This is a complete guide of digital marketing in the healthcare industry.
In this all-new guide, you’ll learn all about:
- How digital marketing affect the healthcare industry
- Develop an understanding of healthcare consumers & patients
- Lot’s more
So if you are a medical doctor, dentist, health practitioner, pharmacist, nurse practitioner, healthcare marketer, and physician you should get a lot of value from this guide today.
How Does digital marketing affect the healthcare industry?
Online reputation plays a determining role in establishing and maintaining a relationship with current or potential patients.
Increasing the number of people who interact directly or indirectly with that company leads to increased brand visibility and effective digital promotion.
The Internet has made it easier for consumers to give a review or to comment on something.
Thus, we can see a growing trend of people who rely on such reviews.
An increasing number of patients choose to rely on existing assessments of doctors or clinics when it comes to making a decision regarding the choice of medical service.
More and more patients are looking for a doctor and choosing him “on the internet”. The Internet has opened the way for new opportunities in healthcare marketing.
Social networks are frequented daily by millions of users worldwide, so digital media is the direction that all companies are taking when planning their marketing strategies.
While many industries have embraced digital marketing as a means to reach and more effectively communicate with their target audience, the healthcare sector, in particular, has been slow to adopt digital strategies.
For starters, healthcare faces some unique challenges, including patient confidentiality and privacy concerns (with potentially hackable electronic systems) as well as complex data systems that are often incompatible with third-party solutions.
Many healthcare marketers face the added challenge of dealing with hospital marketing departments that are reluctant to change.
But the fact of the matter is healthcare marketers have an unprecedented opportunity to leverage digital marketing to drive market share, create transparency, improve performance, and engage patients.
Definition of Digital Marketing
In simplest terms, digital marketing means marketing your products and services using the internet and digital media as the medium.
Digital marketing is sort of an umbrella term that includes all the modern marketing strategies.
We are talking about marketing tactics that involve reaching out to the target customers through online marketing (Internet, mobile phones,) and social media marketing (Facebook, Instagram, Twitter.
Why digital Is The Best Healthcare Marketing Strategy
People are searching the web right now for a hospital or treatment center like yours. Will they find you or one of your competitors?
Currently 71% of millennials prefer both scheduling online and receiving digital reminders, but they won’t be alone for long.
Online booking is becoming a necessity, and Accenture predicts that by 2019, 66% of health systems will offer self-scheduling and 64% of all patients will use self-scheduling.
How does your website stack up against your competitors?
Before you decide to invest your time and resources in strategizing, it is important that you understand the digital marketing basics regarding the various platforms.
An effective marketing strategy can incorporate a variety of components like:
- Website design
- Search engine optimization
- Social media advertising
- Social media management
- Pay-per-click advertising
- Email marketing
- Content marketing
Engaging with each (or any!) component in the right way Will grow your brand’s presence online in a powerful way.
Develop An Understanding Of Healthcare Consumer & Patients
In order to understand the impact of digital marketing in healthcare, it’s important to first understand today’s healthcare consumer.
77% percent of online health seekers say they began their last session at a search engine such as Google, Bing, or Yahoo; another 13% say they began at a site that specializes in health information, like WebMD.
What these statistics show is that healthcare consumers and patients are increasingly seeking out health information via digital media.
So what does this mean to the modern healthcare marketer?
As noted in an Advice Media article, the healthcare industry can amplify its audience reach through digital marketing tactics such as search engine marketing, social media, and mobile marketing.
Hospitals and other healthcare providers that employ search marketing techniques, such as website optimization, will rank higher in search results, and therefore be seen by more Internet users.
In addition to search marketing, social media also allows healthcare marketers to more effectively reach consumers with relevant health information.
92% of consumers say that they trust social media and recommendations from friends and family above all other forms of marketing or advertising, especially for health information and health provider recommendations.
It’s important to note that patients who search the web and engage on social media are often accessing these platforms on their smartphones.
Patients are looking for both information and good user experience when they interact with a hospital or healthcare provider online.
Healthcare marketers, as a result, must make it a priority to strengthen their mobile presence.
With Digital Marketing Healthcare Marketers Can Reach The Right Patient With The Right Message At The Right Time
In order to fully leverage digital marketing channels, healthcare marketers need to be sure they have the right data in place to create personalized, relevant patient messaging.
The idea is to reach the right patient with the right message at the right time.
The obvious question is: How can hospital marketing departments find this information?
With a centralized data hub – that pools specific demographic, social, and behavioral information – in place, marketers can use consumer data to determine patient communication preferences in order to make the greatest impact.
Consumer data shows, for example, that some patients prefer accessing the information on websites or patient portals, while others prefer social media or mobile apps.
By leveraging patient information collected and analyzed in this type of data hub, marketers can create personalized communication strategies used to attract and retain patients.
The end result is, of course, increased patient engagement, which ultimately leads to a healthier society overall.
Now It’s Your Turn
The healthcare sector may be lagging behind other industries when it comes to digital marketing tactics and strategy, but that doesn’t mean that the opportunity isn’t there for healthcare marketers to leverage digital to engage patients.
By incorporating digital marketing into existing marketing tactics, healthcare marketers can develop an understanding of consumers and patients and extend their reach across search, social media, and mobile.
The key is to take advantage of the wealth of consumer data they have gathered across various channels and target patient messaging accordingly.
That’s all for my guide to the impact of digital marketing in the healthcare industry.
Now I’d like to hear from you:
What tip from this guide would you want to go out first?
Let me know by leaving a comment below.