October 12, 2016
The marketing landscape continues to evolve, and there are constantly new techniques for healthcare marketers to keep in mind while planning their strategy. As consumers become savvier about their choices and lifestyle, digital marketing and online content will become increasingly relevant, allowing providers to engage and communicate before an appointment.
Clients are evolving along with the trends, so staying ahead of the game will give your business a competitive edge. Include the following four trends in your marketing strategy to help your business:
People use the Internet to gather information, and healthcare is no exception. Mobile continues to rise to the top of digital usage. Google Adwords announced in 2015 that more searches occur on mobile than on desktop. When people search for your business, they want to find the information within a few clicks, and will move onto a different site if the information is not easily accessible. If your healthcare business hasn’t invested in a mobile-friendly website, now is the time. Having a responsive website is no longer a bonus to your site, it is a necessity.
With the help of the Internet, patients are taking their health into their own hands. Patients often do online research before and after visiting their doctor, gathering information on symptoms and treatment. Pew research says, “One in three American adults have gone online to figure out a medical condition.” With so many searches being conducted, healthcare companies must be aware of what people are searching for online, and how they can appear in the results.
You might wonder how social media can benefit healthcare businesses, but many people research a brand’s social media pages before committing to their services. A study published in the Journal of General Internal Medicine compared 4,800 U.S. hospitals and their Facebook five-star ratings to their 30-day readmission rates. They discovered that hospitals with lower readmissions rates had higher Facebook ratings, and hospitals with higher readmission rates received lower ratings. Social media has changed the way healthcare services can communicate with their clients. Mediabisto says, “More than 40% of consumers say that information found via social media affects the way they deal with their health.”
When patients or perspective patients search for healthcare services, they want reliable information, so a business needs to give those clients a promising place to gather it. Social media, blogs, and email are all outlets you can use to provide value. With the right content your business can gain a patient’s trust.