In today’s digital age, when people interact with healthcare services online, they expect a smooth and user-friendly experience.

Traditional content management systems (CMS) make it easy for organizations to organize and manage website content to support their strong digital presence. Organizations that want to take their digital efforts a step further and create tailored experiences across multiple touchpoints, however, are adopting modern digital experience platforms (DXP).

Before we get too far with our comparison between a CMS and DXP, let’s cover the basics.

What is a DXP?

A DXP enables you manage and deliver digital experiences. It relies on a framework of modular and interchangeable components rather than a single, all-encompassing solution. This approach empowers organizations to create a digital experience ecosystem that fits their unique requirements, because you can easily add or replace components as necessary.

Here’s a breakdown of the crucial aspects of a DXP tailored for healthcare:

• Agility: Teams can work independently and efficiently because changes can easily be made to one component. This facilitates quick adoption of new features, updates, and improvements.
• Flexibility and Scalability: Adapting to shifting needs is straightforward. Components can be augmented, modified, or removed without the need for a platform overhaul. This flexibility ensures resilience in the face of future technological advancements and changing customer expectations.
• Interoperability: Components are designed to seamlessly communicate and integrate through well-established APIs, ensuring consistent data and functionality flow throughout various parts of the digital experience platform.
• Modularity: Key components like content management, personalization, analytics, and more are distinct modules that work together harmoniously. This gives you the freedom to select the most suitable solutions for each function.
• User-Centric Design: Thanks to the platform’s ability to integrate various tools and technologies, organizations can create a user experience tailored to their specific audience. This leads to enhanced personalization and user engagement, leveraging relevant data and content across multiple touchpoints.

Healthcare organizations that embrace a DXP position themselves to build a digital experience that not only aligns with their mission, workflows, and patient needs but also ensures seamless integration with healthcare-specific systems. This enables compliance with industry regulations and the delivery of a secure and user-friendly experience.

DXP vs. CMS

A CMS focuses on managing and storing content, making a clear distinction between the content itself and how it appears on different platforms. Content is easily shared across channels and devices using APIs, offering flexibility in how the content is presented.

On the other hand, a DXP takes a more comprehensive approach, weaving together a variety of tools and features to create, manage, and deliver a complete digital experience. It supports the modular connection of different services and functionalities, ensuring a seamless and customized experience across all digital interactions.

Which Platform is Better for Healthcare: CMS or DXP?

In healthcare, making the right choices when it comes to digital tools is essential for delivering excellent patient care and improving operational efficiency. To help you determine which option suits your organization best, let’s explore who might benefit the most from either a CMS or a DXP.

A CMS is an excellent fit for healthcare organizations that:

• Are undergoing a digital transformation and require a flexible system that can adapt quickly to changes.
• Work with a tech-savvy team capable of working with various front-end technologies to deliver content seamlessly across multiple channels.
• Need to ensure their content is easily accessible not only on websites but also on mobile apps, patient portals, and other digital platforms.
• Seek a cost-effective solution that still offers robust functionality and flexibility.

On the other hand, a DXP is a better choice for healthcare entities that:

• Operate within complex digital ecosystems with various integrations, requiring a robust solution to bring everything together.
• Aim to provide highly personalized patient experiences by leveraging data from different sources.
• Wish to orchestrate intricate digital health campaigns and patient engagement strategies.
• Seek a solution that not only consolidates their digital tools, but also provides advanced capabilities for analyzing, optimizing, and enhancing patient interactions across the digital landscape.

While a CMS offers simplicity, flexibility, and the ability to distribute content widely, a DXP provides a more comprehensive and integrated approach. It ensures that every aspect of your digital presence is considered and optimized. Choosing between the two ultimately depends on understanding your organization’s specific needs, goals, and the complexity of your digital initiatives.

Getting Started with Optimizely + Geonetric

If your healthcare organization is thinking about stepping up its online game, the partnership between Geonetric and Optimizely could be just what you need.

Optimizely is a versatile DXP specifically crafted for creating captivating and personalized websites and digital interactions. This platform empowers content creators to generate, modify, and oversee content across multiple websites. Optimizely also offers a wide array of customizable tools to help your organization streamline digital experiences and enhance customer retention.

However, it’s essential that healthcare organizations adhere to specific regulations, such as HIPAA compliance, when selecting a DXP. That’s where Geonetric comes in.

This partnership provides clients with a Digital Experience Platform (DXP) built within a fully-managed, one-stop solution for healthcare organizations. Here are a few notable benefits you can look forward to:

• Flexible Setup: This partnership gives you a DXP that you can shape to fit your healthcare organization needs. It’s a digital platform that’s custom-made, ready to adapt to whatever you need for your patients and services.
• All-In-One Solution: From setting up easy-to-use patient portals to managing your online content and using patient data smartly, we offer one big toolbox where everything works together seamlessly.
• Grows with You: Your healthcare organization is always changing and growing, right? Optimizely DXP can change and grow with you. It’s designed to keep up with new demands and trends in healthcare.
• Smart Use of Data: This partnership makes ethical (and compliant) use of patient data to give more personalized care. Think of it as being able to automatically intuit what each patient needs and prefers, to give them better care.
• Safe and Secure: With all the patient information you handle, security is super important. This partnership makes sure patient data is kept safe and follows the rules, like HIPAA.
• Easy for Patients to Use: A fully-managed DXP can help your organization make sure the digital information your patients will find (make?) it easy to use your services online.
• Help and Support: Starting with a digital platform can be tricky, but Geonetric, an Optimizely partner, is here to help. We guide you through implementation and keep your sites running smoothly.
• Better Marketing and Communication: This solution also helps you get the word out about your services and talk to your patients better using digital marketing tools.

In short, Geonetric and Optimizely joining forces means your healthcare organization can get a digital experience platform that’s easy to change as needed, keeps data safe, and makes your online healthcare services better and easier to use.

Check out our FREE eBook to learn more about how Geonetric and Optimizely can supercharge your digital footprint, today!

Personal touches make a significant difference, especially when it comes to healthcare. It’s all about connecting genuinely with your audience. By shaping your messages and offers to fit your audience’s needs, you boost their interest, trust, and willingness to act.

Let’s tackle the basics of personalization.

What is Healthcare Marketing Personalization?

Personalized healthcare marketing is about creating tailored messages for patients and healthcare consumers. Instead of a “one-size-fits-all” approach, it focuses on understanding each person’s unique needs, likes, health conditions, and backgrounds. It’s a way of recognizing that everyone is different and ensuring how we talk about health and wellness matches their interests.

These insights help marketing teams pinpoint the right audience and guide them throughout their healthcare journey. Plus, with personalized marketing, healthcare organizations can connect to people without wasting money on ads that reach the wrong crowd or don’t resonate with audiences.

Why is Personalization Important in Healthcare Marketing?

In healthcare, nurturing trust and establishing relationships are keys to attracting, retaining, and keeping patients engaged. Personalization helps healthcare organizations connect better with individuals and groups of consumers in their communities.

When your healthcare organization has a solid, personalized marketing strategy in place, you’ll enjoy:

• Added value from your campaign spend
• Brand experience that reflects the personal nature of healthcare
• Increases in targeted audience engagement
• More high-value conversions (e.g., appointment booking)

Using personalization to enhance your patient experience can also reduce the burden on your frontline staff and call centers.

In addition to a solid business and content strategy, you need a personalization platform to support it all. Many legacy CMS/DXP systems offer personalization platforms, but they’re designed for web developers to set up on behalf of marketers, which means organizations can be at risk of “developer dependency” where only very technical users can design, test, and deploy personalized content or experiences. On some legacy systems, even experienced web developers can struggle with the product architecture and face challenges trying to realize the full potential of the software due to technical complexities.

