You can take the help of traditional marketing (radio, TV, billboard, etc.) to promote your IVF or fertility clinic. But not all viewers who are seeing your ads are your target audience. You need to reach out to your potential patients who actually need your service. Digital marketing can help you to achieve this goal, by leveraging different techniques like search engine optimization or SEO, social media, content marketing, and Pay-per-click or PPC ads to identify your target audience and reach out to them.
Digital Marketing Strategies for IVF or Fertility Clinics
Ready to grow and scale your fertility clinic or IVF business, here are 5 powerful digital marketing strategies for your fertility clinic.
- Website Design for IVF/Fertility Clinic: –
When leads find your business, they will visit your website to get more details about your business. You need a website that is simple, easy to navigate, and mobile-optimized. You want to give them a better experience on your site, so they will remain engaged for a longer period of time, and finally encourage them to contact you
Here are some tips for your IVF/fertility clinic website:
Build your Brand
Your website should be a virtual representation of your physical clinic. It will help your patients to get familiar with your brand before they visit your clinic physically. You can include a virtual tour video of your clinic to give them an idea about the different facilities of your clinic. When it comes time to convert, they will remember your brand and choose your brand over your competitor.
Responsive Design
Your patients can access your site using different devices like laptops, desktops, smartphones, etc. If your site is not supported for all types of devices, this makes a poor experience for your audience because they can’t read the information on your site. A responsive design ensures that your audience can access your website by using any type of device. It helps your audience have a more positive experience on your site.
Include Lead Capture Form
When someone visits your website, you don’t know who they are and what are they looking for. So, you want to connect with them and want to know more about them. You can get their details through a lead magnet. For example, you can offer 30 minutes of free counseling or give them an e-book and ask them to fill lead capture form.
Incorporate Visual Element
Visual elements play an important role in your website design. These elements make your site look more attractive and appealing, and build a better user experience for your audience. Elements can be photos, infographics, videos, etc. You can use a mix of these elements on your site.
Include Call to Action Button
You need to incorporate a call-to-action button in your website for the user to next action step. It can be an e-mail sign-up form, schedule an appointment, etc. For example, someone saw a post on your Facebook page about the egg donation program and wants to know more details about it, so you need to have a clear CTA and guide them about the next step, it could be filling out a form to get details about this program.
- Search Engine Optimisation or SEO for IVF/Fertility Clinic
Search engine optimization or SEO is the process of improving your website’s ranking in search results. It can help your fertility clinic to reach potential patients who are more interested in your service. In addition, potential patients will trust you more when they find your website organically instead of seeing an ad for your fertility clinic. However, you need to keep in mind SEO will take time to show desired results.
Here are a few tips on how to implement your SEO plan:
Keyword Research
First, you need to identify the right keywords for your SEO plan. You need to choose keywords that your potential patients are using for their queries. You need to do proper keyword research and find the keywords that work best for your campaign.
When you are doing keyword research, it is important to focus on long-tail keywords like “fertility clinic near me” or “fertility clinic in New Jersey”. Using these types of keywords will drive quality traffic, those who are more interested in your clinic, and they will become your clients in the future.
Incorporate Keywords into your Website
Once you have completed your keyword research, next you need to incorporate those keywords into your website. There are many places on your website you can include these keywords like titles, headings, and body text of your pages. One important thing is don’t overuse these keywords on your pages it will impact negatively your ranking.
Link Building
Link building plays an important role in your fertility clinic’s search engine ranking. There are two types of links Internal links and Backlinks.
Internal Links:
There are several factors that determine your site page ranking, one of them being when leads are coming
to your site and how much time they are spending on your site. If they are spending more time on your site your page will rank higher. Internal links help your leads to stay engaged on your page and learn more about your business. For example, if you have written a blog “what is the cost of IVF and what does it include?” when leads read this blog and they want to schedule a counseling call you can add an internal link to schedule an appointment.
Backlinks:
Backlinks are links from one website to a page on another website. It is important to incorporate backlinks from credible sites. You can incorporate backlinks through content creation, you can write an article, and include backlinks of an authority site. You can also build a relationship with authority sites and generate more backlinks. As you continue to generate backlinks, your site will rank higher in search engines.
Track your SEO Results
First, you need to identify what is your goal from your SEO campaign, it can be conversion rate, time on page, pages per visit, bounce rate, etc. Once you know your goal you need to keep a track of your SEO campaign performance, there are many SEO tools like Google Analytics, Google Console, etc. available in the market that will help you to measure your performance.
- Content Marketing for IVF/Fertility Clinic: –
Content marketing is the strategy of developing various forms of content like blog posts, videos, infographics, etc. to help educate and reach new patients. An effective content marketing strategy will be able to provide helpful information to your audience and drive traffic to your website and boost your fertility clinic revenue.
