Swiss SMEs in the medical, health & wellness sectors: 7 marketing tips to win more customers in 2025
- LANE Digital
- Apr 25
- 4 min read
What if your next patient could find you online without you having to dedicate hours to it? For Swiss SMEs in the healthcare and medical sectors, digital transformation is no longer a luxury reserved for large corporations. It's a prerequisite for existing, evolving, and making your voice heard in a world where healthcare choices are now made online.
At LANE Digital , a Swiss agency specializing in digital strategy for players in the medical sector, we support clinics, practices, therapists and medtech in building effective, human and measurable communication.
With dozens of successfully completed projects under our belt, 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 clients are looking for you: on Google
Before even talking about social media or advertising, your presence on Google My Business (GMB) is crucial. In Switzerland, more than 80% of patients consult online reviews before booking an appointment with a healthcare professional.
Optimize your Google My Business listing in 3 steps:
Complete 100% of the fields: exact address, opening hours, specific specialties, link to the website.
Add quality photos: waiting room, treatment room, team portraits.
Collect and respond to reviews: Responses show your professionalism.
💡 At LANE Digital , we integrate review management and GMB optimization into all our local support services.
2. Your website: your best salesperson, active 24/7
Too many Swiss medical SMEs still have a static, unclear, or difficult-to-navigate website on mobile devices. However, a well-designed site can convince an undecided patient in just a few seconds.
The fundamentals of a good website for Swiss SMEs in the health and medical sectors
Clear and responsive navigation
Well-segmented service pages (e.g.: Gynecology, Aesthetic Medicine, Physiotherapy)
Reassurance elements: diplomas, accreditations, patient testimonials
Visible CTAs: contact buttons, quick appointment booking, clickable number
💬 At LANE, we use tools like WIX Studio , Wordpress or Webflow to create intuitive interfaces, while integrating booking or chat systems.
3. Provide value with clear and accessible content
Producing educational content helps your patients better understand their symptoms, your specialties, or your methods. It's also a powerful SEO tool for ranking your site for long-tail searches (e.g., "how to relieve sciatica naturally").
Examples of high-performing content:
Blog: “Should we fear the side effects of hormone treatments?”
LinkedIn Posts: “3 Things You Don’t Know About Cryotherapy”
Instagram Reels: Introducing your studio or interviewing a therapist
Tip: Use the questions your patients ask you in the office as a source of content.
💡 At LANE Digital , we co-construct your editorial strategy with SEO-oriented writing and clear publication schedules.
4. Automate without dehumanizing: smart tools to save time
As a healthcare professional, your priority remains your patients. Automation allows you to delegate certain time-consuming tasks without compromising the quality of the human connection.
Recommended tools for Swiss SMEs in the health or medical sector:
CRM like OneDoc or MedicoSearch: centralization of patient files, automatic reminders
Monthly newsletter: news, advice, special schedules
Online appointment booking: integrated into your site and connected to your calendar
✔️ Result: Fewer missed appointments, more mental availability for your practice.
💬 At LANE , we train teams on these tools to ensure simple and effective adoption.
5. Measure your actions, otherwise you are flying blind.
Many Swiss healthcare SMEs publish without tracking the impact. However, understanding traffic and conversion data allows for smart investing.
Key indicators to monitor:
Number of visits to your site
Origin of traffic (Google, social networks, Google My Business)
Appointment requests by channel
Most viewed pages
Our agency sets up a strategic point with our clients every 3 months to allow us to assess the situation and possibly 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 general agency can expose you to errors in tone, wording, and even non-compliance.
Why use a specialized Swiss agency like LANE Digital?
Experience with Swiss medical structures
Sensitivity to medical vocabulary and confidentiality issues
Strict compliance with regulations: consent, legal notices, GDPR
Some of our clients in health, medical, wellness, fitness:
Swiss Medical Network (Private hospital group)
PeriVision (AI Ophthalmic Solutions)
ImmunoCare (Cancer and autoimmune disease treatments)
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, compassionate, and approachable. Show who you are, your values, and your approach to care.
Authentic content to publish:
Team portraits with anecdotes
Patient testimonials (with their consent)
Your commitments: ethics, ecology, inclusion
🎥 At LANE Digital , we travel regularly to create content tailored to your business. This ensures your online image reflects authenticity and trust to your potential customers.
Common mistakes to avoid for Swiss SMEs in the health and medical sectors
Even with the best intentions, some mistakes can hinder 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
Content that is too technical or impersonal
Ignore performance data
Outsource to an agency without medical knowledge
By working with a specialized partner like LANE, you avoid these pitfalls while saving time and credibility.
Reveal your digital potential with a tailor-made strategy
The digital success of healthcare SMEs isn't based on miracle promises, but on a clear, tailored, and sustainable strategy. At LANE Digital, we believe that mastering online visibility shouldn't be time-consuming or reserved for large organizations.
As a Swiss agency committed to supporting players in the medical sector , our mission is simple: to free you from digital stress so you can focus on what matters most — your patients.
What if now was the right time to professionalize your online presence, while staying true to your values?
At LANE , each project begins with attentive listening and is built over time.
