4 Healthcare Marketing Trends You Can’t Afford to Ignore

How to improve patient acquisition and retention for your medical practice or healthcare facility.

The healthcare industry has been going through a massive change. With the dramatic shift in health insurance policies and consumer behaviors, patients are stepping up to take better control of their healthcare choices.

In addition to this, as more patients are covering a larger portion of their healthcare bills, providers need to put more efforts into marketing directly to consumers.

Here are the latest healthcare marketing strategies to help you meet the fast-evolving patient expectations while improving patient acquisition and retention.

4 latest marketing trends in the healthcare industry

The key to attracting more patients to your medical practice or healthcare facility is to deliver an outstanding patient experience. Here’s what successful healthcare marketers are doing to succeed:

1. A patient-centric online portal

Consumers are now accustomed to managing their relationships with retailers and service providers via a robust online platform.

You need to offer a sophisticated, secure, and user-friendly patient portal that can handle most of the day-to-day patient interactions, such as paying bills, making appointments, checking test results, ordering prescription renewals, obtaining medical histories, and even conducting virtual consultations.


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2. A search-engine optimized website

Consumers are now more comfortable with using online searches to look for a medical facility or a healthcare provider.

Your website needs to be optimized for local SEO so it’ll show up in the “local pack” at the top of the search result pages when users search for “_________ near me.” You can also build backlinks and drive more traffic by getting online reviews on Google and third-party websites.


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As digital assistants such as Siri, Alexa, and Google Assistant are gaining popularity, more than 50% of searches will be voice-based by 2020 — your website content needs to be optimized for voice search. You can do this by focusing on long-tail key terms, using patients’ language, and providing local information.

3. Real-time patient support and interaction

With the latest customer support technologies, consumers are used to getting their questions answered and problems resolved in real time.

Providing best-in-class support is the key to improving your patient acquisition and retention rate. Make sure patients can contact your team via multiple channels such as email, text, phone, social media, and live chat.

In addition to this, don’t just interact with your patients only when there’s a problem! You can use the same channels to increase their engagement with your brand by sharing valuable content and gathering feedback.

4. Marketing automation and personalization

Consumers expect relevant content, information, and offers from their service providers. You can use marketing automation and segmentation strategies to deliver a highly personalized experience that meets patient expectations, increases engagement, and improves retention.

A robust marketing personalization platform allows you to deliver an omnichannel patient experience through multiple touchpoints, such as email, social media, text messages, printed materials, and so on to provide the most relevant and helpful content so you stay top of mind.

Hyper-personalization will drive the future of healthcare marketing. Request a demo to see how you can use our robust customer data management system to unlock the power of this marketing strategy.

The Biggest Losers of Google’s Mobilegeddon

Last month, we wrote about preparing for Google’s algorithm changes and the importance of optimizing mobile sites. Now that the changes have been in place for a few weeks, we’re taking a look at how Mobilegeddon is challenging some of today’s biggest websites.

Mobilegeddon Losers Infographic
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The biggest losers in Mobilegeddon

Even though Google gave companies plenty of notice, several sites took a hard hit from the algorithm update. Many sites did not optimize for mobile prior to Mobilegeddon.This lowered their Google ranking, or visibility.

Lil Wayne’s youngmoney.com ranked as one of the worst sites for mobile users – and for good reason. The mobile site is poorly formatted, displaying an abundance of blank white space and tiny links that are impossible to press. Searchmetrics reports that youngmoney.com saw a dramatic 76% decline in visibility.

Some of the biggest websites on the Internet are seeing negative effects from their mobile unfriendliness too. Reddit, known as “the front page of the Internet,” saw a 27% decrease in their visibility. NBCSports and SongLyrics saw similar drops.

But while these webpages may be down, don’t count them out just yet!

Reddit is working to improve its visibility by implementing a mobile site. The site is still undergoing maintenance, as Reddit works to add and fix certain features. But mobile users can use the mobile site, which includes larger links, less text, and a fresh look. Once the mobile version is complete, Reddit can expect their Google ranking to improve.

Is your company feeling the effects from Mobilegeddon? Be sure your mobile site is effectively optimized so your site doesn’t end up at the bottom of Google’s search engine.

