Healthcare providers, companies that sell to the health sector, and the NHS itself need a strong online presence. Search online and you’ll find details of thousands of companies ready to help you, but healthcare organisations need to work with a specialist healthcare digital marketing agency to connect you with your core audiences.
Specialist healthcare digital marketing agencies like 42group have the knowledge and experience to help healthcare businesses thrive online. We’ve worked with healthcare leaders in the UK, Europe and the USA – and have learned lessons that can support your procurement processes and agency selection.
Let’s assume you’re a healthcare business searching for an agency. Just how do you find the right agency for your specific needs? In this article, we will explore the key factors to consider when selecting a healthcare digital marketing agency – with a helpful tracklist to support your selection process.
Understanding the importance of digital marketing in Healthcare
Before diving into the process of choosing a healthcare digital marketing agency, it’s important to understand what digital marketing is and why it’s essential for healthcare businesses.
In today’s highly connected world, patients are turning to the internet to find healthcare providers, research medical conditions, and seek advice. This means that having a strong online presence is no longer optional – it’s a necessity. Businesses that invest in building an online presence are more successful at engaging new customers, retaining existing clients, and satisfying audiences.
When we talk about digital marketing, we’re using a broad term that encompasses a range of strategies and tactics that can help healthcare businesses reach their target audience, build brand awareness, and drive patient engagement.
Digital marketing covers a huge range of activities, from search engine optimization (SEO) to social media marketing and content creation. Healthcare organisations need to develop an integrated digital marketing strategy that combines activities across all channels to drive impact. Digital marketing offers numerous opportunities for healthcare professionals to connect with patients and establish themselves as the trusted source of information, advice, guidance, and support for every audience.
The role of digital marketing in the modern healthcare system
Digital marketing has revolutionised the way healthcare businesses and systems operate. The internet and social media enable organisations to reach a wider audience and engage with patients in new and meaningful ways. By leveraging online platforms and technologies, healthcare companies and providers can communicate directly with patients, provide educational resources, and promote their services.
What can this achieve? It can help to educate patients on where to go for treatment, reducing the pressure on the NHS. It can help build online communities to support the launch of a new medical device or drug. It can help build a case for change and support transformation within the NHS and outside it.
Digital marketing channels like websites, social media, and advertising (PPC) healthcare businesses collect valuable data and insights about their target audience. By analysing this data, healthcare professionals can tailor their marketing efforts to better meet the needs and preferences of their patients, ultimately improving patient satisfaction and outcomes.
Key benefits of digital marketing for healthcare businesses
Digital marketing isn’t a one-off activity but an ongoing process that’s driven by a shared and targeted strategy. This strategy defines your audiences, identifies the key channels, provides a calendar of activities and defines the analytics that will measure your impact and success.
There are several key benefits that healthcare businesses can enjoy by implementing an effective digital marketing strategy. First and foremost, digital marketing allows healthcare professionals to reach a larger audience than traditional marketing methods. With billions of people using the internet daily, the potential reach and exposure of online marketing far surpasses that of traditional methods such as print ads or billboards.
Digital marketing allows for more targeted and personalised messaging. By utilising data and analytics, healthcare businesses can segment their audience and deliver tailored content that’s based on their experiences, demographics, location, and other key characteristics. NHS organisations, for example, can use digital marketing techniques to directly target their local population with messages about services, helping them to make better-informed choices of where they go for care. This level of personalization not only enhances the patient experience but also improves the effectiveness of marketing campaigns.
Digital marketing also offers a higher return on investment (ROI) compared to traditional marketing methods. With digital marketing, businesses have the ability to track and measure the success of their campaigns in real-time, Campaigns can be adjusted and optimised, ensuring they’re always delivering a return. This level of transparency and accountability ensures that marketing budgets are being spent wisely and generating tangible results for all stakeholders.
Essential qualities to look for in a healthcare digital marketing agency
Now that we’ve explored the critical importance of digital marketing in modern healthcare let’s explore the key qualities to look for when choosing a healthcare digital marketing agency. Assessing each agency against these qualities will ensure that you find a partner that understands your specific needs and can deliver the results you’re looking for.
Expertise in the healthcare sector
Start by assessing just how confident and capable your agency partner is in healthcare. Do they have examples of work? What campaigns have they worked on, and with? Can they demonstrate results and impact?
When selecting a healthcare digital marketing agency, it’s crucial to find one that has expertise and experience in the healthcare industry. The healthcare sector is unique with its own set of regulations, ethical considerations, and patient expectations. An agency like 42group that specialises in healthcare marketing will be familiar with these nuances and be able to navigate them effectively, ensuring compliance and building trust with patients.
Ask potential agencies about their experience working with healthcare clients and inquire about any specific success stories or case studies they can share. This will give you a sense of their industry knowledge and their ability to deliver results in the healthcare space.
Proven track record in digital marketing
While industry expertise is important, it’s equally crucial to find a healthcare digital marketing agency with a proven track record in digital marketing. Look for an agency that can demonstrate its ability to drive results and deliver on its promises.
