Does it mean that your doctor is posting photos of how his day has been at work on Facebook or TikTok? That’s not it.
Today’s patients and healthcare professionals are different to the healthcare consumer from the past. Consumer behavior has changed drastically over the years you can’t just imagine. Digital marketing in healthcare industry aids in reaching the right patient at the right time with the right treatment advertisement.
“Googling for health information is the 3rd most popular online activity”. Remember, you searching for ‘best physicians near me’, or ‘how to treat cold symptoms at home’ queries? The results you get are an algorithm of search engine showing you the best outcomes to your search.
At the onset of modern technology joined with the advantages of digital marketing has helped the healthcare industry to flourish.Healthcare marketing is an advertising process that creates excellent online experiences that places your healthcare company at the forefront of a highly competitive healthcare market. Healthcare digital marketing would broadly encompass, but not limited to responsive websites, Google adwords campaigns, SEO tactics, unique landing pages, mobile apps, email marketing programs, social media content and more.
You may have solid tactics in place, but you’ll need something stronger, and that will be a strategy. And today’s consumers are becoming more active on apps and websites. In fact, patients are relying on web searches at a growing rate to make healthcare choices.
That’s why it’s essential to stay on top of digital marketing techniques and keep your healthcare organization at the forefront of the online revolution.
Here are the five keys reasons why digital marketing strategy is important for health industry for today’s patient-centered market.
Nearly two billion people own a smartphone worldwide. With the growing number of mobile users, how can you ignore the rise of digital marketing? Physicians, clinicians, dentists, and healthcare officials often use mobiles various purposes to keep themselves abreast of the trends in the industry. Patients too, seek healthcare and treatment options online which puts prominence on digital healthcare marketing.
If we look at the past, we can see how digital marketing has picked up its pace. It’s also crucial for healthcare digital marketers to be equally involved and show acceptance to trends. With the growing trends in the digital space, every healthcare marketers focus should be on digital ads, mobile apps, and social media. Did you know that Instagram boasts 800 million monthly active users?
Today, a consumer seeks a stress-free and a trustworthy user experience. With the progression of technology, the demand for innovative healthcare applications has amplified. Thus, the implementation of a healthcare marketing strategy on a digital platform will elevate the healthcare sector.
Lately, people have been more health conscious than ever. People go online to know more about health and the diseases, they download weight loss apps, track heart beat on fancy smart phones and even chat with a doctor to determine the cause of their symptoms. This growing trend in awareness has affected the healthcare industry from its core.
Thus, it’s made it evident that digital marketing has transformed healthcare industry. We are seeing a visible transformation in the healthcare industry, creating both opportunities and challenges. For starters, let us put our focus on the benefits digital marketing has brought for healthcare industry.
Top 4 Benefits of Digital Marketing for Hospitals, Clinics & Doctors:
People are active and smart enough to do their research before visiting a doctor. This leads us to believe that patients are looking for symptoms, medicines and treatment options before visiting a doctor.
Digital marketing has imprinted every sector, and healthcare industry is not left behind. Since consumer marketing is shifting to digital ads, social media, and mobile apps; the drop in traditional modes of marketing is not surprising.
Nearly 77% of the patients use search engines before booking appointments. Search drives almost 3 times as many visitors to hospital sites as compared to the number of visitors from other affiliate/referral sites. 44% of patients schedule appointment after researching about the hospital on a mobile device.
Healthcare is one of the largest growing industries in the entire world. As people go online for solutions, healthcare organizations can benefit immensely from digital marketing.
Whether you are a solo healthcare practioner with 20 odd employees or a hospital chain of 500+ employees, your services must be marketed to sell. Word of mouth advertising can only take you so far. You’ll want a solid plan in action to get your brand out of stagnancy.
Ask yourself: Does your clinic make you the most obvious choice for resolving patient’s health problems? Does your hospital have a SEO, SMO, Content Marketing, SEM, Video Marketing, ORM plan in action? If you’re unsure of the answer, here are 8 ways to get more patients with digital marketing, beyond having a business page on Facebook.
