marketing case study healthcare

10 Inspiring Healthcare Marketing Case Studies Examples

November 3, 2022 - Gayatri Akella

According to a survey by Pew Research center , “56% of Internet users look online for information about a certain medical treatment or procedure”.

This statistic indicates that the internet has become the go-to source for individuals seeking answers to their health-related queries.

As the demand for medical information surges in the digital space, the role of effective healthcare marketing has never been more crucial. Moreover, strategic marketing facilitates the distribution of accurate health information, contributing to increased public health awareness and education. This helps cultivate a sense of community, connecting individuals with relevant healthcare resources and services, ultimately promoting a healthier and more informed society.

In this article, we will explore 10 compelling healthcare marketing case studies and discover the impactful practices that are shaping the marketing landscape.

1. What Is Marketing in Healthcare?

Marketing in healthcare involves reaching and connecting with a relevant target audience using online and offline channels. It includes increasing brand reputation and generating qualified leads using strategies like SEO, social media marketing, content marketing , email marketing, TV advertisements, flyers/brochures, and newspaper ads. Healthcare marketing helps you increase patient connections and nurture those relationships to form loyal patients. 

2. What Is a Healthcare Marketing Case Study?

A healthcare marketing case study is a detailed examination of a particular case that serves as a framework for evaluating and analysing marketing issues/challenges in real life. It focuses on measurable outcomes like increasing website traffic, visitors, conversions, sales, and profits. Case studies for healthcare marketing are based on evidence. They often begin with a question or challenge that requires an answer through detailed research and analysis. 

3. How to Use Case Studies in Healthcare Marketing? 

Case studies serve as powerful tools for healthcare marketers, offering real-world examples and actionable insights. Here are some key ways how you can effectively use case studies in your healthcare marketing strategy:

• Have a Dedicated Page

You can have an exclusive page on your website to showcase your healthcare marketing case studies. Whether you call it “our work” or “case studies”, – visitors should be able to find it easily. You can add the case study page on the sidebar, page header, or footer to ensure a rich user experience. Here are some case study pages for inspiration. Enabled , Siemens-Healthcare , and Avanade are examples of healthcare websites with an exclusive case study page.

• Videos from Case Studies

Videos are persuasive and engaging formats to engage your users compared to text case studies. If you have the budget, you can create videos of your case studies to communicate your value proposition. Below are the healthcare marketing examples that used videos to improve primary care and accessibility – Healthcare Marketing – Video Case Study , Clinical Case Study – Telehealth for Primary Care , and Healthcare .  

• Incorporate in Newsletters

To gain the attention of your prospects, you can incorporate healthcare marketing case studies in newsletters. Your target audience wants to look at how satisfied your customers are with the solution you have provided. By including case study examples in your newsletter – you can gain traction. Here is an example of a healthcare case study newsletter – Portentadesigns , Rasa , and Dealroom .

• Email Marketing

Using case studies in email marketing is one of the best tactics to convert prospects into potential clients, especially if you have an industry-segmented list. They are very effective when used in the lead nurturing workflows and re-engage the leads that have gone quite far in the funnel. For example, Smart Panda labs created a customised email marketing campaign using their case study that drove awareness for a new cancer treatment.

• Collaborate with Industry Publications

Partner with healthcare industry publications or journals to feature your case studies in articles or advertorials. This provides you with a platform to reach a highly targeted audience of healthcare professionals who are actively seeking insights and solutions. For instance, American Journal of Clinical and Medical Case Reports, Medical Journal of Australia are some healthcare publications that cater specifically to publishing healthcare articles or case studies.

• Webinars, Workshops, and Events

Host webinars or online workshops that dive deep into the details of your healthcare marketing case studies. These live events provide an interactive platform for you to present the challenges, solutions, and outcomes of your work. Invite industry experts or physicians to join as guest speakers to provide additional credibility and insights. Hospitals like, Massachusetts General Hospital and Royal Melbourne Hospital conduct regular webinars and events.

• Social Media Promotions

Invest in targeted social media advertising campaigns to promote your healthcare marketing case studies. Platforms like Facebook and LinkedIn offer advertising options that allow you to reach specific demographics, including healthcare professionals. You can also create visually appealing ad creatives that highlight the most compelling aspects of your case studies. Through interactive engagement content hospitals like UCSF Health and Sydney Children’s Hospital promote their expertise within the industry.

4. 10 Healthcare Marketing Case Study Examples

Now let’s dive into 10 inspiring healthcare marketing case study examples. These case studies highlight the power of effective healthcare marketing and the incredible results it can achieve.

1. Centura Health

Centura Health is a healthcare system in Colorado that connects individuals across Colorado with 6000+ physicians. With seamless information architecture and easy navigation, Centura health’s website stands out the best. It gives a convenient way to search by location, provider, and healthcare. Also, the easy navigation buttons and CTAs allow users to track and pay their bills in easy steps. The large and resizable font makes the website appealing and easy to read on devices of all sizes. 

2. Organ Donor Foundation

Organ Donor Foundation , one of the leading healthcare organisations in South Africa, came up with a marvellous idea to catch the attention of its target audience. As a part of this marketing campaign, they started delivering life-saving messaging in underground parking garages, which urges them to become organ donors. People listen to a static message created by the Organ Donor Foundation whenever they enter an underground parking garage. 

3. Banner Health

Banner Health is a nonprofit health system in the United States that operates 30 hospitals and dozens of health facilities in Arizona. The creative infographics used by Banner Health to promote awareness of health issues like – health myths, parenting, nutrition, and mental health have created a buzz in social media. These infographics are shareable on social media and resonate with audiences who may not be keen to read long-form content. 

4. Mayo Clinic

Mayo Clinic is a nonprofit American healthcare centre focused on integrated health, research, and education. The clinic serves communities by publishing informative content on health, diseases, treatments, and prevention. The Mayo Clinic blog features success stories of staff and patients, another excellent example of healthcare marketing case studies. This healthcare organisation helped seal its reputation as a trusted source of health information. 

5. NewYork Presbyterian Hospital  

NewYork-Presbyterian is a leading healthcare delivery system catered to provide the highest quality medical facilities. In digital marketing for healthcare, storytelling is one of the essential tactics that help promote valuable content for your audience. New York Presbyterian Hospital used this strategy to share the story of their patients. As a part of their marketing strategy, they created videos that showcased the life experiences of patients, doctors, and their staff. 

6. Arkansas Children’s Hospital 

Arkansas Children’s Hospital is a paediatric hospital solely dedicated to treating more than 7,00,000 children in the state. According to the American Automobile Association (AAA), teen drivers have a higher rate of fatal accidents, especially between Memorial Day and Labour Day. Arkansas Children’s Hospital created the #100deadliestdays campaign, which includes a downloadable parent-teen driving agreement, infographics, and fact sheets. Their marketing campaign promoted awareness of risks to teens using the #100deadliestdays social media campaign. 

7. Great Ormond Street Hospital

Great Ormond Street Hospital is one of the top children’s hospitals in the world for treating heart and brain problems. The content repurposed for digital signage by Great Ormond Street Hospital is another example of healthcare marketing. From providing live news to travel information and setting up digital notice boards – they leveraged the power of content to offer personalised marketing experience to their target audience. Digital signage is a highly adaptable marketing strategy that helps healthcare organisations to allow patients to feel more connected with your hospital. 

8. Carilion Clinic

The Carilion Clinic in Virgin’s Roanoke valley started a hashtag campaign #YesMamm to create awareness about breast cancer. As a part of the campaign, they created Q & As on Twitter, which drove significant traffic to their website. Thousands of women got inspired by this campaign and booked a screening appointment in some of their locations. This healthcare marketing case study is an excellent example of how one can use hashtags to drive success to any campaign. 

9. See Me Scotland

See Me is Scotland’s national program developed to tackle mental stigma and discrimination. They launched a campaign named “The Power of Okay,” which aimed to tackle stigma and discrimination against mental health. They created a series of videos conveying the importance of talking to each other, shown in cinema halls and theatres. Also, they provided their audience with educational resources to help them understand and combat mental stigma. 

10. Cleveland Clinic

Cleveland Clinic is a nonprofit healthcare centre that integrates clinical research and hospital care. Their essential health blog provides helpful content to its audience. Besides having a solid content strategy, they have a thought leadership marketing strategy that uses a podcast with the same title. The podcast episodes feature researchers and doctors from the organisation, establishing them as experts in their fields.

Incorporating case studies into your healthcare marketing strategy can drive remarkable results. As we have seen in the above case-studies, a well-developed and executed strategy can help you attract qualified leads, educate patients on services and preventive care, establish your healthcare institution as a reliable and credible source, and foster engagement for patient loyalty.

Now, let’s see how a digital marketing agency can help you enhance the success of healthcare initiatives and forge strong relationships with the patients.

5. How can a Digital Marketing Agency Help?

A digital marketing agency has the expertise, resources, and experience needed to create and execute effective marketing campaigns for healthcare businesses, all while ensuring compliance with industry regulations and best practices.

