Healthcare Digital Marketing Assessment & Strategy
Strengthening Your Digital Presence in Healthcare
Mission-driven health and social services organizations often underinvest in digital marketing — not because they don’t understand its value, but because it rarely feels urgent when clinical and operational demands fill every hour. The result is a digital presence that doesn’t reflect the quality or impact of the work — and a missed opportunity to reach the communities, referral partners, payers, and funders who need to know you exist.
Ohana’s Healthcare Digital Marketing Assessment evaluates your organization’s current digital footprint and develops a clear, actionable digital marketing strategy to strengthen your online presence, visibility, and credibility. We bring a healthcare-specific lens to digital marketing — understanding what prospective clients, referral partners, payers, and funders are looking for, and how to ensure your organization shows up clearly and compellingly in the right places.
This is not a generic marketing audit. It is a mission-aligned assessment that connects your digital strategy to your organizational goals, your community’s needs, and the competitive landscape in which you operate. Every recommendation is practical, prioritized, and designed for healthcare organizations without large internal marketing teams.
What We Assess
Healthcare Website Strategy & UX Optimization
We evaluate your website against the needs of your key audiences — prospective clients, referral sources, payers, and funders — ensuring your digital presence reflects the quality and credibility of your work. Our assessment includes clarity of messaging, ease of navigation, mobile responsiveness, content accuracy and currency, and call-to-action effectiveness.
We identify what’s working, what’s creating friction or undermining trust, and where targeted improvements will have the greatest impact. The goal is to ensure your website not only informs, but actively supports engagement, referrals, and organizational growth.
Healthcare SEO & Online Visibility Strategy
We assess how well your organization appears in search results for the services, populations, and geographic areas you serve. This includes keyword gap analysis, local search visibility, Google Business Profile optimization, and backlink assessment.
We identify where your organization is effectively reaching people — and where you are invisible to those actively searching for the services you provide. From there, we develop a practical roadmap to strengthen your healthcare SEO performance and improve long-term visibility.
Healthcare Content Strategy & Thought Leadership
For organizations seeking to build credibility with payers, partners, and funders, content strategy is a critical tool. We assess your current content ecosystem — including website content, blogs or resource libraries, and social media — to understand how effectively your expertise is being communicated.
We then develop a content strategy aligned with your mission, audience, and internal capacity. This includes identifying priority topics, formats, and channels that will build authority and visibility without creating unsustainable demands on your team.
Healthcare Social Media Strategy & Engagement
We evaluate your current social media presence across relevant platforms, assessing consistency, message alignment, audience engagement, and overall effectiveness. Rather than focusing on volume alone, we assess how well your social media reflects your mission, communicates your value, and supports relationship-building.
We provide platform-specific recommendations designed to be authentic, strategic, and sustainable — particularly for organizations without dedicated marketing staff.
Healthcare Referral & Partner Digital Strategy
Many organizations focus their digital strategy on prospective clients but underinvest in the digital presence that matters to referral partners, managed care plans, and institutional funders.
We assess how your organization appears to these critical audiences, including LinkedIn presence, professional and credentialing pages, and partnership-facing content. We identify gaps, inconsistencies, or missed opportunities that may impact credibility, referral relationships, and funding opportunities.
Digital Marketing Tools & Capacity Assessment
We assess your current digital marketing tools, platforms, and internal capacity — identifying gaps, redundancies, and opportunities for improvement. This includes evaluating how effectively your existing tools are being used and whether they align with your organization’s goals.
For most mission-driven organizations, the right digital marketing strategy is one that is sustainable with limited staff time and budget. Our recommendations prioritize practicality, ensuring your strategy can be maintained without requiring specialized marketing expertise or excessive resources.
What You Receive
- A written Digital Marketing Assessment report with findings organized by audience and channel
- A current-state rating of your digital presence across each assessment area
- A prioritized, actionable Digital Marketing Roadmap with sequenced recommendations and estimated resource requirements
- Platform-specific guidance for your website, SEO, social media, and content — with recommendations tailored to your team’s capacity
- Optional implementation support: Ohana can move from assessment into hands-on execution for high-priority digital initiatives, or coordinate with specialized marketing partners within our curated network
Why Digital Marketing Matters for Healthcare Organizations
For health and social services organizations, digital presence is no longer optional. Prospective clients search for services online. Referral partners vet organizations before they refer. Managed care plans and funders research organizations before entering relationships. If your digital presence doesn’t reflect the quality and impact of your work, you are leaving relationships — and revenue — on the table.
At the same time, digital marketing for mission-driven organizations requires a fundamentally different approach than commercial marketing. The goal is not clicks or conversions in the traditional sense — it is credibility, trust, and meaningful connection with the communities and partners you serve.
Ohana’s approach centers those values, ensuring your digital marketing strategy reflects who you are, what you do, and why your work matters — while strengthening your visibility, authority, and long-term growth.
A stronger digital presence starts with knowing where you stand.
If the organizations and communities you serve can’t find you — or what they find doesn’t tell your story clearly — you’re leaving relationships and revenue on the table. Let’s fix that.