Digital marketing in healthcare operates under stricter scrutiny than almost any other sector. Clinics, consultants and regulated providers must balance visibility with patient trust, clinical responsibility and compliance with both advertising and professional standards.
Healthcare marketing may involve promotion, but it is constrained by regulation and ethical responsibility, particularly around claims, outcomes and patient expectations. It centres on clarity, accuracy and authority, ensuring patients can access reliable information while search engines, advertising platforms and AI systems can assess risk appropriately.
As digital discovery increasingly happens through search engines and AI-driven results, healthcare visibility depends less on tactics and more on trust signals that stand up to scrutiny.
Why Healthcare Marketing Requires a Different Approach
Healthcare content is classified by Google as YMYL (Your Money or Your Life), meaning it is treated as high-risk due to its potential impact on physical and mental wellbeing.
As a result, healthcare marketing faces:
Higher thresholds for organic rankings
Stronger expectations around E-E-A-T (Experience, Expertise, Authority and Trust)
Increased sensitivity to misleading or ambiguous claims
Tighter controls across paid advertising platforms
Success in this environment depends on accuracy, structure and transparency, with growth strategies needing to operate within those constraints.
SEO for Healthcare Providers, Clarity Before Promotion
Healthcare SEO focuses on communicating clinical context and patient relevance, ensuring search engines and AI systems can assess who care is intended for, how it is delivered, and whether the information is safe and reliable.
Effective healthcare SEO prioritises:
Patient-intent-led keyword strategy
Content written to inform rather than persuade
Technical SEO that supports crawlability and trust signals
Strong internal linking and consistent entity definitions
While progress often takes longer than in less regulated sectors, effective healthcare SEO produces stable, long-term visibility when built on accuracy and restraint.
The Importance of Local SEO for Clinics and Practices
For many healthcare providers, local search visibility is the primary driver of new patient enquiries. Proximity, relevance and reputation all influence discovery, but in healthcare these signals must be handled carefully.
Local SEO for clinics relies on accurate business representation, clear service descriptions and responsible review practices. Practices such as incentivised reviews, exaggerated claims or selective use of outcomes risk undermining both trust and compliance.
When implemented correctly, local visibility reinforces legitimacy rather than functioning as promotion.
Paid Advertising in a Regulated Healthcare Environment
PPC advertising in healthcare is governed by a combination of Google Ads policies, ASA guidance and sector-specific rules. These frameworks are designed to protect users from harm, misinformation or undue pressure.
As a result, effective healthcare PPC strategies focus on intent alignment and compliance rather than messaging strength. Ad copy and landing pages are typically conservative, with emphasis placed on clarity, relevance and account stability.
Sustainable performance depends as much on risk management as it does on lead volume.
Digital PR and Medical Authority
In healthcare, Digital PR is most effective when it supports public understanding rather than promotion.
Contributions that explain conditions, treatments or care pathways help establish credibility, while references from reputable health and news publications signal reliability to both search systems and patients.
AI Search and Structured Healthcare Content
AI-driven search systems have intensified the need for precision in healthcare content. These systems prioritise structured information, clear definitions and consistent entity signals to minimise the risk of misinformation.
Healthcare content that is designed for interpretability, rather than persuasion, is more likely to surface safely in AI Overviews and generative search results.
This places increased importance on consistency across websites, listings and third-party platforms.
Reputation Management in Healthcare
Healthcare reputations are particularly sensitive. Reviews, third-party commentary and search results directly influence patient decision-making and algorithmic trust assessments.
Responsible reputation management focuses on balance and accuracy, addressing misinformation where necessary and maintaining a controlled, compliant presence across search results.
Short-term or manipulative tactics are rarely effective in a sector where trust is cumulative.
Visibility Built on Responsibility
Healthcare digital marketing is shaped by ethical responsibility as much as technical performance.
Visibility earned through clarity, authority and compliance is more resilient, both to algorithmic change and to shifts in patient behaviour.
In healthcare, sustainable digital growth depends on aligning ambition with responsibility and patient trust.
