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SEO for Medical Marketing: What You Need to Know

By Snap Agency June 11, 2020

If you’re a medical company, we don’t have to tell you how much your services are valued—on any given day, yes, and without a doubt during the unpredictable COVID-19 pandemic. Whether you work in pharmaceuticals, medical devices, or run a medical clinic, we’re sincerely grateful for all you do.

Now, how to market those services? We’ve touched on how to boost visibility for digital medical device marketing before—in short, even though there will always be a need for the healthcare industry, it still pays to develop a creative, captivating marketing campaign. Today, we’re going to narrow our focus just a bit and talk about how medtech and other medical companies can perform well online with one of the most popular techniques in the digital marketing world: SEO

SEO: A Recap

If you’re already acquainted with digital marketing, we’re sure you’ve heard of search engine optimization. To review, this is the process of increasing your organic visibility online via a search engine and attracting visitors to your website. Most importantly, SEO requires you to understand your target audience and curate content filled with search terms and phrases to match their queries.

Why SEO for Medical Companies?

About 80 percent of consumers use search engines to answer their health-related questions. And from there, most consumers click on one of the top three search results, the assumption being that these sites are the most accurate, relevant, and reputable. It stands to reason that medical practitioners, hospital directors, and other members of your target audience are similarly online, searching for medical devices and other products that can meet their needs. In short, if you’re not investing some of your medical marketing budget in a sound SEO strategy, you’re doing your company (and your customers) a disservice.

How Do I Develop a Successful Medical Marketing SEO Strategy?

Google’s search algorithm may appear complicated and mysterious at first, but it’s all about providing you, the user, with what it believes to be the most relevant results in response to your query. If you’re a medical business that wants Google to deem your content relevant (and on top of that, reputable), you should make sure you’ve covered the following bases:

Fill Out Your Google My Business Page (Yes, All of It)

When hospital suppliers are deciding on their next purchase, chances are they’ll begin or pick up their search online. If your company happens to be based in a medtech hub like Minnesota’s Medical Alley, you’ll want to snag those local users before they have a chance to wander off to a different website. The best way to appear (and appeal) to a local crowd is to fill out your Google My Business page completely.

What does an ideal Google My Business post for medical marketing look like? It’s keeping your address, store hours, and contact information current. It’s responding to customer reviews—positive and negative—in a tactful manner. It’s incorporating some of those very keywords your customers search right into your GMB post, with the help of programs like Google Search Console.

Ensure That Your Site is Mobile-Friendly

Mobile search has never been more essential—62 percent of mobile phone users have used their devices to look up health information. Your goal is to separate the patient-side searchers from your target audience and only capture relevant users. But one of the first steps toward growing traffic is optimizing your site for mobile. If your website isn’t mobile-friendly (read: slow to load, poorly formatted)? Your viewers will go someplace else.

What are some quick and easy ways to ensure that your medical site is mobile-friendly? For one, reduce the number of images (or the file size of those images), and make the ones you do post really count. We also recommend accommodating mobile users by caching, which is when you tell computers to store important data so that it doesn’t have to be downloaded more than once. Large file sizes are one of the biggest reasons mobile sites run slowly, so invest a little time to create a minimalist approach for your medical site.

Users Come Before Search Engines

We’ve talked a lot about the importance of search engines, but you don’t want to get so caught up in appealing to them that you lose your human touch. Develop content that hits those keywords and phrases, yes, but above all else, consider the wants and needs of the patients that your customers are serving.

Fortunately, prioritizing both of these things is quite simple! A weekly blog post or e-newsletter, for example, can address FAQs while seamlessly incorporating those coveted keywords. Just be sure there’s a method to your madness—keep abreast of current medical trends and develop a regular content distribution schedule. Maybe this looks like a daily Facebook post, a twice-a-week blog, and a weekly company e-newsletter, all incorporating the most popular search terms for that month. No matter what you do, make sure to keep your target audience in mind.

Snap: Your Partner in Medical Marketing

Looking for a qualified digital marketing agency for your medical establishment? Look no further than Snap Agency—not only are we an award-winning company, but we’re also based out of Minneapolis, otherwise known as “Medical Alley.” In other words, we’re immersed in the medical marketing game and devoted to offering a top-notch client experience. We look forward to incorporating strong SEO, web design and development, and other tactics into your digital marketing plan. Come chat with us today!