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Mandar Marathe

Role of Digital Marketing in Healthcare Industry

Digital healthcare is accelerating at an immense velocity and knowing that this is just the beginning, the possibilities of it transforming healthcare services are now more evident. Unlike traditional marketing, digital marketing offers you a better way to communicate with your audience, i.e. targeting them based on their habits, products, interests, services that they use or look for and the demography that they fall under. Let’s take a deep dive into why digital marketing is the need of the hour.  

Consumers are more conscious and aware than ever

Most of their journey towards medical consultation and guidance begins on search engines like Google, Bing and Yahoo. Usually, it either starts with the consumer searching for symptoms and DIY solutions for something that they or someone they know are suffering from. Or patients looking for doctors, specialists, clinics, diagnostics centres and hospitals around them.

Search Engine Marketing and Optimization play an important role

Search Engine Marketing and Optimization for healthcare play a huge role as it helps your hospital, clinic or centre’s website to rank first on the Search Engine Result Page. This gives you visibility, which leads to consumers or patients to visit your site first and book an appointment or test.

Impact of Digital Marketing in the Healthcare Industry

The other side of this scenario is social media marketing, that targets potential consumers who are either already using, looking for or might use similar services based on their habits, searches and demography. Both of these methods can be followed up by email marketing, which is a more direct way to remarket to the consumers who displayed an interest in previous campaigns.

Here are some statistics related to Search, Mobile & Online Video that make a case for healthcare companies to leverage the power of digital marketing:

58% of Smartphone owners download and use Mobile Health apps

A study published in the Journal of Medical Internet Research shows that 58 percent of surveyed mobile phone users have downloaded at least one mobile health app onto their device. Furthermore, smartphone users seem to have high regard for mobile health apps, especially those focused on providing diet and fitness support. This is directly parallel to how aware the consumer has become in terms of perceiving healthcare and opting for preventive measures to avoid future ill effects. 

Mobile Traffic to grow 7-fold by 2021:

As per Cisco’s VNI Mobile forecast highlights, 2016-2021, “Globally, mobile data traffic will grow 7-fold from 2016 to 2021, a compound annual growth rate of 47%. In India, mobile data traffic will grow 7-fold from 2016 to 2021, a compound annual growth rate of 49%.

 

 

Furthermore, according to Google Trends, India ranks among the top five countries for search terms like ‘mobile health’, ‘health apps’, ‘medical apps’ and ‘mHealth’. This confirms that the Indian population is interested in mHealth.

 

The Growing Influence of Social Media in Healthcare:

Over 40% of the consumers have accepted that the information and data that they come across on social media affect the way they approach and deal with their health. The age group of 18 to 24 is twice as likely than 45 to 54-year-olds to discuss health-related topics and issues on social media.

As this young population is taking over the responsibility of igniting conversations online, healthcare marketers need to adapt and be a part of this communication to stay relevant and continue creating awareness about themselves and the services that they provide. 

According to SearchEngineWatch.com, 90% of respondents from 18 to 24 years of age said they would trust medical information shared by others on their social media networks.

8 out of 10 online health inquiries start at a Search Engine

 

According to Pew Research Center, 77% of online health seekers in the USA say they began at a search engine such as Google, Bing, or Yahoo. Another 13% say they began at a site that specializes in health information, like WebMD. Most of these healthcare-related searches are local i.e. we look for a doctor or a hospital “near me”.

 

Search Engine Marketing for Hospitals and other Medical Institutes

As per the “Digital Journey to Wellness: Hospital Selection” survey conducted by Google and Compete that fielded more than 500 hospital researchers, search engines are a critical cog for healthcare marketers.

  • Search drives nearly 3x as many visitors to hospital sites compared to non-search visitors.
  • Patients primarily search on symptoms and condition terms towards the moment of conversion.
  • 44% of patients who research hospitals on a mobile device scheduled an appointment.
  • 53% of patients who did not watch a hospital video were unaware they existed.

 

Online video is a pivotal component of Hospital Research

 

 

Patients are seeking video reviews and testimonials to learn about hospitals and treatment options. Gone are the days of asking your relatives or dear ones for recommendations, people are actively looking for video testimonials, tutorials, tips and reviews for any healthcare related query or service. 

