The 8 Best Health Care Marketing Strategies for Your Organization | Brafton (2023)

How patients seek out new health care organizations has dramatically changed since the advent of digital marketing. In the past, people might’ve been content just looking up the closest provider that takes their insurance and heading there. Because what else do you need to know?

Or, maybe the better question is, what else could you know?

Therein lies the new problem that health care marketers have to deal with: Patients want a lot more information before punching it into their GPS. Not only do they have questions, they want answers now. And they expect you to have those answers ready.

That’s why you need a health care marketing strategy. Prospective patients are more likely than ever to research a facility and its practitioners ahead of time. They want to see an appealing and informative website, positive customer reviews, a prevalent search engine presence and more. If they don’t like what they see, they’ll move on to the next one that does have those things.

Of course, getting the patient through the front door is (literally) just the first step in their journey at your facility. Your patients need to become your proxy marketers, able to recommend your practice in both an online review and as a word-of-mouth referral. They also need a platform and a reason to do so.

If this sounds complicated, don’t worry. Digital health care marketing is, in many ways, a complex science. This piece is here to break it down for you. By the end, you’ll have a solid foundation for your new digital marketing strategy and an idea for success that proves your efforts were worth it.

The Importance of Digital Marketing to Today’s Health Care Facilities

To put it succinctly, health care has become more competitive. Patients expect more from their providers and they’re far more likely to shop around. This makes digital health care marketing more vital than ever.

Even if you already feel your practice has enough patients, you can’t guarantee they’ll stay patients once an opportunity arises for greener pastures. Also, you won’t be replacing your patients as effectively as you would with a solid digital marketing presence. All it takes is one negative experience — which might be shared with the world on Google, Facebook and/or Yelp — and prospective patients will be less inclined to look your way.

At the risk of stating the obvious, marketing works. A health care facility with a successful, comprehensive marketing strategy is always going to be better at bringing in patients and establishing itself as a high-quality and reputable institution.

However, there’s a lot more to health care marketing than bringing in new patients. You also want to:

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  • Reach out to your patients and keep them engaged.
  • Attract physician referrals.
  • Build a solid online reputation.
  • Position your physicians as thought leaders.
  • Help your patients feel empowered about their health.

How do you accomplish all that? By crafting and deploying one of the best health care advertising strategies out there. We’re happy to explain how.

The 3 Pillars of Successful Health Care Marketing

Search for the pillars of successful health care marketing and you’ll get the same answer across many web pages. Here’s how the health care marketing agency GMR Web Team defines them:

  1. A satisfied and loyal patient base.
  2. A stellar online reputation.
  3. A robust internet presence.

Note that these 3 pillars are interconnected. To gain a stellar online reputation, you need a satisfied and loyal patient base. To get those patients in the first place, you need a robust internet presence. Only after you satisfy all 3 criteria can you have a successful marketing strategy.

8 Health care Marketing Strategies That Work

1. Content Marketing

Because content marketing can refer to practically any type of online content, this sort of marketing admittedly can mean a lot of things — blogs, landing pages, videos, social media posts and white papers are all varieties.

But that doesn’t really explain what content marketing is: online media that stimulates interest in a brand, product or service.

Health care content marketing is, practically by definition, a multifaceted strategy. You don’t do just blogs or just social media posts — you tie a bunch of content together as part of a larger marketing ecosystem. For example, your social media posts lead to one of your blogs, which might lead to your website, an eBook or a white paper.

2. Build an Appealing, Informative Website

If potential patients are scoping you out, you can be sure they’re interested in your website. People judge websites very quickly, and the slightest flaw in its aesthetics or ability to provide information quickly can lead to one — or, more likely, many — that got away.

Building the perfect website is no small feat. However, you should be able to predict what consumers want to see as soon as they see your homepage. Make your contact information readily visible: Phone numbers, locations, primary services, and a contact form should all be there.

If you’re not yet familiar with the term “brand voice,” now’s the time to learn what that means. Everything on the page should reflect your brand’s personal styling. This means a design and imagery that flow consistently, with a tone that matches how you want to sound. Do you want to be strictly formal and professional, or would you rather add a bit of a conversational tone? Whatever you choose, stick with it for all your marketing materials.

