Laura Clemons

Service Line Marketing: The Key to Converting More Patients

by Laura Clemons | Oct 31, 2016
We hope you enjoy this post from our guest blogger, Paul Griffiths, CEO + Founding Partner, at MedTouch.

How can you drive patient acquisition and distinguish your brand in the competitive healthcare space?

As a healthcare marketer or strategist, you have the opportunity to set a clear vision and chart a plan for service line growth and patient conversions. Service line marketing involves leveraging multiple online touchpoints throughout the patient journey to promote key service lines, such as bariatrics, behavioral health, cardiology, oncology, orthopedics, and primary care. The key is to apply multiple digital initiatives, such as strategy, design, social, mobile, content, and search, and integrate these tools through consistent, relevant messaging and branding. For example, one of our successful campaign launches included the integration of a new landing page, blog, social, display and text ads, enhanced SEO, and e-newsletter integration that we constantly tracked through analytics. 
An integrated approach is the foundation to the most successful digital campaigns, which should include research, active monitoring and measurement. Tracking campaign click rates, appointment form submissions, and call center metrics are simple ways to quantify the impact of digital strategies. Whether your organization is a health system, academic medical center or hospital, you can discover clear and compelling results with service line marketing. To accelerate the process and your results, select a partner that understands healthcare and has the expertise and team to engage patients through multiple channels. 
Service line marketing is a powerful, effective strategy to drive revenue and show impact quickly. Even a smaller engagement, a 4-6 month campaign, will elevate your brand, lead to new conversions and prove the value of an integrated digital strategy. MedTouch recently partnered with a healthcare system to launch a bariatric surgery campaign. The targeted digital marketing campaign integrated multiple channels, including a new landing page design, content, SEO + SEM, remarketing, social advertising, blog, audience refinement and analytics. In just over six months, the service line campaign delivered exceptional results and drove revenue with 3 million impressions, over 483% increase in monthly physician web views and 50 surgeries scheduled. 
With increased pressure to show value, increase revenue, and deliver results for your organization, you can use service line marketing as an impactful strategy to help meet your marketing goals. Ultimately, a commitment to an integrated approach and long-term digital initiatives will help you succeed in your market and achieve sustainable service line growth. 
For additional resources on service line marketing, please contact or visit

Paul Griffiths is CEO + Founding Partner at MedTouch
  • service line marketing
  • HealthCare Marketing
  • Digital Marketing

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