 

 

YouTube Marketing for the Healthcare Industry

A more telling statistic is that traffic from YouTube to hospital sites has increased by 119%. This displays that potential consumers are consuming informative and healthcare service-related video content which can be converted with the right strategy and targeting.

Build a Network of Healthcare Professionals

According to MedTech Media, 31% of healthcare professionals use social media for professional networking. There is a sense of community that has been developing on social media platforms since the digital revolution cemented its existence. This includes people who believe in preventive healthcare, fitness apps, online medical and nutritional consultation and similar services.

Social media is also helping healthcare professionals to create a network and share their experience and expertise through platforms like Facebook, Twitter, Instagram and LinkedIn.

Is the Healthcare Industry going Digital?

It is almost mandatory for health-related organisations or businesses to have a strong presence online to scale better and establish themselves independently as a brand amongst consumers that are pro-active, conscious and aware of their well-being. 

Digital health may sound like an easy concept, i.e. enhancing the health and well-being of individuals by utilizing technological innovations that not only give them an insight of the current scenario but also, help them plan a blueprint of living a healthier lifestyle. This includes everything from wearable gadgets to healthcare apps.

The healthcare sector is evolving fast and the only way you can keep up with the consumers and their ongoing demands is to be a part of their journey.

April 14, 2020 0 comment
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The healthcare industry is ceaselessly growing with technological advancements. Regardless of whether it’s another improved treatment, an essential enhancement or the development of doctor’s strengths, healthcare organizations are continually attempting to give a more significant level of care to the patients. 

In contrast to some other industries, the healthcare sector caters to a  wide crowd. Furthermore, today’s purchasers rely on applications and sites when they want to know about the healthcare sector. Truth be told, patients, especially millennial,  are depending on websites, blogs and articles, at an expanding rate to make healthcare decisions. 

This is the reason it’s critical to strengthen your digital marketing strategies for healthcare and keep your association at the front line of progress. One needs to be consistently up-to-date with the best digital marketing practices to retain brand awareness and recall. To make sure that you attract the patients, produce leads in the present patient-focused market and retain them, utilize these 8 robust keys to a strong healthcare digital marketing.

What should your Digital Marketing Strategy for Healthcare comprise of: 

User-friendly Website

Your website is the first place where your client or patient will meet you, and you cannot make it an experience full of complications for them. Keeping it simple and user-friendly is the best option.

Your website is the first impression of your organization to the patient which will help him decide to either pick your services or go somewhere else. So, you need to make sure that the client has a simple experience under any circumstances. Your website should be simple, engaging and informative.

So, if somebody is on your site and they are searching for answers for themselves or a friend or family member, they must find it easy to get their answers and make a move.

Explanatory Blogs

Blogs play a vital role in helping you create a digital marketing strategy for the healthcare sector. Your blog goes inseparably with a user-friendly website.

With 35 million online medical searches every day, you have a huge audience to tap. Curate your content accordingly and provide rich blog content that gives data on well being conditions, answers to questions, speedy tips and guidance they can get without setting off to a specialist.

Grab each and every opportunity by designing your content for blogs around health and well being. 

Mailers and Newsletters

The facts demonstrate that patients go scanning for data online, yet email is an approach to be a stride ahead. Consider the possibility that the data was in their inbox before they even needed to try and search for it. By sending mailers and newsletters once or twice in a month, you’ll keep on instructing patients by giving them crisp information that they can apply in their lives.

The objective here is to make sure that your audience stays with you and for that, you need to give your email database a combination of data to make them feel personalized and benefited. Also, your information must be relevant to the user. 

Descriptive Videos

Add credibility to your content and the best way to do this is by putting up videos of your physicians and testimonials of the patients you have helped. The audience or the viewers are progressively inclining more toward visual content.

Take this chance and get your doctors on camera talking about their specialized topic and it will definitely add to their believably and catch a crowd of people that are out there searching for the expertise your doctors have.

Video is an integral asset; the lights, music and story structure come together to draw out a feeling. These components can bring out sentiments of energy, trust, fearlessness, and reliability.

Strong SEO Attributes

A strong SEO strategy will help you get a higher number of visitors on your website. You can have the most attractive website, relevant blogs, and the best information but how do people find them or what is the guarantee that they will be found?

This is where SEO comes into play. You can build the quality and amount of natural traffic by focusing your content on specific keywords your patients really would use in their quests. All you have to do is do some keywords research with tools like SEMrush or the HubSpot and get the best-ranking relevant keywords to use on each page.

