Posted: 28 Aug 2019 Contributor: Therese Palmere
10 Effective Digital Marketing Strategies for Healthcare Brands in 2020
In a time when artificial intelligent platforms can help Registered Nurses manage their admin work and robots can help perform surgery, it’s safe to say that the entire healthcare industry is undergoing a technological and digital revolution. From complex procedures to basic bedside practices, the industry is currently getting a much needed facelift. Among these new developments in healthcare is digital marketing!
While this progress is exciting and most welcome, there are certain limitations that healthcare marketers need to keep in mind when creating campaigns. For example, healthcare is a rigorously monitored industry (you’re quite literally dealing with life and death here) with HIPAA and FDA regulations that MUST be observed. This blog post will help you navigate through 10 effective digital marketing strategies for healthcare brands and show you why digital marketing is important in healthcare.
Why Healthcare Marketing Is Important
Digital marketing is important in today’s technologically-driven world because it’s how brands interact with consumers. Brands are able to craft and create their desired reputation through social media and online reviews. This is why creating a social media strategy for local business is so important, especially for healthcare brands that are, more often than not, known for being criticized in the public eye.
Not only can brands write copy that shows users why their company is better than the competition, but their previous customers can also attest to the quality of their products and services. Going digital with your marketing strategy also means you can get information and results instantly. You can see where your money is going and what your return on investment is almost immediately. Marketers can also spot patterns and track user behavior to drive conversions with targeted marketing messages, all at a price point that works for their budget.
Another amazing thing about digital marketing is that interactions and transactions are completed on the world wide web. This is especially handy for healthcare brands that also have a physical presence because patients and patrons can complete paperwork before visiting their facility. There are dozens of online platforms that are meant to help alleviate some of the pressure off marketers with the help of machine learning and AI. This means you can spend less time on remedial tasks and focus more time on your patients! Allocating more dollars towards digital is one of the hottest healthcare marketing trends of 2019 for the exact reasons we listed above.
10 Digital Marketing Strategies for Healthcare Brands
Now that you understand why digital marketing is important, let’s move on to the strategies your team can use to help boost efficiency, drive sales, and please your customers. These strategies can be applied individually or as a group! Mix and match until you find the right combination that best suits your business.
1. Email Marketing
This year alone, U.S. marketers will spend over $350 million on email advertising. This seems crazy, but when you realize that the vast majority of consumers check their email every day, it suddenly seems like a good idea to invest in this medium. Create an email marketing strategy that your users will find informative and helpful. Tell your users what’s new with your brand or about the latest FDA approvals. Send them healthcare industry related news articles you think they’ll find interesting or deals on your products and service. This is just one role of digital marketing in the healthcare industry. Email marketing is all about having an open stream of communication with your users.
2. Mobile Marketing
Mobile marketing can be anything from optimizing your website content to creating a mobile tailored marketing campaign so your ads appear on mobile devices. Users spend roughly around 3 hours and 43 minutes sifting and scrolling through their mobile devices, which means that you need to optimize your content for on-the-go users if you want to keep your healthcare marketing strategy robust.
3. Responsive Web Design
Going off of mobile marketing, responsive designs that resize all content for the screen they reside in are important aspects of all digital strategies because, if you users can’t get to your site, they can’t do business with you. This element of digital marketing ensures your content will look exactly the way you want it to across all internet connected devices; it’s essential to your digital marketing strategy for a healthcare business.
4. Video Marketing
51% of marketers say that video marketing is the content that yields the best ROI, and Mary Lister of Wordstream also notes that 65% of consumers make a purchase after viewing video marketing content. The facts don’t lie! Video is an easily digestible content format that users enjoy. Use this digital strategy when you want to tell users something about your company.
