It’s a common adage among physicians that preventing disease is always preferable to curing it. Similarly, it’s better to have a healthcare marketing strategies plan in place now than to wait until you find out that your patient marketing CRM database is almost empty.
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What is healthcare marketing?
Healthcare marketing is used to promote services by hospitals, doctors, healthcare systems, healthcare staff, care workers, health professionals, and healthcare marketing executives.
Outreach and communication are used as part of a business strategy to bring in new healthcare users, help them through their journey, and keep them interested in the health system.
The best healthcare business plans combine omnichannel, highly segmented, and specific online and offline efforts to start engagement and growth, focusing on performance measures and returning capital unique to each market.
How can Healthcare marketing help your practice?
● Keep them motivated throughout the patient’s voyage with relevant, personalised, and reliable outreach.
● Improve patient loyalty and short-term retention in your healthcare organisation.
● To generate income, increase the number of qualified leads.
● Assess your performance and adjust the strategy accordingly.
● Boost your significant benefits in an increasingly competitive market to attract patients.
Adaptability and focus are essential in today’s fast-paced healthcare industry. Depending on the project’s scope, you may need to bring in outside help and plan for a larger budget than previously. And yet, in the long run, that peace of mind and increased patient volume are well worth the investment.
15 Things to consider in Healthcare Marketing Strategy
Consistently brand the healthcare industry You may think that your specialisation sets you apart from other medical facilities. Consumers are wary of buying from strangers because they can’t tell one white coat from another. The overall cost-per-acquisition can go down by making and spreading a strong, well-known brand.
First, you need to figure out who you are and what you stand for. Is there anything that sets your healthcare organisation apart from the rest? Is it the way you treat your patients? How about a family office? Is this a relaxing environment, similar to a spa? Patients are more likely to recall the name of your healthcare organisation if your medical staff is distinctive.
Brand trust is built by promoting achievement awards when consumers are asked to put their health in their hands. Finding your brand’s niche may take some time. Your healthcare marketing plan will probably come together as you better understand your brand building through marketing materials.
Evaluating the online patient experience is necessary:
A website was all you needed a decade ago to attract new patients and direct them to your healthcare business. This is a novel way to get health care. Often, it’s the first thing patients see, and if it isn’t streamlined for customer experience, it may be the one.
Be patient with yourself. Would a site visitor be able to tell in 5–10 seconds where your practice is located, if it has multiple locations, and what its primary services are? How quickly can they get in touch with the right person? Is the patient depicted in the images and words?
In web design, consumer experience is essential. Designers who focus on the websites’ aesthetics may ignore the patient experience. Websites are frequently reworked. Shifting the “Contact Us” form to the top of the page might help.
Inquire about how your patients usually interact with you through your web page, a third-party service, online ads, etc. Your health care marketing plan must be flexible enough to meet the needs of today’s consumers. Observe the path customers take after they first contact your health system and whether they call. You can learn about your customers’ needs and motivations by creating a patient chart.
Build a mobile-friendly healthcare website:
The website automatically switches to fit as the screen gets bigger or smaller. When trying to crawl a healthcare site, search results look for things like this to evaluate how and where your site will rank.
Sites optimised for mobile users will be given preference over those that aren’t. Responsive websites are the best for mobile virtual healthcare. A responsive site doesn’t mean your photos and materials won’t be accessible on mobile devices, even if you already have one.
Test your website speed periodically
According to healthcare marketers who conduct research online, study after study shows that patients may be less willing than ever to put up with slow page loads. A potential patient can be lost on a slow website in the blink of an eye.
Your hospital or medical website could be penalised if your users (or patients) have a bad experience. Google PageSpeed Insights can be found here. Consult with your web developer to learn how to reduce the time for pages to load. Check out your competitors in your “healthcare neighbourhood” or “medical services niche” to see how fast their websites are.
Enhance the search engine result pages of potential patients
Medical practices and hospital networks can benefit from search engine optimisation (SEO) techniques. However, it’s more complex than most marketers realise. Your webpage can’t just use “healthcare practice” 100 times and expect to rank #1 on Google among local doctors.
Optimising your website for the right healthcare-related search terms is easier by using the right phrases and keywords (e.g., medical conditions, healthcare professional treatment).
In addition, Google prioritises readability over all else. Having links pointing back to each page of your healthcare website is one of the best practices for SEO in healthcare marketing.
Reputable health websites are a good source of backlinks for your website.
