Healthcare marketing is crucial for providers because people search online for doctors, dentists, hospitals, surgery, medication and insurance now more than ever.

Healthcare has always remained a competitive industry. Even more so now that 81% of people search online for a product or a service daily.

When consumers have many options from which they can choose, it can be hard for organisations to stand out.

The Importance of Healthcare Marketing

As the internet expands and Google continues to dominate the search engines, it becomes clear that healthcare marketing needs be taken seriously.

According to Google health vice president, 7% of their daily searches are health-related.

Any medical practice that wants to reach people has to invest in healthcare marketing, and by that, we mean the digital form.

In today’s digital age, traditional marketing channels are no longer as effective as they once were.

Digital marketing strategies focus on SEO, ads, analytics, social media and more.

Some techniques are prioritised over others based on industry, location, budget, audience and more.

When it comes to healthcare marketing, it is not just about selling. The online space has to be used carefully to put emphasise on care and compassion.

1. Responsive Website

A responsive website is a no brainer, but even more important in healthcare marketing.

Websites must be responsive and what we mean by that is they need to load fast and adjust to the size of any screen, regardless of the device or the operating system from which they are being accessed.

Furthermore, Google is the leader with an average net market share of 70.38% on desktop and 93.87% on mobile.

According to SEMRush, 71.76% of websites change ranking by one place on mobile than desktop, 52.16% change by three and 29.16% change by ten.

Ranks can have a significant impact on mobile traffic. One place lower means less traffic and leads to lower engagement and conversions.

Organisations need to make sure they are as mobile optimised as they can be in 2021.

2. Invest in Healthcare SEO

SEO should form part of every healthcare marketing strategy. In simple terms, it is about building an online position and making sure a website is more visible to search engines.

The immediate reaction of most businesses at the beginning of Covid-19 pandemic was to pause their SEO campaigns.

But people use the internet more than ever and begin their research on Google to find medical practices, book appointments, read reviews or look up symptoms.

Therefore, providers need to improve their website’s overall searchability and visibility to increase traffic, engagement and conversions.

1. Local SEO

This one, in particular, is crucial for providers who want to reach clients fast. Consumers often add “near me” to their search queries.

Focusing on location-based SEO not only can help healthcare providers rank high but can also attract potential leads that will turn into secured clients.

2. Link building

Many healthcare digital marketing strategies will include link building. Providers need links to prove their expertise, authoritativeness and trustworthiness to search engines like Google.

Key benefits of link building:

  • Backlinks from reputable health sites
  • Links pointing to all pages
  • Business listings
  • Managed site indexed or sitemap
3. Keyword optimisation

Keywords are extremely important in healthcare digital marketing because they connect providers to search engines and clients.

Digital marketers research, analyse and select the best keywords to target quality traffic from search engines to a website.

Note that optimising keywords is a continuous thing, and ongoing optimisation is required to discover new opportunities and reach new clients.

4. Content

Creating content in Healthcare marketing can be difficult for several reasons, but mainly because providers are responsible for publishing only accurate and up to date information while adhering to regulations.

Content has to be patient-focused and engaging enough to really communicate with readers who are looking for answers.

Regular and relevant blog posts about treatments, nutrients, symptoms and diagnosis could help improve rankings and viability within the industry too.

Furthermore, informative blogs show awareness about everyday issues and can increase brand credibility.

healthcare marketing

3. PPC and Display Ads

Although SEO focuses on organic traffic, it’s not a fast process. It can take time for search engines to make significant ranking changes.

On the other hand, paid search is one of the quickest ways to gain exposure.

If PPC or pay-per-click ads are done correctly, they will appear first for a set of search terms on search engines.

The right customers are directed to relevant ads, at the right time, which can be an efficient way to return on investment for healthcare providers.

healthcare marketing

4. Social Media

Many healthcare professionals are already using social media platforms to engage with existing patients and find new leads.

Organisations who use social media as part of their marketing strategies can do things cost-effectively while being in the driver’s seat.

Providers who are active on social media can connect with readers and implement marketing techniques where applicable.

Individual practises can also gain insight into their competitors and what they offer. By looking at other sources, providers can identify the areas they need to work on and take appropriate actions to enhance their own services.

Real-time updates and status about important information can also build consumer trust.

5. Use Customer Reviews For Healthcare Marketing

Whether positive or negative, patient feedback or review is important.

More people now use online platforms for writing reviews, and although negative reviews are not avoidable, they can certainly be used in marketing strategies.

If providers use them effectively, they can improve care and customer service, and manage their reputation.


The importance of Healthcare marketing in 2021, especially on digital channels, can not be overstated.

Providers need to explore all the new avenues from which they can reach new patients.

For organisations to succeed in this new digital era, they must strive to go above and beyond to create services and experiences, unlike any other and use digital marketing agencies to improve and tackle any SEO concerns.