Optimizing Mobile and Preparing for Mobilegeddon

Syncing your mobile and website platforms has always been a smart move for marketers, simply because shoppers prefer the ease and convenience of optimized mobile sites.

However, new updates to Google make this optimization a necessity, rather than option, for today’s eCommerce sites.

Google recently released plans to change its mobile search rankings based on a site’s “mobile friendliness” in the eyes of Google. The search engine giant will implement adjustments to its algorithm starting April 21, 2015 and has provided a tool to check if a site is mobile-friendly.

This is a big game changer for retailers that benefit from showing up high on Google’s search list. If these mobile sites are not properly optimized, they may be knocked down a few pages on Google’s search results lists. Companies around the world have cleverly dubbed these big changes, “Mobilegeddon.”

Google’s announcement has caused companies to reevaluate their mobile optimization. In light of this game changing situation, we are determining the best ways to optimize websites via mobile.

What does mobile “unfriendliness” look like?

Tiny links and text that require the user to zoom in are unfriendly, according to Google. Sites that require the user to scroll sideways to see content is also unfriendly. A properly optimized mobile site should be easy for the user to understand and use.

This shouldn’t surprise anybody. Shoppers like seamless experiences that are quick and easy – not an hour-long session that requires time, effort, and lots of extra navigation.

Although Google is practically requiring sites to become more mobile-friendly, retailers should have already be attentive to consumers by offering the best material for them. However, recent studies show that a whopping 91% of small businesses have not optimized their sites. When NectarOM heard this statistic combined with the breaking news of Google’s Mobilegeddon, we decided to take a closer look at optimization and mobile sites.

Types of mobile site configuration

There are a couple different ways companies can configure their sites to mobile:

  1. Responsive: Responsive configuration looks the same across all devices used. It uses the same URL across all platforms. For example, a site will look relatively similar on a laptop and on a mobile device – minus a few formatting changes. Tech experts agree that, traditionally, Google prefers a responsive configuration.
  2. Peets Coffee SiteMobile-specific: Mobile specific configuration can look significantly different from a website viewed on a computer. Oftentimes, these sites utilize less text, larger links, and resizing features to make the mobile commerce experience easy for users. Mobile-specific sites usually use “m” as their subdomain. For example, Peet’s Coffee and Tea
    designs their mobile site to include elements from their website – but with larger buttons and links, and less text.
Effectively optimizing mobile content

Snapshot of the homepage when viewed from my phone

When reconfiguring your mobile site, there are several factors your company should consider for easy site viewing and usage. We’ve determined what we think are the most important factors for effective optimization.

The most im

portant thing to remember when optimizing for mobile is to keep things simple. Don’t overcrowd the user’s mobile screen with text and links – an overabundance of content can get overwhelming and leave the user frustrated. Instead of cramming an information surplus into a home page, use basic links and titles to make a shopping experience easy for your users.

As far as formatting goes, there are several different factors that can strengthen your mobile optimization.

One of my biggest qualms in mobile sites are links that are too small or too close together. When my

Heinz uses links that are way too small for anyone's thumbs
Heinz uses links that are way too small for anyone’s thumbs

thumbs are too large to click a single link on my phone, I oftentimes get so annoyed that I leave the site entirely. When this happens, I might check out a competitor’s site, and use that instead if its easier to use. Be sure that consumers are able to click on your links easily so they don’t leave you for your competition.

Similarly, your site’s text should carry over seamlessly to mobile as well. If you are not designing a site unique to your mobile device, your site should utilize text that is easy to read – even when it’s smaller. Large, cursive fonts that may look pretty on the computer can look like illegible scribbles on a small mobile device.

Companies should also be aware of which outside content they are bringing into their site. In particular, plug-ins like Flash or Java can be an Achilles’ heel for companies implementing them on mobile sites. Both Flash and Java are notorious for failing to be mobile friendly. Ensure that your users are able to experience all content by avoiding these entities.

Going forward

Optimizing mobile in the upcoming weeks will be a necessity for all businesses. And the sooner you get started with optimization, the more time your company can take to effectively optimize your content. Interested in learning about other ways you can utilize mobile? Check out our mobile personalization white paper to learn what personalization can do for your mobile marketing campaign.