How a blog post helped an e-healthcare Startup to gain organic Traffic in 3 weeks: SEO Content Case…

Background: Right after the unnerving 2nd wave of Covid in 2021, many healthcare sectors, especially new ventures were facing a decrease in their revenues due to the chaos created in the medical market. Panic and fear encircled the common people which took a toll on the healthcare business. One such newly found healthcare tech startup approached our content agency to gain engagement on its site. The aim was to drive traffic to their website which was handled by our team of SEO content writers, and I wrote a bunch of blog posts for them.

In this case study we will look at one blog post I created as a basic awareness agenda that hiked their site’s traffic in just 3 weeks. The blog was featured on their web page which acted as an important educative material and helped the site get many backlinks. Let us slowly dive into the details of the client’s problems and how the solutions came by — — — — –

Client portrait: In the fourth quarter of 2021, a start-up named XYZ approached our content agency with a serious problem. Then, a year-old XYZ company was an e-healthcare venture spreading in a two-tier city in India. They wanted to get most of the clinics in the city to be registered under them, especially the ones that have no online presence or are struggling to scale their business due to a lack of digital knowledge. XYZ was willing to build an umbrella platform where the patients can navigate through a list of clinics they want to know about and book appointments. The clinics will have an online web page or site built under their domain to make them visible for business.

Their Vision: XYZ company came up with the idea of integrating a wide number of clinics under them to create their digital presence and to scale their businesses. Amidst the pandemic, the surge in online search for medical centres and clinics were so high that the company was approached by potential healthcare providers and clinics to help them increase patient flow.

XYZ realized that most clinics do not have websites but they were expecting a patient inflow within the city through newspaper ads, circulating posters around localities or, distributing pamphlets. This made them think of a solution to bridge the gap between the target audience i.e. the patients and the clinics. Their vision was to form a platform that would provide domains, make every clinic register under them and make them aware of the importance of digital marketing in the pandemic era to generate revenues.

Problems, pain points: After the launch of the digital platform XYZ ran offline and online ads, and campaigns throughout the city to reach their target audience i.e. the clinics across the city. However, the major problem was they couldn’t come up with a clear strategy to make their endeavour comprehensible. From adverts to building a great website they failed in hooking their TA/ client base. XYZ company approached our content agency on their 11th month of the venture to increase organic traffic to their websites through blog posts and SEO content. Their concern was to increase the comprehensibility of their vision and strategy.

Their goals: To increase the site traffic and make their vision comprehensible.

Expectation: 2 months to increase organic traffic.

Our approach: To help XYZ achieve their goal, we decided to run SEO content on its blog site and generate a high volume of backlinks. We intended to promote the website and craft blog content (5–6 articles) to make XYZ’s landing page comprehensible to the target audience. I wrote one such SEO content that would inform at the same time increase the trust and value of XYZ company.

Topic research: As a content writer I aimed to write a blog piece that created engagement with the audience, which in this case were clinics and medical centres of a two-tier city. To create a convincing post I looked online at how much of an understanding the clinics of that city had about digital marketing. Since our client XYZ already stated the major problem for any person willing to extract some information on the internet about the medical facilities of their city would end up with little or no concrete idea due to the digital absence. My attempt to find useful information went in vain and that’s how the idea to create awareness and write benefit-driven content came up to my mind.

Constructing the blog post

Keyword research: To utilize the power of SEO content, I had to sit for keyword research. The keywords required were digital marketing, increase, patient flow, clinics, healthcare, etc. I ran a thorough search on some of these words on Google Trends to find out the most trending word. Fortunately, ‘digital marketing’ was a very trending word in India from Q2 to Q4 in 2021. The word or the phrase ‘digital marketing strategy’ had a generous search volume of over 3,400 in the targeted city at that time. Apart from that the words clinic, healthcare had a comparative trend at the time of the pandemic in almost all of the cities in India. However, we can see the term clinic has a lower search trend than healthcare. So, I decided to use the term healthcare in my content to optimize SEO search for the readers. But I used the term clinic in my title for the content as it addressed XYZ’s target audience.

Creating a hook: Realizing the importance to create awareness around the concept of using digital marketing tactics to increase patient flow in clinics in the pandemic era made me write direct hook lines. My blog article started with two questions-

“Wondering how to increase the flow of patients to your clinic? How to maintain consistency and build trust to make the patients revisit your clinic?”

This addresses the fear and pain of the target audience and speaks to solve them as I also wrote:

“We have a solution that is effective and relevant.”

