A decade ago, healthcare wasn’t something you would immediately have associated with the internet. Not only was the internet not trustworthy, but there was also no content related to healthcare on the internet. The only source for all information regarding your health was either your doctor or the library.
This has all changed since then. Healthcare is increasingly moving not merely to the internet, but to the palm of your hands through your mobile phone. Online prescriptions, online consulting, online pharmacies, and much more have become the norm. The first source for advice on one’s health is increasingly becoming the internet, and there has also been a corresponding increase in healthcare content on the internet. People are making money online by creating content related to healthcare.
This is where strong digital marketing strategies should be laid out to ensure positive results. Healthcare organizations can put up a marketing team of their own or opt for digital marketing service providers like Prevention Digital that specializes in the healthcare industry.
As the healthcare sector moves online, there is also a need for healthcare marketing strategies to consider this as a factor during planning. The following are ten tips for planning a healthcare marketing strategy.
1. The New Audience
It is important for healthcare providers to understand that their audience has changed. In fact, it has not only changed, but it has expanded. The increasing number of people rushing online for their healthcare needs have a different way of looking at healthcare services, and hence must be marketed these healthcare services accordingly. Today’s audience compares features among healthcare providers online and wishes for features such as online scheduling, bill payment, prescription renewal, and doctor profiling. These services and features are of great interest to people and give a healthcare service a considerable edge over others of the same kind.
2. Designing Your Website
Your website is the portal that your customers have access to before all other features. It is hence extremely important that the design of your website is simple and uncluttered. Your user must be able to use it easily regardless of experience level with using online healthcare websites. It is important to remember that it is older people who might need to access these services more than others. All your features must be easily accessible as well as identifiable. Your most accessed features must be located at a place on the webpage where any consumer can gain access to them easily.
SEO or Search Engine Optimization is an extremely important factor in ensuring that your website is accessed by the greatest possible number of people. When SEO elements are added to your website, it appears earlier in search results on various search engines, which is bound to increase the number of users that access it. It is hence important to highlight the main features of your brand continuously on your website.
Online advertising is a booming industry. Advertising can be done through video ads by making videos using as simple a set of tools as a YouTube video editor, or through simple Google ads that redirect to your website. These advertisements can be an important source of income for your website by gravitating a greater number of users to the website. This significantly helps drive up the user base of the website, and hence also revenues.
5. Social Media
Billions of people access social media every day. Over the past few years, social media has become a goldmine of reach for advertisers. You can clearly define your target audience and customize your content as per the needs and preferences of your audience. Social media marketing is also relatively cheaper and helps ensure greater reach for your website than general Google marketing.
6. Video Creation
Video marketing is an important form of marketing for all companies regardless of field and industry. Video creation is not just a very effective way of marketing and putting your message out, but also among the cheapest. Software like Video Creek is used extensively to create advertisements at nominal prices or even for free, saving significant amounts of marketing costs for companies as well as helping them make impactful advertisements. Videos are an old form of media and even advertising, but YouTube and Facebook advertising are growing by leaps and bounds, video marketing is ground very few would not attempt to mine.
7. Email Marketing
Email marketing is a form of marketing that has grown in tandem with the growth of the internet and with healthcare services moving online. Email marketing can be taken advantage of specifically by healthcare services, through the use of referral requests, appointment reminders, newsletters related to health, tip sheets, and many more types of content. Users do not mind this content as much as they do marketing emails; they hence serve the marketing and information purposes appropriately.
Reviewing is the main activity that has led to the growth of e-commerce and online services. Amazon used reviewing to propel the growth of online retailers worldwide. Multiple services like Yelp and restaurant aggregators have used reviews to increase the usage of services online. This can also be done by healthcare providers. Services, as well as healthcare personnel and institutions, can be rated, hence providing potential customers with a fair idea of the kind of service that they can expect.
We have all seen chatbots on websites. These chatbots and even manual messaging centers can be very useful for healthcare providers. This also increases the user’s trust in your service and increases the chances of retention. If they can be configured and taught to provide healthcare advice to users sitting at home, users are bound to come back and access these messaging services repeatedly.
10. Data Analysis
Data analysis is the most important tool in the marketing of services online. Your key performance indicators must be set in stone, and your marketing strategy must be planned around these indicators with a set goal. These indicators may be the number of website visitors, the total revenue, the admission and readmission rates, or any such quantifiable value. Healthcare providers can benefit immensely from this analysis based approach to marketing, as it helps maintain focus and also allows for flexibility in the strategy in order to attain goals.