FAQ About Marketing and SEO for Healthcare

If you work in the healthcare industry, then it’s likely you know that recent years have brought new regulations about how and when you can market to potential patients. Typical marketing practices that are used in other industries, like third-party data collection, are now not only frowned upon but can put healthcare practices at risk of a lawsuit. This change has come about because of 5 simple letters: HIPAA. HIPAA, which stands for Health Insurance Portability and Accountability Act, is intended to protect the private health information of patients. Its applications have become more and more strict as the digital landscape has evolved. It used to be that you could use remarketing tactics to target individuals who searched for certain symptoms or phrases, but now some of that information could be considered sensitive and confidential. It’s caused headaches for healthcare marketers and much worse. Violations have resulted in hefty fines beyond $1 million and even criminal sanctions.

That can all sound pretty scary if you’re looking to effectively market without jeopardizing your practice or network. But marketing is crucial, especially for healthcare entities. You don’t have to stop marketing. You have to be smart about your marketing. One effective tactic is organic SEO for healthcare. Still, you’ll need to have a conscientious plan in place to get it right. BoxCrush is here to help! We’ve compiled some FAQs about marketing for healthcare and some specific FAQs for healthcare SEO. Read on to gain some insights and take control.

FAQs for Healthcare Marketing

Do I Really Need Marketing?

Yes.

You really need marketing if you plan to grow your practice or network. Gone are the days of relying on word of mouth. We’ve become a much more mobile society, and online research has a dramatic effect on a person’s decision-making. You can’t afford to miss out on attracting new patients.

Does HIPAA Stop Me From Marketing to Potential Patients?

No.

HIPAA does not stop you from marketing to potential patients. All it does is ask you to take appropriate measures to protect your patients’ privacy. There are even ways to remarket without collecting sensitive data so you can still strategically target your audience.

Can AI Do It For Me?

No.

Using AI can be a part of your marketing tech stack, absolutely. However, relying entirely on AI is a huge risk and will likely leave you vulnerable to HIPAA violations. You’ll need a tech stack that has been carefully evaluated for HIPAA compliance.

Can I Use Marketing Automation Tools?

Maybe.

Marketing automation is crucial, but when it comes to healthcare, you’ll want to take your time to research a solution. Is the tool HIPAA compliant? What security measures do they offer? Do they have a proven reputation among other healthcare practices or networks?

What Are the Key Components of Healthcare Marketing?

There are many.

But there are a few that should be at the top of your list:

1. Brand
2. Reputation management
3. Local listings management
4. User experience
5. Audience/market research
6. Ethical marketing and advertising practices

How Do I Start Marketing My Healthcare Practice or Network?

Start with the basics.

If you’re just getting started, you’ll want to take it one step at a time. A few questions can help you think it through.

1. What are your short-term and long-term goals?
2. What is your budget?
3. Who is your target audience?
4. What support will you need?
5. How do you define your brand?
6. What message do you want to present?

Is Healthcare Marketing Expensive?

It depends.

There’s no doubt that certain areas in healthcare are hyper-competitive, which can come with a high price tag in certain areas of marketing like PPC. However, not every marketing channel is expensive. There are more affordable options, like organic SEO, content marketing, review solicitation, reputation management, and social media.

Can I Do It Alone?

We wouldn’t recommend it…

There’s no doubt that no one knows your patients and what you do better than you. However, marketing is a massive field all on its own. It’s wise to consider working with an experienced marketing professional or marketing agency with a portfolio that includes healthcare practices and networks.

FAQs About SEO for Healthcare

Is SEO for Healthcare Different?

Yes and no.

SEO for healthcare takes into consideration a multitude of factors all at once: location, relevance, volume, intent, audience, etc. Those are all SEO best practices. But it takes a nuanced understanding of the healthcare industry to get it right.

Do I Need to Use Local SEO in My Strategy?

Yes.

Local SEO is critical to healthcare marketing. You need to use geo-modifiers and manage your local listings so that you’ll pop up in common searches that end in “near me.” It will help you establish a reputation in your local market and can help you stand out in a crowded industry.

Can I Teach Myself SEO?

We wouldn’t recommend it…

There are marketing professionals who focus on SEO exclusively. It is an ever-evolving field, and it’s getting even more complicated with the addition of AI overviews and alternative search methods. You have far too much on your plate already. It’s best to leave SEO to the professionals.

Need an Experienced Partner to Guide Your Healthcare Marketing and SEO?

You don’t have to take on all of these challenges alone. Call on a partner to work with you at every step. BoxCrush has worked with multiple clients in the healthcare industry, and we’ve been leaders in web design, SEO, and more in Indianapolis for over two decades. Ready to start the conversation? Contact us to get started.