Medical Marketing and Media | A Complete Guide for Businesses

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Today, there is so much information available on the internet that it seems patients do not need to visit a hospital to diagnose the problem. Customers can book online appointments at your medical clinic if your website is placed at a higher place on the search engine result pages. To get your website and services ranked higher in the search results, it is essential to plan healthcare marketing strategies for building brand image and optimizing the patient experience for greater footfall and better results. Medical marketing is a complex framework that assists medical businesses in educating and communicating with prospective patients on important health information, medical agendas, messages, company services & practices, and more.

Fundamental Elements of Healthcare Marketing

For a solid and manageable foundation in the medical industry, it is essential to identify the powerful marketing elements the healthcare business can undertake. Following are the top three fundamentals of medical marketing:

Digital Marketing: Broadly, digital marketing includes everything from mobile applications to online portals & gateways. Everyone around us is connected to the digital world via social media platforms like Facebook, Google, LinkedIn, etc., or online email sites like Yahoo, Gmail, or Hotmail. Digital marketing has the power to target a pinpoint audience by blogging, advertising, hosting online events, and so much more.

Internal Marketing: Internal marketing is about gaining attention and communicating information to those who already know you, such as past patients. It is about retaining patients by enhancing their experience, inspiring patient referrals, converting inquiries, etc. It is a low-risk technique and offers a high return on investment.

External Marketing: By external marketing, you can reach out to new prospective patients by advertising. A social media campaign is an effective strategy to connect and reach out to we have We have interested customers and patients. External marketing can be expensive as compared to other elements of medical marketing but quite effective.

Marketing and Media Trends for Medical Businesses in 2021

It is vital to review the latest medical marketing trends that can help organizations in the medical field grow. Some of the notable trends are listed below:

According to a report, about 85 percent of patients rely on Google reviews and form an opinion even before booking an appointment. Therefore, it is critical to emphasize the online reputation of the business. A dedicated program can be hired to improve or create a favorable image of the provider on Google, Facebook, or a review website.

Prefer an Image or Video over Written Content: Unarguably, videos and images engage consumers better than written content primarily because of the attractive visual elements. According to several reports, consumers will spend approximately 100 minutes per day watching online videos in 2021. Another study stated that videos have higher conversion and interactions with potential clients.

Local SEO: It is important to find website loopholes to generate more traffic on the website. Even a small issue in your website can push it down on the Google result page. Effective medical SEO of your website can offer vital information and leads for a foothold in the medical business.

Strategies to Gain More Clients and Patients for Your Healthcare Business

Search Engine Optimized (SEO) Website and Blogging

Search engines like Google have simplified the online searching process for people to find and receive information that they need. Google runs a combination of algorithms before delivering webpages on the search engine results pages (SERP), which is relevant to the search index. SEO tools can identify and eliminate the loopholes in your website that prevent inbound traffic. SEO Professionals conduct website audits that can increase loading speed, resolve content issues, build meta tags, deliver better crawlability results for the audience, and so much more.

Blogging can significantly impact the quality of SEO by positioning your business’s online site as a suitable solution to customers’ queries and questions. While creating a blog, content writers use several on-page tactics like higher frequency of keywords in the content, which makes the content more appealing and eye-catching to the readers.

Social Media Marketing

Understanding social media marketing in a medical industry setting is essential. A single Facebook or Google post can create many leads for potential patients. Almost everyone, especially millennials and Gen Z, spends most of their time scrolling Facebook or Instagram timelines and making decisions based on the information available. Medical companies can create meaningful content to engage potential patients available on social media.

Following are some essential tips for effective social media medical marketing:

  • Get a gist of the target audience and devise a relevant strategy for your social media handles like Facebook, Twitter, Instagram, etc.
  • It is vital to address customer complaints and queries to gain trust and loyalty. Companies can share their contact information online for users to connect with them anytime.
  • Frequently posting health tips and medicine information on Facebook, Google, etc., are great ways to build a company’s goodwill and reputation online. Quotes and facts can also draw the reader’s attention.
  • Hosting online events on Google, Facebook, or YouTube is a great strategy to connect and share information with potential patients.