Here are 8 keys to a strong healthcare digital marketing strategy in 2020 for hospitals, clinics and doctors:
SEO or search engine optimization is the route to optimize your website to be found in the search engines for relevant keyword searches. In fact, seeking healthcare information is one of the most common online activities among Internet users of all ages. Because of people seeking healthcare information on the Internet, organizations can employ SEO strategies to reach their target audiences.
We’re all guilty as charged to play Dr. Google at least once. Healthcare providers often show up in those searches, especially if they use the right keywords and content. SEO for healthcare is not all about gaining page rank in the search engines, it’s about building trust among potential patients who are considering your healthcare practice.
Building trust among prospective patients, educating healthcare consumers about your practice, increasing brand recognition are some of the benefits of using SEO for your healthcare business. Adding more to its benefits, deploying SEO practices can help you:
Google is world’s leading search engine, so an endorsement of your practice name on it will help searchers trust your byproduct.
Your website ranking is a vote of confidence for searchers and ranking high on Google makes your practice more credible in their eyes.
Acquiring new patients can cost you a lot. With effective SEO techniques, you can reduce the overall marketing budget, as digital marketing strategies are inexpensive than traditional advertising.
Visitors coming to your website via SEO techniques are qualified leads, so they already have an interest in your services.
Because SEO is an inbound marketing strategy, you tend to get a higher ROI than other forms of advertising.All you have to do is show up online when they are looking for medical service.
SEO is one of the most cost-effective strategies as it targets potential patients, which leads to quality enquiries, resulting in cost savings!
To become a successful hospital or a healthcare organization, your website communication helps you win patients and develop credibility. To get on page #1 for an organic search, you’ll want strong marketing SEO techniques for a strong website, along with a stronger healthcare SEO strategy.
On-site SEO or on-page SEO is the procedure of optimizing different parts of your website that affect your search engine rankings including UX of your webpage. On-site SEO attributes to the images, codes, and words that are used to build your website. Various factors are impacting your website, right from the content you have, loading speed and mobile responsiveness.
Off-site SEO focuses on growing the authority and reputation of your domain on Google by getting links from other websites. This is how a site like Wikipedia ranks for having everything under the sun. The biggest off-page SEO factor is the number and quality of backlinks to your website. Google puts its trust on a website with relevant backlinks and these backlinks must be relevant because you need to give your web pages that credibility during search engine results. These are some of the techniques to be implemented at the back of website development.
Local SEO is the process of optimizing location-based searching on your site to generate traffic. It helps you promote your services to local customers at the exact time they’re looking for them online. While national SEO focuses more on ranking in searches across the country, local SEO prioritizes appearing on SERPs in a specific location. Local SEO can be immediately improved if you optimize Google My Business Account, get reviews, optimize voice search, optimize website for mobile, location-based about us page, and focus on link signals. To ensure you have your Local SEO done right, you’ll need to optimize Google listing and your website effectively.
Voice search is HUGE right now. 41% of adults (and 55% of teens) use voice search daily (Google). As voice search is omnipresent, medical organizations need to optimize their web presence and website to focus on voice searches as too.
Featured answer snippets are selected search results that are featured on top of Google’s organic results below the ads in a box. From a searcher’s perspective, featured snippets provide easily accessible answers to queries without having to click-thru to the website. Searchers prefer featured snippets as they provide quick answers to their questions and this benefits the chosen site. From a marketer’s perspective, they lend website credibility; compete with larger competitors, and increase opportunities in voice search.
Further Reading: The Ultimate Guide to Healthcare SEO: 5 Techniques Your Website Needs
Social media marketing is a practical way to establish and manage reputation and public awareness, becoming a primary means for healthcare providers to interact and engage with new patients.
In today’s digital-driven environment, having a social media presence is a marketing must-have for healthcare. Hence, having an appropriate mix of online social media platforms has become a vital tool to reach, engage and excite consumers effectively.
Social media marketing is the usage of social media platforms to connect with your audience to build your brand, drive website traffic and increase sales. The major social media platforms (at present) are Facebook, Instagram, Twitter, LinkedIn, Pinterest, YouTube, Snapchat, and TikTok.
