Medical Marketing: 20 Strategies for Your Practice
These days, medical marketing goes far beyond putting up a billboard or running an ad in the local paper. It’s about building genuine connections in your community and standing out in the crowded healthcare market. Whether you’re a solo provider or part of a larger hospital, having a smart, well-rounded strategy is key to attracting prospective patients and earning their trust.
From digital marketing techniques like SEO to more personalized efforts using tools like Weave’s software for medical communications, where do you start? People are increasingly seeking fast, clear, and trustworthy care, and more often than not, their search begins online. But what advertising initiatives should you be prioritizing?
In this guide, we’ll walk you through 20 proven strategies for finding and connecting with patients. If you’re interested in automating your medical practice marketing, give us a call to discover our powerful tools.
1. Optimize your website for mobile
In today’s digital era, people often look online to find physicians in their area. This means your website is the first impression people will have of your practice.
A fast and mobile-friendly site sets the tone for the rest of the patient journey and can have a significant impact on whether someone chooses your services over those of another provider.
Your site should work smoothly on any device, especially smartphones, since that’s where most people start their healthcare search.
Use clean, easy-to-read text and keep your site layout simple so visitors can find what they need without frustration. Fast load times and clear answers to common questions help build trust right from the start.
2. Leverage search engine optimization (SEO) for local visibility
SEO is one of the most effective ways to connect with potential patients who are actively searching for healthcare services in your area. To start, you need to set up and optimize your Google Business Profile. This is what appears in Google Maps and at the top of results when people search for medical practices.
Don’t forget to naturally incorporate search terms into your profile that your patients might use. This helps your site show up when it matters. For example, you might include something like “best doctor in Austin” or “top physicians in San Diego.”
When done right, local SEO can make your practice one of the first names that people see and trust when searching for care nearby. We recommend leveraging local SEO tools, such as Moz Local, to monitor your performance over time.
3. Invest in pay-per-click (PPC) advertising to increase visibility in local search results
Pay-per-click (PPC) campaigns enable you to achieve immediate high rankings in relevant searches, providing an instant boost in traffic and visibility. Consider launching PPC campaigns through Google Ads or Bing Ads to appear in local health-related searches.
Be selective with the keywords you use in ads. General terms like “healthcare services” are too broad. Instead, try phrases that accurately reflect your exact offerings, such as “pediatric urgent care” or “dermatology clinic in Loveland.”
This level of specificity will help your medical marketing ads reach the right audience when they need care the most.
4. Leverage social media platforms to engage with patients
Social media marketing is an effective way to connect with your patients on the platforms they use daily. We recommend setting up your practice’s profiles on Instagram, Facebook, and LinkedIn so you can share educational content, patient stories, and health tips with your audience.
Try to post consistently and keep things interesting. Think short and fun videos, real patient stories, helpful tips, or even a behind-the-scenes look at your team.
5. Create educational content to build trust
People want to feel confident that they’re choosing the best healthcare provider. Your brand can establish its expertise by sharing educational content. From blog posts and infographics to fun videos, you can answer common patient questions and address any trending healthcare topics relevant to your practice.
A content calendar can help you stay on top of your posting schedule. Be sure to focus on providing tangible value to your potential clients. Here are some ideas for a few blog posts:
- How To Prevent the Flu This Winter
- 10 Tips for Allergy Season
- What To Expect During Your Colonoscopy
- How Long Do Mammography Procedures Typically Take?
- How Often Should You Go to the Dentist?
6. Implement email marketing campaigns for effective communication with your clients
Email may feel old-school, but it remains one of the most effective ways to stay connected with patients between visits. It reminds your clients of your practice, so the next time they need to see a healthcare professional, they’ll know who to call.
You can start by building an email list of patients and potential leads. Send them regular newsletter updates with health tips, practice news, or promotional offers.
For more success, we recommend segmenting your contact list so you can tailor your email marketing content to each audience. For example, you may create lists of new clients, repeat patients, or people who’ve just visited your office. Then, you can send things like follow-up surveys after visits or appointment reminders.
7. Encourage and manage your patient reviews
In today’s digital age, online reviews are among the first things potential patients check before choosing a healthcare provider. Positive reviews help your practice stand out among the competition in the healthcare community.
So, how do you gather good feedback? First, make it easy for patients to leave reviews by giving them direct links to your Google Business Profile and Yelp pages. You can text them these links or send them in a follow-up email.
Weave’s review software helps you automatically request reviews from patients after each visit.
8. Develop a referral program for existing patients
People generally trust other people more than they do ads. A referral program helps your medical practice grow through word-of-mouth referrals.
Offering a small discount to patients who bring in a friend can go a long way in growing your practice. It can be helpful to leverage an automated tracking system within your existing digital platforms, allowing you to easily keep track of your referrals. This will help you stay on top of timely rewards.
