Expand Your Company’s Reach with Customized Medical Marketing Strategies

Sarah BlocksidgeAuthor: Sarah Blocksidge
Updated on 05/10/2024

Are your digital marketing efforts in need of improvement? Are you searching for the most effective ways to increase the leads coming to your website? Look no further. Whether you sell healthcare software, are a private dental practice, provide medical devices, or anything in between, we can help in all of your current marketing pursuits from the ground up.

At Sixth City Marketing, we want to put our extensive knowledge and industry experience to work for you. If you’re looking for an informational guide on how to effectively implement digital marketing initiatives for the healthcare industry, read on and see all that our team can provide for your business!

“The team at Sixth City is second to none!! Starting with the owner John and all his teammates I’ve worked with I have nothing but glowing things to say! I felt that they cared about MY business growth as their #1 priority even if it wasn’t always best for their bottom line. They are passionate about and great at what they do. If you’re looking for a team to help with your business, don’t look any further. This is the team that will feel like an extension of your own business!” – Dr. Paul Mikhli, Beachwood Dental

Comprehensive Guide for Medical Marketers in 2024


Below, we address prominent questions, advice, and more that will help your digital marketing strategy for your company this year and beyond.


What Is Digital Marketing for Healthcare?

Digital marketing is a term that is used to describe marketing campaigns that are implemented online. This can include campaigns for search engine optimization, also referred to as SEO, pay-per-click, social media, website design, and so much more. Successful digital marketing initiatives can result in an increase in business and overall revenue for your company or organization. Given that there is such a wide range of tactics to choose from, strategies for every type of healthcare-related businesses will vary greatly depending on who they target. For instance, an urgent care center in Salt Lake City will want to use very different strategies than a medical device company looking to target execs at major hospitals across the country.

Back to top of page


How Can I Fix My Marketing Approach?

When businesses start to search for digital marketing tips and guides, it is often because they are facing difficulties with their current approach. As an in-house, digital marketing agency that strives to provide effective solutions for individuals looking to increase business and sales, we’re ready to help you.

Follow this guide of some of the common problems clients have come to us with, as we feel that some of these examples can help you find solutions to your own issues.

Problem: You have no clue where your leads are coming from (e.g., SEO, PPC, or elsewhere)
Our solution: Implement lead tracking software on your website along with specialty phone numbers so you can see how people found your business. This is extremely helpful in order to track ROI metrics down the line.

Problem: Your site doesn’t show up when you search for your services
Our Solution: Assess your content and competitors, and strategize on how to revamp your content to include more keywords and help you increase your rank.

Problem: Your competitors are stuffing keywords in their business names on Google Maps
Our Solution: On the listing itself, you can report the spammy competitors to Google to get their profile names changed to their legal business name so you have a fair opportunity to rank higher.

Problem: Your paid campaigns aren’t yielding quality leads
Our Solution: Not a problem! Take a thorough look at your current targeting, keywords, ads, landing pages, and more in order to get your campaign on track to obtain qualified inquiries.

Problem: Your current website is out of date, loads slowly, and lacks easy contact methods
Our solution: You should look into redesigning your page templates to include key aspects that can improve conversions, as well as boost page load time through various methods. We recommend WordPress as your web redesign solution!

We hope these common problems and solutions will help provide you with effective and long-lasting digital marketing solutions for your medical practice.

Back to top of page


Why Is It Important to Invest in Digital Marketing?

Did you know that approximately 7% of Google searches daily are related to healthcare? That equates to about 70,000 searches per minute! Many of these searchers are people who are in the market for a healthcare provider of some sort, whether it be for insurance, a therapist, or a new general provider.

When it comes time to choose an option, there are many avenues customers can take. From getting referrals from friends and doctors to starting from scratch on the internet, your potential customers are out there and looking, so it is important to enhance your marketing efforts to build your brand’s online presence.

Additionally, changes in the healthcare industry are shifting aspects toward the patient, making it more important than ever to move the focus of your marketing efforts to allow the patient to be at the center. Not only is this a way to illustrate that you value your patients, but it also is a way to differentiate yourself from the competition in a market where there are many options.

By enhancing your presence with an SEO-enriched site, your business is bound to benefit from optimized searches and beyond. Marketing for healthcare opens the line of communication between patients and care providers to build trust and knowledge. With the convenience of the internet, it is possible to deliver valuable content through websites, social media, paid advertising, emails, and more.

Back to top of page


Are There Stats on the Success of Healthcare Marketing?

