Promotion of medical services

Promotion of medical websites

Promotion of medical services websites has certain peculiarities, among other business niches in Ukraine and other countries – from branding to limited promotion channels, depending on the company’s direction.

We will present a simple, step-by-step plan for analyzing the marketing of your medical clinic or company that provides medical services.

First, let’s do a little diagnostics and determine if you have a problem

• Your site’s organic traffic is less than 40% – you are primarily dependent on paid advertising, your site is not optimized and you are overpaying for conversions from paid advertising.
• Your Google ranking is below 4.3 – a low ranking reduces trust and scares away potential patients.
• You don’t bring patients back or remind them of you through digital tools – without repeated touches, patients leave for competitors.
• You don’t know the cost per patient and their LTV (customer lifetime value) – without this data, it’s difficult to manage marketing effectively.
• Your competitors are in the top 10 of Google searches, but you’re not – they’re getting organic traffic, and you’re losing patients.
• You don’t have at least a weekly report on the effectiveness of your marketing and advertising– without analytics, you don’t know what’s working and what’s draining your budget.
• Your traffic from Google Ads is less than 20% – which means you’re not utilizing one of the most effective patient engagement channels.
• You do not conduct at least one collaboration with other brands per month – this means you’re not growing your audience and losing the opportunity to reach new customers through partner projects.
• You’re not creating a minimum of 12 pieces of content per month per social media – your audience isn’t getting regular updates, engagement decreases, and patients forget about you.
• Social media traffic is less than 10%– if this figure is lower, it means your social media promotion strategy is not working and you are missing out on potential patients.

These data are the minimum indicators that are necessary for a clinic’s sustainable growth in the digital environment. Without meeting them, you risk losing potential clients, while your competitors who follow these standards strengthen their position in the market.

We at Around Web have been working in the field of Internet marketing for medical companies for many years and have experience in successfully promoting them in various digital channels. We approach solving problems comprehensively, select the optimal promotion strategy, assist in creating high-quality and unique content, and carefully work out all the technical parameters of the company’s website.

Trends in the promotion of healthcare services

• Increase in demand for online medical services: In 2024, the number of appointments for diagnostic tests significantly increased, which indicates patients’ increased interest in online appointment services.
• Increase in the share of Ukrainian-language queries: The share of Ukrainian-language search queries increased by 13% compared to 2023, emphasizing the need to tailor content to Ukrainian-speaking audiences.
• Patients trust organic search engine results because, in this case, they find and choose a clinic without intrusive and unnecessary advertising.
• Growth of medical facilities: According to the data, the market of private medical facilities in Ukraine has grown almost 4 times from 2019 to 2022.

Short conclusion: Comprehensive digital marketing, which includes quality SEO optimization, active work with reviews, and strategically aligned Google Ads campaigns, is the basic minimum for a medical clinic in 2025.

SEO promotion of medical websites

• Quality content and keywords: Research geographically and thematically specific keywords, create unique and informative texts that meet medical standards.
• Technical Optimization: Ensure fast loading, responsive design, security (SSL) and proper micro markup for correct indexing.
• Local SEO: Handle geo-dependent queries, optimize your Google My Business profile, maintain NAP data consistency, and list in local directories.
• External optimization (link building): Work on getting backlinks from reputable medical and local resources. Publish affiliate content, such as guest articles, press releases, and interviews with experts, which greatly increases search engines’ trust in your site.

Working with reviews on Google Maps

• Optimize your Google My Business profile: Full information, up-to-date data, quality photos and detailed descriptions of services.

• Incentivize reviews: Actively invite patients to leave reviews via website, email and social media.

• Constructive responses and monitoring: Reply to feedback, thanking positive feedback and politely responding to negative feedback by offering solutions. This builds trust and helps identify areas for service improvement.

Effective promotion of medical clinics includes not only website optimization but also active management of reviews on platforms, building a positive image and attracting new patients.

Working with Google Ads

• Careful selection of keywords and minus words: Research and select relevant keywords, and add negative queries to eliminate irrelevant traffic. Don’t forget to set up intermediate conversion tracking for each keyword to understand the effectiveness of individual queries.

• Set up remarketing: Set up remarketing tags, segment your audience, and run campaigns targeting users who have visited the site to promote new promotions, new products, or clinic reminders.

• Conversion tracking and analytics: Integrate Google Analytics, customize conversions (calls, forms, appointments) and analyze intermediate metrics to monitor and optimize campaigns continuously.

• Ads and Budget Optimization: Do A/B testing of creatives, use ad extensions, and set up automated bid strategies to maximize return on investment.

Success Formula for Medical Clinic 2025

Combining all the methods described above is worth considering to achieve maximum efficiency in promoting medical websites.

Bypass competitors, choosing “weak flanks” – less competitive keywords, where you can quickly take a leading position. Use the “Marketing Wars” strategy to minimize cost and resistance, as well as the Pareto 80/20 principle, focusing on 20% of effort yielding 80% of results.