9. Host webinars and virtual health seminars
Would you like to engage with your community in a more personal setting? Consider hosting virtual webinars on health-related topics to educate the community and showcase your expertise. For example, your medical practices might host webinars on:
- Managing Chronic Pain
- 10 Tips for Reducing Stress From San Diego Physicians
- How To Find Affordable Medical Services
You can stream your seminars on social media or send email sign-up forms to make it easy for your patients to join on time.
10. Collaborate with local businesses for cross-promotions
Partnering with another local healthcare organization can help you reach new audiences who may not be aware of your practice. Start by identifying local businesses that share your target audience, such as other physicians, wellness centers, spas, gyms, or any facilities offering health services. Then, ask whether they might be willing to work together.
You can offer joint promotions, discounts for employees, referrals between practices, and more.
11. Utilize video marketing to showcase your services and patient experience
With apps like TikTok gaining popularity, people are increasingly preferring video content over other forms. Try creating short, engaging videos that introduce your practice, explain common procedures, or feature testimonials from satisfied patients. You can use multiple channels, such as your social media accounts or core website pages, to share this content.
12. Implement a patient loyalty program
Medical practices that succeed have loyal patients. Your medical marketing strategies should focus just as much on your existing patients as they do on finding new clients.
A solid loyalty program turns one-time patients into long-term partners who leave stellar reviews. Your loyalty program might offer rewards for repeat visits, discounts on health services, or exclusive tips.
You can use your CRM system to keep track of loyalty points. This will make it easier to reward patients with benefits once they’ve accumulated enough points.
13. Engage in community outreach and sponsorships
Healthcare marketing isn’t all about technology. Sometimes, you have to roll your sleeves up and get involved in the community.
Sponsor local events, health fairs, or sports teams to enhance your brand’s visibility in the community. Participating in charity events or offering free health screenings shows that your providers care about more than just profits. You’re here to make the community a better, healthier place.
14. Monitor and analyze your digital marketing metrics
Taking time to review your numbers gives you a clearer picture of what’s connecting with patients and where there’s room to adjust your approach. You should regularly review the performance of your campaigns using Google Analytics, social media insights, and PPC dashboards. Keep an eye on:
- Website traffic
- Conversion rates
- Patient acquisition costs
- Your practice’s market share
To measure data throughout your internal health systems, you can use tools like Weave’s Analytics, which integrates with your CRM.
15. Stay updated with industry trends and regulations
The healthcare industry is constantly evolving. Staying up to date ensures that your marketing strategies are relevant and compliant.
You can subscribe to healthcare newsletters to stay informed about the latest regulatory changes that might impact your organization.
We also recommend participating in online webinars or conferences on medical marketing trends to gain insights and connect with peers from other industries and the healthcare sector.
16. Personalize your patient interactions
Patients expect simple, personalized care. When you personalize your experiences, you drive engagement, boost the quality of your care, and increase the likelihood of repeat visits.
But how can your brand tailor its marketing efforts at scale? Start by using CRM systems to collect patient data. This makes it easier to personalize follow-up emails, appointment reminders, and promotions.
For example, you can send patients a birthday email or healthcare tips that focus on their recent concerns.
17. Offer telemedicine services
Telemedicine is becoming increasingly popular among medical practices, which means that more and more patients are opting for it. Offering it can help you stand out in the market while accommodating consumer preferences for remote care.
You can integrate telemedicine into your health systems by offering virtual consultations for non-urgent concerns. Try advertising these services through your website and social media to attract patients who prefer a virtual option.
18. Make use of remarketing strategies
Remarketing helps bring back web visitors who clicked on your site but never called to schedule an appointment. This strategy involves implementing a unique type of ad that targets website visitors who have not booked an appointment or left their contact details. These users are more likely to convert, as they’re already familiar with the benefits of your healthcare practice.
You can utilize Google or Facebook retargeting ads to keep your practice top of mind. The next time patients need a quality doctor or local hospital, they’ll remember your name.
19. Invest in staff training
Patients notice when your team is knowledgeable and kind. It often makes the difference between a one-time visit and a lasting relationship.
Training your front-desk and clinical staff shouldn’t be at the back of your mind. Make it a habit to check in on team performance and offer regular refreshers on customer service, especially for receptionists and nurses who interact with patients the most.
20. Allocate your budget wisely across your marketing channels
Smart budgeting ensures that you’re investing in the most effective healthcare marketing channels. You should allocate your budget according to the strategies that deliver the best ROI, whether that’s SEO, PPC, social media, or content creation. Be sure to regularly assess your budget and adjust your resources accordingly.
Implement your marketing plan today with Weave
Are you ready to try out these 20 medical marketing strategies? If so, you probably need technology to help you automate some of your campaigns.
Weave helps take the guesswork out of healthcare marketing with tools that automate tasks and make patient outreach feel more personal. Request a demo today to learn about the full benefits of our digital solutions.
more about
Weave?1 System for Phones, Texting, Payments, & More
Access a full suite of patient communication tools with Weave! Texting, payments, reviews, & scheduling in one place. Get started today!
Get Started