7 Digital Marketing Tips for Healthcare
The Internet has changed the way people engage with healthcare these days.
Like many other industries, new and emerging technologies have made their way into the healthcare space as well.
From telemedicine to virtual reality, technology has now become an integral part of the healthcare industry today. Patients have also become a lot more tech-savvy than they were before.
And for those reasons, digital marketing is no longer an option for the healthcare industry, it is a necessity.
Did you know 90% of patients use online reviews to evaluate doctors and healthcare professionals?
So, if you are in the healthcare industry and still don’t have a strong online presence, it is time to start now.
And, you need a strong healthcare marketing strategy to create a strong digital presence.
In this blog post, we will discuss healthcare marketing and marketing strategies that actually work.
What is healthcare marketing?
There are 70,000 healthcare searches on the Internet every minute. Digital marketing is an excellent way to stay connected with existing and prospective healthcare consumers whenever they are in need.
Why is healthcare marketing important?
Healthcare professionals have a lot on their plate, and marketing is not always their top priority. 82% of patients search online to find a healthcare provider.
It is quite evident that the first interaction anyone has with your practice is most likely a result of an online search.
There are over 784,626 companies in the US healthcare sector. If you want people to find your practice, it is imperative that you market your services.
Global healthcare spending is expected to cross the $10 trillion mark by the end of 2022. Hospitals, clinics, doctors, and other health professionals are asking the question- “If the patient needs a medical professional, why not you?”
Digital marketing can also establish you as a thought leader by positioning yourself as a medical authority.
It will show your patients that you are ahead of the rest and the best in terms of medical care.
Healthcare marketing can also play a key role in enhancing the patient experience. Familiarity makes patients trust their healthcare providers more and feel comfortable going to them when a medical issue arises.
It can also empower healthcare consumers to make smarter decisions, creating better outcomes for both healthcare brands and patients.
Digital marketing for your healthcare brand can also help expand and retain your existing customer base, and build loyalty among your healthcare customers.
It can also help you generate more qualified leads to drive your revenue. Digital marketing can also play a key role in building your brand and improving your online reputation.
So, what are some of the strategies you should use for healthcare marketing? We have put together 7 healthcare marketing strategies that actually work.
7 marketing strategies in healthcare that work
When it comes to healthcare marketing, there are a variety of strategies that you can use to reach new consumers and build your brand.
Here are our top seven strategies:
1. Leverage social media
79% of users turn to social media for specific health-related information. 97% of social media users turn to Facebook for health-related information.
Going by these statistics, it is extremely important that you create a strong social media presence.
Having a strong social media presence helps you engage with people. It also improves your brand reputation by building social proof.
However, it may not be a wise move to try and create a presence on all social media platforms at once. Instead, you should try and create a stronger presence on platforms that a majority of your audience use.
As of April 2022, there are 2.9 billion people worldwide who use Facebook daily.
It has an extremely wide reach and can help you build lasting connections online, gain referrals, and reach out to people looking for expert help.
Facebook works across the entire marketing funnel and helps you reach consumers that traditional marketing methods can’t reach.
Billions of people use Facebook daily and targeted Facebook ads can significantly increase your chances of reaching these people.
The Facebook advertising platforms also give you a plethora of reports and analytics to help you understand how your ads are performing.
Using these insights, you can adjust your ads for greater efficiency, instead of letting your investment go waste.
YouTube is another powerful social media platform that can help you grow brand awareness and reach a wider audience.
Plus, Google owns YouTube.
Having a strong presence on YouTube means that your content gets high priority on Google search pages.
Creating videos on a variety of subjects can help you reach millions of viewers and establish a successful YouTube channel.
Investing in short-form ads on YouTube can do wonders for your channel and brand. Ensure that you target your audience with relevant content that offers value.
Besides being cost-efficient, YouTube ads are also highly targeted. You can get extremely detailed with these ads trying to reach the exact audience you want.
With more than 2 billion monthly users, YouTube ads also give you incredibly fast results.
YouTube ads put you in front of billions, which means you get more ad clicks, more website traffic, and gain more consumers over time.
For marketing strategies in healthcare to work, you must deliver trust with clarity and credibility. And LinkedIn can help you do just that.
The presence of the healthcare industry on LinkedIn is increasing at a rapid rate.
LinkedIn is a powerful networking platform that helps you stay active in the industry and establish yourself as an expert in your field.
Recommendations on your LinkedIn profile from patients can add proof to your credentials and social identity. These recommendations also speak volumes about your reputation as a brand.
