Reaching the right customers in the medical field is a challenge.
There’s “Facility Manager Fred” who typically dwells in the basement of a hospital.
Or “CNO Sarah” who wonders how (and why) she became so focused on patient satisfaction scores.
Fortunately, through trial and error, we have identified a few medical SEO marketing tactics to help your company reach prospects.
In this post, we will share a client story as well as some of the marketing strategy that was deployed.
Let’s start with our client’s challenge:
The challenge is that most of our client’s prospective customers weren’t going to Google and typing in their product name. In fact, the search volume of their specific products was about 20-30 searches per month. If they ranked #1 for these terms, then it would only produce a trickle of traffic.
Despite the challenge, here’s what we did within 12 months:
There are three objectives we have when approaching any SEO engagement.
Our hopeful healthcare client was spending a considerable amount on paid ads each month. They operated on a WordPress website. And, they ranked organically for only their own company branded keywords.
We had some work to do.
To get started with content, here’s what we focused on:
We created about 4 SEO optimized pieces of content per month, including blog posts and landing pages. Once we found a regular frequency, we saw some nice results in terms of keywords appearing in search results:
The rise in keyword rankings allowed us to decrease the previous paid ad budget. This chart shows the rise in traffic value (the equivalent value of the organic traffic if it were acquired via PPC):
And of course, these upward trends extended to organic search traffic:
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