Growth Ganik is a full-stack digital marketing agency in Sydney, Australia. We have a team of experts who have the experience and resources to create and promote high-quality healthcare content. We skilfully manage complex technical aspects, such as gathering campaign insights and analytics.

We work with clients from leading brands and industries such as B2B SaaS, nonprofits, and more to develop profitable digital marketing solutions that are data-driven to support all kinds of business goals – from widening user bases and gaining more traction for online engagement to increasing conversion and helping businesses scale up.  For creative tailor-made digital solutions and sustainable growth insights, get in touch with us!

• What is healthcare marketing, and why is it important?

Healthcare marketing involves promoting healthcare services, facilities, or products. It’s crucial for raising awareness, attracting patients, and staying competitive in the healthcare industry.

• What are some of the digital marketing strategies healthcare providers use?

Digital marketing for healthcare can include strategies like SEO, social media, content marketing, and online advertising.

• How can healthcare organisations maintain patient privacy in their marketing efforts?

It is important to be aware and adhere to your country’s regulations regarding patient privacy. Some examples include, avoid sharing identifiable patient information without consent, use secure patient portals for online interactions, take consent for testimonials, use encrypted email services, etc.

• What are the 5 Ps of healthcare marketing?

The 5 Ps of healthcare marketing are – patient, process, place, price, and product. 

• How do you prepare for a marketing case study?

To prepare a marketing case study, you must choose a success story closely related to your patients, identify the key points, highlight the results, explore different designs, and publish the content.  

• What are case studies used for in healthcare marketing?

Healthcare marketing case studies are used as social proof or testimonials to persuade that the process or strategy can help solve a problem. 

• What are the 5 essential elements of a great case study?

The critical elements of the case study are – problem/challenge/issue, solution, testimonials stats and CTAs. 

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Marketing in healthcare: Improving the consumer experience

Healthcare consumers have never been more empowered than they are today. The COVID-19 pandemic forced healthcare providers to adapt quickly to continue delivering patient care, including by pivoting to digital care. Seemingly overnight, telehealth went from an industry sidenote to the primary means of seeing noncritical patients. 1 For more, see Oleg Bestsennyy, Greg Gilbert, Alex Harris, and Jennifer Rost, “ Telehealth: A quarter-trillion-dollar post-COVID-19 reality? ,” McKinsey, July 9, 2021. Healthcare consumers also saw global retailers, grocery store chains, and other disrupters demon­strate how convenient it can be to order your health products online for delivery or curbside pickup.

Consumers increasingly expect transparent, predictable, and mobile-friendly experiences, but most healthcare organizations have failed to keep up. Although healthcare providers have more options for how to spend limited marketing budgets, many have chosen to stick with the familiar traditional- and digital-marketing channels—such as billboards and ads on television, on the radio, and in magazines—and with a one-size-fits-all digital presence.

Today, health systems have the same aspirations as companies in any industry: to engender long-term relationships with their consumers. 2 For more on how leaders are thinking about brand loyalty, see Lidiya Chapple, Oren Eizenman, and Jamie Wilkie, “ Winning in loyalty ,” McKinsey, August 2, 2022. Consumer goods, retail, and e-commerce leaders set the original bar and continue to push it higher today. 3 For more, see “ E-commerce: At the center of profitable growth in consumer goods ,” McKinsey, July 5, 2022. A 2021 McKinsey survey of more than 3,000 US healthcare consumers found that satisfied patients are 28 percent less likely to switch providers. 4 McKinsey 2021 CX Provider Journey Pulse, a 15-minute patient experience survey conducted across 3,311 respondents in three US metro areas (Dallas–Fort Worth, Detroit, and Tampa Bay).

Healthcare providers that are ready to rethink their marketing approach to grow and maintain continuity of care—or work to gain back what’s been lost in recent years—have their work cut out for them. In this article, we describe three priorities for progress: align the C-suite, build capabilities methodically through carefully chosen use cases and quick wins, and measure what works. In our experience, healthcare providers that implemented changes focused on improving the consumer experience—including through marketing efforts—saw their revenue increase by up to 20 percent over five years, while costs to serve decreased by up to 30 percent.

Providers that can bring it all together can achieve lofty marketing ambitions. One regional healthcare provider that stood up an agile marketing team as part of its digital transformation prioritized increasing the share of new patients who schedule appointments digitally instead of over the phone or in person. The provider was able to build a backlog of more than 300 test ideas representing a wide variety of goals and priorities, from improving online scheduling to optimizing content on specific pages. The team prioritized half of those tests to launch in a period of only 12 months, yielding an impressive test success rate of about 50 percent. When successful tests were scaled, the healthcare provider tripled the number of new patients from digital channels, compared with before the transformation.

Align the C-suite

The chief marketing officer (CMO) is a well-established member of healthcare providers’ C-suite. However, the CMO requires active involve­ment from the leaders of other functions to deliver modern marketing efforts. These leaders include, most crucially, the chief technology officer (CTO) or chief digital officer (CDO), chief information officer (CIO), and chief financial officer (CFO).

Only when the C-suite is aligned on the importance of marketing to drive growth and continuity of care (and what it takes to do so) will the CMO have the permission and support required to effect change beyond their immediate influence. This moves the CMO role away from basic brand and communication activities that characterize marketing at most healthcare organizations today. These traditional- and digital-marketing activities depend on mass, undefined channels—such as television, newspapers, broadcast emails, and a generic website—that reach all consumers with the same messaging. This style of marketing also often fails to include a compelling call to action, such as “schedule your health visit today,” that encourages healthcare consumers to reach back out to the organization to make an appointment or speak to a specialist about their needs.

To make the leap to more sophisticated marketing capabilities, CMOs could start by defining priority use cases by both financial and nonfinancial returns on investment—from costs to improved health outcomes. The CMO could then work with the CTO or CDO to validate the technical feasibility, with the CIO to assess operational challenges and risks, and with the CFO to calculate the financial ROI. The true power of this cross-functional collaboration can be seen in organizations that, for example, have worked in concert to design and build a single source of truth for consumer data, which is critical to enabling use cases related to advanced marketing capabilities, such as personalization.

Many organizations outside of healthcare—and increasingly within healthcare—have adopted agile marketing to drive high-velocity testing across digital- and traditional-marketing channels. 5 For more, see David Edelman, Jason Heller, and Steven Spittaels, “ Agile marketing: A step-by-step guide ,” McKinsey, November 9, 2016. Speed to market requires quick handoffs, cross-functional collaboration, and enterprise-wide transparency. For example, a healthcare provider could focus on improving its new-patient appointment cancellation rate by A/B testing appointment reminders to determine what works best in terms of number of touchpoints, messaging, and cadence.

The test brief—a standard feature of agile marketing typically reviewed by leads from marketing, finance, and technology—can help align the CMO, CFO, and CTO and enable them to compile a more persuasive case for the CEO and other company leaders. A test brief is a document with codified creative, technical, and measurement details for an agile marketing test. It provides the organization with the details it needs to quantify the number of days (or sometimes hours) necessary to launch a test, as well as to estimate the effort required to design, create, build, and deploy it.

Build sophisticated capabilities by choosing use cases wisely

Today, most healthcare providers have critical capability gaps that stand in the way of mounting an end-to-end, personalized consumer journey:

• A disjointed consumer experience and lack of personalization . Multichannel consumer touchpoints can lead to fragmented, impersonal experiences because of the lack of integration between consumer data and omnichannel engagement platforms.
• Siloed systems . Silos result in a limited ability to track current and potential consumers across channels and devices, as well as no organization-wide access to consumer data tracking tools.
• A lack of consumer-centric data. A lack of data leads to channels without access to a real-time, 360-degree view of consumer care needs and to clinical data that is not augmented with nonclinical data.

The theme of these challenges is fragmented information. Marketers increasingly require hands-on, real-time access to technology. Next-level healthcare marketing is built on a robust, integrated technology stack—and reaching full maturity in marketing-technology capabilities is not a short-term undertaking. No marketing function operates with an unlimited budget, meaning the marketing team will need to prioritize use cases that can build the department’s muscle and momentum.

In our experience, patient scheduling tends to be a priority growth lever for healthcare providers and systems. This makes sense considering that being able to easily schedule an appointment is a critical step in the consumer healthcare journey. Use cases that improve scheduling would thus rise to the top of the priority list and the budgeting conversation. For other providers, use cases could include better patient communication management to facilitate follow-up care.

Reliable collaboration between the marketing and technology teams is paramount to achieving seamless healthcare consumer journeys.

Given that these marketing touchpoints span the entire healthcare consumer experience, from learning about a provider to scheduling a visit and receiving care and follow-up care, reliable collab­oration between the marketing and technology teams is paramount to achieving seamless healthcare consumer journeys (exhibit). And to deliver it, an integrated technology stack (across both digital and traditional channels) is essential.

