Google Algorithm and How to Keep Up Your Medical Business with It?

Every reputable online business recognizes the importance of SEO. It is an ever-evolving set of strategies that continually works to expand a site’s online presence through various advanced promoting tactics. As an online medical business, the major part of SEO is dedicated to raising your medical site’s ranking or positioning on search engine result pages (SERP), which brings visibility and then, patients to your medical services. The more visible your medical business is on search engines especially, Google Algorithm, the more patient visits you will get in the end.

But, once you base your revenue and business profit off your SERP positioning, you are now under the influence of Google’ algorithms. To make your medical SEO count, you need to stafy Google and the prerequisites in its ever-updating algorithms. No patient will ever be likely to click page 2 or 3 if they are searching for a reputable medical business and if you have failed to keep up with Google’s algorithms, that is where your medical business will end up ranking. To avoid this from ever happening, learning about Google algorithms, tracking them and updating your medical site accordingly are smart moves.

What Is Google Algorithm and Why Is It Important?

Basically, Google’s SEO algorithm directs how far up your medical business shows up on Google’s SERP. The algorithms work through various estimations that fundamentally direct sites through ranks. With Google, SEO algorithms are composed of certain codes that are then used to filter the internet and rank sites as indicated by how well they follow said code.

It then chooses which sites will show up for separate searches or keywords made by online users.As a doctor owning an online medical business, you need to follow Google’s algorithms to make sure your medical site always pops up in the top ranks, whenever a patient looks you up. Al ot of online business owners consider these algorithms a nuisance and a “punishment” set by Google to not let their sites stay on top of SERPs.

This is, however, is untrue, since these algorithms are designed to keep online sites and businesses performing at their optimal and provide the best experience for online traffic, which in the end, is Google’s main goal. If you slack in keeping up with these algorithm, your medical business and site can be affected in terms of:

  • Your medical business’s visibility and ranking.
  • Your organic patient search traffic.
  • Your patient conversions.
  • Your overall return on investment (ROI).
  • Your online revenue.

How to Track Google Algorithm Updates?

The first step to keeping up your medical business with Google’s algorithms is to keep track of them. Google doesn’t upload a monthly newsletter for its every update, however, you can track them by the following measures.

Monitor Your Medical Ranking

You can search for your most relevant and important medical keywords to see if they rank any different. You can use your browser in its private mode as Google values personalization to search for your medical keywords. Google will make use of cookies to show you the most customized results related to your searches. If there is a difference in the rankings, there has been an update.

Using Tracking Tools

AI is always better to rely on when you are testing it against another AI. Algorithm update tracking tools have mixed stances. On one hand, Google doesn’t like them since they can pick up minor updates, which can cause you to update your medical site accordingly when there was no need at all.

On the other hand, they are extremely helpful in keeping an eye out for major updates, if you double-check each before acting on them. Some of these tools such as MozCast, Panguin Tool, SEMrush Sensor, and Accuranker Google Grump Positioning track your medical SEO and alert you if there has been an algorithm update.

Set Customized Google Alerts

You can set custom Google Alerts to track any algorithm updates. Simply click on www.google.com/alerts/ and customize when you want to be alerted. You can customize your algorithm alerts based on:

  • Keyword
  • Topic
  • Frequency
  • Quality

Whenever any medical SEO experts or sites publish anything about a new algorithm update, which they do after fact-checking it a hundred times, you will be notified via email.

How To Keep Up Your Medical Business With Google Algorithm Changes?

Once you master tracking algorithm updates, it is now time to update your medical business and site, accordingly. You can get away without making any major changes by following some hacks, which are:

Monitoring Your Medical Site’s SEO

When an algorithm update is confirmed, do not make haste into updating your medical site accordingly. Let a couple of days or a week go by before checking your medical SEO data, to see how your medical site is adapting to the new changes. You can then track the changes, compare and contrast the results, and then update your medical SEO.

