The healthcare marketing industry is changing by the minute as new tools and technologies
intended to provide a better patient experience are introduced in the market. Innovative
marketing strategies are to be adopted to ensure the position of your hospital at the top by
bringing the best results, and this is where the question of organic and paid marketing
What is organic marketing?
Organic marketing, as the name suggests, is intended to generate traffic to your brand
through organic means, that is, without using paid methods. Organic marketing works with
a long-term goal to build brand awareness through a variety of channels including, but not
limited to blog posts, social media posts, newsletters, and case studies. By using search
engine optimized content to increase the brand visibility, organic marketing enables you to
promote your brand and build a community of trusted customers over time. Through
attractive and engaging content used in organic marketing, you can maintain a good
relationship with the potential customers and can eventually convert them to paid
What are the most effective ways to build your brand organically?
When it comes to organic marketing, Search Engine Optimization (SEO) is your King. With
the help of SEO, your brand becomes organically visible in search queries related to your
services. Strategic content marketing, local listings, and positive reviews from your patients
are all highly effective in organically boosting your rank. The higher ranking will naturally get
more customers interested in the brand which leads to increased traffic. While social media
channels are more helpful in building a community, your official website is the best way to
attract potential customers and optimized website and content can go a long way in helping
the brand achieve this result.
Is organic marketing sustainable?
As mentioned earlier, organic marketing is a long-term project. You cannot expect
immediate traffic or leads through organic marketing as you are only relying on the content
to drive engagements. When you’re launching a new service, or need instant lead
generation, just SEO content may not be enough. Same goes for limited period services as
there won’t be enough time to bring in the desirable results. In these case, paid marketing is
the way to go. But when it comes to brand reputation, organic marketing can provide solid
results in time which will encourage prospective patients to trust the brand.
What is paid marketing?
Paid marketing, or inorganic marketing is a marketing strategy where your brand visibility is
boosted through paid ads and promotions. Unlike organic marketing that brings leads over
time, paid marketing can get you quicker results by using targeted ads to reach the ideal
audience who are more likely to convert. The targeted ads and social media promotions
used in paid marketing can be of immense help to achieve short-term goals when you are in
a time crunch and cannot afford to wait for organic methods to do the work. It should be
noted that paid marketing is particularly effective when running discounts and other time
What are the various channels of paid marketing?
Paid marketing targets your audience through a number of channels to convert them to
patients. These include:
- PPC (Pay-per-click) ads
- Advertisements and boosting on social media platforms
- Advertisements on print or digital ad spaces
- Boosting through third-party platforms, including influencer and content creator marketing
Is paid marketing sustainable?
While paid marketing is effective in bringing quicker results, it’s still recommended that the
long term strategy for your hospital to focus more on organic marketing. Even if budget
restraints aren’t a concern, building brand reputation through paid ads cannot maintain a
loyal customer base. Especially in a field like healthcare marketing which is more personal,
the patients need to be able to trust their service providers to give them the best treatment
and this cannot be achieved solely through paid ads. In fact, studies have shown that 96% of people distrust ads , so the best way for a
healthcare brand to move forward is to use paid marketing as an accessory that can reach a
wider audience to generate quicker leads while the key focus remains on organic marketing
to build trust and loyalty.
When it comes to marketing a hospital, the key is in the balance and the brands need to
focus on a strategy that can successfully combine both organic and inorganic methods to
bring in the optimal outcome. With an effective strategy of organic marketing to keep your
brand’s online and offline presence in the lives of the potential customer, you can build and
maintain your brand reputation slowly over time so that your customers will choose your
brand when they are in need of your service. Combined together with targeted paid ads,
your brand can maintain its top position with ease as a trusted healthcare brand with the
patients. But the community built through organic marketing by developing and maintaining
good relationships with your patients and the word-of-mouth traffic you get from them is
far more effective than depending on paid ads. In short, paid ads are to be used as a
supplement to boost your brand with organic marketing as the foundation.
Moksha Media is a highly reputed digital consultancy firm based in Hyderabad with a team
of dedicated experts who specialize in branding and marketing of hospitals to deliver the
best results. With insights gained from over two decades of experience in digital marketing
in healthcare in both India and overseas, we are highly flexible in adapting to the latest
marketing trends and make use of innovative tools and technologies in our service to
increase brand reputation and awareness of the hospitals which contribute to revenues far
exceeding the expectations.
Know more about Digital Marketing at Moksha Media
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