Post-Covid, the healthcare and wellness industry has experienced a significant transformation in the way it reaches and engages potential patients. Traditional methods of acquisition and retention are being supplemented and, in some cases, replaced by innovative digital marketing strategies. That outreach is increasingly done in real-time and personalized. A specialized healthcare marketing agency can help you get you to where you need to be. 

Empowered by wearables and remote monitoring devices, patients are more cognizant of their health and wellness than at any point in history. In response, by leveraging the power of digital platforms, healthcare and wellness providers can attract and retain patients more effectively than ever before. This article delves into the key strategies for using digital marketing in the healthcare and wellness sectors.

Before delving into specific strategies, it's essential to understand the digital landscape in healthcare and wellness. Patients are increasingly relying on the internet to research medical conditions, treatment options, and healthcare providers. Up to 70% now use online resources for information search, provider comparison, and booking initial appointments. This shift in behavior creates a unique opportunity for providers to engage potential patients through various online channels. With that shift in mind, here are our recommended strategies based on the things our agency does for our healthcare marketing clients:

1. Build a User-Friendly Website

A well-designed and user-friendly website serves as the digital front door of a healthcare or wellness practice. It should provide clear and concise information about the services offered, the medical professionals on staff, and the facility's location. Comprehensive clinician biographies, including accreditation and professional association memberships, are essential. Additionally, the website should be mobile-responsive, as 62% of users access healthcare-related websites via smartphones and tablets, more than mobile banking, job searches, or education. A simple and intuitive navigation structure ensures that visitors can easily find the information they're seeking. Forms should be kept short, with minimal free-form completion. Ensure that a note about HIPAA and other patient privacy concerns is added to all applicable pages, including those that include form submissions.

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2. Search Engine Optimization (SEO)

Having a great website is pointless if it doesn't appear in search engine results. SEO for healthcare involves optimizing your website's content and structure to rank higher in search engine results pages. By using relevant keywords and creating high-quality, informative content, healthcare providers can increase their visibility online and attract more organic traffic to their websites. Along with your website, your healthcare facility needs to be listed across the top local listing sites. All contact information needs to be consistent and accurate. Increase your traffic and potential patient leads by including all relevant services, filling out the appropriate description fields, and encouraging your existing patients to leave positive reviews. 

3. Content Marketing

Content marketing involves creating and sharing valuable, relevant, and consistent content to attract and engage a target audience. For healthcare and wellness providers, this could include blog posts, articles, videos, infographics, and more. By producing content that addresses common patient concerns, educates about medical conditions, and offers wellness tips, providers can position themselves as authoritative sources while fostering patient trust. A good rule-of-thumb is to create and publish one original piece of new content for every two that you summarize & link from other reputable industry sources. 

4. Social Media Engagement

Social media platforms provide a direct channel for healthcare providers to engage with patients. Sharing informative content, success stories, and health tips on platforms like Facebook, Instagram, Twitter, and LinkedIn can help build a sense of community and trust. Responding promptly to patient queries and comments demonstrates a commitment to patient care and enhances the provider's reputation. This strategy can be particularly challenging given privacy concerns. Be sure that all who respond to patients are trained on compliance and clearly note that social media and/or forms are not to be used for emergency or urgent health concerns.


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5. Pay-Per-Click (PPC) Advertising

PPC advertising or paid healthcare advertising allows providers to display ads to users searching for relevant keywords. Platforms such Google Ads enable providers to bid on keywords related to their services, ensuring that their ads appear prominently in search results. This strategy can help drive targeted traffic to the website and increase the chances of converting visitors into patients. Be warned that the healthcare space has some of the most expensive keywords in PPC advertising. You’ll want to partner with a reputable agency to get the most ROI from your marketing budget. 

6. Email & Text Marketing

Email remains a powerful tool for patient engagement. By collecting email addresses from website visitors and patients, healthcare providers can send regular newsletters, health tips, appointment reminders, and updates about their services. Personalized and relevant email content can nurture patient relationships and encourage repeat visits. Additionally, As patients increasingly rely on their mobile devices for information and interaction, text marketing has emerged as a powerful tool for healthcare providers to engage patients, improve appointment adherence, and streamline communication. 

7. Online Reviews and Reputation Management

Positive online reviews play a crucial role in attracting new patients. Encourage satisfied patients to leave reviews on platforms like Google My Business, Yelp, and Healthgrades. Responding to reviews, both positive and negative, demonstrates a commitment to patient satisfaction and care. Effective reputation management enhances a provider's credibility and fosters patient trust. Similar to social media, be sure that all who respond to patients are trained on compliance and clearly note that social media and/or forms are not to be used for emergency or urgent health concerns.


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8. Educational Webinars, Workshops, and Podcasts

Hosting educational webinars or workshops on healthcare and wellness topics showcases a provider's expertise and commitment to patient education. These events can be promoted through social media, email marketing, and website announcements. Interactive sessions allow participants to engage directly with healthcare professionals, building rapport and trust. Podcasts in healthcare are also growing at a rapid pace. Over 26% of Americans now listen to podcasts related to health and wellness, and the figure is expected to rise to 33% by 2024. 

Final Thoughts

In today's digital era, effective digital marketing strategies are essential for attracting and retaining new patients in the healthcare and wellness sectors. By building user-friendly websites, optimizing content, engaging with patients on social media, using PPC advertising, leveraging email marketing, managing online reviews, and embracing innovative practices like telemedicine and webinars, providers can enhance their visibility, credibility, and patient trust. The key lies in understanding the unique challenges and opportunities of the digital landscape and tailoring strategies that resonate with potential patients seeking reliable, convenient, and patient-centered healthcare and wellness services.

If you need help assessing the effectiveness of YOUR digital marketing efforts in healthcare and wellness don’t hesitate to reach out, let us know in the comments below, or contact us for a free 30-minute consultation today to learn how our healthcare marketing agency we can help you attract & retain patients!


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