Keep The Updates Steady And Controlled

A small or minor change in your medical SEO strategy can create a huge change, sometimes not for the best. When it comes to updating your medical site according to the latest algorithm update, it is advised to make changes in your medical SEO and content strategy slowly and gradually, testing the results of each out and then progressing with the next one.

Make Sure Your Medical Site Is Fresh

Google hates nothing more than sites with outdated content and information and loves to throw them down to the last of its search results pages with each algorithm update. To avoid this, make sure that your medical site is updated with fresh and strong medical content. Try to keep it fairly simple as investing on expensive types of medical content such as podcasts or visuals may end up costing more and producing low results as the traffic rate is all over the place during an algorithm update.

Updating Your Medical Business According to Google’s Algorithm Changes

In the end, Google’s algorithms are designed to keep sites and businesses up to par with its standards and provide its users the ultimate experience. Unfortunately, for online sites and businesses, this can be quite a hassle if they slack off on keeping up with algorithm updates. 

To avoid your medical business from being subjected to appear on the second or third search result page of Google, tracking and keeping up with Google’s algorithms is something that may require some effort but will save you the loss of losing patients and your online credibility in the long run.

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Analyzing and Optimizing Healthcare Email Campaign Performance

Marketing is a world with shifting marketing tactics that come and go every once in a while. While these tactics keep emerging every now and then, there is no denying of the fortified marketing strategies that have been there since day one and constantly prove their worth in terms of lead generation even now. One of those fortified marketing strategies is email campaign marketing. The biggest medical businesses acclaim 40% of their patient leads to email marketing.

So let’s say, you started to employ email marketing to acquire patients and get your medical service out there, but how do you know how well it is working? Is it generating back your ROI? At the end of the day, no marketing strategy holds any worth if its potential does not match with your goals and ROI.

So if you are about to activate your next healthcare email campaign, take a pause for a few minutes and measure your campaign to objective-defining questions such as  “What is the goal of this healthcare email campaign?“, “Is it to generate patient leads?” “Is it to create a patient subscriber group?”, “Is it to convert more existing leads into patients?”, etc. If you are undetermined of the performance of your healthcare email campaign, it is now time to analyze the impairments and optimize where needed to progress toward your medical marketing goals.

Why Should You Even Use Healthcare Email Marketing?

Email marketing is one of the oldest yet the most successful parts of marketing in general. There are over 4 billion active users of email and over 3 million emails are sent every passing second. These statistics are enough to understand how many individuals (patients in this case) reside in the potential of email.

Aside from the high usage, email marketing is customizable, which is rare in other marketing aspects. With email marketing, the whole framework is customizable, working in the favor of both your existing and potential patients and your medical business. You can cover subjects like the new updates in your medical services, your recent business success, asking for a patient review or telling them about any discount or special offers. With its use foreseen to increase by a double margin, email marketing is here to stay, with a current ROI of 4300%.

How To Analyze Your Healthcare Email Campaign Performance?

While email marketing is a prosperous marketing aspect, it is crucial to determine whether it is working to its potential, therefore analyzing your healthcare email campaign’s performance is important too. Here are some Key Performance Indicators (KPIs) to help analyze your email campaign’s success rate.

The Open Rate

An email campaign’s open rate is the number of patients who received your email and opened it. This is a significant KPI to quantify whether your marketing emails are being opened at all by your patients. Your healthcare email campaign is a waste of a marketing budget if their open rate doesn’t come to scratch the number of patients in your campaign’s database.

The Unsubscribe Rate

An email campaign’s unsubscribe rate is the number of patients who received your emails and chose to be dropped from your campaign. This means that your campaign was unsatisfactory and failed to provide both your goals and your patients’.

There are numerous components that can influence your unsubscribe rate. If your emails look spammy, have misleading email titles, contain spammy links or clickbait, patients are likely to get irritated by them and choose to unsubscribe. This brings a negative impact on your medical business’s credentials as well.

