Impact of SEO for healthcare companies
- Healthtech case shows how it is possible to have ROI of more than 50% and a 40% reduction in CAC
São Paulo, May 2024.
In recent years, searches for doctors on the internet have risen by an average of 50%, according to a study carried out by WE Medical Marketing. Another 47% ask questions about health issues on Google, looking for information about symptoms and diseases, according to a study by Datafolha. The figures point to an increasingly connected population, demanding new solutions from the health market to respond to this consumer profile.
In this context, strategies such as SEO have become fundamental for companies to increase their online presence and improve their ranking in search results, which has an impact on greater organic traffic to their websites. For João Baccarin, head of Growth at Melvi, the company's marketing turning point was when they realized that the brand's potential clients were looking for qualified and reliable specialists, predominantly through the Google search engine. This is when they decided to make a qualified investment in SEO.
He realized that he needed to invest in an SEO strategy to increase his presence in organic search results. In almost a month, he saw an increase in the flow of organic visits to the site, from 10% to 20%. The Cost per Click (CPC), for example, fell from R$5.37 to R$3.52, which was reflected in the reduction in the Customer Acquisition Cost (CAC).
Relevant content to have
When the subject of SEO comes up, one thinks of improving the performance of websites by producing relevant content. That's why it's very important to bet on a sophisticated technological approach to the resource, which looks at the entire internal structure of the site, making it more easily crawlable by Google, as highlighted by specialist João Lee, CEO of Simplex.
Unlike other forms of online advertising, such as paid ads, whose results can be immediate but ephemeral, SEO is long-term and builds a solid foundation for the continued growth of organic traffic over time. This means that even with a relatively high initial investment, companies can reap the rewards of SEO over a long period, generating a long-lasting and sustainable return on investment.
In addition, according to João Lee, the technical structuring of websites is generally a subject that is little covered by specialists in the field, who generally give preference to producing articles and content related to the topic of the product/service.
He stresses that the technical structuring and structural design of the site is just as important, if not more so, than the production of content. He points out that SEO is a subject that is not just restricted to the company's marketing department and one specialist: it is a multidisciplinary subject that involves and requires people from all areas working to achieve and maintain good results.
The Simplex CEO argues, however, that SEO itself should not be used as the sole engine for converting sales and explains that the resource does not exist solely to generate sales, but rather qualified traffic to increase the domain's relevance and the chances of converting sales.