Marketing Telehealth Services for Healthcare Companies

The COVID-19 pandemic accelerated the rise of telehealth and telemedicine. Consultations conducted over the phone or via computer, along with home health services, became the norm and played a significant role in preventing the spread of infectious diseases. Today, these expectations remain — patients want convenient, safe, and digital-first access to healthcare.

In just two years, the use of telemedicine among U.S. physicians increased significantly, from 15.4% in 2019 to a remarkable 86.5% by 2021, marking a rapid, industry-wide shift toward virtual care.

That’s where a Chicago FCMO telehealth marketing strategy comes in. Guiding your business with senior-level leadership to attract new patients, optimize campaigns, and scale with confidence. Read on to learn how Chicago’s best fractional CMO service provides marketing strategies that can bring you closer to your goals.

Why Telemedicine Is the Future of the Healthcare Industry

Advancements in technology and artificial intelligence have paved the way for an enhanced healthcare system. Everything is more convenient and faster for doctors, patients, and medical practitioners. Below are some ways telemedicine has made big waves in the healthcare industry:

Greater Convenience

Telehealth and telemedicine have made healthcare vastly more accessible. Notably, a comprehensive review found that telemedicine helps overcome geographical, financial, and infrastructural barriers.  

It extends your services into remote or underserved areas and offers patients flexible, around-the-clock access to care. With just a smartphone or computer, your patients can securely consult, monitor their conditions, and follow personalized treatment plans from home.

They can easily book appointments and communicate with medical professionals with just a few clicks. This convenience is a significant advantage for individuals with limited mobility, such as the elderly, or those without easy access to a nearby hospital or clinic. 

Better Control of Infectious Diseases

Due to the greater convenience of telemedicine and telehealth, patients can remain in their homes and avoid exposure to infectious diseases. This was especially emphasized during the COVID-19 pandemic and is a significant advantage today. This also reduces the need for in-person hospital or clinic visits, removing the need to travel long distances and wait in long lines.

Faster Appointments

Telehealth and telemedicine make it easier for your patients to receive timely treatments and diagnoses. With fewer in-person visits required, your schedule becomes more flexible for quicker check-ups and non-urgent consultations. Instead of long waits, your patients enjoy faster scheduling and the option for same-day consultations with general healthcare specialists.

Access to Multiple Healthcare Providers

Everyone has the right to healthcare services, and telemedicine makes it easier for patients to connect with providers from the comfort of their own homes. Telemedicine’s accessibility is especially valuable for those living in rural areas or far from a hospital or clinic, allowing you to extend your reach and serve patients who might otherwise struggle to get consistent care.

With telehealth, your patients aren’t limited to the availability of their local clinic. They can schedule virtual consultations with providers anywhere, providing them with faster access to specialized care when needed.

What Is a Chicago Fractional CMO?

Hiring Chicago’s best fractional CMO service gives you access to C-level marketing executives on a part-time or project basis. These marketing professionals guide and oversee a company’s marketing initiatives.

Unlike a full-time CMO, fractional CMOs only work a set number of hours a month, meaning you only pay for a fraction of their time. This setup allows them to consider other associated costs more affordably, such as monthly salaries, health insurance, or annual bonuses.

Fractional CMOs work  with multiple companies across different industries, making them adaptable to any situation. Their broad skill set and responsibilities come in handy for tackling any marketing-related task. Their different expertise includes:

• Brand management
• Market research
• Competitor analysis
• Digital marketing platforms
• Email marketing
• Social media marketing
• Search engine optimization
• Website design and development
• Data analytics

How a Chicago FCMO Can Improve Your Telehealth Marketing Strategy

Telehealth is a complicated and competitive industry to market for, but with a Chicago fractional CMO by your side, you’ll be able to rise above the competition.

Here are some important tips from a Chicago FCMO for telehealth marketing strategies

Determine Your Target Market

Before marketing your telehealth services, it is essential to have a clear understanding of your target audience. By defining who you want to reach and analyzing your competitors, you can effectively position your services to ensure they connect with the right patients.

First, you must narrow your target audience. Who will likely engage with your company and buy your products or services? To understand your target market, you must examine customer needs and preferences, as well as their unique situation. You can segment your target audience according to similar characteristics, which will help you develop personalized marketing campaigns that speak directly to them.

Complete a Competitor Analysis

Additionally, knowing your competitors provides information on positioning yourself strategically within the market. One of the best ways to achieve this is to conduct a SWOT (Strengths, Weaknesses, Opportunities, and Threats) analysis of your company and its competitors.