Measure what works

Marketers use the term “attribution” to describe the process of measuring the effects of marketing efforts and the rate at which they convert consumers to achieve desired consumer outcomes. Consumer outcomes are not the only measure of ROI; the ulti­mate goal is an improved patient experience and potentially improved health outcomes. But attri­bution can serve as a crucial indicator. A simple example would be analyzing the click-through rates of marketing emails to determine what messaging is most effective. Attribution analysis is a critical component of measuring the financial ROI of spending on digital marketing in healthcare—and most providers and systems today are early in the process of building out their marketing-attribution capabilities. As a result, the CFO and CMO are often misaligned on what works, which can greatly affect marketing’s budget allocation.

Common marketing-attribution methods and their application to healthcare

Three attribution tools in particular can help healthcare providers effectively mea­sure what works.

Marketing mix modeling. Regression analysis can help marketers understand the specific effects of every interaction with healthcare consumers. It uses his­torical data to estimate the effects of a particular marketing tactic—such as a radio ad or a personalized email—on patient appointment volume. This method can be used to measure tactics in both traditional marketing channels (such as TV and radio) and digital channels (such as paid search and paid social).

This method does have a few limitations, however, including limited measurement granularity, given that it mostly evaluates media effectiveness at a high level for annual or monthly budget allocation. How­ever, A/B testing can be instrumental in improving revenue forecasting with better estimations of revenue and ROI.

Anonymized data. Anonymized data processing can encrypt personal iden­tifying information (PII) or protected health information (PHI) to protect healthcare consumer information while still enabling marketers to send personalized messages, run longitudinal analyses, and port data securely across technology platforms. For example, digital healthcare platforms can encrypt the individual data fields in a healthcare consumer’s record while still sharing journey-specific marketing communications.

Encryption is vital to healthcare providers’ ability to communicate with healthcare con­sumers and their families based on their own treatment journey and needs. It also transforms the experience of consumers by enabling them to share their data privately and receive offline support outside of the clinical setting. There are limits, of course, to the personalization that is available, and it requires rigorous testing to be compliant with industry regu­lations. Encryption at scale is also a massive undertaking that requires a robust core data infrastructure and operations that enable speed, accuracy, and security. Few providers today encrypt PII as part of processing anonymized consu­mer data, and the few that are doing so are not currently using it to drive personalized consumer experiences.

A/B testing. The A/B (or incrementality) testing method is one of the most popular and well-known marketing tactics. By measuring the difference made by discrete details, such as the performance of an email when the audience is addressed as “healthcare professionals” versus “doctors,” A/B testing can offer marketers an abun­dance of information about consumer conversion and sales—and which conver­sions would not have happened without the marketing campaign.

The A/B testing methodology is widely adopted because its results are accurate and easy to understand, and they don’t require complex analytics capabilities. However, many healthcare providers don’t employ the methodology well or at all. Those that can do it well can see outsize bottom-line impact. One healthcare provider, for example, embarked on an end-to-end consumer transformation journey and deployed more than 100 agile digital A/B tests to optimize patient experience across its locations. In one such initiative, the team improved its conversion rate by 0.15 percentage points—or $2.4 million in scaled revenue impact—by personalizing and targeting communications to different healthcare consumer segments.

Successful attribution is founded on the cross-departmental collaboration modeled and facilitated by the C-suite. Specifically, attribution requires marketing and IT to partner closely to, for example, provide marketing the ability to connect how individual digital channels (such as paid media or the provider’s website) are driving new patient appointments booked via phone calls or online.

Industry regulations require that healthcare data be anonymized, but that does not preclude it from being measured. (For more on three of the most ubiquitous marketing-attribution methods that meet the industry’s criteria for healthcare consumer data, see sidebar, “Common marketing-attribution methods and their application to healthcare.”)

It’s not surprising that healthcare providers increas­ingly see marketing as a growth driver. Modern tech­nology, approaches, and collaborative structures can help CMOs pivot the perception and performance of the marketing function away from being a cost center and toward measurable bottom-line gains while improving the healthcare consumer experience.

Adam Broitman is a partner in McKinsey’s New York office, where Michelle Jimenez is a senior expert. Julie Lowrie is a partner in the Atlanta office.

The authors wish to thank Jessica Buchter, Jenny Cordina, and Eli Stein for their contributions to this article.

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10 Inspiring Healthcare Marketing Case Studies to Learn From

12/04/24         Author: Florencia Corazza         10 min reading Marketing Strategy

Table of Contents

Healthcare companies are always on the hunt for new, and better ways to market themselves. Besides the ever-growing competence, they have to face many challenges unique to their field, like widespread misinformation, strict data regulations, and untrusting patients. However, healthcare marketing case studies show that there are effective ways of sorting through those issues.

But case studies are more than a valuable source of inspiration: they work as a framework you can use to evaluate your own marketing techniques, and target upcoming challenges in real life. To help you achieve that, I’ll analyze the best marketing case study examples, showing you new ways to connect with your patients and market your brand online.

1. MEDvector – Whiteboard Explainer Video

Any growing company gets to the point where it needs external funding to expand. However, healthcare businesses have the added extra trouble of being in a highly complex field where explaining novel ideas is not easy. Showing why your product or service is worth investing in can be particularly hard when you also need to explain intricate biological processes to a non-expert audience.

Nevertheless, MEDvector was able to sort out these difficulties by coming up with a million-dollar whiteboard video . This type of explainer video uses animation and video storytelling to keep the viewers’ attention, while attractive yet simple illustrations visually break down the value of a product in a certain context. 

By taking advantage of that, MEDvector constructed a compelling narrative that made their product more appealing to possible investors. This helped them gain 3.5 million dollars in funding from more than 500 investors , making it one of the best marketing case study examples to keep in sight if you’re looking for some external funding.

2. Carilion Clinic – Social Media Marketing

To promote breast cancer awareness, Carilion Clinic of Virginia’s Roanoke Valley started sharing advice on X using the hashtag #YESMAMM Campaign. While doing so, they encouraged their followers to post their questions regarding this illness online, which the hospital later answered.

When it comes to breast cancer, early detection is crucial, and Carilion Clinic’s campaign focused on bringing awareness to that fact. They urged women to make an appointment at the clinic’s screening locations, increasing organic website traffic and conversions.

What’s more, their hashtag is still being used today as a synonym for breast cancer awareness online, which gained Carilion Clinic an incredible amount of positive exposure and brand awareness. All of this makes their #YESMAMM Campaign one of the best healthcare marketing case studies of social media campaigns.

3. ARSA – Increase Traffic with a SEM Strategy

When building traffic towards your website, organic strategies aren’t the only option. For example, ARSA was able to tackle that goal by developing a cohesive SEM campaign for all their businesses. 

This service management organization holds an umbrella of reconstructive and cosmetic surgery institutions, and due to its variety of solutions, it needed to find a way to promote each institution on its own. So, they created new accounts for each brand, coming up with a unique value proposition for each. Following that, they designed segmented campaigns for each market niche. However, the success of this healthcare case study actually lies in its keyword optimization.

Cosmetic surgery is a life-changing procedure, so patients conduct thorough research before making a decision. ARSA understood that, and worked on a paid digital marketing strategy that targeted keywords at every step of the patient journey. 

This highly specialized approach meant a lot of work, but it was worth it as it increased traffic volume, especially attracting first-time patients.

4. 2 Docs Talk – Make Yourself Look Trustworthy

2 Docs Talk is a podcast created by Kendall Britt and Amy Rogers, two doctors from Texas. Their 15-minute episodes cover relevant topics for both professionals and common people interested in taking care of themselves, like hospital policies and personal care tips. Their expressed goal was to help listeners make better, informed decisions about their health.

However, their efforts had an additional secondary effect—turning them, and their consulting rooms, extremely popular. Their way of targeting relevant concerns in a casual, conversational manner made these issues easier to approach. This, in turn, made the doctors look highly trustworthy in the eyes of their audience and gained them an influx of new patients.

In a country like the USA, healthcare is a big concern for the working population. So, knowing the best practices to take care of yourself is crucial, but it can be hard when hectic schedules keep you always on the go. In this environment, these two doctors’ use of podcasts as an alternative for promoting healthy discussions became one of the most interesting healthcare marketing case studies to learn from!

5. The Mayo Clinic – Improve SEO

The Mayo Clinic is a well-known institution worldwide, with an audience made of patients from all around the globe. To unite the diverse communities that make it up, and increase the company’s online presence, they decided to start a blog showcasing stories from patients, family members, and Mayo Clinic staff, creating one of the best SEO healthcare marketing case studies.

Their blog became a source of inspiration and relief for patients facing complex conditions. Moreover, it became a case of successful search engine marketing , because since its beginning Mayo Clinic placed the focus on sharing quality articles. Their writers are healthcare specialists, with Ph.D. graduates like Joel Streed writing their columns. 

Having experts like these in their ranks also helped their link-building efforts, as recognized newspapers, such as the Seattle Times and ScienceX started inviting their writers to share their insights on public healthcare concerns. Needless to say, this helped the Mayo Clinic become an even more relevant and recognized figure in the field.