When it comes to social media marketing for healthcare, medical professionals working asPhysical Therapist, Dentist, Dermatologist, Neurologist, Ophthalmologist, Pediatrician, Orthopedics, Doctors, Obstetrician and bigger entities including Hospitals, Clinic, IVF clinic, Eye Clinics etc can greatly benefit from social media.
To improve health outcomes, increase awareness of news and discoveries, motivate patients, and provide health information to the community, social media is the key to connection.
Social media is no longer optional. To engage with patients on the social platforms advertising on it becomes crucial for marketing communications.
Let’s take a look at some of the benefits that social media presents in today’s healthcare landscape.
Nearly 90 percent of adults have used social media to seek and share health information. Hospitals and providers can through sharing high-quality content and posts intended on various social media channels to educate consumers-providing knowledge, promotions and patient interaction.
Facebook is the undisputed leader of the pack with close to 700-million registered users. Facebook works as a connected and targeted community for patients.
Twitter provides healthcare brands the opportunity to listen and respond to patients and provide resources they need to improve their health.
Healthcare marketers can meet the needs of doctors, recruit resources and establish greater trust by publishing influencer posts on LinkedIn.
The benefits of Instagram in healthcare marketing include attracting new patients, increase visitor traffic to your website, showcasing an opportunity for your brand and branding message.
Further Reading: The Ultimate Guide to Healthcare Social Media Marketing
Pay Per Click (PPC) in healthcare is a precise method of advertising in which advertisers display ads on different websites and platforms and pay a fee each time one of their ads is clicked.
89% of consumers use an online search engine to look for a solution to their healthcare queries, and the top three spots in the search engine results are reserved for PPC ads.
With laser-like focus, PPC will put your ads in front of people when they’re ready to act. Companies in every industry can benefit from PPC advertising, and this is especially true for healthcare.
Potential patients are already online researching their symptoms and concerns, and with PPC ads, you can be there when they’re ready to book their appointment.
Given the fact that the majority of potential patients start investigating ailments through search engines, you have a ripe opportunity to optimize Search Engine advertising within your healthcare marketing.
The following is a look at some of the primary benefits of search engine marketing for your healthcare branding.
Now, most of us head to Google and enter a search for help. Thus, when someone finds you on Google, and believes in your offerings, you are getting a path closer to prospect acquisition.
When searching information online, people typically entire precise keywords such as “dentist near me”. Because of this precise targeting, people contacting you for your services are often qualified prospects.
Setting up a SEM campaign is easy and quick. It is highly flexible and configurable until you can see the full impact of a campaign.
Whatever your goal is, you can measure the value you are generating from this marketing channel, and make more informed decisions when it comes to budgeting.
SEM and SEO techniques not only help to generate qualified traffic to your websites but can increase brand awareness too.
Further Reading: The Ultimate Guide to Healthcare Search Engine Marketing (SEM)
It is estimated that half of all the traffic online is in video format. Heard of Tik Tok?
And, healthcare marketing is not far behind in accepting video as an engaging way to tell its story. It is proven that visuals going into our mind leave its powerful imprint and that people ‘get it’ more quickly.
Video marketing is impacting healthcare marketing plans of most medical practices to engage with potential patients and convert them into regular patients. As per a certain research, using the word “video” in the subject line of your email can increase click-through rates by 65%.
Be it private medical practices of hospitals, creating videos as part of their marketing plan is a fantastic way to create engagement with patients. YouTube is one of the most widely used search engine in the world, so there’s no question that this mode of media is preferred amongst many.
Video is a great tool for social media, which means a lot of them are getting their healthcare information from videos shared. Doctors can use video to post educational content on their websites or social media feeds or even create explainer videos.
With the super stardom of online video, search engines love putting these videos at the top spots in the SERPs. Leading SEO experts believe that websites with high quality videos tend to rank better in the organic search results than sites without any videos.
Video marketing plays a pivotal role in a hospital’s branding and marketing.
Let us look at some of the benefits in video marketing for healthcare digital marketing.
