Determining that a family member or loved one needs hospice care is one of the most difficult decisions we will ever make. It is not only extremely personal and difficult to talk about, but it also forces us to face our own mortality – something that our society does not emphasize. Breaking through this barrier is one of the many challenges that often present itself when marketing hospice.
It is common for individuals and families to feel intimidated to talk to their physicians or loved ones about hospice initially. Because of this, many family members or loved ones seeking information about hospice care are turning online to consider their options. They may not want to openly admit that they (or their loved one) needs hospice care, so searching online allows for them to gather this information privately. The need for hospice care is growing in the world and the hospice care providers who wish to provide these critically important services will need to invest in online marketing in order to ensure that they reach patients online.
SEO For Hospice Care
Search engine optimization (SEO) is the process of improving your website so search engines like Google can show your service in search results.
That lets your potential patients’ loved ones look up high-value keywords like “hospice care in [your city]” and find you right away.
Then, they can click on your website, learn more about hospice care, find out more about your company, and decide whether to contact you.
In that regard, SEO is the start of new relationships with your business. It’s essential that you present your hospice organization online in a respectable, professional, and dignified way.
After all, no one wants to entrust their loved ones to an organization that doesn’t look like it actually cares.
But the key advantage of SEO is that it makes your website more visible in search engines.
Without SEO, your hospice organization won’t have the chance to show up in those valuable search results.
Pay-per-click For Hospice Care
Pay-per-click advertising (PPC) is the process of purchasing ad space on search engines or social media platforms to reach potential clients who need your services.
Most PPC providers — like Google AdWords or Facebook — operate on a “bid” system similar to an auction.
In a nutshell, you choose the keywords or demographics that you want to target with your ad.
Then, you create the ad itself. On Google, you can only create text ads. But on social networks, you can typically use an image or video as well.
When that’s all ready, you set a daily or maximum budget for an ad. Your PPC provider won’t let you spend more than that amount of money on an ad campaign.
You also have to set a bid for every time someone qualifies to see your ad. The higher your bid, the more likely it is to display.
Social Media Marketing For Hospice Care
The use of social media such as Facebook and Twitter can be a powerful tool for hospices looking to share ideas, news, and build relationships online. Using social media effectively can also increase your online presence, helping your agency show up more frequently in search engines like Google or Yahoo.
Here are some tips on how you can use social media to engage caregivers, consumers, and the community:
- Begin by creating accounts with the most popular social media including Facebook and Twitter. Don’t be afraid to explore other types of social media including Instagram, Pinterest, and LinkedIn too.
- Do you have a website? If so, develop a blog to go along with it. Blogs are designed to provide news, commentary, and updates on the latest happenings in your organization and hospice industry. You will find that many people will subscribe to your blog and read it regularly.
- “Friend” or “follow” other local businesses from your community. “Like”, “share”, “re-tweet” and comment on their posts. This will help spread your brand to their friends and followers that may not be connected to your business just yet.
- Use your account to promote education about hospice care, events your agency may be hosting or attending and even spotlight your staff or agency achievements.
- Encourage your staff members to connect to the agency account by “friending”, “following”, “sharing”, “liking” and “tagging”. Just be sure to create an internal social media policy and educate your staff on acceptable use when posting on or about the agency account.