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Once you’ve decided on that, focus on your consumer experience (CX). Find a professional who knows what that means and how to get there. Using your website should be a seamless process for the customer: If they’re looking for contact information, put it at the top of the page in big, bold lettering. If they want to book an appointment online, don’t make them search for the form. Whatever your customers most often want to do when they visit your website, they should be able to do it without any frustration. Anything less and you could lose them forever.

Make It Snappy

Page load speeds can mean the difference between a new customer and a lost one. Get your web developer to reduce the time it takes to load your home page and reach the end of any link. If a page takes longer to load than a customer expects, they may leave.

Page load speeds also affect your search engine optimization (SEO) rankings. Consider what a search engine like Google wants its top results to be. Slow loading times will cause your page to sink in the rankings, potentially making it virtually invisible to prospective new patients, or at least less visible than it could be.

3. SEO-focused Marketing

Many, if not most, people experiencing potential symptoms will do a little digging to get a basic idea of what sort of diagnostic possibilities they’ll encounter. “Symptoms of X” fight for the top of search engine result pages (SERPs) as much as anything else does.

If you want to position yourself as an authoritative and trustworthy leader in the health care industry, you can use SEO-focused marketing to put your articles at the top of SERPs. This makes information-seekers much more likely to click on your material; if they find your page helpful, they’ll be more likely to come to you for professional advice in the future. Also, make sure you include the wisdom of visiting a health care professional for a far more educated diagnosis on any page matching symptoms to illnesses. We may all be vulnerable to self-diagnosis, but the bigger part of our brains should know better than to trust our unprofessional opinion.

4. Social Media Marketing

If there’s any place where attention spans are brief, it’s social media. When you’re scrolling through your social media feed of choice, you’re unlikely to read or click on everything you see. Instead, you’re looking for something that immediately jumps out at you and makes you stop to read more.

Scrolling through social media posts looking for a hit is like trying to find Polaris when stargazing. Think of Polaris as a post that leads to a blog (or landing page, or website or whatever) the reader is curious enough about to stop and read. You probably have a vague idea where it is (thanks to how social media personalizes feeds and shows you content it thinks you’ll be interested in), and you’re looking through your telescope’s lens (your feed), coming across many other stars that you can tell aren’t Polaris (stuff you pass over). So you move past them until you find signs of the Ursa Minor constellation, where you can find Polaris. You’ve gotten this far, so you know you’re close to a hit. Eventually you analyze each of those stars to identify the constellation and find Polaris — this is the post that gets your attention.

Your social media post is Polaris in an endless universe of other content. Hire a professional content marketing team that knows social media; the return on investment (ROI) can be infinitely worth it.

5. Email Marketing

Email marketing is known for being effective, easy and relatively cheap. The only things you need for an email marketing campaign are a list of addresses and a well-crafted email they’ll want to open and read.

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This, like other forms of marketing, requires a strategy. Consider:

  • How often should you send out emails?
  • What information will you put in them?
  • What should the subject line be?
  • What are you trying to accomplish?
  • Why should the reader stop and read your email?

The key component when crafting your emails is “value,” which is what you must provide for the reader to make them stop and open your message. For example, the first thing any recipient sees is the subject line, and this can be either the beginning or end of their journey. If it offers sufficient value for the reader, they’ll take the time to view the rest. People often scan email subjects without reading them carefully, so you want maximum value packed into as few words as possible.

Put more simply: Offer your recipient something they want to read while other messages are vying for their attention.

A couple of quick tips about emails: Many people check them with a portable internet-connected device, so make sure your email is easy to read on mobile. This means it’s easily skimmable — keep paragraphs short and to the point, lest the reader loses interest — and formatted to be viewable on smartphones and tablets.

Whatever you do, don’t use “sales-y” language. Pretty much everyone hates ads. If a reader detects you’re trying to sell them something, they’ll almost certainly stop reading and move on to the next email in their inbox.

6. Online Reviews

Online reviews are an aspect of your health care marketing strategy that you can’t afford to pass over: 72% of health care consumers seek out providers with high ratings, according to a 2022 survey by Reputation. How you get those high ratings is up to you, but once you have confidence in your reputation, you can encourage them to write reviews. Consider requesting this in a text message or email.

