Before, many healthcare providers used to subscribe to the saying, “If you build it, they will come.” True enough, doctors and physicians only need to exist, and patients will come knocking through their doors.
But that’s not the case anymore.
Historically reliant on traditional marketing strategies, the healthcare industry is undergoing a seismic shift. This is especially true in the post-pandemic era, where healthcare providers were forced to adopt digital solutions rapidly. The digital revolution drives this transformation, pushing healthcare businesses to rethink their marketing approaches.
In this article, we will explore the nuances of this transformation, understanding the whys and hows of integrating digital strategies into healthcare marketing.
Healthcare marketing once revolved around direct patient interactions, printed materials, billboards, and TV or radio spots. While these methods have a broad reach, they lack the ability to engage with the audience on a personal level.
When comparing the limitations of traditional healthcare marketing with the capabilities of digital marketing strategies, several key differences emerge:
- Traditional: Utilizes mass media channels that reach a wide audience with little to no precision, often resulting in a scattergun approach.
- Digital: Employs targeted advertising and content delivery, reaching specific demographics based on their online behavior and preferences.
- Traditional: Traditional marketing doesn’t give much information about how well a campaign is doing, making it hard to know if the money spent is leading to results. It also means it’s hard to adjust if the plan fails to work as intended.
- Digital: Provides real-time data and analytics, allowing immediate insight into campaign performance and the flexibility to tweak campaigns for better results.
- Traditional: Involves higher upfront costs for production and placement, with a less clear correlation between budget spending and outcomes.
- Digital: Often more cost-effective with the ability to set and adjust budgets in real-time, directly correlating investment with measurable returns.
The transition from traditional to digital healthcare marketing doesn’t happen overnight and requires intensive planning and a strategic approach:
Are you ready to take your digital marketing to the next level? The first step towards digital transformation is a proper digital assessment. This involves examining your online presence, identifying your strengths and weaknesses, and understanding your digital assets, their performance, and the areas needing improvement.
By conducting a thorough evaluation, you can build a tailored digital strategy fueled by data and insights specific to your healthcare organization. This way, you can ensure that the subsequent steps are aligned with your organization’s unique digital landscape.
For this step, you can conduct a comprehensive audit of your current digital assets, including your website, social media profiles, and any existing digital marketing campaigns.
A successful digital marketing campaign will always have good bones. A robust digital marketing foundation begins with your healthcare website – after all, it’s your digital front door and will be the first touchpoint of your patients with your brand.
For starters, aim to revitalize your medical website with a focus on user experience and SEO. Ensure the site is mobile-friendly, has fast loading times, and contains high-quality, relevant content. Moreover, implement a strong SEO strategy by researching and integrating keywords that align with your healthcare services. Lastly, establish a consistent, engaging presence across popular social media platforms to enhance your online visibility.
This foundational work is vital as it sets the stage for all your digital marketing efforts, ensuring you have a solid ground to work on your campaign.
It’s a cliche, but content is still king in this age of digital marketing. For healthcare businesses, content creation and distribution are keys to promoting patient engagement. With that said, blogs may be the first thing that comes to mind when discussing content, but there’s more to publishing a weekly article or two. Below are some content marketing strategies you should consider:
- Helpful blog posts: Write articles that provide valuable and accurate information on health topics, wellness tips, and medical advancements. This helps establish your practice as an authority in your field and facilitates patient trust.
- Engaging videos: According to a WyzOwl survey, 91% of businesses use videos as a marketing tool. Leverage the engagement power of videos with facility tours, “meet the team” videos, patient testimonials, and medical explanations. Interestingly, many providers have succeeded with short-form videos on platforms such as Facebook and TikTok.
- Utilize Social Media Platforms: Share your content on social media to reach a broader audience and customize your message for each platform to maximize engagement. For instance, you can make short “myth-busting” videos about common health misconceptions, which tend to do well on Instagram and TikTok.
- Email Newsletters: Send out regular newsletters to keep your patients up-to-date with the latest news from your practice, new services, and health tips.
At this stage, personalization and data analytics become pivotal. Implementing a Customer Relationship Management (CRM) system can help you track patient interactions, preferences, and histories, enabling you to craft personalized communication.
Meanwhile, you can delve into data analytics to understand patient behavior patterns and tailor your marketing strategies to match individual needs. This could mean segmenting your email campaigns based on patient interests or customizing website content for repeat visitors.
By leveraging data, you can create a custom-made marketing experience for each patient, thereby increasing engagement and loyalty to your healthcare brand. Remember, personalization goes a long way in terms of healthcare.
The transformation from traditional to digital marketing in the healthcare business is not just inevitable; it’s already here. By embracing digital strategies, healthcare providers can offer more personalized care, reach a wider audience, and make data-driven decisions. The journey to digitalization may be complex, but the rewards are more than worth it for those willing to innovate and adapt.
Need help bringing your healthcare marketing to the future? Cardinal Healthcare Marketing Agency is happy to be your growth partner.