When selecting a CMS or DXP with a personalization engine, healthcare marketers should look for one that’s fully modern and designed for non-technical users to manage day to day.

Is Personalization Just a Short-Term Trend in Healthcare Marketing?

Google estimates that 7% of all daily searches center on healthcare. That’s over 1 billion searches every day. And 58% of American adults readily turn to the internet for health and medical information. When consumers seek this information, the following statistics highlight the value they place on healthcare marketing personalization:

• 92% of consumers lean toward brands that cater to them with pertinent offers and insights.
• 80% of individuals are more likely to make a healthcare appointment if offered a personalized experience.
• 79% of consumers expect healthcare websites to personalize their experience to deliver more relevant information and services.
• 68% of consumers get frustrated when healthcare websites show or recommend actions that aren’t relevant to them.

These data points emphasize that personalization isn’t a healthcare marketing trend that will quickly disappear. Consumers demand personalization. By integrating a tailored approach, healthcare organizations can craft experiences that align more closely with patients’ needs and concerns.

How Does Personalized Healthcare Marketing Work?

For many healthcare organizations, personalized marketing centers around their CRM and marketing automation efforts. These systems allow for targeting groups of healthcare consumers within a geographic service area in a HIPAA-compliant way based on demographics, history, and their likelihood of needing a particular medical service.

Aligning your website personalization strategy with your CRM-based tactics presents a frequently overlooked opportunity. By establishing this alignment, the website can maintain consistency with other creatives, brand messaging, and actions used across other channels. Geonetric can help create this alignment.

Personalization Process

How can you personalize your healthcare marketing effectively? At its core, personalized healthcare marketing aims to enhance patient engagement and trust by delivering customized messages and services. Geonetric follows this approach:

• Start with a strategic approach by asking “why.” Why do you want to implement personalization? What business outcomes do you want to improve (appointments booked, access to urgent care information, increased blog pageviews per session, etc.)?
• Identify the involved patient audience.
• Collect data for online interactions, surveys, email marketing, feedback, and any other sources you can access for the target audience.
• Analyze the data to identify patterns and segment your patients into distinct groups. Each group shares specific health concerns, demographics, behaviors, or interests.
• Craft targeted marketing campaigns, choosing the right channels and messages for each segment.

Throughout the process, we prioritize the most valuable outcomes and focus on the groups with the greatest potential for improving the results. These actions make certain patients receive information and engagement offers that match their health journey, making interactions more meaningful and efficient.

How Geonetric & Optimizely Can Help

Navigating the digital healthcare world is complex, but the personalization path becomes clearer with Geonetric by your side. Optimizely delivers rich digital experience optimization and multivariate testing capabilities. It has a proven track record of integration and innovation that other CMS’ and digital experience platforms lack.

As the digital engine behind over 500 healthcare websites and intranets, Geonetric understands the balance between personalized patient experiences and the complexity of using other products to achieve your objectives. Marketers prefer Optimizely for its ease of use in traditional and headless deployments without heavy reliance on developers.

One of the biggest challenges of launching a personalization program is simply the time, effort and strategy it takes to get it off the ground. Many marketers worry that by the time they figure out personalization and get it implemented on their current CMS or DXP, the trend will be dying down or that it’s just too much work to make it happen. From creating an overall strategy, setting up data tracking, and defining audience segments to building out the necessary CMS fields and creating personalized versions of content, there’s no doubt making personalization a reality for your organization will take some time.

But with a solid partner and a top DXP that does much of the logistical legwork for you, personalization doesn’t have to be a pipedream. With Optimizely, you can get started with personalization and see the value much faster than other DXPs’ personalization systems, which is why Gartner and Forrester have said it has the strongest upward trajectory in the market. Yet, it’s more affordable than competitors whose capabilities lack differentiation, offer many similar-sounding products, or insist you use their DXP’s built-in personalization platform.

Beyond technical solutions, Geonetric brings a human touch to digital engagements. If you’re ready to elevate your personalized healthcare marketing, discover the Geonetric difference today!

Technology is making big changes in healthcare. It’s becoming increasingly clear that patients are looking for healthcare services that really focus on their needs and make things easy for them, just like online shopping does.

Think about how simple it is to shop online or set up deliveries and appointments with just a few clicks. This kind of easy and quick service is what people love about buying things online.

This same idea of getting what you need quickly and easily is starting to change healthcare too. It’s making a big difference in how patients get involved with their healthcare and how services are given to them.

These factors collectively contribute to the growing influence of eCommerce on healthcare, as they align with broader consumer expectations in a digital-first world.

The Intersection of eCommerce and Healthcare

The intersection of eCommerce and healthcare is rapidly expanding, significantly influenced by the rise in digital technologies and changing consumer behaviors. Globally, the healthcare eCommerce market has been experiencing substantial growth, driven by factors such as the increasing adoption of telemedicine, the convenience of online shopping for medical products, and the overall shift towards digital health solutions.

As of 2023, the global healthcare market is expected to grow from $309.62 billion in 2022 to $366.94 billion, with a compound annual growth rate (CAGR) of 18.5%. This growth is projected to continue, with the market expected to reach $732.3 billion by 2027. North America currently leads the market, with the Asia Pacific region not far behind.

This growth is powered by several trends. Firstly, the demand for home healthcare is rising, especially due to an aging population and an increase in chronic diseases, which have led to a surge in the online purchase of medical equipment, supplies, and prescription medications.

Additionally, there’s an increasing focus on wellness and preventive care, further fueling the growth of healthcare eCommerce. This sector mainly involves the sale of drugs and medical devices, along with applications like telemedicine, caregiving services, and medical consultation. The convenience of accessing these services online, coupled with the affordability and wide range of products, is a significant driving factor.

The COVID-19 pandemic also played a crucial role in the acceleration of healthcare eCommerce. The pandemic led to a significant increase in the demand for online healthcare services as people sought to avoid physical healthcare facilities.

What these statistics tell us is that healthcare is not only changing, it’s evolving in lock-step with consumer demand.

Why is eCommerce Driving Healthcare?

What this really boils down to is convenience. Today’s consumers (who are also patients) rely on digital tools to arrange, organize, purchase, and schedule the goods and services they require on a daily basis.

They want what they want quickly, easily, and efficiently… just like an eCommerce platform.

To illustrate this point, a significant 88% of online shoppers in 2022 said that personalization makes them more likely to continue shopping on retailer sites. Furthermore, 45% of Gen Z shoppers are likely to leave a website if it doesn’t align with their interests, wants, and needs. This highlights the crucial role of personalized experiences in retaining customers and enhancing their shopping journey .

By extension, healthcare consumers increasingly prefer the convenience and control offered by digital platforms. In fact, a recent survey tells us 72% of patients want more personalized care that is specifically tailored to their individual clinical needs. Not unlike retail applications in eCommerce platforms, personalized healthcare products and scheduling options allow patients to arrange their healthcare needs around their schedules and preferences, through the most accessible, personalized, and easy-to-use platforms possible.

Personalization can have a direct impact on patient loyalty, too. When a healthcare provider does a good job of personalizing customer interactions, 49% of patients feel like they care about earning their business and 47% are more likely to choose them.

These factors collectively contribute to the growing influence of eCommerce on healthcare, as they align with broader consumer expectations in a digital-first world.

10 Major eCommerce Trends Shaping Healthcare

In 2024, we’re seeing an array of eCommerce trends that are not just influencing healthcare but reshaping it. These trends are redefining what patients expect from online healthcare services and product catalogs, setting new standards for accessibility, convenience, and personalized care.

