a mouse. The focus should visibly move through interactive elements in a logical order, and all actions should be executable using keys like tab, enter, and space. Prioritizing keyboard-friendly navigation ensures that every visitor can explore and engage with your content seamlessly. 

2. Alternative text for images

Alternative text, commonly referred to as alt text, provides crucial context for users who rely on screen readers to describe the content and function of images. For example, an alt text for an image of a healthcare provider with a patient might read: “Doctor discussing treatment options with a patient in an office.” 

When writing alt text, aim to be descriptive but concise. Avoid redundant phrases like “this is an image of” and focus on conveying the image’s essential information. Beyond improving healthcare website accessibility, alt text can also boost SEO, as search engines use it to understand image content. 

Depending on the type of image, how and where you place the text can vary. For example, strictly decorative images typically do not need alt text, while complex images like infographics require a more in-depth description that requires text on the page, outside of the alt text, to explain what is visually represented. 

To learn more about the types of images that require alt text and tips on what to include, check out this blog post. 

3. High contrast visuals

Users with low vision or color blindness benefit significantly from high-contrast visuals. A strong contrast between text and background makes content easier to read (for everybody, not just those with visual impairments!). For example, dark text on a light background or light text on a dark background ensures visibility. 

To be compliant with Web Content Accessibility Guidelines (WCAG), colors used to distinguish elements on a webpage must meet a contrast ratio of 3:1. If your web page colors don’t meet that ratio, other formatting must be used (such as underlining or adding a border around linked text). 

Use tools like a WCAG Contrast Checker to evaluate your site’s contrast ratios. For added inclusivity, consider offering a high-contrast mode that users can toggle on or off based on their needs. 

4. Text alternatives for media

Video and audio content is a fantastic way to build your organization’s authority and foster patient connections. However, these pieces of content should always include text alternatives to ensure healthcare website accessibility. 

Captions provide real-time text for videos, while transcripts make video or audio-only materials into accessible, readable pieces of content. Both features benefit users who are deaf or hard of hearing, as well as any user visiting your site in an environment where listening to audio isn’t feasible (i.e., in a crowded waiting room or public transportation). 

When creating captions, aim for accuracy and synchronization with spoken words. For live events or webinars, real-time captioning services can help ensure inclusivity. By providing these alternatives, you enhance engagement and usability for a wider audience. 

5. WCAG-compliant PDFs

As a healthcare provider, your organization likely has important documents like patient forms, educational materials, or brochures available for download on your website in PDF format. 

To be accessible, these PDFs must meet WCAG standards. This includes features like including a document title, image alt test, using tags, and ensuring the text in the document is machine-readable for visitors using a screen reader to access your site. That means if you have any PDFs on your site that are scanned-in images of paper documents, now is the time to re-upload them as machine-readable PDFs. 

6. User controls for media elements

Video backgrounds or content sliders that play automatically are popular features on healthcare websites. However, for users with low vision, motion sickness, or cognitive impairments, these elements can make your website unusable. 

To accommodate these users without giving up visually dynamic page elements altogether, provide user controls to pause, stop, or adjust these elements. This provides a more comfortable browsing experience, and allows every website visitor to be in control of the content on your page. 

Make sure that controls are easy to locate and use. For example, include a clearly labeled “Pause” button for autoplaying videos or allow users to manually move sliders or carousels to allow them to read the content at their own pace. These adjustments empower users to engage with content in a way that works best for them. 

Accessibility is about more than compliance; it’s about creating an inclusive digital environment where everyone can find the information and support they need. This is especially important in the healthcare space, where our primary job as marketers is to provide a seamless journey and easy-to-find answers from the moment a visitor first enters our sites. 

To learn more about healthcare website accessibility, check out our blog posts on commonly overlooked accessibility guidelines, WCAG requirements, and how you can check the accessibility of your organization’s website. 

If your website could use an accessibility-focused refresh, our team is ready to help with the latest healthcare website accessibility guidance and design insights to make your site friendly and usable for all visitors. Contact us today to learn more and get started! 

If your organization is establishing new locations or acquiring other healthcare providers in your community, chances are you’ve got a lot on your marketing to-do list. 

