In this digital day and age, it is important for healthcare practices to understand the essence of marketing in the digital sphere, and where it fits into their overall marketing strategy.
Digital marketing, to doctors, might sound like an overly generalized bandwagon concept, and they might not see the true potential and benefit it can offer.
However, progressing from a more traditional marketing strategy to a more tech-focused one, holds significant advantages that are unique to the medical industry.
- Target patients by specific condition
Traditional marketing is like shouting messages to the masses and hoping that the right people listen and react. With digital marketing, you can target messages to specific people according to a specific condition, age, sex, gender, zip code and other demographics. By utilizing Search Engine Marketing (SEM), you can use targeted keywords to reach patients that are searching for the treatments you offer.
- Keeping up with the times
According to information technology and research advisory company, Gartner, 98 percent of business are merging their traditional and digital marketing strategies. Surely, you should not just do the same because everyone else is doing it, but if your patients are spending as much time online as they are, you might want to consider it. According to Adage, healthcare professionals need to take their business where their patients are, which is online and on mobile devices.
- Marketing efforts you can track
A major disadvantage of traditional marketing is the inability to properly track your marketing tactics. With digital marketing it is possible to see exactly which strategies are working and which ones you need to change.
- Be the medical answer patients are searching for
According to SEO Hermit, an SEO and e-commerce consultant, a massive 20 percent of Google searches are medically related. 70 percent of those searches result in a click on the first page. As a medical practice, that is where you want your name to appear – on the first page of Google results. An airtight and well-crafted search engine optimization (SEO) plan, along with paid advertising campaigns can help you achieve top rankings in the search results.
- Better direct engagement with patients
Digital marketing does not have to be impersonal, as some believe it is. An interesting statistic from Biz Report shows that 70% of all phone calls from consumers are driven by digital marketing strategies, such as click-to-call (CTC). Nowadays, patients expect this kind of ease of access. It is reported that with 41% mobile searchers reporting that if their chosen brand has no CTC functionality, they’ll move onto to one that does.
- Increased patient retention
Patient value convenience and ease of access. By implementing a digital engagement strategy, including forums and newsletters, patients will be able to easily find your website, up-to-date practice and contact information, or your patient portal, at any time.
- Improved patient experience
Digital marketing makes it easy for patients to find and connect with your practice and also improves their experience. With digital marketing systems, you can easily send out reminders, directly address specific needs by blogging regularly and gather direct patient feedback through surveys.
- Personalized marketing efforts
Digital marketing focuses on targeting individuals, other than traditional marketing that relies on sending generalized messages to the mass audiences. Healthcare practitioners are now able to target specific patients with specific ailments in a specific area.