Healthcare is always growing. As the population increases, so does the demand for more accessible healthcare. Technology plays a major role in contributing to the growth of the healthcare sector These technological advances have brought forth new markets in healthcare that were once dismissed as niche, such as virtual healthcare.
Virtual healthcare is popular due to its ease of use. A user can register online for everything from a walk-in clinic visit to a mental health counseling session. It’s easy for users to visit a website or app to schedule appointments. They can also virtually interact with healthcare practitioners for easier access to medical consultation.
Besides virtual healthcare, there have been many other recent trends in health organizations. Healthcare marketing is on the rise, and you should be aware of these following industry trends:
1. Email Marketing
Throughout the pandemic, it was important for brands to reassure their customers of a better tomorrow. From a health standpoint, that meant an immediate shift to email over other communication methods. For instance, a lot of virtual care apps and telemedicine methods involved registration including with an email.
E-mail marketing builds lists of contacts that can be used to forward services, offers, or advice on policies. In addition, e-mail marketing helps to spread the word about what a healthcare organization offers.
2. Video marketing
In healthcare, if a user had to choose between text, audio, and video, almost every time they’ll choose video. A database of short informative videos is one of the best healthcare marketing strategies you can use to create brand awareness. In the videos, users get to see a little of what goes on behind the curtain. They can also meet your brand and get a feel for what to expect when they opt-in for your healthcare service.
3. Social Media
Social media is your distributor. They get the word out. When you make a video, begin a new program, or offer a service, use social platforms like Facebook, Instagram, and Twitter as your broadcasters. On these platforms, you can encourage user engagement and increase online exposure. Plus, you can reach users who may not have otherwise known about your service.
4. Online reviews
Nowadays, a user can look up the name of a doctor, hospital, medical facility, or healthcare organization, and see what real people are saying about it. Reputation is everything. The average person doing research online will take 1-6 reviews before they make a definitive decision on a healthcare brand. Monitor your online reviews, respond to negative ones, and work towards as perfect a score as you can get.
5. Customer Testimonials
Just like online reviews reassure us that a healthcare organization can be trusted, so do testimonials. Customer testimonials, particularly by video, still work. Testimonials are especially effective on new products and services, if you’re a new healthcare organization who has just set up shop in a region, a customer testimonial video makes for a welcome introduction.
6. Updated Web Design
Healthcare organizations have a lot on their plate. The look of their web design may not be at the top of the list. However, now that healthcare has transitioned online, it’s important to have mobile-responsive, keyword-optimized websites that load fast and are user-friendly. Intuitive navigation is very important, ensuring users can find the information they’re looking for in three clicks or less.
7. More Information
Medical education online is big right now. People want to do their own research. As an organization, if there are services you offer, it’s not enough just to list them. Instead, write articles on them. Explore them as topics. Have Q&As on different subjects. Doing all of this may also help your pages get into featured snippets on Google. This puts your healthcare brand among the first query results in its respected category.
8. Market Locally
There’s a lot of competition in healthcare marketing. Simplify things to a niche. Location is how to do that. Local SEO allows you to use keywords and geographic data to get your brand into premium features on Google, Yelp, Facebook, and more. Focus on the city or region you service, incorporating those identifiers in with the rest of your keywords. Also, register for online directories. Ensure users are able to find out and that your service location is accessible.
Micro-influencer marketing uses popular figures on social media to market a product or service directly to their audience. It’s sort of like ‘sponsored by’. If you are offering something new or lacking an established audience, you can build awareness, engagement, and audience by putting your brand out in front of someone else’s.
The key here is selecting the right influencer. For example, a brand offering mental health counseling would not necessarily utilize the same influencers or micro-influencers as a plastic surgeon. When done right, influencer marketing can nab you many likes, comments, and cost-effective exposure.
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