4 Essential Truths About Healthcare Marketing

September, 2018

Healthcare marketing and advertising is a complex, daunting and frustrating for the marketing professionals. What is the first thing that the patients enquire? Is it about the healthcare quality of services, pricing, doctors, or locations closer to their homes?

Healthcare institutions can opt for professional healthcare marketing to execute campaigns that profoundly impact the lives of their patients. Aligning with their organization’s mission and values using creativity, innovation and metrics is their responsibility.

Different factors make their way in the marketing plan. The top essential facts surrounding healthcare marketing

Each strategy is unique

There are multiple paths for having a strong marketing presence. Each healthcare organization is unique with its requirements and expectations from the marketing professional and its success depends on the approach, the messaging and how it’s received. To be visible across all platforms, listing and sites, they have to leverage all avenues of marketing.

To have your healthcare business to have some kind of market presence, they need to channelize every place your potential patients are searching for information, healthcare providers, and answers.

SMART is specific, measurable, attainable, relevant and timely parameters. The business, sales and marketing goals should be clearly defined by the leaders to drive this initiative for a SMART approach to healthcare marketing.

Provide relevant & accurate information

Understanding what the patient is searching for whether it’s for information on conditions and symptoms online to make well-informed decision is part of the patient education. This is an important attribute in your marketing plan. Publishing blogs, videos and websites related to this educational campaign along with local initiatives is vital part of the hospital’s marketing strategy.

The medical subject matter experts (SMEs) should be media and tech savvy to answer any health-related queries. Having hands on knowledge on the current medical and health trends, products and services will help in marketing them effectively.

User-friendly web experience

A good user experience that patients will remember during their interaction with your website will push your marketing strategies. The hospital website should be user friendly with easy-to-navigate functionalities and visually appealing. Patients should be able to obtain the relevant information quickly and efficiently without any unnecessary operations.

Getting listed among the top pages of an online search is the end result of an SEO Optimized hospital website.

Marketing Success is not overnight

Every plan will require time to show results. The initial adrenal rush tapers off, leaving behind doubts on whether they made right investments. Higher managements must understand that the results will need time to materialize. Being disheartened and losing focus, marketers should not stop their strategies midway. They should look for subtle changes like increased website traffic, getting listed for an online search as a new measure of success.

Healthcare marketing benefits

  • Achieve business objectives through prospective patients

  • Increase your revenue by converting qualified leads with healthy margins

  • Engage patients by posting relevant content that’s informational in their decision-making process

  • Prompt and personal approach with help full customer services.

  • Gain patient loyalty and retain patients long-term in your healthcare community

  • Increase strategic advantage to attract patients in a hypercompetitive landscape

  • Connect with patients across multiple channels

  • Leverage data analytics to assess productivity that re-aligns your marketing strategy

– Shantha Kumari
Sr. Technical Writer
Infoholic Research