How Social Health Revives the Patient Journey?

How Social Health Revives the Patient Journey?

Access to online social connections has entirely changed the patient journey, and your brand strategy should evolve with it to effectively identify where your patients are.

A recent study surveyed about 2,371 patients across a diverse representation of health situations to better understand social health – the digital simply means by which health consumers engage about their health – impacts patient experiences.

About 95% of patients surveyed utilize online social resources for health reasons. Wonder, how can these resources be leveraged as mutually advantageous for both patients and pharma?

What is social health?

When we think of social health, we often think of social media; however, healthcare is more prominent than social media. Social health in the community, connection, and socialization of patients across the entire social sphere, including groups, messaging, communities, audio, and video.

In today’s hyper-connected digital world, patients seamlessly change from patient communities to social media platforms to peer-to-peer communications to engage healthcare professionals in digital content and conversation. All healthcare SEO is social – and that change is permanent.

Patient education. 

Patients today depend on social interactions to identify, connect, validate, and share. Social media has easily improved patients’ access to health care data and other educational resources. In the USA, 8 out of 10 Internet users seek health information online, and nearly 74% of these people use social media.

Healthcare patients can participate in online communities via social media and research, receive financial or moral support, set goals, and monitor personal progress. 

Patients trust other patients.

Patients often connect with other patients who have experienced a similar disease to understand its symptoms, treatment options, and how they overcome it and live a healthy life now.

When patients talk to these people, they can feel relaxed and get the information they require to act accordingly.

It’s more of a social journey.

In the early stages of checkups, patients often start as consumers of information and, after some time, evolve to become sharers. The techniques for consumption and sharing also evolve and are not mirror images of one another.

Recent studies show this with nearly 93% of patient influencers – compared to only 64% of non-influencers – sharing some essential health data they get with others.

Patient communities.

Patients are additionally utilizing social media to connect with other patients who got affected by similar kinds of diseases. Some social networking sites provide a venue for patients to access information, suggestions, and support from other patients who have experienced the same disease or condition. Moreover, Facebook groups often focus on specific medical conditions. These groups actively engage in end-to-end support and fund-raising efforts for affiliated groups and individuals.

A study showed 58% of analyzed comments within the Facebook pages of its communities show expressions of social support for others, proven through data-sharing, expressions of empathy, and encouragement to others. In fact, one participant commented, there are many days when these posts remind him that he is not the only one dealing with these same issues.

Patient influencers.

Given the superior level of trust that patients place in patient influencers, it’s no surprise that these patient leaders additionally drive patient behavior.

Moreover, patient respondents shared that when someone they considered to be significant shares information about a particular medication, 9 in 10 will ask their doctor about that information. Beyond that, 9 in 10 will further continue sharing it with others they believe to be interested.

Patient influencers within and outside patient communities inspire their communities to take meaningful action.


Social media is considered a new revolution in healthcare. It has completely transformed the way patients seek and share health information. Social media allows for any time anywhere access to and dissemination of information around the globe.

Just imagine a future in which patients tap their phones and understand where they are in their social healthcare journey. That vision of connecting patients to care and sharing data when and where they choose—is what digital healthcare is all about. When social healthcare systems focus on decreasing costs and increasing patient satisfaction, everyone will win.

However, this healthcare digital transformation doesn’t simply happen at night. Even though healthcare systems are forecasting their revenues rebound from COVID-19 restrictions, emergency department volumes remain around 75% of their pre-pandemic cap. It turns out that not all patients want to return to the complexities and inconveniences of healthcare digital marketing.

For better digital healthcare solutions, get in touch with experts at EMed HealthTech today!


All You Need To Know About Healthcare Digital Marketing Services


The wide adoption of eCommerce platforms has opened many avenues for conducting cost-effective targeted outreach to potential clients. And that is why more and more businesses are now moving towards online mode and doing digital marketing activities to leverage it.

The Healthcare sector is no exception to that. Because, having an online presence of your business not only ensures more visibility on SERPs, but it also means higher engagement with your patients regularly. You also have a very good chance of promoting your products, in case you have a pharmacy store, or your practices and services in case you have a clinic. Essentially, you can improve your revenue stream easily by going online. Want to know how?

Digital healthcare is such a lucrative field that, In 2021, healthcare digital ad spending is set to overtake that of TV ads, and it will be 46% of total healthcare ad spending.

We know that attracting new customers is a major challenge in every business, but it is even more challenging in the healthcare industry as people prefer to consult the doctor they know beforehand. So, attracting new patients to your clinic is a demanding task. However, if you do proper marketing of your healthcare website, it can prove to be a rewarding task and can carry many benefits.

Now the question that arises is how to do proper marketing of your healthcare website?

Do you know more than 75% of users do not scroll past the first page of Google search? This makes it essential to rank your website on the first page of various search engine providers. For this, you need to make sure your potential clients can find your products or services when they search for healthcare-related products or platforms.


Types of Healthcare Digital Marketing:

Digital marketing of healthcare platforms can be of many times. And it is necessary to choose the method that works for you. For that, you need to have a clear understanding of your patients or buyers and design your marketing campaign accordingly.


Search Engine Optimization (SEO):

Search Engine Optimization is integral to any type of digital marketing as it helps brands attain organic growth. Ranking the right keywords ensures higher visibility and brand recognition. It also helps in outranking your competitors. In simpler words, this means that healthcare platforms can increase traffic to their website by properly targeting their keyword.

To ensure your patients can find you when they search on the web, the most fundamental step of any SEO activity is to do keyword research and to optimize websites for your patients’ queries.

