Best Tactics for Marketing in Healthcare for Metro Detroit

Marketing in healthcare is essential — especially with recent major hospital mergers like Corewell Health and University of Michigan Health.

Even if your name hasn’t changed, you’ve likely felt the effects: more competition, rebranding needs, and the challenge of standing out while reminding patients of your exceptional care.

It’s a fast-moving landscape, and Zoe Marketing & Communications helps healthcare providers in metro Detroit reach new patients. Based on our experience, these key strategies can help you connect with future patients.

Understanding metro Detroiters’ healthcare concerns

Patients choose providers that meet their top concerns. In the post-pandemic era, expectations are higher than ever. The most in-demand healthcare needs include:

• Fast wait times for emergency rooms

• Specialized care like cardiac, orthopedic and elective surgeries

• Pregnancy, birthing and pediatric services

• Diagnostic testing and lab work

If you offer these services, highlight them in your marketing to show you're listening and establish your role as a trusted healthcare provider.

4 best marketing methods to market your healthcare services in metro Detroit

1. SEM ensures people find you while searching

Today, people’s first stop for healthcare is Google.

Search engine marketing (SEM) ensures your practice appears when potential patients search for services. With Google Ads, you:

• Pinpoint keywords (e.g., “pediatric urgent care near me”)
• Pay to compete for top placement in results
• Capture patients actively searching for care

Your landing page matters. If someone clicks your ad, they should find:
✔ Clear, helpful info
✔ Easy navigation
✔ A strong call to action

2. Traditional media still builds trust

While digital is growing, traditional media remains valuable for brand awareness and credibility.

Hospitals often allocate 10% of their budget to:

• Print ads in newspapers and regional magazines
• Radio spots during commuter hours
• TV commercials on over-the-air (OTA) stations
• Billboards for high-visibility messaging

This is especially effective for older audiences who still rely on traditional media.

3. Streaming video ads reach people where they watch

Platforms like Hulu, YouTube and TikTok are essential marketing channels. Over-the-top (OTT) streaming ads let you:

• Precisely target by ZIP code, age and viewing habits
• Post shareable content that can be amplified on social media
• Build trust with patient testimonials

For example, a 30-second video could feature a local patient sharing their knee replacement experience. The key? Engaging, valuable content with a clear next step.

4. Targeted email marketing hones in on the right audience

Email marketing is a cost-effective way to reach potential patients. While privacy laws prevent targeting based on health conditions, you can still:

• Target by age, location and browsing interests
• Use retargeting to follow up with engaged recipients
• Promote webinars, services, and open houses

Best practices for healthcare emails:
✔ Strong visual (hospital, doctor or patient image)
✔ Short copy (50-200 words)
✔ Clear call to action (e.g., “Schedule a free consultation”)

Next steps for effective healthcare marketing

Navigating Michigan’s healthcare marketing landscape requires a multichannel approach. A blend of SEM, traditional media, streaming ads and targeted emails ensures maximum reach and engagement.

While each tactic has strengths, the most effective campaigns combine all four to connect with both digital-first and traditional audiences.

Ready to refine your healthcare marketing? Talk to us at Zoe Marketing & Communications. Whether you’re tweaking a strategy or shifting focus entirely, we can help you reach more patients.

Want to go deeper? Check out these next steps:

• Top tactics for a full-funnel marketing strategy
• Why multichannel marketing or ‘layering tactics’ is important