Why is Digital Marketing Important for Healthcare Industry?

Why is Digital Marketing Important for Healthcare Industry

Digital marketing can help the healthcare industry improve patient care while reducing costs. 

According to a McKinsey & Company report, it could help the sector save between $1.5 trillion and $3 trillion a year by 2030.

Learning about how your healthcare business can leverage the power of digital can help you gear up for the future. 

The following article discusses the importance of digital marketing in healthcare and several marketing strategies that can benefit the industry. 

What is Healthcare Digital Marketing?

Healthcare digital marketing is the process of using digital channels to widen the reach and promote healthcare professionals, hospitals, and clinics. These channels make marketing cost-effective by using search engines, content, and social media. 

a doctor checing his analytics report
Image: Freepik

Technologies like artificial intelligence, virtual reality, and automation enhance marketing efforts to focus on patient experience. 

Hospitals, clinics, and healthcare professionals can use digital resources to connect with their patients. It gives them a chance to share correct and relevant information while reaching a wider audience segment. 

The last decade has seen a massive shift in the healthcare industry. Technological advancements have made the industry more accessible. There has been an immense rise in telemedicine, digital health platforms, digital medical records, and online appointment booking. 

Benefits of Digital Marketing for the Healthcare Industry

The growth of the internet and digital marketing benefits the healthcare industry in a lot of ways. Let's look at some of the benefits of healthcare digital marketing:

Become more accessible

Digital marketing helps healthcare professionals, hospitals, and clinics provide 24x7 assistance and care. Organizations and professionals use online marketing to provide their audience with appropriate information about a disease, disorder, or medication. Med-tech platforms use it to promote their services and help connect doctors with patients. 

Reach your target audience

Digital marketing enables hospitals, clinics, and medical professionals to promote their services cost-effectively. It helps reach specific demographics to share content that benefits them. These may include content to cope with a disease, or disorder or information about an epidemic. Healthcare professionals are more approachable and get referrals through friends, family, and followers. 

Raise awareness about your brand and medicine

A 360-degree digital marketing plan leverages social media, content marketing, and search engine optimization. It helps improve patient satisfaction and raise awareness about the brand. Some may use it to establish their credibility. They share case studies and medical advancements to establish their industry expertise. 

Artificial intelligence through messenger bots and machine learning to improve patient experience and reduce cost per patient. It makes the services available at all times and may prove life-saving in critical times. 

Make data-driven decisions

Digital marketing can help healthcare professionals make data-driven decisions by giving them access to data that they can use to make informed decisions. They can track how customers are interacting with their brand and what they are saying about their services. Hospitals can analyze trends, evaluate lifestyle patterns and focus on providing better medical care. 

Reduced cost-per-acquisition (CPA)

Investing in digital marketing can help hospitals reduce their cost-per-acquisition by 50% when compared to investing in other media like television or newspaper. It allows you to control costs for content creation and dissemination, thereby increasing reach at minimal costs.

Additionally, with digital marketing, several content assets can be repurposed to create multiple content pieces. 

Top Digital Marketing Strategies for Healthcare Industry

The healthcare industry can adopt several digital marketing strategies to expand its reach and business. Here are some effective practices:

1. Search Engine Optimization (SEO)

Search engine optimization or SEO improves the quantity and quality of traffic a webpage or website receives through the search engines. It helps improve the ranking on search engine results pages. A higher rank gets greater traffic and increased patient bookings. 

2. Pay-Per-Click (PPC) Advertising

Pay-per-click advertising helps hospitals, clinics and healthcare professionals reach those looking for medical help. It helps the target audience by their intent of the search and provides necessary resources and guidance. It promotes targeted advertising to improve appointment bookings, and medical checkup sign-ups or generate leads for a survey. 

3. Video Marketing

Video marketing is an effective method to educate people and build credibility as a hospital or as a healthcare professional. Doctors may use video marketing to solve common problems or discuss myths and facts. 

Here's a video by Cleveland Clinic addressing some of the most common myths about the COVID-19 vaccine.

Educational videos like this help doctors and hospitals establish their expertise and make it easier for them to grow their services.

In short, video marketing helps the healthcare industry become more approachable, credible, and reliable. 

4. Social Media Marketing

Social media marketing is a vital tool in digital marketing for the healthcare industry. It helps create bite-sized content that is easy to share and educates the audience. 

a social media post from Mayo Clinic's facebook page
Image: Facebook (Mayo Clinic)

The healthcare industry uses its social media channels to promote its services and expertise. They use it to discuss common information that benefits their audience. Social media increases awareness about the brand and improves its chances of increasing business.

5. Mobile Marketing 

In a world that is increasingly driven by mobile technology, it is no surprise that mobile marketing is becoming increasingly popular and important for businesses across all industries including healthcare.  

Mobile marketing allows healthcare organizations to reach and engage patients and potential patients in a way that is personal, convenient, and interactive. It can be used to create a sense of urgency, educate them and promote services.

6. Content Marketing

Content marketing is the practice of creating and sharing valuable, relevant content to educate, increase awareness, improve recall, and increase leads. Content marketing includes blogs, ebooks, podcasts, newsletters, white papers, webinars, and more. Long-term content marketing efforts help hospitals rise as thought leaders in the industry. 

7. Email Marketing

Hospitals may use their website to collect patient data when they book appointments. They can use the data to create email lists to provide personalized newsletters and email content. Hospitals share appointment confirmations, medical reports, and content that educates the patient. It is an effective method to improve patient care. 

Also Read:

How to Create a Digital Marketing Strategy for Your Business

Digital Marketing Performance Metrics You Should Be Tracking

Conclusion

Several industries adopt digital marketing to improve their reach, customer experience, and thought leadership. Digital marketing is critical for the healthcare industry to make it more accessible to people. 

Patients and consumers can experience streamlined medical services, research different treatments, and make informed choices. It provides healthcare professionals and hospitals a platform to build their credibility and gain the trust of their patients. 

Digital marketing for healthcare requires consistent efforts and sound technical knowledge. Hospitals and healthcare professionals may seek help from agencies to streamline their content and digital marketing to ensure the best results for their businesses. 

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