Analyze competitor investments: SEO and contextual advertising – effectiveness and forecasts

Contextual advertising: effectiveness and forecasts

Depending on the city or budget, you can get different results

City	Advertising budget	Conversions	CTR	Number of leads	Cost per lead
Odessa	15139,55	3573	9,34%	129	117,36
Kiev	58004,04	6533	8,89%	198	292,95
Lviv	28386,66	4466	9,12%	151	187,99
Dnipro	24980,26	3930	10,27%	129	193,65
Poltava	10911,53	2151	11,71%	66,00	165,33
Vinnitsa	5174,37	1341	10,52%	49,00	105,60

Average cost of 1 lead by referral in Ukraine:

Directions	Average CTR	Average cost per lead
Gastroenterologist	11,70%	101,40
Gynecologist	7,57%	207,95
Dermatologist	11,46%	138,17
Cardiologist	10,41%	140,20
Neurologist	5,91%	71,41
Otolaryngologist	9,25%	84,48
Ultrasound	7,85%	99,93
Traumatologist	10,82%	140,82
Mammologist	9,64%	105,48
Proctologist	11,08%	118,16

Competitor analysis: How much are they investing?

We study the market leaders: how much is invested in SEO, what strategies are used, how they attract patients. You don’t need to spend money on experiments – we know what works.

City	Links to competitor	Number of pages	DR ahrefs	Number of donors	Site age	Cost of investment in external links, $	Site
Odessa	479	800	49	65	18	1950	odessa.oxford-med.com.ua
Odessa	2476	6300	40	264	17	7920	odrex.ua
Kiev	2808	131000	26	272	6	8160	smartmedicalcenter.ua
Kiev	4827	4080	38	645	18	19350	adonis.com.ua
Lviv	2097	1940	18	286	7	8580	medcenter.lviv.ua
Lviv	1669	288	29	359	5	10770	rodyna-medical.com.ua
Dnipro	11164	3350	34	510	7	15300	medicalplaza.ua
Dnipro	693	1270	26	187	13	5610	jmc.org.ua
Poltava	442	553	9	61	8	1830	medion.pl.ua
Poltava	100	39	0	7	3	210	novalikarnia.pl.ua
Vinnitsa	1142	6490	14	147	17	4410	altamedica.com.ua
Vinnitsa	781	1030	5	63	8	1890	medilux.ua

Why patients choose private medicine

Medical website promotion plays an important role in informing patients about the features and benefits of private hospitals, but why don’t customers trust public hospitals?

Patients favor private medical facilities for the following key reasons:

• Modern equipment (15.7%): The latest technology and high-precision devices improve diagnostic accuracy and treatment efficiency, which is especially important for complex cases.
• Good equipment (13.6%): Quality medical devices create conditions for stable and reliable procedures, guaranteeing patient safety.
• Promptness (11.7%): Quick appointments, minimal waiting time and prompt care allow patients to get the care they need faster, which is critical in emergencies.
• Staff courtesy (10.8%): Friendly, attentive and professional staff create a comfortable atmosphere, reducing stress and increasing patient satisfaction.
• Quality diagnosis and treatment (10.7%): A High level of medical services and an individualized approach to each case ensure accurate diagnosis and effective treatment.
• Comfortable interior (9.2%): The clinic’s modern and ergonomic design contributes to creating a pleasant environment, which positively impacts the overall perception of services.
• Fixed visit times (7.9%): A clearly organized schedule allows patients to plan their visits, reducing uncertainty and improving service.
• Clearly organized process (7.4%): The clinic’s structured work system ensures that each referral is handled quickly and efficiently, minimizing bureaucratic delays.
• Transparency of payment (6.9%): Clear and understandable payment terms avoid misunderstandings and form a trusting relationship between the clinic and the patient.
• Qualification of doctors (6.1%): The professionalism and experience of medical specialists are the most important factors influencing the choice of a clinic because the quality of treatment depends on them.

The most popular destinations for search queries

In a highly competitive environment, medical institutions must promote a medical services website, which allows them to better target relevant patient queries and attract more clients.

Analysis of search queries revealed the following areas of greatest interest to patients:

• Medical consultations (50.5%) Initial contact with a medical specialist is the most important stage. Patients actively seek information about consultations to get an initial opinion and recommendations for further treatment.
• Diagnostic services (29%) Proper diagnosis is the basis for successful treatment, so a significant proportion of queries are related to finding quality diagnostic services such as laboratory tests, ultrasound, MRI and other examinations.
• Surgery (14%) Although surgical procedures require more complex organization, they remain in demand. Patients seek out trusted clinics with experience in performing surgeries, indicating confidence in the professionalism of medical facilities.
• Rehabilitation (6.5%) Post-operative rehabilitation and recovery procedures are important for a full recovery. The interest in these services indicates the desire of patients to ensure quality recovery after treatment or surgery.

Effective promotion of medical websites allows clinics to attract attention and be noticed among the many offers, significantly increasing their popularity.

Cooperation formats

We offer several cooperation options so that you can choose exactly what suits your objectives:

• Digital strategy: Development of a detailed step-by-step promotion plan, including market and competitor analysis, formation of a unique strategy and definition of key goals.
• Comprehensive promotion: Complete support of your business using a set of tools: SEO, contextual advertising and Google Maps optimization for maximum reach and growth.
• Individual services: Flexible choice of specific tasks: advertising setup, SEO optimization, auditing, content management, review and external link management – just the tools your business needs.
• Consultation with a specialist: Personal consultations and professional recommendations are needed to determine the optimal promotion strategies and prompt resolution of arising issues.

SEO promotion of a medical clinic website and other channels is an important tool to increase patient flow and provide a competitive advantage. Professionally performed website optimization helps to increase its visibility in search engines, which in turn helps to attract the target audience and build trust in the clinic.