Here’s a glimpse at the top 10 eCommerce trends that are currently shaping the healthcare landscape: 

1. Increased Accessibility and Convenience: Online healthcare services and products are now more accessible due to digital and logistical advancements, enhancing user-friendliness and availability.
2. Growth in Telemedicine and Digital Health Applications: A surge in healthcare-related web and mobile apps, ranging from basic health tracking to advanced digital care and virtual health assistance, is evident.
3. Expansion of Online Services: Digital platforms are broadening healthcare services, including remote consultations and personalized AI-driven care.
4. Enhanced Patient Engagement Through Digital Marketing: Digital marketing strategies like personalized emails and phone interactions improve patient engagement and create seamless journeys.
5. The Role of Online Reviews in Patient Decision-Making: Online reviews increasingly influence patient choices, making reputation management crucial for healthcare providers.
6. Adaptation to Evolving Marketing Trends: Healthcare marketing adapts to trends like voice search optimization and advanced Google Ads campaigns for continued visibility and accessibility.
7. Focus on Multigenerational Marketing: Healthcare services and marketing address the unique needs of different generations, improving patient engagement and satisfaction across all age groups.
8. Leveraging Data Analytics for Personalized Care: Data analytics in healthcare eCommerce enables providers to offer personalized and predictive care, enhancing patient outcomes and satisfaction.
9. Integration of Wearable Technologies: Wearable technologies in healthcare, like fitness trackers and smartwatches, allow providers to monitor patient health remotely and offer timely interventions.
10. Emphasis on Cybersecurity and Data Privacy: As healthcare goes digital, ensuring the security and privacy of patient data is crucial. Organizations invest in cybersecurity, and regulations like HIPAA evolve to address digital healthcare challenges.

Healthcare Challenges Introduced by eCommerce Platforms

The integration of eCommerce platforms into healthcare, while offering numerous benefits in terms of convenience and accessibility, also introduces a range of challenges. The healthcare sector, unlike typical retail environments, is bound by a complex web of legal, ethical, and clinical considerations.

For one thing, healthcare involves handling sensitive patient data. The use of eCommerce-like platforms for healthcare services necessitates stringent data protection measures to comply with regulations like HIPAA in the U.S. A healthcare provider must at all times be conscious of and proactively protective of a patient’s PHI and guard against the commercialization of that data in any context. With that in mind, must adhere to various legal standards and regulations that govern medical practices and patient confidentiality. This includes compliance with laws related to telemedicine, online pharmacies, and digital health records.

Threading eCommerce Lessons into Healthcare Platforms

Despite the above challenges, healthcare organizations, suppliers, and telehealth operators can still derive significant value from the strategies and approaches developed in the eCommerce sector. Such a shift would be characterized by a more holistic, patient-focused approach that prioritizes convenience, accessibility, and personalization, mirroring the success seen in the digital retail space.

But how can your organization take advantage of these benefits?

A fully-managed digital healthcare management solution powered by Geonetric and Optimizely DXP can significantly aid healthcare organizations in blending eCommerce practices within a HIPAA-compliant framework.

Here’s how: 

• Personalization and Patient Engagement: Geonetric, in combination with Optimizely DXP, offers robust personalization capabilities. This means healthcare providers can tailor their online interactions to the individual needs and preferences of patients, much like an eCommerce platform. This personalization can extend to various aspects of digital engagement, such as personalized content, targeted health program recommendations, and individualized patient portals.
• Data Security and HIPAA Compliance: The platforms provide a secure environment for managing patient data. HIPAA compliance is critical in healthcare, and these solutions ensure that patient information is handled securely, with proper encryption and data protection measures in place. This allows for the safe handling of sensitive health information, just as securely as financial data is managed in eCommerce transactions.
• Integrated Healthcare Experiences: By using these platforms, healthcare organizations can create integrated digital experiences that streamline patient interactions with their services. This can include everything from appointment scheduling to access to medical records and telehealth services, mirroring the ease and efficiency of eCommerce platforms.
• Content Management and Marketing: The content management capabilities of Geonetric and Optimizely DXP allow healthcare organizations to effectively disseminate information and market their services. This can include educational content, health program promotions, and targeted campaigns, all managed through a user-friendly interface.
• Analytics and Optimization: With robust analytics tools, healthcare providers can analyze patient behaviors and preferences to continuously improve their digital services. This mirrors the eCommerce approach of using data-driven insights to optimize the user experience.
• Scalability and Flexibility: The platforms are scalable and flexible, allowing healthcare organizations to expand their digital offerings as needed. This is particularly important in the rapidly evolving digital healthcare landscape, where adapting to new technologies and patient needs is crucial.
• User Experience Design: Geonetric and Optimizely DXP focus on creating optimal user experiences, which is a cornerstone of successful eCommerce platforms. A well-designed user interface that is easy to navigate and accessible can significantly enhance patient satisfaction and engagement.

A digital healthcare management partnership like the one offered by Geonetric and Optimizely DXP enables healthcare organizations to meet the rising demands of eCommerce within a secure and compliant framework. It allows for personalized, efficient, and secure digital healthcare experiences that are patient-centric and data-driven, aligning with the best practices of eCommerce while adhering to the stringent requirements of healthcare regulations like HIPAA.

If your organization could benefit from a supercharged patient-experience, download our FREE eBook today to learn more.

Research has shown humor improves information recall. It not only makes messages more memorable, but also humanizes your brand and makes your clinicians even more relatable.

Still, it’s understandable why healthcare marketers don’t often reach for the funny bone. Few patients laugh when they think of a visit to the doctor. But when used strategically, humor takes the edge off medical anxiety and breaks the ice about otherwise uncomfortable topics. Think of all the “cheeky” colonoscopy campaigns that pop up in March, colon cancer awareness month. They’ve helped make the screening a topic of household conversations.

Let’s look at some successful examples of humor in health-related marketing and explore the difference between playful and, well, painfully punny.

Highmark Has a Hilarious RX for Doctor Visits

Research has shown many patients don’t ask all their questions during a doctor’s appointment. Some people hold back due to embarrassment or fear of coming across as unknowledgeable or confrontational. Highmark had advice for those patients: Speak up!

But instead of delivering a motivational lecture, the health insurance provider took a comedic approach. In short videos, a doctor enters an examination room to find his patients have come more than prepared to pick his brain. One patient fires up a PowerPoint presentation with a flow chart of queries. Another patient, surrounded by towering stacks of printouts, calmly takes a sheet to ask her first of many questions. Both videos end with a shot of Highmark’s guide titled “Doc Talk Checklist.”

The message? You, the patient, are in charge. Ask away!

From Couch to Cape: Superhero Saga Combats COVID-19

It’s a tall order to ask people to change their lifestyle overnight, as we saw during the COVID-19 pandemic.

The English National Health Service (NHS) found a way to make that request without moralizing. Their #StayHomeHeroes social media campaign featured portraits of everyday people in superhero costumes or makeup eating, watching TV, working out, or doing other routine activities. Each photo included a message about how the person “protected citizens,” “defended the country,” or “shielded us against COVID-19” just by staying home.

Amid the challenges of the pandemic, the campaign communicated a crucial message with a much-needed dose of humor and positivity.

Retro Twist Drives Cancer Screenings

Decades-old hair and fashion trends are a comedic treasure trove. Virtua Health hit a gold mine when using them to promote colon cancer screenings among people turning 45.

On social media, the New Jersey health system posted a throwback photo with the message “In the ‘90s, it was cool to leave one (overalls) strap unhooked. Today, it’s not cool to skip your colonoscopy.” A similar post read “Hey, class of ’93, do you remember rocking the high hair? It’s time for a colonoscopy.” Both posts included a link to a webpage where patients could learn why and how to schedule a screening.