A Chicago FCMO helps you identify market gaps, highlight what sets your services apart, and shape the right message for your audience.

Work With Industry Contacts

Fractional CMOs have a vast network of contacts who can provide additional support for your marketing efforts. These may include fellow healthcare marketers or medical professionals.

Industry contacts can support your marketing efforts in many ways. For example, a Chicago FCMO may seek second opinions on strategy or gather fresh insights from peers in similar roles.

Working with industry experts also provides access to tools and software that can enhance your marketing campaign, such as appointment-setting and patient data-gathering tools.

Optimize Your Website

Your website is a significant marketing asset. It’s the principal place where patients can find all the answers about your business. An effective website is regularly maintained and updated. A Chicago fractional CMO helps optimize your website by monitoring its analytics. Using tools like Google Analytics and Google Search Console to track metrics like:

• Conversion rates
• Organic traffic
• Page clicks
• Time spent on a website
• Click-through rates
• Backlink quality

Updating and auditing the content on your site is important. Review each piece of content (blogs, videos, landing pages, etc.) to ensure the information is still relevant and accurate, and rewrite or remove content that isn’t performing well.

You also want your site to be user-friendly. Make sure it is mobile responsive, easy to navigate, and has no downtime. Choose simple templates, compressing images, and minimizing code.

Improve Your Messaging

The right message is key to convincing your audience to choose your telehealth company. A fractional CMO also helps you choose the best medium to communicate these messages. They have a firm grasp of various social media platforms and communication channels, and tailor each message to that specific platform.

An FCMO also ensures that your message remains consistent across all platforms. They highlight your unique value proposition and values as a healthcare company.

Review Your Budgetary Spend

Healthcare marketing can be expensive. Effective budget management and smart resource allocation maximize your campaigns, delivering a higher ROI.

An FCMO’s expertise is especially valuable when it comes to budget management. They guide your company in monitoring spending across marketing channels and finding cost-saving opportunities through budget-friendly campaigns.

An FCMO also analyzes financial metrics such as:

• Revenue
• Customer acquisition cost
• Conversion rates
• Return on investment

They help teams adjust their expenditures based on these results and prioritize high-value marketing methods, increasing overall ROI.

Explore Current Technology and Data Protection

A fractional CMO reviews your technology stack to identify areas for improvement. They also help you integrate new tools and software to help streamline specific administrative procedures.

Because healthcare involves handling sensitive data, an FCMO ensures that the correct data protection methods are in place. They ensure that all healthcare companies adhere to HIPAA regulations and work closely with other departments to administer the latest data security procedures.

Implement Precision Targeting 

Your message is most effective when it reaches the right people at the right time. A fractional CMO offers precision targeting expertise, creating messages that resonate with your audience.

One way to accomplish this is to leverage data analytics tools and CRM software to identify ideal customer profiles. Data analytics and CRM tools help your team gather patient insights and craft tailored messages around that information.

These personalized messages help establish trust and a connection between your company. They also allow healthcare marketing teams to customize their approach to align with the needs and preferences of the desired target market.

Train or Hire Your Team

Some teams may lack experience or knowledge of the healthcare industry. A well-trained team understanding the field is key in a niche industry like healthcare or telemedicine. 

Team development is another area where a fractional CMO adds value. With years of cross-industry experience, they can guide hiring, onboarding, and training for new talent. That guidance includes training your team to navigate healthcare marketing platforms, use new technologies effectively, and develop customized marketing strategies.

Fine-Tune Paid Ads

Paid search ads and other pay-per-click (PPC) formats are effective ways to drive significant traffic to your website. Paid search refers to sponsored results on platforms like Google, while PPC also covers display, social, and other ad types that charge per click.

A fractional CMO strengthens your ad performance by guiding copy, calls to action, and overall messaging. They also lead A/B testing to identify the formats and strategies that deliver the best results.

Paid ads can be costly, so an FCMO is also ideal for helping clients achieve a high return on ad spend. They allocate budgets and create bidding strategies to help your ads reach a perfect cost per click.

Ensure Regulatory Compliance

Maintaining patient data security and compliance is a must when marketing for healthcare. An FCMO ensures clients adhere to healthcare marketing rules and regulations, such as HIPAA, FDA, and other regulatory bodies.

One key method to staying HIPAA-compliant is maintaining protected Health Information, which covers a patient’s confidential data. An FCMO works with a client to implement strong data security measures and handle PHI records to keep this information safe from unauthorized use. 

They also work with other departments, such as the legal team, to maintain the honesty and integrity of healthcare-related ads. For example, if you’re working with a fractional CMO for medical device companies, staying transparent with product details and claims helps you maintain FDA compliance.