We know that statistics can help reiterate just how impactful online marketing can be for doctors, therapists, dentists, and the like. Here are a few we think you may appreciate:

seo for healthcare stats

  • 94% of users state that reputation is important when searching for a healthcare provider
  • Every single minute, 70,000 healthcare-related queries are searched online
  • 77% of people utilize search engines when selecting a medical provider and facility
  • Only 44% of users who searched for hospitals on their phones were able to schedule an appointment
  • 41% of people say that social media content impacts their choice of a healthcare provider
  • 71% of patients utilize reviews when looking for a new doctor
  • 32% of healthcare-related businesses don’t have a local Google profile
  • 71% of people won’t take action to book an appointment with a healthcare facility if their website lacks the kind of information they need
  • Online search drives up to 3x more visitors to hospital sites than non-search visitors
  • 64% of patients will end up booking an appointment through the doctor’s office website
  • 60% of website visitors click through a site that displays relevant healthcare information that they are searching for

Back to top of page


What Marketing Tactics Are the Most Successful for the Healthcare Industry?

As a digital marking agency, we want to share our knowledge and experience in order to help educate others. Because of this, some of the digital marketing solutions that we would recommend for your medical practice include the following:

  • Search engine optimization (SEO)
    • SEO allows you to boost your website through content creation, keyword research, competitor research, link building, metadata creation, local SEO, and more.
  • Social media marketing
    • Whether you decide to create social media accounts for the doctors at your practice or just want a general page for your company, building a strong social media presence can promote your business as a whole, as well as generate more revenue in the form of new customers.
  • Website design and development
    • Website design and development will help bring in new clients and patients by optimizing your site via strong aesthetics, enhanced speed, proven conversion tactics, and more.
  • Pay-per-click marketing – Google Ads, Bing Ads, and paid social media
    • Pay-per-click, or PPC, services include landing page creation and writing, ad copywriting, keyword management and bidding, and much more.
  • Conversion rate optimization
    • CRO includes various strategies targeted at altering your site’s design that can ultimately turn your site’s visitors into loyal customers.
  • CRM consulting, including HubSpot marketing
    • With the use of HubSpot marketing, your business can monitor success through lead tracking, workflows, and reports. The platform will also allow you to monitor communications with potential customers for a more detailed and personable approach.
  • Email marketing
    • This option allows you to send out consistent emails to customers who are signed up for your newsletter! Your emails can include monthly or quarterly newsletters, provide promotional content and exclusive offers, and so much more.

Back to top of page


How Do I Know What Keywords I Should Be Targeting?

This would be determined by analyzing a variety of factors. For one, keyword research would need to be conducted to decide which are the most relevant and highest-ranking keywords for your industry and specific niche. Competitor research is also useful in early stages to see what other businesses are utilizing for their keywords, as there may be opportunities that would otherwise be overlooked.

Another factor that comes into play is national vs. local focus. If you were a medical equipment supplier who sells and ships products nationwide, broader keywords would likely be preferred for key pages, as these would best aid you in getting searches from all over the country. Phrases like “medical equipment supplier,” “medical device manufacturer,” and “medical products for sale” could be the types of terms you’d expect to generate solid results.

For more local businesses, like doctors, dentists, and others, keywords will often be tweaked to include a local or regional focus. “Dentist in [city name],” “[city name] pediatrician,” and “medical testing facility in [city and state name]” would be the types of options that would be most relevant to your potential customers.

Back to top of page


What Are Some Steps I Can Take to Boost My Content?

Improving your site’s content can go a long way in bolstering your online presence and getting you the leads and sales you’re seeking. Along with adding relevant and high-ranking keywords, simply adding longer, worthwhile copy to pages can be a boon as well.

Google views longer pages with quality information as more authoritative, since if someone is an expert in a subject it stands to reason they could talk about it intelligently and at length. Users want authoritative content as well because it helps them to trust a website and delivers the kinds of information they are seeking. Recently, Google also implemented the Helpful Content Update, which stressed the importance of quality content on web pages, making it even more essential for businesses to incorporate worthwhile information.

Another option for boosting your content is by acquiring backlinks to your website and its various pages. There are numerous strategies to do so, but one option is to offer your expertise to resources like Source of Sources and Qwoted by delivering helpful quotes and insights for articles. If your assistance is selected, the reporter or writer in question will link back to your site in their piece!

Back to top of page


Which Paid Channels Should I Use for Healthcare Digital Marketing?

As reported in one study, search engines are the primary way that users look for medical providers in the modern age, and health-related questions make up 5% of all Google searches. And while these facts have significant impact on SEO efforts, they also affect PPC as well, both in terms of users’ online searches as well as the ads that are targeted to them based on their interests and history.

When it comes to search engines, Google is king, so utilizing it for your PPC efforts will likely be your best and most viable approach for healthcare PPC marketing. Bing, however, boasts a large percentage of users over the age of 55, which makes the platform a good supplementary PPC outlet for healthcare-related marketing.

