IVF centres and fertility clinics have become a modern-day necessity for many couples looking to start a family. Today with patients being more digitally savvy and having access to extensive information online, IVF clinics need to up their digital marketing game. Not just that! With an increasing number of IVF clinics competing for patients's attention, it can be challenging to cut the competition and stand out.
For years, IVF clinics have relied on word-of-mouth and referrals to attract new patients. But as the market has become more competitive, they need to take a different approach. Digital marketing can help IVF clinics to reach patients more effectively, increase traffic and sales leads, build brand awareness and customer loyalty, and maximise revenue. It's one of the most effective ways to reach new patients and get them interested in your treatment options.
How can digital marketing help IVF clinics?
Although assisted pregnancy has gained increasing acceptance in recent years, it's still emotionally driven and has a certain amount of stigma attached to it. There might be resistance on the part of patients to share personal information or discuss their fertility-related issues openly. Such couples often search for their issues online.
IVF digital marketing can be the best way of reaching out to these patients or creating awareness about the available treatment options. It's also the best way of having personalised communications with these patients and gaining their trust. Moreover, it also helps target the right audience and nurture them throughout the funnel.
Winning digital marketing strategies for IVF clinics & fertility centres:
Now that we have understood the benefits of digital marketing for IVF clinics, let's take a look at some proven IVF marketing strategies that can help achieve great results!
- Use full-funnel marketing
Patients might need your fertility services at any point in their journey to parenthood. They may be considering these treatments for the first time or have undergone unsuccessful treatment cycles. There may be patients with very little prior knowledge of these treatment options and others who might be well versed with them and finding the best options. Your brand needs to reach all these patients regardless of where they are in their journey.
Full-funnel IVF marketing enables your brand to do this effectively. Roughly, there are four stages in full-funnel marketing: awareness, consideration, conversion, and loyalty. Considering these stages, your brand’s goals need to be to attract, inform, convert, and nurture patients.
- Up your social media game
A strong social media presence can act as social proof and help build brand credibility. It can impact patients' decision-making when interacting with your brand on various social media platforms. Moreover, you can share your thought leadership content on social media which can further strengthen your brand credibility.
You can include knowledge transfer sessions where your doctors can share information on the available treatment options, the latest advancements in the field, etc. Hence, it’s one of the best ways to increase brand awareness and recall and reach your target audience more effectively.
- Build thought leadership
IVF brands can leverage thought leadership to elevate their reputation and build credibility. Any type of material that captures the expertise and experience of a brand and its staff can be included in it. A thought leader is someone with a deep understanding of their field and its most recent updates.
Brands can publish professional insights from such thought leaders across all their social media channels. It can include information on various challenges faced by patients during their assisted pregnancies, the available treatment options, information on any financial assistance, and more.
- Have an SEO strategy in place
Most patients these days rely on the internet to get answers to their fertility-related questions or find the hospital or fertility clinics near them. In this scenario, having the best SEO methods in place can help your brand rank highly in search engine results, which further increases traffic to your services.
Employing SEO may significantly increase your brand’s internet presence in a market where there’s intense competition. To make your website relevant for search engine crawlers, you can optimise the content and keywords on your website. By doing this, you can keep your IVF website at the top of search engine results and in the eyes of potential patients.
- Focus on content marketing
Content plays an important role in convincing, guiding, supporting and informing your potential patients. But one important aspect to consider is that the industry is very localised and hence, requires hyper-localisation when it comes to content. Localised, regional, and vernacular communications can work best for this industry. Moreover, you can segregate your content into proper buckets and build on it further. Here are some important content buckets that you can use to enhance the content marketing of your IVF brand:
- Doctor’s expertise
- Treatment affordability
- Success rate
- Treatment and technology
- Patient’s feedback
- Accessibility and infrastructure
- Latest advancements in your field
Digital marketing can be a game changer for IVF centres and fertility clinics that are trying to expand their business. If you are one of them, it’s best to have a team of digital experts by your side who have an extensive market understanding and the latest technology and tools at their disposal. Amura Marketing Technologies can be your greatest ally to strengthen your IVF digital marketing efforts.
Amura is a leading IVF healthcare marketing agency that specialises in full-funnel growth marketing. With over 15 years of experience, MarTech expertise, agile processes, an on-time delivery record, and a team of 150+ digital experts, we can help your brand get the digital edge. So, are you ready to revamp your brand’s digital marketing approach? Get in touch with us today!