What You Can Learn From The Latest Healthcare Marketing Trends : The healthcare industry globally is worth around $11.9 trillion, and it is only going to expand in the coming years. While the medical community has consistently delivered with discoveries of drugs, tonics, practices, and whatnot, the healthcare marketing industry has also been a pioneer in several marketing strategies. Several techniques used by this industry apply to marketers from other industries and sectors as well, helping them in the common goal to bring in more customers.
Need for New Strategies
The primary motivation for the healthcare industry to come up with new methods of marketing is because people’s demands have changed. A healthcare company should go the extra mile to offer something of value to the people that they cannot get by just googling.
Consumers’ demands have, in fact, changed everywhere. People want instantaneous results, personalized attention, detailed instructions about a new product, and other such needs. The healthcare industry has managed to do most of these through its marketing campaign tactics, and here is how.
What Marketing in Healthcare Has Taught Us
Consumers Want Video Content
When you want to promote a new product or brand, the best form of marketing content you can create is video. Video marketing is extensively used in the healthcare industry for making promo videos and instructional guides about a new medicine or exercise. Video content is predicted to flood internet traffic in the next couple of years because they offer significant advantages to the marketer and consumer.
For the consumer – especially in healthcare – a video conveys the value of a new product most comprehensively: what is it, how to use it, what doctors and patients say about it, and so on. For the marketer, videos bring them more views and visibility then infographics or textual advertisements.
Making a video is no longer as expensive as it was, say, a decade ago. There are enough free (and premium) video editing tools available online that you can use to enhance your video by adding sound, text blocks, intro sequences, and other elements. You may even use a video brochure to help spread your message or product to consumers and to other healthcare organizations.
Social Media Helps You Get Connections
In healthcare, most people don’t know what product to buy unless a doctor recommends it for them. Earlier, healthcare companies and patients rarely interacted directly but rather, only through a doctor or a hospital. However, as more people shift towards online medical consulting, healthcare companies have more opportunities to get in touch with their customers, mainly through social media.
For any industry, social media platforms are the most effective way of connecting with your existing and potential customers. When you share posts on your official page, you can reply to the customers who post comments or send you private messages directly. Your prompt communication will make them feel more valued, thereby boosting your brand image.
It is essential to post content regularly on social media platforms; once a day is usually enough to keep people engaged. The posts need not only be about promoting a product; they can be informative articles or online events like quizzes too.
SEO is More Important Than You Think
A key concept in marketing is search engine optimization (SEO), which, in simple terms, is an indication of how easily people can find your website through search engines. Healthcare marketers need to optimize their content so that Google and other search engines promote their websites to the top results. The higher your site ranked in Google, the more likely it is that people will trust it.
Every company that creates fantastic content should deserve to be on the first page of results, but that is possible only with some curation of content to optimize for SEO. Use keyword-searching software to find out the trending keywords in your domain and use them enough times in your content (typically a 2% density). If you upload video content, ensure you give it an apt title, and a clear description of the content, video-hosting platforms like YouTube sort your videos based on these parameters.
Make Use of Artificial Intelligence
In today’s digital era, artificial intelligence is rapidly finding applications in several industries, bringing about sea changes in the way things work. The marketing industry has also started to realize the power of AI in their campaigns, and the healthcare industry has put it to good use.
One area where marketers use AI is to track their campaign progress: how many people visit your page, where they are from, how many of them share your posts regularly, and other details about your followers. Another area of application is consumer-centric marketing or personalization. The principle behind this is that AI helps you to keep track of every customer separately and create specific, targeted ads for all of them.
AI also helps to automate many processes. For example, you can have a live chat feature on your website where a chatbot automatically answers commonly-asked questions. Other AI-embedded tools help you generate transcripts and closed captions for video content using speech-to-text tools.
Putting it Together in a Website
When you have all the content and social media pages ready, you need to use them to make people visit your website and stay there. Your website should be comprehensive, covering everything a user would expect.
The design aspects should be of high quality: use discrete sections or panels, contrasting colors, and optimize the appearance for the mobile view. Most viewers tend to browse the internet on their mobiles, so your page should also be responsive enough, i.e., it should have a loading time of less than 5-7 seconds.
Including a call to action (CTA) is a vital step in every website because this is what prompts viewers to take the next stage of purchasing your offerings. Add enough contact information as well, like email, phone, and a physical address.
Learn, Then Apply
The techniques mentioned above give the healthcare industry plenty of benefits in their marketing campaigns, but the underlying principles of each work for any industry. Plan with your marketing committee how these can be modified to suit your business better, and execute them. Marketing is the bridge that connects the company and the consumer, so these tactics will always be useful as long as you serve the people.
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