HOSPITALS
DIGITAL MARKETING

GOOGLE RESEARCH INSIGHT
▸84% of patients use both online and offline sources for hospital research.
▸Search drives nearly 3x as many visitors to hospital sites compared to
non-search visitors.
▸Patients primarily search on symptoms and condition terms towards the
moment of conversion.
▸44% of patients who research hospitals on a mobile device scheduled an
appointment.
▸53% of patients who did not watch a hospital video were unaware they
existed.

HOW CAN I USE THIS OPPORTUNITY?
▸If you are looking for where to start, then you can focus on
these follow options
Responsive Website
Search Engine Optimisation
Content Marketing
Building Community

WHY RESPONSIVE WEBSITE?
Mobile users on the rise
Social media increases visitors
Improved SEO ranking
Adapting to multiple devices & sizes
Adaptive site - less cost more ROI
Better user experience
More conversions
Less bounce rate
More Prospective
customers
Effective marketing
method
Efficient
More visibility
Less maintenance
and hassle free

SIGNIFICANCE IN HEALTHCARE
▸Health-care marketers like Mayo Clinic are building responsive sites that
emphasize the mobile experience as consumers look for quick and easy
access to wellness advice. Its pregnancy app, for example, is designed
to be a companion for mothers from childbirth through their babies' first
few months. And the clinic's patient app allows people to book
appointments and access their health information.
▸ Telemedicine, in which patients receive treatment via video calls, also
has a growing presence in the industry (see story below). Smartphones
with advanced video capabilities, like high-definition cameras, make it
increasingly possible for patients to connect with quality doctors outside
of their region and receive diagnoses. Telemedicine also cuts costs for
hospitals and patients, which is why more health-care companies are
offering this type of support.

SEARCH ENGINE OPTIMISATION
▸ According to the research report from Google on how people
research hospitals, some 77% of potential patients turn to a search
engine and 76% look at an organization’s website — the most
engagement, by far, with any marketing channels.
misation of your hospital website and investing on paid ads becom

BENEFITS OF SEARCH ENGINE
OPTIMISATION
Increased
Traffic
ROI
Cost
effectiveness
Increased
site usability
Brand
Awareness

CONTENT MARKETING
▸ Hospitals have people eager for very specific content (information
about medical conditions) and in-house experts who can provide it
(doctors, nurses, administrators, etc.).
So Content marketing becomes important. The format of this content
isn’t the most important thing. It can be presented in a blog post, article,
video, or even infographic. What’s essential is that it is informational
and useful.

BENEFITS OF CONTENT MARKETING
▸Higher visibility in search engine
▸More referral and social media traffic
▸Improved Brand reputation
▸Tighter patient/reader relationship
▸Increased conversation potential
▸Higher perceived expertise and
authority
▸Decreased marketing cost

A BRAND IS NO LONGER WHAT WE TELL
THE CUSTOMER IT IS, IT IS WHAT
CUSTOMERS TELL EACH OTHER IT IS
Scott Cook
More than in any other field, the power of the testimonial is key in
health care, as patients and families researching diagnoses often turn
to patients with similar experiences. Social media gives hospitals and
clinics the chance to share patient stories and connect consumers.
BUILDING COMMUNITY

BENEFITS OF BUILDING A COMMUNITY
Build Brand
loyalty
Selling without
“Sell”
Fresh ContentPatient
retention and
engagement
Simple and
cost effective

THANK
YOU A.Rachel Joy
BIM, Trichy