Healthcare and Medical Digital Marketing Tendencies in 2021

Data shows major shifts in user behavior, especially after March 2020 and the COVID-19 era started.

Today, a local private doctor practice can compete with well-established hospitals. Their healthcare marketing begins on different online channels and continues to their websites as a hub to collect user’s data, educate and share information. 

Online subscriptions like Amazon Prime, streaming, are up with +11.7% according to and it’s only going to increase with a projection of +15.2% for 2022.

When you analyze the current user’s behavior and the advantages of social media, mobile devices, and other technologies, we can understand the wild increase in the subscriptions model.

Subscriptions have been on the rise and it seems just to get better. 

HIPAA compliance is a huge part of marketing for healthcare and medical institutions. Facebook Ads and Google Ads are following HIPAA rules by regulating any kind of messaging related to health coming from a business ad.

Healthcare and medical marketers are finding more creative ways to persuade users and engage with new audiences without directly attacking their privacy.

Every business should have a story that motivates users to follow their brand online and take action at some point.

A dermatologist, for example, shouldn’t follow users online with headlines like “you can change your skin condition”.

Instead, a business like that could have a nice story about how their treatment is pain-free and how different patients enjoy life, there you have it.

Finding the right brand story for healthcare and medical businesses seems like the best way to start a conversation on social media channels.

Remarketing, CRM, and automation strategies are part of the tools used by many healthcare and medical marketers. You can always use all of these available tools as long as you respect the user’s privacy and keep following HIPAA rules.

Companies like Media Growth Gurus are helping Healthcare and Medical companies maximize their cost per acquisition by implementing Google Ads and other paid strategies.

Recap – Healthcare and medical digital marketing tendencies:

  • Subscription Business Models
  • Brand Business Story
  • Marketing HIPAA Safe

Recommended Health & Medical Marketing Companies:
PPC Agency:
Digital Marketing Services:
Video Content Production:
Web Design & Video Animation:
Digital Marketing Free Videos:

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Google Search Ads For eCommerce In 2021

Research shows that Google Ads accounts for as much as 20% of all eCommerce revenue.

In my experience with the eCommerce industry, it has been up to 70% on certain seasonal dates like Black Friday and Cyber Monday. 20% is more of an average for ordinary days.

Google Ads include a wide range of different types of ads. Display Banners, Call Ads, Video Ads, and Search Ads are among them.

Google Search Ads are a better selection to start your journey with this platform. Users who click on a search ad is because they were searching for something in particular.

If a user searching for “Movie Theater Near Me” then you already know his intentions, or at least you have a better idea than someone who clicked on a display banner.

Keyword Intent

One of the main benefits of doing keyword research before you launch a campaign is that you will understand users better and you can qualify the user’s intent based on the keywords or key terms they select.

Keyword intent is one of the main benefits of SEM or Search Engine Marketing. Without understanding the intent behind user’s searches, even the biggest PPC agencies will almost certainly fail.

However, by leveraging keyword intent marketers can attract more qualified prospects and increase conversion rates.

Search queries with transactional intent usually have the highest cost per click (CPC).

Think about it, a user that is searching for a “beautiful summer” does not necessarily have the same intentions as someone searching for “best sunglasses for summer”.

In our example, the user searching for “beautiful summer” could be searching for an image or just a reference of a sunrise.

While the term “best sunglasses for summer” is someone who may be interested in sunglasses.

Another good example of keyword intent is someone searching for “buy Nike shoes online”.

If the keyword is as specific as that, then the CPC is much higher and competitive.

To improve your search strategy make sure you to identify your keyword intent and create the right ad copy and landing page.

Don’t over complicate things, just give the user what they are searching for without too many steps.

Cost per click can make more sense when you know what is each sale worth for you or what is your cost per acquisition according to Media Growth Gurus, a South Florida PPC Agency.

To learn more about digital marketing techniques visit GuidedBizGrowth.

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bounce rate

What is a good bounce rate?

A good bounce rate for a B2B could be anything under 40% and for a B2C is an average of 2o%. However, anything under 80% is not necessarily a bad sign.

If your bounce rate is above 90% or below 20%, that often indicates a tracking or code installation error.

Usually, the bounce rate is lower on a B2C website because the user is expected to click on a product to buy it or learn more while in a B2B website it’s very common to be informative at first.

What is a bounce rate?

A bounce rate in this new digital marketing world of analytics is the percentage of visits that land on a page and leave without visiting a second page or interacting with the page they landed on.

According to Google Analytics, visitors who closed their browser, clicked the back button, typed a new URL, or visitors who just didn’t click in 30 minutes are consider bounce rate.

This does not mean that they did not look or read your content.

If a user lands on your blog post and reads the entire post, that content has achieved its goal.

There is a lot of speculation about bounce rate in the sense that some people think that a bounce rate means users who just did not see your page.

When in reality your campaign can be a success if the point was to share a blog post or some relevant information as part of your content strategy.

Here is a Google Analytics hack just for you.

Add a line of code to your Google Analytics tracking script, so you can automatically trigger an event when readers stay for a minimum amount of time. You decide what you think the appropriate time should be.

If you use the regular Google Analytics code add this line:
setTimeout(“_gaq.push([‘_trackEvent’, ’15_seconds’, ‘read’])”,15000);

If you are using the new Universal code add this line:
setTimeout(“ga(‘send’, ‘event’, ‘unbounce’, ’15_sec’)”, 15000);

Please leave me a comment if your analytics change this week after you make this adjustment.

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Should You Upgrade To Google Analytics 4?

Google’s newest installment of its Google Analytics platform was announced on October 14, 2020. 

The current version of Google dates back to November 2005, that’s 15 years without an update. 

It is about time they updated one of the most used analytics platforms in the world.

There have been major changes in consumer behavior and the digital world.

This new version will give businesses more insights to better understand customers across devices and platforms, and be ready for the future. 

Main changes

You will no longer have many properties per Google Analytics account, where each property used to represent either a website or a mobile device. 

Now, there is a Google Analytics 4 property that represents both a website and a mobile app. Also, Google Analytics 4 provides only one reporting view that contains data from one or more data streams.

A data stream is a data source. You can have a data stream for your website and a data stream for your mobile app all under the same GA4 property. 

Marketers can track a diverse range of user interactions to better understand how people engage with your business across your platforms. 

You can also measure clicks and pageviews on your website, installs and opens on your app, and user engagement and conversions on either platform.

The analysis tool is now available for everyone, while it was previously exclusive to GA360 users. 

You can even use a variety of techniques like path analysis, funnel analysis, and more.

So, if you are looking for a better understanding of your audience and better reporting, you should get your team on board to take advantage of all the new features.

If you want to learn more about Google Analytics 4 visit Google’s Skillshop.

To learn more about digital marketing techniques visit GuidedBizGrowth.

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