Woya Digital Healthcare Industry Marketing Specialists
Woya Digital works with regulated healthcare providers to support compliant, trust-led digital visibility across search, media and emerging AI-driven platforms. Book a discovery call with us today to discuss how we can transform your digital visibility for measurable outcomes.
Google rolls out multiple core and spam updates each year to refine search quality, enhance spam detection, and improve overall user experience.
Below is a recap of the recent major Google algorithm updates, outlining their purpose and impact on search rankings and website performance.
Update Name
Date
Description
December ’25 Core Update
Started 11/12/2025 – Completed 29/12/2025
The final broad core update of 2025 which rolled out over roughly three weeks. Focused on refining how Google assesses relevance and content quality, with the aim of surfacing more useful, authoritative results across a wide range of searches.
August ’25 Spam Update
Started26/08/2025 – Completed 22/09/2025
The August 2025 Spam Update targeted thin, duplicate, and manipulative content, while sites with original content and good moderation generally saw stable or improved visibility.
June ’25 Core Update
Started 30/06/2025 – Completed 17/07/2025
The second broad algorithm update of the year which took three weeks to fully roll out. This core update was aimed at improving Google’s search ranking systems, helping relevant, high-quality content rank more effectively.
March ’25 Core Update
Started 13/03/2025 – Completed 27/03/2025
A broad algorithm update aimed at improving the visibility of relevant and satisfying content across all types of websites. With a continued focus on promoting content from individual creators.
December ’24 Spam Update
Started 19/12/2024 – Completed 26/12/2024
Aimed at improving Google’s spam detection capabilities. Broad spam update targeting websites in violation of Google’s spam policies.
December ’24 Core Update
Started 12/12/2024 – Completed 18/12/2024
Fourth and final core update of 2024. Aimed at refining search rankings to improve content quality and relevance. Many sites experienced fluctuations, with a focus on rewarding high-value content.
November ’24 Core Update
Started 11/11/2024 – Completed 5/12/2024
A major algorithm update lasting over three weeks, refining Google’s ranking criteria to favor authoritative, user-focused content while downranking outdated or unhelpful pages. The algorithm was also updated to understand context and intent to provide more nuanced search results.
Ranking Experiencing an Ongoing Issue
Started 15/08/2024 – Completed 19/08/2024
Google acknowledged ranking disruptions due to technical issues affecting indexing and ranking stability. Temporary ranking volatility was observed.
August ’24 Core Update
Started 15/08/2024 – Completed 3/09/2024
Rolled out to improve search result quality, promoting useful content. This update incorporated feedback from creators following the March ‘24 update. Aiming to help small and independent publishers with original and relevant content connect with users.
June ’24 Spam Update
Started 20/06/2024 – Completed 27/06/2024
The goal of this update was to improve search result quality by targeting websites in violation of Google’s spam policies. Focused on the elimination of various forms of spam such as automated AI content generation with the sole purpose of improving search rankings, paid links meant to manipulate rankings, thin, duplicated or poor-quality content, and hidden redirects or other deceptive techniques.
March ’24 Spam Update
Started 5/03/2024 – Completed 19/03/2024
Aimed at improving Google’s ability to detect search spam making use of manipulative tactics. Targeted aggressive spam tactics such as expired domain abuse, scaled content abuse and site reputation abuse.
A major ranking update over 45 days, with the goal of enhancing search result quality by reducing low-quality content. Focusing on content relevance, expertise, and trustworthiness while reducing the impact of low-quality sites.
Our strength at Woya Digital lies in the people behind the performance, and this month we’re shining the spotlight on Kaylin, our Paid Media Executive. With a sharp analytical mind, a genuine love for data, and an ever-evolving approach to PPC, Kaylin plays a key role in driving measurable growth for our clients. Always curious, always testing, and never afraid to challenge the status quo, Kaylin brings energy, precision and a results-first mindset to every campaign.
1. What’s one digital marketing trend or tool you’re excited about?
I’m really excited about the rise of AI-powered content optimisation tools. They’re making it faster and easier to understand intent, spot content gaps, and fine tune pages for both users and search engines. It feels like having a smart assistant that helps push ideas over the finish line.