6. Thermo Fisher – Educate Visitors With Video Marketing

Thermo Fisher is a B2B company that sells scientific instrumentation, and software services to healthcare facilities. To break down their products for potential customers they often make use of video format, like in this explainer video with more than 2K views. With attractive animations and an insightful voiceover, it makes complex healthcare equipment look simple.

That’s the biggest benefit of using explainer videos for healthcare: you can visually represent processes and biological functions in ways that are impossible in real life. Combine that with an effective narration focused on the customer’s needs, and you have a piece that leaves viewers with no doubts about all they can achieve with Thermo Fisher’s products.

Moreover, note that Thermo Fisher doesn’t shy away from using complex, medical lingo in their video because they know their customers are knowledgeable healthcare facilities. Healthcare marketing case studies teach us to never underestimate our audience: instead, use terms you both understand, as it will make you seem more professional and relatable.

7. WebMD – Use Infographics

Among online audiences, visual content has become one of the most popular formats. Be it due to decreasing human attention spans , or to social media’s own algorithm promoting images over text, the fact is that WebMD started taking advantage of this phenomenon to increase its following online.

For example, they create infographics on topics like wellness, nutrition, and mental health to educate and entertain their followers. Sharing infographics can be a great healthcare digital marketing strategy becausehese images are great for simplifying an intricate or controversial topic, as they help display the different factors relevant to a situation in a simple way.

Additionally, these graphic representations are attractive and attention-grabbing, making them a highly shareable format across all social media channels. So by posting them, WebMD has managed to increase its online reach and attract new patients. 

8. Arkansas Children’s Hospital – Develop an Awareness Campaign

Did you know that in the period between Memorial Day and Labor Day, the risk of death for children and teens is higher than ever? After figuring out this tragic fact, the Arkansas Children’s Hospital started building awareness around it with the hashtag #100DeadliestDays.

The shock factor behind this information made it highly-shareable, and ideal for healthcare social media marketing , as readers would feel compelled to spread awareness. Additionally, Arkansas Children’s Hospital invited others, like local police or road accident organizations, to use their hashtag to promote tips on how to avoid road accidents.

By sharing safety tips on various social channels, the hospital gained a lot of exposure. To this day, the hashtag has thousands of posts, and it’s still being used to spread awareness, making it one of the most successful healthcare marketing case studies!

9. Halton Healthcare – Show Your Behind-the-Scenes

For some patients, the medical environment can feel cold and distant. If you lack knowledge of common healthcare practices, reaching out for help is intimidating, and this is one of the main reasons why some institutions face low consultations. That was the case for Halton Healthcare.

To avoid that, they started a campaign showing the behind-the-scenes of their daily work. They shared videos of their doctors and showcased their internal staff as they made the often unpopular hospital food, and organized crucial logistics.

It has become one of the best healthcare marketing case studies because this allowed them to establish a warmer environment in their hospitals, and gain approval from their patients. Some of them even started answering their content and commenting about the facilities, like this comment praising their chicken soup!

10. UCN Center – Take Advantage of Video Marketing

UCN Center wanted to educate its patients while increasing its reach and to do so, they decided to take advantage of social media video marketing . Unlike text or infographics, videos combine moving images, audio, and other elements to express a topic in-depth, making them a great tool for teaching others.

Specifically, short video content can be very effective. Nowadays users are very particular about how they want to access information and they get distracted easily. Short content grabs the viewer’s attention and keeps them engaged, which is crucial to increase retention.

However, the best healthcare marketing case studies aren’t the ones that take advantage of a popular format, but those that show how to make the most out of it. What makes this educational video effective is its use of humor to showcase its staff to the audience. By showing their employee’s funny side they make them more relatable to the audience and help build a connection.

Wrapping Up

Healthcare marketing case studies are analyses of an institution’s objectives and how they managed to achieve them. These detailed examinations can be a valuable source of knowledge for businesses trying to emulate their growth, or at least to find inspiration on how to increase their brand’s market.

The real lesson to learn is that all stem from the same process: asking yourself what needs to improve. Be it “How to get more patients”, to “How does my audience perceive me?”, the first step to improvement is, always, identifying the problem. From then on, there are many paths you can take, and these case studies are all examples of that.

Florencia Corazza – Content Writer and Co-Editor

A skilled writer, translator, and co-editor for our web and blog content. As a self-defined "wordsmith," she’s talented in adapting the latest marketing news into all kinds of digital formats. If she’s not watching the latest Sci-Fi show on Netflix, then can find her tending to her perfectly reasonable number of plants.

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Case Studies , Local Advertising

Case Study: A Healthcare Marketing Success Story

May 18, 2021

Marketing is key for growth and sustainability for practices, clinics, hospitals and other healthcare businesses.

But since many medical businesses are owned and run by busy physicians, it’s important to find the right marketing strategy to invest your time, energy and budget in.

Some healthcare marketing statistics you should know:

• 41% of users say that social media impacts their choice of doctor or practice ( The Spark Report )
• On average, video marketers get 66% more qualified leads per year ( OptinMonster )
• 5% of all Google searches are health-related ( Google )
• Content marketing can generate three times as many leads as outbound marketing and costs 62% less ( Demand Metric )
• 30% of patients who watched an online video booked an appointment ( Google )

Local medical clinic drives success with healthcare marketing

One local medical clinic, with the help of their Marketing Success Manager and Content Writer, found a winning medical marketing strategy by sticking with the basics — SEO and content marketing, search ads and Facebook.

This back-to-the-basics healthcare marketing strategy led to major increases in both impressions and conversions.

Impressions:

Conversions

How did they do it?

Seo and content marketing.

When they started working with their content writer in November of 2019, they were ranking for only about 30 keywords. These days, they have nearly 300 keywords ranking.

To drive organic traffic to their website, their content writer optimized their site with relevant keywords, added new content to the website on a regular basis and created short videos to be featured on their website and Facebook page.

They focused their healthcare advertising budget on search ads, with campaigns for brand-related keywords, as well as service-related keywords.

Their cost per conversion averages out to be about $67, and their ad ROI was roughly $29/1.

Facebook marketing

In addition to running search ads and driving organic traffic on search engines, they built brand awareness with Facebook marketing, including both organic posts and ads.

Digital marketing has a bad rep for being overly complicated and time-consuming. But, as this medical clinic’s story demonstrates, having a basic healthcare marketing strategy can lead to results that are anything but basic.

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10 Examples of Brilliant Healthcare Marketing

Updated: August 29, 2018

Published: August 01, 2018

Sure, the medical industry may have once been considered a slow adopter to the world of inbound marketing, but it's safe to say that these 10 examples of healthcare marketing are making up for lost time.

1. Carilion Clinic

Campaign: #yesmamm.

Several years ago, in order to raise awareness about breast cancer and the need for early detection, Carilion Clinic of Virginia's Roanoke Valley started the "Yes, Mamm" campaign.

This campaign used the #YESMAMM hashtag to answer common breast cancer questions in a Twitterchat. It also drove traffic to the Carilion Clinic website to encourage women to make an appointment at one of its screening locations. The #YESMAMM campaign is a perfect example of the power of hashtags to start a movement.

2. New York Presbyterian Hospital

Campaign: patient stories.

For most businesses today, storytelling is a boon for their branding. Healthcare, in particular, is a perfect candidate for telling uplifting success stories of patients who were saved by the care of a medical center. New York Presbyterian Hospital has built an entire video marketing strategy around this concept.

The story of patient Michael Kiernan is one example of how New York Presbyterian connects with its audience, publishing raw accounts of its doctors and nurses who were on the scene and at the public's service. Watch Kiernan's story below, and try not to cry a little.

3. UnitedHealthcare

Campaign: we dare you.

The multi-award winning " We Dare You " campaign from UnitedHealthcare stands out as the gold standard for what can happen when healthcare organizations engage with their following.

With monthly "dares," quizzes, and prizes on its website, United Healthcare encouraged followers to make one small healthy change per month and document it on social media. This interactive campaign not only led to healthier habits, but it also fostered an interactive online community of brand loyalists.

#WeDareYou to snap a photo of fresh produce & tag it #FreshVeggiesWDY for your chance to #win ! http://t.co/FbxtpbU91B pic.twitter.com/5KtZyxfpzJ — Source4Women (@Source4Women) June 7, 2015

4. Anne Arundel's Medical Center

Campaign: stachie facebook contest.

This contest, organized by Anne Arundel's Medical Center, asked participants to post their best "stachie" -- otherwise known as a selfie with either a real or fake mustache. The purpose was to raise awareness for men's health during November (or, "Movember" or "No Shave November," as it has popularly come to be known).

This clever contest not only took advantage of social media hilarity, but it also drove traffic to the medical center's webpage for Men's Health -- which has other attractions for awareness, like their blog, podcast, and calendar of events.

5. Dana-Farber Brigham & Women's Cancer Center

Campaign: you have us.