Virtua Health reported the campaign increased colonoscopy leads by 68%.

Other Ideas

Need more inspiration? Try these options:

• Start a series called “Kids Explain It All.” Ask children for their take on aspects of medical care or healthy living. Accurate or not, their commentary will bring a smile to audiences’ faces.
• Demystify robotic surgery by filming a surgeon using the technology to carve a health-related jack-o-lantern or slice a Thanksgiving turkey. Bonus: Patients get to see that surgeons like to have fun, too.
• Rewrite the lyrics to a well-known melody, but with a healthcare message. Get out your camera to capture one or more of your most telegenic clinicians singing or dancing to the song. Music plus humor equals an unforgettable ad.

General Guidelines

Regardless of your comedic approach, you’ll set up your campaign for success by following these do’s and don’ts.

Do’s for Using Humor

• Do make it relatable: Address common healthcare concerns or experiences among your target audiences.
• Do educate: Use humor as a vehicle to deliver valuable health information or promote preventive care in a memorable way.
• Do test your content: Before launching a humor-based campaign, test it with a focus group to ensure it’s well received and not offensive.
• Do maintain professionalism: Keep the humor respectful and in line with the professionalism expected in the healthcare industry.

Don’ts for Using Humor

• Don’t disregard sensitivity: Avoid gallows humor that could be seen as making light of suffering or difficult situations.
• Don’t offend cultural sensibilities: Be aware of cultural differences, and avoid humor that different populations may misunderstand or find offensive. (Check out the research on differences in humor among different age groups and genders and various cultures.)
• Don’t oversimplify serious issues: Let’s say a hospital runs a mental health campaign. Maybe it creates a video where a character with a giant “mental health” eraser playfully wipes out their worries, fears, and stress. Though humor often uses exaggeration, this hypothetical video would come across as oversimplifying mental illnesses and treatment.
• Don’t neglect to track the campaign results: Establish objectives and success metrics before launch and monitor audience engagement throughout the campaign so you can adjust as needed.

Remember, the key is balancing comedy and sensitivity while maintaining the professionalism and trustworthiness your audiences expect. So, don’t be afraid to inject a little laughter into your healthcare marketing strategy. When used thoughtfully, it can be just what the doctor ordered.

Want Help with Your Campaign?

Ready to delight and educate your audiences but not sure where to start? Look no further than Geonetric! Connect with our team of expert digital marketers, content professionals, designers, and more to kickstart your campaign.

In a Nutshell: Enhancing the SEO for your healthcare website involves a dual approach: understanding the patient’s search behavior while also adhering to Google’s rigorous guidelines for health-related content. Dive in to discover all the valuable tips we have to offer!

Exploring the Top 10 SEO Strategies for Healthcare

Search engine optimization, or SEO, is a powerful tool for any business that operates online, and it’s especially crucial in a competitive field like healthcare. By employing strategic SEO techniques, your healthcare facility has the chance to outshine even larger, more well-established competitors. The result? You become more visible in online search results, drawing more potential patients to your services and expanding your reach in the medical community.

But, how can your organization harness SEO for better visibility online? Let’s find out. 

What is Healthcare SEO?

Healthcare SEO is the strategy that refines your website to rise to the top of search engine listings (like Google). Consider it the online counterpart to having a prime location for your clinic, hospital, or healthcare facility. By carefully selecting relevant keywords and crafting top-tier content, you simplify the process for potential patients seeking the services you provide. In short, it’s your tool for becoming the first choice when people look for healthcare options online.

Why Does SEO Matter in Healthcare?

SEO can be a game-changer for almost any business, but in healthcare, the approach can vary significantly depending on the type of service you offer. Whether you’re a physician, medical recruiter, or you’re in the medical equipment or software sector, search engine visibility is key. However, what succeeds for a medical equipment provider may not be effective for a general practitioner. 

This is because healthcare serves a mixed audience that includes both individual consumers (B2C) and other businesses (B2B), each with their own unique needs and search behaviors.

How Does Healthcare SEO Work?

Healthcare SEO works in several different ways, according to the patient or customer-base your organization needs to attract. Typically, your SEO strategy would run on either a localized or specialized strategy.

Local SEO is geared towards healthcare providers serving a specific geographic area, like clinics and local pharmacies. The focus here is on geographic keywords— think “dentist near me” or “urgent care in [City].” The goal is to pop up in local search results and Google Maps, often supported by a strong Google My Business profile and community reviews. Content usually leans into location-specific services, and you’ll likely find yourself creating blog posts about community health issues or local services.

On the flip side, specialized SEO targets a broader, often national or global audience looking for niche healthcare services. Keywords are more condition- or treatment-focused, such as “Laser eye surgery” or “cognitive behavioral therapy.” 

The aim is to establish authority in a specialized healthcare sector and to capture the attention of those searching for specific medical treatments or advice. Content often consists of in-depth articles or FAQs that address particular medical conditions or procedures. Both strategies have their merits, and the best fit will hinge on your healthcare organization’s unique objectives and target audience.

A third category, generalized SEO does exist, but is used to attract a wide audience by leveraging common search terms, generally high-quality content, and various technical improvements to the website.

Types of Healthcare SEO: The Nuts and Bolts

From local clinics to global telehealth services, and from patient-focused strategies to B2B solutions, each type of healthcare SEO is fine-tuned to reach specific audiences in unique ways.

To illustrate, let’s dive into the different flavors of healthcare SEO:

B2C (Business-to-Consumer) Healthcare SEO

Local SEO

• Who It’s For: Primary care clinics, local pharmacies, and dental practices
• What It Does: Targets geographical keywords to attract local patients Often involves managing online reviews and Google My Business listings
• Type: Local

Specialized or Condition-Specific SEO

• Who It’s For: Specialty practices like orthopedics, dermatology, or mental health services.
• What It Does: Focuses on condition- or treatment-specific keywords to pull in a more niche audience seeking specialized care.
• Type: Specialized

General Healthcare SEO

• Who It’s For: Hospitals and larger healthcare institutions offering a variety of services.
• What It Does: A broader approach that aims to rank for a wide range of services, from emergency care to maternity services
• Type: General but can be localized

Telehealth SEO

• Who It’s For: Telemedicine providers.
• What It Does: Targets broader, often non-geographical, keywords and emphasizes convenience and immediate care.
• Type: General or specialized

B2B (Business-to-Business) Healthcare SEO

Product-Centric SEO

• Who It’s For: Medical equipment suppliers, pharmaceutical companies.
• What It Does: Focuses on product-specific keywords that other healthcare organizations might use when searching for equipment or pharmaceuticals
• Type: Specialized

Solution-Oriented SEO

• Who It’s For: Healthcare software companies, consultancies
• What It Does: Aims to establish the company as a thought leader by creating content that solves industry-specific problems.
• Type: Specialized

Industry Authority SEO

• Who It’s For: Medical research organizations, educational platforms.
• What It Does: Creates in-depth, authoritative content to attract other businesses looking for data, research, or education in the healthcare sector.
• Type: Specialized

Whether local or specialized, the goal of all these SEO types is to make your healthcare services easily discoverable by the right people at the right time, thereby helping you serve your target audience more effectively.

Healthcare SEO VS ‘Pay-Per-Click (PPC)’

SEO and PPC are both digital marketing strategies, but they function differently. PPC is like a fast-track— you pay to get your site at the top of search results, but the moment you stop paying, you lose that prime spot. It can offer quick visibility but tends to be costly over time. SEO, however, is more like a long-term investment. You optimize your website so that it naturally ranks higher in search results. This strategy has dual benefits: it draws an audience that’s actually interested in your services and, once you’ve achieved high rankings, it becomes a more cost-effective way to maintain visibility.

