Healthcare Digital Marketing & Analytics

Content will only drive growth if it’s combined with the right channels and the right tactics to reach the right audience.

You have healthcare services, programs, products, and memberships to offer your target audiences. Maybe you’ve even created excellent content that steers people towards information and solutions.

Guess what: You’ve done, maybe 40% of the work.

Just ‘cause you build it, doesn’t mean they come. The next 60% is about putting that information in front of your audience. That means first developing a channel strategy and tactical plan to discover:

  • Where your key audiences are having discussions or doing searches that relate to your healthcare service, program or product
  • What messages and content will fit into those discussions or searches so that your audience responds
  • Details like the frequency of promotion, using paid or organic tactics

5 Ways To Promote Digital Healthcare Content

  Direct send: Distribute content via email or text message.

This is easily the top dog of promotion. You have direct access to your audience. Ideally, they’ve given you permission to reach out to them, and your analytics can tell if they’ve opened or clicked through your content. The challenge is that even though this direct access is an opportunity, it also requires more effort to earn their attention. Inboxes are crowded spaces. Your email content has to be precisely speak to what matters to your audience. Your text messages have to be quick and relevant. Otherwise, your audience will mute you by opting out. After that, there’s no way to get back in. 

  Search engines: Your content is seen when it ranks organically or displays as an ad on Google or YouTube.

Search engines notoriously have a lot of variables in their algorithms, but the non-negotiable is the content. At its core, search-optimized content is that does the best job of helping people get an answer. Then, and only then, do you pour over details like tags, titles, and other SEO tactics. That way, when someone goes to google with a question, your content will give them the answer, and hopefully, that will eventually lead to offline interactions and growth.

  Social media: Your audience sees your content in their feeds, groups, or ads.

Social media has evolved into a pay-to-play game. If you want your content to be seen on Facebook, Pinterest, Instagram, or LinkedIn, be sure to have a strong budget dedicated to promoting the most successful content

  Influencer marketing: Leverage the reach of a person or vehicle who’s already talking to your audience through mentions and guest posts.

Influencer marketing takes the most legwork to be successful, but it’s largely the best way to build an audience quickly. It involves building relationships with key influencers who share your audience. Here’s the key, having a common audience is not enough, your content has to be worth their time and make them feel proud to share it or feature it. This takes research to identify the right influence and the content that will present the right opportunity to hop on their engagement train.

  Voice search: Your audience is directed to your content when they say “Alexa,” “Siri,” or “Hey, Google.”

Typing is getting old. People are commanding answers from the web by simply yelling into their environment. Marketing your content through voice-activated devices requires special attention to the content format, structure, and tagging.

Now within those five ways, the possibilities are endless, especially if you’re planning to use both paid and organic tactics. It’s not enough to just post a couple of times on Facebook or LinkedIn. Content that helps you reach your growth goals has to be promoted with the competitive spirit of an Olympian, but the precision of an assassin. The promotion tactics have to be constantly course corrected to stop what doesn’t work and build on what does. It’s not an afterthought. It’s critical for digital marketing success.

 

2 Goals For Healthcare Digital Marketing

Can we get this out of the way first? Digital marketing is not posting your blogs on Facebook each week, then walking away. Successful digital marketing is about reaching two types of goals:

  1. Engagement goals: Getting people to pay attention to and interact with the content
  2. Business goals: Reaching your growth goal because your audience answered the call to action

Without goals, it’s just digital activity — not digital marketing.

Analytics: Your Reality Check

Analytics Matter For A Content-driven Web Presence

Analytics eliminates the guesswork and answers audience behavior questions, like:

  • How are your target audiences finding you?
  • Which promotion tactics are best helping to reach engagement or business goals?
  • Where are the roadblocks?

Content and promotion tactics constantly need to be optimized, especially as your target audience’s behaviors change and new tactics to reach them emerge. The consequence of failing to track performance and course correct? Your digital experience frustrates people and pushes them toward your competitors.

Picking The Most Useful Metrics

The beautiful thing about data is that you can unearth so much user insights. But data can be like an airplane cockpit. There’s all these buttons and levers, but you really only need like 5.  With analytics, there are a few key metrics that can help you determine if you’re meeting your goals. Remember analytics is best used to answer business questions. Before you dig in, select the metrics that will answer your questions. Then, let those metrics tell you what you should keep doing or stop doing.

 

If you have a website, chances are these metrics are critical to your website success:

  • Traffic: Reveals basic insights about visits
    • Pageviews
    • Organic traffic drivers
    • Mobile traffic
    • New vs returning users
  • Engagement: reveals insights about activities and reading behaviors
    • Average time on page
    • Bounce rate
    • Scroll patterns
  • Conversion: reveals if your business goal have been met (Holy Grail, right here, people)
    • Downloads
    • Book an appointment
    • Request a consultation
    • Start a trial

 

Combining Analytics Tools To Give Actionable Data

There are many tools to analyze whether your digital marketing tactics. Some help you analyze a specific channel, such as email and SEO. Some give you a bird’s eye view of how all your channels are performing.

For data-driven content, you may need multiple tools together to get actionable insights. For example, we can’t live without Google Analytics. However, you need heat map tools to understand how much scrolling visitors from certain channels do. A/B testing tools can let you optimize conversions.

The right mix of analytics tools gives you the full picture of how your content and digital marketing channels are moving you toward your goals.

How Does CareContent Deliver Digital Marketing And Analytics Services?

Our digital marketing and analytics services are the next step after we’ve defined the strategy and started executing. Other next steps may include content production to fill in gaps and developing a promotion calendar or channel roadmap.

Because paid promotion is such a key aspect of successful digital marketing, we require that our clients have a strong, realistic budget for paid search and social digital marketing tactics.


Contact us to discuss whether the CareContent team is a good fit to carry out your healthcare organization’s digital marketing plan.