In addition to guest posting on the UpCity blog, Viv Medical Marketing is featured as one of the Top Healthcare Branding Agencies in the United States Check out their profile here.

The healthcare industry is evolving and relying more heavily on digital means of lead generation to grow its bottom line. For sales reps, it has become increasingly difficult to gain the attention of physicians and/or healthcare professionals. According to a medical technology marketing industry trends report, 33 percent of medical sales reps are turned away for in-person meetings by physicians. Sales numbers are no longer reliant upon the traditional law of averages, and it’s not going to get better.

According to recent data, 85 percent of healthcare professionals agreed that digital media has altered the way healthcare organizations need to connect and engage with their consumers. Unless healthcare organizations embrace the shift to digital lead generation, they will be left behind as other organizations make the leap to online marketing.  Read on to learn which tactics healthcare organizations need to implement in order to boost the effectiveness of their medical marketing and sales techniques.

Utilize Social Media To Build Trust Among Your Target Audience

DC Interactive Group’s Rising Use of Social Media and Mobile in Healthcare Infographic states that 41 percent choose a healthcare provider based on social media reputation. Social media networks like Twitter, Youtube, and Facebook allow consumers to engage with information shared by others from a given organization or practice, while LinkedIn provides a platform for thought leadership, to grow one’s reputation among other professionals in the industry. LinkedIn also allows healthcare professionals to post articles directly into industry-targeted groups, connecting directly with other marketing, sales, medical, and healthcare professionals.

Optimize Your Website

According to Pew Internet Research, 77 percent of online health seekers began their last session with a search engine such as Google, Bing, or Yahoo. Search engines have utilized advanced machine learning algorithms to best associate user queries with content that best aligns with their needs. SEO experts follow a set of best practices to optimize websites for these algorithms in order to boost a website’s domain authority score. When someone searches “best hospital” or “leading healthcare provider”, Google crawls through all indexed websites and lists the highest authority websites on its SERP (search engine results page). The higher the authority score, the higher on the page an organization will be shown. This is a big deal when the first position in organic rankings holds a 30 percent click-through rate, compared to 2 percent at the 6th position.

Implement an Email Marketing Strategy 

According to the medical technology marketing industry trends report, email marketing yields on average a $44.25 return on every $1 spent. Yet 40 percent of healthcare companies said they had no email marketing strategy in place. Email marketing is the most preferred method of communication among healthcare professionals. 62 percent of physicians and other healthcare providers stated that they preferred email as their main form of communication to phone calls, in-person meetings, or direct mail. 72 percent said they used their smartphone or tablet for professional reasons with email being the number one reason for using mobile devices in the workplace.

Invest in PPC Advertising

In 2012, Geocentric’s How Health Consumers Engage Online Infographic reported that Google processes over 1 billion search requests daily. Of those searches, they discovered that 44 percent used search to find a doctor and 81 percent of those clicked on a sponsored ad. Advertising is one of the more measurable and fast-acting marketing tactics, giving organizations the ability to set a daily bid, and target specific demographics, locations and search terms. Companies can utilize optimized landing pages for specific services and products to further increase the likelihood that a user will convert.

The law of averages is no longer a viable excuse for dwindling sales numbers. Data shows that digital marketing is quickly becoming the primary form of lead generation for healthcare organizations and physicians. Combined with a strategic marketing plan, it is one of the most cost-effective and highest-yielding forms of lead generation. If you are a medical, healthcare, or pharmaceutical organization and don’t have a marketing strategy in place or have failed to see the results in what you’re investing, consider hiring a healthcare marketing specialist.

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Casey Schmidt
SEO/SEM Analyst at

Casey Schmidt, MBA is an SEO, SEM analyst for Viv Medical Marketing Inc.  Casey holds a BBA in business marketing from the University of San Diego and MBA from Regis University in Denver, CO.  It is his goal to act as the conduit between brand and consumer, implementing digital strategies that not only engage, inform, and impact organizations and their target audience but that will also deliver on measurable business goals.