2. What’s the most exciting part of your role at Woya Digital and why does it get you fired up?
The most exciting part of my role as a Google Ads Guy is the constant challenge of making campaigns perform better. I love digging into data, analysing patterns, and making strategic tweaks that can completely transform results. There’s a real thrill in seeing how small optimisations like refining targeting or improving ad copy can drive bigger wins for clients. PPC is fast-paced, always evolving, and when a campaign hits that sweet spot of efficiency and performance, it genuinely fires me up.
3. If you had to explain SEO to your family in one sentence, what would you say?
SEO is helping Google understand what your website is about so it can show it to the right people at the right time.
4. What’s one digital trend you think every business should be paying attention to right now?
First party data and personalisation. With privacy changes and the decline of third party cookies, businesses that understand their own audience deeply and use that insight responsibly will win in the long run.
5. What’s a typical day like for you and what’s never typical about it?
A typical day starts with checking in on my Google Ads campaigns for the various clients we have, looking at what performed well overnight, what needs tweaking, and where I can squeeze out even better results. From there it’s a mix of optimising keywords, testing new ad ideas, reviewing performance trends, and planning strategies that keep clients ahead of the curve.
What’s never typical is the pace of PPC itself anything from a sudden performance spike to a platform update can flip your priorities for the day. And of course, working from home adds its own flavour: I might be deep in bid strategies one minute and negotiating with my pets for space the next. No two days ever really look the same, and that keeps things interesting.
6. If Woya had a team playlist, what song would you add and why?
The Downfall of Us All – A Day to Remember
The opening chant literally feels like a team hype-up anthem. It’s energetic, unifying, and gets everyone pumped. It has that “we’re in this together” feel that suits Woya’s collaborative environment.
7. What is it really like working at Woya Digital?
Working at Woya doesn’t really feel like work when everyone has their hands on deck. It’s collaborative in the best way. You’re free to speak up, question things, and say no when something doesn’t make sense. We’re a team of like-minded people who genuinely enjoy what we do, and we have leadership that encourages creativity, understanding, and a good laugh along the way. It’s a place where you can be yourself and still deliver great work.
Woya Digital digital marketing and finance SEO specialist, has reported a series of remarkable outcomes, with measurable results that highlight the value that focused, customised expertise brings to clients in the financial services sector.
In the modern world of finance, who you are is just as important as what you’re offering.
While not everyone wants to become a financial content creator, it’s worth taking note of the value of a personal brand across the industry. This is particularly true for finance leaders. As a central financial figure in a business or specialism, you need a personal brand that displays your knowledge, authority, and the unique value you bring to the financial sphere.
In this article, we’re going to dive deeper into the use of personal branding for finance leaders and influencers. From how to build your brand to navigating the strict regulations of the financial industry, learn how to differentiate yourself from the crowd with key insights from the Woya Digital marketing team.
Understanding the Importance of Personal Branding in Finance
Finance industry customers are – understandably – careful of who they place their trust in. This makes it a tricky industry to break into, especially if you’re looking to make your mark as an individual rather than as part of a larger financial organisation.
This is where personal branding comes in. As an effective marketing strategy for individuals, it helps you:
Build credibility and trust: In a highly regulated, competitive industry, personal branding helps you prove your reliability to your consumers, earning their trust. This might be through cultivating word-of-mouth referrals or marketing your accreditations, for example.
Differentiate your brand: Stand out amongst a sea of experts and advisors with a unique selling point (USP). This is a central aspect of personal branding that identifies what sets you apart, whether that’s an area of expertise, an innovative approach, or a commitment to sustainability. By defining and communicating your USP effectively, you can make yourself more attractive to your ideal audience.
Strengthen professional connections: The stronger your personal brand, the more connections you can focus on building within your industry. When you emphasise your expertise and unique perspectives, you’ll naturally begin to attract like-minded professionals, including mentors and collaborators. With a clear understanding of who you are, you’re more likely to build relationships founded on mutual perspectives.
But how do you start building a personal brand? Read on to explore:
How to define your brand identity
Developing valuable content
Leveraging social media
Establishing credibility
We’ll also look at how you can monitor and evolve established brands, ensuring continued growth and success.
Defining Your Brand Identity
The pillar of a strong brand identity is understanding what you bring to the table.