Other platforms like Facebook and YouTube can be valuable as well. Facebook allows ads to be integrated naturally into users’ feeds alongside other forms of content, facilitating easier clicking. Plus, 90% of Americans use social media to retrieve health information, so people are already looking. YouTube, meanwhile, allows for insightful videos that can showcase facilities, provide testimonials, and more, highlighting the efficacy of your services.

Back to top of page


Which CMS Should I Use for My Website?

Great question! If you’re looking to redesign your site, our team has extensive expertise in crafting customized sites in user-friendly platforms. Depending on your needs and the focus of your business, we might recommend either WordPress or Shopify, as these are both viable CMS platforms.

WordPress is an ideal platform because of its versatility, user-friendliness, diverse plugins, and customizable themes. It’s a great option for many different types of sites, and can give your healthcare business a clean, professional online presence. Healthcare facilities, doctor’s and dentist’s offices, and various other types of medical businesses are ideally suited for WordPress sites.

Shopify, meanwhile, is more suited for companies that manufacture or supply products and want to facilitate quick clicks and sales. Medical supply companies that work with consumers directly, or with healthcare facilities, may benefit from the seamless purchasing structure of Shopify sites.

One caveat, however, is that if your business is more accustomed to producing larger orders, or if you would rather keep pricing and ordering as proprietary information and a later part of your sales funnel, then Shopify might not be for you. In these cases, an effective WordPress site that drives users to contact a sales representative might be your best course.

Back to top of page

Our Approach to Marketing for Healthcare and Medical Facilities

Our first step in working with any of our clients is to sit down and discuss the optimal strategy to implement based on their specific healthcare organization.

Our in-house team of professionals holds many years of experience in all fields of the digital marketing industry, and we will work one-on-one with you to design the right campaign that aligns with your intended goals and target audience.

We know and understand how important it is to provide each client with a unique and individualized experience to ensure they are getting the desired attention and outcomes. Some key aspects of Sixth City include:

  • We pride ourselves on results and showing transparent ROI data
  • Our small firm allows for superior customer service
  • Our team makes data-driven decisions
  • We have industry expertise and a proven record of success
  • We utilize the best digital practices to construct custom digital marketing campaigns

Our team is ready and eager to help your healthcare organization take its online marketing efforts to the next level so you can gain more leads, clients, and revenue.

Who We Can Help

  • Hospitals
  • Urgent centers
  • Private practices
  • Clinical labs
  • Medical manufacturers
  • Lab services
  • Outpatient clinics
  • Pharmaceutical companies
  • Dentists
  • Healthcare providers

About Our Results-Focused Digital Marketing Agency

Since 2010, we have made a difference in the digital marketing world by providing our clients with a wide variety of personalized internet marketing tactics. Based out of Cleveland, Ohio, with offices in IndianapolisColumbusChicago, Nashville, and Pittsburgh, our digital marketing agency has helped diverse clients across different parts of the world in industries ranging from aerospace to higher education and beyond.

At Sixth City, we know the primary goal in online marketing is to improve online leads and inquiries from your website. We take the time to evaluate your current performance metrics and analytics and create realistic marketing goals that your healthcare or medical business can achieve each quarter. It is then our mission to design a unique strategy that coincides with your healthcare digital marketing needs in order to reach these goals.

How We Produce Results

At Sixth City, we are dedicated to creating a unique strategy tailored to the needs and goals of your healthcare digital marketing campaign. We pride ourselves on providing you with one essential thing: results.

Virtually everything in digital marketing is able to be measured based on performance and we place significant emphasis on measurement so that our marketing techniques are guaranteed to be effective and drive positive results.

We show results through:

  • Overall lead increases both online and via phone calls tracked through Google Analytics
  • Improvement in keyword rankings for SEO campaigns
  • Decreases in cost-per-lead data for paid campaigns
  • Changes in website traffic tracked through Google Analytics

Our team also composes monthly reports for each individual client to summarize the performance of their digital marketing campaigns. These reports consist of work that was completed during that month, traffic changes to the client website, and the overall effectiveness of PPC and SEO campaigns.

“We revamped our website and quickly learned that we weren’t getting the SEO numbers that we were used to and in addition, Covid-19 hit. Sixth City came in and took control of our SEO and really improved our google presence and improved our leads by quite a bit. They are professional, well-versed in all things SEO, and very responsive. I am very thankful for Sixth City.” – Madison Osborn, FitWorks

Need Effective Digital Marketing for Your Healthcare Organization?

At Sixth City, we’re ready to be your healthcare marketing agency and help your company reach new heights online by providing success in all aspects of your campaign.

We want to see your business succeed and we are more than happy to contribute to the success. If you’re deciding which of the healthcare marketing agencies to choose from, come talk to us.

Let us help your business get started with a free website evaluation to show just how we can boost your marketing efforts and improve your business.

Our Partners & Awards