Where do your new clients come from? It might be easy to assume a majority of them come from referrals. But in this digital age, consumers are savvy. They know how to search and do it well. That makes digital health marketing necessary for any healthcare provider’s strategic plans.
A recent survey found that 51 percent of consumers reported using the internet to find and select a new primary care provider. Respondents were more than twice as likely to use digital sources than a doctor’s referral. Still think referrals are the way to success?
You have to be where people are searching. More than 78 percent used Google. What might be even more surprising is that nearly 20 percent used Facebook. Today’s organizations are winning because they know how to take advantage of digital health marketing to boost engagement and connect with people looking for them.
Exploring Healthcare Digital Marketing
You can’t build a practice and just assume people will come. Healthcare is becoming more specialized. It’s also increasing in transparency. Which is why healthcare digital marketing is more important than ever.
It encompasses promoting and advertising to reach patients through digital channels. It involves creating a solid online presence where patients can go to become more educated and informed about their health outcomes. Patients are no longer passive recipients; they research well and want to be a part of their health journey.
Digital marketing guides them along the journey. With internet access, patients can research on their own, find services they wish to receive, check physician reviews, check ratings, and talk with others who may have had similar experiences. Build it right, and you can become an expert in your field.
Reasons To Build Your Digital Marketing Strategy
Healthcare digital marketing brings your marketing strategy to the internet. It allows you to be where your prospects go to find healthcare solutions. Organizations are now taking charge and building their digital strategy for many reasons.
Tap a Wider Audience Net
With mobile devices in hand, consumers are used to searching for everything they do. Unlike print or TV ads that are broad-based, the internet allows you to niche your demographics. You can be as specific as possible, reaching exactly who needs your services.
Differentiates Your Organization
No longer are generalists in high demand. Instead, people search for specifics. They want a provider who “gets” them. The internet allows you to do that in a detailed way. Build a site that showcases your experience. Leverage digital marketing channels like websites, email newsletters, and social media to address concerns and share updates. This is where personalization excels.
Improves Communication
Those same marketing channels that allow you to personalize also give you access to better inform patients. What does your clientele need to know before, during, and after? Digital marketing gives you a variety of tools for you to instantly answer questions, address concerns, and provide updates. Automation is key so you can communicate all day, every day—whenever your audience needs you.
Boost Relationships
You can’t be there 24/7, but your online presence can. Think of all the ways you can help your patients as they move through the journey. Every piece of technology can be used to create a loyal patient base. Make it easy to schedule appointments, provide information, connect with information, and address any questions they may have.
Build a Robust Reputation
How do you want patients to think about you? While it can be scary for patients to walk in and access health services, if you build a robust online experience, you can cut down on anxiety and build trust with new and returning patients.
Leveraging Your Healthcare Digital Marketing Strategy
Convinced digital marketing is no longer optional? Realizing it is essential, but then where do you start? The good news is every action you take is cumulative and will help you as you grow.
Attract New Patients
Most people start their marketing efforts for the sole reason of bringing new business in. Digital tools and techniques help you attract prospects by thoroughly understanding your target audience and researching their online behaviors. The more you know, the better you can build. And you can utilize many different digital marketing tools:
- Website: This is where you showcase who you are. Make it professional, informational, and a central hub for prospects and patients to learn what they need to do business with you.
- SEO: Optimize your content to ensure you’re in the search engine results where your patients can find you.
- Social media: Connect with your audience to provide valuable information and build your reputation.
- Pay-per-click: Invest in advertising that can put you where your audience is searching for you.
Building Patient Retention
Keeping current patients happy is equally as important as attracting new ones. Digital marketing tools allow you to give every patient what they need along their health journey.
- Email: Staying in touch with your patients means you’ll be top-of-mind whenever they need additional services or need to refer you to their friends and family.
- Analytics: The more you know about your audience, the more you can do for them. Digital tools give you extensive information about who they are and what they want.
- Personalization: It starts with getting to know your patient avatar—who uses your service, and what are their needs? The better you define this, the more you can use it as you build an in-depth online presence.
Healthcare Digital Marketing Is Evolving
There’s a lot to consider when developing a robust marketing strategy. You must understand the nuances of marketing online. You also have to take into account HIPAA and other regulations. It’s a lot for anyone to keep up with, especially when you’re trying to do what you do best.
This is a journey, not a destination. A proper healthcare digital marketing strategy is constantly in motion, never-ending. But it does take a moment to start and move forward.
Is this your time? What steps will you take in the coming months? It could make all the difference in building a successful organization.