By clearly defining your personal brand, you can communicate it effectively and consistently.
Here are some key steps to get started.
Carry Out A Self-Assessment
Reflect on what you want your personal brand to embody. Consider your strengths – particularly those that make you unique – and the values you hold. These should sit alongside your areas of expertise, and be backed up with accreditations, certifications, and a strong portfolio.
Some questions to ask yourself at this point include:
How can I integrate my core strengths and values into my work?
What unique experiences or perspectives can I bring to my industry?
How do I want my audience to perceive me?
What long-term goals do I have, and how can I align these with my personal brand?
How do I want my services or brand to impact my area of the finance industry?
Define Your Target Audience
Once you’ve clarified who you are, it’s time to define who your audience is.
Do you guide and help others expand their financial knowledge? Maybe your target audience is a younger demographic. Or, are you engaging with other financial professionals or organisations in a B2B capacity?
Identify Your Brand Voice
Your brand voice should reflect your identity and resonate with your target audience. It can also help you differentiate yourself from competitors, build authority, and gain trust.
Consider who you’re trying to reach and begin cultivating a brand voice that effectively engages your market.
Outline Key Differentiators
How will you differentiate yourself from other established finance leaders and influencers? Your USP should fill a gap in the market, or at least bring a fresh spin on what’s already on offer.
Consider the different ways you can communicate your unique skills, knowledge, and experiences. You can then look to incorporate this into your social media profiles, visual branding, and logo etc. to convey your values and align your branding aesthetic with your USP.
Developing and Sharing Valuable Content
As a financial leader, the content you create and share will help you:
Gain the trust of your audience
Share value with your audience
Build your brand authority
Differentiate yourself from your competitors
With that in mind, it’s crucial you invest time in developing a strong content marketing strategy and generating valuable resources that give your audience a reason to listen and engage with your brand.
Choosing Your Types of Content
Explore different types of content that will bring the most value to and reach your target audience on the platforms that they frequent, and align with your goals.
Educational Blogs: Blogs provide a great opportunity to display and share your knowledge, build a clear brand identity and tone of voice, and show your readers the value you’re offering.
Case Studies and White papers: Create documents that explore the real-world applications of your financial services or knowledge, showcasing success stories and using data to add evidence to your statement.
Industry Insights: Position yourself as a thought leader by sharing insights into the financial industry. Share up-to-date info with the latest trends and build authority through relevant knowledge.
What Formats Are Best For Your Content
Alongside types of content, consider formats.
Publishing blogs and articles to your website will support your search engine optimisation (SEO) efforts, and help to increase traffic to your site. Posting articles on third-party sites can help you reach a wider audience, gain authority, and build powerful backlinks back to your website, especially if you manage to publish guest posts or digital PR articles to reputable financial platforms.
When it comes to content, consistency is key. The best way forward is to create a content calendar that outlines your goals, key topics, platforms and publication dates.
You can also repurpose content to maximise its reach and make good use of your insights. For example, use snippets of blog posts to create social media updates. This not only makes your content more visible but also ensures your message remains cohesive across channels, cultivating that clear personal branding.
Leverage Social Media Channels Effectively
Social media has become the cornerstone of personal branding. Whether you’re hoping to become an influencer or land a job in a top organisation as a finance leader, social media can help you gain attention, stand out from the crowd, and prove your credibility.
When it comes to choosing platforms, we would recommend finance professionals being active on LinkedIn and X. Create a YouTube channel for all your video content, and if you’re targetting a younger demographic, add Instagram and TikTok to the list.
LinkedIn Strategies
LinkedIn is a platform that will allow you to cultivate a professional image that’ll be seen by other professionals. You should post to this platform frequently, and ensure that you first carry out profile optimisation to increase your visibility. Look to viral posts for content inspiration, and sharing, but remember to make your own content unique.
Twitter Tips for Financial Professionals
Twitter is ideal for rapid, regular insights. This is a great place to build authority as an up-to-date industry leader by reacting to news and engaging with other experts in your specific field. Focus on value-heavy, snappy statements and responses that engage and inform.