Marketing a growing healthcare organization can be challenging, from making sure your websites are up-to-date with your latest locations, providers, and service lines to ensuring your branding is consistent across your organization’s entire online presence. 

However, your job could be even more challenging if your organization is growing rapidly but still relies on a traditional content management system (CMS). CMS platforms are often limited in their ability to publish and maintain content across channels — a functionality that is absolutely essential for growing healthcare organizations. 

If that’s the case for your team, a digital experience platform (DXP) is the answer. 

What is a DXP?

A DXP is a platform that, while similar to a CMS, goes above and beyond with a suite of integrated tools to manage and optimize the entire patient journey and provide a level of sophistication that traditional CMS platforms simply cannot. 

Unlike basic CMS platforms, DXPs are built to deliver personalized content, adapt to user needs, and integrate with other essential systems such as customer relationship management (CRM) tools and telehealth platforms. For healthcare organizations, this means the ability to create seamless and tailored experiences for diverse patient populations. 

So what makes a DXP the right choice for a rapidly growing healthcare organization? 

Quick and user-friendly editing

One of the standout features of DXPs is their intuitive editing interfaces. These platforms enable marketing teams to make updates swiftly without needing extensive technical expertise or waiting on an IT team or external agency to make changes. 

For healthcare organizations, this agility is invaluable when managing time-sensitive campaigns, such as seasonal flu shot reminders or updates about new locations or service lines. 

Geographic targeting

Geographic targeting allows healthcare organizations to tailor their messaging to specific locations.  

If your organization is building new locations or entering a new community, geographic targeting can help you promote location-specific events or services and start building relationships with the people in that community. 

Flexible content architecture

DXPs use modular content design, enabling healthcare organizations to create assets that can be repurposed across various platforms and campaigns.  

This flexibility reduces duplication of effort and accelerates the deployment of marketing initiatives, freeing up resources for other strategic goals that are part of your organization’s growth strategy. 

Advanced analytics 

DXPs provide robust analytics tools that offer deep insights into user behavior and campaign performance. Healthcare marketers can leverage real-time data to refine strategies, optimize content, and ensure their efforts align with organizational growth or acquisition goals. 

Scalability and integration

As your healthcare organization grows, so will your digital needs. DXPs are built to scale seamlessly, accommodating new users, additional content, and expanded functionality.  

DXPs can also integrate easily with other essential systems, such as electronic health records (EHRs), telehealth platforms, and CRM solutions, creating a unified digital ecosystem. 

Choosing the best DXP for your growing organization

When evaluating a DXP for your organization, consider: 

• Its ease of use for non-technical team members 

• Integration capabilities with your existing technology stack 

• Its ability to evolve with your organization 

• How it enables you to address unique healthcare marketing challenges 

Optimizely One for Healthcare, combined with Geonetric’s 25 years of healthcare-specific marketing experience, is the perfect tool for growing healthcare organizations, enabling your teamto oversee the entire healthcare lifecycle, no matter how many locations you have or how specialized your digital team is. 

With personalization options, an integrated CMS, digital asset management, a content marketing platform, geographic and audience-based targeting, and more, Optimizely One for Healthcare can help your team do more and seamlessly launch content as your organization grows. 

Interested in learning more about introducing a DXP like Optimizely One to your organization? Check out this blog post that dives into more of the benefits you can enjoy from a robust DXP. 

If you’re ready to bring the power of a DXP to your growing organization, contact our team today to learn more. 

Patients in need of care expect a few things when they research your services using a search engine or scroll through your location pages. They want accurate, up-to-date information, addresses and phone numbers, and even a photo or a map of the location they’re researching. But your healthcare location profiles can offer so much more than just the basic information — you can optimize your profiles to be a valuable tool in your marketing toolbox.

Beyond just appearing in search results, a well-maintained location profile builds trust and enhances user experience — essential components for driving conversions. 

Before we dive into ways to optimize your location profiles, let’s have a quick refresher on why ensuring your profiles are accurate and up-to-date is so important: 

Why healthcare location profiles matter 

Reach patients in your geographic area 

When people search for healthcare providers near them, they rely heavily on search engines like Google. Having accurate and consistent location information ensures that search engines trust your organization enough to display it prominently in search results. 

