Medical Marketing

We were tasked with the (SEO) medical marketing for Macquarie Universities new $400million hospital, our objective was and is, to continuously improve the digital position of the entity in Sydney. The campaign has been successful and has well exceeded the objectives of the board of directors.

Competitors DA PA Rating External Links
muh.org.au 37 37 3.7 391
sydneyprivate.com.au 23 21 2.1 0
westmeadprivate.com.au 30 23 2.3 1
norwestprivatehospital.com.au 25 24 2.4 8
northshoreprivate.com.au 30 28 2.8 6
kareenaprivate.com.au 25 26 2.6 3
strathfieldprivate.com.au 24 22 2.2 0
Medical Marketing  Competitors Keywords Clicks Per Month 1st Page KWs Traffic Value (AUD)
muh.org.au 6046 5291 688 $11,046
sydneyprivate.com.au 525 1499 96 $3,418
westmeadprivate.com.au 2385 3448 331 $2,714
norwestprivatehospital.com.au 1177 2733 240 $3,180
northshoreprivate.com.au 2850 3377 591 $6,522
kareenaprivate.com.au 837 606 84 $335
strathfieldprivate.com.au 1137 1001 79 $523
You may have noticed the volume of keywords is somewhat similar, yet a large difference in traffic traffic value. Let’s use an illustration to explain, similar to minerals found in the ground, keywords have value based on usage. To further explain, 1kg of pure gold has much more value compared to 100kg of coal, just as the word ‘hospital’ or ‘doctor’ has much more value compared to the phrase ‘hospital chairs for sale’. You see, keywords/phrases varying in value based on their capacity and relevance to the target results of an industry. When you consider medical marketing, you need to take into consideration your objectives, especially in generating more patients.

So, what is better for getting patients? Ranking 3rd for the phrase ‘hospital’ or ranking 1st for ‘Hospital Jobs’. Avoid medical marketing companies that may deceive you into marketing phrases that are unlikely to be used by potential visitors. Take special note, the best place to start for marketing is ranking for your industry name, if you are not ranking 1st for the word ‘hospital’ in your area, best start there.

Medical Marketing Case Study

Business: MUH.org.au
This is an ongoing project spanning years,  our continuous growth year on year is evident and the strengthening of the positions for the hospital is what generates this result. We have increased the unique visitors by 10697 per month in this snap-shot through strong keyword rankings (+1000 phrases) creating a better strategic position in the Sydney medical space when observed through the internet. The phrases targeted includes all common fields of medician, treatments and specialised equipment such as gamma knife surgery.

Date range: 1 month – Comparing March 2017 to March 2018

Unique Visitors: March 2017 – 16818, March 2018 – 27515, 63.60% increase
Bounce Rate: March 2017 – 55.76%, March 2018 – 44.43%, 20.33% decrease
Page Views: March 2017 – 2.70, March 2018 – 3.37, 24.63% increase

Medical Marketing

 

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DA

Domain authority is a measure of the power of a domain name and is one of many search engine ranking factors. Domain authority is based on three factors: Age, Popularity, and Size.

PA

Page Authority (PA) is a score developed by Moz that predicts how well a specific page will rank on search engine result pages (SERP). Page Authority scores range from one to 100, with higher scores corresponding to a greater ability to rank.

Page Authority is based on data from our web index and takes into account dozens of factors. Like Domain Authority, it uses a machine learning model to identify the algorithm that best correlates with rankings across the thousands of SERPs that we predict against, then produces Page Authority scores using that specific calculation.

Traffic Cost

Organic traffic value is the equivalent monthly cost of traffic from all keywords that the target website/URL ranks for if paid via PPC instead of ranking organically.

We calculate it based on multiplying the monthly organic traffic of each keyword at the respective ranking position by the CPC value. Then, we add up the organic traffic cost of individual keywords that the target website/URL ranks for.

In essence, the number gives you a sense of how valuable a domain’s keyword profile is. Another way to think of it is how much money the target website/URL has saved in terms ranking for keywords organically, instead of buying paid traffic. This is important in assessing the value of medical marketing.

Organic Keyword

An organic keyword is a keyword used to attract free traffic through search engine optimization (SEO). Organic keywords contrast with pay-per-click (PPC) keywords, which are bid on through paid search marketing campaigns. This is the cornerstone of good medical marketing.

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