Fractional CMO Insights: Boosting ROI in Healthcare Marketing Campaigns

Patients are the lifeline of all medical and healthcare institutions. Without the right marketing campaigns to bring in new patients, your company may find itself on the losing end of the competition. If this sounds like a similar situation to your organization, hiring a healthcare fractional CMO can be the most ideal solution.

These marketing professionals provide expert-level guidance to help new businesses get a foothold in the industry. A fractional chief marketing officer (FCMO) can create a tailored healthcare marketing plan that resonates with audiences and answers their specific needs.

One FCMO specialty is helping your company reach maximum return on investment (ROI) through effective healthcare marketing tactics. We have six tips on meeting your healthcare marketing campaign ROI—for more on connecting with FCMOs, Digital Authority Partners (DAP) can help.

6 Tips To Optimize Your Healthcare Marketing Campaign ROI

With healthcare shifting to a more online approach, focusing on digital marketing methods can help increase visibility, organic traffic, and audience engagement.

Read on for six ways a fractional CMO can utilize digital methods to improve your company’s ROI.

1. Search Engine Optimization

SEO is vital for gaining visibility amongst a sea of competitors. A strong online presence influences the number of visitors who visit your website. The more established you are (and the higher domain authority you have), the higher a site will rank on search engines. Then, the more customers you convert, the greater your healthcare marketing campaign ROI will be.

Start by targeting relevant, high-volume keywords that match your user’s search intent. Create and share relevant content to keep users informed and engaged. This content can include blog articles, guides, tutorials, and videos. Content like this serves as a valuable tool for lead generation and establishes a brand as a thought leader in the healthcare industry. 

Prioritize healthcare website development. Since your website is the first thing your users see when they search for your business, all on-page and off-page elements must be completely functional.

SEO takes a lot of time to perfect, so many groups rely on a healthcare SEO Agency to guide them along the way. They have the skills and experience to develop SEO strategies that deliver the positive ROI you’re dreaming of.

2. Paid Media Management

Paid media is an effective way to boost healthcare marketing campaign ROI and expand your reach. This strategy allows you to promote your company on various platforms for a specific price. 

Paid media comes in different forms, such as Google Ads, pay-per-click ads, and social media ads. PPC for hospitals, medical device companies, and private practices can be powerful: At Digital Authority Partners, our clients saw a 4 to 10-time return on spend with paid ads.

Before launching your paid media campaign, first determine what you are specifically trying to achieve. Set SMART goals and KPIs to give yourself a clear direction of what you want to attain from this campaign.

Certain ads are most impactful on specific channels. Your choice of channel can make or break your campaign. Whether it is online or through traditional channels like TV, billboards, or radio, weigh out the pros and cons of each one.

3. Content Marketing

Content rules the digital space. With so many kinds of content to consume and a lot of information surrounding the medical industry, it is ideal that healthcare organizations create their own in order to speak to their audiences.

Content marketing is one of the best ways to establish yourself as an authority in the industry. Your content must answer the questions and concerns of the target audience to build trust and credibility. Creating content that is of value will also help you rise on the search engines.

Types of content to create include blog posts, articles, videos, newsletters, case studies, and more. Having your content align with the audience’s best interests is the best way to retain them.

A fractional CMO can create a content marketing plan for a healthcare company by developing a targeted strategy. They can guide the creation of authoritative, informative content that builds trust and educates patients on critical health topics (while complying with regulations such as HIPAA). 

4. Review Management

The healthcare industry is founded on trust between the patient and their provider. Maintaining this positive relationship is key to patients returning and opens the door for new ones.

Customers are more likely to choose a company if they manage their reputation well. This includes managing and responding to reviews from previous customers and monitoring the perceptions of your company and the quality of your services.

You can achieve this by encouraging satisfied patients to provide feedback on your services. Platforms like Google Business Profile and Yelp can help boost your reputation and even increase your rankings on the search engine.

Responding to reviews is also an important part of reputation management. For positive reviews, show your appreciation and gratitude to your patients by writing back. For negative reviews, respond professionally. Companies can soothe ruptured trust by holding themselves accountable and showing their commitment to addressing and solving issues.

A fractional CMO can establish a structured process for monitoring reviews across whatever platforms you use. A fractional CMO can train internal teams on best practices for engaging with reviewers, including maintaining a brand's voice.

5. Email Marketing

Maintaining open communication is one of the most crucial parts of retaining customers. One of the most convenient ways to achieve this is through email marketing. Doctors and healthcare providers use email for many different purposes, from appointment-setting to product deals and promotions.

You can contact a healthcare email marketing agency to help you come up with an email marketing strategy. Start by creating an email list from your website and social media channels. Ensure that the data you gather is compliant with HIPAA regulations.

With these email addresses, create valuable content that educates and serves your audience. This can include weekly newsletters, helpful articles, or medical guides. It is important to segment your audience and deliver each content based on their specific demographic to ensure that everyone receives something that is most relevant to them.

6. Targeted Advertising

In order to broaden clientele, companies must market their healthcare company using the right means and to the right people. This process looks at different demographics and tailors your messages and healthcare marketing efforts toward them, creating a more personalized approach.

Depending on your target market, there are numerous ways to reach out to new customers. For example, PPC for hospitals can be incredibly effective. PPC or pay-per-click allows healthcare companies to gain visibility and attract the right clients.

To run a successful PPC campaign, invest in strategic keyword research. Keyword research can help identify the most relevant keywords that align with the user’s search intent. Remember to regularly monitor the progress of your PPC ads and adjust accordingly. Conduct A/B testing to see which ad brings you closer to your objectives as well.

A reliable healthcare PPC agency can help you navigate the difficulties of targeted advertising. They can help optimize healthcare marketing campaign ROI and speak to the right people.

DAP Case Study: Orthogonal

Orthogonal is a software development company specializing in companion software for medical devices. Their main issue was securing more traffic and engagement to their website as well as ranking on the search engine.

Our solution was to conduct robust SEO and content marketing campaigns to drive more traffic and revenue to Orthogonal’s site. These efforts led to an increase in both traffic and engagement, resulting in Orthogonal’s keywords ranking on page one of Google.

Furthermore, this study saw a 43% increase in conversion rates, a 65% increase in page views and time spent on the site, and a 20% decrease in bounce rate.

Hire a Fractional CMO to Maximize Healthcare Marketing Campaign ROI

Working with a fractional CMO is beneficial to any industry, especially one as competitive as healthcare. An FCMO’s invaluable experience in marketing is exactly what you need to drive more customers your way and boost ROI. Plus, you can expect to pay experienced FCMOs less than their full-time counterparts. As hourly, contracted workers, you only pay for the services you need, bringing your healthcare company the advice it needs in the price range it can afford. 

You can find an entire network of talented FCMOs by reaching out to Digital Authority Partners. Our team has years of experience under their belt and is ready to help your business rise above the ranks.

Contact Digital Authority Partners today to learn more about this amazing opportunity!