The Clickability Rate

An email campaign’s clickability rate refers to the number of patients who were influenced by the marketing content inside your emails and choose to click on the links provided in the emails, which are basically links to your medical site or blog entries.

The Conversion Rate

An email campaign’s conversion rate is the most important KPI to consider when analyzing its performance. This KPI refers to the number of patients who received your emails, clicked on them, clicked on the links provided, and chose your medical services. This is the rate of patient leads generated by your email campaign.

How To Optimize Your Healthcare Email Campaign For Better Performance?

Once you have learned how to analyze your healthcare email campaign’s performance and figured out where it is lacking, it is now time to optimize it and turn those failings into powerpoints. Here are some optimizing factors that can improve your medical email campaign’s performance.

Definitive Purpose

Your marketing emails must always have a definitive purpose. The subject of your email can hugely impact your clickability, open, and conversion rates. When in doubt, create different marketing emails with different purposes and ensure that you are labeling and sectioning your patients by their interests so you can send them subjects that are the most relevant to them.

Catchy Title

Your marketing emails’ titles are what impact your email open rate. Always opt for direct titles that are basically that: direct and straightforward. These titles tell the patients what to expect from your emails. Some good examples of direct email titles are:

“Save 55% On Influenza Shots”

“How Can I Prevent My Family From Malaria + A Doctor’s Advice”

“Free Newborn Vaccines Available In Your Area”

Link Anchor Text

To get the best clickable rates on your emails, make sure to add powerful anchor text that supports your links that navigate your patients to your medical site or blog. To further develop your anchor text, add supporting sentences such as”

“Click Here To Subscribe To Our Medical Blog”

“For Further Information, Click On The Link Below”

“Discover More Of Our Dental Services Here”

Relevant Email Campaign Content

The relevancy in an email’s content is what makes or breaks an email campaign’s performance. A patient will only click and look forward to receiving your marketing emails if what you are sending them is relevant, interesting, and matches their interests. If one patient pursues your medical site for its medical content, send snippets of it in your emails, or if another browses around the discount or special offer page of your medical site, send those to them in your emails.

Tracking The Performance Of An Healthcare Email Campaign

Every medical marketing strategy must be analyzed to check the matching rates between its potential and its outcomes to ensure high ROI and goal completion for your medical business. To reiterate, your healthcare email campaign must generate patient leads, expand your patient crowd and get your medical services out there. To ensure it does all of that, analyzing and optimizing it is necessary.

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TikTok and Medical Ads: The Latest SMM Outlet

As a doctor providing medical services, you try your best to engage your patients and attract potential ones by either, putting up special offers and discounts, review pages, or using some sort of social media platform to remain connected with your patients and share your medical content. These are all tactics you employ to connect better with your patients and show them that your medical business is worth choosing. So it is no strange thing now that a majority of medical businesses are now employing TikTok as their SMM outlet.

If you find that shocking, you are unaware of the marketing gems hidden under medical TikTok marketing and how adding TikTok as a part of your marketing armor can strengthen your medical business. It has been said a thousand times before that marketing in a nutshell is catching up to every single opportunity that comes towards you and making the best of it. Using TikTok for marketing your medical services is a testimony to that.

Advertising or marketing on TikTok is similar to putting up a special offer on your medical site in a flu season, the outcome remains the same; to attract patients to your medical business. It is imperative to not let stereotypes fool you when it comes to marketing in general. What you may see as ridiculous and cast aside can be the very outlet that opens the flood of patients to your medical site. With over a billion daily active users, trying it out as your marketing outlet makes it worth a shot.

What Is TikTok And How Can It Be Used For Healthcare Marketing?

In layman’s terms, TikTok is a long-range video-sharing communication application used majorly by a younger demographic. In medical terms, TikTok is the new outlet for medical marketing. TikTok’s core goal is to cater to its users by its content and advertisements and if you look at it from a marketing perspective, both “content” and “advertisements” are golden tickets. While it was initially targeted towards the younger demographic, the user percentage had now drastically changed, bringing a hefty 40% of the older demographic from 30-50 years.