Paid Advertising and PPC Practices

All the ads that one can see on billboards, newspapers, televisions, or radios are paid services offered by a publication company to businesses. Paid advertising is generally quite specific and granular, allowing you to reach out to an audience interested in availing medical services that you offer. It is crucial to broadcast your medical practices and information across multiple and selective advertising channels.

A Pay-Pay-Click, or PPC campaign, is an online advertising strategy in which you pay a fixed fee per click. Though not expensive, it is a profitable strategy for providers to analyze which medical practices receive better results. PPC campaigns offer brilliant work insights which facilitate better decision-making and more. Social network sites like Facebook have low click rates, but the customer-targeting capabilities can make a massive difference in the medical marketing practices of the business.

Phone and Email Marketing

The main objective of e-mail and phone advertising is to give data access to customers personally and to hear customer expectations and demands. As per a study conducted by Website Builder, the role of e-mail advertising becomes 40 times more successful than Facebook and other social media platforms, when it comes to customer acquisition. Also, Tower Data states that 0ver 91% of consumers in the US read mails every day. It is one of the most functional CRM choices to maintain communication, deliver important information, and automate appointment reminders on behalf of medical providers.

Check out the top e-mail and mobile media tips that medical ventures need:

  • Consider creating ads and newsletters that can be conveniently viewed on mobile screens.
  • The online content should be eye-catching and precise.
  • Track and report metrics to improve performance and effectiveness.
  • Find ways to run audience feedback campaigns online to enhance customer satisfaction.
  • Avoid using trigger words to prevent e-mails from ending up in the spam folder.

Why Do Media Marketing Practices Interest Medical Businesses?

There are several reasons why medical providers need medical marketing media services, some of the notable factors are listed below:

  • By interacting with the audience, medical businesses can ascertain customer demands and requirements, which can help them to improve their services accordingly.
  • Social media is a powerful platform and can recognize your medical venture on the global stage.
  • Competitive advertising can keep you ahead of the local competition regarding cost, revenue, and quality of care provided.
  • Clinicians and physicians can counter online criticism & misinformation by sharing expertise on social media platforms.
  • It helps you develop and execute strategies for educating patients on strong medicinal trends and information, for example, illustrating COVID-19 solutions.

What are the top Platforms for Medical Marketing?

Google: It allows you to upload PPC ad campaigns with an intuitive set of targeting features such as keyword selection, location, language, time, and more. It enables you to reach out to people of a specific age group, time zone, etc.

Yahoo Bing Network: The YBN network offers low PPC costs and can be an excellent choice for beginners in the medicinal field. It also provides lesser competition than Google ads. As per a report study stated by Koozai, the YBN network involved powerful partners like Amazon and Microsoft, which account for 29% of the market share.

Facebook: With over 900 million daily active users, Facebook is another top-performing digital platform for medical marketing. You can create display ads, engaging content, and so much more to stay connected with the audience. According to National Research Corporation, over 40 percent of US citizens rely on Facebook for health information and related channels.

Bottom Line

Medical businesses that tend to survive in the long run must avail marketing practices to stay ahead of the local competition and increase revenue & profits. By optimizing and selecting the most suitable and accurate category of your services, you can improve your business’s online presence and your reputation in the market. The quality of the content can be the deciding factor for achieving marketing goals as it can list your business website among the top search options on a search engine. It is a cost-effective solution to generate traffic on your website and improve your online reputation.

Healthcare CRM | An Integral Part Of Your Medical Business

The healthcare industry is in a state of flux. It has been for a few years now. Ever-changing regulations and the push towards value-based care already had caregivers scrambling to adapt their practices to the industry’s newer, digital-driven, experience-centric avatar.

The COVID pandemic struck out of nowhere and further, accelerated the shift Healthcare was going through – bringing patient experience at par with global standards.

Healthcare CRM enables you to enhance the overall experience for both your existing patients and potential ones while also streamlining the internal processes of your healthcare organization like admin, sales, and resource management.

This enables you to engage your patients better by personalizing communication and delivering the experience they demand from their healthcare providers. The CRM solution also treats patient data with the utmost security.

Let’s dive deeper into how a healthcare CRM can help your practice and how you should go about choosing the right solution for your organization.

What is a Healthcare CRM?

Patient experience is fast becoming the leading industry driver for CRM adoption. Studies showing that the global healthcare CRM market will reach $26.35 billion by 2027 reflect this trend.

