Like many other businesses and corporations, healthcare professionals want to see their brands up in the ranks of blue-chip entities. Such brand development milestones are only achievable by leveraging on the tactics of strategic healthcare inbound marketing. The secret to excellent digital healthcare marketing is in understanding the desires and concerns of your target audience. You don’t want to come out as someone only interested in selling without providing factual solutions to your audiences’ queries. What are some of the digital marketing campaigns that every healthcare marketing professional would love to implement in their efforts to broaden their reach and loyalty levels? Here, we look at some digital healthcare marketing strategies that guarantee results.
How friendly and detailed is your website?
Almost everyone in medical practice has a website. The question should be whether this website serves the purpose of being the “elevator pitch” it is supposed to be. Anyone that makes a visit to your site should come out convinced and satisfied in your service quality levels. Your website should also be intuitive and CX (customer experience) friendly.
Many patients are very eager to engage their doctors on digital platforms. However, the main challenge they face is the lack of quality and simplicity in the design and content of these platforms. There are a myriad of channels healthcare marketing professionals can exploit to avoid followership indifference. For instance, you can use various extensions and tweaks on your website to enable appointment bookings, ratings, reviews, and comments. Such adjustments make your website more interactive and user-friendly.
Besides, we are in the era of mobile devices and you simply cannot afford to run a site that is unresponsive. Many people do their online searches on mobile devices and make important decisions on services or products procurement based on search engine results.
Make lots of inspirational videos
Videos are a great way to inform your audience about your products and services. You don’t have to make expensive crisp-clear videos to make an impact on your viewers. They can be as simple as smartphone videos, but if done with a little professional touch, they will go a long way in creating lasting impressions on the hearts of patients and prospects alike.
In most of the healthcare videos available either on social media or search engines such as YouTube, you will find a lack of detail and precision. Otherwise, everything else about them is ok. It is therefore essential to provide useful information to your followers because people hate to be greeted by non-specific and incomplete detail that, in most cases, is the norm with online videos. If you can spare some funds out of your budget for polished high definition clips, why not go for it? It is also an addition to your marketing endeavours if you can embed short videos into your email marketing campaigns.
Still on videos, VR (virtual reality) is here to revolutionize how patients can interact with their healthcare providers in a way that is as close as possible to real-life medical operations. It typically works by enabling the user to manipulate an image using the cursor to get the view from different perspectives in 360 degrees. Facebook’s Oculus Rift is an example of a VR application that can be used to improve patient interaction as well as provide valuable information on complicated medical procedures.
Blog content matters more than anything else
Blogs are marketing champions if meticulously done with the needs of the readers in mind. People consume online content to learn or check for information on specific subjects of interest. When it comes to healthcare, the trend is the same, and all forward-looking healthcare marketing experts will agree to this fact. It is not enough that your blog is out there and patients can browse through if they are interested. The goals and objectives that you want to achieve with your blog must be consciously laid down.
Look at your prospects and think about the topics that would grab their attention. Topics like healthy eating habits, the benefits of physical exercises, lifestyle illnesses like cancer, and sleep problems are in most scenarios the search topics in the SERPs. It is also crucial that you factor in the place of keyword and local SEO so that people looking for services similar to your offerings can easily find you.
It will interest you to know that in the modern age, most people prefer to skim through online content rather than read them line by line. Such biases call for the use of infographics to summarize information for ease of readership. Infographics draw people’s interest due to its visual nature and simplicity. Plus, they are a great way to get social shares. You also put your healthcare outlet in good standing with loyal patients and better possibilities of getting new ones.
The power of the hashtag
It is incredible what hashtags can do to drive traffic to your social media channels as well as your website. Create conversations and question-answer forums on complex medical topics that are likely to create an online buzz. Consistency is critical in pulling off such daring marketing campaigns. People are always ready to participate in discussions that affect them directly; the more the discourse on subjects that resonate well with their concerns and aspirations, the more likely you are to command their attention. You also, as a result, end up with a movement.
Create captivating stories
Brand visibility and loyalty are primarily about the gift of storytelling. Talk about experiences that both doctor and patient can emotionally and intellectually relate with. Stories about the lives your services have touched – about the impact of your clinic on the community, both on social media and where possible, on multiple dedicated blogs.
Whenever your following feel that they are appreciated and you care about their well-being, they tend to develop trust and loyalty to your brand. Great stories inspire confidence and as a result brand loyalty. It is important to remember that stories don’t have to be plain text. It is always a good idea to share videos both on conventional digital media (TV or radio) as well as on social media and search engines like YouTube. Due to demographical variations and cultural differences, you may need to carefully select the digital media that best suits your target audience.
Podcasts are a marketing gem
If you are looking for loyalty, try podcasting. You are surely not going to shake your head in disappointment. Studies reveal that podcast listeners are the most loyal of all digital media consumers. The usage and consistency numbers are impressive too. Podcasts have grown to become very popular in the 21st century, and it is a no-brainer that healthcare marketers should be quick to utilize its invaluable capabilities in listener engagement.
The uniqueness of podcasting as a digital marketing platform is its ability to bring out the host’s distinctive qualities. For instance, you can take the opportunity to do interviews with your in-house specialists and even external practitioners on organizational policy or holding discussion panels on various health topics.
Do you want help with marketing your health care business? Daptiv has been enabling Asian businesses in creating great customer experience by using the best class technology and tools. You may contact us for more information or questions.
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