Ask for references and testimonials from past and current clients. Reach out to these references and inquire about their experience working with the agency. Did they see a significant improvement in their online visibility and patient engagement? Was the agency responsive and proactive in its approach? These testimonials will provide valuable insights into the agency’s capabilities and credibility.
Understanding your specific business needs
Every healthcare business is unique, with its own set of goals, target audience, and competitive landscape. It’s essential to choose a healthcare digital marketing agency that takes the time to understand your specific business needs and tailor their strategies accordingly.
During the selection process, look for agencies that ask in-depth questions about your business objectives, target audience, and current marketing efforts. This demonstrates their commitment to crafting a customised strategy that aligns with your goals and maximise your return on investment.
Evaluating the services offered by digital marketing agencies
Once you have narrowed down your options to a few healthcare digital marketing agencies that meet the above criteria, it’s time to evaluate the specific services they offer. While every agency will differ in the exact services they provide, there are a few key offerings that you should look out for.
Website optimisation
A well-designed and user-friendly website is the cornerstone of any successful digital marketing strategy. Look for an agency that specialises in healthcare website optimisation and can provide feedback on improvements you can make. They should have experience creating websites that are easy to navigate, and optimised for search engines.
Search engine optimization (SEO)
Search engine optimization (SEO) is essential for increasing your website’s visibility and driving organic traffic. SEO encompasses strategies such as keyword research, on-page optimization, and link building, among others.
Ask the agency about their approach to SEO and inquire about any past successes they have had in improving search engine rankings. Look for agencies that stay up-to-date with the latest SEO trends and best practices, as search engine algorithms are constantly evolving.
Social media marketing
Social media platforms have become powerful tools for healthcare businesses to connect with patients and showcase their expertise. Look for an agency that can help you create and manage social media accounts on platforms such as Facebook, Instagram, X (formerly Twitter). Depending on your audiences and project, you should also consider LinkedIn advertising. This is a crucial channel for engaging with business professionals and other thought leaders in the industry.
In addition to creating engaging social media content, the agency should also have a deep understanding of healthcare compliance and privacy laws. This ensures that your social media campaigns adhere to industry regulations and maintain patient confidentiality (if they’re targeted at patients).
Content Marketing and Blogging
Content marketing is a key strategy for healthcare businesses looking to engage their audience. Content marketing can achieve multiple objectives. You can use content to educate our audience (patients and stakeholders), establish your business as a thought leader, showcase the benefits of a new medical device or treatment, or more. Look for an agency that can create high-quality, informative content such as blog posts, articles, and ebooks. Content should be created in line with your strategic objectives, including SEO.
Ask potential agencies about their approach to content marketing and inquire about any specific content creation projects they have undertaken for healthcare clients. A strong content marketing strategy should include keyword research, content promotion, and measurement of key performance indicators (KPIs) such as website traffic and engagement.
Making the final decision: Choosing your digital marketing partner
After thoroughly evaluating the services and qualifications of each healthcare digital marketing agency on your shortlist, it’s time to make the final decision. However, this decision should not be based solely on cost or the agency’s portfolio. It’s important to consider several other factors to ensure a successful and long-lasting partnership.
Comparing costs and value for money
While cost is undoubtedly an important factor, it should not be the sole deciding factor. A healthcare digital marketing agency that offers the cheapest rates may not necessarily deliver the best value for money. Consider the agency’s expertise, experience, and the breadth and depth of services they offer when comparing costs. Remember, investing in a reputable and effective agency is an investment in the long-term success of your business.
Assessing the agency’s communication and support
Effective communication is crucial in any business relationship, and the partnership between a healthcare business and its digital marketing agency is no exception. Look for an agency that maintains open lines of communication, is responsive to your inquiries, and provides regular progress updates.
During the evaluation process, take note of how each agency communicates with you. Are they proactive in addressing your concerns and answering your questions? Do they take the time to explain their strategies and provide transparent reporting? A digital marketing agency that prioritises clear and effective communication will be a valuable partner in achieving your business goals.
Considering the agency’s culture and values
Finally, consider the culture and values of the healthcare digital marketing agencies you are considering. Building a successful partnership requires alignment not only in terms of expertise and services but also in terms of values and working styles.
Take the time to understand each agency’s culture, mission, and values. Do they align with your own values and aspirations? Are they a good fit for your organisation’s culture? These considerations may seem intangible, but they play an important role in creating a harmonious and productive partnership.
Why finding a digital marketing partner is a priority
Choosing the right healthcare digital marketing agency can be a daunting task, but it’s a decision that can have a significant impact on the success of your business. By understanding the importance of digital marketing in healthcare, identifying the essential qualities to look for in an agency, and evaluating the services offered, you can find a partner that will help you navigate the complex world of online marketing and grow your business.
Remember to consider factors beyond cost, such as communication and support, as well as the culture and values of the agency. A well-rounded evaluation process will ensure that you make an informed decision and select an agency that is the right fit for your specific needs and goals. With the right healthcare digital marketing agency by your side, you can take your business to new heights and reach more patients than ever before.
Want to work with a healthcare digital marketing agency that can help you engage your audiences? Contact 42group today.
