Healthcare marketing is the creative process of creating communication and marketing strategies in order to reach out to new patients and enhance patient care by building an open dialogue between health care providers or healthcare institutions and their clients. The term "healthcare marketing" can be used to refer to any of the various fields that fall under this broad umbrella. There are a number of online publications that provide guidelines and techniques that can be implemented to enhance healthcare marketing. In addition, healthcare journals regularly publish articles on healthcare marketing. In addition to these, healthcare experts and practitioners around the world contribute their ideas and practices on this highly influential yet largely under-treated industry.
The key to a successful healthcare marketing strategy is being able to create and develop effective communication that engages patients and informs them about new services and products as well as new remedies and cures. Communication requires that the right message is being communicated at the right time in the right place. Many times healthcare providers forget about this basic rule of thumb and end up losing a great deal of patients to potential disappointment. One sure way to avoid this mistake and keep patients interested in the services that you and your institution offer is to establish an effective engagement center. Such an entity should include a website, a blog, social media pages and a list of events where news releases and other informational pieces can be shared with patients.
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Digital signage has also proved to be very useful in the healthcare industry when it comes to improving healthcare marketing strategies. A digital signage program can help to improve the organization's reputation by allowing patients to easily identify with the healthcare institution and make informed decisions about visiting your facilities or having treatment. This means that a digital signage program can help improve patient satisfaction, which is one of the primary drivers of increased revenue. Digital signage can also improve communication between patients and healthcare providers in order to build better ties and maximize patient benefits.
The search engine optimization (SEO) sector is exploding with many innovative solutions that can make a significant impact on your healthcare marketing strategy. Because search engine results are primarily what online users will rely on when determining where to find the information that they need, the importance of SEO is obvious. Search engine optimization ensures that your website appears on the first page of search results for particular key terms, which can increase your chances of generating new patient leads. The most effective solutions use techniques such as blog optimization, link building and white hat SEO to ensure that your website receives favorable search engine rankings.
Social media is another emerging trend in the healthcare marketing strategy world. Many hospitals and medical centers have created official Facebook accounts in an effort to attract new patients and retain their existing clientele. In fact, a recent study showed that almost half of all hospitals had a Facebook account and almost half of those used the social network to interact with their patients, build relationships and share information about events, news and more. While it may not seem practical to talk about a broken bone when you have a bleeding head cold, offering patients a way to connect and share stories has proven to be an effective way to foster community among medical professionals.
Another digital health companies' strategy that's starting to take off is video marketing. Video marketing allows you to share a real life story about your healthcare experience to help patients understand your hospital or facility better. With a growing and younger audience becoming increasingly aware of how they can connect with companies such as YouTube, Vimeo and Facebook, video marketing offers a unique opportunity to engage and connect with a younger generation who are highly interested in technology. Additionally, a recent study showed that almost one in five people have viewed a video on Facebook.
Another potential strategy that has been proven effective is patient Relationship Management (PR). Patient Relationship Management (PR) software helps healthcare providers maintain and develop patient care plans, track appointments, manage medication needs and monitor healthcare related issues. Some of the leading providers include Action Alert Medical, AI HealthPro and icontact. CRM software allows medical professionals to gain a comprehensive overview of their patients including demographics, past healthcare experiences and preferred treatment plans.
Finally, healthcare marketers should explore social media to understand how their customers are engaging with it. Research shows that more patients are staying connected through social media than ever before. Many doctors are now posting patient anecdotes, blog posts, photos, and videos on popular social networks to engage patients more intimately. This is an incredibly powerful strategy for helping healthcare companies improve their customer engagement and business performance.
