Healthcare marketing is the use of marketing strategies to reach new patients and improve the experience of existing patients. Healthcare consumerism has developed into a complex process of finding unique ways to interact with patients. Owing to the global Covid-19 pandemic, patients are now, more than ever, interested in their own healthcare journeys and their relevant medical providers.
Most services have shifted online, allowing more accessibility to their consumers. Hence, it is critical for dedicated medical providers aiming to engage new patients and retain existing ones, to develop an effective healthcare marketing strategy. The following strategies are eminent in ensuring consumer engagement and traffic.
Using Social Media
In today’s day and age, as the majority of patients conduct online searches before scheduling appointments, all service providers must maintain a solid social media presence. Social media allows consumers to learn about their healthcare providers, workplace practices, and cultures even before setting foot in their location.
Through posts that include regular updates, new innovations, medical advice, webinars, online events, interactive features such as links, and patient success stories, consumers are made to feel like a part of the organization.
In addition to interactive posts, accessibility is a major focus point for service providers. Publicly listing your phone number, website, address, and social media handles makes healthcare providers more accessible to patients.
Popular social media platforms today include Facebook, Instagram, and Twitter. In addition to the increased reach, most platforms incorporate free analytics that allows healthcare professionals to gauge who is engaging with their content.
Website for Patient Experience
Websites are another essential marketing tool that healthcare providers can leverage. Websites are accessible 24/7, regardless of your location.
Good website design is geared towards improving the consumer experience. Patients are quick to determine your value as a healthcare provider. Websites allow you to introduce who you are and your work, as well as answer common patient questions.
In addition to design, websites must be responsive and up-to-date, include contact channels to healthcare providers, and provide online booking and scheduling options.
Your website needs to have well-structured content in order to show up high on search engine rankings. For this reason, optimization, including on-page SEO, is eminent. Relevant keywords are used to drive traffic toward your website.
Keyword research and associated tools can help determine the right keywords for you. However, before conducting any keyword research, it is necessary to define your marketing objectives, and getting in touch with a digital marketing agency for doctors can prove valuable for your practice. They can help you determine the goal of every piece of content on your website.
Paid ads on platforms such as Google Ads, YouTube, and Facebook allow patients to notice healthcare providers when they conduct searches related to their services. Most services will enable you to decide between posting your ads locally and globally. Local ads are often more effective as patients prefer nearer care facilities.
Just like content marketing, you need to identify what you aim to achieve via your ads. Who is your ideal patient? What online platforms are they using? What assets do you have? These questions can help you decide on the right platform for you.
Most ads are in the form of images and videos. Although video ads tend to garner more business compared to image ads, other features such as free quizzes can also be used to increase engagement.
Search engine optimization uses keyword research while focusing on engaging local audiences. Online tools allow physicians to manage their online presence for their preferred search engine. To ensure that you’re getting the most from these services, pick the most accurate categories possible, fill out all your contact information, and include your location and the type of business you operate in the first sentence of your description.
It is common for new patients to be apprehensive when approaching new healthcare providers. The most effective way to counter this reluctance is to include patient testimonials, and in particular video testimonials, on your websites and social media.
Most consumers access healthcare provider websites via their smartphones. Hence, it is necessary to make information accessible for these users through optimization. This includes loading times and navigation accessibility and depends on the web host, your web designer, and website performance testing tools.
Patient Contact Information
Patients’ email addresses are a vital line of communication for healthcare providers, allowing you to circulate information, retain existing patients, and improve their experience. To grow your list and engage your consumers, you can host webinars and quizzes and offer exclusive content.
In addition to using all these marketing strategies, service providers must assess what is working, what needs improvement, and what can be discarded entirely. This includes tracking advertising campaigns accurately and adjusting your budget according to new focuses.
Healthcare marketing is constantly evolving, allowing more opportunities for professionals to engage with their audience. Equip yourself with the right strategies and tactics to better the consumer experience and connect with your patients more.
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