5 Effective Digital Marketing Strategies For Healthcare
It is a difficult time for hypochondriacs.
The internet is flooded with self-proclaimed fitness gurus and health influencers, who spread misinformation about health and diet.
Despite a massive 73 million user base, WebMD has an accuracy rate of only 3%-53%. This indicates a gap in reliable content coming from reliable sources and experts in this field like you.
44% of people in medical needs search for doctors and 36% look for hospitals online. This is why it is essential to be present online and have a strong digital marketing strategy for hospitals and clinics.
But marketing for healthcare is different than other products and services. Have you ever seen an advertisement offering “Get 1 free checkup after referring 3 patients to us”?
Hopefully no.
So, how can you do online healthcare marketing for yourself keeping in mind the nuances of the healthcare industry?
Let’s discuss that in detail –
HOW TO DO DIGITAL MARKETING FOR HOSPITALS?
E-Mail Marketing :
This is the oldest and the most preferred way of marketing. If combined with a clever strategy, it can yield good results
In the healthcare industry, the average email open rate stands at 21.48%, while the average click-through rate amounts to 2.69%. E-mail marketing strategies in the healthcare industry can be used to forge good relations with your patients.
Some good examples of e-mail marketing can be – Sending an automated mail as soon as the prescribed dosage runs out, inquiring about their health would make the patient feel valued.
If the patient is satisfied with the services forward them a link to a Google review form. This way you could collect all the good reviews for your hospital and display them on your websites.
All the collected details of the patient like age, gender, and date of birth, can be used to send customized e-mails. For example, sending birthday wishes for a child who was delivered in your hospital and attaching a list of vaccines scheduled for that age would attract his parents’ attention.
Email for marketing can be a good way of maintaining constant contact with patients.
Content Marketing
A well-crafted content can go a long way in digital marketing for healthcare institutes. You might be wondering “What can be posted for content marketing for healthcare?” So, here are some Content Marketing examples –
a. Blog posts
72% of people google their symptoms before consulting a doctor (Pew Report). These potential patients are even unaware that they need a doctor for their symptoms. In this case, your blog post can address the awareness and interest stage of the person and drive them to make a decision to choose your service.
- Imagine someone searches online for “consistent back pain,” and you happen to have a blog post that addresses this issue. When they click on your website and find helpful answers to their question, they’ll see you as an expert in your field. Plus, by bringing them to your website, they can discover more about the services you offer.
- Mayo Clinic’s blog “Sharing Mayo Clinic” is an excellent example of how content can be used for digital marketing. They share stories of patients along with their family members’ journey to recovery.
Infrastructure and services offered
– You might question “How can showing infrastructure and services be a digital marketing strategy for hospitals?”
Well, it is.
60% of people prioritize a hospital’s reputation while choosing a healthcare provider (Healthgrades 2019 Patient Confidence Survey) Hospitals can post about their modern infrastructure and state-of-art technologies and specialized services to gain the confidence and trust of potential patients.
Posting about the latest research in your hospitals, and sharing groundbreaking firsts, further proves your dominance in the field.
Testimonials
I am sure you remember that patient who kept referring you again and again. Felt good, right?
With testimonials word of mouth goes online. These positive testimonials from your previous patients can convince your potential patients about your services. This can be a good way of digital marketing for doctors.
These testimonials could be written texts or videos which work better.
Use social media for marketing
– 70% of people are more inclined to choose a healthcare provider that actively engages on social media (Sprout Social study) You can leverage social media to increase your customer base. If you don’t have time, don’t worry. Contact us and we’ll manage your social media, leaving time for you to focus on your patients. Our expertise in digital marketing can help you create a better social marketing strategy for your hospital. Educational content like preventive measures, “How to” posts, and live Q&A sessions, will increase your brand awareness and establish you as a trusted professional in your field.
- Personal branding works better than a hospital’s social media. Dr. Devi Prasad Shetty, renowned cardiac surgeon and founder of Narayana Health, has established a personal brand for himself. His personal branding has more followers than his hospital “Narayana Health”.This Personal branding builds trust and instills confidence in the public towards their doctor.
Using Chatbots for enhanced connectivity with patients
Chatbots can provide better engagement and increased efficiency. Ask your digital marketing agency to optimize your chatbot landing page so people can get answers to their queries even without coming to your website directly. These bots can offer 24/7 customer support which can also answer FAQs, re-schedule appointments, and book follow-ups.
A chatbot can also help in checking a patient’s symptoms, and decide if they need medical treatment.
Another exceptional use of chatbots can be for mental health assistance of your patients. By leveraging Artificial intelligence in chatbots, users can engage with them when they feel hesitant to confront a doctor in person. These chatbots provide anonymity and privacy which can provide a safe way for the patient to express how they are feeling. The instant response to queries will reduce waiting time. Chatbots can alert hospitals accordingly to the symptoms of the patients.
WhatsApp Marketing
Did you know WhatsApp marketing demonstrated a 70% cost reduction in lead generation and customer acquisition, compared to other channels? Leveraging WhatsApp marketing can effectively counter the rising Customer Acquisition Cost (CAC) due to its more economical nature.
WhatsApp can also be used to send appointment reminders lowering no-show rates by 30%.
During COVID-19 Pandemic, telemedicine usage surged by over 200% (McKinsey & Company Report). It made people accustomed to taking benefit of healthcare services in the comfort of their homes.
You could also spread your business to rural and hilly areas provided they have internet services.
These are some of the best online marketing strategies for healthcare industries, where they can increase their business at the same time excel in their noble profession.
Bonus tip, you can also network with nearby clinics, doctors, and pharmacists, who can give referrals to you. This type of arrangement can be a win-win for everyone involved.
Now, to answer some most asked FAQs,
Digital Marketing for Healthcare FAQs –
Q1. Can a doctor do digital marketing?
Ans- You can create a personal brand on social media platforms and share interesting knowledge bits with the public. This will help you to stay connected with people and portray yourself as a reliable and experienced person. This will increase your reach and take your brand to a bigger platform at the same time not seem very salesy.
Q2. How do I attract more customers to my clinic?
Ans – Digital marketing strategies for clinics will be similar to hospitals except for your SEO optimization. If you are a small clinic, you would want to attract patients from your area, while if you offer some specialized surgery a pan-India approach would suit you.
2 million patients travel to India from foreign countries for medical treatment, which has generated $6 billion for the Indian health industry. You can target those patients by optimizing your website and taking your business to a global level.
Conclusion –
To boost your business in today’s digital world, you will have to move with technology. Be present where the public can see you. Popping up just in time, and constantly staying in touch in the most subtle way possible will keep you top of mind recall for a patient.
You don’t have to worry about spending time curating a digital marketing strategy for yourself, you can hire an experienced digital marketing agency to do that for you. Contact us to increase your online presence and come up with a perfect strategy that is curated just for you.
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