The Groups feature of LinkedIn is a great way to share information, news, and tips with professionals who have similar specialities or interests. It is also an excellent way to establish yourself as an authority in your space.
With Instagram posts, ads, reels, and stories, your healthcare marketing strategies can really benefit from the many features of Instagram.
You can use Instagram ads to attract new patients, and use the photo-sharing platform to show off your organization and its culture.
You can also use the platform how daily life on the job looks like to attract potential employees.
Tutorial videos, testimonials, and introductory video posts could be a great way to widen your reach. You can also use the platform to promote research conducted by your employees or share inspiring stories about your patients and their families.
Sharing relevant content on Instagram, such as educational content and tips can also add value to people’s lives, helping you widen your reach.
If you work in the mental health sector, you can post motivational quotes and uplifting tips to provide the comfort that people are looking for.
The number of healthcare professionals on Twitter is increasing rapidly. Twitter announced its partnership with Publicis Health Media recently, integrating key healthcare conferences throughout the year.
Therefore, more people would be able to keep in touch with relevant announcements even if they are unable to attend these conferences in person.
If you are still not using Twitter, you should consider doing so. It is an excellent platform for reputation management, creating a community, thought leadership, and better targeting.
Twitter should be a part of your marketing strategies in healthcare because you can share your articles or retweet others on the platform.
You can also share conference snippets, medical journal articles, blogs, whitepapers, and so much more.
You can curate a wide variety of healthcare-related information on your feed, adding value in terms of information.
You can also generate healthy engagement levels with your consumers using Twitter.
For example, if you sell any healthcare products, you could create a separate page for it providing specific tips, advice, or support for your product.
2. Use videos to engage with your audience
For medical practices and hospitals, videos could be an effective way to engage with your target audience.
It is also a great way to educate patients as well as build trust with prospective consumers even before they have availed of your services.
Investing in video marketing is essential for another reason too. Google and other search engines place videos at the top of their result pages every time someone searches for something.
Using video content can help you rank at the top of online searches creating more visibility for your healthcare brand.
Videos are by far the most popular type of content available on the Internet. In 2018, people watched an average of 10.5 hours of videos online. In 2022, that number has increased to 19 hours.
Videos also improve engagement, SEO ranking, and conversions, and offer greater ROI.
So, what kind of videos work best for healthcare marketing?
According to McKinsey, a multi-channel approach is the most preferred for healthcare brands. It means that you should be creating video content for your website and social media platforms simultaneously.
Ideally, you should create a list of topics that you want to create videos on and then customize them for each platform. For instance, you may want to post a detailed video on YouTube and on your website.
However, for Instagram, you may want to create a shorter reel of the video.
Educational videos are the most popular kind of videos you can make. You can not only clarify concepts for your patients but also establish yourself as an expert, helping you grow your services.
Medical professionals can create a fairly strong online presence through educational and entertaining content.
However, if you are a healthcare institution, you may also want to create promotional content about your facility.
You may also want to include doctors’ profiles or an introduction to other professionals that work at your facility.
3. Invest in online ads
Paid ads, especially Pay Per Click advertising, should be an essential part of your medical marketing strategy.
Online ads can help you get notices when prospective patients look online for information on healthcare or medical conditions.
There are nearly 70,000 healthcare-related searches every minute and a billion healthcare-related questions asked on Google every day.
If your business is not appearing in these search results, you are losing billions of opportunities each day.
Pay Per Click advertising is a service offered by many search engines and social media platforms.
Google AdWords is one of the most popular examples of PPC advertising.
If you go a Google search, you will notice that paid ads appear on the top of any search results page. Say, you search asthma on Google.
Generally, you will find that the top links belong to healthcare organizations such as Cleveland Clinic or Mayo Clinic.
However, paid Google ads appear on top of such links. Is there a better way to increase brand awareness and visibility for your healthcare business?
Before investing in paid ads, be clear about what you want to achieve with your ads.
Do you want to drive more traffic to your website or increase the number of appointments at your healthcare facility?
Being clear about your ultimate goal will help you determine whether you would like to post your ad globally or locally.
If you want to increase the number of appointments, you may want to focus on local ads. For increasing website traffic, you may want to invest in global ads.
Besides Google ads, it is also a good idea to use YouTube and Facebook ads to promote your healthcare services.
These ads can also help increase your patient base and should definitely be an integral part of your marketing efforts. Paid ads can be an excellent way to disseminate useful information as well as improve public relations.