However, one important point about online reviews, solicited or not: Patients will only leave them if they feel compelled to do so. That usually means they either had an especially positive or particularly negative experience they want to share with others.

Customers appreciate you demonstrating that their opinion matters to you. Take the time to offer personalized (that is, not canned) responses to those who describe having a bad experience. Acknowledge their experience and, if possible, offer them a solution. Anything is better than nothing here, so it’s fine to offer a contact number where they can talk to someone over the phone about their experience — though you’re certainly not limited to this type of response.

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Naturally, you can’t expect a perfect rating every time. Resist the urge to get defensive from even the most unfair of negative reviews. That will always come across poorly. But as long as you have a solid idea of what your patients think of you (whether through anonymous surveys or something else), you’ll want them to share that experience so new patients feel more comfortable when they book that first appointment. Take advantage of what your practice does best and play it up — if it makes you stand out, others will note it in their reviews so you’re not just another health care practice.

A warning about online reviews: Don’t try to game the system by buying positive reviews or posting your own. All reputable review sites have protections against that kind of thing.

7. Pay-Per-Click (PPC) Advertising

Before search engines put up their top organic results (that is, those that are best optimized for SEO), they’ll put those who have paid for the temporary privilege to be there. This is simply referred to as a Google ad.

In short, you’re paying for the right to put your site at the top of a SERP, if only for a while.

Like SEO-focused marketing, the idea behind PPC advertising is to make your results visible. But unlike the former, you wouldn’t be doing this organically through SEO, and you’re also only paying for the click — whether or not they read the article, much less click the CTA, isn’t part of the deal.

You can expect some short-term gains with PPC advertising, so it’s good if you want to give your health care organization a head start in breaking through the competition. You don’t have to do anything special for PPC advertising except create a page and pay for clicks. Of all the marketing strategies you can use, this probably requires the least effort. This strategy can get your organization’s foot in Google’s door.

8. Word-of-Mouth Marketing

Don’t underestimate the value of a good reputation among a certain family or group of friends — they’re often the first people a potential patient will go to if they have a problem. After all, whose opinion do we trust the most when we want advice? As a health care provider, it’s in your best interests to assume they’re one of your patients. Odds are high that person’s opinion matters to at least a few if not many others.

Plus, maybe they’re a health care social media influencer. The point is, word-of-mouth advertising matters.

To help get that word-of-mouth referral, take the extra step after a patient visit and contact them to ask how their experience at your facility was. For all you know, they were about ready to post a negative online review about you and tell their friends and family not to visit you because they had a bad experience. You can nip that in the bud with a simple follow-up call.

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So Many Strategies, So Little Time To Implement Them

By now, you should be getting the idea that your marketing efforts should be comprehensive and multifaceted because they’re all part of the same ecosystem that makes up your brand’s reputation. It’s not enough to just master each of these strategies individually; you have to make them all work together to create the giant that is your brand’s reputation. When it comes to health care marketing, the whole is the sum of its parts.

Marketing might seem difficult because the end product you’re trying to create is both complex and amorphous. But as Henry Ford famously said, “Nothing is particularly difficult if you divide it into small jobs.” He was referring to the automobile, but the same concept applies to marketing. You work on each part of your marketing campaign, then put it all together and, after it’s all been assembled, it’ll work to bring in and keep loyal customers. And once you can get your health care digital marketing strategy up and running, you can earn a reputation as one of its champions in your area.


What is marketing strategies in healthcare? ›

Healthcare marketing is a process of strategic outreach and communications designed to attract healthcare consumers, guide them through their healthcare journey, and keep them engaged with the health system.

What are the 5 P's of healthcare marketing? ›

The 5 P's of Healthcare Marketing
  • Physician. First and foremost, you need to believe in what you are selling and, ultimately, you are selling the provider. ...
  • Patient. ...
  • Professionals. ...
  • Policy Makers. ...
  • Payers. ...
  • 10 Reasons Your Business Needs an Optimized Website.
Mar 22, 2022

What are the 4 P's of healthcare marketing? ›

06 Sep The 4 P's of Healthcare Marketing. The 4 P's of marketing, price, placement, product, and promotion are essential to running a successful business. Their effectiveness extends to the healthcare field as well.

