How to Implement a Search Marketing Strategy for the Healthcare Industry
Search Marketing, Google Marketing, AdWords, Google Search. Google. Yahoo. Bing. All of these words are components of the big world that is Search Marketing. The two main elements of search marketing is paid search, also known as Search Engine Marketing or AdWords, and organic search (free) or Search Engine Optimization. Both types show up differently on the Search Engine Results Page (SERP). The paid advertising is usually at the top 3 spots as well as along the side of the page, while the organic listings will be in the middle of the page after any local or paid listings. The difference is very important to know, because while both affect a search campaign in a different way, both have the same goal of driving traffic (your audience) to your website. The healthcare industry has been growing on every level for many years. There are hundreds of healthcare facilities from senior care to hospice to hospitals across the country that are trying to gain new patients and clients.
In order for your current customers, clients and potential patients to find information about your facility online, it is important to have a balanced search marketing program. People are online searching for information every day! According to recent studies, more than half of US adults over the age of 65 are online, with 70% of all American seniors going online every day. 77% of online healthcare seekers say they began their last session at a search engine such as Google, Yahoo, or Bing. More and more people are using their cell phone and smartphones in order to find medical information, and this number will only continue to grow. These stats show that it is very important to be found correctly online when people are searching for you.
In order to come up with the best search strategy, you must know your audience by doing research on who they are and how they search online. Once you know your audience, create a persona of your ideal customers. These are fictional descriptions of the types of people you want to market to. For example for the senior care industry, you might focus on Caregiver Carrie . Then, you can create marketing programs targeted to your personas and where they search and visit online. The search marketing program can include many variables such as paid advertising, search engine optimization, online listing management, social media, content creation and even mobile search advertising. Each of these marketing tools will help expand your company’s reach, allow for more qualified traffic, higher visitor-to-lead rate and an increased lead-to-patient rate.