So why is SEO often the better long-term option, particularly for healthcare providers? Healthcare decisions are major life events, and people are looking for providers they can trust. SEO allows you to become that trusted source over time. Google itself tends to prioritize SEO over PPC because its primary goal is to deliver the most relevant and high-quality content to its users. While paid ads can be relevant, they aren’t always viewed as the most credible sources. Organic search results earn their high rankings based on quality and relevance, aligning closely with what the searcher is looking for. This makes SEO a more sustainable and trustworthy approach for healthcare organizations aiming for lasting growth and patient engagement.

5 Key Benefits of SEO for Healthcare

If your practice isn’t optimized for search engines, you’re skipping a chance to connect with people actively looking for your services. While referrals still matter, online resources now outpace them as the go-to source for healthcare information. Achieving a top spot on the Search Engine Results Page (SERP) is crucial, as the lion’s share of clicks goes to the top five organic listings.

Let’s break down the benefits:

#1. Brand Visibility

Even if people don’t click on your link every time it appears, consistent presence in top SERP positions helps to cement your brand in the minds of potential patients.

#2. Cost-Effectiveness

While pay-per-click (PPC) advertising has its merits, it’s generally pricier than SEO in the long haul. Initial SEO efforts might require some investment, but once you’ve optimized your content, it continues to attract organic traffic and new patients at no additional per-click cost.

#3. Credibility and Trust

SEO not only puts you in front of your potential patients but also builds your brand’s authority. Google values user experience, so when your site sees high engagement, it’s a signal that you’re a trusted, authoritative source in the healthcare field.

#4. Improved User Experience

One often overlooked benefit of SEO is the positive impact it has on user experience. When your website is well-organized, with clear navigation and high-quality, relevant content, it’s not just search engines that notice—patients do, too. A user-friendly site can significantly enhance patient satisfaction, encouraging them to not only choose your services but also return in the future and possibly refer others. In the healthcare sector, a positive user experience can go a long way in establishing long-term patient relationships.

#5. Quality Leads

By using SEO, you can directly target people who are interested in your services. When someone types “primary care near me,” your well-optimized site can pop up, connecting you with patients genuinely in need of what you offer. This significantly increases the likelihood of engagement and conversion.

By investing in SEO, you’re not just aiming for visibility; you’re building a trustworthy, patient-centric online presence that can pay dividends in the long run.

Top 10 SEO Strategies for Healthcare (and How to Get Started)

Harnessing the power of SEO is essential for healthcare organizations to thrive in an increasingly digital world. Not only can a robust SEO strategy elevate your web presence, but it can also establish your healthcare facility as a go-to resource for quality care.

Let’s dive into 10 SEO strategies that can significantly impact your online visibility and patient acquisition:

#1｜Keyword Research

Knowing what terms your potential patients use when they search for healthcare services online is more than just a starting point; it’s the foundation on which you’ll build your entire SEO strategy.

• Where to start: Utilize sophisticated keyword tools like SEMrush or Ahrefs to perform in-depth research. These tools provide insights into keyword competition, search volume, and seasonal trends. Incorporate the discovered keywords into various elements of your site, including titles, headers, and body content.

#2｜Valuable Content

Top-notch content can set you apart as an industry leader, someone prospective patients can trust for reliable, high-quality healthcare.

• Where to start: Consider hiring a team of specialized healthcare writers and marketers to create insightful articles, blogs, and even video content. These should address patients’ concerns, explain complex procedures, and provide actionable tips for better health.

#3｜Go Local When You Can

For healthcare services, local SEO is king. Patients usually look for convenient locations, and Google algorithms prioritize local businesses when search queries include “near me” or similar phrases.

• Where to Start: Beyond claiming your Google My Business listing, ensure that your NAP (Name, Address, Phone Number) information is consistent across all platforms. This consistency boosts your ranking in local search results.

#4｜Mobile Optimization

A website that’s cumbersome to navigate on a smartphone will turn away potential patients, even if it looks fantastic on a desktop.

• Where to Start: Utilize Google’s mobile-friendly testing tools and, if necessary, consider redesigning your website using a mobile-first approach. Remember, search engines give preference to mobile-optimized websites.

#5｜Meta Descriptions and Title Tags

These tiny pieces of text can be powerful conversion tools when crafted carefully, serving as your first point of interaction with potential patients on search engine result pages.

• Where to Start: Ensure each webpage has a unique title tag and meta description that include target keywords. These should be compelling enough to encourage clicks but straightforward enough to set the correct expectations.

#6｜Backlink Building

Quality backlinks not only drive traffic but also act as endorsements from other credible websites, further enhancing your site’s authority.

• Where to Start: Engage in partnership programs, write guest articles for renowned health publications, or sponsor local events to get high-quality backlinks.

#7｜Technical SEO

This deals with the more complex, backend elements that search engines consider when ranking websites. These are often overlooked but can significantly impact your site’s performance.

• Where to Start: Use tools like Google Search Console to identify issues like 404 errors, broken links, or slow page speeds and address them promptly.

#8｜Social Media Integration

Being active on social media not only boosts your online visibility but also enriches your patients’ engagement, providing additional channels to share your high-quality content.

• Where to Start: Ensure your website includes social sharing buttons. Regularly post updates that add value to your audience and interact with comments to foster community engagement.

#9｜Voice Search Optimization

As smart speakers become more popular, optimizing for voice search can give you an edge over competitors who are yet to adapt to this growing trend.

• Where to Start: Voice searches are often more conversational and question-based. Include FAQs on your site that answer common questions people might vocalize to a voice assistant.

#10｜Monitor and Analyze 

You can’t manage what you don’t measure. Regular monitoring helps you understand what’s working, what’s not, and how best to allocate resources for continuous improvement.

Where to Start: Set up a dashboard using Google Analytics or a similar tool. Monitor KPIs like organic search traffic, page load times, and conversion rates to continually refine your SEO strategy.

These strategies are designed to help your healthcare organization effectively navigate the intricate digital landscape, ensuring you don’t just survive but thrive in this ever-evolving marketplace.

Pop quiz: Should patients take aspirin to prevent a first heart attack or stroke? Is it a good idea to get a screening for carotid artery stenosis? What age should most people start getting colorectal cancer screenings?

The answers, according to the U.S. Preventive Services Task Force (USPSTF) as of October 2023: It depends, no, and 45 years old.

Did you get all those questions right? If so, congratulations! If not, you could hardly be blamed. The USPSTF updated all those guidelines within the last three years—when health systems were focusing on the COVID-19 pandemic. Many people likely still have in mind the preventive care advice they got in the previous decade.

The good news: As a healthcare marketer, you still have plenty of opportunities to get the word out about the changes. By updating your website content, publishing a blog post, or reaching out on social media, you’ll not only reinforce your authority as a trustworthy partner in your audiences’ health. You’ll also encourage visits to your health system.

Let’s review those previously mentioned recommendations in detail and explore a few other changes that might need more attention.

Some Preventive Care Guidelines That Have Changed Since 2020

If your organization’s website includes information about the following topics, take a moment to make sure the content is up to date—if you haven’t already.

Starting Aspirin Use to Prevent a First Heart Attack or Stroke

In April 2022, the USPSTF published a final recommendation on aspirin use [PDF] to prevent heart disease and stroke, also known as cardiovascular disease (CVD). People ages 40 to 59 who are at higher risk for CVD and don’t have a history of CVD should decide with their healthcare professional whether to start taking aspirin to prevent a first heart attack or stroke. People aged 60 or older shouldn’t start taking aspirin to prevent a first heart attack or stroke.