It's an incredibly powerful slogan: "Right now you may have cancer. But what your cancer doesn't know is -- You Have Us." Through confidence-inspiring web videos , the Dana-Farber Cancer Institute shows its personal approach to cancer treatment and state-of-the-art facilities.

By sharing these videos on social media (as well as using more traditional marketing techniques, like television and radio) the cancer center embodies what it means to build trust with your target audience.

6. Medical Realities

Campaign: surgical training in 360 degrees.

Medical Realities is a medical training service that uses virtual reality (VR) to teach complex healthcare topics to an audience of healthcare professionals. And some of its VR content is quite inventive.

The marketing campaign below teaches the video viewer a surgical procedure from the point of view of a patient. Using Oculus Rift, a VR product owned by Facebook, Medical Realities allows you to drag the video 360 degrees around with your cursor. It's an excellent way to show current and future surgeons how surgeries should be experienced according to the patient. Try it out below:

7. Floating Hospital for Children -- Tufts Medical Center

Campaign: ourcircleofmoms.com.

One of the main covenants of effective marketing is catering to your target audience -- and the online community/blog OurCircleofMoms.com does exactly that. The content and community of support that Our Circle of Moms offers for mothers whose children are patients at the Floating Hospital for Children lives up to their slogan: "Just What Moms Ordered."

By creating this space for mothers to find the support they need, the Floating Hospital for Children is positioning its medical center as a trusted resource for parents.

8. The Mayo Clinic

Campaign: sharing mayo clinic blog.

The Mayo Clinic sees patients from literally all around the world and the goal of the Sharing Mayo Clinic blog is to unite these diverse patients into a global online community. The blog showcases stories from patients, family members, and Mayo Clinic staff.

These inspiring stories and the sense of community that comes from sharing them in one place plays directly into Mayo Clinic's well-known reputation as a trusted healthcare resource. Of course, Mayo Clinic is no stranger to having multiple blogs and general healthcare marketing awesomeness , so its inclusion on this list shouldn't come as any surprise.

9. Arkansas Children's Hospital

Campaign: #100deadliestdays.

In order for a hashtag-driven marketing campaign to be successful, it has to be memorable and worth sharing.

The shock factor of the #100DeadliestDays social media campaign from the Arkansas Children's Hospital (in partnership with the Injury Prevention Center) aimed to raise awareness of the dangerous time period between Memorial Day and Labor Day when the risk of death for children and teens is increased.

Arkansas Children's Hospital shared safety facts and tips on its social media channels, as well as an interactive pediatric care center, which can be found here .

10. Banner Health

Campaign: infographics.

Speaking of infographics, visual content is widely popular with digital marketing audiences, as exemplified by these wellness, parenting, nutrition, and mental health infographics by Banner Health . Infographics are best used to simplify a potentially complicated or controversial topic, like children's sugar consumption.

Infographics tend to resonate with audiences who may not be interested in sitting down to read a full blog post on an important topic. Plus, infographics are highly shareable across all social media channels, making them a great attention-grabber to attract new patients.

Of course, this list is far from a complete collection of all the great healthcare digital marketing happening on blogs and social media. With so many ways to connect with patients and prospective patients online, healthcare organizations are finding more and more ways to market brilliantly every single day.

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Healthcare Case Studies

Exceeded install goals and won ad age award for members-only app.

The American Dental Association was launching its re-imagined ADA Member App and tapped Spool and Effective to create and execute an all-encompassing launch strategy.

We created a three-phased content takeover of ADA channels to reach members at launch. We developed specific campaigns highlighting benefits and download motivators.

Targeted ADA members across social media platforms, relevant trade publications and direct mail. Leveraged co-creators of the app and promoted incentives.

Conducted ongoing performance analysis and optimization to leverage best-performing channels and app features.

Exceeded goal for downloads

Won Ad Age 2023 Integrated Campaign of the Year - Healthcare Marketing Impact Award - Bronze

DROVE VISITS AT 1/2 OF THE COST PER VISIT GOAL FOR AMERICAN MEDICAL ASSOCIATION

Reach medical professionals to make them aware of the AMA Ed Hub and take immediate action to visit, register, take a quiz and earn CME credits

Developed high performing registration campaign to achieve AMA business goals. Manage media and provide creative guidance, post copy and paid search copy for AMA Ed Hub, AMA STEPS, AMA BHI, AMA AHIS divisions. 

Drove 32k website visits (more than double the goal of 15k). Yielded over 5.9k conversions. AMA renewed and expanded the program. 

ACHIEVED VISIT AND ENGAGEMENT GOALS FOR AMERICAN MEDICAL ASSOCIATION ED HUB

Drive visits and engagements on AMA Ed Hub

Developed four campaigns Aug ’19 - Jan ’20 to target physicians by specialty area to educate about the benefits of the resources and CMEs available on the Ed Hub and drive traffic and engagements 

Delivered 6.2MM Impressions

46k Website Visits at a $1.98 CPV

18k Weighted Conversions at a $5.16 CPE

Identified performance insights to apply to future campaigns which doubled for 2020

PROGRAMMATIC INFLUENCER DRIVES 30% MARKET SHARE GROWTH FOR OMRON HOME HEALTHCARE PRODUCT

People with chronic pain are unaware that Omron TENS is an effective drug-free method to manage chronic pain.

Aleve and Icy Hot spend $40MM/yr. Stores push store brand products

Devised plan to educate, demonstrate how well it works, motivate purchase

Targeted people who are actively managing chronic pain with alternatives to medication (physical therapy, acupuncture, massage, pads and creams)

Delivered brand, influencer and professional messages to drive intent to purchase

Partnered with influencers to demonstrate the products’s efficacy and ease of use

Influencer posts were 20x more efficient than product-focused posts on the brand's handle

Campaign grew market share 30%

Gained insights on drivers of performance 

PRECISION AUDIENCE AND CONTEXTUAL TARGETING ACHIEVED AMA INSURANCE GOALS

Build brand awareness and brand strength to drive web traffic to appropriate landing pages with goal of quote, sale or re-contact opportunity

Connect with physicians when they are actively engaged in research and discussion on managing their practice and personal finances

Achieved Bonus impressions 3.6MM bonus impressions, a media value of $20,400

More than tripled average monthly page views (existing 5K/month + incremental 12K/month via banner ads)

Managed tracking/optimized conversions on 72 unique PDF downloads

Drove over 100 new member applications

PROGRAMMATIC PAID SOCIAL DROVE 34X ROI FOR BANFIELD PET HOSPITAL

Drive sales of pet skin health services on Banfield.com

ACTION  

Developed performance-oriented plan on Facebook/Instagram

Targeted audiences interested in dog and cat ownership and in Banfield Pet Hospital

Campaign was a huge success, drove 34x ROAS

Over 1.2MM impressions, 411k post engagements, 25k website visits and over 1.6k website visits.

Contact us to build a successful, innovative, data-driven media program.  

Healthcare Marketing: A Case Study Approach

Leigh cellucci, phd, mba carla wiggins, phd tracy j. farnsworth, edd, mba, mhsa.

• Member Price: $71.40
• Non Member Price: $102.00

Book Description

Experienced healthcare marketers know that the traditional four Ps of business marketing—product, price, placement, and promotion—don’t always translate into the world of healthcare marketing. In this practical guide, the authors address the importance of a different set of Ps—physicians, patients, payers, public, and the presence of politics—for building a solid foundation in healthcare marketing. The book focuses on the unique needs of marketing in healthcare, applying general marketing theory and concepts where appropriate and tapping into the day-to-day experiences of working healthcare marketing professionals. The four main parts of the book are introduced by comprehensive cases that will challenge readers to consider strategic marketing initiatives while teaching them the differences between marketing healthcare and marketing other products and services. Each chapter includes an additional case study that addresses relevant healthcare marketing concepts through real-world applications.

Topics addressed in this book include:

• The history of healthcare marketing practices
• Physician, patient, and hospital interactions
• Alignment of strategic marketing efforts to the mission, vision, and values of an organization
• Ethics of healthcare marketing
• Stakeholders’ roles in healthcare marketing
• Conflict management techniques
• The basics of a healthcare marketing plan

Instructor Resources: A test bank, PowerPoint slides, answers to the end-of-chapter discussion questions and exercises, and teaching notes on the case studies.

• Table of Contents (PDF)
• Preface (PDF)
• Book Excerpt (PDF)
• Instructor Resource Sample
• PURCHASE EBOOK FROM REDSHELF
• PURCHASE EBOOK FROM CHEGG
• PURCHASE EBOOK FROM VITALSOURCE (INGRAM)

Social Media in Healthcare Connect, Communicate, Collaborate, Second Edition

Marketing Health Services, Fourth Edition

Marketing Matters: A Guide for Healthcare Executives

Essentials of Healthcare Management: Cases, Concepts, and Skills, Second Edition

Healthcare Operations Management, Fourth Edition

Ethics and Professionalism for Healthcare Managers, Second Edition

Marketing Health Services, Fifth Edition

Leading Ancillary and Support Departments to Higher Performance: The New Service Imperative for Patient Care

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Transparent Growth Measurement (NPS)

Navigating success: healthcare marketing case studies unveiled.