Let’s take an example to understand it better. If you are a dentist, you can optimize your website for dentist-related keywords like “dental services” or “root canal operations” etc., and rank your page higher on the SERPs so whenever your prospective clients search for those terms, your website will be shown to them easily.

Healthcare SEO can be of many types. Let us briefly go through all of them.

  • On-Page SEO:

Website SEO Onsite Optimization: It deals with Title tags, Metadata, H1 tags, and Image tags of your products that you list on the website.

Content Optimization: It deals with creating or optimizing keyword-rich content for website landing pages.

  • Off-Page SEO:

Website Offsite Optimization: This method requires link building to targeted landing pages. This activity is used when you want to build a strong presence and want to target a particular audience.

Optimize Sitemap and robots.txt Files: This practice requires informing search engines on how to interact when indexing your website. This basically tells search engines to categorize your websites properly, so that if you are providing dental services it does not show your website to patients looking for eye surgeries.

  • Technical SEO:

Content indexing: Content indexing allows search engines to read and classify contents of your site easily which in turn makes it accessible to site crawlers. For example, if you are selling medicines, or educating your readers about an online pharmacy, proper content indexing will mark your site as such and pass on that classification to the site crawlers.

Optimize Website URL Structure: A clean and optimized URL is important for a successful SEO Campaign. Your URL should be such that visitors to your site can instantly know what you are offering.

  • Local SEO:

This is a type of SEO strategy that enables businesses having a physical location to fine-tune their search result to increase their visibility in a particular geographic area.

Through Local SEO, you can optimize your business locations for Google places and maps and be found locally with the most up-to-date information about your business.

Let’s say you want to target people living in close vicinity to your clinic and who are looking for eye surgery. To achieve this, you can utilize local SEO techniques and capture such local patients to increase footfall in your clinic.


Healthcare Email Marketing:

Effective email marketing is key to distributing your content and creating a sense of urgency for your prospective clients. You can directly reach out to your regular and prospective patients via email and make them aware of the services offered by your clinic.


Healthcare Social Media Marketing:

Social media marketing involves a consistent presence on sites like Facebook, Instagram, Linked In, Twitter, YouTube, and Quora. It is a great platform for online review & reputation management. However, social media marketing means more than just sharing posts on social media, as around 90% of adults have used social media to seek and share healthcare information. Healthcare providers can share healthcare tips on various social media channels to educate patients and boost engagement.

For effective social media marketing, coordinated efforts are required to keep users interested and engaged. Social media analytics is also cardinal to analyzing the performance of posts and user engagement. Basically, It tells you whether your patients are interacting with your posts or not.


Healthcare Pay-Per-Click (PPC) Marketing:

PPC advertising is a crucial strategy to reach your specific demographics and rank for selected keywords. This is a paid strategy that includes Google Ads, Search Ads, Display Ads, Shopping Ads, Remarketing, YouTube/Video Ads, Landing Page Optimization & Advisory, In-App Advertising (App Store & Play Store Ads), etc.

The topmost results on search engines are reserved for PPC ads. This is especially important when you take into consideration that 89% of consumers use an online search engine to look for a solution to their healthcare queries.

For example, let’s say you want to target patients searching for the “Best dentist near me” term. You can optimize your website for that particular keyword and then pay fees to Google every time a visitor clicks on your website link.


Healthcare Video Marketing:

According to a report from Wordstream, one-third of online activity is spent watching videos. So, video marketing gives you a good chance to share your views and promote products to your clients via interactive visuals.


Healthcare Print Ads:

How do you get the word out and reach people who are not active on the internet? You can either distribute leaflets or even publish your ads in print media such as the local newspapers and magazines.


Healthcare Radio or Podcast Ads:

Radio or Podcast ads are a great platform to do influencer marketing. You can introduce your products or services and hire an influencer to advertise them. As it is said that people like people, so it is a great way to let people know of your services.

We have so far seen the types of digital marketing now; let us look at the benefits of healthcare digital marketing:


Benefits of Healthcare Digital Marketing:

Digital marketing gives you a competitive edge over your rivals.

  1. Increases traffic to your website.
  2. Opens up new opportunities to engage with your existing and potential clients.
  3. Allows you to target the right audience based on their location and medical needs.
  4. Enables you to popularize your brand and maximize Return on Investment (ROI).
  5. Improves frequency and quality of inbound leads
  6. Ensures better outreach

Now that we know the benefits of doing digital marketing for healthcare platforms let us see how to do it effectively.


Actionable tips to increase visitors to your healthcare website:

An accessible website coupled with regular SEO activity helps you to rank higher on SERPs. Active social media interactions with your target audience allow you to market your healthcare services to a larger audience easily.

  1. Precision-target your purpose
  2. Actively share on social media
  3. Regularly share company-related updates
  4. Interact with your audience
  5. Do Rigorous Competitor Analysis 


How to measure the success of your healthcare marketing campaign?

  1. Define KPIs
  2. Track the performance of selected KPIs
  3. Periodically review the performance of your keywords
  4. Do a frequent site audit
  5. Use Social media analytics


Ready To Grow Patients Through Healthcare Digital Marketing?

EMed HealthTech’s result-oriented digital marketing services for healthcare are the best way to increase your healthcare revenue. Our expert team provides data-driven marketing strategies to healthcare organizations/providers that increase patient volume & engagement in a cost-effective manner. Our experienced healthcare digital marketing experts help to promote brands through successful online advertising campaigns and SEO. Do you want to increase the revenue of your healthcare organization? Contact us to know more.