Colorectal Cancer Screening Starting Age

In May 2021, the USPSTF published a final recommendation on screening for colorectal cancer [PDF]. The Task Force now recommends that screenings start at age 45. (See how one health system found a funny, effective way to get the word out about this age change.) The Task Force continues to strongly recommend screening people who are 50 to 75 years old. For adults 76 to 85, the Task Force continues to recommend that the decision to screen be made on an individual basis.

These final recommendations all apply to adults who don’t have:

•  Symptoms of colorectal cancer
•  Personal history of colorectal polyps
• Personal or family health history of genetic disorders that increase the risk of colorectal cancer

Lung Cancer Screening

People ages 50 to 80 should get a yearly screening using a low-dose computed tomography (CT) scan if they’re at high risk for lung cancer due to their smoking history.

In this final recommendation issued March 2021 [PDF], the Task Force made two changes that nearly doubled the number of people eligible for lung cancer screening:

1. The Task Force now recommends that people start screening at age 50, rather than 55.
2. This recommendation reduces the pack-years of smoking history that make someone eligible for screening from 30 pack years to 20. (Twenty pack years could mean one pack of cigarettes per day for 20 years or two packs per day for 10 years.)

Carotid Artery Stenosis Screening

Screening for carotid artery stenosis isn’t recommended in people without signs of a blocked artery in the neck, the USPSTF said in February 2021.

This final recommendation [PDF] applies to adults without a history of stroke, a transient ischemic attack, or other stroke symptoms. The screenings don’t prevent strokes for these adults, but healthy lifestyle choices do. So, advise your audiences to:

• Control high blood pressure and cholesterol
• Maintain a healthy weight
•  Stay physically active
• Eat a healthy diet
• Avoid smoking

Cervical Cancer Screening

In July 2020, the American Cancer Society made two major changes to its cervical cancer screening guidelines for people at average risk of the disease. One is to start screening at a slightly older age, and the other is to preferentially recommend a type of screening called an HPV test. The society now says:

• Cervical cancer testing (screening) should begin at age 25.
• Those aged 25 to 65 should have a primary HPV test every five years. If primary HPV testing is not available, screening may be done with either a co-test that combines an HPV test with a Pap test every five years or a Pap test alone every three years.

(The USPSTF is in in the process of updating its cervical cancer screening recommendations.)

Hepatitis C Screening

In March 2020, the USPSTF announced it recommends screening all adults ages 18 to 79 for hepatitis C [PDF]. Hepatitis C is a viral infection of the liver and is associated with more deaths than the top 60 other reportable infectious diseases combined. Yet many people who have hepatitis C don’t know they have it. Screening is key to finding this infection early when it’s easier to treat and cure.

Advise patients to ask their doctors about this simple blood test at their next checkup.

Want Help Raising Awareness?

Geonetric’s content marketing specialists and SEO experts can help you plan, create, and optimize content to keep your audiences informed. Connect with our team to get started today.

The healthcare sector is a competitive landscape where providers vie for patients’ attention and loyalty. It’s important to take a multifaceted approach to patient acquisition that will direct potential clients to your services in an ethical, long-lasting way. 

This means, you’re not just looking for new patients, you’re looking to build new relationships based on mutual trust. But how can a patient recruitment strategy help? Let’s find out. 

Why is a Patient Recruitment Strategy Crucial?

Having a robust patient recruitment strategy is not just an added bonus; it’s a necessity. The longevity and success of healthcare organizations heavily depend on a steady inflow of new patients, as well as the retention of existing ones. Given the countless options available to consumers for healthcare services, standing out in a crowded marketplace has never been more challenging.

Patient recruitment is more than just filling immediate vacancies in appointment slots; it’s about building a sustainable, long-term business model. A well-thought-out recruitment strategy can help healthcare organizations to:

✓ Identify Target Audiences: Understand who needs your services and how best to reach them.

✓ Allocate Resources Efficiently: Direct your marketing and operational efforts where they will have the most impact.

✓ Build Brand Awareness: Increase the visibility of your organization within both local and broader communities.

✓ Measure Success: A strategy provides a framework for setting measurable goals and KPIs, helping organizations to continually refine their efforts.

Relationship-Building is Key

Remember, in healthcare, it’s not just about providing a service; it’s about building a connection. Patients are on the lookout for more than just medical expertise— they want to feel understood, valued, and cared for. So when we talk about crafting an effective patient recruitment strategy, it’s essential to center it around these relational touchpoints. 

When patients feel like they’re more than just a name on a chart, they’re not only more likely to stick with you, but they’re also more inclined to sing your praises to friends and family. Word-of-mouth and positive reviews are gold in any business, healthcare included.

Here are a few more reasons why relationship-building should take precedence in your patient recruitment strategy:

✓ Patient Retention: It’s generally more cost-effective to retain an existing patient than to acquire a new one. Long-term relationships lead to repeat visits and sustained revenue.

✓ Word-of-Mouth Referrals: Satisfied patients who have built a strong relationship with a healthcare provider are more likely to recommend the service to friends and family.

✓ Improved Patient Experience: When healthcare organizations focus on relationships, they are more attuned to patients’ needs, leading to better services and improved patient experiences.

✓ Trust and Credibility: Building a relationship fosters trust. In healthcare, trust is crucial—not just for patient satisfaction but also for effective diagnosis and treatment.

✓ Ethical Considerations: Healthcare is an ethically-driven field. Focusing on long-term patient well-being aligns with the ethical responsibility of healthcare providers to do no harm and provide the best possible care.

✓ Community Engagement: A relationship-centric approach often involves engaging with the broader community, which not only brings in new patients but also establishes the healthcare organization as a pillar in the community.

Therefore, while immediate revenue generation is important for survival, the aim should be to cultivate relationships that yield long-term dividends, both for the organization and its patients. Investing in a robust patient recruitment strategy and focusing on relationship-building can offer healthcare organizations a competitive advantage that pays off far into the future.

15 Best Practices to Attract New Patients

Whether you are a solo practitioner, a specialized medical clinic, or a part of a broader healthcare system, these strategies can be tailored to fit your needs.

1. Build a Robust Content Library: Develop a rich variety of healthcare-related content that informs, educates, and engages potential patients. Whether it’s blog posts, eBooks, or webinars, quality content can help establish your organization as a thought leader in the healthcare sector.
2. Community Partnerships and Sponsorships: Collaborate with local organizations or events to sponsor activities, such as health fairs, charity runs, or blood drives. This increases your visibility in the community and can lead to organic patient referrals.
3. Create Educational Videos: Implement a video marketing strategy to offer educational content. Options include patient testimonials, introductory videos featuring staff, or videos that help people understand common health conditions.
4. Deploy Targeted Social Media Campaigns: Harness the power of social media platforms to reach potential patients. Create posts that are a mix of promotional and educational, emphasizing your expertise in the field.
5. Design Engaging Display Ads: Invest in display ads that appear as banners or sidebars on relevant websites. These ads can be tailored to target specific demographics or behaviors, ensuring they reach the right audience.
6. Enable Streamlined Online Appointment Scheduling: Incorporate easy-to-use forms for self-scheduling appointments, and make sure your contact information is clearly visible.
7. Enhance In-Clinic Experience: An exceptional in-clinic experience can make a significant impact. Satisfied patients are more likely to refer friends and family, serving as an offline lead generation tool.
8. Host Community Health Forums: Organize health forums or informational sessions in your local community. These sessions provide an opportunity for community members to meet healthcare providers and receive valuable information, while you get to showcase your services.
9. Implement a Chatbot for 24/7 Customer Support: Incorporate a chatbot on your website to provide real-time support. This can answer common questions, guide visitors, and simplify the appointment scheduling process.
10. Leverage Paid Search Campaigns: Paid search puts your name at the top of search engine result pages, helping you bypass the organic search competition. This can be an effective way to capture potential patient attention.
11. Opt for Guaranteed Patient Leads: Consider buying pre-qualified patient leads from reliable providers. This strategy allows you to allocate your internal resources to other activities, such as patient retention.
12. Optimize for Local SEO: Make sure your practice shows up in local search results by optimizing for local SEO. This ensures that when people search for healthcare services near them, your practice is one of the first they see.
13. Regularly Update Online Reviews: Encourage satisfied patients to leave positive online reviews. This enhances your digital reputation, as a majority of patients check online reviews before choosing a healthcare provider.
14. Traditional Media Outreach: Don’t neglect traditional offline marketing channels like TV, radio, and print ads. These methods are still effective for certain target demographics.
15. Utilize Email Marketing: An effective email marketing strategy can help you stay on top of mind with potential and existing patients. Send out newsletters, updates, and special offers to engage with your audience.