How can we promote healthcare? ›

8 Marketing Strategies for Healthcare Organizations
  1. Use messaging apps. The world of your customers is noisy. ...
  2. Set up digital signage. ...
  3. Test influencer marketing. ...
  4. Create lead buckets. ...
  5. Increase internal marketing. ...
  6. Create content for niche communities. ...
  7. Engage with social media. ...
  8. Employ video marketing.

What are the 7 marketing strategies? ›

The 7Ps of marketing are – product, pricing, place, promotion, physical evidence, people, and processes. The 7 Ps make up the necessary marketing mix that a business must have to advertise a product or service.

What are the 5 main marketing strategies? ›

The 5 P's of marketing – Product, Price, Promotion, Place, and People – are a framework that helps guide marketing strategies and keep marketers focused on the right things.

What are the 5 C's of public health? ›

The 5 C's of Integrated Health: Care, Collaboration, Cost, Community & Culture.

What are the 5 A's of healthcare access? ›

They grouped these characteristics into five As of access to care: affordability, availability, accessibility, accommodation, and acceptability.

What are the marketing segments in healthcare? ›

In simple terms, there are three major healthcare industry market segments within the U.S. market: The Provider market, the Payer market, and the Supplier market.

What are the 3 C's and 4 Ps of marketing? ›

The 4 Ps are Product, Price, Promotion and Place - the four marketing mix variables under your control. The 3 Cs are: Company, Customers and Competitors - the three semi-fixed environmental factors in your market.

Why is healthcare marketing important? ›

Builds Brand Awareness

Brand awareness is essential to ensuring potential customers recognize your practice and what it offers. Without it, you risk your practice getting lost in the competition. Brand awareness and solid marketing help you distinguish your practice's identity and unique offerings in your industry.

What is the most important of the 4 Ps of marketing? ›

I believe this highlights why the product is the most important aspect of the four P's of marketing – Product, Price, Place, and Promotion. Without a product, you cannot implement any one of the other three elements of the marketing mix. And great products are easy to market as they serve both a need and want.

What are examples of health promotion? ›

Increasing Access to Healthy Foods and Physical Activity Opportunities. A healthy diet and regular physical activity can help prevent weight gain, heart disease, stroke, type 2 diabetes, and some kinds of cancer.

What are 10 ways that PHNS improve health? ›

PHNS advocate for community assets that lead to healthier people such as safe and affordable housing, healthy school meals, tobacco prevention policies, safe places to walk and bike, access to healthy food, appropriate behavioral health treatment services, violence prevention and trauma informed care.

How do you target healthcare professionals? ›

6 Effective Tactics for Marketing to Healthcare Professionals and Organizations:
  1. Prioritize Personalization.
  2. Build Trust Through High-Quality Content.
  3. Enhance Your Digital Experience.
  4. Create Multiple Touchpoints.
  5. Incorporate Social Media Advertising.
  6. Learn From Your Analytics.
Aug 17, 2022

What are the 9 ways of marketing strategy? ›

There are nine major steps required to develop a well-crafted, strategic marketing plan: set your marketing goals, conduct a marketing audit, conduct market research, analyze the research, identify your target audience, determine a budget, develop specific marketing strategies, develop an implementation schedule for ...

What are 6 main points of marketing strategy? ›

The building blocks of an effective marketing strategy include the 6 P's of marketing: product, price, place, promotion, people, and presentation. The effective integration of the 6 P's of marketing can serve as the foundation for an effective growth strategy.

What are the 4 C's of marketing? ›

The 4 C's of Marketing are Customer, Cost, Convenience, and Communication. These 4 C's determine whether a company is likely to succeed or fail in the long run. The customer is the heart of any marketing strategy.

What is the most successful marketing strategy? ›

Most effective marketing strategy: Social marketing

Social marketing is an effective way for small businesses to connect with customers and build engagement in a natural, non-intrusive way.

What are the 4 of a good marketing strategies? ›

What are the 4Ps of marketing? (Marketing mix explained) The four Ps are product, price, place, and promotion. They are an example of a “marketing mix,” or the combined tools and methodologies used by marketers to achieve their marketing objectives.

What are the four 4 types in effective marketing strategy? ›

4 Types Of Marketing Plans And Strategies
  • Market Penetration Strategy.
  • Market Development Strategy.
  • Product Development Strategy.
  • Diversification Strategy.

