Pillars of Healthcare Marketing:
Reinforcing Your Brand

PILLAR 2: After establishing the foundation for your marketing strategy [mission, brand, HIPAA-compliant website], strengthen what you’ve set in motion. This involves executing on your brand promise, elevating your online presence through organic and paid search, and deploying targeted display and social campaigns.

BRAND REPUTATION & EXECUTION

Naturally, providing excellent care while developing positive relationships with patients is the primary factor in reinforcing a strong brand reputation. But, your brand extends beyond the doors of your business, so it’s also important to build relationships within the communities you serve. Engaging the public via social media and community events help you stay relevant and part of the conversation.

Consistency of brand execution across all facets of your organization including staff, office appearance, website, organic social and marketing is critical to emphasize your brand value regardless how patients, vendors and potential referring physicians interact with your brand.

• Can your entire staff articulate your corporate mission and values?

• Is every phone call answered consistently across shifts and locations?

• Does your website effectively reflect your brand, and serve as an extension of your staff?

Maintaining your positive brand image and reputation are also important for attracting top talent to your team, and reminding current staff why they are in the right place.

VISIBILITY: SEARCH

ORGANIC SEARCH [SEO]

A commitment to strategic, comprehensive search engine optimization [SEO], will improve your website’s visibility and attract organic traffic. SEO will build equity for your site over time. If your content educates, solves problems, and addresses patient pain points, your efforts are already working to position your brand as an expert in the field. Amplify organic search results by structuring this content to support those looking for it. By incorporating relevant keywords and producing high-quality, shareable content, your website can rank higher within organic search engine results pages. This ensures that your practice is being found easily and consistently by healthcare consumers in your service area.

PAID SEARCH [SEM/PPC]

In contrast to organic search, which builds equity for your website over time, Search Engine Marketing or Pay Per Click [SEM/PPC] is like renting a position on a search results page. Through careful budgeting, monitoring, and optimization of a paid search campaign, you can improve your rank position in a more direct way. Bidding on keywords to appear in the right search engine results will drive new site traffic immediately. If your practice’s website is not easily found online when a potential patient is searching for your services, they are likely finding your competitors.

Advance Healthcare’s certified search specialists take a hands-on approach to elevating your brand when consumers need you. As Google Premier partners, Advance Healthcare utilizes best-in-class technology to manage keyword bids, drive conversions and optimize for cost-effective results.

1. https://www.repugen.com/patient-review-survey/?utm_source=pressrelease&utm_medium=article&utm_campaign=promotion
2. https://learn.tebra.com/rs/677-NCQ-300/images/patient-survey-report-fullbatch.pdf
3. https://www.beckershospitalreview.com/healthcare-information-technology/google-receives-more-than-1-billionhealth-questions-every-day.html

This article highlights the second of four pillars that support thoughtful marketing tactics of thriving healthcare organizations.

ENSURE A PATH TO SUCCESS FOR YOUR ORGANIZATION

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