Sites with video tend to have higher conversion rates which help in spiking the patient interest rate and retention period. A short video on YouTube or as a Google Ad can open the doors of enquiries to hospitals.
Unlike a local newspaper ad, there is no end date for your videos. Once they’ve been posted to your website or any other platform, they will continue to enhance your web presence and increase ROI.
Having videos that are easily shareable can enjoy a good reach. Such shared videos are proof of endorsement which increases the chances of their conversion.
It is important to have a loyal client base. Explainer videos on health conditions or procedures increase the brand value of a hospital and build a loyal audience.
Featuring on top of the SERP (search engine result pages) is important for a hospital to improve branding and gain customers. Video marketing does a good job in increasing the ranking of a hospital’s website on a search engine.
Further Reading: “The Ultimate Guide to Healthcare Video Marketing?
Content is king, heard that adage?
Content marketing can be a powerful tool in leveraging a company from its competitors.What’s more, many healthcare companies rely exclusively on traditional means of marketing, so there is a lot of growth potential for content marketing.
Today the leading healthcare organizations are focusing on content in order to win the race of digital supremacy. The content marketing strategies for healthcare sector is not limited to blogging anymore.
Because the hospitals are about patients and doctors, content in digital marketing is the way to take this process to a whole new level.
The role content plays a huge role in driving brand and revenue growth for hospitals and health systems. Take this article for example! Aren’t you here because you’re looking for how to get more patients with digital marketing?
Thus, all great things start with a plan—including a content marketing strategy. To develop one, you’ll need to outline buyer personas, or ideal target customers that can benefit from your healthcare services.This could be in the form of blogs, webinars, eBooks, or any other format you can come up with.
By using a tactic like content marketing, healthcare providers can become thought leaders in the industry and attract loyal followers. So to help you refresh your healthcare branding, we’re bringing you these benefits of using content marketing in the healthcare industry.
Writing a blog or an article are the basic ways to increase the number of followers that see your website. When it is an SEO proof content strategy, consider the reach of audience multiplied.
Having a blog sets you apart from others and gives you the opportunity to engage your customers in new ways as an authoritative resource.
Content has come a long way since brochures. In the medical field, there is an abundance of information to write about which becomes sharable with your audience.
You can create a range of content types for medical content marketing, including:Blogs, Infographics, Press releases, Videos, eBooks, Guides, Reviews and Articles.
B2C healthcare marketers are benefiting from interactive content. There’s no shortage of calculators, quizzes, and social media challenges to engage healthcare users.
Cleveland Clinic and Mayo Clinic, cited as two of the best hospitals in the world, are credited for being the firsts in hospital content marketing.Let’s face it; research, patient care and revenue are always going to be the top priorities of any hospital and health system.
So, how do you tap the potential? Writing a blog is a good start, but it’s time to delve deeper and unearth the various channels for healthcare content marketing.
Blogging is one of the most effective platforms available to healthcare practices to engage with their patients.
It is reported that infographics get 94% plus viewership than other static content, making it the most reliable pillar of the healthcare marketing strategy.
In the medical realm, patient testimonials prove to be of a great value and are a heavily used source of information for those eager to decide on a medical practice.
E-books are comprehensively written books including creative representations to keep the reader interested. Through e-books you can establish a scalable digital marketing plan for Your Healthcare Organization.
Explainer videos, patient testimonial videos, or any specialty specific videos have great capability to convey your brand story in the most effective way.
Live webinars are a great way to increase brand awareness, demonstrate thought leadership, and generate new customers and revenue.
Interviewing doctors or CEO of a healthcare organization can take you one step closer in patient trust-building activity. Prospect patients consider it trustworthy and unbiased.
Q&A are a well-drafted content that is genuinely useful, answers patients questions, or serves their needs in other ways.
If you want to increase the usability of your site, improve your business authority, and increase conversions, then you need to have an excellent FAQ page section.
Curating healthcare content on social media not only educates patients, but also becomes a strong medium in sharing promotional activities at the quickest.
