Healthcare is a vast industry with many B2B and C-level organizations. Each organization has different marketing goals. B2B healthcare providers, such as EHR vendors, aim to increase hospital leads and other healthcare facilities. B2C healthcare organizations instead strive for greater patient recruitment. A recent Google webinar revealed that the most effective marketing strategies for optimizing patient recruitment focused on one message: Patients prefer mobile.
This finding should be familiar to marketers. People are using their phones more frequently. Our phones aren’t just used for social media, texting, and games anymore. Many apps and formats can be used on mobile devices to do just about everything, including ordering coffee, booking flights, paying bills, and even getting a ride. There are so many mobile options; it’s not surprising that the mobile market has experienced a 400% increase in its revenue in less than ten years.
Responsive web designHealthcare market must learn how to adapt to mobile technology and stay ahead of the curve to reach more patients. Optimizing your website for mobile is the first step. The mobile version of your website will not be compatible with the desktop version. This can harm new patients and existing patients. You’re already on the right path if you have mobile-friendly websites in healthcare.
According to Google data, there has been a 29% rise in mobile conversion rates for the healthcare sector. Conversions are any action that you want your consumers to take, whether that’s checking in, scheduling an appointment, or clicking to call. You can see examples of responsive healthcare websites.
Website Optimization & User Experience
Marketers should take note of the rise in mobile conversions. This signals that mobile users are more motivated than ever to find and act on their healthcare solutions. But there’s a catch. Mobile users expect high levels of functionality, user experience, and loading speed. Mobile users have high expectations for functionality, user experience, and loading speed. If you don’t meet these standards, your site will be more likely to bounce than usual and have fewer conversions. This stat teaches us a valuable lesson: more screen time doesn’t necessarily mean more exposure. Google has a new approach to approaching your target audience. It shows you how to see their day. It would help if you didn’t think about time in terms of hours, days, or minutes. Instead, consider them “micro-moments.” Six motivations are provided.
Healthcare organizations that aim to increase patient recruitment will find the micro-moment useful. Local practices have seen a significant increase in “near me” searches over the past year.
Digital Marketing: SEO & SEM
What are the best strategies to use to get those searches? Call-only ads and local SEO, both provided by Google Adwords, are good places to start. Local SEO is about checking the consistency of existing listings, which are online business listings that include essential information like address, phone number, and URL. These online listings are vital for doctors’ offices, mainly if they operate from multiple locations.
Call-only ads can be another way to drive traffic toward your phones and your waiting rooms. These call-only ads have a minimal copy and prominently display the phone number for mobile users in the Google SERP. These ads are a great way to convert leads if your website doesn’t have online scheduling capabilities.
Google taught us that getting more patients will be challenging, but it is possible. Mobile is the best place to begin.