Revealing Insights from Healthcare Marketing Pioneers.

How We Helped Qikink – a Print on Demand and Dropshipping Platform to Increase Organic Traffic by 56% in a 3-Month

How upGrowth Created a Strategic Growth Plan for a SEBI-Registered Investment Advisory Business in 2 Months

How upGrowth helped deAsra Foundation in Digital Growth

How upGrowth Created Affordable and Super Effective Social Media Marketing Packages for MSMEs

How upGrowth Created a Strategic Growth Plan and Go-To-Market (GTM) Strategy for an Ayurvedic Beauty and Personal Care (BPC) Family-owned Business in 2 Months

How we helped a fintech brand to rank at +15,000 featured snippets from 0 in 6 months

How we Boosted Monthly Sales for a Food Tech Startup

How upGrowth Helped Digbi Health to Achieve +500% Traffic via Organic Medium within 3 Months

How upGrowth Helped Chittlesoft Achieve +300% Traffic and 40% Lead Increase via Organic Medium within a 1 Month.

How We Helped an EdTech Brand To Achieve Business Growth Through Facebook and Google Ads in 30 Days

How We Helped Nivesh – a Fintech Platform to Increase an Organic Traffic by 700% in a 6 Month

How we Created a Go-To Market Strategy for an EdTech

How we Created an Actionable Go-To Market Strategy for an Education Platform

How we Helped a SAAS Executive Coaching Platform Increase Organic Leads by +80% and Paid Leads by +120% in 48 days

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Charting the Course to Excellence: Healthcare Marketing Case Studies that inspire

In this collection, we uncover the strategic brilliance and innovative approaches that have propelled healthcare brands to unprecedented success. Each of these Healthcare Marketing Case Studies has been curated to inspire you and offer valuable insights into the dynamic strategies that have reshaped the industry. Whether you’re a healthcare professional seeking to elevate your marketing prowess or an enthusiast fascinated by the intersection of health and creativity, join us as we unveil the stories of resilience, adaptability, and triumph that define excellence in healthcare marketing.

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What are the key performance indicators and metrics used to measure success in these healthcare marketing campaigns?

Key performance indicators (KPIs) and metrics in healthcare marketing campaigns include patient acquisition rates, engagement on digital platforms, conversion rates, and brand sentiment analysis. These metrics collectively gauge the effectiveness of campaigns in reaching and resonating with the target audience, providing actionable insights for optimization. Tracking patient retention rates and measuring the impact on overall health outcomes further contribute to a comprehensive assessment of campaign success, ensuring a holistic understanding of the marketing strategies’ impact.

How have collaborations with other healthcare providers or influencers been leveraged in the marketing strategies depicted in the case studies?

Collaborations with healthcare providers and influencers are leveraged to enhance credibility, expand reach, and foster community trust. By aligning with trusted figures in the industry, these campaigns benefit from increased visibility and authentic connections, ultimately driving positive outcomes. These partnerships extend beyond promotional efforts, facilitating knowledge exchange and promoting a collaborative approach to address broader healthcare challenges and innovations.

What role has patient feedback and engagement played in shaping marketing strategies in these healthcare case studies?

Patient feedback and engagement are integral in shaping marketing strategies, emphasizing the importance of patient experience. Insights gleaned from feedback mechanisms inform adjustments to communication approaches, service offerings, and overall patient satisfaction, contributing to long-term success. Actively incorporating patient testimonials and success stories into marketing materials adds a human touch, resonating with audiences on a personal level and reinforcing the organization’s commitment to patient-centric care.

How do these case studies demonstrate the importance of aligning marketing strategies with the overall mission and values of healthcare organizations?

These healthcare marketing case studies highlight the significance of aligning marketing strategies with the mission and values of healthcare organizations. Cohesive messaging reinforces brand identity, builds trust, and resonates authentically with stakeholders, creating a unified and impactful presence in the healthcare landscape. Integrating ethical considerations into marketing practices not only strengthens organizational integrity but also fosters a sense of social responsibility, further enhancing the organization’s reputation and patient loyalty.

What insights can be drawn from these case studies on the effectiveness of community outreach and public health campaigns?

Community outreach and public health campaigns are shown to be effective in raising awareness and fostering health education. By actively engaging with communities and addressing public health concerns, healthcare organizations build a positive reputation, promote preventive care, and contribute to the overall well-being of the community. Integrating digital platforms for community engagement and leveraging partnerships with local organizations amplify the reach of these campaigns, establishing a sustainable and collaborative approach to public health initiatives.

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Case Studies

&Marketing Case Study: Healthcare Digital Marketing Strategy Simplified

Business challenge summary.

A cutting-edge healthcare technology company ( BUDDI.AI ), whose target audience includes C-level healthcare executives, was poised for major growth in 2021. However, they were playing in a fragmented competitive landscape that would require them to creatively “break through the noise” in order to build and maintain brand awareness, drive lead generation, and achieve tangible results. To become a true thought leader and partner of choice in the industry, they needed to enhance their digital presence.

Like many growing businesses, this client had neither the time nor the resources to hire an internal team to drive the level of marketing strategy and execution needed in order to achieve success. They also struggled with bringing an unknown concept to market and helping potential customers understand the value that it brings to their companies.

The &Marketing team worked with BUDDI AI to quickly understand our technology platform and develop messaging based on data and Business Intelligence. During this time of rapid growth for our company, they found a way to harness the power of our own data and leverage it to get in front of the right audiences and decision-makers. This directly impacted our ability to more than double our lead generation goals in less than three months.

Co-Founder & Chief Architect, BUDDI AI

&Marketing’s Approach

Internal Discovery & Immersion

Due to the complexity and newness of the company and its product, a foundational “reset” was first needed, to create consistency and alignment within the company itself and ensure their positioning and messaging was delivered in a way that would resonate with their target audience. This discovery phase consisted of:

• A comprehensive review of backgrounding documents from the client
• Several internal stakeholder interviews and exercises
• Supplemental secondary customer research
• A high-level audit of competitor websites and messaging

&Marketing used this as fuel to build the following foundational outputs:

• Audience segmentation, customer research, and identification of pain points
• Brand voice and tonality/personality for each audience segment
• Value proposition and key message document, using our Storytelling & Branding framework
• The customer journey
• Alignment on success goals and KPIs (metrics)

  Business Intelligence

To identify digital marketing opportunities and create the building blocks for a comprehensive strategy and execution plan, &Marketing needed to first understand A) the target audience’s behavior online and B) the competitive digital landscape. To do this, we ran a Business Intelligence and Analytics project for this client to review and assess the d igital online landscape:

• Keyword Striking Distance Analysis: Identifying top keyword opportunities based on current rankings
• Enhanced Competitive Analysis: Identifying competitor strengths and opportunities in which Buddi could steal their online market share
• Nontraditional Competitor Analysis: understanding where our target audience is going to consume information about our product/service that are NOT competitors.
• “ People Also Ask” Research: Related online searches that may provide less expensive opportunities to rank or advertise for that reach our audience at each stage of the sales funnel

This research served as the building blocks for a future comprehensive strategy and execution plan that would include content, digital advertising, website enhancements, and SEO optimization.

Execution & Reporting

Discovery and Immersion combined with Business Intelligence data allowed &Marketing to create sophisticated, yet engaging content, automated email campaigns and highly targeted paid advertising on Google and LinkedIn helped to drive website traffic, lead generation efforts, and overall brand awareness.

In four and half months, we helped BUDDI.AI generate 253 qualified leads at cost per lead of $121 – more than double their goal and all within their budget!

Additionally, we helped increase website traffic 434% compared to the previous period, furthering BUDDI.AI’s presence amongst the marketplace.

We continued to support this client as their business expanded with new products and audiences.A comprehensive marketing strategy was developed that included digital marketing, social media exposure, website and SEO enhancements, content creation, sales enablement, email automation, and a lead generation plan that expanded their brand awareness and accelerated their sales efforts.

Are you facing challenges of your own in generating leads and meeting your business’s growth goals?

We’d love to learn more about your challenges and how a coordinated marketing approach might help take your organization to the next level.

About &Marketing:

&Marketing provides the robust outsourced marketing department growing companies need without the high overhead costs of big agencies or full-time employees. Our variable model empowers businesses to reach their growth goals through access to the guidance and expertise of senior level strategists and a flexible execution team.

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Marketing Strategies for Healthcare Businesses Handbook (2024)

In the Marketing Strategies for Healthcare Businesses Handbook (2024), we emphasize the importance of effective marketing in today’s rapidly changing healthcare landscape for achieving success.

AIscreen’s team researched that nearly 70% of patients start their healthcare journey online? With competition rising and patient expectations changing, it’s essential for healthcare businesses to stay ahead.

