The ever-changing landscape and growing contest between brands made the healthcare industry incredibly complicated and unpredictable. Here’s how marketing technologies and methodologies come into play. Effective marketing strategies are the key to the success of any industry, including the healthcare field.
Understanding the trends in the field will empower you to meet the needs of the people and position your organisation’s name to attract, connect and serve more patients than ever before. Keep reading to know how to capitalise on the latest marketing trends to stay ahead of the curve.
Defining the Healthcare Marketing Ecosystem
In today’s digital era, most healthcare consumers spend an average of five hours daily on digital platforms. Therefore it is vital to design an effective healthcare marketing strategic plan after identifying the trends and critical opportunities for experimentation.
The dominating trends of healthcare marketing had shifted rapidly during COVID-19, allowing hospitals and clinics to embrace digitization steadily. Taking advantage of this digital landscape will help you put your brand informed among the most viable consumers and keep up with the competitors in the industry.
Best 5 healthcare marketing strategies in 2023
Nowadays, more and more healthcare practices are turning towards digital marketing platforms to stay competitive and on top of the patient’s mind. In 2023, healthcare marketing strategies must be more authentic, innovative and authoritative according to the fast-paced digital world. We have compiled the top 5 healthcare marketing strategies you can’t ignore in 2023 and beyond.
Videos are the secret to digital growth
In 2023, video marketing strategies for the healthcare industry are no longer a luxury but have become necessary to gain more potential consumers. Patients tend to research the healthcare clinic before visiting in person and committing to their services. They prefer to watch the demonstration of your skills, culture and accomplishments for similar medical conditions through video content.
Rather than scrolling through the long paragraph of text, they want to get the information promptly through a short video. Research has suggested that people consume visual information 60,000 times faster than text. For instance, you can efficiently use video marketing ideas by creating videos for the following concepts,
- answers to Frequently answered questions of patients regarding their symptoms and illnesses.
- Educational videos with effective healthcare tips and recommendations.
- latest trends in the healthcare industry
- Debunking the myths about various diseases and treatments
- How-to videos and healthy exercise.
- Testimonial of patients about their honest experience and view of your hospital
Investing in Local Search Engine Optimization is a must
SEO or Search Engine Optimization is not a new concept for marketing. However, it is an evolving aspect as Google tends to change its algorithm. The healthcare industry has fewer in-person interactions these days, and people prefer to look at the practice online. Investing in the latest SEO practices is an essential trend in 2023. When your brand gets lost on the last pages of Google search results, it will have a negative impact on your growth rate.
Begin the strategy by conducting an in-depth audit and focusing on employing reliable keywords after a comprehensive analysis of competitors. Using other digital tactics, such as SEM (Search Engine Marketing), will establish a strong foundation for your brand. When local SEO and SEM are combined in the healthcare marketing strategies, it will profoundly enhance your rank in the Google results and promote organic traffic to your website. Moreover, local SEO is less competitive as you compete with the local community instead of competitors worldwide. Here are some tips for optimising your local SEO.
- Optimising the website for mobile website
- Create and Optimise GMB (Google My Business)
- Opt for local link building on your brand website
Voice search has become a game changer
While search engines are constantly transforming and improving their algorithms to offer consumers the most accurate and reliable results, healthcare consumers prefer to use voice recognition technology, a popular medium of search engines, to ask about various health-related topics and healthcare brands. Some commonly used voice assistants are Alexa, Siri, and Cortana.
Given that, opting for voice search optimization can benefit your healthcare organisation’s growth.
Here are some important factors to consider when optimising your content for voice search.
- Focus on using natural language in your website and long tail keywords like the best dietician in Delhi, as people usually voice out the complete question while using the voice search.
- Ensure to address the queries and needs of patients simply to make communication more convenient and easy to understand.
- Make sure to include an FAQ section on your website to provide answers to the question of patients in a conversational way.
Leveraging the power of social proof
After the pandemic, healthcare consumers have become more cautious in choosing the best healthcare providers. They tend to look at the ratings and reviews of the respective practice, as they are considered the most influential elements in acquiring new patients. Managing social proof effectively can highly impact your marketing efforts while earning the trust of new and existing patients.
Studies have reported that over 80% of patients trust online reviews like personal suggestions. Here are some suggestions to capitalise on the social proof and execute it in an innovative formation.
- Storytelling – You can create an inspiring story of a patient starting from the consultation to the treatment. It will help you build a better relationship with the patients.
- A day in the clinic – Nowadays, patients want to know about their physicians on a personalised level. Creating a social proof of what you do in the clinic daily and what makes you unique will enable them to decide whether you are a perfect choice.
- Live streaming – Going live via Facebook and Instagram and holding Q&A sessions with experts in various specialities will increase your credibility in the field.
Prioritising Patient Communities through Multichannel Marketing
Various resources are available online, like Forums, Google searches, and WebMb, where healthcare consumers reach out to better understand their conditions and join the community with similar experiences. Therefore creating communities for patients will empower your brand and bring patients together, bolstering your marketing efforts.
The patient community should offer support, advocacy and education to the people. As a responsible organisation, you have to coordinate and build more touch points based on the existence of current and potential individuals to make them interact with you. The strategy should focus on multichannel and ensure consistent engagement with patients in every stage of their healthcare journey.
Healthcare marketing strategies will evolve throughout the coming years as per the trends. However, patients rely on reliable healthcare providers who can support and guide them in achieving optimal health outcomes. In such circumstances, you must be transparent in updating your marketing strategies according to the latest market trends to take your digital game to the next level.
At Adjet marketing, we employ various productive healthcare marketing strategies, including inbound and outbound methods, to help you increase your patient engagement and excel in your brand on digital platforms. In a nutshell, we help you to plan and employ these trends in tune with the latest technologies to keep the patients engaged and stay loyal to your brand.