The healthcare segment has witnessed booming growth in the past decade but this growth is not confined to only technological innovation in diagnostics and treatment. The quality of services has improved over the years and so has their availability. A lot of credit goes to the adoption of digital technology. It has bridged the gap between patients and doctors at diverse geographical locations. Patients can now access services as well as connect with providers across the globe, without having to worry about distances.
Digital strategies open new opportunities for providers as well as they can promote and sell their services far and wide. However, just having an impressive online presence is not enough to win. Since the competition in this domain is huge, you need to go an extra mile to be visible and sell your services to the maximum number of people. Embracing a result-oriented digital marketing plan is essential to win the race. Here are the trending digital marketing strategies that are transforming the healthcare industry.
Have an appealing and user-friendly website
First of all, you need to have an impressive online presence. Whether you are an independent healthcare provider or an organization, having a website is essential. Invest in one that is visually appealing and user-friendly in terms of navigation and functionalities. Your website is a branding tool that brings in prospective patients who search you online.
It should showcase everything that you want them to know about you, starting from your history to your current status, the services you offer, the experts who work for you, process, appointments, treatment costs, and more. If you have some certifications and recognitions that you want to highlight, include them on your website too.
Engage the visitors with informational content
Customer engagement is the key to successful online marketing and this article gives you fair idea about the importance of engaging customers and the ways you can do it. When it comes to healthcare marketing, serving content that is interesting, genuine and information is extremely crucial. Don’t just think about the content on your website; take an extra step by including a blog that covers all aspects of diseases and their diagnosis, prevention and treatment.
Cover the latest research, studies and medical updates on your blog to pass on the useful information to the patients and retain them for your site. User-generated content such as reviews and testimonials is a trending digital marketing strategy that you can adopt. The first-hand reviews from real patients engage the prospective ones and build their trust in you.
Target the users with resourceful emails
Another important aspect of healthcare digital marketing is an email strategy that helps you retarget patients. Of course, patients interested in information would go around searching for it but emailers keep you a step ahead. Serve contextual emails to the registered users and educate them with health updates and tips that cover a range of topics. Maintain a database of visitors who regularly visit your site and track the content they search and go through.
Use this database to send personalized emails to the users so that they are served the information that they are likely to be interested in. It is a good idea to have them sign up a newsletter which you can deliver once a month to keep in touch. Use it to inform them about new services, achievements and offers that your center is providing to the patients.
Leverage video content
Over the years, video content has become the hero as people are more likely to be impressed with visuals rather than textual information. Videos content makes all the more impact on patients who are keen to see the visuals of the latest procedures and diagnostic facilities that are being offered by a provider.
Strengthen your online strategy by having videos on your website. They serve as a free branding tool as people are interested in watching them and sharing them too. Make interesting videos on the facilities at your center, a specialist talking about a procedure and its benefits or a satisfied patient sharing the experience he or she had with your team.
Strengthen with SEO attributes
Search Engine Optimization (SEO) is the backbone of any online marketing plan and one for healthcare business is no exception. A website alone will not bring in prospective patients unless they are able to see it. You have to ensure that your site turns up among the top searches and this is where SEO will work for you.
Have a team that researches the most searched keywords and optimizes the website content with them. Strategies such as local listing, link building and content sharing are to be used to get your keywords in ranking and make a place in the top searches on search engines. Driving traffic and pushing conversions are the basics that SEO will handle for your website.
Propagate with social media
A healthcare organization that is not on social media will never be able to grow because they are missing on a huge growth opportunity. Social media acts as a powerful promotional tool, which is the reason that a social media strategy is an essential ingredient of a successful digital plan for any healthcare provider.
Hare regular posts on various social platforms such as Facebook, LinkedIn, and Twitter. Schedule the posts wisely and pick topics that are trending and most likely to generate engagement. Also, have social sharing buttons on your blog and website so that your visitors can easily share the content on their social profiles.
A result-oriented digital strategy is the one that is the right mix of all the elements mentioned above. As a healthcare provider, your main motive should be to build the trust of your patients as this is what that will encourage them to approach you. Staying updated is the best approach, whether it is about the kind of content you serve or the way you showcase your services and capabilities. At the same time, you should be careful about your online reputation and ensure that anything negative posted about you is managed before it damaged your name.