Improve your search engine rankings 

Search engines prioritize businesses with reliable and complete location profiles. Mismatched or outdated details, such as incorrect phone numbers or hours of operation, can hurt your visibility and rankings. 

Enhance the user experience 

Inconsistent or incomplete information frustrates users and may drive them to competitors. A trustworthy profile fosters confidence, ensuring users can easily find and contact your business. 

Key elements of a location profile 

Before you can optimize your location listings, make sure you have the basic components locked down: 

• Contact information: Ensure each location’s name, address (including whether an office is located within a larger location), and phone number are accurate across not just the location profiles but across all of your channels (social media platforms, business listings, etc.) 

• Business hours: Keep your hours of operation updated, especially during holidays or other special circumstances (extreme weather events, etc.) 

• Photos and descriptions: High-quality images of the location, as well as any staff, patient, and provider images, make each profile more appealing and credible. 

Time to optimize your healthcare location profiles

If your healthcare location profiles could use a little sprucing up, try these strategies for optimizing your location pages into powerful marketing assets: 

• Optimized HTML titles and meta description: Craft unique, keyword-rich HTML titles and meta descriptions for each location page. Include relevant details such as the city, neighborhood, and services offered to increase the likelihood of appearing in local search results. 

• Schema-structured data: Structured data helps search engines understand your business better. Add Schema markup to provide detailed information such as your address, hours, contact information, and reviews. This enhances your chances of appearing in rich search results like Google’s Local Pack. 

• Maps: Embedding a map of a location on its location page is a fantastic way to give prospective patients an idea of how far a location is from their home and the directions they’ll use to get there. 

• Keyword research: Identify the localized and service-specific keywords your audience is searching for. Incorporate these keywords naturally into your profile’s descriptions and content. 

• Mobile optimization: Most local healthcare searches happen on mobile devices. Make sure your location profiles are mobile-friendly, with easy-to-click links, correctly scaled images and maps, and legible information to improve the user experience and ranking potential.  

Other content components  

When building out your location profiles, consider adding these additional content pieces to fully illustrate the experience patients can expect from a given location: 

• Accreditation, awards, or certificates: Did a particular location in your health system recently pick up an award? Include a mention or badge on its location page! 

• Provider profiles: Healthcare location profiles are a fantastic place to embed provider profiles and show patients who they can expect to work with at a given office or hospital. 

• Patient reviews: Do you have a program that encourages patient reviews after they’ve visited a location or specific provider? Add reviews to the relevant location profile. 

• Service lines: What conditions does a particular location handle? Will patients have to go to another location to receive care? 

• Amenities: Can patients grab a coffee or pick up a prescription at a given location? Add in a list of amenities that the location has on-site. 

• Parking information: Give patients the most stress-free visit possible by including parking instructions if a location requires parking garage, street, or valet parking. 

• Virtual tours: A 3D walkthrough or video tour helps prepare patients for their visit and can help remove some of the anxieties around visiting a new healthcare location. 

Accurate, up-to-date, and optimized healthcare location profiles are a powerful tool for boosting your organization’s visibility in search engines and building trust with prospective patients. By implementing the tactics outlined above, you can ensure your organization stands out against your competition in location search results and provides an excellent user experience. 

Get ready for results 

What kind of results can you expect when you optimize your healthcare location profiles?  

We worked with Cedar Rapids, IA-based Mercy Medical Center, to enhance the profiles for its 63 locations with new images, trackable URLs, and more. Over the course of one year, Mercy was found more than 3.6 million times in online searches, with 117,802 of those searchers visiting Mercy’s website, another 216,305 initiating a phone call, and 64,236 getting directions. 

For North Carolina-based Cone Health, we created a keyword portfolio to focus on the content of each location profile, as well as conducted stakeholder interviews to create unique content about the benefits, services, and FAQs about each location. These changes led to an increase of 274% in pageviews and a decrease of 40% in the bounce rate for the top new location profile in a five-month period after launch compared to the same time period a year earlier. 

If you’re ready to optimize your healthcare location profiles and give prospective patients the best first impression of your unique office locations, Geonetric is ready to help. Contact our team today to get started! 

Healthcare marketers know that tying content to timely events is a powerful way to connect with audiences and increase engagement. Health holidays and awareness weeks provide an excellent opportunity to educate, inspire, and build trust with your audience through email marketing, social media posts, and blog or content hub articles. 

