The healthcare industry is rapidly changing due to the expectations and needs of clients. Around 80% of internet users turn to the internet for guidance in solving their healthcare issues. This includes people in dual diagnosis treatment centers, hospitals, nursing homes, and other healthcare facilities.
Given the size of the audience and its reliance on technology, it is important to know the best marketing strategies in the healthcare industry. Here are 10 tips to help you out:
1. Micro Moments
Micro-moments happen when people turn to a device, often a smartphone or a computer, to learn, do, discover, watch, or buy something. A few micro-moments in healthcare include the following:
- Consumers often seek help from the internet for information about their ailments.
- Searches for “near me” medical facilities have been on the rise for the past few years.
- People conduct general searches for medical services and then do more in-depth searches to find trustworthy care.
- Healthcare providers need to make information easily accessible so that new clients can schedule appointments.
To succeed in the healthcare industry, it is essential to be accessible during consumers’ micro-moments. We all know people will continue to request more personalized, useful information and will want it quickly, so make sure you are ready.
2. Healthcare Websites
Your website is an important tool when it comes to marketing in the healthcare industry. Your website is how your customers will interact with you, receive important updates from you, learn about the services you offer, and much more. You will be judged by your website. A few popular options on healthcare websites may include:
- Virtual visits with medical professionals
- Easy access to medical records
- Customized patient portals
- Online appointment scheduling, prescription renewals, and bill payments
- Communication with medical professionals
- Information about finding specialists
- Videos, articles, and other content
Along with the above offerings, consumers will expect your website to be fast, secure, and mobile friendly (viewable on different devices). In addition, you will want to make sure your website uses search engine optimization (SEO) techniques.
3. Healthcare SEO
Although some marketers say that SEO is dead, this is not true. It is essential for healthcare companies. A large percentage of consumers turn to internet search engines when they are looking for answers to their medical issues and queries.
Using a few key terms may allow search engines to find and refer to your site when people search for medical issues. This is the main reason you should consider including SEO in your healthcare marketing strategies.
4. Social Media Marketing Rules
It is also essential to follow rules for social media marketing. As a healthcare facility, you should make sure that you are active on social media platforms such as Twitter, Facebook, Instagram, and others. This activity could expand your outreach and make it easier for potential clients or customers to find you.
5. Video Marketing
Many healthcare facilities do not recognize the value of videos. However, you should know that people do not want to sit and read every page on a website. They may find it easier and more convenient to watch videos. This is something you might want to consider when marketing your healthcare facility.
6. Avoid Data Overload
Data overload is another thing you need to consider. When you are marketing your healthcare company, you want to give current and potential clients enough information without overwhelming them. Achieving this balance may be one of the most difficult parts of marketing in the healthcare industry.
Picking and choosing which healthcare data to share can be challenging. However, the best way to decide would be to limit the data to Key Performance Indicators (KPIs). KPIs are the data points that give a bird’s-eye view regarding how well the company or industry being measured is performing overall. Limiting your data to KPIs will avoid your information being bogged down by extreme levels of detail and will give your clients enough information to indicate how well they are performing.
As a side-note: always make sure to keep your detailed data on-hand in case you have a more inquisitive client.
7. Email Marketing
Do you currently have an email outreach list? Do you produce regular email newsletters or reach out to your clients via email? If you are not currently marketing via email, consider doing this to provide additional information from your prospects.
8. Client Reviews
Client reviews are another great way to improve your healthcare marketing. The word of a current or prior client can be one of the best things to promote your business. Encourage your clients to post reviews on your social media sites or your website.
9. Tracking Your Phone Calls
You can also track your phone calls. If there are complaints, be sure to incorporate them into an action plan. Utilize this plan and use it to boost your marketing strategy. In healthcare, you must take all calls that come into your business seriously. When people call, ask them how they heard about your facility.
10. Word-of-Mouth Marketing
While the internet is an important tool for marketing techniques, it is important to mention that word-of-mouth is still very beneficial to healthcare industry marketing campaigns. People are willing to try goods and services if other people recommend them, and that include doctors, medical facilities, and other healthcare opportunities.
Once you incorporate these tips into your marketing campaign, you may see an increase in your clients and sales that will lead to business growth. This amount of growth will be small at first, but over time you will likely reach a tipping point if you continue to implement these strategies correctly. Marketing in the healthcare industry is essential for the growth of your medical business because doctors, nurses, and consumers can all benefit from the tools you use to market your services.
- 10 Tips for Marketing in the Healthcare Industry - May 14, 2019