Define a Goal
The first step, you need to define the goal of your content marketing strategy. What do you want to accomplish through content marketing? Do you want to generate more leads, improve your website ranking, and book more appointments?
Identify your Target Audience
Next step, you need to identify your target audience. Because you don’t want to waste your effort or energy on people who are not looking for your service. Create a customer avatar that includes details like age, sex, demography, education, economic status, etc. Also, identify where they are spending most of their time, what information are they looking for, and what type of content they are getting engaged.
Create a Content Roadmap
Now you know your goal and audience, next work on your content creation roadmap. Create a content calendar, and include what types of content are for which channel, what will be the frequency, and what time will you post those contents.
Start Creating Content
You can create different types of content aligned with your business goal. You can write a blog and educate people about “how to read a sperm analysis report”, social media post about the “causes of male infertility”, and an e-book about “couple guide to dealing with infertility treatment”.
Measure your Content Performance
Last but not least you need to measure and monitor your content marketing performance. You can consider these metrics site traffic, on-site time, social shares of your content, percentage of conversion, etc for content marketing performance. By monitoring these metrics, you know what is working and what not working.
- Social Media Marketing for IVF/Fertility Clinic
Most of your potential patients spend most of their time on different social media platforms and looking for information. You can’t ignore social media marketing in your digital marketing strategy. It is a great opportunity for your clinic to reach and build relationships with your current and prospective patients.
Here are a few tips for your social media marketing campaign:
Define your Target Audience
First, you need to identify your target audience. If you don’t know who is your audience, all your efforts and energy will go in vain. You can create personas for your fertility clinic, for example, specific personas for married women or men, young couples, or couples married for more than 5 years. This will help focus on the types of people who will be interested in your clinic and customize your marketing campaign.
Choose the Right Social Media Platform
Once you know your target audience, you can choose the right social media platform to reach your audience. While you are working on identifying your target audience, you need to get more details about which platform they visit often and spend their time. Based on this information, you can categorize your audience and share relevant posts.
Post Varieties of Content
You need to create and publish different types of content to keep your audience interested and engaged on social media channels. You can create social media posts like updates about your clinic, launching a new service, opening a branch in another location for Facebook, an infographic about the “symptoms of infertility in women”, or create a video about polycystic ovarian syndrome (PCOS) and post in YouTube, post video testimonials of your patient in your site and social media platforms.
Publish Content Frequently
Your frequency of posts depends on the platform, for example, every 15 days you can post one video on YouTube, for your shorts or reels you can post every day, and publish one blog post every week. Whichever platform you select ensure you are posting consistently to get visibility and get people’s attention. By posting frequently, you will engage and build relationships with your audience.
Engage with your Audience
The best part of social media marketing is you can directly interact with your audience to connect and nurture relationships with them. You can create a poll or quiz and ask your audience to participate, and lucky winners will get a 30-minute free counseling call or you can post engaging content with a call to action. Also, take time to provide answers or reply to your audience’s comments.
- Pay Per Click or PPC Ads for IVF/Fertility Clinic –
PPC advertising for fertility clinics is one of the quickest ways to connect with potential patients who are actually looking for a healthcare provider. With advanced targeting options, PPC ads will help you to reach your target audience and generate quality leads.
Here are a few tips to keep in mind while creating an effective PPC ads campaign for your fertility clinic.
Keyword Search-
You need to do proper research and find out keywords your potential patients are actively searching online. For example, you can include keywords like In Vitro Fertilization (IVF), Intra-uterine Insemination (IUI), egg freezing, fertility clinic near me, the best fertility clinic in “City” etc.
Relevant Landing Page-
Ensure your landing page is relevant to those targeted keywords used in your ads, for example, if you are running a donor (embryo, egg, sperm, etc) ads campaign, and when someone clicks on your ads and comes to the landing page it includes all the details about the donor program like criteria, procedures, FAQ, etc.
Use Compelling Ads Copy-
What information you are including on your landing page will have an impact on your conversation rate. Ensure it is very specific to your campaign objectives if you are running ads for IVF treatment ensure patient testimonials, social proofs, case studies, etc on your landing page.
Track Your Result-
You need to keep a track of your result, and what keywords give more click-through rates and the highest conversation rate. Based on this information you can tweak your ads campaign to get more return on ad spend (ROAS).
Conclusion –
These are very powerful strategies that will help you to acquire more patients and scale your fertility clinic.
Ready to scale your fertility clinic business, get in touch with us. We are a full-service healthcare digital marketing agency providing support to IVF or fertility clinics, and helping them to grow in a competitive marketplace with our customized fertility clinic marketing strategies.