In this, you’ll learn practical strategies tailored to the unique needs of healthcare marketing. From leveraging digital channels to enhancing patient experience, we’ll explore key insights and tactics to help you achieve your marketing goals.

Short Summary

• Effective marketing is crucial for success in today’s rapidly evolving healthcare landscape.
• Healthcare marketing strategies should focus on building trust, connecting with patients, and providing high-quality services.
• Leveraging digital channels, enhancing patient experience, and utilizing personalized approaches are key tactics for successful healthcare marketing.

With AIScreen as the leading digital signage provider, healthcare organizations can create engaging experiences that improve patient care and communication.

What Does Marketing Strategy For Healthcare Mean in the Context?

In healthcare, the main goal of marketing is to connect with patients in a personal way. This means reaching out to them in strategic ways to help them with their healthcare needs. A good marketing plan for your healthcare business should blend both online and offline approaches.

The healthcare field is always changing, which makes marketing a bit tricky. Without a solid strategy and staying updated on trends, it can be hard to succeed and make money for your organization.

How are Healthcare Marketing Strategies Different From Traditional Marketing Strategies?

The healthcare industry is unique because it deals with people’s health and wellness, which is different from other businesses. Healthcare marketing isn’t just about selling products like in other industries; it’s about following ethical guidelines because people’s well-being is at stake.

Here’s a closer look at how healthcare marketing is different from conventional marketing:

Generating Demand for Products & Services

It’s simpler to create demand for regular products through TV ads, billboards, or newspaper ads. But for healthcare, using those tactics would be risky.

Promoting illnesses or medical products just to boost demand goes against ethics. You can’t prioritize profit over people’s well-being. So, that traditional strategy doesn’t work here.

Complexity Around the Familiarity of Products

In traditional marketing, it’s easy to boost profits for well-known brands because people already know about the product and its use.

But in healthcare marketing, it’s tough. You have to constantly work to educate people about products or services, like postpartum care or mental health for seniors. These topics are hard for many to understand, so there’s often a lack of awareness.

Desired Result and Its Measurement

In regular marketing, success is measured by profit or return on investment (ROI). But in healthcare marketing, it’s about more than just money.

While financial gains are important, what really matters is building trust with customers and offering high-quality products and services. So, healthcare marketing strategy need to be planned carefully and thoughtfully.

15 Marketing Strategies Sure to Work for the Healthcare Businesses in 2024

Here are some of the best healthcare strategies to use in 2024.

1. Employ Digital Signage

The global digital signage healthcare market is growing steadily, expected to reach $28.33 million by 2026 with a 6.02% annual increase. Investing in digital signs for healthcare organizations is highly effective, offering personalized content to patients.

However, many hospitals and clinics underutilize screens, displaying outdated content. By embracing a well-connected digital sign system, facilities can enhance their marketing efforts and provide top-notch experiences for patients.

With digital sign software, healthcare marketers can use screens strategically to share information and improve patient experience, which are big concerns for their target audience.

These screens can show:

• Lists of doctors and their availability
• Maps and signs to help people find their way
• Updates on patient queues using hospital queue systems
• Fun and informative content like news, weather, health videos, and live TV.

Digital signage is a really flexible tool for marketing in healthcare.

At AIScreen, we believe in harnessing the power of digital signage to create engaging experiences that enhance patient care and communication.

2. Pay-per-Click Ads

Your website appears as the top search result for “best gynecologist,” but there are also PPC ads above it. These ads, known as PPC, involve businesses paying for each click. With a strategic PPC approach using high-intent keywords, you can generate genuine leads.

Tools like Google Ad Hub offer insights into the performance of your digital ads, beneficial not only for hospitals but also for healthcare companies and medical equipment businesses.

3. Leverage Social Media

Approximately 41% of patients select doctors based on their social media reputation. Platforms like Facebook, Twitter, Instagram, and LinkedIn are pivotal for healthcare marketing.

Regular content posting and innovative strategies like influencer marketing and online contests enhance engagement and broaden brand recognition.

4. Hashtag Campaigns

Initiating a hashtag campaign on relevant health topics fosters patient engagement.

Thoughtfully select hashtags aligned with healthcare goals. Display campaigns on screens and engage visitors for broader outreach.

5. Live Conversations with Health Experts

Live interaction with patients is pivotal for hospitals and healthcare centers. It fosters loyalty and provides instant clarifications through live chats.

Utilize live sessions to introduce services, raise health awareness, and promote health initiatives. Interactive Q&A sessions facilitate ongoing patient engagement and communication.

6. Membership Plans

Although not novel, monthly membership plans are gaining traction among healthcare businesses. They offer patients greater treatment autonomy beyond insurance dependency.

Typically, these plans encompass a spectrum of medical services, coupled with discounts and additional support for persistent health concerns. Ultimately, they represent a cost-saving opportunity for patients and a means for healthcare providers to cultivate lasting clientele.

7. Incorporate Mobile Marketing

Given the prevalence of mobile usage among patients, optimizing your website for mobile compatibility is essential. Additionally, developing a mobile app across various platforms enhances accessibility to your services.

Leveraging messaging apps such as WhatsApp and Messenger facilitates effective communication with potential patients, boasting a high open rate of 98%. By sending helpful reminders and offers through these platforms, you can enhance patient satisfaction and foster customer loyalty.

8. Video Content Marketing

Videos are really effective for getting your message across and convincing your audience. Almost every medical business has a YouTube channel these days.

You can use videos to share wellness tips, debunk healthcare myths, promote your practice, and tell patient stories.

Businesses that use videos grow their revenue much faster than those that don’t.

So, make sure to use videos on your YouTube channel, blog, website, and social media to get the most out of them.

At AIScreen, we’re passionate about creating impactful video content that connects with patients and builds trust in healthcare providers like never before.

9. Retention Strategy

Once you’ve attracted patients, it’s important to keep them coming back! Here are some tips for retaining your customers:

• Check your online reviews and respond to any negative comments. This shows your customers that you care about their experience.
• Always stick to your schedule to build trust with your patients.
• Make sure your employees are polite and empathetic at all times.
• Your front desk staff should be professional and helpful, especially with upset customers.
• Offer interactive digital services like information libraries and feedback kiosks to make the experience better for your patients.

10. Don’t Forget About Internal Marketing

Internal marketing is really important. Did you know that when your employees share your content, it gets eight times more engagement than when it’s shared through other channels?

So, while it’s good to focus on marketing outside your organization, don’t forget about marketing inside too.

11. Healthcare Awareness Campaigns & Drives

In healthcare, not every healthcare marketing campaign needs to be a direct sales pitch. Sometimes, organizations earn a good reputation by doing noble things, which can bring better results than other strategies.

One example of this is organizing public healthcare campaigns. These campaigns raise awareness about medical issues that aren’t well-known and help remove the stigma around diseases that people might be ashamed of.

12. Build Doctor Referrals

Building relationships with doctors can really boost your healthcare business. Your marketing and sales team should visit doctors regularly and talk to them about your brand.

If you can convince doctors to recommend your organization for checkups and medical help, it brings in more patients. When a doctor recommends your organization, it makes you stand out as better quality and reputation than others.

13. Free Medical Check Ups

This marketing strategy in dental digital sigange healthcare is really popular and has been around for a long time. And there’s a good reason for it. Healthcare costs are going up, and many Americans can’t afford medical care. In fact, one in four Americans skips medical care because it’s too expensive.

When you offer free medical checkups or donate medicines, people notice. The people who benefit from these acts spread the word about your brand.

14. Focus on Long-Form Content

Long-form content, like blogs and case studies, is a great way to establish your website as an authority in your field. When your website has higher authority, it’s more likely to show up in Google searches. Plus, long content helps in these ways:

• Brings in more organic traffic
• Gets shared more among people
• Gives more opportunities for valuable links
• Makes your brand look more credible and reputable

15. Use Healthcare IoT Devices

Using IoT (Internet of Things) devices in your healthcare practice can give you an edge over your competition. Two common uses are monitoring blood sugar and heart rate.

As healthcare technology improves, the IoT market is expected to grow to $158 billion this year, up from $41 billion in 2017.

Electronic health records (EHRs) are changing how healthcare works. Devices like ultrasounds, electrocardiograms, and thermometers are becoming connected through IoT. This helps patients keep track of their health progress on their own.

We’re still at the beginning stages of using IoT in healthcare, but as people become more aware and technology improves, it will become even more useful.

Some Fundamental Guidelines to Follow While Designing Healthcare Marketing Strategy for Businesses

To make sure your healthcare business’s marketing is on point, you need to follow the latest trends and take care of the digital signage locations in the industry. Here are some simple guidelines to help you create a successful marketing plan:

Focusing on Brand Awareness

Figure out what makes patients like your healthcare business. Find one important thing that brings a lot of patients to your website.

Then, use marketing campaigns to tell people about the good things you’ve achieved. This helps build a brand that people can trust.