What a Fractional CMO Does for Your Telehealth Business

A fractional CMO is a senior marketing leader who works with your company on a part-time or project basis. Instead of carrying the expense of a full-time executive, you gain access to high-level expertise at a fraction of the cost. 

For your telehealth business, a fractional CMO provides the strategy and leadership to unify your marketing efforts, from positioning your brand to attracting new patients online. With this guidance, you can compete confidently in a fast-growing healthcare market.

Telemedicine Marketing Strategies

Marketing your telehealth business involves combining many methods to create a holistic strategy. Below are some practical ways a Chicago FCMO for telehealth marketing strategies can market your business and increase online visibility:

Local Search Engine Optimization 

One of the first steps to gaining traffic online is local search engine optimization (SEO). Local SEO involves targeting high-volume keywords that align with your users’ search intent. For example, if a user searches for “virtual check-up” or “virtual consultation in Chicago,” proper SEO enables your telehealth company to appear first in the organic search results.

An FCMO can help you achieve this through local keyword research. They target high-volume, low-competition keywords using keyword research tools such as Ahrefs and Semrush.

Keyword research is followed by a content strategy that incorporates primary keywords naturally into your content. It’s crucial that your content also uses the primary keyword in the relevant title tags, headers, and meta descriptions.

Telehealth Content Marketing

Effective content marketing is one of the most effective ways to promote your company. With so much content and information to write about healthcare, it’s an opportunity to showcase your authority and credibility.

Your FCMO can help you develop a content calendar outlining what content to post, on which platforms, and when. There are so many different types of content to create, such as: 

• Educational blogs
• Medical news
• Tutorials
• Newsletters
• Case studies
• White papers
• Videos
• User-generated content

Providing relevant knowledge in the field positions you as a trustworthy resource, essential for building lasting patient-provider relationships.

Social Media Advertising

Social media’s ease of use and broad reach make it one of the most powerful tools for marketing your telehealth business. As of 2024, there are over 5 billion active social media users worldwide, representing more than 60% of the global population. 

The patients you want to reach are already online — and with the help of a fractional CMO, you can create targeted social media ads that turn this massive audience into real engagement and conversions.

Each platform is suited for different uses, and a fractional CMO develops the strategy to ensure your team delivers the right message in the right place. For example, they may guide you to focus on visual storytelling and engagement on Facebook and Instagram, while positioning LinkedIn as a space for professional networking and thought leadership.

Engaging with your followers is also helpful in maintaining a personal connection. You can do this by responding to messages and comments, sharing valuable content, and sharing company updates.

Email Marketing

Email marketing is an easy and convenient way to stay in touch with your patients, keeping them updated and engaged with appointment reminders, newsletters, and special offerings.

Your FCMO can help you create a robust email marketing strategy through strong lead generation and outreach methods. They help companies narrow their email list to the most qualified prospects and focus their time and resources on them.

A/B testing also provides valuable insights, enabling you to experiment with different ideas and determine what works best. FCMOs also assist with tracking email analytics, such as open rate, click-through rate, and conversion rate.

PPC Advertising

Pay-per-click (PPC) advertising involves paying a specific amount each time someone clicks on your display ad. An example is Google Search Ads, which enable patients to find your telehealth company easily.

With the help of a fractional CMO, you can create high-performing PPC ads that drive conversion rates and traffic to your website. An FCMO also helps you develop a bidding strategy that ensures you spend as little as possible while generating a high ad spend return.

Local Listings 

Another effective way to boost your online presence is to update and optimize local listings. Platforms like Google Business Profile, Healthgrades, and Zocdoc serve as online directories where patients can quickly find your telehealth company. By keeping your business information accurate and consistent across these platforms, you improve visibility and make it easier for patients to connect with your services.

One of the main places to list your business is on Google Business Profile. Establishing a Google Business Profile is key to having your company reach the first three results on the search engine, also known as the local pack or 3-pack.

When creating a GBP, it’s important to have complete business details. Include the following information to improve your search ranking:

• Company name
• Company address
• Contact information
• Reviews
• Working hours
• Company description

You can list your business on many other platforms beyond Google Business Profile, and keeping your details consistent across them increases your chances of ranking.

Chicago Regulatory Compliance in Telehealth Marketing 

Like all industries, telehealth marketing has strict guidelines and regulations. 

Listed below are the command requirements to follow for maintaining telehealth marketing compliance.

Patient Consent

Obtaining informed patient consent is one of the most essential parts of healthcare. While consent laws may vary by state, you are legally and ethically required to secure written and, when appropriate, verbal consent from patients (or their legal guardians) before providing telehealth services.

