Healthcare MarketingWhy Health Clinics Should Embrace Digital Marketing

Marshall Thurlow Marshall Thurlow9 months ago12 min

Having worked in digital marketing myself for over a decade, I’ve developed a great understanding of the benefits available to business owners when marketing is done right. Infact, I’ve worked with chiropractors, healthcare clinics and a range of other allied health practitioners to help them out in the online space.

Health clinics, whether large hospitals or small practices, can greatly benefit from embracing digital marketing strategies.

This article explores why health clinics should invest in digital marketing and how specific tactics like SEO, Google Maps, patient-centric website design, and online booking systems can help them grow in the digital space.

The digital shift in healthcare

The healthcare landscape has evolved dramatically with the widespread adoption of digital technologies. Patients are now more empowered and informed than ever before, relying on the internet to research symptoms, find healthcare providers, and make informed decisions about their healthcare needs.

This digital shift necessitates a corresponding shift in how health clinics reach and engage with their target audience.

SEO for health clinics

Search Engine Optimization (SEO) is a fundamental component of any successful digital marketing strategy, and health clinics are no exception. Patients increasingly turn to search engines like Google to find healthcare providers, treatment options, and medical information.

Here are three reasons why SEO is crucial for health clinics.

Increased visibility

By optimising their online presence, health clinics can ensure they appear in the top search results when potential patients search for relevant healthcare services. This increased visibility translates into more website traffic and potential patients.

Credibility and trust

High search engine rankings are often associated with credibility and trustworthiness. Patients are more likely to choose a healthcare provider who appears at the top of search results.

Local SEO

Local SEO is particularly vital for health clinics, as patients often seek care from nearby providers. Optimising for local search ensures that clinics show up in Google’s Local Pack, Google Maps, and other location-based searches.

There are niche specific SEO providers in the market who provide these services to specific industries.

For example, Premier Practice provides chiropractic SEO services. The advantage of engaging with a specialist for a specific industry is that they bring deep knowledge and targeted expertise, enabling tailored strategies that resonate with the unique needs and nuances of that industry, ultimately driving more effective and efficient marketing campaigns.

Google Maps and local SEO

Google Maps plays a pivotal role in the digital presence of health clinics. When potential patients search for “health clinics near me” or similar queries, Google Maps listings often appear prominently.

Here are 3 reasons why health clinics should pay attention to Google Maps and local SEO.

Location-Based Marketing

Google Maps allows clinics to showcase their location, making it easier for patients to find them. This is especially important for attracting local patients who prefer nearby healthcare providers.

Reviews and Ratings

Google Maps prominently displays patient reviews and ratings. Positive reviews can significantly influence a patient’s decision to choose a clinic, while responding to negative reviews professionally can help maintain a positive reputation.


With the increasing use of smartphones, many patients use Google Maps on mobile devices to navigate to health clinics. Ensuring your clinic’s information is accurate and easily accessible on mobile devices is crucial.

Patient-centric website design

A patient-centric website design is essential for attracting and retaining patients. Here are some key elements to consider.

User-friendly navigation

The website should have intuitive navigation, making it easy for visitors to find information about services, providers, and contact details.

Mobile optimisation

A significant portion of website traffic comes from mobile devices. A responsive website design ensures a seamless experience for mobile users.

Educational content

Provide informative and engaging content that educates patients about various health topics, conditions, and treatment options. This establishes the clinic as an authority in healthcare.

Clear call-to-actions (CTAs)

Encourage visitors to take action by placing clear CTAs for appointment scheduling, contact forms, or requesting more information.

Trust-building elements

Include trust-building elements like patient testimonials, certifications, and awards to instil confidence in potential patients.

Online Booking Systems

Online booking systems have become a patient expectation in the digital age. Offering online appointment scheduling has several advantages for health clinics.

  • Patients appreciate the convenience of booking appointments online, eliminating the need for phone calls and reducing wait times.
  • Online booking systems can automate appointment scheduling, reducing the administrative burden on clinic staff.
  • These systems often include automated appointment reminders, reducing no-shows and optimising clinic scheduling.

Functional Medicine clinic Therapy Works is a great example of a health clinic embracing many of these digital tools.

  • They offer patients online bookings
  • Their site is well optimised for local search terms like ‘functional medicine clinic Sydney’ and ‘chiropractor Newport’.
  • They have a Google Maps profile with local, customer reviews.
  • Educational content is published regularly to their blog, discussing the benefits of their different treatment modalities.

You can check out their website here.

Industry stats

Here are some industry statistics from reputable sources that highlight the significance of digital marketing for health clinics:

  • According to a study by the Pew Research Center, 72% of internet users have looked online for health information within the past year, demonstrating the high demand for medical information on the web.
  • A survey conducted by Google and Compete found that 44% of patients who research hospitals on a mobile device end up scheduling an appointment.
  • A BrightLocal survey revealed that 93% of consumers read online reviews to determine the quality of a local business, including healthcare providers.
  • Research by PatientPop showed that 83% of patients prefer to book appointments online, highlighting the importance of implementing online booking systems.

In conclusion, embracing digital marketing is essential for health clinics to thrive in today’s digital age. SEO, Google Maps optimization, patient-centric website design, and online booking systems are key components of a successful digital marketing strategy for health clinics.

These tactics not only increase visibility and credibility but also enhance the patient experience and streamline clinic operations.

Hopefully you have found this discussion useful. While there are many different areas of marketing, for a health clinic, getting these basics right will ensure they thrive online.

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Marshall Thurlow

Marshall Thurlow

Marshall Thurlow is Director and Founder of Orion Marketing Pty Ltd. He is a digital marketer with expertise in SEO, website design, content marketing and project management. With over 15 years of experience spanning government, not-for-profit and the private sector, he is well equipped to lead teams to success.

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