Unlike your medical Instagram or Facebook page, TikTok doesn’t need you to have thousands of patient followers for your ads or medical content to go viral because of its content distribution funnel. The type of medical content that can be posted on TikTok is not as different as your regular medical either, it can be:

  • Short medical informational videos
  • Patient testimonials or reviews
  • Snippets of a medical podcast
  • Medical guides and how-tos
  • Tour of your medical facility
  • Medical offers and discounts

Tiktok has 65 million users just from the U.S who spend about an hour daily on the app. With a 29% engagement rate, wide patient demographic, content versatility, and distribution checked off, TikTok becomes a medical marketing platform with tons of potential.

What Is TikTok’s Marketing Structure For A Healthcare Business?

TikTok’s latest marketing chunk has been making a widely targeted biddable advertising structure that resembles other social channels, with the businesses having the option to set up advertisement accounts and pick campaign options. There are presently four styles of marketing/advertising structures available for a healthcare business:

  • Top View: Your medical ad would show up when a patient opens the application. Top View includes longer in-feed style videos.
  • In-feed Advertisements: A more local advertisement approach that shows up in a patient’s feed.
  • Hashtag Advertisements: More in trend and have a higher shareability rate.
  • Brand Takeover Advertisements: Higher clickability rate with more lead generation opportunities.

TikTok And Medical Ads: How To Start A Medical SMM Campaign?

TikTok has a very modern ad campaign program which is quite similar to Facebook advertising campaigns. After creating and verifying your medical business’s account, here’s how you can start a Tiktok and medical SMM campaign on TikTok:

Install TikTok Pixel

Like Facebook, TikTok has a pixel that assists you with creating your medical ad campaign. The pixel is a sub-platform of the app that shows the progress of your ads and campaigns, sales, patient activity on your medical ads, etc.  The pixel also allows you to control your campaign with its features and gives you a system view of the patient engagement rate on your ads or account.

Create A Medical Ad Campaign

Once again, if you have created Google Ad or Facebook campaign, creating a TikTok and medical campaign is no different. When creating the medical campaign, determine your ad goals, your medical campaign name, and set its budget. Double-check to make sure all the settings are correct.

Set The Medical Campaign

This setting allows you to pick out your medical advertisement type, patient crowds, ad schedule, ad optimization goal, and ad bids. You also have to pick out your medical ad placement option. Your ad placement is where your medical ad will show up on TikTok.

Select Medical Ads Targetability

Again competing with Facebook, TikTok permits you to create both Custom Audience and Lookalike Audience, giving you the full authority in choosing your patient group. Some targeting options in this feature entail patient demographic, language, location, device option, gender, etc. This way, you get the full worth of your medical ads by specifically targeting them where you want them to be. 

Choose the Budget And Schedule

Set a reasonable healthcare email campaign budget with its available schedule. Going higher with expensive ads if it’s your first try is as foolish as going extremely low with the free healthcare campaign. Start in the middle by choosing the right ad type with the right budget. If it works out, you can opt for a higher budget and ad campaign next time.

You need to add third-party links to your medical ad campaign to track its progress. TikTok also gives you the option of selecting your optimization goal from reach, conversion, and click. Select the one that is your goal.

Create A Medical Ad And Check Off Your Campaign

You can create 20 medical ads per campaign. You have the option to recycle your infographics or short medical video ads from your medical site on TikTok, or you can create new ones from videos to pictures. Just make sure they represent your medical business.

TikTok And The New Medical Marketing Wave

Regardless of its negative reputation for a marketing platform which is now dwindling, TikTok has proved to be a successful outlet for SMM for the majority of medical businesses on it. To convert most of your online patient leads, you must advertise your medical business on every social marketing platform available.

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