While digital marketing gets a lot of attention these days, it represents only one part of a complete marketing strategy. The healthcare industry tends to overinvest resources into digital marketing and underinvest in brand/awareness marketing, traditional marketing and sales strategies. Moreover, these organizations trend toward investing in online marketing initiatives that don’t readily produce returns.

Here are three such cases, and learnings from their successes:

A prominent vitamin and supplement provider had invested heavily in e-commerce website design with a previous provider but was in the dark about how to convert online searchers into paying customers. The website had become a billboard in the middle of the ocean, until market research in the form of customer surveys and online marketing demographic research revealed how searchers would most likely find the website: Facebook ads and remarketing ads. Today, website traffic and sales are up, and the company is exploring adding offline marketing tactics since the survey data indicated that customers would pay attention to content marketing as well as events/tradeshow marketing.

A New York fertility clinic started with a website that fit the brand, and from there analyzed their market research to identify the tactics that would produce ROI: social media marketing, SEO and referral marketing. As a newer clinic, it was imperative the organization establish a strong brand and reputation in the marketplace via referrals, as well as strengthen its presence online, and this diversified marketing strategy would allow them to do just that.

A medical device company was clear that it was time for an overhaul of the website, and learned through market research that referral and event/tradeshow marketing strategies along with online advertising initiatives would most readily help reach organizational growth goals.

There are more than 50 ways to market a healthcare organization, as shown in the infographic of marketing tactics below. The only surefire way to invest in the right areas is to gather market research and allow the data to guide investment decisions. Otherwise, it’s just a game of throwing darts in the dark.