3 Ways To Boost Private Healthcare Marketing Strategy

Effective private healthcare marketing strategy zooms in on what matters most to patients. 

Understanding the needs of those you serve – beginning with how they research options – empowers effective outreach and communication. 

Private practices should lean heavily on what sets them apart: Providers influence positive health outcomes with a personalized approach. Likewise, your healthcare marketing efforts should be a tailored client or patient experience – reflective of your commitment to improving their health.

Healthcare marketing works to:

• Attract new patients 
• Educate consumers 
• Gain more referrals 
• Build your name recognition 
• Book more appointments
• Engage loyal clients 

These tips are designed to help you meet several goals simultaneously. 

How Do You Market A Private Medical Practice?

Begin by answering the consumer’s questions before they come to you for healthcare. 

Consumers first use Google and other search engines to find basic information about their health issues. Before choosing a provider, patients often want to know more about typical clinic services or common treatments specific to their concerns. For specialists in private healthcare, especially, it’s critical to meet this consumer need. 

Well-written blogs or articles on your website educate consumers – not only about treatment areas but also about your providers. This type of healthcare content marketing provides immediate value to potential patients and positions your practice as an authority in the field.  

Think about the most common reasons people need your services. The top few can inspire your first blog posts. Each piece of content should answer one (or at most, two) specific questions that an average patient or caregiver might type into Google for research. 

Explore stories about memorable patient experiences and extraordinary providers through HIPAA-compliant publishing means. Blogs about real people and real services are great education tools and can demystify healthcare. Plus, people will remember a compelling story – and associate it with your brand.  

Search engine optimization (SEO) is the heaviest factor in whether your content will reach your intended client. Picking the right topics and following keyword and metadata best practices are essential. Maintain timely and detailed blogs to help your SEO rank. 

Tips for better content: 

• Keep a narrow focus: Even a specialty practice might have dozens of services. Pick one at a time.
• Write in specific terms but translate medical jargon.
• Explain clearly how diagnosis, testing, treatments, and medicines work.
• At the end, include links to provider bios and information on making an appointment.

Can Healthcare Marketing Improve Referrals?

How’s the old saying go? It’s not what you know – it’s who you know. Really, it’s both when we’re talking about referrals. 

Marketing for private healthcare creates awareness around your specialty or niche. It’s important that potential clients – and referring providers – know the scope of your services. 

Both online and offline networking leverage a connection that patients have come to trust: One professional with their best interest in mind recommends another who can best help. 

How to market for referrals:

• Communicate you’re accepting new patients  
• Launch a newsletter for professionals  
• Announce awards or recognition of providers 
• Write new doctor blogs for your website 
• Offer to give speeches 
• Attend seminars and join industry podcasts
• Volunteer at a variety of public events 

What Is a Healthcare Marketing Website Strategy? 

Your website is one of the most powerful marketing tools you have. It’s the welcome mat for what many commonly call the “digital front door.” 

Extend a warm welcoming message by focusing on what consumers want when they first encounter your practice website. 

Ensure site navigation makes it easy to find:

• Your appointment-setting portal
• A list of specialties or services
• Insurance/payment acceptance information
• Office hours and contact info

Your homepage should visually feature the experience people have with your services. Key phrases and prominent headlines should convey your values, mission, and expertise. 

Internal pages – conveniently linked and on navigation menus – should present practical information in accessible formats. 

Consider how new and existing clients need different types of content. Examples: New patient forms. Telemedicine options. FAQs. Parking and accessibility on site. Updates on admitting privileges, new providers, or service types. 

This marketing step conveys that you understand patient needs – and will know how to help them on their healthcare journey. 

Automation in customer relationship tools can work hand-in-glove with your website content. Set up notifications (email and text) to deliver appointment reminders, billing info, document requests, and relevant building updates. If you have provider bios on your website, sharing those with new patients before their arrival instills confidence and adds a personal touch.

Ready to revamp your marketing strategy? Tap into our expertise at Beyond Marketing. We’re standing by to support your healthcare marketing success. Contact us today to start a conversation.