Making Medical Digital Marketing Work for Your Practice

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What Is Medical Digital Marketing?

Medical digital marketing uses online strategies to drive the growth of your medical business by attracting, engaging, and acquiring new patients. 

Why Is it Important?

It’s about more than growth—online marketing is so important that it’s practically a baseline requirement to keep your healthcare organization from being invisible.

  • “Boomers are just as active in searching online for healthcare-related information as any other adult demographic,” according to Google.

With the right digital marketing tools and medical digital marketing services at your disposal, you can make sure that you’re reaching the right eyes and ears online, efficiently and cost-effectively.

Your Website: The Cornerstone of Digital Marketing For Medical Professionals

A good digital strategy always begins with your website. Your website should represent your business well, provide value to visitors, prompt engagement, and ultimately convince people to make an appointment—all while providing you with thorough tracking and analysis.

Yes, that’s a lot to ask of a website.

But if your website’s not doing all that, your other digital marketing efforts will fall flat. Even if you have offline marketing campaigns or create non-digital calls-to-action (CTA), such as a phone number, people will often head to your website to check you out first.

So, if you build it, they will come, right? It’s a little more complicated than that. There are a lot of things healthcare websites should consider for good search engine optimization (SEO). SEO is the design and refinement of your website’s structure and content to be viewed in the best way possible by search engine algorithms. 

The Key to Keywords

Much of the content of your website is text that will be read both by search engines (who make decisions on how relevant you are to search topics) and site visitors (who make decisions on if they want to give you business). 

You have to make your site both valuable and readable, which means using the words and phrases people are searching online to find the services you offer (your “keywords”). But this can be complex too:

  • Use keywords too much and search engines think you’re “keyword stuffing” which dings your credibility, making you appear in fewer search results.
  • The words you think people are searching to find your medical specialty may not actually be the ones people use.
  • Following trends is crucial—for example, optimizing your website for voice search is more important than ever in 2020 because nearly half of people use voice search and people search differently using voice.
  • Content must be fresh: audit it periodically and keep things relevant and recent, especially through the use of blog posts. 

Mobile-friendly design

There are some critical reasons why your website needs to be mobile-friendly:

  • You’ll show up higher in search results
  • Mobile searches are more than half of all searches
  • The majority of digital ad traffic comes from mobile users
  • Visitors are FIVE times more likely to leave your site if it’s not mobile friendly.

Bottom line—if you don’t have a mobile site, you’re losing patients before they even meet you.


You can’t do all the right things in your online marketing efforts unless you understand what’s working and what’s not. Studying your Google analytics can help you better refine a data driven strategy.

You should track the digital journey of your patients from the point they first meet you—whether it’s through social media, from an online search, or clicking on an ad—to the point they make an appointment.

Tracking allows you to see what content engages people—prompting them to sign up for an email newsletter or ebook—and which of these engagements result in becoming your patient. You can see what doesn’t engage people too—which parts of your website make people run for the hills after viewing the page for only 2 seconds?

If you don’t have this info, you won’t be able to attract, engage, and convert website leads into patients.

Digital Marketing for Medical Practices Through Digital Channel Integration

When your website is polished (and maintained) to the best it can be, it’s time to integrate your strategy. We’ll take a look at the top healthcare digital marketing services you should be using.

Paid Search and PPC Advertising

The importance of your keyword strategies for SEO are the same for paid search advertising. In this kind of advertising, you’re paying for coveted top result spots from searches. Pay-per-click (PPC) means you only pay when someone clicks on your ad. PPC can be used in paid search as well as other types of online advertising. You’ll want to follow trends in healthcare PPC advertising so that you can react to them and optimize your campaigns to get the best bang for your buck. 

Social Media

Many healthcare providers shy away from social media—it can feel like a minefield to navigate because of HIPAA and other compliance concerns, time management, and worries about reputational risk. But you can’t avoid it. The conversation on social media is going to happen with or without you. Medical practices need to develop a social strategy, to protect and promote your brand, build your credibility as a medical provider—and attract new patients.

Content Marketing

According to Hubspot, an industry leader in content and consumer relationship management (CRM) marketing, “Consistent, high-quality, and engaging content impacts audience decision-making more than any other technique.” 

By using content marketing strategies such as blogs and email marketing, you have the tools to participate in a crucial value exchange that engages prospective patients—without it, you’re not competitive online and prospective patients may question your credibility. 

Video Content

People love stories and stories can sell your medical practice to new patients. One of the most compelling—and sought after—mediums for storytelling is video. Some of the latest statistics about video marketing speak for themselves:

  • 84% of people have been convinced to buy a product or service by watching a brand’s video.
  • 93% of brands have gotten new customers because of a video on social media.
  • Video is 53 times more likely to appear in a front-page Google result

Video doesn’t have to be intimidating. There are a number of tools to make gorgeous, sophisticated, and compelling videos in simple and cost-effective ways. 

Choosing a Medical Digital Marketing Agency

If looking over this checklist of medical digital marketing “must-haves” feels overwhelming—you’re not alone. If you’re running a medical practice, you don’t have time for the complexities of digital marketing, which is why getting help from a healthcare marketing agency is the way to go.

At Digital Standout, we have years of experience working nationally with hospitals and medical practices from many different specialties. We have a deep understanding of the unique content needs in healthcare—including regulatory and privacy concerns—as well as how to build strategies for a successful digital journey to engage new patients.

We’re a full service digital marketing firm ready to help you with your medical digital marketing strategy. Contact us today to learn more!

Find out how a proper digital marketing plan can elevate your brand, capture leads, foster customer loyalty and grow your business