Lastly, healthcare decisions often involve significant emotional and physical stakes; hence, the trust built through a strong relationship is crucial for both patient satisfaction and effective treatment.

Choose Partners Carefully 

Even with an in-house marketing team, achieving your patient acquisition targets can be an uphill battle. In such cases, external expertise can be invaluable. Specialized service providers in healthcare marketing bring with them a wealth of industry-specific knowledge and tools that can give your strategies the edge they need.

For example, advanced analytics can offer insights into patient demographics and behavior, data-driven targeting can optimize your ad spend, and specialized healthcare CRM systems can improve patient engagement. Specialized providers can serve as an extension of your own team, bringing in complementary skills that boost the effectiveness of your patient acquisition efforts.

As the digital engine behind 500+ healthcare websites and intranets, Geonetric understands the importance of building relationships with patients and communities. We’re here to help you build the most effective patient recruitment strategy for your organization’s needs. 

Telemedicine has simply exploded in the last few years, no doubt due in large part to the COVID-19 pandemic and the resulting boom in home-based commerce. No matter if your organization is opting for telemedicine out of necessity or as a matter of convenience— or even if your team depends on specialists via telemedicine equipment to deliver specific healthcare services—the way you market this service line directly influences its value to your patients.

So, what’s the best approach for your organization to harness telemedicine marketing to improve your patient’s experience? Before we get into the particulars, let’s go over the basics first. 

What is Telemedicine?

Telemedicine is more than a technological tool; it’s a bridge connecting patients to accessible, cost-effective, and engaging healthcare. Since it first emerged on the scene in the 1950s, telemedicine has continually grown and evolved, opening the doors to virtual visits for people almost everywhere.

To simplify things, essentially, there are three main kinds of telemedicine:

• Interactive Medicine: Sometimes known as “live telemedicine,” this is when you chat with your healthcare provider in real-time, much like a virtual house call.
• Remote Patient Monitoring: This form of telemedicine empowers healthcare providers to keep tabs on your health remotely. By using handy medical devices, you can gather essential data like blood pressure and blood sugar levels and share it with your provider.
• Store and Forward: This type involves inputting your health information, which is then shared with a provider and reviewed at their convenience, not necessarily in real-time.

With telemedicine, healthcare providers and patients share information in real-time through video chats that take place on the screens of internet-enabled devices. This setup lets healthcare professionals collect readings from medical devices, even if they’re not in the same location. This data can then be used to diagnose and treat patients, no matter where they happen to be. It’s healthcare that goes where you go.

How Does Telemedicine Work?

Telemedicine lets patients converse in real-time with a healthcare provider about their symptoms, health concerns, and more. Be it through video calls, online portals, or emails, patients can receive diagnoses and discuss their treatment options. And when it comes to prescriptions, they’re just a click away with electronic delivery. Moreover, if needed, providers can remotely monitor data from medical devices, ensuring a steady hand on the pulse of a patient’s health.

Telemedicine isn’t some futuristic concept; its origins can be traced back to the humble landline telephone. As technology has raced forward, telemedicine has kept pace, blossoming into a myriad of services delivered in diverse ways. Today, this includes online portals, video software for remote check-ups, and handy apps offered by telemedicine service providers like PlushCare, MDLive, and Teledoc. 

What’s the Difference Between Telemedicine and Telehealth?

While the terms “telemedicine” and “telehealth” may seem identical at first glance, they carry unique meanings in the context of healthcare delivery.

Telemedicine leverages technology to forge a virtual bridge between healthcare providers and individuals seeking medical services. It provides the flexibility for patients to receive care without the need for an in-person visit to a medical facility.

In contrast, telehealth is more of a supportive instrument, rather than a standalone service. It’s an approach designed to enhance patient care and physician education. Telehealth’s reach extends beyond the realm of telemedicine to encompass nonclinical aspects of care. This broader spectrum includes scheduling appointments, ongoing medical education, and the training of physicians. Telehealth, therefore, offers a comprehensive solution, connecting various dots in the healthcare landscape.

Now that we’ve covered the basics, let’s discuss the benefits of telemedicine and how to market your services effectively?

The Top 10 Benefits of Telemedicine for Healthcare

Telemedicine is emerging as a key player in the modern healthcare scene, knitting together the best of technology with medical care. It’s transforming the way healthcare providers and organizations operate, forging a new path that’s more patient-centric and efficient. 

Here are 10 compelling benefits that telemedicine brings to healthcare providers and organizations:

1. Reaching Beyond Borders: No longer restricted by geography, healthcare providers can now reach patients in remote locations. Whether in rural communities or busy urban centers, telemedicine makes healthcare accessible and timely, even for specialized services.
2. Building Patient Relationships: Simplifying the appointment process, telemedicine encourages patients to engage more with their healthcare. This ease of access strengthens patient-provider relationships and ensures a more committed adherence to treatment plans.
3. Economical Approach: Telemedicine helps in cutting down on unnecessary expenses like travel costs for regular check-ups or non-urgent ER visits. For healthcare providers, it translates to reduced overhead and better management of resources.
4. Work-Life Harmony: Healthcare providers can now find a balance between professional commitments and personal life, thanks to telemedicine. The flexibility to consult from anywhere enables a more relaxed approach to daily schedules.
5. Revenue Growth: Fewer missed appointments and the ability to reach more patients amplify revenue opportunities for healthcare organizations. It also helps in attracting a broader patient base, drawn to the convenience of virtual consultations.
6. Uninterrupted Care: The continuity of care is vital, and telemedicine ensures that patients can have regular follow-ups without any hindrance. This is particularly crucial for ongoing treatments like chronic disease management.
7. Enhanced Patient Health: The ease of regular virtual check-ins means that health issues can be detected and managed promptly. This proactive approach leads to healthier patients and more satisfactory outcomes.
8. Streamlined Data Management: Telemedicine easily meshes with existing healthcare data systems, allowing for more intelligent and effective use of patient information. This integration aids decision-making and enhances the overall treatment process.
9. Satisfied Patients: Telemedicine’s ability to provide care at a patient’s convenience can significantly boost satisfaction levels. It offers the luxury of quality healthcare without the need to travel or adjust daily routines.
10. Public Health Insights: Beyond individual care, telemedicine provides valuable insights into broader health trends. It’s like a pulse-check on the community’s health, offering real-time data that can guide public health policies and interventions.

Ultimately, patients looking for services in the post-pandemic healthcare landscape have already become accustomed to in-home consultations and appointments. This is why meeting that increasing demand is absolutely critical for many healthcare organizations. After all, if your organization fails to meet consumer demand, a competitor likely will. 

That said, in order to ethically and effectively market telemedicine services to your patients, transparency is key. 

