OB/GYN Marketing Guide to Grow Your Women’s Health Practice

Today’s women are more informed and selective than ever before when choosing their healthcare providers. Whether they’re booking a routine annual exam or navigating a sensitive reproductive health concern, most will turn to Google, social media, or online reviews before setting foot in your practice.

That’s why strategic OB/GYN digital marketing isn’t optional — it’s essential. It helps your OB/GYN practice increase appointment bookings, build lasting patient information, and stand out in a competitive local market. 

With your time split between managing your operations and your practice, treating patients with care, and not enough experience in digital marketing, it’s best to outsource to a reliable OB/GYN digital marketing firm. 

Below, we cover the main digital marketing strategies for OB/GYN practices to boost your online visibility and attract more patients. 

1. Website design

A website acts as the digital front door for your practice. It allows access to what you do, the services you offer, and insight into why you’re the best OBGYN. It should communicate professionalism and trust while also being personable and sensitive to women’s reproductive health concerns. 

A well-designed website takes the following into account:

• Clear and accessible navigation: A clear and easy navigation keeps website visitors engaged and allows them to find what they need in a few clicks. Your navigation needs to make it simple to access your services, contact info, insurance, payment options, and appointment scheduling. 
• Mobile friendliness and fast loading speeds: Considering 60% of healthcare-related searches happen on mobile devices, you need a responsive and mobile-friendly design. Additionally, fast load times improve user experience and time spent on your site.
• Trust-building elements: When women come to your OBGYN website, they want to feel safe enough to share their worries and trust you to provide fitting solutions. Some elements that can help them feel safe include provider bios, testimonials, certification, and clear privacy policies. 
• ADA compliance: A website for an OBGYN practice needs to be accessible to all users, including those with visual and hearing impairments. So, it helps to add alt text to images, keyboard navigable menus, and proper contrast ratios. 
• HIPAA-compliance: OBGYNs and other healthcare practitioners are required by law to adhere to the Health Insurance Portability and Accountability Act (HIPAA). It requires technical, administrative, and physical safeguards to protect patient privacy.

If you already have a website for your OBGYN practice, use our HIPAA-complaint website design checklist to confirm whether you’re compliant or not. 

2. Search engine optimization (SEO)

Implementing SEO for your OBGYN practice is the secret behind appearing on “OBGYN near me” or “OBGYN in my city” searches. These localized searches are the most common because most women are not looking to cross state lines to see their doctor. They want someone just minutes away. 

Well done, SEO ensures your OBGYN practice appears at the top of local search results when prospective patients search for a women’s health doctor in [a specific city]. It also helps you show up when people are looking for services you offer, such as annual gynecological exams, menopausal management, prenatal care, or birth control options.

It’s a sustainable strategy that drives long-term, sustainable organic traffic and drives consistent patient inquiries. SEO for an OB/GYN practice involves:

• Targeting the right keywords, including the best OB/GYN near me 
• Enhancing on-page SEO by ensuring your website is fast-loading, mobile-friendly, and scannable 
• Optimizing for local SEO with updated Google Business Profile (GBP) and ensuring NAP consistency 
• Building backlinks from reputable sources, like local directories, local health blogs, and news outlets
• Monitor and track your SEO traffic, rankings, and user behavior, then make regular updates and adapt your strategy as needed

3. Content marketing

Did you know that up to 72% of Internet users look for health information online? So, being on there sharing valuable and informative content about all matters of gynaecological health positions you as a trustworthy authority on matters of women’s health. 

Your content marketing strategy should address OB/GYN concerns across diverse patient populations, including teens, adults, peri-menopausal, and menopausal women. While it’s okay to include general content for women of all ages, segmented campaigns that personalize the experience for each segment make you stand out from competitors.

Examples of content marketing campaigns that will work for your OBGYN practice: 

• Educational blog posts: Publish blog posts that answer common predicaments on women health topics, like “What Is PCOS,” “When Should I start Pre-Natal Care,” “Birth Control Options: Which One Is Right for You?” and more relevant topics. 
• Infographics: Break down complex women’s health topics, like menstrual cycles and pregnancy times, with catchy infographics and visual guides. 
• Resource hubs: Creating dedicated pages for the specific services and conditions boosts your credibility and supports the different stages of a patient’s journey. Some topics to consider for your resource hubs include annual exams, birth control, menopause, and hormone health.
• Seasonal content: Your patients are looking for content that speaks to their immediate needs and seasonal concerns. For example, in the spring, they need reasons and reminders to schedule wellness exams or inclusive care content for Pride month.
• Success stories: Humanize your practice with OBGYN success stories around fertility and conception journeys, high-risk pregnancy management, and gender-affirming care. But you must make sure you have written consent from patients before sharing, and focus on outcomes, not just procedures. 

4. Pay-per-click (PPC) advertising

While your organic campaigns will get drive traffic, if your numbers are a little too low, it helps to allocate some of your marketing budget to paid ads. PPC allows your OBGYN practice to appear before competitors on search engine results pages, making you a top choice for women in need of your services. 

