Whether your goal is expanding your health and wellness organization from 5 to 50 or 10 to 100 locations, you need the right digital platform to take you there. That’s because you’ll need to consistently streamline operations, enhance patient experiences, and drive measurable growth across multiple locations.
You can’t afford to have a platform that’s only designed and developed to suit where you are now. It needs to be ready to support where your business is headed.
But maintaining a cohesive digital presence across every location is a multi-faceted undertaking. Each website should strike a balance between preserving brand consistency and supporting customization at the local level.
The Value of a Scalable Digital Marketing Platform for Health Organizations
A truly scalable marketing platform acts as a digital ecosystem that can adapt to serve your organization, its individual practices, and their patients. As you add new locations, your scalable framework offers a consistent brand identity and user experience in each market.
Plus, if you’re acquiring or merging locations, the right digital platform means you have the flexibility to allow each location to maintain elements of their legacy branding and language This helps patients or clients remain connected to your established locations, rather than forcing them to adapt to an anonymous, big-box chain.
Securing a scalable platform for your marketing offers several other key benefits:
- Cost-effectiveness: Avoid the expense of website rebuilds with each expansion.
- Increased efficiency: Quickly launch new pages without starting from scratch.
- Brand consistency: Maintain a uniform look and feel across all locations.
- Flexibility: Support for customization to accommodate specific local needs.
Streamline Operations with Centralized Website Management
A centralized website platform is designed to grow with your business and reduce the resources required to support your marketing initiatives.
Further saving time and expense, a scalable digital marketing platform also provides centralized website hosting and management. As you acquire new practices or locations, some may use a different hosting provider that’s managed by someone on staff.
Often, you and your team end up burdening someone like a chief surgeon with complex questions about website domains or hosting. An easily replicable, centralized CMS enables you to have all this information in one place so you don’t have to chase down whoever has the details you need.
Plus, as you make updates or create new pages going forward, your team can easily launch the features you need without navigating a cumbersome workflow.
Enhance Search Strategies for Multi-Location Success
As your health organization expands, so does the complexity of your SEO efforts. A robust SEO strategy for multi-location businesses requires a delicate balance between overarching brand visibility and location-specific performance.
When you work with GLIDE Health, we use a location page content checklist to ensure your website pages remain optimized for local search. This involves incorporating several key tactics, including:
- Meta tags: Include city and state information in page titles and meta descriptions, along with details about your main services or products.
- Header tags: Incorporate location-specific information in H1 and H2 tags.
- NAP consistency: Ensure your business name, address, and phone number (NAP) are consistent across your website, Google Business profile, and other directories.
- Location-specific images: Include photos of the interior and exterior of each location.
The right partner for your organization will also conduct a comprehensive website quality audit to define local landing pages and verify keyword targeting. This lays the groundwork for focused “Local Sprints” to boost the search performance of specific pages for each location.
Design for Patient-Centric Experiences
User experience is everything. As such, your digital marketing platform should be designed to center the patient experience at every touchpoint. As each patient browses your website, the UX design should continually guide them toward opportunities to convert from website visitors to new patients at your location.
A patient-centric design starts with designing to accommodate specific patient personas and an intuitive interface to serve those needs. This means creating a website that is easy to navigate, read, and access across all devices. Key elements include:
- Clear, concise content that anticipates patient needs.
- Easy-to-use navigation menus that guide users to relevant information across every device.
- Prominent calls-to-action (CTAs) for appointment booking or contact.
Beyond basic usability, your website should be designed to guide visitors through the patient journey. A strategic, user-centric design is essential to streamlining patient acquisition efforts.
Simplify Integrations for Each Location
Third-party tools for website resources such as scheduling, CRM, and analytics are the lifeblood of health organizations. With a scalable digital marketing platform, you can streamline website integrations for every location. Better still, you accelerate your ability to onboard new practices as your organization grows.
Health organizations rely on outside integrations to such an extent that you need an experienced agency partner to ensure each tool offers a seamless experience. Some of the integration capabilities include:
- Appointment scheduling systems.
- Customer Relationship Management (CRM) software.
- Electronic Health Record (EHR/EMR) systems
- Analytics tools for performance tracking.
- Call tracking software.
Streamlining New Location Onboarding
Working with an agency like GLIDE Health allows you to package the integrations for each new practice into an onboarding checklist. This ensures that every new location is set up with the same scheduling platform and other essential systems to maintain consistency across your network.
Data Analytics and Conversion Tracking
As you remake the digital marketing capabilities for your organization, you’re under considerable pressure to produce results. You need to provide metrics that illustrate the ways each marketing initiative is impacting patient acquisition and appointment goals.
Gaining visibility into your marketing performance is essential to demonstrating the ROI from your efforts. To meet your patient acquisition goals, you need to track and refine how your website drives every aspect of your patient journey.
However, as you invest in different patient acquisition channels across multiple locations, you face a steep challenge to gather and analyze all this data. You need an experienced agency partner at your side to address this complexity and ensure all your marketing initiatives are effectively monitored.
How a Scalable Platform Empowered a Research Clinic
AllerVie Clinical Research, a multi-location clinical research organization, faced significant challenges in managing their digital presence across numerous locations. They came to us in need of a scalable marketing platform that was easy to manage but flexible enough to allow for location-specific customization.
Our solution included the crucial elements we’ve discussed above, including a user-friendly experience that enabled them to manage dozens of locations while adding new practices. The scalable digital marketing platform yielded impressive results for AllerVie:
- 35% reduction in bounce rate, indicating improved user engagement.
- 53% increase in website users, demonstrating enhanced visibility.
- 83% increase in time on page metrics.
How Will a Scalable Platform Help Your Health Organization?
A scalable digital marketing platform that accommodates all the demands of the health and wellness marketplace is more than a well-functioning website. It’s a strategic asset that can drive sustainable growth.
From enhancing patient experiences to optimizing local search performance and driving measurable ROI, the right digital platform transforms the challenges of multi-location management into opportunities for growth. By partnering with experts who understand your unique needs, you can accelerate growth and achieve your marketing goals.
Does this sound like an investment that will deliver a return for your marketing priorities? Let’s talk about what’s next for your health organization.
Melissa De Oña
SEO Lead
Melissa De Ona is the Search Engine Optimization (SEO) Lead at GLIDE Health, where she develops and executes strategic SEO initiatives that help multi-location healthcare organizations grow their digital presence and connect more patients with care. With over a decade of experience and a proven track record, including tripling blog traffic and driving a 3.5x increase in conversions for past clients. She holds an MBA in Marketing, a Six Sigma Green Belt certification, and is a frequent speaker and advocate in the SEO community, bringing both expertise and passion to every engagement.