What are the 8 C's in healthcare? ›

These caring elements can be described as: Compassion, Competence, Confidence, Conscience, Commitment, Courage, Culture and Communication.

What are the 7 A's of public health? ›

This article outlines how using the Seven A's (awareness, accessibility, affordability, appropriateness, adequacy, acceptability, and availability) can help nurses and agencies effectively determine the fit between older adults and community support agencies.

What are the 6 P's of health? ›

Instead, Herrmann and her team created an improved nurse rounding program known as the "6 Ps" of patient care, or Pain, Personal Needs, Pulmonary Hygiene, Positions, Possessions and Place.

What are the 5 pillars of health outcomes? ›

Essentially the 5 pillars of health can be broken down generically into the following 5 areas—physical, mental, emotional, social, and spiritual.

What are the five 5 factors that promote your health identify and explain? ›

Studies indicate that the following five factors make the biggest difference in overall health and wellness: 1) diet; 2) rest; 3) exercise; 4) posture; and 5) avoiding the use of alcohol, drugs and tobacco.

What are the 8 market segments? ›

Read this article to learn about the eight important bases for segmentation of market, i.e., (1) Geographic Segmentation, (2) Demographic Segment, (3) Economic Segmentation, (4) Psychological/Psychographic Segmentation, (5) Sociocultural Segmentation, (6) Use Related Segmentation, (7) Benefits Segmentation, and (8) ...

What are the 7 market segments? ›

7 Specific Forms of Market Segmentation
  • Needs-Based Segmentation. ...
  • Loyalty-Based Segmentation. ...
  • Generational Segmentation. ...
  • Cultural Segmentation. ...
  • Online Behavioral Segmentation. ...
  • Firmographic Segmentation. ...
  • Attitudinal Segmentation.

What are the 3 important P's in marketing? ›

The New 3Ps Of Marketing: People, Personalisation And Privacy | Salesforce.

What is STP model in marketing? ›

What Is STP marketing? Segmentation, targeting, and positioning (STP) is a marketing model that redefines whom you market your products to, and how. It makes your marketing communications more focused, relevant, and personalised for your customers.

What are the 3 S of marketing? ›

In order to get to the top of their market, brands must master the 3S's of Story, Strategy, and Systems that shape Transformational Marketing.

What makes healthcare marketing unique? ›

Alongside patient confidentiality, there can also be product confidentiality. Something that makes healthcare truly unique to market is the fact that some of its products are prohibited from being marketed (or advertised) at all.

Why is healthcare marketing difficult? ›

Patients all have different types of insurance. So there's the cost of the services provided, but reimbursements are very different from patient to patient, and it may take months to understand how much a physician is actually getting paid. This makes attributing revenue to marketing a consistent, complex challenge.

Why is healthcare marketing unique? ›

Healthcare marketing is different from business marketing in that it is a specific niche with specific marketing needs, not always based on demographics.

Why is 8ps of marketing essential to understand? ›

The 8 Ps of marketing is product, price, place, promotion, people, positioning, processes, and performance. The goal is to get them working together for your marketing mix. If you can you'll have a much better chance to attract and convert your potential customers.

What are 5 examples of promotional materials? ›

What Are Promotional Materials in Marketing?
  • Business cards.
  • Company swag.
  • Product packaging.
  • Signage.
  • Trade show display.
  • Mailers.
  • Brochures.
  • Catalogs.
Apr 6, 2023

What are the four strategies used to promote health and prevent disease? ›

These preventive stages are primordial prevention, primary prevention, secondary prevention, and tertiary prevention.

What are health promoting behaviors? ›

Examples of positive health behaviors include regular physical activity, a healthy diet, adequate sleep, and avoiding tobacco and excess alcohol use. The benefits of health-promoting behaviors include better health, enhanced quality of life, disease prevention, and avoiding premature death.

What are the 3 types of prevention? ›

  • Primary Prevention—intervening before health effects occur, through.
  • Secondary Prevention—screening to identify diseases in the earliest.
  • Tertiary Prevention—managing disease post diagnosis to slow or stop.