Healthcare Customer Relationship Management system is essentially a comprehensive and integrated suite of tools that uses data and analytics, coupled with patient engagement best practices, to improve the entire caregiving experience for both patients and providers. Providers today have no shortage of patient data. There’s probably more data available than anyone knows what to do with!

But merely having access to data does not automatically create valuable insights to improve the patient experience. Patient data needs to be analyzed to uncover hidden opportunities. This is what healthcare CRM software is so adept at!

Leveraging automation and Artificial Intelligence, they can spot trends among your patient population and help you create personalized healthcare experiences for every single patient.

Below is a list of some of the types of data healthcare CRM systems can keep track of:

  • Demographic Data (Age, Gender, etc.)
  • Contact Info & History (Calls, emails, messages)
  • Patient-filled forms (Registration, Consultation, Feedback)
  • Billing History
  • Medical Insurance
  • Past and Upcoming Appointments
  • Symptoms and Allergies
  • Treatment History


By consolidating data from all these sources and combining it with other information from EHR systems, CRM software can create accurate patient profiles that reveal new engagement opportunities.

Moreover, you have access to all the patient information on a single platform that can also be used to contact and engage patients over the web, apps, emails, calls, and SMS, again from the CRM software itself. Your staff can also schedule appointments, generate prescriptions, and record notes, all from the same platform.

Healthcare CRM System vs. EHR System - What's Best For Your Clinic?

It’s often considered an either-or situation between EHRs and CRMs. But the fact is that they complement each other and cannot function without each other. An EHR or Electronic Health Record system has a holistic view of patient records, but it cannot process them into meaningful insights. A CRM can tailor care delivery to suit each patient, but it needs access to the health records to do so.

Hence, it’s beneficial for your practice to complement your EHR system by investing in healthcare CRM software. Not only can you generate better patient outcomes and improve the patient experience as a result, but you can also realize an impressive ROI on your CRM software.

Studies have shown that U.S. providers with superior patient experiences have 50% higher financial performance than those with sub-par patient experiences.

What's Special About a Healthcare CRM?

It’s always amazing to hear about the latest technological advancements in healthcare, but they rarely matter unless they deliver tangible benefits for your medical business.

What exactly can Healthcare CRM software do for your practice?

1. Attract More Patients With Confidence

Creating targeted campaigns based on your existing reviews and overall patient mix can proactively bring in more patients to your practice.

2. Personalize Your Patient Outreach

When you have data-driven insights, you can craft personalized emails or messages for patients, suggesting them, say, a diagnostic test or a consultation with a specialist. For new patients, the system can help you create campaigns based on specific patient segments.

3. Integrate With Your Existing Marketing Tools & Systems

Your business will likely have existing software and tools, such as the EHR, Calendars, Staffing tools, and departmental information systems (radiology, labs, etc.). A healthcare CRM will easily integrate with each of them to enable a single source of truth and make your life easier.

4. Create Automated Email & SMS Engagement Campaigns

Once you have identified the patients to reach out to, you still need to send out engagement via apps, calls, emails, or SMS. The CRM solution will automate this step for you and release your staff bandwidth for other clinical activities.

5. Use Real-Time Reports For Better Tracking

Measuring the performance of your business is essential not just for your forecasts but also to determine whether your practice is satisfying the patient outcomes mandated by value-based care. Medical CRM software helps you generate custom reports, often taking into account data from your business intelligence software as well.

3 Questions You Should Ask Before Buying Any Healthcare CRM

You might be sold on the promise of a shiny, new CRM software, but before you go ahead and invest in one, you should ask yourself a few questions:

1. What exactly do I need a CRM for?

List down the top business problems you wish to solve with the new CRM solution and the must-have features that it needs to address those problems. e.g., robust data security protocols, the latest communication channels for patient engagement, business intelligence capabilities, etc.

2. Will the new system integrate with my existing tools?

You don’t want a situation where your existing tools and software are made redundant after introducing the new CRM system. Or a scenario where the solution is not integrated well with your other software, resulting in data duplication and wasted effort.

3. How willing is my staff to learn the new system?

Learning a new system is always an extra thing to do for healthcare professionals, who’re almost always starved for time fulfilling their existing duties. Ensure that the system you’re going with is easy to pick up and the training process is comfortable for them.


