7 Healthcare Marketing Strategies to Find and Engage Patients
Embracing the newest trends in marketing within the healthcare sector can be challenging. There are regulations to comply with regarding what can be communicated; discussions often revolve around delicate topics, and the permanence of online content means once it’s posted, it’s there indefinitely.
Hence, numerous healthcare companies we converse with are enthusiastic about exploring and dissecting the most recent marketing strategies. They are searching for innovative methods to advertise their healthcare entities and are seeking the top techniques to bring their ideas to fruition.
This post will demonstrate seven methods that even the most regulation-bound healthcare organizations and hospitals can employ to become their customers’ primary choice and visible presence.
Utilize Messaging Applications
Text messages are likely to be opened within minutes of receipt. This makes them an effective way to relay crucial information to patients. This could range from informing them about time-sensitive matters (like an available appointment slot), a deadline for a treatment such as a seasonal vaccination, or a reminder about their medication supply running low.
As long as the message genuinely benefits your audience, they will likely be willing to share their mobile numbers. Similarly, messaging apps can be an excellent tool for forming new target lists based on specific communities. For instance, a group of senior patients worried about flu could be included in a WhatsApp or Facebook Messenger group that offers them a weekly tip or update.
Ppc Advertising
While a majority of healthcare institutions primarily choose an organic strategy anchored on robust SEO, the immediate benefits that pay-per-click advertising (PPC) can offer shouldn’t be overlooked. Building a comprehensive email list or social media following takes time, but PPC can boost brand visibility quickly.
Healthcare is a significant concern for search engine users, as data from Google shows that one in every 20 searches on the platform relates to a health query. Although PPC comes with its own set of challenges like HIPAA-related restrictions and remarketing limitations, the visibility gained through paid strategies can be a game-changer for organizations trying to stand out in a highly competitive digital space.
Blogs & Websites Optimized for Search Engines (SEO)
Pew Internet Research reports that 77% of online health seekers start their journey on a search engine like Google, Bing, or Yahoo. These search engines have become so advanced that users can easily find their needs. Users only need to type “medical specialists” or “specialists near me” into their search bar and it will yield a list of the most reputable medical specialists in the local area.
Google ranks website design pages based on two main factors: Authority and Relevancy. Authority is determined by how much your content is shared or linked back to, while Relevancy is evaluated by how well your content aligns with the keywords users input into search engines (like Google) to locate your website or blog. Websites and blogs that generate relevant content discovered by internet users and subsequently shared across the web are deemed authoritative.
New Patient Forms
Each instance when a new customer comes to your business and fills out initial paperwork is a golden opportunity for you to make a meaningful first impression. By incorporating promotional content or inserts into the set of forms for new customers, you can promptly inform them about your organization’s significant services, future events, or initiatives.
Establish Digital Signage
Many times, healthcare organizations’ marketing strategies are solely focused on online platforms, overlooking numerous other opportunities. One underutilized tool is digital signage, which has repeatedly demonstrated effectiveness in healthcare settings.
Visualize owning a private TV channel exclusively for your patients. Consider a scenario where all other distractions cease to exist when they start watching it; no smartphones to glance at, no laptops to work on, no friends to converse with, and no other channels to switch over to.
That’s essentially what digital signage in your healthcare organization represents. It’s a captivating stream of digital content that draws your patients in. The advantages of using digital signage in healthcare are manifold, ranging from reducing the perceived wait time and offering education to even enhancing patient well-being.
Develop Content Tailored for Specific Communities
The most successful marketing approaches are those that address a particular issue within a specialized community. This could involve creating an online landing page, a printed list of symptoms, a brief discussion on managing a condition, or even a podcast aimed at caregivers for individuals with dementia or cancer.
Experiment with various mediums for a specific niche community and once you identify the ones that resonate, expand these to other patient groups and sectors. The more your content aligns with a community’s needs, the higher the likelihood of them utilizing and sharing it.
Encourage patient reviews
Patients typically post reviews when they are driven by an exceptionally good or notably bad experience. Reviews undoubtedly have the power to either uplift or tarnish your business. With a thoughtfully constructed patient feedback mechanism, healthcare providers can enhance their care quality and boost patient involvement.
Endnote
The landscape of healthcare marketing in the digital age has drastically evolved, requiring providers to adopt innovative and advanced tactics to successfully connect with and engage more patients. Through the execution of distinct campaigns and strategies, you can set your brand apart and leave enduring impressions.
