Here are some of the key strategies in order to explore your organization can execute to gain the upper hand in the new healthcare marketing landscape.
1. Be online to gain attention.
Undoubtedly — attention has shifted to the internet. In fact, 88 percent of U.S. adults use the internet today, in contrast to merely 52 percent in the year of 2000, according to data from Pew Research Center. And this trend is not restricted to youngsters: People of USA age 65 and older have been identified as the demographic with the fastest internet usage adoption rate since the year of 2000.
Prospective sufferers are now more inclined to utilize the internet to look up information regarded with their healthcare. In accordance with the report of Google, one in every twenty Google searches are for health-related information, and a Pew Research Center survey discovered that 62 percent of smartphone users have looked up health data on their phones within the last year.
The recommended way for healthcare agencies to reach their perfect audiences and increase the awareness of brand is to go where sufferers are already dedicating their attention. They require investing in more online marketing efforts and claiming a presence across several digital channels, from their websites to search engines to the platforms of social media such as Facebook and Instagram.
2. Consider the online experience of patient.
Don’t forget, online user experience matters a lot— just like sufferer satisfaction matters in the treatment room. In several cases, prospective patients will research services of your healthcare and facilities online before scheduling and booking an appointment. If their 1st experience communicating with your organization is a negative one (even if it is online), they might be left with a worse impression and choose another well suited provider.
Some of the few queries to consider are as follow:
The key to efficacious healthcare marketing is tracking information and utilizing that data to make better the results.
This is a usual struggle for the marketers of healthcare— specifically those who heavily invest in conventional marketing channels like television, radio and billboards, which are harder to trace from a patient-conversion perspective.
The good advantage of digital marketing is the transparency behind it, as marketers can trace how their users are really interacting with their digital campaigns in real time. They can trace the metrics like time spent on the page, numbers of pages viewed, clicks and conversions.
Data-driven marketing isn’t just significant for validating the efforts of current marketing -- it also gives worthy insights into how campaigns can be fine-tuned for better outcomes down the road.