Medicine and health marketing are customer-focused approaches that use multiple platforms and carefully curated strategies to promote and protect overall health. A study conducted by McKinsey suggests that healthcare aspirants more or less have the same expectations from medical and healthcare companies as they do from any other company. Nowadays, patients are increasingly interested in learning about medicine and healthcare practices. For this reason, it is crucial to draft an advertising plan that reaches a wide audience and educates them.
What is Healthcare Marketing?
Successful health marketing in the industry designs and implements strategies targeted toward educating and engaging patients on their healthcare journey. They do so through SEO, a responsive website, digital advertising, content creation, pay-per-click advertising, and many more. The most effective type of marketing is focused more on the patient, for instance, what information they want to know, and then builds on the current relationship.
While the main goal of healthcare providers is to offer top-notch health services, it is also an important priority to offer a positive user experience. The average patient today looks for healthcare companies that offer the best value for money, positive reviews, and excellent customer service.
Benefits of Health Marketing
Increases Current Target Market
In essence, marketing aims to increase the current clientele and boost sales. Not only should it retain existing patients, but it also increases the company’s local reach, which will bring in new patient referrals.
Improves Visibility and Reputation
Health marketing also improves the company’s online and offline visibility. A healthcare provider that is more visible in a positive light will ultimately build a solid reputation among consumers. Once people are satisfied with your practice, they will continue to visit rather than look for a new practitioner.
What is the Best Healthcare Marketing Strategies?
Healthcare marketing can be an overwhelming concept due to the availability of endless tools, platforms, and channels. There are both traditional and nontraditional options to choose from, which include:
Use Email Marketing
Email marketing is still one of the most efficient ways to reach potential patients and share the content you’ve created. Not only does this type of marketing provide necessary information to potential clients, but it also addresses their queries. Make sure to customize your emails so they don’t feel auto-generated and engage the customer.
Invest in Ad Extensions
Using Ad extensions can allow your healthcare company to provide patients with more information before clicking on the ad. For instance, if you are located in multiple cities, you can use the location extension to help consumers find your nearest location faster. Ad extensions that include your phone number, location, and capabilities can help your organization reach a wider audience and help those in need.
Focus on Patient Reviews
Nowadays, many people don’t even try a new restaurant before reading the reviews, let alone trust a company with their health. Positive reviews matter and can quickly make or break your brand reputation. 92.4% of consumers read online reviews, and reputation is highly valued. A study from Software Advice shows that 71% of patients start their healthcare search with the help of online reviews. Make sure that your website and other social media platforms have enabled the online review option. Otherwise, it can look quite suspicious to visitors. In case you get a negative review, respond to patients politely and try your best to resolve the issue rather than getting defensive.
Use the Right Marketing Technologies
As a healthcare organization, investing in the right marketing technologies will go a long way in furthering and executing your marketing plan. These technologies include:
- Customer Relationship Management – A tool that combines patient data from different sources to help marketers develop, implement, maximize, and assess healthcare campaigns.
- Content Management System – Content is one of the driving forces of digital marketing. A content management system organizes and updates health and medicine content to make sure that it falls in line with the company’s strategies. This tool can also help recycle and repurpose content to help companies be more proficient.
- Content Automation – This tool allows companies to schedule their content delivery to the right patient at the right time. The results of content automation software impact CRM data to ensure that every customer receives authentic and precise data.
- Pay-per-click advertising: PPC provides healthcare companies with the right keywords that people search for. These keywords can provide valuable information that’s greatly beneficial to your company. Let’s say that your hospital purchased new ECG machines that employ cutting-edge technology, and now you need to write a long blog post about how to maintain cardiovascular health. You can use Google Ads that provide you with the right keywords related to heart and heart health and then use those within your content. You can use PPC to generate content writing ideas if you’re running out of blogs or writing pieces. You can then use the same keywords to draft pieces and post them on your online platforms.
In addition to using modern digital marketing techniques for your healthcare practice, you can also use the traditional advertising approach using print media, billboards, and TV and newspaper ads. However, this approach should be combined with digital marketing and not solely relied upon since it covers a smaller audience.
Health marketing is one of the most important components for the success of a healthcare business. Many tools, techniques, and platforms can help hospitals and practitioners reach the right people in the quickest, most effective way. Knowing which resources to use and when to use them will help your business go above and beyond the competition. Combining traditional advertising methods with modern techniques can optimize the company’s reach, but it can be an overwhelming process. Hiring a marketing agency that specializes in providing these services can prove to be a worthwhile investment with long-term pay-offs.