3 Key Components of a Successful Patient Acquisition Marketing Strategy

In the current healthcare environment, clinics and hospitals need to have effective strategies in place to attract new patients. Gone are the days when patients will walk through your door just by existing.

Furthermore, the COVID-19 pandemic has significantly impacted the healthcare industry and accelerated the adoption of digital solutions. These events made it even more urgent for healthcare providers to find ways to get noticed and bring in new patients. With increased competition and rapid changes in the business side of healthcare, these institutions need to focus on innovative ways to improve patient acquisition.

In the following sections, we will explore the best patient acquisition marketing strategies to fuel growth for your healthcare business.

1. Leverage Local SEO

For healthcare facilities that want to attract new patients, mastering Local SEO is a “can’t miss” patient acquisition strategy. For the uninitiated, local SEO refers to the process of optimizing your online presence to appear in local search results – preferably on the first page. This is important since the #1 search result has a click-through rate of 27.6% and is ten times more likely to receive a click than the #10 result.

For instance, suppose a healthcare clinic located in Austin aims to improve its local SEO. In that case, when someone within the vicinity searches for “health clinics near me” or “best doctors in Austin,” this clinic is more likely to appear at the top of the search results.

Below are some of the best strategies to optimize for local SEO in healthcare:

  • Local Citations/Listings: Register your healthcare practice on multiple sites beyond Google Business Profile and Facebook, like ZocDoc, Healthgrades, and Vitals. Please provide accurate information and ensure each location has its listing with up-to-date business name, address, and phone details.
  • Google Business Profile (GBP): A well-managed GBP is a must-have because it’s considered one of the most important elements for ranking in Google’s local pack. Set it up with accurate information, and keep it active with regular updates, photos, videos, and responses to reviews and frequently asked questions.
  • Location-specific Pages and Content: Create individual web pages for each location. These location pages must be user-friendly and search-optimized, with relevant keywords and clear, distinct URLs.
  • Locally Relevant Backlinks: Gain backlinks from authoritative local websites. This can be done through health directories, news outlets, educational institutions, and community forums.

2. Enhance Search Visibility with Google Ads

Boosting search visibility with Google Ads is another quintessential patient acquisition strategy in healthcare. Waiting for a long-term SEO strategy to yield results is out of the question for many healthcare businesses. This is where paid search through Google Ads comes into play because it complements your SEO efforts and is still the fastest way to generate patient leads.

The following are the key aspects of Google Ads with regard to patient acquisition:

  • Immediate Impact: Unlike SEO, which may take months to show results, Google Ads can quickly dominate search engine result pages (SERPs), essentially putting your healthcare business in front of patients who need your services.
  • Strategic Configuration: Properly configured PPC advertising can immediately generate leads. For example, an ad for a competitive local keyword can appear above organic results, providing instant visibility while continuing to enhance organic rankings.
  • Evolving Practices: Google’s machine learning and AI have forever changed PPC marketing. Modern campaigns need to be more dynamic and can engage audiences with tailored solutions at the right moment.
  • Broad Match and Automation: The move towards using broad match types in campaigns and the integration of AI and automation are reshaping how Google Ads function, so you’re not stuck in implementing traditional exact match strategies.
  • Responsive Search Ads (RSAs): RSAs have become the default, replacing traditional expanded text ads. They offer more relevance in ad copy and can significantly improve campaign performance.
  • Performance Max Campaigns: This new approach allows buying across multiple channels, including YouTube and Google Search. This is particularly beneficial for local healthcare campaigns to attract new patients.

Through these strategies, healthcare providers can use Google Ads to enhance their online visibility, attract more patients, and maintain a much-needed competitive edge in the healthcare space.

3. Consider Paid Social Media

Leveraging social media for healthcare marketing goes beyond creating accounts and posting on popular channels. Using paid social media for patient acquisition more than makes sense, but only after you’re done building a solid SEO and PPC foundation. Below are some of the ways paid social media can work for you:

  • Targeted Approach: It’s important to be selective and judicious with your budget on platforms like Facebook and Instagram. These platforms offer various ways to engage with the audience but can quickly drain your marketing resources if not done right.
  • Engaging Content: By regularly posting diverse content such as educational videos, facility tours, testimonials, and more, healthcare providers can spark meaningful engagement and increase brand awareness.
  • Performance Marketing and Branding Combination: Just showing up on social media isn’t enough. Combine performance marketing with branding to drive more patients toward your doorsteps.
  • Full-Funnel Facebook Ads Strategy: Facebook ads can yield faster results than SEO. This is because Facebook ads follow a “full-funnel” approach, where the advert’s message is tailored at each stage of the customer’s journey, from initial interest to final decision-making. This solution can do wonders for decreasing your cost per acquisition (CPA).

When used strategically, paid social media can be a powerful tool in a healthcare provider’s patient acquisition marketing arsenal.

The Right Strategies Will Boost Patient Acquisition

Ultimately, the key to driving growth in your healthcare organization lies in consistently meeting your patient’s needs. This patient-centric approach in healthcare marketing ensures tailored services, builds trust, improves health outcomes, and fosters long-term patient relationships. Need help with crafting patient acquisition marketing strategies? Partner with Cardinal Digital Marketing, and we will help you create a fully realized healthcare growth strategy.

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