What are 3 ways to improve your health? ›

Path to improved health
  • Eat healthy. What you eat is closely linked to your health. ...
  • Get regular exercise. ...
  • Lose weight if you're overweight. ...
  • Protect your skin. ...
  • Practice safe sex. ...
  • Don't smoke or use tobacco. ...
  • Limit how much alcohol you drink. ...
  • Questions to ask your doctor.
Aug 3, 2020

How do you improve healthcare quality? ›

Safe: Avoid injuries to patients from the care that is intended to help them. Effective: Match care to science; avoid overuse of ineffective care and underuse of effective care. Patient-Centered: Honor the individual and respect choice. Timely: Reduce waiting for both patients and those who give care.

How can we improve barriers to healthcare? ›

  1. Right-size your staffing and improve productivity.
  2. Increase efficiency and access to care.
  3. Reduce length of stay and improve patient satisfaction.
  4. Reduce wait times for acute episodes.
  5. Nurse Scribes. Increase quality of worklife and reduce stress on nurses.
Apr 19, 2016

What are KPI targets in healthcare? ›

Healthcare KPIs are quantifiable or measurable factors that reflect upon the goals of an organization. Working without KPIs can create vagueness around performance, and comparing the progress of an organization over different time periods can become very difficult.

What makes a healthcare team successful? ›

Health care teams that communicate effectively and work collaboratively reduce the potential for error, resulting in enhanced patient safety and improved clinical performance.

How do you motivate healthcare professionals? ›

Effective Ways To Motivate Healthcare Employees
  1. Trust Them. If you want a pleasant work environment, you must be willing to build trust. ...
  2. Give Them A Sense Of Purpose. ...
  3. Dealing With Poor Performance. ...
  4. Make Your Workplace A Healthy And Enjoyable Place To Work. ...
  5. Acknowledge Achievements. ...
  6. Focus On Motivating Individuals.
Apr 7, 2022

What are the 4 main marketing strategies? ›

What are the 4Ps of marketing? (Marketing mix explained) The four Ps are product, price, place, and promotion. They are an example of a “marketing mix,” or the combined tools and methodologies used by marketers to achieve their marketing objectives.

Why are marketing strategies important in healthcare? ›

In terms of organizational impacts, an effective healthcare marketing campaign has the potential to increase the number of qualified leads, improve patient retention, and grow overall revenue as well as revenue per patient.

What are the 4 key marketing strategies? ›

Product, price, promotion, and place form the four Ps of the marketing mix. These are the key factors that are involved in introducing a product or service to the public.

What are marketing strategies and examples? ›

A marketing strategy is a plan where a company or firm implements promotional tactics with the aim to win prospective customers over to become customers. Some examples of marketing strategies include promoting brand awareness on the Internet via social media platforms and search engines.

What are the 6 fundamental marketing strategies? ›

The building blocks of an effective marketing strategy include the 6 P's of marketing: product, price, place, promotion, people, and presentation. The effective integration of the 6 P's of marketing can serve as the foundation for an effective growth strategy.

How do you develop a marketing plan for healthcare? ›

Step-by-step guide to making your own healthcare marketing plan
  1. Conduct SWOT analysis. ...
  2. Define your target market. ...
  3. Establish SMART goals. ...
  4. Discuss and analyze key marketing strategies. ...
  5. Stay ahead of the competition. ...
  6. Set your budget.
Oct 22, 2021

What are marketing 4 R's? ›

The 4 key aspects of retail marketing are the relationship with the client, relevance, reward and the reduction of costs. To satisfy a customer and to establish a relationship with said customer is of the utmost importance as this means that they will buy from the company again.

What is the most popular marketing strategy? ›

Most effective marketing strategy: Social marketing

Social marketing is an effective way for small businesses to connect with customers and build engagement in a natural, non-intrusive way.

What is the most common marketing strategy? ›


Inbound is far and away the most effective B2B marketing strategy. Why? Simply put, it's built to attract, engage, and delight customers with meaningful content that provides sought-after solutions and connections.

What are some important marketing strategies? ›

What are the latest marketing strategies?
  • SMS marketing.
  • SEO.
  • Influencer marketing.
  • Affiliate marketing.
  • Google ads (PPC and retargeting)
  • Social media marketing.
  • Content marketing.
  • Video marketing.
Jun 17, 2022


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