How has the healthcare industry embraced digital marketing today?
There has been a rapid transformation in the way the healthcare industry is reaching out to its consumers since the arrival of COVID-19. Digital marketing has been embraced like never before and has proved to be a boon for the industry and consumers alike. CSuite Solutions explains several ways the healthcare industry has adopted digital marketing to expand its reach to patients and healthcare seekers.
Search engine optimization
Search engine optimization (SEO) and user experience go hand-in-hand. SEO, a smart digital marketing tactic, has been adopted by the healthcare industry to increase its online exposure, especially with local search. SEO experts are assisting healthcare providers enhance patients’ user experience, increase their visibility on the search results, and drive more organic traffic to their healthcare website.
Statistics show that 77% of online health seekers use Google, Bing, and other search engines to look for health-related information; over 70% of health-related searchers click on the results listed on the first page; and 47% of internet users search for information about doctors or other healthcare professionals.
Moreover, location-based SEO and geotagging posts help the marketing efforts of an organization. Location-specific content helps targeted users to arrive at the website or mobile app.
Pay-per-click (PPC) advertising
The healthcare industry is advertising its services on search engines, social media, and other platforms through PPC. For instance, Google Adwords offers display ads and text ads that appear on various websites and are targeted based on the viewer’s past searches.
With the right purchased key search terms, these ads can return quality traffic and direct potential leads to the online platform of the healthcare provider. The reporting services that measure the performance of the ads on the platforms allow healthcare providers to know if their approach is working.
Statistics show that healthcare companies spent an estimated $36B in 2020 on global advertising. Whereas more than 7m healthcare providers invested a total of $10.1 billion in PPC ads.
Social media marketing
Social media has allowed healthcare providers to stay connected with their patients even in uncertain times. Social media marketing has enabled healthcare providers to target patients under different age groups, gender, medical conditions, and health issues.
Many healthcare providers with an active social media presence have helped build public awareness during the pandemic and supported the masses with tips and relevant information. This has allowed brand recall allowing healthcare providers to benefit by leveraging the social media platforms.
Statistics have revealed that 60% of the social media users in the US trust posts shared by health professionals and doctors, 83% of the users search for health-related information online, and 91% vouched for the online social media community support in health-related matters.
Healthcare providers have utilized content marketing tools such as blogs, infographics, videos, and e-books to showcase their expertise to the relevant audience. Quality content has enabled healthcare providers to share and engage with patients in meaningful and also timely ways.
By focussing on providing value to the readers instead of marketing the brand, healthcare providers have earned the trust and interest of their audience through their rich content. Data shows that healthcare content marketing generates three times more ROI than outbound marketing and that ad spend is 62% less effective than content marketing. Video marketing has led to 66% more targeted leads this past year. Moreover, 83% of health organizations have implemented a content marketing strategy.
Healthcare providers are creating mobile responsive websites to direct organic traffic to their websites. Mobile marketing is a cost-effective technique that has been adopted by healthcare providers to reach healthcare aspirants on their smartphones, tablets, and other mobile devices.
App-based marketing, in-game mobile marketing, location-based marketing, mobile search ads, mobile image ads, and text messages are some of the ways mobile marketing has been adopted by healthcare providers. It has been shown that 44% of patients who research hospitals on a mobile device end up scheduling an appointment and 47.6% of healthcare industry emails are opened via a mobile device.
For many years, healthcare providers have embraced email marketing to stay in touch with their audience, provide a personalized experience, establish a relationship, and create recall value. With email marketing automation strategies, the healthcare industry is efficiently reaching out to new audiences and succeeding in retaining current patients.
74% of the digital healthcare marketers found email to be the most effective distribution channel for new content, and email was found to be 40 times more effective than Facebook and Twitter to help attract new patients. Additionally, 89% of digital healthcare marketers reported that email was the primary source for lead generation.
In these uncertain times, the healthcare industry is successfully leveraging digital marketing to retain their patients and acquire new demographics. CSuite Solutions, a healthcare consulting firm, has the resources, know-how, and the experience to assist healthcare companies in re-adjusting and spearheading their digital marketing strategies.
How can CSuite Solutions help?
With decades of experience transforming major healthcare systems, hospitals, and physician groups into efficient and financially robust operating organizations, CSuite Solutions Advisors help its clients achieve pre-COVID outpatient services. How?
Quick Start is a CSuite Solution that helps to accelerate the process of vetting and identifying opportunities in two key areas:
Existing core operations
Identifying opportunities to improve and optimize core operations to offset losses in this area.
New technologies, business initiatives, and strategies for growth
CSuite assists its clients to select and deploy proven value-based solutions that achieve quick results.
The four-step process:
- Flash Assessment: Employing a new and efficient process to quickly gather all the facts and assess the readiness of an organization to make the leap to value-based care delivery that also drives growth.
- Action plan: Providing a clearly structured plan with all the critical paths identified to become a successful value-based care provider.
- Implementation: With a detailed implementation plan that uses Agile Project
Management, the c-level advisors closely guide the implementation of value-based growth initiatives.
About CSuite Solutions
CSuite Solutions advisory practice was formed to attract the most senior and accomplished health care industry executives in their respective fields. They have spent most of their long careers transforming hospitals and major health care systems, physician groups, and other providers into efficient and financially robust operating organizations.
The CSuite Business Solutions practice has strategic relationships with companies that provide unique healthcare solutions that can accelerate the strategic growth of health systems and other providers.
To learn more about CSuite Solutions call at (813) 928-9328, or email us at info@Csuite Solutions.com