Marketing is tough, and healthcare marketing even more so. Nowadays, people have a keen interest in health and wellness. They are more educated and demand better healthcare services.
As a business, you must understand that many companies may offer the same services as you, so you need to stand out. Marketing helps you do that.
However, if you end up using dated marketing tools and techniques, your growth will be minimal, or worse, stagnant. This is the digital age where people have access to a ton of information, and they are more conscious of their healthcare decisions. That’s where good marketing can help you.
Let’s look at six healthcare marketing tips and techniques that will dominate 2020. You can also read more about the constraints and compliance in healthcare marketing. This is also important information to know.
1. Content Marketing
Customers today are curious and continuously want to learn something new. The medical field is no different. They want to learn about new technological advancements, industry news, or probably the medical field you specialize in.
People search for medical information online, especially if they are unwell. In most cases, they come across the wrong information and panic. This is why you must create content that will bring value to your readers.
So, creating good content is step one. Post original and engaging content on different digital platforms. Your content should educate your readers who are continually trying to learn something.
The next step is to market the content. This is where keyword planning and content strategy come in. With the right SEO, great content, and marketing, you can reach a wider audience.
2. Video Marketing
If you haven’t gotten into video marketing, 2020 is the year to do it. More people are spending time on their phones and laptops, watching videos. Engaging, well-made videos can convey a lot of information in a short period.
Invest in ads for social media, or make short videos for your digital and social media platforms. Focus both on the quantity and quality of content. You cannot make a few videos and expect them to make a dent or produce poor quality videos and expect people to watch it.
Use tools like video marketing blaster pro to make compelling videos. Don’t rush the process – write a script for the video before you start making it. Tell your story through videos and make them relatable.
As a health marketer, make video marketing the prime focus of your marketing plan. Videos help in personalizing your brand and make you more approachable to your customers. You can even host live videos on various social media platforms where the customers can interact directly with healthcare professionals.
3. Mobile Responsive Website
When people need to search for anything related to healthcare, the very first instinct is to whip out the phone and search online. If you do not have a website that is mobile responsive, you can bid farewell to many potential customers.
A huge chunk of web traffic comes from mobile devices, which makes it a no-brainer that your website has to be mobile responsive. As a healthcare marketer, you need to make sure that the company website and the marketing approach is designed with a mobile-first approach.
If you are revamping your website for a better mobile experience, make sure to have call-to-action buttons on all your pages. This will ensure that those looking at your site will take some action during the session.
4. Online Reputation
As a healthcare company, your online reputation must be spotless. People want to trust healthcare professionals whose services they seek, and they prefer online reviews and feedback from other customers.
If you have negative online reviews, address them quickly. Act before it gets worse.
When you respond to customers’ unpleasant experiences, it will reflect well on your company. Monitor your reputation on various digital and social media platforms.
Most customers rely on ratings of a healthcare business more than anything else. So, invest in it, and it will benefit you in more ways than one. Request for feedback from happy customers and start an online referral program that will imply that the customers can trust you.
Even if you have a stellar reputation offline, bad online reputation has the power to impact your business negatively. Suppose you are having trouble managing your business’s online reputation, rope in a professional. But, take online reputation management seriously.
5. Location-Based SEO
If your business has a physical location, harness the potential of location-based SEO. Geo-tagging your location in posts will support your marketing efforts. Creating location-specific content allows targeted users to come to your website or app.
Use long search terms to create content so that your customers can resonate with it. You will get qualified local traffic to your digital platforms. You can also invest in area-specific digital ads.
If someone seeking relevant services spots your location-specific ad or geo-tagged post, there is a high chance of them converting.
6. Multichannel Initiatives
There was a time when listing your business in a local directory was enough for people to find you. Now, there are a host of platforms that you can feature your business on. It would be unreasonable if you choose just one channel when there are so many channels available.
Plan for every channel and how you will market on it. For example, are you text messaging or using chatbots on your website, email marketing, or social media marketing? You need to have a clear idea of how you will market on each platform and give the audience what they want.
When you have your business on multiple channels, there is a higher chance of future customers finding you. For example, some might find you on Facebook, and some may search you on Google and stumble upon your YouTube page; some may get in touch with you over Instagram or Twitter.
Keep different channels open, and you will boost the chances of finding newer customers for your business.
Final Words
Healthcare marketing can be a sticky area to cover, but it has to be done. So, either hire a healthcare marketing agency or manage the marketing on your own. Whatever the case – your marketing techniques need to evolve and adapt to consumer behavior to see successful results.
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