Guest blogging not only increases social media shares to your content, it can also boost your follower count give a boost to lead generation efforts.
Further Reading: “The Ultimate Guide to Healthcare Content Marketing?
In healthcare, “Trust” is paramount. The founder of Johnson & Johnson recognized this nearly 84 years ago, when he said that businesses had a responsibility toward society and could only build real trust by engaging all stakeholders.
Trust building of a brand is important. In healthcare, it’s paramount as distrust of any nature would imply into a complete extinction of the brand. Why’s that?60% of adults depend on online reputation/ratings to select a healthcare provider.
The most imperative healthcare marketing strategy in recent years is patient experience (PX). Improving PX must and should be your primary focus. There are many review sites which are open to express negative sentiment and hurt the healthcare professional’s online reputation.
So how does the healthcare provider obtain positive feedback before the patient decides to rant online? A strategic online reputation management check is the way to proceed.
Online reputation management is critical for healthcare businesses to maintain a positive brand identity in the eyes of consumers. As we’re in the age of the growing popularity of social media, third-party reviews websites, blogs, and other digital platforms, having a good online reputation is necessary.
There are many other reasons why it’s important for your healthcare organization needing a online reputation management process. This strategy not only helps you with your social media and other digital marketing campaigns, but more in your reputation building.
People trust each other’s voice to decide whether your service or brand is worthy of its claim. If you’re facing challenges in this area, a healthy and intelligent ORM practice would do the trick.
Here are some of the best benefits why your healthcare brand needs ORM plan in action.
One of the best ways to improve your sales numbers is by engaging with potential patients online through social media posts, and analyzing the best ways to convert them.
When it comes to grievances, an effective ORM can help build the perfect brand image. Things can go wrong while going online and the key is to get your act straight.
A negative word about your brand can be disastrous for your healthcare brand. Having an ORM strategy can help you convert a negative review to a positive one if addressed in time.
A good online reputation drives in applications in high volume for any job openings.So have your online reviews on the positive side to get the best talents to work with you.
In today’s technology driven lifestyle, it can take seconds to collapse a brand that took years to build. Having deeper insights on patient behavioral pattern can be a smart move to make positive amendments.
Further Reading: The Ultimate Guide to Online Reputation Management Strategies for Healthcare Practitioners?
It’s important to have a great UI & UX feels for your healthcare website design in order to make it responsive for both mobile and desktop visitors. Doctors and other healthcare professionals have a lot of content to put, however the trick is to creating a clean layout with plenty of white space and simple color schemes. It’s all about simplifying what you have.
An effective healthcare website design strategy incorporates mobile responsiveness, marketing goals, and complies with technical regulations for an enhanced user experience.
Whether you’re a general physician, pediatrician, dermatologist, dentist, cardiologist, nutritionist, dentist, or any of the countless other types of doctors or specialists, you probably have the least amount of time to devote to your website.
So, if you’re starting a new practice or have realized it’s time for a redesign, see to it that your website is built with a plan in mind to get the best out of your medical practice.
Let’s check how you could make the most of your website by observing the best website design techniques.
Clean and clear website navigation will keep visitors engaged with your content and encourage them to spend more time on your website. This can lower bounce rates which can boost your SEO efforts.
Your website must be responsive in design to ensure that your site provides a steady experience to all visitors, no matter what devices are released.
By making your basic information easily accessible and clear, you’re ensuring visitors handy information without fumbling around with your menu or additional pages.
When it comes to being more valuable or high-quality on content, Google basically says, “be more valuable or high-quality.” Make sure your website has all the ingredients used to make a credible content soup.
Don’t “bury” CTAs on your site—doing so will make potential patients less likely to choose you for their healthcare needs.
Growth-driven design is a smarter way to think about website design. Integrated Marketing is an approach to creating a seamless experience through a mix of tactics, methods, channels, media, and activities.
All medical center, hospital, clinic, specialists in private practice, dentists need to service patients in the most seamless and transparent manner. Having a clean and a well-navigated website gives a perfect balance in providing visitors the information that converts into opportunities for appointments and consultations.