Engaging With Followers
No matter what social media platform you choose, it’s important to engage meaningfully with your audience. Respond to comments, make good use of finance-related hashtags, and join in (or create) larger social groups. Think of this as another opportunity to network alongside in-person events.
Maintaining Compliance
If you’re using social media to promote your financial services or share money management advice, ensure you remain compliant with regulations (including protecting sensitive information and never misleading your audience) to avoid landing in hot water with any regulatory body.
Establishing Credibility and Building Trust
A statement that bears repeating: to be successful in the financial services industry, you need to build credibility and trust. So, how exactly do you do this?
Showcasing Expertise: Highlight your certifications, qualifications, and professional milestones in your profiles and content to demonstrate credibility.
Partnering with Reputable Publications and Events: Look into publishing articles on third-party websites (guest posts and opinion pieces) and speaking at relevant events, on webinars and podcasts to expand your network.
Media and PR Opportunities: Use digital PR to engage with the media, sending out press releases to share or comment on relevant news. Respond to press enquiries promptly and professionally.
Client Testimonials & Success Stories: Use authentic, specific endorsements to showcase the impact of your work.
Search Engine Optimisation: Invest in SEO marketing to establish yourself as a notable presence and boost visibility, helping you compete with other financial figures and gain organic traffic. By securing top spots for relevant search results, your target audience is far likelier to find you, and trust that you’re a credible source.
Monitoring and Evolving Your Brand
Like most marketing techniques, personal branding doesn’t come to an end once you’ve ticked off every task on your to-do list. This is an ongoing strategy and one that you need to continue if you want to build and then maintain momentum.
To continuously evolve and monitor your brand, we recommend:
Tracking Impact and Engagement: Use metrics and data to follow the success of your work, and to guide you on your future strategy.
Continuous Improvement: Use your metrics to pinpoint the strategies that work and the strategies that don’t, and refine your process moving forward. You can also gather feedback from your target market, ensuring the content you create is in line with their expectations.
Personal Brand Audits: Carry out thorough assessments of your online presence as your career evolves. Does your content align with your changing goals? Are you speaking to the right audience? How could you adjust your messaging to be more in line with the industry?
Remain Compliant: Stay up-to-date with compliance changes and ensure all of your content is in line with industry standards.
Start Building Influence With a Strong Personal Branding Strategy
From following in the footsteps of successful financial influencers to securing positions at top global companies, personal branding can support you in many aspects of a financial career. Get started by defining your unique values, showcasing your expertise, and focusing on building credibility for a solid strategy.
Of course, that’s far easier said than done. If you’re struggling to get started or build momentum, it’s time to turn to our experts for help.
With years of experience working within the financial services industry, and backed by an experienced team of marketing professionals, Woya Digital can help you develop an approach that’s rooted in results for a personal brand that’s guaranteed to build influence.
Email marketing has long been a way for brands to drive conversions, maintain communications with customers, and introduce new launches, offers, and events. One of the big advantages is the ability to contact engaged recipients who have previously made a purchase, opted into newsletters or expressed an interest in your products or services.
However, anyone who has an email address will also know they are flooded with promotions at this point in the year when brands are keen to focus on conversions during the post-festive slump.
If you’re keen to stand out from the crowd, generate above-average campaign returns, or ensure your subscribers are fully connected with your plans for the year ahead, our seven creative tips will boost the success of your marketing—whether you’re sending your first-ever emails or need a tried-and-tested template you can rely on.
Designing Email Campaigns With Consistency and Concision
Tip one isn’t so much a recommendation as a fundamental to developing email campaigns that really resonate, respecting that your audience probably has minimal time and might decide whether or not an email is worth even opening within a fraction of a second.
Great email campaigns aren’t just designed to look great and incentivise viewers to open, read more, discover the exciting news or offers inside, and—essentially—react accordingly.
Amazing branding is also instantly recognisable, and even if you’re at the start of your journey as a business, you want to avoid clutter, rambling paragraphs of text nobody will read, or overwhelming your audience with too much, too fast and too soon (hint: save it for your landing pages).
A simple, well-thought-out email that viewers recognise and can scan quickly is ideal, with plenty of white space to ensure the interaction doesn’t feel chaotic and too demanding of their attention.
