Strategies to Drive Healthcare Digital Marketing Success
                     Strategies to Drive 
Healthcare Digital 
Marketing Success
Healthcare Industry 
The healthcare industry is progressive in many ways, 
but marketing strategies tend to lag behind other 
consumer-centric industries. Why? With closely 
monitored HIPPA regulations, and the FDA 
constraining marketing efforts, it’s difficult for 
healthcare organizations to keep up with other 
industries’ marketing innovations. Additionally, 
marketing strategy is not the priority in healthcare — 
 patient care is (and rightfully so).
Digital Marketing Strategies to Leverage in 2020
1. Optimize for Search (SEO)
2. Produce Video Content
3. Engage via Social Media
4. Create Highly Personalized Campaigns
5. Prioritize Analytics
6. Update Your Email Strategy 
Optimize for Search (SEO)
Healthcare marketers can help search engines 
recognize and rank their organic content – such as 
blog posts, patient testimonials, and informative 
images or videos – by tagging a page with relevant 
keywords, writing informative page descriptions, 
and creating strategic HTML titles, among other 
techniques. With the rise of voice-activated search, 
in particular, marketers should make sure to create 
content that is likely to align with the unique 
phrasing and structure of these queries.
Produce Video Content
Video marketing is taking over as the next major 
opportunity to engage consumers – especially in 
healthcare. According to a study by Eyeview 
Digital, using video on landing pages can increase 
conversions by up to 80%. Since healthcare is an 
innately personal, narrative-rich industry, video 
can have incredibly powerful applications.
Engage via Social Media
Social media can be used to engage with 
patients, support physicians, and improve 
population health outcomes. Healthcare 
social media marketing strategies may 
include participating in community 
discussions, networking, and promoting 
information about population health.
Create Highly Personalized Campaigns
Health is a personal subject. Therefore, it makes 
sense that healthcare marketing should be highly 
personalized. A generic, cookie-cutter approach 
won’t work – after all, the reasons for which any 
given person might be seeking medical care can 
range from a desire to achieve general wellness to 
a life-threatening emergency or disease. Likewise, 
the messaging around healthcare can be deeply 
emotional, and marketers must be just as careful 
not to target the wrong patients as they are to 
reach the right ones. 
Prioritize Analytics
One of the great things about digital marketing 
is the ability to constantly track performance 
and make real-time adjustments if a campaign 
isn’t going as planned. Marketing analytics 
should dictate the decision-making process for 
every campaign – both during planning and 
execution. 
Update Your Email Strategy 
Email marketing is still alive and well, despite what 
some may say. It’s a relatively low-cost, effective, 
and immediate form of communication with plenty 
of opportunity for narrow-focus personalization. 
When executed correctly, the ROI of an email 
marketing campaign can be significant – but there 
are a few considerations healthcare marketers must 
keep in mind when building out an email strategy. 
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