Keeping an eye on your site’s index and sitemap is important. Google My Business can help you take control of your healthcare website’s online presence by adding your website to Google’s search results.
Healthcare marketing can benefit from PPC and display ads
Increasing a healthcare practice, hospital, or hospital network’s online visibility is a goal of healthcare SEO. You’ll mostly see 3–4 paid ads well above the results since you’re the first result for a search query like “Tulsa dentist.” Search results page charge ads are those that consist of a search engine’s results.
Setting a budget and deciding how much you’d like to invest to keep your website noticeable in search results is possible with pay-per-click (PPC) adverts. There is a short return on capital for both PPC and display advertising on other internet sites; there is a short return on capital.
Leverage social media to reach your patients
Numerous hospitals and medical practices rely too heavily on natural social media for their virtual care marketing strategy. When it comes to social media, posting directly to Facebook, Twitter, and YouTube is referred to as “organic social media.”
It’s not your only potential opportunity. Even if you don’t know anyone on social media, paid advertising on these platforms is a more effective way to connect with potential customers. When it comes to local healthcare organisations, most people don’t share their posts online unless they’re already engaged or employed.
Ask for genuine reviews from patients
Over half of all Americans say that when it comes to finding a doctor, hearing about other people’s experiences with that doctor is extremely important.
Your website can benefit from automatic data reviews from contented patients, which can be used to counterbalance negative reviews that have been posted somewhere else online.
Respond to patient feedback
You can’t control what your patients write about you on Yelp and other review sites. It is possible to respond to any patient feedback and demonstrate that you are working on the problem. Yelp and other review sites adapt and respond directly to customer feedback. Patients may be more likely to update their reviews if they receive timely follow-ups from the provider.
Any healthcare marketing plan must include reputation management, but this does not mean that you should become defensive when a customer leaves you a bad review. It’s about making improvements based on feedback from previous patients and guaranteeing excellent patient understanding moving forward.
Look into traditional media options.
Many healthcare facilities, healthcare systems, and practices are afraid when investing in external media. Enlisting the assistance of reputable healthcare media buyers is the best way to ensure that the right person sees your ads at the right time. It’s difficult to get patients from a billboard in the middle of nowhere, but a commercial that airs on a stream with the demographic trends of your typical patient can work wonders.
Build doctor referrals into your marketing plans
Doctor referrals are one of the most effective methods for attracting new patients to your practice. Overwhelmingly, medical practices and specialty groups rely on their front desk staff to contact doctors who might refer their practice to a colleague. Visiting hospitals, licensed caregivers, and medical practices daily is what a physician liaison should be doing for you and your team.
Check in with your current patients.
If you want your patients to spread the word about your practice, ask them about their families. Sustain a personal feel by following up with patients after an initial consultation or process to see how they’re doing. Referrals from trusted sources are an essential part of any healthcare marketing plan.
Become an authority in your specific field of medicine
Use LinkedIn communities and other internet forums to stay on top of developments in your particular area of the healthcare sector. You should periodically send out press releases to the healthcare system. Consider using a service like HARO to help you gain more exposure in the healthcare industry (Help a Reporter Out).
Track your marketing strategy
Keeping the regular track of your marketing strategy is important to determine its success or failure. Make use of analytics tools to assess the impact of your marketing campaigns on your audience. This gives your healthcare organisation the much needed opportunity for bringing change in their approach and strategy at any levels and resonate your marketing message with your audience.
Audit your front desk’s response to your healthcare marketing initiatives
If you conduct an audit of your healthcare patients’ front desk or call centers, you may discover long hold times for new patients. Confusion or misinformation on the part of the patient scheduling system that is too slow. Your employees can’t talk about or “sell” your health services.
You must have a healthcare marketing strategy to appropriately reach new and old patients. Even if you are happy with the number of patients you have, you still need a medical advertising plan. Do consider hiring expert digital marketers to optimise your social presence organically and faster if they are well versed in ad serving.
With Expand My Business, we can help you realise the objective of winning growth for your healthcare organisation. With our pool of 1000+ verified partner agencies and vendors, we have the relevant industry expertise to help you get delivered. Our proprietary algorithm will help you find the most suited partner agency that works within your budget and your project requirement. Furthermore, with our end-to-end delivery solutions, we assign you a dedicated delivery manager to manage the complete delivery of solutions and quality of deliverables.
We are Team EMB the voice behind this insightful blog.