10 Potential Challenges for Marketing Telemedicine

No matter how ethical, secure, or innovative telemedicine can be, every organization has its own specific needs and concerns. What works for one healthcare entity might not work for another, and so on.

Here are 10 hurdles that healthcare organizations might encounter:

1. Mastering the Technology: The first step to telemedicine is often the biggest hurdle. Learning to use the technology can be daunting for both providers and patients. It’s crucial to ensure user-friendly platforms and provide adequate training.
2. Building Online Trust: Healthcare is a matter of trust. Shifting from in-person to virtual consultations might cause apprehension among patients. Emphasizing the privacy and security measures is key to building trust in this new medium.
3. Navigating Legal Landscape: Telemedicine is subject to local and national regulations, such as HIPAA, which can be complex and variable. Adhering to these rules while marketing and providing services requires an in-depth understanding of the legal landscape.
4. Dealing with Insurance Coverage: It’s not always black and white whether telemedicine services are covered by insurance providers. Clear communication about insurance coverage is necessary to prevent confusion and frustration among patients.
5. Standing Out in the Crowd: As more healthcare organizations offer telemedicine services, differentiating your services becomes a challenge. Crafting a unique selling proposition and conveying it effectively is vital to attracting patients.
6. Marketing Quality Care: There might be a perception that virtual consultations compromise care quality. Healthcare organizations need to highlight their commitment to delivering high-quality care, irrespective of the medium.
7. Setting the Boundaries: While telemedicine is a great advancement, it isn’t a cure-all solution. Organizations need to set clear expectations about when telemedicine is appropriate to prevent its misuse or overuse.
8. Identifying the Target Audience: Not every patient demographic may benefit from or adapt to telemedicine. Recognizing and reaching out to the population segments that will most benefit from telemedicine is a considerable challenge.
9. Overcoming Connectivity Barriers: Reliable internet is the lifeline of telemedicine. In regions with poor connectivity, especially rural or underserved areas, the effectiveness of telemedicine can be severely hampered, despite these regions being the ones who need it the most.
10. Maintaining a Personal Touch: In the shift to virtual care, maintaining a personal connection with patients can be a tough task. Healthcare organizations must demonstrate that empathy and personal care are integral to their telemedicine services.

Implementing and marketing telemedicine is a demanding task, but it’s a journey worth undertaking. It’s essential to use this information to hone in on your company’s priorities to promote the best possible telemed platform for your organization.  

10 Steps for Successful Telemedicine Marketing

Breaking into the world of telemedicine is a lot like venturing into uncharted territory, full of opportunities and challenges. It calls for a well-thought-out strategy and meticulous implementation. 

To that end, here is a 10-step blueprint to steer your healthcare organization towards the successful marketing of your telemedicine services:

1. Identify Your Target Audience: Understand who would benefit most from your telemedicine services. It could be patients from rural areas, the elderly, working professionals, or others. Tailor your marketing strategies to resonate with your audience’s unique needs and preferences.
2. Craft a Value Proposition: Clearly articulate what sets your telemedicine services apart from others. Focus on the unique benefits your services provide, such as special features, outstanding provider expertise, or exceptional patient experience.
3. Build a Robust Online Presence: Invest in a user-friendly website and engage actively on social media platforms. Regularly share informative content about telemedicine and its benefits to educate and attract potential users.
4. Leverage SEO and PPC: Use search engine optimization (SEO) and pay-per-click (PPC) advertising to boost your visibility on search engines. Optimize your content with relevant keywords to reach people looking for telemedicine services.
5. Use Email Marketing: Send regular newsletters and updates about your telemedicine services to your existing patient base. Highlight patient testimonials and positive experiences to build trust and encourage adoption.
6. Partner with Influencers: Collaborate with healthcare influencers who can endorse your telemedicine services. Their audience trusts their opinions, making it an effective way to gain visibility and credibility.
7. Hold Webinars and Virtual Events: Organize online events to inform patients and other stakeholders about your telemedicine services. Use these platforms to address concerns, answer questions, and showcase how your services work.
8. Offer Video Tutorials: A video tour of your telemedicine services can take the mystery out of what to expect, making patients more comfortable with the idea of remote healthcare, and familiarizing them with the technology, products, and services you provide without asking them to commit all at once. This is an effective way to show patients that they can get care at their convenience, with the same level of care and service they’ve come to expect from your organization.
9. Track and Analyze Performance: Monitor your marketing efforts regularly using analytics tools. This can help you understand what’s working, what’s not, and how you can improve your strategies for better results.
10. Iterate and Improve: The world of telemedicine is dynamic and fast-paced. Continuously update your marketing strategies based on changes in technology, patient behavior, regulations, and competitive landscape to stay ahead of the curve.

Remember, the key to a successful telemedicine marketing strategy lies in understanding your audience, communicating your value effectively, and continuously optimizing your strategies based on insights and industry trends.

Need Help With Your Organization’s Marketing Plan?

Ready to embark on your telemedicine journey but not sure where to start? Look no further than Geonetric! Connect with our team of expert digital marketers, content professionals, designers, and more to kickstart the creation of your exceptional telemedicine experience.

Adopting Telemedicine & Telehealth

Telemedicine uses advanced, secure technology (telehealth) to give patients virtual access to health care services, including diagnosis and treatment, regardless of where they’re located. The benefits are clear: it’s convenient for patients and providers, it expands and improves access to health care (especially for people who live in rural areas or have other barriers to getting timely attention), and it has the potential to save U.S. patients and health systems billions of dollars annually.

Why Content is Critical

Promoting your telemedicine services should take a well-rounded approach, and part of that is optimizing your website copy. Comprehensive content helps your users understand the benefits of using telemedicine services and underscores your organization’s commitment to providing high-quality care to all patients where and when they need it.

Develop content about telemedicine services that guides and educates your users. That means if you offer e-visits, explain how and when to use the service, or if your providers can remotely access specialists for their guidance, explain what that looks like in terms of what the patient will experience. When patients know what to expect, it increases:

• Adoption/use of the services
• Comfort level with their experience
• Overall satisfaction and engagement with their care
• Trust of and loyalty to your brand and providers

What to Include

Increase user understanding (and boost SEO with keyword-rich copy) by listing:

• Benefits of telemedicine
  • Increased patient convenience and comfort
  • Cost savings of no travel time
  • Access to experts
  • Secure technology that supports patient privacy
• Most common conditions and symptoms you treat through telemedicine
• Services you’re able to offer through a telemedicine visit
  • Diagnosing a health concern
  • Prescription filling and refilling
  • Providing answers to a medical question
  • Follow-up visits
  • Monitoring and management of chronic conditions
  • Referrals to or guidance from a specialist or other health care providers

Answer common questions you receive from patients about your telemedicine services, such as “is my personal health information kept safe?,” “how do I schedule an appointment?”, and “what does it cost?”

Writing About E-Visits

If your organization provides urgent care e-visit services, patients want to know:

• Availability and scheduling of the e-visit service (evenings/after hours, weekends, holidays, etc.)
• Technology needed to access the service, including internet connection
• Who is able to access e-visits (current/existing patients, or if the service is available to anyone)
• How to register or sign in, and what patient information is needed
• Cost and insurance information
• Terms and conditions, including privacy and security information

When to Choose an E-Visit

Make sure your content helps your target audience understand when a telemedicine appointment is the right choice to meet their health care needs, saving them time and money. Ensure your content describes the proper use of those services versus when in-person visits for urgent or emergency care are the better choice. Your telemedicine content can cross-link to these services on your website if your organization offers them.

Get Help from Healthcare Writers

Turn to Geonetric’s team of content strategists and writers for assistance to write SEO-friendly content about your telemedicine services, weaving your competitive differentiators and brand messaging into your copy.