Digital Marketing and SEO Tips for Urgent Care Services

by | Jun 27, 2018 | Service Line Growth

With more consumers turning to urgent care as an alternative to the ER—and sometimes even primary care—here’s some digital marketing and SEO tips for finding, engaging and converting new and existing patients to your urgent care services.

As the health­care indus­try con­tin­ues to change and respond to dras­tic shifts in mar­ket demands, urgent care is emerg­ing as a health­care option of choice for peo­ple who want a more con­ve­nient, acces­si­ble and afford­able alter­na­tive to the tra­di­tion­al deliv­ery sys­tem. Align­ing dig­i­tal mar­ket­ing and SEO to your desired growth goals with these tips estab­lish­es a way to lever­age your results and appeal patients to urgent care ser­vices and providers.

The rise in demand for urgent care may be fueled in part by the increas­ing num­ber of peo­ple with high-deductible health insur­ance plans. A stag­ger­ing 43.7% of pri­vate­ly insured Amer­i­cans under age 65 car­ry high-deductible health insur­ance, accord­ing to a May 2018 CDC report based on a 2017 Nation­al Cen­ter for Health Sta­tis­tics sur­vey. That’s up by 4.3 per­cent­age points from the pre­vi­ous year’s sur­vey and 18.4 per­cent­age points from 2010, mak­ing this seg­ment of the pop­u­la­tion increas­ing­ly impor­tant to reach.

As an urgent care provider or hos­pi­tal sys­tem seek­ing to grow this ser­vice line, here are proven urgent care mar­ket­ing cam­paign strate­gies that mod­ern mar­keters are deploy­ing to grow patient volumes.

Modern Urgent Care Marketing Is Data-Driven

Ide­al­ly, any mar­ket­ing cam­paign starts with iden­ti­fy­ing the per­fect prospects. Rather than send­ing your facility’s mes­sage out en masse to a geo­graph­i­cal area and see­ing what sticks, you can use demo­graph­ics like age, gen­der, income, self-report­ed con­di­tions, pur­chase behav­ior (e.g., OTC med­ica­tions), and oth­er vari­ables to tai­lor your mar­ket­ing for prospects who are most like­ly to need urgent care services.

You want your urgent care cam­paign to reach the right audi­ence with the right mes­sage, through the right chan­nel, at the right time. By lever­ag­ing demo­graph­ic data along with self-report­ed health con­di­tions, com­mer­cial pay­er propen­si­ty and oth­er rel­e­vant data sets, mod­ern mar­keters have the tools to iden­ti­fy the best prospects down to the indi­vid­ual mail­box. This can be espe­cial­ly help­ful when it comes to prospects who have no pri­or rela­tion­ship with your organization.

Modern Urgent Care Marketing Is Highly Integrated

For urgent care providers with mul­ti­ple loca­tions, mar­ket lead­ers devel­op inte­grat­ed cam­paigns that pro­mote impor­tant ser­vice lines, such as school and sports phys­i­cals, year­ly phys­i­cals, flu shots, well­ness care and fam­i­ly care. By incor­po­rat­ing mul­ti­ple com­mu­ni­ca­tion channels—print, dig­i­tal and social—an urgent care mar­ket­ing cam­paign can reach a wider audi­ence with mes­sag­ing around access, con­ve­nience, cost and cre­at­ing a seam­less path to conversion.

To acquire new patients, online and offline tac­tics can be deployed. This typ­i­cal­ly encom­pass­es tar­get­ing via dig­i­tal adver­tis­ing and direct mail that dri­ves users to land­ing pages where prospects can down­load a guide, com­plete an assess­ment or sched­ule an appoint­ment depend­ing on where they are in the deci­sion cycle.

Modern Urgent Care Marketing Is Measurable

Mod­ern mar­keters must be able to show a return for every dol­lar spent on mar­ket­ing. Depend­ing on your goals, cam­paign report­ing can include lead­ing indi­ca­tors like form con­ver­sions and patient guide down­loads through to down­stream rev­enue as tan­gi­ble proof that your cam­paign was worth the investment.

We Can Help

True North Cus­tom part­ners with urgent care providers to iden­ti­fy and con­vert their ide­al patients and prospects. Our team of strat­e­gy and cre­ative experts is involved at every stage, from idea gen­er­a­tion and con­tent devel­op­ment to dis­tri­b­u­tion, mea­sure­ment and optimization.

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