As we head into 2025, here are just a few of the many health holidays or observances in the United States that you may want to include in your healthcare content marketing calendar for the new year: 

January:

National Fiber Focus Month 

The new year often brings with it more people resolving to improve their nutrition. Enter National Fiber Focus Month, which was created to share the health benefits of fiber and the different ways people can incorporate it into their diets. 

Healthcare content marketing ideas:

• Share fiber-rich recipes on social media. 

• Post a blog discussing the benefits of fiber, and how to get more of it. 

• Post a Q&A with a provider or registered dietician at your organization talking about the importance of fiber and how it can impact patients’ health. 

February: 

National Patient Recognition Week — February 1-7 

Patient Recognition Week is all about honoring patients and promoting an organizational culture that emphasizes patient satisfaction. 

Healthcare content marketing ideas:

• Highlight patient success stories on your content hub. 

• Create personalized thank-you messages for an email campaign. 

• Schedule social media posts throughout the week that show how your organization supports patients throughout their care journey. 

American Heart Month 

American Heart Month was created to raise awareness of heart disease in the United States and motivate people to adopt healthy lifestyles in an effort to prevent heart disease. 

Healthcare content marketing ideas:

• Share heart-healthy recipes on your blog or content hub. 

• Promote fitness challenges on social media. 

• Create profiles of patients with heart conditions who are managing their health with the help of your organization. 

National Cancer Prevention Month 

February also marks National Cancer Prevention Month, which focuses on helping people reduce their risk of cancer through education on prevention and early detection. 

Healthcare content marketing ideas:

• Publish an article on cancer screening guidelines. 

• Share your appointment scheduling page to encourage people to schedule their next cancer screening. 

• Post a Q&A with a member of your organization’s oncology team. 

March: 

National Nutrition Month 

March is recognized as National Nutrition Month to highlight the importance of establishing healthy eating habits and making informed choices when it comes to the food we eat. The 2025 theme is “Food Connects Us” to showcase how food connects us to our family, friends, and culture. 

Healthcare content marketing ideas:

• Work with a member of your organization’s dietary team to create short videos about making healthy food choices you can post to social media throughout the month. 

• Use your content hub to share recipes and tips on how people can improve their nutrition. 

• Put a “nutrition tip of the day” on your homepage or social media accounts each day of March. 

National Sleep Awareness Week — March 9 – 15 

National Sleep Awareness Week is held each year to emphasize the connection between the quality of our sleep and our health and well-being. 

Healthcare content marketing ideas:

• Publish a tip each day of the week to your social media channels on how people can improve their sleep. 

• Use your content hub to post articles about the connection between sleep and health conditions. 

• Encourage patients to schedule an appointment with their primary care provider if they believe they’re having issues with their sleep that could impact their health. 

April: 

National Stress Awareness Month 

April is recognized as National Stress Awareness Month to help inform people about the negative impact stress can have on their health. 

Healthcare content marketing ideas:

• Post daily or weekly tips on how people can manage their stress and anxiety on your social media accounts. 

• Publish an article on your blog or content hub highlighting healthy stress management strategies. 

• Host a series of free yoga classes to help patients learn how they can reduce stress through physical activity. 

National Public Health Week — April 7 – 13 

National Public Health Week is held each year to celebrate the public health contributions and the importance of public health in addressing key health issues in our communities. 

Healthcare content marketing ideas:

• Share infographics on social media that focus on important public health topics like emergency preparedness, mental health, accessibility, and nutrition. 

• Publish a profile of a public health leader or changemaker in your community. 

• Use your blog to post news articles about the most pressing public health issues in your community and what people can do to help. 

Patient Experience Week — April 28 – May 2 

Patient Experience Week celebrates the healthcare workers who impact the patient experience every day. 

Healthcare content marketing ideas:

• Create a series of social media posts sharing what individual employees like most about working with patients. 

• Highlight a long-time employee and their commitment to the patient experience in a blog post. 

• Send an email campaign that focuses on unique things your organization does to ensure a stellar patient experience. 

May: 

Mental Health Awareness Month 

Mental Health Awareness Month has been held since 1949 to eliminate the stigma around mental health while fostering public education and advocacy. 