The words, ‘effective’ and ‘relevant’ are ‘power words’ that prove the content to be informative and actionable for the clients in acquiring patients and scaling the healthcare business. A sense of trust is also built as the content progresses with lines like-

“ Here is why digital marketing will be your friend to kickstart your journey. Healthcare marketing should maximize internet usage to provide relevant information from facilities available to free checkups and other important updates on their sites.”

Headline traffic: Crafting the comparatively catchy headline is a key factor for any piece of content that we put out for our audience. For SEO writers, analysing the keywords and framing a headline that is human interactive go hand in hand. For my blog article to be posted by XYZ company site the headline that managed to fetch organic traffic was :

‘“5 Effective Ways of Using Digital Marketing to Increase Patient Flow in Clinics”

With a monthly search volume for the keyword digital marketing for clinics of nearly 2,500 and less competition around the topic overall, the headline generated a 2.50% ctr in 2 weeks and it was raised to 3% in the next 7 days after the blog was posted. Let us look at the two important metrics that worked behind the headline.

• Word count: 13 ( 12 is the ideal SEO headline word count for a good ctr.)
• Character Count: 70–79 ( A range of 50–70 is considered to increase ctr.)

Increased CTR for the headline:

• The headline is skimmable that leaves room for engagement for the readers.
• Maintains a sense of curiosity and doesn’t give away too much about the content.
• Uses ‘power words’ like effective and increase.
• Usage of the constructive number 5 to generate validation among the readers.

We will take a look at the original content piece below and discuss the metrics and features that brought success to the required action of generating backlinks and creating increased traffic.

Identifying the competitor’s market: Most websites that focused on healthcare and marketing tips at that time had a backlink range between 30–70 and organic traffic of 350+ per post on their blog sites. We had to make sure that these numbers were achieved to make the articles successful.

The blog post

5 Effective Ways of Using Digital Marketing to Increase Patient Flow in Clinics

Wondering how to increase the flow of patients to your clinic? How to maintain consistency and build trust to make the patients revisit your clinic? We have a solution that is effective and relevant. Most patients are willing to visit a healthcare facility that has compact deals, skilled doctors, modern equipment, facilities and economic health benefits. But even after having all these, you cannot keep up with your competitors and no one is visiting your clinic. Here is why digital marketing will be your friend to kickstart your journey.

Healthcare marketing should maximize internet usage to provide relevant information from facilities available to free checkups and other important updates on their sites. Likewise, you have to follow efficient digital marketing strategies to make your clinic stand out online. In today’s world, especially after the pandemic, everyone checks everything online. So, if you want your clinic to get noticed by clients, you have to start building a site or a domain name that people are looking up online.

Don’t worry, if you are a small healthcare venture with no websites, we can help you build one or you can start by registering under our domain at a minimal cost, read till the end to learn more. First and foremost, with the help of healthcare digital marketing, you can provide the necessary information to your targeted audience with a click. However, in growing your healthcare marketing strategy you have to keep an eye on your competition.

Here are 5 best ways to increase patient flow to clinics through digital marketing :
Connect with your target customers:
Identify your target customers and catch their attention through your website. Create the right content for them. Run ad campaigns on digital platforms including emails, and social media sites. Announce attractive offers to target customers online to lure patients.
Nowadays, customers expect not only good medical treatment but also good service through a digital platform. Use your website to announce your medical benefits and assurances to increase patient flow to your clinic.
SWOT Analysis:
SWOT stands for Strength, Weakness, Opportunity and Threat which is essential for every marketing sector. Every healthcare marketing agency promotes SWOT analysis to increase patient inflow. The analysis will tell your strong and weak areas. Additionally, your business is evaluated based on your internal and external work environment.
As previously said, you have to watch out for business threats outside your work environment. Focus on the competition to launch a comparative analysis that will help in increasing customers and patients. SWOT analysis is the best way to promote healthcare marketing online and offline.
Effective Budget planning:
Thirdly, capital planning is extremely important. Your ROI (return on investment) depends on your marketing strategy to engage more patients. To do that, you need a solid investment plan to boost your profitability. Invest the capital in advertising, build strong public relations, and help your brand to develop. This will ensure a good return on your money and increase the patient inflow.
Evaluate and launch new marketing plans according to the demands of your target audience. This will certainly help you achieve more profit than usually expected. Plan your budget based on your predicted goals and outcomes.
Customer review services:
Contrary to popular belief, customer reviews help to increase patient inflow a lot. A good review service attracts more audience engagement. Utilise the digital platform for promoting customer review systems. This is an important tool for healthcare marketing strategy. Patients tend to visit healthcare facilities with more reviews and comments posted on the website.
SMART goals:
SMART is the abbreviation for Specific, Measurable, Attainable, Relevant, and Timely Goals. Set your business goals accordingly to promote a sound marketing strategy. Lastly, you can boost 20% of patient inflow by SMART goals. SMART includes all your marketing strategies and plans.
Conclusion: To conclude, you have to optimise digital marketing strategies everywhere including the healthcare sector. Furthermore, with the modern scenario of the technical approach to every industry, even the healthcare sector should include digital marketing to calculate and strategise the ever-increasing influx of patients in the post-pandemic phase.

