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10 best digital advertising strategies to elevate your healthcare brand

It is no secret that healthcare digital advertising has become the premier way to promote your brand. Of course, traditional advertising is still a big player, but the digital landscape has democratized access to mass marketing. You might not be able to buy an ad during the Superbowl, but I am not sure if this is necessarily a disadvantage anymore. Traditional advertising is hard to track and even harder to measure.

Further, placing a tv, magazine, or radio ad will reach many people, but it will not focus on targeting your buyers. The broad demographic approach might work for big brands, but small and medium businesses need more measurable, targeted, and immediate communication with prospective clients. You need digital advertising!

The great internet migration began a while ago for the healthcare sector, but the pandemic has accelerated its pace, making digital advertising very successful. Its success comes from 3 main advantages:

  1. Fast and Immediate
  1. After your digital campaign goes live, you can see the outcome in real-time. You are also able to connect directly with your audience, which is not possible with traditional advertising.
  1. Targeted and Precise
  1. You can be broad or specific in identifying your target audience, with demographic, geographic, look-alike, and myriad other controls at your fingertips.
  1. Measurable and Flexible
  1. You can implement tests and strategies to measure and adjust your campaigns for maximum results. Digital advertising is so nimble that you can test, analyze the results, adapt, and go live within hours.

Digital advertising is a broad term that covers multiple channels, techniques, and approaches to promoting your brand. So, what are the 10 best digital advertising strategies to elevate your brand?

  1. Pay Per Click (PPC)

PPC is an online marketing strategy in which brands pay a fee each time someone “clicks” on one of their advertisements. It is a means of ‘buying’ visits to your website in addition to boosting organic internet traffic. Types of PPC:

  1. Search advertising
  2. Display advertising
  3. Social media advertising Remarketing
  4. Sequential remarketing
  5. Google Shopping
  1. Search Engine Optimization (SEO)

SEO is the process of increasing search engine traffic to a website or web page. SEO focuses on unpaid traffic (often known as “organic” results) rather than paid, sponsored, or direct traffic. A variety of techniques can raise the ranking of a webpage in search results. Elements of SEO optimization:

  1. HTTPS version (Secure Site)
  2. Page Speed
  3. Structured Data
  4. Mobile Compatibility
  5. AMP (Accelerated Mobile Pages)
  6. BERT
  1. Social Media Marketing

Social media marketing is the process of promoting a product or service on social media platforms. A successful strategy can help brands:

  1. Increase Brand Awareness
  2. Generate Leads & Sales
  3. Grow your Brand’s Audience
  4. Boost Community Engagement
  5. Drive Traffic to your site
  1. Are you making the most of your social media presence? Learn the 7 ways to leverage social media for the healthcare space 
  1. Email Marketing

Email marketing is the strategic use of email campaigns to promote products or services while developing relationships with potential clients. Email marketing can assist your brand:

  1. Provide Value to your Audience
  2. Have a Forum for Self-Promotion
  3. Own your media and contact lists
  4. Have a direct communication line with your audience
  1. Content Marketing

Content Marketing involves creating and sharing online material that is intended to stimulate interest in a brand’s products or services and indirectly promote the brand. Content marketing features include:

  1. Relevant Blog Posts
  2. Quality Images and Graphics
  3. Useful Webinars
  4. Exciting Animations & Videos
  5. Current Podcasts
  6. Informative Infographics
  7. Educational Courses & E-Books
  8. Interactive Content such as Quizzes and Calculators
  1. Go beyond plain content and learn how to grow your brand with these 3 steps to a successful value-driven marketing strategy in Healthcare 
  1. Influencer Marketing

Influencer marketing is a strategy that utilizes influencers to promote a brand to a broader audience. Influencers are opinion leaders who have a large social following. They present themselves as experts or reliable sources of information. Types of Influencer Marketing:

  1. Product Placements
  2. Contests and Giveaways
  3. Theme/Hashtag Campaigns
  4. Creative Influencer
  5. Social Media Takeovers
  6. Brand Ambassadors
  1. Effective Website

An effective website combines excellent design with captivating language. Carefully crafted content presented in a simple yet powerful way can attract and inspire visitors, converting them into clients. Features of an effective website:

  1. Clear Layout
  2. Consistent Branding
  3. Mobile Responsiveness
  4. Intuitive Navigation
  5. Unique Content
  6. Imaginative Visuals
  7. Conversion
  1. Does your website need a redesign? Read about the 6 new strategies for a smart redesign 
  1. Reputation Marketing

Reputation marketing is the process of promoting, monitoring, and acquiring content about your brand and using it to improve your standing and authority. The process involves a brand’s reputation being vetted online in real-time by clients and consumers, leaving reviews, and citing experiences on social networking sites. Reputation Marketing focuses on:

  1. Customer reviews
  2. Testimonials
  3. Online ratings
  4. Community awards
  5. Social media mentions
  1. Do you know what your brand’s reputation is? Explore how to improve the management of your healthcare reputation in 2022 
  1. Experiential Marketing

Experiential marketing is a uniquely effective way to build brand awareness by engaging all five senses, sparking emotions that form lasting memories and creating connections with your consumers. Experiential Marketing can be in the form of:

  1. Event Marketing
  2. Brand Activations
  3. Guerrilla Marketing
  4. Retail Installations
  5. Unique experiences that fit with the brand
  6. Retreats
  1. User-Generated Content (UGC)

User-Generated Content is any content created, published, and submitted by users instead of a brand. It is considered a more trustworthy and authentic representation of the brand, and as such, it has a very powerful impact on the brand’s image. Some common types of UGC are:

  1. Social media content
  2. Reviews and testimonials
  3. Blog posts
  4. Video content (including live streaming and AR lenses/filters)
  5. Hashtag Campaigns
  6. Q&A Forums (including comments)
  7. Case studies

The options are extensive and complex. Creating a priority list and assigning budgets might seem like a daunting task. But, in reality, it is more straightforward than you might expect. Making a successful digital advertising strategy is not only about your brand; it is equally about your brand’s audience. But who is your client? Brands that have a good definition and understanding of whom their clients are can make educated decisions. Decisions such as which channel is the best one to invest in advertising? The answer is the channel that most of your current and prospective clients engage with and visit the most.

There is no such thing as a universally best digital advertising strategy. Instead, your brand’s uniqueness and your clients’ needs are the deciding factors. Armed with this knowledge, you can start designing your healthcare advertising strategy by defining your buyer personas. 

Need more time to do what you do best? Let us do the work for you. We can help you identify, study, and classify your audience. More importantly, we can design an advertising strategy created specifically for your brand.

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