Swiss SMEs in the medical, health & well-being sector: 7 marketing tips to win more customers in 2025
- LANE Digital
- Apr. 25
- 5 min reading
What if your next patient could find you online, without you having to spend hours doing it? For Swiss SMEs in the healthcare and medical sectors, digital transformation is no longer a luxury reserved for large groups. It's a prerequisite for existing, evolving and making your voice heard in a world where healthcare choices are now made online.
At LANE Digitala Swiss agency specializing in digital strategy for the medical sector, we help clinics, practices, therapists and medtech build effective, human and measurable communications.
Based on dozens of successfully completed projects, we have identified 7 essential levers to help you gain visibility, customers or patients, and peace of mind.
1. Be visible where your patients or customers are looking for you: on Google
Even before talking about social media or advertising, your presence on Google My Business (GMB) is crucial. In Switzerland, over 80% of patients consult online reviews before making an appointment with a healthcare professional.
Optimize your Google My Business listing in 3 steps :
Fill in 100% of the fields: exact address, opening hours, precise specialties, link to site.
Add quality photos: waiting room, treatment room, team portraits.
Collect and respond to reviews: responses show your professionalism.
💡 Chez LANE Digitalwe integrate notice management and GMB optimization into all our local support services.
2. Your website: your best salesperson, active 24/7
Too many Swiss SMEs in the medical sector still have websites that are static, unclear or difficult to navigate on cell phones. Yet a well-designed site can convince an undecided patient in a matter of seconds.
The fundamentals of a good website for Swiss SMEs in the healthcare and medical sectors
Clear, responsive navigation
Well-segmented service pages (e.g. Gynecology, Aesthetic Medicine, Physiotherapy)
Elements of reassurance: diplomas, accreditations, patient testimonials
Visible CTAs: contact buttons, quick appointment booking, clickable number
💬 At LANE, we use tools such as WIX StudioWordpress or Webflow to create intuitive interfaces, while integrating reservation or chat systems.
3. Add value with clear, accessible content
Producing educational content means helping your patients to better understand their symptoms, your specialties or your methods. It's also a strong SEO lever for positioning your site on long-tail searches (e.g.: "how to relieve sciatica naturally").
Examples of successful content:
Blog: "Should we fear the side effects of hormone treatments?"
LinkedIn Posts: "3 things you don't know about cryotherapy"
Reels Instagram: Introducing your salon or interviewing a therapist
Tip: Use the questions your patients ask you in the office as a source of content.
💡 Chez LANE Digitalwe co-construct your editorial strategy with SEO-oriented copywriting and clear publication schedules.
4. Automate without dehumanizing: smart time-saving tools
As a healthcare professional, your priority is your patients. Automation enables you to delegate time-consuming tasks without compromising the quality of the human link.
Recommended tools for Swiss SMEs in the healthcare and medical sectors:
CRM such as OneDoc or MedicoSearch: centralized patient records, automatic reminders
Monthly newsletter: news, tips, special schedules
Online appointment scheduling: integrated into your website and connected to your calendar
✔️ Result: Fewer missed appointments, more mental availability for your practice.
💬 Chez LANEwe train teams in these tools to ensure simple and effective adoption.
5. Measure your actions, otherwise you're sailing blind.
Many Swiss healthcare SMEs publish without tracking their impact. Yet understanding traffic and conversion data is the key to smart investment.
Key indicators to monitor :
Number of visits to your site
Origin of traffic (Google, social media, Google My Business)
Appointment requests by channel
Most popular pages
Every 3 months, our agency holds a strategic meeting with our customers to assess the situation and, if necessary, readjust our strategy according to your needs.
6. Choose a partner agency that knows your environment
The healthcare sector is demanding, regulated and sometimes sensitive. Working with a generalist agency can expose you to errors of tone, wording and even non-conformity.
Why use a specialist Swiss agency like LANE Digital ?
Experience with Swiss medical facilities
Sensitivity to medical lexicon and confidentiality issues
Strict compliance with regulations: consent, legal notices, RGPD
Some of our customers in the health, medical, wellness and fitness sectors:
Swiss Medical Network (Private hospital group)
PeriVision (IA ophthalmic solutions)
ImmunoCare (Cancer treatments and autoimmune diseases)
ALTA Aesthetics (Aesthetic and regenerative medicine)
KOVE Medical (Fetal medical devices)
AC Immune (Biotech and neurodegenerative diseases)
OSCIMED (Respiratory medical equipment)
Path365 (AI-assisted telepathology)
Grape (health insurance)
7. Authenticity, your greatest asset
In healthcare, patients want professionals who are sincere, human and approachable. Show them who you are, your values and your approach to care.
Authentic content for publication :
Team portraits with anecdotes
Patient testimonials (with their consent)
Your commitments: ethics, ecology, inclusion
🎥 Chez LANE Digitalwe're regularly on the road to create content tailored to your business. This way, your online image reflects authenticity and confidence to your potential customers.
Common mistakes to avoid for Swiss healthcare and medical SMEs
Even with the best of intentions, certain mistakes can hamper your visibility or tarnish your image.
Top 5 pitfalls to avoid in 2025 :
Neglecting online reviews or responding too late
A site without a clear call to action
Overly technical or impersonal content
Ignore performance data
Outsourcing to an agency with no knowledge of the medical field
By working with a specialized partner like LANE, you can avoid these pitfalls while saving time and credibility.
Reveal your digital potential with a tailor-made strategy
Digital success for SMEs in the healthcare sector doesn't rely on miracle promises, but on a clear, appropriate and sustainable strategy. At LANE Digital, we believe that mastering online visibility doesn't have to be time-consuming or reserved for large organizations.
As a Swiss agency committed to the medical sectorour mission is simple: to free you from digital stress so that you can concentrate on what's important - your patients.
What if this was the right time to professionalize your online presence, while staying true to your values?
At LANEevery project begins with careful listening and is built up over time.