Healthcare content marketing ideas:

• Publish blog posts about the ways people in different age demographics (children, teens, adults, older adults) can care for their mental well-being. 

• Post facts about mental health on your social media channels throughout May. 

• Highlight your organization’s mental health providers and the vital work they do for your community. 

National Women’s Health Month 

May marks National Women’s Health Month, also known as Women’s Health Awareness Month. This observance serves as a reminder for women to prioritize their health and stay educated on the most common health risks. 

Healthcare content marketing ideas:

• Send a series of emails to female patients reminding them of essential health checks they should schedule throughout the year. 

• Post infographics featuring women’s health tips to your social media. 

• Create a blog series for your content hub about different women’s health topics like fitness, heart health, maternal health, and more. 

National Hospital Week — May 11 – 17 

National Hospital Week is an opportunity to highlight health systems, hospitals, and the providers who keep them running smoothly. 

Healthcare content marketing ideas:

• Create a video tour of your hospital(s) to help familiarize patients with the space. 

• Profile hospital staff on your blog and social media throughout the week. 

• Promote community events held at the hospital. 

June: 

Men’s Health Month 

June marks Men’s Health Month, which was created to raise awareness of health issues impacting men and the importance of preventative care. 

Healthcare content marketing ideas:

• Launch an email campaign reminding male patients to schedule necessary health checks. 

• Create social media infographics that share crucial men’s health stats or tips. 

• Write a blog series for your content hub about men’s health topics, including mental health, cardiovascular health, and cancers. 

July: 

UV Safety Month 

Held every July when people are most likely to be out having fun in the sun, UV Safety Month was created to raise awareness of the dangers of ultraviolet (UV) radiation and skin cancer risks. 

Healthcare content marketing ideas:

• Share sun protection tips on social media throughout the month. 

• Publish a blog post on crucial facts about skin cancer. 

• Promote your dermatology service line and encourage patients with skin concerns to schedule an appointment. 

August: 

National Health Center Week — August 3 – 9  

National Health Center Week celebrates and recognizes the essential work of health centers across the country. 

Healthcare content marketing ideas:

• Highlight different health centers in your system and the services they provide. 

• Promote events at your health centers. 

• Share testimonials of patients who have received treatment at your health centers. 

September: 

Healthy Aging Month 

September is all about recognizing the ways people can stay healthy as they age, from eating a nutritious diet to prioritizing physical activity. 

Healthcare content marketing ideas:

• Falls Prevention Awareness Week also takes place in September, so consider creating a blog post with tips and exercises older adults can use to try to reduce their fall risk. 

• Create a series of social media infographics or posts with health tips for older adults. 

• Launch an email campaign to older patients with tips for healthy aging and reminders about health checks recommended for patients their age. 

October: 

National Primary Care Week — October 5 – 11 

National Primary Care Week is an annual event highlighting primary care’s vital role in healthcare. 

Healthcare content marketing ideas:

• Create a series of staff profiles or videos introducing your organization’s primary care providers. 

• Share social media posts promoting primary care visits. 

• Send an email campaign reminding patients of the importance of primary care services, and the location where they can receive them. 

November: 

American Diabetes Month 

November marks American Diabetes Month, a time to raise awareness and rally support for diabetes prevention, care, and research. 

Healthcare content marketing ideas:

• Share success stories of patients who have received diabetes treatment at your organization. 

• Promote healthy lifestyle tips and other diabetes prevention information through your social media channels. 

• Feature diabetes management resources on your service line page. 

December: 

National Handwashing Awareness Week — December 1 – 7 

Wrap up the year by recognizing National Handwashing Awareness Week, which takes on a particular importance during cold and flu season. 

Healthcare content marketing ideas:

• Post handwashing tips and reminders in facility bathrooms. 

• Share social media posts that include stats about handwashing — and what can happen when people don’t wash their hands. 

• Create a blog post about the importance of handwashing this time of year. 

Incorporating these holidays into your 2025 content marketing plan can position your organization as a leader in healthcare and strengthen your connection with your audience. Mark your calendar and start planning impactful campaigns today! 

Need some more healthcare content marketing inspiration? Keep reading the Geonetric blog, or reach out to our team today to learn how we can take your content marketing to the next level in 2025 and beyond!