Does your patient acquisition strategy need a shot in the arm? Maybe it’s time to consider an inbound healthcare marketing strategy to engage with potential healthcare consumers. 

Inbound marketing is based on building relationships with patients, rather than selling. It can be a more cost-effective way to build your patient base. It’s not easy, but you can build a successful inbound strategy with just a few steps.

• Determine your target audience and learn about them. This can be done with keyword research to learn about words and phrases they’re using when searching for health information online. Semrush and other tools are available for this purpose. You can also interview current patients or survey them on why they chose your organization over other providers. The information gained from these activities will be helpful with customizing your healthcare services to draw in new patients.
• Make your website user-friendly. Your website is often your first contact with consumers and patients. If your web visitors can’t find what they’re looking for quickly, they will leave your site in a hurry. An easy-to-use, well-organized and attractive website can be one of your strongest marketing channels. Make sure to provide precise and accurate details about your services and locations. Testimonials and case studies can provide attractive information for consumers looking for a credible, trustworthy provider.
• Tweak your content marketing strategy. By providing useful and helpful health information, you can more easily connect with consumers seeking healthcare services. One way to do this is to offer a blog section on your website with content on healthcare topics, especially topics specific to your services and providers. Other types of attractive content include patient guides, FAQs, and pre-visit information. Use email marketing as part of your content marketing to update your audience with new and updated information.
• Make use of local SEO. Consumers typically – although not always – want healthcare that’s located close to them. When multiple providers come up in a search, they will look to the one that’s closest to them. Ramp up your local SEO strategy with:
  • A Google My Business profile. This is a simple way to provide comprehensive information to web visitors in a concentrated format.
  • Submit your NAP to multiple local business directories, e.g., Yelp, ZocDoc, Yellow Pages, etc.
  • Build positive reviews by encouraging satisfied patients to post a review.
  • Mobile optimization. Make sure your website is optimized for mobile devices.
  • Push out content that is pertinent to your location and be sure to include local keywords.
• Take advantage of video marketing. Consumers are more likely to watch a video than read online text. You can utilize this preference by posting videos about conditions, procedures and other relevant information. Using your own experts is a great way to build confidence and trust.
• Consider using an influencer. Considering that a successful influencer campaign can bring in just over $4 for every $1 spent, this type of campaign can be effective.

Does your organization have an inbound marketing strategy? If so, is it working for you?