Decide on the Most Suitable Marketing Channels

Using many marketing channels can be helpful, but it can also get overwhelming if you’re not focused.

That’s why marketers should look at where they are, who their patients are, and what services they offer to decide which channel is best for their healthcare practice.

Management of Reviews on Social Sites and GMB

For healthcare businesses, having a good reputation is really important. So, strategies need to focus on managing that reputation.

Share positive feedback on social media and respond to negative reviews with a customer-focused approach.

Personalized Approach to Building Better Engagement

Customized marketing works better.

Marketers can use patient records to target consumers based on what they need and like.

Offering a Seamless Digital Experience to the Customers

Make sure everything runs smoothly for your customers. Keep your website, social media, mobile apps, and digital displays bug-free.

Also, give your customers a smooth experience when they’re at your place. Use self-service booths, make sure people can access physical content with their phones, and use systems like queue management to help your staff work better.

In today’s healthcare landscape, effective marketing is essential for success. By implementing these strategies, healthcare businesses can connect with patients, build trust, and stay ahead of the competition.

From leveraging digital signage to utilizing social media and video content, there are numerous opportunities to enhance patient engagement and drive business growth.

By following these guidelines and staying updated on industry trends, healthcare businesses can navigate the complexities of marketing and achieve their goals in 2024 and beyond. Contact us now.

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321 Web Marketing

Organic SEO Agency

Healthcare Marketing Case Study

With this case study, you will receive an in-depth look into how 321 Web Marketing has boosted the traffic and leads for one of our healthcare clients. Out of respect for our client and their confidentiality, we will refer to this particular organization as “Healthcare Provider” when discussing their marketing campaign.

Healthcare Provider History & Pain Points

In January 2020, Healthcare Provider reached out to 321 Web Marketing to see how we could help increase their organic traffic on Google and get more patients through their doors. Healthcare Provider had been operating for quite a while before but was only getting new patients through referrals in their competitive region and market. Thus, there were two major pain points they needed to address with 321:

• No New Patients From Outside Of Their Referral System
• No Useful Information Or Engagement On Their Website

As a Northern Virginia digital marketing agency, we share residency with some of the top healthcare providers in the nation. However, we often notice a disconnect between these providers and SEO marketing as they often trust their referral networks. While referrals may keep a healthcare organization in business, they are certainly not ideal solutions to growing the practice and driving more tangible results.

Goals Of The Healthcare Marketing Campaign

After reviewing their pain points and existing website, 321 Web Marketing immediately saw the need for outsourced digital marketing. Our CEO and Director of Digital Marketing collaborated directly with Healthcare Provider to identify goals for their brand new campaign:

• Increase Lead Generation
• Improve Website Engagement And User Expeience
• Develop Informative, Keyword-Rich Content

Our primary goal for Healthcare Provider was to supplement their well-established referral system with marketing efforts to help them discover clients that would have otherwise never heard of their practice.

Healthcare Marketing Strategy

When developing Healthcare Provider’s marketing strategy, we identified the strong need to focus our marketing efforts locally. This was due primarily because the majority of business for healthcare organizations come only from their city or county and its surrounding areas. While opening our SEO efforts to a larger audience could potentially generate more website traffic, it would not produce many leads or new patients for our client. Therefore, the hypothesis we created for this campaign was based on targeting local clients and their goals for lead generation.

Strategy Hypothesis

Most of the information on the internet regarding this field within the healthcare industry was quite dry and lacking user engagement. In some cases, even having too much technical or “textbook-like” information may be overwhelming or disengaging for individuals that come across the content. By developing concise but captivating website content, the user can quickly gain the resources they need to proceed with the next steps.

A majority of website designs for the organizations in this specific field were outdated and appeared to have several broken links. This is not only detrimental from a consumer perspective but also to search engines as they often penalize sites that are not functioning well. With a well-organized and maintained website, potential patients will have an easier time navigating the site and discovering the information they seek before scheduling an initial appointment.

Hypothesis Implementation

Before publishing the website, we worked diligently to ensure it contained useful and SEO-friendly information on all types of procedures and care offered by Healthcare Provider. The content was written in the form of “service pages,” which are pages that discuss a particular service provided by an organization in detail. Similar to pages that display a specific product, they allow for users to maker an informed decision before reaching out to a particular provider. Through our research, we made sure that the copy was clear and informative while eliminating jargon to help individuals best understand the services that Healthcare Provider offers.

Results Of The Strategy

As of December 2020, the new website has been live for just under 10 months and has already returned significant SEO results for Healthcare Provider. After launching a website with a library of content and a modern yet minimalistic design, Healthcare Provider has received over 700 qualified leads through the website (out of the 2,500+ leads that were marked as quotable or not quotable, and out of the 7,500+ leads that have not been marked). The following data shows how our SEO efforts have supported this colossal rise in lead generation.

Immediate Boost In Keyword Rankings

When beginning their campaign in March 2020, Healthcare Provider quickly noticed that 321 Web Marketing’s plan was tried and true. Their website immediately began ranking for keywords in Google, meaning that Google was displaying their website in results for ‘keywords’ or popular search queries performed by users. Due to the significant amount of trust Google had placed in Healthcare Provider’s website content, their web pages began gaining exposure through search terms that were relevant to the services they provide.

Organic Keywords (March 2020)

• #11-100:456

Organic Keywords (November 2020)

• #11-100: 2,637

Figure 1.1 shows the number of organic keywords that Healthcare Provider is ranking for in Google. This data provided by Ahrefs breaks down how many keywords Healthcare Provider is ranking for in positions 1 through 3, 4 through 10, and 11 through 100. The keywords that are displayed in positions 1 through 10 mean the page is ranking on the first page of Google. For more information on how to read and interpret this data, visit the documentation on how to read Ahrefs SEO metrics .

Steady Increase In Organic Website Traffic

As a direct result of Healthcare Provider’s rise in keyword rankings, their website has experienced a steady flow of incoming traffic through Google and other search engines. Some of Healthcare Provider’s web pages have even outranked popular websites such as Mayo Clinic and Planned Parenthood due to the quality and length of content. To provide context for the organic traffic data displayed below, the total number of website users for Healthcare Provider’s site averaged around 150 per month before 321 Web Marketing kicked off their healthcare marketing campaign.

Figures 1.2, 1.3 and 1.4 show the organic website traffic data, including the number of new users, total users and sessions, over 3 three-month periods. Figure 1.2 shows the data for March through May 2020, while Figures 1.3 and 1.4 show the data for June through August 2020 and September through November 2020, respectively. For more information on how to read and interpret this data, visit the documentation on how to read Google Analytics audience reports .

Significant Rise In Brand Recognition, Trust And Loyalty

Before working with 321 Web Marketing, most of the Google search traffic that Healthcare Provider received came from queries such as “Doctor Name, MD” or “Doctor Type near me.” Now, there is a substantial amount of searches for their practice and doctors due to users who are returning to their website after searching for services they offer with no prior knowledge of the organization or its brand. The rise in brand recognition can be directly attributed to Healthcare Provider’s increase in organic website traffic.

Direct Google Searches (Jan – Mar 2020)

Direct google searches (sep – nov 2020).

Figure 1.5 shows the number of clicks and impressions , as well as the click-through rate over a 3-month period for Healthcare Provider’s top 8 pages people visit first upon discovery of the website in Google. The page at the top of the list is their homepage, meaning users are most likely searching for the brand as opposed to just the services they offer. The high click-through rate means that they are not only viewing the home page, but also visiting other pages within the site instead of looking for a different provider’s website. For more information on how to read and interpret this data, visit the documentation on how to read Google Search Console reports .

Exponential Growth Of Unique, Quotable Leads

A lead is any interaction with a business initiated by a consumer through a phone call, web form or other method of direct or indirect communication. Whereas, a quotable lead is considered any lead that can potentially win business for the client. The data seen below highlights Healthcare Provider’s unique, quotable leads from May to November. Due to an increase in brand recognition, trust and loyalty, Healthcare Provider has been able to convert many website users into established patients.

Figure 1.6 shows the number of leads received by Healthcare Provider that has been marked as both unique and quotable. While Heathcare Provider has a significant amount of repeat (but quotable) leads from returning patients, we wanted to showcase our ability to continuously capture highly qualified leads, regardless of how much the practice has grown. The chart displayed is from 321 Web Marketing’s own lead tracking system that can be accessed by our clients at any time.

Results Summarized

For a complete and organized summary of the results from our healthcare marketing campaign, we have provided a table below which outlines the results after the 1 st , 5 th and 9 th months of our relationship with Healthcare Provider. Feel free to click on the question mark icons found next to the key performance indicators (KPI) to better understand the data that is being displayed.

Speak With Our Healthcare Marketing Specialists

The team at 321 Web Marketing has extensive experience working with multiple specialists within the healthcare industry and has produced winning campaigns for each one. Why not sign your organization up for similar results? We understand what it takes to get your practice to the next level, regardless of the healthcare field you operate in. Start your healthcare marketing campaign with our team of experts today!

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