Creating One-Line Email Marketing Subjects and Headers to Enhance Open Rates
Next, you’ll want to consider how you title your email; and the obvious answer is rarely right.
Take a quick browse of your inbox, and you’ll likely see dozens of generic ‘Happy New Year’ messages—from companies you barely know—and tons of ‘massive discount’ subject lines that feel samey at best.
Think about your email subject as an appetiser, an incentive, an introduction and a way to give your audience a reason to care rather than simply a boring or predictable sentence that unveils what’s inside.
Keep it short, snappy, and contextual, and don’t forget to add a little personality. A funny, silly, or downright unusual email will be opened countless times more than one that promises little in the way of newness – it’s always good to use intrigue and human curiosity to your advantage.
Placing Equal Importance on Email Graphics and Creativity as Content
Emails are largely text, and it’s pretty hard to embed a video, GIF or large graphic without it taking far too long to load, putting your customers off, or detracting from the point you want to make.
The trick is to think about using carefully selected visual elements to add interest and entertainment to the text within your content, ensuring that you’re not relying on your viewers to do more reading than necessary to take away the messaging you need them to absorb.
Using colours, images, and fonts can capture psychological responses to cute, fun, and user-friendly graphics, which can establish a point or communicate an idea faster than written words.
Making it Personal, Contextual and Highly Relevant
Customisation is king, and consumers who feel seen, valued and part of a community are substantially more likely to engage with a brand, click on offers, react to a promotion or convert from interested viewers to loyal buyers if they feel you have made an effort to customise your communications just for them.
Whether this means inserting user names, cross-referencing past behaviours and purchases, or segmenting your email list to ensure your campaigns are structured slightly differently according to the demographics or preferences expressed by each group, it can have a marked impact.
If you’re fortunate enough to have a subscriber list, say 100,000 strong, it’s incredibly likely that you can split that database into several groups and provide more bespoke messaging to each segment based on all the information you know about their interests, priorities and pain points.
Adapting Email Marketing Campaigns for a Seamless Mobile-Based Experience
Needless to say, a proportion of your subscribers are almost certain to view emails on a phone or tablet, and gone are the lazy days when one format would work for everyone.
Instead, brands need to assume that each recipient could open an email on a phone and press delete or send an email to junk in a flash if the content is blurry, wonky, misaligned or impossible to read.
Optimising for mobile doesn’t have to be laborious or complex. It simply means paying the right amount of attention to layout and formatting, using big, impossible-to-ignore buttons, and avoiding long-winded content, which, as we’ve seen, is typically less effective.
Steering Clear of a One-and-Done Mentality
We often use A/B testing, and it’s much more than seeing which version works best or a tiebreaker between two designs or styles you like equally. It’s more like trying to adapt one message or campaign to satisfy as many of your subscribers as possible and avoiding the temptation to make important marketing decisions based on your own preferences or assumptions.
Getting to know what your audience loves and reacts to means you can pick a version that you know will generate more conversions and clicks without guesswork or hoping your audience will think and react the same way you do.
Our advice is also to ensure analytics and performance monitoring are embedded in your marketing activities rather than sending a campaign into the world and crossing your fingers. Analytics show you who has opened each message, who clicked on which CTA, and which fell flat.
Making tweaks and edits as you go is part of successful marketing, and the adjustments you make along the way are informed purely by your audience’s wants, needs, and responses.
Designing Call to Action Buttons as a Starring Feature
Finally, if you’re depending on your email campaigns to deliver, you need to check that your CTAs aren’t buried, difficult to find, or ambiguous. These clever buttons don’t just encourage reactions but also show your viewers exactly what you want them to do and how to do it.
A compelling, clickable, and highly visible CTA provides a steer for your viewer. The more they jump out of the page (or the screen), the easier it is for a subscriber to click and feel that whatever response you’re trying to gain is an obvious response.
We hope these tips and tricks provide a cheat sheet for immersive email campaigns that exceed your expectations. As always, if you’re stuck for inspiration, floundering at the first hurdle, or unclear on where to start, you are welcome to contact the content and digital marketing specialists at Woya for more tailored guidance, advice, and assistance.
