Healthcare Marketing: Google’s Guide to Patient Recruitment

 In Marketing Strategy

The healthcare industry is vast, featuring a variety of B2B and B2C organizations for which the marketing goals are different. While B2B healthcare companies such as EHR providers ultimately aim to increase leads from hospitals and other healthcare facilities, B2C healthcare organizations instead aim for increased patient recruitment. According to a recent Google webinar, the latest marketing tactics for optimized and optimal patient recruitment were centered on one message: patients prefer mobile.

 This finding shouldn’t come as a surprise to most marketers. It’s evident that people are turning to their phones more and more every day. We’re not just using our phones for texting, games and social anymore. Mobile formats and apps are available for just about anything, from banking and paying bills to ordering coffee, booking flights and even catching a ride. With all the mobile options to choose from, it’s no wonder the mobile market has seen a more than 400% growth in less than ten years1.

1. Responsive Web Design

The healthcare market has to learn to ride the mobile wave and adapt to the changing landscape in order to reach more potential patients. The first step is optimizing your practice’s website for mobile. If a mobile format is not adapted from the desktop version, the resulting user experience will be detrimental to garnering new patients – and holding on to existing ones. For those in the healthcare market that already have mobile-friendly sites, you’re on the right track.

Google’s data shows that there is a 29% increase in mobile conversion rate for the healthcare sector. Conversions refer to whatever action you want your potential consumers to take – whether it’s scheduling an appointment, checking in or clicking to call. Take a look at some examples of responsive design healthcare websites.

2. Website Optimization & UX

The rise in mobile conversions is a message to marketers that says mobile users are more motivated than ever in terms of finding their healthcare solution and acting on it. This is good news – but there is a catch. Mobile users have high expectations for functionality, user experience and loading speed. If your site lacks in any of these categories, you can expect a higher bounce rate and fewer conversions.There’s definitely a need for speed in this fast-paced mobile world – Google reports that despite people checking their phone 150 times a day, there is an 18% decrease in time spent per visit. This statistic teaches us an important lesson: increased screen time does not necessarily mean more exposure. Google introduced a new way of approaching your target audience and how to visualize their daily routine. Don’t think of time in the sense of days, hours or even minutes – consider them “micro-moments.” These micro-moments are presented as six different motivations:

  1. I-want-to-watch-what-I’m-into moments
  2. I-want-to-watch-what-I’m-into moments
  3. I-want-to-know moments
  4. I-want-to-go moments
  5. I-want-to-do moments
  6. I-want-to-buy moments

For healthcare organizations’ whose goals are to recruit more patients, the micro-moment is considered, “I-want-to-go [to the doctor]” category. Luckily for local practices, “near me” searches have doubled in the past year.

3. Digital Marketing: SEO & SEM

So, what tactics should you use to take advantage of those searches? Local SEO and call-only ads, provided by Google Adwords, are a good place to start. Local SEO involves checking the consistency of existing citations, which are online business listings that include basic information such as address, phone number, fax number and website URL. Keeping these online listings up to date is crucial for doctor’s offices, especially for practices that operate out of more than one location.

Call-only ads are another way to drive traffic to your phone lines, and hopefully your waiting rooms. These call-only campaigns display minimal copy, and prominently feature the phone number to mobile users on the Google SERP. If your website does not have online scheduling capability, utilizing these ads is the perfect way to turn a lead into a conversion.

In short, Google taught us is that the path to getting more patients won’t be easy, but it will be worth it. And the first place to start is mobile.

Source: Marketing Land, 10 Mobile Statistics Marketers Will Love

Mark Schmukler
Mark Schmukler, Brand Strategist, Co-Founder and Managing Partner of Sagefrog Marketing Group, LLC, brings more than 30 years of global marketing and consulting experience to the agency, leveraging his B2B background to lead brand strategy and business development. Based in Doylestown, PA and Princeton, NJ, Sagefrog Marketing Group is a full-service B2B marketing agency with specialties in healthcare, technology and business services. Founded by Mark Schmukler and Suzanne Morris in 2002, Sagefrog’s mission is to accelerate client success through integrated marketing including branding, digital, public relations, social media and traditional services. Visit Sagefrog.com or call 215.230.9024.
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