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 People’s health is a sensitive and delicate issue, and digital marketing in healthcare requires caution. Therefore, tact, professionalism, and competence are necessary, combined with excellent knowledge of the legislation that regulates this specific discipline. Consequently, it is impossible to apply to the letter the marketing rules applicable to other industries or persuasive communication strategies as the law places limitations on protecting the patient. Therefore, no room for error exists in the healthcare industry. Nevertheless, this article will explain how digital marketing in healthcare activity can be a useful tool to know your outpatient activity or clinical facility. And how it can also become a useful tool for informing and disseminating, thus promoting prevention and early care.


  • What is healthcare digital marketing?
  • The importance of content and healthcare digital marketing
  • How to write an article for a healthcare digital marketing agency
  • Categories and keywords in healthcare marketing
  • Healthcare marketing and planning
  • Write clearly but sufficiently technical digital healthcare marketing
  • Quotes are important in digital marketing
  • Follow good SEO practices
  • And finally… spread the information

What is healthcare digital marketing?

What is healthcare digital marketing? When we talk about digital marketing in the healthcare sector, we are not referring to the simple application of the typical strategies of traditional marketing to the healthcare sector. Instead, the issue is complex: people’s health is a delicate topic that requires marketing to be specially adapted for the purpose.

You can’t just sell medical services when people’s health is at stake. But on the other hand, tact, forethought, and compliance with some rules provided for by the 2019 Budget Law, which introduced the ban on promotional health advertising, are necessary. Therefore, creating quality content becomes the key to making yourself known to future patients and transforming marketing from mere advertising into a dissemination tool. Healthcare digital marketing can therefore take advantage of a marketing strategy called inbound.

Inbound marketing h a company that develops software for the marketing field. Therefore, following these principles, inbound healthcare marketing can be interpreted as a simple scientific dissemination operation.

Digital marketing in healthcare is not advertising but scientific dissemination!”

The importance of content and healthcare digital marketing

As every doctor knows, in the scientific field, the authority of a scientist is linked to the number of scientific publications and the number of citations of his articles in other research works. Healthcare digital marketing translates this same logic to scientific dissemination of the digital.

In other words, the more updated you are, publish quality content and collect citations from other digital authors, the more the search engine algorithms will reward you by assigning articles to the top positions on the search pages. And your healthcare digital marketing agency will be effective.

How to write an article for a healthcare digital marketing agency

To start writing articles for your site, the first thing to do is carefully choose the topics you want to cover. It will be necessary to identify those most closely related to your profession or the services you offer at your clinic or clinic. Examples of arguments that can be lent to this purpose are:

  • the answers to the questions you most frequently receive from patients
  • some tips to improve the quality of life of your patients
  • popular articles that deepen the issues you deal with research data and specific therapies
  • updates related to your particular clinical practice

Categories and keywords in healthcare marketing

They may be related to subspecialty aspects of your medical branch, but they must nonetheless concern important areas of your profession. For example, a dermatologist might choose medical dermatology, surgical dermatology, cosmetic dermatology, and clinical cases. Additionally, it is necessary to develop a vertical healthcare marketing agency for the covered topics.

In choosing keywords, on the other hand, write a list of words or phrases that your patients could use to search for answers to a health problem that you or your clinic are dealing with. Choose specific keywords if you are trying to reach a particular type of person. Try to identify with your potential patients: what would they look for on the digital, for which you have the answer?

Healthcare marketing and planning

Planning is the key to a successful healthcare digital marketing strategy, and it is necessary to have a precise editorial plan. Being able to publish articles regularly increases your authority in the eyes of search engines. Furthermore, an updated content production reinforces the sense of competence perceived by potential patients and documents your activity of constant study, research, and updating.

Write clearly but sufficiently technical digital healthcare marketing

Always remember who your readers are. Very technical language could make your article difficult for a layperson to understand.

It is, therefore, essential to balance competence and understanding: for this reason, healthcare digital marketing can be interpreted as a simple scientific dissemination operation. Furthermore, the digital is full of improvised content not written by health professionals. Therefore, it is essential to balance competence and understanding. For this reason, digital marketing in healthcare can be interpreted as a simple scientific dissemination operation.

Quotes are important in digital marketing

It is essential to provide clear, truthful, and verifiable information. A good strategy can also include the direct citation of articles in the main scientific journals. You can quote, also by inserting an appropriate direct link, directly open-source articles present in international journals. This increases your online trustworthiness, and search engines will reward your healthcare digital marketing strategy with better SERP positions.

Follow good SEO practices

In addition to what we have explained above, don’t forget the good search engine optimization practices (or SEO). Finally, use at least one featured image. The images help the reader immediately understand what the article will be about and improve the user experience. Use photos optimized for the digital, which are not too heavy but at the same time are of quality.

And finally spread the information

When designing your digital marketing strategy, do not forget to encourage disseminating your content through the social networks most used by your potential patients.

Finally, in creating your online presence, take care of every detail, from the style of the images to the choice of colors. Especially on the digital, first impressions are what matter. So when defining your healthcare marketing agency, leave nothing to chance.

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