A healthcare marketing company offers a variety of services to increase the organization’s online visibility, improve reputation, and build authority in the field.
The services of healthcare marketing companies include but are not limited to:
- Content marketing: An umbrella term for marketing tactics relying on strategic content creation and management. This includes writing blogs, web copy, newsletters, and downloadable resources like healthcare case studies, brochures, and eBooks. It also involves putting together videos, podcasts, and other content types that reinforce credibility via knowledge-sharing.
- Social media marketing (SMM): Healthcare marketing agencies optimize following and engagement on social networking platforms with a mix of organic and paid campaigns. They understand and comply with the platforms’ rules on the promotion of healthcare products or services, enabling them to provide better customer support.
- Email marketing: It leverages newsletters sent to existing and prospective clients to keep them engaged and updated with the healthcare company’s latest promotions. This is an efficient way to increase web traffic, grow the brand presence, and generate return on investment (ROI).
- Pay-per-click and search engine optimization (PPC and SEO): These strategies use on-page, off-page, and technical SEO, as well as paid advertising to improve a company’s location-based ranking. They help position the site and web pages atop search engine results pages (SERPs). As a result, the companies see a surge in web traffic, leads, inquiries, and appointments.
Pomona Valley Health Centers (PVHC), a Southern California-based healthcare provider, was in a highly competitive market. When it experienced brand confusion and a limited marketing presence, it turned to a healthcare digital marketing agency, Healthcare Success, for a comprehensive strategy focused on branding, paid search, and targeted advertising.
Healthcare Success implemented these solutions:
- Branding: It created a sub-brand for PVHC’s ambulatory clinics to establish a stronger and more consistent brand identity. This included brand and logo development, a new PVHC website linked to the main hospital’s site, and the creation of branded materials and videos.
- Paid search strategy: This involved enhancing campaign structures, optimizing keyword use, and dominating local paid search within a 5-10-mile radius around PVHC’s locations. The team implemented custom dashboards and reports for continuous analysis and optimization.
- Campaign allocation: The paid digital budget was strategically allocated to four campaigns for the brand, Urgent Care, Rotating Doctor, and other Priority Service Lines. Ad scheduling was applied to shift the budget to days with lower traffic.
The implemented solutions led to significant positive outcomes for PVHC:
- New patient volume: The client experienced a 62% increase in leads year-over-year (YoY).
- Cost efficiency: The cost per conversion decreased by 37% YoY, indicating improved efficiency in acquiring new leads.
- Increased engagement: Clicks saw a 53% increase, and impressions rose by 44% YoY, demonstrating increased engagement with the target audience.
- Conversion rate: The conversion rate nearly doubled the industry benchmark, reaching 15.25%, reflecting the effectiveness of the marketing strategies.
- Cost-per-click (CPC): CPC was reduced to close to $1, significantly lower than the industry benchmark of $4.18.
- Click-through rate (CTR): The CTR surpassed the industry benchmark, reaching an impressive 16.39%.
