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Finding innovative ways to engage with patients wherever they are on the patient care continuum has become a sophisticated process in healthcare marketing.
More than ever, patients want to take control of their healthcare and educate themselves about what you do and how you do it. Creating an efficient healthcare marketing strategy is crucial to reach and inform existing and potential patients.
Healthcare marketing aims to attract new customers to the industry, guide them through their healthcare journey, and maintain their interest in the healthcare system, service, or product.
Almost every type of healthcare business is active in the market, including health systems, hospitals, multilocation providers, solo practices, pharmaceutical companies, medical device producers, health plans, consumer brands, and others.
The most effective healthcare marketing strategies combine multi-channel, extremely focused, and localized online and offline initiatives to promote growth and engagement. They are all centred on key performance indicators and return on investment specific to the market.
We have laid out these healthcare marketing strategies because knowing where to begin and what to do in healthcare marketing can be difficult.
Today’s consumers look forward to interaction on their terms. A top-notch healthcare marketing strategy must take the patient experience into account. It is also important for your system to allow patients to access your health system through their preferred media.
Start by listing the locations where patients frequently contact your healthcare system. These initial touch points, also known as the digital front door, may include websites for your health system, directories of other doctors, or your engagement centre, to name a few.
Its website is one of medical practice’s most crucial digital health marketing tools. The user experience and providing clear and immediate value when a patient enters your website are the focal points of great medical website design. Tell your patients about yourself and what you do. To encourage conversion, provide value, and respond to queries.
Whether a website is accessed from a computer, tablet, phone, or other mobile device, the experience is the same because responsive websites automatically adjust to the size of a screen. It is now standard practice for website design. However, more than that, search engines scan every medical website for it when they crawl it to determine how and where you will rank.
Your medical practice or hospital network can rank highly in search engines using search engine optimization. It is much more complicated than most people realize, though.
Utilizing the best phrases and keywords will help Google understand the websites for your healthcare organization. By concentrating on organic SEO strategies, you can rank for the right, pertinent, and appropriate healthcare-related search terms (such as medical conditions and professional healthcare treatment). However, you must also naturally incorporate those terms into your content because Google prioritizes readability.
Too many hospitals and medical practices base a sizable portion of their digital healthcare marketing strategies solely on social media’s organic content. Organic social media refers to posting content directly to Facebook, Twitter, or YouTube, such as images, updates, events, etc. It is a legitimate brand-building tactic and informs patients about recent developments.
Even if you are not connected, paid social media advertising is a better way to reach much larger numbers of the right people looking for your services. Let us face it: Unless they are already active with that group, people rarely share online content from local healthcare organizations.
Health care is very individualized. We are unlikely to be interested in reading about a topic unless it directly affects us. The marketing tactics that concentrate on a particular problem within a niche community are the most successful. This could involve developing an online landing page, a printed list of symptoms, a brief presentation on condition management, or even a podcast targeted at those who care for people with dementia or cancer.
When you identify the ones that are most effective for a particular niche community, expand their use among other patient populations and geographies. A community is more likely to use and share content that is more relevant to them.
Customers will not purchase goods or services they do not recognize or believe in. Similarly, customers will not pick a hospital or care team they have never heard of. Make sure to devote sufficient money to brand building because doing so helps lower overall cost-per-acquisition.
Consider what makes your healthcare system distinct and what appeals to customers. Is the care of a high calibre? Caring employees? Advanced technology? A high level of confidence? Create marketing campaigns to raise awareness of this important factor and activate your brand. One of the best ways to develop a trustworthy brand image is to highlight your hard-won quality accomplishments.
Consumers consider patient reviews important or somewhat important when making a medical decision. Most patients hesitate to entrust you with their health until they have heard positive reviews from others. This makes it crucial for health systems to ask happy patients for recommendations.
However, it is inevitable to get a few unfavourable reviews. Health systems must respond to these reviews in a HIPAA-compliant and sympathetic manner to maintain their reputations. Even if a patient provides a brutally honest evaluation of their experience, do not forget to thank them for their input, respond to their concern directly, and explain how you intend to address it.
The way healthcare professionals must now market and provide their services has undergone a significant change due to healthcare consumerism. Consumers today anticipate a healthcare experience that is as cutting-edge and technologically sophisticated as any other sector.
To stay competitive and avoid falling behind, hospitals, health systems, and medical practices must adapt to meet these changing needs. A solid health marketing strategy can help keep your healthcare brand at the forefront of consumers’ minds.