Following this process helps your company stay compliant with HIPAA laws and regulations. It also underscores the importance of safeguarding patients’ privacy rights and protecting their health information (PHI).

Cross-State Licensing

Telehealth practitioners in Chicago must navigate cross-state licensing requirements if they plan to treat patients outside Illinois.

Telehealth professionals in Illinois are authorized to practice within the state and can only treat patients elsewhere if they hold the appropriate credentials in that state as well.

If you plan to expand beyond Illinois, you must follow the Interstate Medical Licensure Compact (IMLC) guidelines. These rules streamline the process, making it easier for you to secure the credentials needed to practice in multiple states.

Online Prescriptions

Online prescriptions must adhere to state and federal laws as well. One of the laws regulating this is the Ryan Haight Online Pharmacy Consumer Protection Act, which is regulated by the Drug Enforcement Administration (DEA). 

This law governs all prescriptions made over the Internet and prohibits prescribing uncontrolled substances. This act also states that practitioners should complete an in-person consultation before prescribing certain medications and controlled substances. 

Signs Your Telehealth Company Needs a Fractional CMO

Marketing for telehealth is challenging, so it’s not uncommon to see signs of inefficient marketing efforts. Look for these signs that your company needs a fractional CMO:

Stagnant or Declining Sales

Some growing companies and startups lack the sales experience to drive significant growth. Hiring a Chicago fractional CMO to improve business sales may be wise if your company is not experiencing desired growth or has stagnated.

Because FCMOs are proficient at creating effective, revenue-generating sales tactics, they’re ideal for implementing target strategies and optimizing sales. Using a Chicago FCMO for the telehealth market, thoroughly analyze your current marketing efforts and see what’s causing stagnant or declining sales. Gathering customer feedback can also be helpful, as it can provide insights into what needs to be done to boost sales.

Budget Constraints

Marketing requires significant investment, but with the right guidance, you can manage costs effectively and keep your campaigns sustainable. Even without a large budget for full-scale campaigns, you can still achieve strong results with a fractional CMO.

For companies with smaller budgets, a fractional CMO can train your team to manage funds effectively and allocate resources where they matter most. They also design budget-friendly campaigns that generate a strong return on investment.

Lack of Marketing Leadership

Some companies struggle with marketing because they lack leadership, leading to stress and confusion among marketing team members. With an FCMO, your company can benefit from their senior-level leadership and experience. FCMOs lead clients toward their marketing goals by delegating tasks to the most appropriate members and ensuring that objectives and KPIs are met.

Aside from monitoring the overall marketing efforts, FCMOs provide mentorship and guidance to inexperienced team members to help elevate their performance.

No Clear Marketing Direction

Without clear goals and objectives, new teams often find their marketing efforts lack a clear direction. A fractional CMO can provide companies with a solid marketing plan and clear direction. They accomplish this by setting concrete and measurable goals and KPIs and guiding teams to achieve them.

Frequently Asked Questions

Here are some commonly asked questions you can ask our Chicago FCMO.

What’s the Difference Between Telemedicine and Telehealth?

Telemedicine is a type of telehealth, a broader term covering various online healthcare services.

Telemedicine is a more specific term that focuses on delivering clinical services, diagnoses, and treatments via two-way communication using telemedicine apps.

Who Is the Target Market for Telehealth?

The target market for telehealth varies. It often includes senior citizens, patients with mobility challenges, and individuals living in rural areas without access to nearby hospitals. Busy parents and professionals also turn to telehealth for convenient access to care.

Which Online Marketing Strategy Works Best?

Many online marketing strategies effectively increase your telehealth company’s visibility. Some common ones include search engine optimization, social media marketing, content marketing, and email marketing.

How Many Telehealth Companies Are There in Illinois? 

Illinois is among the top 10 states for telehealth adoption and is home to a growing number of companies, with the market continuing to expand year after year. This growth creates opportunities for your practice to stand out with a strong marketing strategy that connects you to patients seeking virtual care.

Talk to a Chicago FCMO About Your Telehealth Marketing Strategy

Telehealth is becoming more competitive every year, and one of the best ways to stand out is to seek the help of a marketing expert. Digital Authority Partners is the best place to find a Chicago fractional CMO to improve business performance.

Digital Authority Partners offers Chicago’s best fractional CMO service by connecting you to our tailored FCMO for telehealth marketing strategies, who can help you achieve the marketing success you deserve.

Tell us what you need, and we’ll be ready to deliver! Send us a message today to get started!