Still, thinking about how to get patients online? Join our community of top clinics and get access to patients seeking medical help. Register for free! Offer valid for 24 hours only. Minimize the cost and maximise your business. Swipe to register now!

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Let us now look into the performative factors of the content after being posted on XYZ’s site:

Keyword analysis: The performance generated by the keywords ‘increase in patient flow’, ‘digital marketing’ ‘healthcare’, and ‘marketing strategy’ had a great monthly search volume with less keyword difficulty KD). With the SEO content put on the blog, the organic traffic was pulled up to 300+ visitors in 3 weeks. Previously, there was about a traffic of 100–120 per article posted. The keyword matches made the content appear under 100 searches for the month. We can see how the keyword search volume and KD numbers work in a tentative numerical representation below.

Backlinks: Since the content was not under heavy competition, the backlinks required were not too high to achieve the desired traffic on XYZ’s site. The content produced by our team generated around 40 backlinks, 15 referring domains and a domain authority (DA) score of around 80, XYZ’s site received massive traffic for the landing page. The increase was noticed over a month. A comparative chart shows the before and after metrics.

Domain Authority (DA) is an important metric to check how strong and authoritative the website seems on the SEO scale. The strength of DA depends on the quality and quantity of its backlinks.

Call to action and conversion rates: The cta used at the bottom of the content acted as a boost that comes up with the solution for all clinics to gain an online presence. XYZ was providing a free offer to get registered in their community with a sense of urgency attached to it. Since SEO aims to draw traffic to the landing page and create overall awareness and trust for XYZ company and a direct sale was not involved, the conversion rate achieved was successful. The registrations generated leads and traffic to the landing pages, we saw a conversion rate rise of 4%. This proved that the primary concern XYZ had about the ambiguity and less comprehensibility of their vision was removed, as the TA had fetched such a healthy conversion rate.

Success story: By analyzing the competition in the market and having met the standards–

• Increased organic traffic in 3 weeks
• Increased the backlinks
• Increased Domain Authority
• Increased landing page traffic
• Increased ctr by 2.5%
• Increased conversion rates by 4%.

Promoting the post: After the article was published on XYZ’s blog site, we circulated the post on platforms like Twitter, Instagram etc. and to relevant healthcare websites and blog sites for backlinks. We also incorporated internal links to other relevant pages on the XYZ website to increase the overall site traffic. To optimize the post for SEO, I included the targeted keywords in the title, meta description, subheadings and throughout the body of the article for maximum reach during promotions.

Results

• XYZ website’s organic traffic increased by 40% compared to the previous month, and the bounce rate decreased by 20% within 3 weeks of publishing the blog article.
• Their main objective to make the local clinics understand the benefits of digital marketing was a success, with a considerable increase in response through registrations and query forms.
• The site received a good SERP ranking due to the efficient use of specific keywords that generated organic traffic and converted positive leads to potential clients for them.
• The post received over 2,000 views and appeared as shares via multiple social media platforms.
• The post fetched several backlinks from reputable healthcare websites and blogs, which further boosted XYZ’s digital presence.
• The content, generated engagement from XYZ’s target audience as a considerable number of local clinics reached out to them to register under their platform and receive domains.
• The content generated engagement among the TA as a sudden increase in exploring other linked pages on the site was also noticed.

Conclusion: The case study demonstrates and serves as a testament to the power of SEO optimization in driving organic traffic to a website. For running successful campaigns and posts, understanding the client profile and the target audience’s pain points are essential to address them through informative and engaging content.

To sum up, SEO is a powerful mechanism to improve brand awareness for startups and small businesses in the healthcare industry. Thus, I have shown through this particular case study the importance to invest in SEO content as a means to generate backlinks and organic traffic for less engaging websites.

What’s your thought on the impact of SEO? Feel free to give insightful feedback for my case study!