Just like these clinics in Delaware:

PPC allows hyper-targeting where you choose for your ads to appear in front of women in a specific radius, looking for specific services, and with a high search intent. A successful PPC campaign for your OB/GYN practice entails:

• Strategic keyword targeting to capture different search behaviors
• Geo-targeting to your service area with specific ZIP codes and neighborhoods
• Highlighting benefits, such as LGBTQ+ inclusive care, female providers and same-day appointments
• Optimizing landing pages with trust signals, like Board Certified OB/GYN, and Book An Appointment 
• Conversion tracking and monitoring to enable optimizing your ads and budget 

5. Email marketing

Email marketing is a cost-effective and personalized strategy that your OB/GYN practice should leverage to nurture long-term relationships with your clients. Email allows you to stay connected with patients between visits, confirm appointments, welcome and orient patients, and follow-up after an appointment.

Some best practices of email marketing that’ll ensure you maximize your return on investment (ROI) include:

• Use a HIPAA-compliant email platform that offers encryption and secure email handling 
• Segment your patient and lead list to ensure you send the right message to the right audiences
• Use automation to create a smart email sequence 
• Focus on sending emails that provide education, support, and guidance to patients, not just promotions 
• Write compelling subject lines, like “Is It Time for Your Annual OB/GYN Visit?” to spark interest and boost open rates
• Ensure your emails are mobile-optimized to ensure patients can check them on their phones, to increase engagement rates and reduce bounce rates 
• Include a clear, actionable call-to-action (CTA), telling the reader exactly what to do next, maybe share with a friend, download a resource, or book an appointment 

6. Social media marketing

Do you want to stay connected with patients between visits or stand out in the competitive local market? Then invest in social media marketing. Being active and consistent on social media humanizes your practice and keeps you top of mind for clients between visits. 

When paired with other digital marketing strategies, it drives website traffic, increases appointment requests, and downloads lead magnets. Without appearing on TikTok, Instagram, Facebook, and LinkedIn, you may be disconnected from a huge portion of today’s patients, especially Millennials and Gen Z women. 

Here are some examples of social media content that’ll spark engagement and drive patient action for OB/GYN practices:

• Friendly educational explainers of common OBGYN topics like “What is the importance of prenatal care?”
• Meet the provider and team spotlights to show patients who’ll be taking care of them.
• Branded graphics and patient checklists for different seasons, such as self-breast exam checklists for breast cancer awareness month.
• Behind-the-scenes moment showing an office tour or team celebrations.
• Myth and misconception-busting series, such as “Painful periods are not normal – here’s what to know.”
• Use relevant hashtags such as #WomensHealth and #PrenatalCare to increase discoverability and be part of conversations 

7. Online reputational management

Over the years, many women have relied on their friends and family to find their gynecologists. While this has worked for both patients and OB/GYN practices, there has been a significant shift to relying on online reviews when choosing the right women’s health doctor. 

Today, over 70% of consumers trust Google reviews when looking for healthcare providers. So, it’s imperative to collect positive reviews, testimonials, and feedback from clients to help them make the emotional and vulnerable decision. 

The following are effective tips for managing your OB/GYN practice’s online reputation:

• Claim and optimize your online reviews on Google and third-party reviews like Yelp
• Ask for reviews after appointments through automated email follow-ups and texts 
• Monitor and respond to all reviews by sending thanking patients for positive reviews and responding with empathy 
• Turn anonymous testimonials and success stories with permission into website or social media stories 
• Stay HIPAA-compliant by never sharing patient health information and reviews that include PHI

Here’s an example of an OB/GYN practice with a well-managed review system:

Why choose WebFX for OB/GYN marketing?

WebFX is a leading OB/GYN digital marketing provider with 25+ years of experience. We aim to help women’s health practices grow with strategic, patient-centered digital marketing strategies. 

We understand the unique challenges and sensitivities of marketing for OB/GYN practices, which helps us ensure compliance with ethical healthcare marketing standards. Over the past few years, we’ve helped dozens of OB/GYN practices increase website traffic and appointment bookings.

A copy-and-paste approach to marketing an OB/GYN practice doesn’t work. While all practices can benefit from specific strategies, like SEO or PPC, a custom plan is what powers the success of that strategy.

That’s why we custom-build all our approaches to your practice. Your dedicated WebFX account manager talks with your team, learning about your practice, goals, and challenges to create a campaign that targets your goals and challenges.

This approach is one reason why our client recommendation score is 488% higher than the average.

Get ahead with OB/GYN digital marketing

Marketing your OB/GYN practice requires creating meaningful connections with the women you serve. These connections go a long way in ensuring you have more inquiries, bookings, and long-term client relationships. 

At WebFX we offer full-suite digital marketing, which means you can rely on us whether you want to refresh your website, run PPC campaigns, or build a strong social media presence. Our OB/GYN digital marketing solutions will help you grow with confidence while staying ethical. 

Learn more about why WebFX is a trusted choice for OB/GYNs by contacting us online.