Former BBC Radio Five Live head of online Tim Benjamin said the healthcare industry was not taking advantage of the techniques, which are aimed at improving search engine rankings.
Benjamin was speaking at the inaugural Going Digital eMarketing Seminar 2008 last week, organised by healthcare PR shop DeFacto Communications on behalf of client BioMed Central.
'The healthcare sector has been slow to use the opportunities open to it through digital marketing,' said Benjamin. 'There are big opportunities for the industry, particularly in the over-the-counter and devices sectors, for using search marketing.'
He went on to say that healthcare PROs should be doing more to ensure that relevant words appear on their websites. They should also consider making content as relevant as possible for other sites to link to, which could also affect their company's place in the list.
Benjamin now runs digital consultancy Device.