There is a significant degree of change in the US healthcare marketing as digital channels are overtaking the traditional marketing channels. A considerable shift in decision making has moved from doctors to consumers. While doctors still do play the key role as an advocate, the final decisions are eventually taken by the consumer. Today’s consumers are avid researchers and look to the web to connect to similar experiences or talk about their own.
With the dawn of artificial intelligence, it is increasingly clear that it is not just consumers, but even hospitals are now turning to integrate systems so they can better coordinate among their physicians, consumers and other cross-functional teams. Consumer healthcare marketing tactics are the greatest in pharmaceuticals, biotech and diagnostics where a high growth in marketing can be seen in social media, tablet, mobile, apps, digital ads and online content. Healthcare providers continue to adapt to the new shift brought by increased transparency and empowered consumers.
Here are a few compelling healthcare marketing and innovating trends to adopt in 2017:
Social Media Channels
The increasing influence of social media channel or app on a consumer’s healthcare decision is now acceptable. What sets this medium apart is that doctors and patients are able to have real-time conversations by taking advantage of apps such as Facebook and Snapchat that are quickly evolving to multi-purpose platforms. New healthcare marketing and advertising possibilities will go on to emerge as these channels continue to grow.
A key part of the digital marketing landscape is moving towards mobile usage. This is where a lot of potential patients are spending their time researching on their medical options. With the majority of the primary source of information on the internet, healthcare organizations find it imperative to make sure that the website is developed and designed keeping mobile consumers in mind. A robust strategy in place can boost the user experience which is in-turn used to gain more patients and increase revenue.
Focused Quality Content
The constant need for patient engagement has led to a high demand for unique content and patient stories that connect with the target audience. Consumers today look for resources online and like to be educated before visiting a physician. This is why content marketing is an important tool for hospitals to educate their patients on individually focused solutions to their needs. Leverage various kinds of content such as infographics, blogs, web pages, and other visuals to boost patient base as well as to strengthen organic search results.
Video chat sessions between doctors and patients, especially live videos, are attracting a strong effect that text messages with a strong audience appeal. Healthcare marketing is increasingly shifting to online video delivery where stories related to the brand, doctor and customer experiences can be shared and viewed. Involving patients and doctors for making these videos and posting them on social media platforms, websites and blogs vastly goes on to increase patient engagement.
Wearables Tracking Devices
In the mobile-first world, the wearable trend will continue as many users look to adopt these wellness devices. Consumer centric wearables with medical advice and health monitoring, provide a way for patients to supervise themselves or their loved ones as and when required. All this is done in the luxury of one’s own device. Consumers today are more conscious about their health and are regularly looking to improve their lifestyle, keep a tab on their sleep routine, calorie consumption and any physical activity. This is the opportunity for the healthcare marketing industry to tap into patient care and engagement using wellness wearable devices.
Digital Marketing Strategy
The rise of competition in healthcare is evident in these times. It is easy to be lost if your digital presence is poor or if consumers don’t find you approachable on the digital platform. To differentiate your practice or brand, an effective digital marketing strategy needs to be adopted. Google ads, location based advertising and programmatic buying, are just a few things that can possibly define future outcomes in digital healthcare. The industry must adapt to consumer focused movements to generate greater interest, attention, and response.
Technology has now enabled healthcare organizations for precision one-to-one marketing and advertising in the industry. It’s all about delivering the right message to the right consumer at the right time. The future of healthcare marketing is concerned with providing precise information to the consumers at their hour of need, understanding, conversing with them and building a fruitful relationship for business success.
Matt Wilson – A Healthcare Expert, working with Aegis Health Tech as Senior Developer from last 5 years. He has extensive experience in EMR Integration Services, HL7 healthcare, EHR Integration and Implementation.