Top 10 Best CRMs For The Healthcare Industry

To make it a little easier for you, we have compiled a list of the leading Healthcare CRMs available in the industry today. Hopefully, this will help you narrow down your choice by comparing your needs against the features available in these offerings.

1. Turnkey CRM

Turnkey CRM is by far the most promising medical CRM software out there, focusing on clinics & independent physicians. The all-in-one patient engagement and sales & marketing platform captures the pulse of the healthcare business, and the team’s acclaimed support services further bolster the emerging solution’s dominance in the market. It also offers a 14-day free trial to sweeten the deal.

2. Salesforce Health Cloud

Salesforce is a well-known name in the SaaS space, and their CRM solution brings their rich legacy and expertise to the healthcare industry. Though it might feel a tad expensive, its superior patient experience features and fluid interface should keep it at the top of your list.

3. is best suited for practices looking for project management and a CRM tool in one single platform. With ample customizations available, also offers a free trial for you to experience their services without a commitment.

4. Pipedrive

Simple yet powerful, Pipedrive is one of the most user-friendly CRM solutions available. With custom reporting tools and ample integrations with your email and marketing tools, Pipedrive has a lot going for it.

5. Nimble

Nimble stands out from many other competitors in terms of its capabilities around social listening and patient interaction history that are used to build and update robust patient profiles. Nimble also offers a free trial and competitive per-user rates after that.

6. NextGen Office

NextGen Office by NextGen Healthcare is a holistic practice management solution, combining an EHR, CRM, patient portal, and other tools into a single integrated platform. NextGen has a provider experience focus that simplifies the capture of patient interactions that automatically improvesensurethe patient experience.

7. Bitrix24 CRM

Bitrix24 CRM is used by millions of businesses worldwide. Its extensive integration with social media and messaging channels like Facebook, Instagram, iMessage, Telegram, and others makes it a powerful tool suited for healthcare practices.

8. Simple Systems CRM

Suited for small and mid-sized businesses, Really Simple Systems CRM offers plenty of customizations and integrations to enable a bird’s-eye view of your entire sales pipeline and patient relationship management.

9. Zendesk Sell

Zendesk’s CRM software is widely-acclaimed across industries. Its healthcare-focused CRM system offers industry-leading customer service and a variety of patient outreach tools to ensure your patients always remain at the heart of your business.


HIPAA CRM keeps patient data security front and center, evident by its name. A simple, easy-to-use, and cost-effective option, it offers rich reporting tools and staff management capabilities.

HIPAA Compliance & How It Relates To a Healthcare CRM

The Healthcare Insurance Portability and Accountability Act (HIPAA) of 1996 ensures the protection of sensitive patient data and easily switch health insurance between payers.

With the rapid adoption of healthcare CRM software, massive amounts of patient data are exchanged between healthcare organizations. A HIPAA-compliant CRM makes sure that this exchange adheres to the regulatory compliance guidelines while also leveraging the data to benefit patients with superior care delivery experiences.

HIPAA violations are penalized heavily and can have far-reaching consequences for your practice. It’s, therefore, essential for your business to use a CRM system built around HIPAA compliance. Turnkey CRM is one such solution that values data security above all else.

Who Benefits The Most In Your Medical Facility With a Healthcare CRM?

1. Patient Benefits

Patients are directly benefitted from improved and personalized experiences that also help improve their health over time.

2. Internal Staff Benefits

With automation and data-powered insights, you can avoid unnecessary administrative tasks and chances of burnout for your staff while simultaneously enriching their professional satisfaction.

3. Front Desk Support

An up-to-date and accurate patient profile enables your front desk staff to deliver curated and valuable interactions to patients every time, whether in-person or virtually.

Conclusion - To Buy Or Not To Buy a Healthcare CRM?

The state of the healthcare industry today is primarily driven by the urgent need to enhance the patient experience. With the paradigm shift towards value-based care making it more essential than ever to have a comprehensive patient relationship management system in place, the importance of healthcare CRM systems will only increase from here.

The question is no longer if you need to get on board. Instead, it’s how soon you can transition into a patient-centered, data-driven, and future-focused medical practice.

Reach out to us today to find out how Turnkey CRM can help you on your journey to excellence.

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