Engaging Social Media Strategy

Your social media strategy will play an important role in shaping your digital marketing strategies. A large number of people are nowadays socially active, and they rely on social media for multiple purposes.

If your healthcare organization is not present on social media then you are missing out on a lot of quality audience and great chances to be in the eyes of your target audience. It is a great opportunity for you to connect with a large audience and establish yourself as a leading healthcare service provider.

To spread awareness of your healthcare organization, you need to be on social media platforms and do it right. Creating content, collaborating with influencers, running campaigns, and interacting with your audience will help you build your brand more efficiently and effectively.

Accurate ORM

You need to know what people are saying about you, what they like, what are their opinions and here Online Reputation Management(ORM) plays a vital role. ORM is the act of monitoring and addressing people’s issues online.

ORM is an essential aspect of your digital marketing strategy because it adds sincerity in brand communication and makes it more attractive for customers. An effective strategy can provide you with new opportunities and insight on increasing your brand awareness.

Growth Hacking

Your digital marketing strategy must include growth hacking. Growth hacking and digital marketing go hand in hand, and it’s a way that can help your business grow well and expand your consumer base. The fundamental principles of growth hacking and marketing are the same and can even share the same metrics i.e. increased engagement, increased conversion, increased retention. It’s a combination of hard work and knowing where and how to meet your audience.

To get the best result you need a strong healthcare digital marketing strategy. It will work in your favor only when it is well-managed and each aspect of it is in sync with one another. A well-planned strategy enables you to track the performance of your efforts as a whole and identify areas for improvement. 

April 7, 2020 0 comment
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In the past, healthcare marketing has taken a very traditional approach such as print, direct mails, tv and radio ads, etc. All these campaigns would be launched without any real-time change possible.

Healthcare facilities had a easier way of acquiring consumers/patients as the population was lesser and did not avoid or delay healthcare based on cost.

Today’s consumers are much more different and evolved as compared to the consumers in the past. Now, a consumer/patient that is diagnosed first gets multiple opinions from other doctors and then does an extensive research about the service he wants to receive. Today’s consumers are highly evolved, smart and tech savvy. Thus, they expect the best healthcare services.

Let’s look at a few digital marketing strategies to improve patient engagement:

Social Media Marketing

People spend a major part of their day on social media sites. Therefore, social media can be used to engage with consumers/patients and improve health outcomes. A digital healthcare marketing strategy will include engaging in discussions, networking, promoting information about your services and preventing population health outcomes. A healthy social media page attracts more consumers/patients because patients trust healthcare facilities with online presence. Thus, having a good online reputation will only benefit you.

Search Engine Marketing

The need of consumers extensive use of search engines to find facilities or inquire about health issues. As a result, consumers research on their mobiles/computers and schedule appointments.

Healthcare marketers can use relevant keywords in the content, writing informative page descriptions, and creating strategic HTML titles, among other techniques to help search engines recognize and rank their page on top when relevant customers search for facilities or health topic.

Mobile Marketing
As mentioned above, a considerable amount of people use their mobile devices to search for information on the web. These people are not just looking for information, but expect a good user experience. Using features to make user experience easier is beneficial, like, click to call, click to download, easy navigation, mobile ads, in app ads, etc.

Inbound Content with CRM

Inbound marketing helps with providing the right content to the right consumers. When healthcare marketers use Healthcare CRMs ( HCRMs) they gain insightful data about consumers/patients from various sources and receive higher consumer retention and make better strategies from future campaigns. It is also a great way to use targeted outreach that reaches consumers/ patients on the right channels.

HCRM helps marketers to deliver highly engaging content to consumers. It also helps healthcare systems to find consumers/patients and keep them loyal for a long period of time. Healthcare marketers can also HCRM across multiple channels like, emails, social media, SMS, etc and track the traffic under a single dashboard.

Track ROI for marketing campaigns

Digital marketing and social media marketing is ever evolving, so tracking your results is not only crucial for your business/clients reference but for creating better marketing strategies. This is important, as you can know what is working?, what is generating leads? What content do your consumers like? etc.

Gather data from campaigns, posts on every social media site/app, website, etc you have to see the leads and traffic you are generating. Now, you can use this data to create better campaigns to gain better results.

December 23, 2018 1 comment
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