However, there are some gold standard techniques hospitals need to follow when it comes to website design or re-design.
Your website should be accessible from any part of the globe, thereby giving your hospital the edge and reach over the others. It also brings recognition to your brand and services due to its global reach.
Having a blog, accurate content or a chatbot is an effective way to share information to your patients. You must also have a section about appointments for patients to take quick action.
Having quality video content on your website can impact on your web performance according to a Forbes article. Including a video on home page can increase your web conversion rate 80%.
Your website roadmap should be in sync with the digital media your target audiences use most. Mobile apps, search marketing, online ads, and content marketing, there’s no end to these digital tactics.
You may have over1,000 pages of content for your website. However, you need to organize the content by content types: Treatment programs, department overviews, physician profiles, treatments, equipments, success stories and new articles.
Further Reading: The Ultimate Guide to Web Design Best Practices for Healthcare Practitioners
Digital solutions, such as chatbots can bring benefits to healthcare providers and patients without human interference. Today healthcare and patient services are more and more delivered with the use of technology.
People are excessively using messaging platforms to healthcare professionals and services; according to Facebook CEO Mark Zuckerberg, the recently acquired WhatsApp has 1.5 billion active users.Facebook Messenger or Whatsapp are an excellent way for patients to get the information that they need.
Chatbots are extremely useful in healthcare because they can allow users to solve problems through conversation without the need to have human respondents. For instance, chatbots like WeChat, Whatsapp messengers and the new breed, ORAI have provided more automated support.
It is predicted that the chatbot market will be $1.25 billion worth by 2025, a growth of nearly 25% every year. It is clear folks that hospitals are adding chatbots that convert conversation into a quality lead.
Chatbots have the power to re-define patient experience across touch points. If you go to see, a person with a smartphone spends around 30 minutes in finding the right service or a healthcare provider.
That’s where you can unleash the power of AI. Patients are spending a lot of time online and medical practitioners can do a better job in engaging them. 93% of us are texting, thus, text messaging is convenient and doesn’t require and training. AI is the communication game changer!
Picture this: a people centric world-healthcare and a robot. Really?
It is skeptical to understand AI bots and medical practices and healthcare, together. Considering that healthcare is a serious business, medical professionals are aware of the advantages that medical chatbots bring to healthcare. Let’s look at some of them.
Information can be controlled and released as needed, any time through a chatbot.The transaction can be seamlessly switched from robot to human.
Take Practo for example. Have you not booked your appointment with a doctor there? Most of us have. Adding chatbots for medical websites is a great way to start interacting with potential patients.
When your human staff has his/her hands full of tasks, a chatbot can handle 1,000+ interactions without any issue.
Chatbot isn’t just an interactive medium; it can also work as a record-keeper. Healthcare institutions having AI receives and notifies information to medical professionals when needed.
Patients who are interested in your service will make time to use the chat channel. Chatbots can thus increase brand awareness and increase the value of the brand.
Further Reading: Further Reading: “The Ultimate Guide to Healthcare Chatbots (AI in Healthcare)
At InnoServ, we are dedicated to changing the way the world does healthcare communications for the better. We are heading towards a change. Change by experience, driven by innovation and proven in delivery. We work alongside healthcare professionals, pharmaceutical brands, clinics, and hospitals to overcome the complex challenges of modern healthcare. Our work blends strategic insight and deep scientific understanding with creativity and digital innovation, delivering healthcare campaigns and solutions that really make a difference to people’s lives.
So how can you combine healthcare and digital marketing to master marketing for the audience? Let InnoServ help to attract patients, combining science, strategy, creativity & technology.
How do you plan to attract more patients for your service? How do you increase your brand presence on social media? Are you thinking through your current strategy? If you’re not sure, be sure to have a solid healthcare digital marketing agency to help you get there.
InnoServ Digital is an experienced healthcare marketing agency in India. We work with you and think like a patient (we step in their shoes too!) to develop a patient-centered strategy for your medical practice. Once the strategy is in place, be sure to receive better patient engagement, higher customer satisfaction, advanced patient care, and lower marketing costs.
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