5. Social Media Marketing
If you’re a healthcare startup looking to keep your marketing budget low but your impact high, focus on social media. Whether you work for a healthcare behemoth or a small healthcare brand looking to make a change, social media can help you interact and engage with your core audience for absolutely nothing. (Except maybe a little time and effort!) The most important part of social media marketing is choosing the right social platform for your business. This means determining which social site your consumers hang out on the most. Facebook and Instagram are currently in the lead, as advertisers say these two sites yield more positive results for their marketing campaign. However, if your audience is largely present on LinkedIn or Pinterest, that’s where you should be too!
6. Influencer Marketing
Influencer marketing is a great choice if you’re a B2C healthcare brand like care/of. This company offers a personalized monthly vitamin subscription that helps consumers get their daily vitamin needs. After taking a brief quiz about your medical history and health goals, care/of provides you with a month’s supply of customized pouches that have your daily dosage of prescribed vitamins. They’re conveniently packaged so you have the option to take them on-the-go or enjoy them while you’re at home. As it happens to be, their partnership with YouTuber and beauty influencer Sophia Chang helped their brand get in front of a younger, niche audience who may not necessarily be thinking about their daily vitamin needs. Consider influencer marketing to be one of the keys to a strong healthcare digital marketing strategy in 2019.
SEO is a huge umbrella that encompasses and touches a bunch of different aspects of digital marketing. For starters, a great way to approach SEO for your website is to go through its content to see if you’re using the correct keywords within the copy. This will help search engine crawlers identity whether or not your webpage would be a good search result for user queries.
Pay per click is a form of advertising that helps drive traffic to your website through paid clicks. These ads are generally seen on search engines like Google, Bing and Yahoo, and appear at the top of SERPs in response to a user’s query (pending your site’s relevance, or course). PPC ads are placed based on a bidding system called an Ad Auction which is an automatic system search engines use to determine which ads get placed where.
To begin creating a PPC campaign for your healthcare business, you will need to determine the keywords users are searching for while looking for your products or services. Those keywords can be anything from “nursing,” “healthcare,” “nearby pharmacy,” or even “medicine for headaches.” Cross reference your business offerings with user queries with keyword research to figure out what words your target audience is using to look for your brand. PPC strategies are great for healthcare marketers who are looking to increase their digital traffic and drive sales. A PPC campaign is a great place to start and can provide a solid foundation to your digital marketing strategy.
9. Display Ads
Display ads are the bane of every internet user’s existence. While they may be super annoying for you as a user, they can also be very effective for marketers looking to increase sales. Use this digital marketing method when you have something to announce to your users, such as if you’ve recently launched a new e-prescription platform. While on the subject, did you know that PwC found that more than 70% of all doctors in Denmark, the Netherlands and Sweden write prescriptions electronically? Yeah, that many. Anyway, the point here is that display ads are a very good way to disseminate information, so get going!
Retargeting is a reliable marketing strategy that targets users who have already expressed interest in your brand, allowing you to build customer loyalty. When it comes to retargeting, the trick is to gather as much information as you can about your users’ previous purchase history and their behavior. This data is important because it will help you create a unique and tailored marketing message that addresses their current needs.
What Will the Healthcare Landscape Look Like in 2020?
The biggest change for the future of healthcare will come from the users. Consumers are more informed than ever about sky-high premiums and expensive treatments and consultations. Users are looking for cheaper (but still effective) alternatives to their current plans. While the internet will give users a gateway to learn more about the inner workings of healthcare companies, it also gives healthcare brands the ability to digitize everything and provide a resource for their users to use. With such sensitive information uploaded onto the web, you can also expect to see updated regulations as well. How the data is stored and cyber security surrounding the healthcare industry will also be a hot topic. The future of healthcare in 2020 is lined with opportunity and upgrades for consumers and businesses alike.
The technological revolution has finally reached the healthcare industry, and the changes and updates we’re seeing are just as exciting as science fiction because they are now a reality. Electronic prescriptions, online paperwork, robots performing surgery—it’s almost as if we’ve stepped into Star Trek. (Without the zapping, just yet anyway.) Hopefully, this blog post has shown you how healthcare brands can utilize digital marketing strategies to help inform, educate, and communicate with consumers about their products and services, and why digital marketing is important in healthcare.