4. Up your content marketing game
82% of marketers invest in content marketing and 81% view it as a core business strategy.
The content on your website provides useful information to your patients but also drives organic traffic.
However, content also plays a key role in search engine optimization and helps your website rank higher on SEO result pages.
The top page listed on a Google search page receives nearly 32% of all clicks. 75% of people never go beyond the first page of a search result.
If your website is not appearing on the first page, you are essentially missing out on 75% of opportunities. For that reason, healthcare marketers are now focusing on creating a strong content marketing strategy as well.
However, it is important to determine the purpose of your content.
You may want to set up an informative blog if your purpose is to provide useful information to potential patients.
For better visibility, you should use keywords that can help drive move traffic to your content. For instance, 46% of all Google searches are for local services. So, you may want to use keywords like “doctors near me” or “doctors in your area” for improved local SEO.
User experience and SEO go hand in hand. Implementing a local SEO strategy is essential for scaling your healthcare business.
Unless your healthcare facilities offer a hard-to-find treatment, most of your patients would be local or from nearby areas.
For improving local SEO, you should consider using keywords that are specific to your area. For instance, you run a physiotherapy clinic in London.
You may want to include keywords such as “physiotherapists in London” or “back pain relief in London.” The content on your website should also be optimized for local SEO. Having a user-friendly and responsive healthcare website is also important.
5. Make your website mobile-friendly
All digital marketing strategies focus on driving traffic to a website besides other objectives.
For businesses in the healthcare sector, it is even more important that patients have easy access to information, products, and medical services.
With the number of smartphone users on the rise, it is extremely important that your website is also mobile-friendly.
Today’s consumers use their mobile for telehealth services and for scheduling appointments. How can you facilitate all that if your website is not optimized for mobile?
One of the major changes that you may have to make is changing your web host. Some hosts offer better speeds, and a fast-loading website is essential for a positive user experience.
Did you know a mere 1-second delay could reduce the number of views on your website by 11%? A 1-second delay could reduce customer satisfaction by 6% and the conversion rate by 7%.
Is your website difficult to navigate? The modern consumer expects your website to work just as well on the mobile as it does on the desktop.
You should consider re-designing your website for streamlined navigation and introduce features that are likely to increase your website’s usability.
It is also one of the best practices to test your website for performance issues.
You should test your website for average response time, error rates, and so on. Improving these metrics could significantly improve the experience of your mobile website.
6. Invest in email marketing
Email marketing is an important part of an effective healthcare marketing strategy.
Most healthcare businesses focus on potential customers who have begun their healthcare journey.
However, you are missing out on opportunities by not reaching out to people who have not yet started looking. Email marketing is a cost-efficient way to deliver health information or valuable information about medical help available locally.
It is also an efficient way to maintain communication with your current patients by delivering appointment reminders or other important information.
Health-related emails have a 23.46% open rate, and a high click-through rate of 3.62%.
You can include a lot in your email marketing plans, such as welcome emails, newsletters, and the latest news in the healthcare field.
For a successful email marketing campaign, you must focus on personalization and segmentation.
By segmenting your target audience into smaller groups, you can send them more targeted emails.
Sending relevant information to the right people plays a huge role in the success of your campaign.
7. Understand the power of landing pages
Landing pages are beneficial for both your business as well your patients. In this digital era, consumers are becoming increasingly tech-savvy.
That is why the Internet is viewed as the best source of information for clinical data, medical organizations, or information on any health problem.
Patients are a lot more aware of their specific needs.
Therefore, they are not looking for a general page with lots of services. Instead, they are looking for specific information which you can deliver through your landing pages.
Having different landing pages dedicated to different services you offer could help you drive traffic more efficiently. You will also be able to monitor the effectiveness of your landing pages better.
The landing page you create should contain a description of the product or service being offered.
You may also include contact information such as phone numbers or email addresses.
However, having a call to action on your landing page is extremely important so that it encourages people to contact you for more information or schedule an appointment.
As a healthcare business, you are always looking out for the best ways to upgrade your health systems and patient care.
However, you need revenue for that.
Hanging digital signage outside your facility is not enough to attract consumers. You need strong marketing strategies in healthcare to do that.
An effective healthcare marketing strategy involves many aspects, such as email marketing, content marketing, creating a responsive website, search ads, leveraging social media channels, and so on.
For building more connections in your health networks, you also need to create a strong online presence. And for that, an effective digital healthcare marketing strategy is key.