In a time when artificial intelligent platforms can help Registered Nurses manage their admin work and robots can help perform surgery, it is safe to say that a technological and digital revolution is underway throughout the healthcare industry. The industry is currently receiving a much-needed facelift from complex procedures to basic bedside practices. Digital marketing is one of these new developments in healthcare!
While this progress is exciting and most welcome, some limitations need to be kept in mind by healthcare marketers when creating campaigns. For example, healthcare is a rigorously regulated industry with HIPAA and FDA regulations that MUST be followed (you’re very literally dealing with life and death here). This blog post will help you navigate through 10 successful healthcare product digital marketing strategies and show you why digital marketing in healthcare is relevant.
Why Healthcare Marketing Is Important?
In today’s technologically driven world, digital marketing is important because it’s how brands interact with consumers. Brands can use social media and online reviews to craft and create their desired reputation. That’s why it’s so important to create a social media strategy for local business, particularly for healthcare brands that are perceived to be targeted in the public eye more often than not.
Not only can brands write copies that show users why their business is better than the competition, but the quality of their products and services can also be attested to by their previous customers. Going digital also ensures you can get information and feedback quickly with your marketing strategy. You can see where your money is going and what almost immediately is your return on investment. In addition, marketers can detect trends and monitor user behavior to drive sales with targeted marketing messages at a price point that works with their budget.
The amazing thing about digital marketing is that the worldwide internet is completing communications and purchases. This is particularly useful for healthcare brands that also have a physical presence because before entering their facility, patients and employers may complete paperwork. With the support of machine learning and AI, there are hundreds of online platforms that are meant to help take some of the stress off marketers. This means that you can spend less time on remedial tasks and focus on your patients more time! For the exact reasons we mentioned above, allocating more dollars to digital is one of the hottest advertising trends in healthcare in 2019.
10 Digital Healthcare Marketing Strategies
Now that you understand the importance of digital marketing, let’s move on to the strategies that your team can use to help boost efficiency, drive sales, and please your customers. It is possible to apply these techniques individually or as a team! Mix and match until you find the best match for your business.
- Email Marketing:?
U.S. marketers are spending more than $350 million on email advertising this year alone. This seems insane, but when you remember that every day the vast majority of consumers check their email, it instantly looks like a good idea to invest in this medium. Develop an email marketing plan that will be informative and helpful to your clients. Tell your customers what’s new about the latest FDA approvals with your product. Give them news articles related to the healthcare industry that you think they find interesting or offers on your products and services. In the healthcare industry, this is just one aspect in digital marketing. Email marketing is about having an open contact channel with your clients.
- Mobile Marketing 😕
Including improving the website content to designing a mobile tailor-made marketing campaign, mobile marketing can be anything. Users spend about 3 hours and 43 minutes browsing and scrolling through their mobile devices, which means you need to tailor the content for on – the-go users if you want to sustain a comprehensive marketing strategy for healthcare.
- Responsive Web Design 😕
?Going away from mobile advertising, responsive templates that adapt all content for the device in which they live are important aspects of all online campaigns because if you can’t get consumers to your page, they can’t do business with you. This digital marketing aspect ensures that your content looks exactly as you want it to across all internet-connected devices; it is important for a healthcare business in your digital marketing strategy.
- Video Marketing:
51% of marketers claim that video advertising is the product that produces the best ROI, and Mary Lister of Wordstream also points out that 65% of customers make a purchase after watching video marketing material. The facts are not cheating! Video is a format of content that users enjoy easily digestible. If you want to tell users something about your company, use this digital strategy.
- Video Marketing:
?Focus on social media if you are a healthcare company looking to keep your marketing budget small but high impact. Whether you’re working for a healthcare company or a tiny healthcare brand looking to make a difference, social media will help you connect for absolutely nothing and communicate with your core audience. The most important part of social media marketing is to choose the right social network for your company. This means deciding what social site your customers are most likely to hang out on. Actually, Facebook and Instagram are in the lead, as marketers believe these two platforms would produce more positive advertising performance. If your audience on LinkedIn or Pinterest is largely present, though, that’s where you should be!
- Influencer Marketing :
Marketing influencer is a great choice if you are a brand of B2C healthcare like care. This company offers a monthly personalized subscription to vitamin that helps consumers get their daily needs for vitamin. After a brief quiz on your medical history and health goals, care / of provides you with a month’s supply of customized pouches with your prescribed daily dosage of vitamins. You have the option to take them on – the-go or enjoy them while you’re at home. Their partnership with YouTuber and beauty influencer Sophia Chang, as it happens, helped their brand get in front of a younger, niche audience who might not necessarily think about their daily vitamin needs. Consider marketing influencer as one of the keys to a strong digital marketing strategy for healthcare in 2019.
SEO is a huge umbrella covering and touching a bunch of different digital marketing aspects. To begin with, a great way to approach your website’s SEO is to go through its content to see if you’re using the right keywords within the copy. This will help the identity of search engine crawlers whether or not your website is a good user query search result.
Pay per click is an advertisement form that helps drive traffic by paid clicks to your website. Such advertisements are commonly seen on search engines such as Google, Bing and Yahoo, which appear at the top of SERPs in response to a user’s request (subject to the importance or direction of your site). PPC ads are placed on the basis of an ad auction system that is an automatic system search engine to determine which ads are placed where.
You will need to determine the keywords that users are searching for while searching for your products or services to start creating a PPC campaign for your healthcare business. These keywords can be anything from “nursing,” “healthcare,” “nearby pharmacy,” or even “headache medicine.” Cross-referenced user queries with keyword research to find out which words your target audience uses to search for your brand. PPC strategies are great for marketers in healthcare who seek to increase their digital traffic and drive sales. A PPC campaign is a great starting point and can provide your digital marketing strategy with a solid foundation.
- Display ads 😕
Display ads are the bane of the life of every internet user. While for you as a consumer they may be super annoying, they can also be very powerful for advertisers seeking to increase sales. Use this digital marketing method when you have to announce something to your users, like launching a new e-prescription platform recently. While on the subject, did you know that PwC found that more than 70% of all doctors in Denmark, the Netherlands and Sweden were digitally writing prescriptions? Sure, a lot of them. Anyway, the argument here is that display ads are a very good way for data to be disseminated, so go!
- Retargeting 😕
Retargeting is a successful marketing strategy that targets users who have expressed interest in your product, helping you to create loyalty to your customers. As far as retargeting is concerned, the trick is to collect as much information as you can about the previous purchase history and behavior of your users. This data is important because it will help you create a unique and customized marketing message that addresses your current needs.
What is going to look like in the healthcare system in 2020?
Consumers will be the biggest change for the future of healthcare. Consumers are more aware of sky-high premiums and costly treatments and consultations than ever before. Users are looking for cheaper alternatives to their current plans (but still effective). While the internet will provide consumers with a portal to learn more about healthcare companies ‘ inner workings, it also allows healthcare brands the opportunity to digitize everything and provide their customers with a tool to use. You can also expect to see revised legislation with such sensitive information posted to the internet. It will also be a hot topic how data is stored and cyber security around the healthcare industry. For consumers and businesses alike, the future of healthcare in 2020 is lined with opportunities and upgrades.
Today, the technological revolution has entered the healthcare industry, and the innovations and developments we see are just as thrilling as science fiction because they are now a reality. Electronic prescriptions, electronic documents, medical robots ? it’s almost like we walked into Star Trek. Hopefully this blog post has shown you how healthcare brands can use digital marketing strategies to help inform, educate and communicate with consumers about their products and services, and why digital marketing in healthcare is important.