What This Means for Health Industry Marketers
The trend toward search engine reliance has drastically changed the health care experience for both patients and providers alike. This fundamental change in the individual’s experience with health care gives way to a great opportunity for providers to capture the attention of their target audience from initial inquiry to the moment of truth, where they decide which doctor to see or the best insurance plan to select.
The challenge here is that many hospitals and health systems, insurers, medical device manufacturers and pharmaceutical companies don’t choose to make SEO a top marketing priority. This neglect becomes detrimental to consumers seeking information, to the sales and marketing teams trying to attract qualified website traffic, and of course to the organization’s bottom line. This misstep can cost a website hundreds, even thousands, of qualified visits each day.
What does that kind of online traffic from health information seekers look like? For the Top 10 Medical Sites according to Alexa, it equates to an average of over 3 minutes of time on site, nearly 3 pageviews per visitor and 52% of traffic coming from search.
Although SEO is an important success factor for all digital marketing, advertising and social media activities, it is unfortunately the investment that is put on the backburner when time, resources or budgets are tight. That’s because many marketers believe SEO is an all or nothing proposition. It’s not.