2022's Top Healthcare Digital Marketing Strategies – Shamsher Khan

2022’s Top Healthcare Digital Marketing Strategies

The way people engage with healthcare has undergone significant changes in the past few years, all thanks to the internet. Massive success can be seen with new forms of emerging digital healthcare platforms like R&D. telemedicine, and AI taking over the healthcare space. 

If you’re in the healthcare sector, now is the right time to engage with your clients in the space they look you up first: the internet, and use it to expand your digital footprint. But, of course, the best way to do that is to come up with fantastic healthcare digital marketing strategies, and good news; we’ve already researched for you!

Who is your target audience with healthcare digital marketing? 

Healthcare providers aim to target two main digital healthcare marketing customers: exterior and interior. 

Exterior customers are customers who aren’t part of the hospital ecosystem yet but come in for treatment. This sector consists of patients, their families, and larger public communities. Marketing for this sector primarily targets positioning the practice/hospital as the best option for people seeking treatment. 

On the other hand, Interior customers are part of the medical ecosystem, including doctors, hospitals, medical staff, and other medical practitioners. Therefore, marketing for this sector is targeted toward internal brand building for hospitals while also managing competition for individual medical practitioners.   

How does digital marketing help the healthcare sector? 

Healthcare online marketing has multiple uses, including lead generation, product launches, conversions, networking between healthcare providers and communities, engagement, and education. However, the most important of the lot is maximizing Return on Investment (ROI) via digital marketing. 

Digital Marketing for Healthcare Companies ROI Statistics: 

  1. Digital marketing generates 3 times more ROI compared to traditional marketing
  2. Healthcare video marketers sum up 66% more targeted leads in a year
  3. Approximately 83% of health organizations implement a digital content marketing strategy and constantly update the same.

2022’s Top Healthcare Digital Marketing Strategies:

The market for healthcare digital marketing is booming. However, there might be a few roadblocks here and there that stop healthcare providers from fully tapping into the same, like continuously creating high-value content in a limited time. 

In this blog, we’ll look at crucial healthcare digital marketing strategies of 2022 that’ll help you begin or rather improve your healthcare digital marketing game: 

#1 – Investing in Video Marketing:

Videos are a fantastic way to engage with those in your medical community and educate patients and other hospital staff. It also helps build trust with anyone looking for your services, even before interacting with you. 

Videos are worth the investment for technical reasons as well. Search engines place videos at the top of their result pages whenever someone types a query. Thus, marketers believe that providers who use video content are more likely to rank better in online searches than those who don’t. 

What are the benefits of Video Marketing for Healthcare Providers?

  1. It is easily consumable
  2. Easily builds trust
  3. Helps build an audience
  4. Proven to increase engagement
  5. Improves ranking in SERPs
  6. Increases client conversions
  7. Great return on investment 

The question now arises: What kind of videos should you make, and where should you put them up? Research shows that adopting a multi-channel approach is the correct way to go. Hence, ideally, you must aim to create video content simultaneously for your website, YouTube, and social media platforms such as Facebook, LinkedIn, and Instagram.  

You must start by thinking of a list of topics and ideas on which you can make videos and then make them according to the requirement of each platform. For example, you can have the longer, more detailed content up on YouTube, while shorter snippets of information can go on the social media platforms in reels. 

The primary kind of videos you want to create are educational videos as they help you clarify concepts for your audience and potential patients while also being able to establish your expertise which will eventually help you grow your services. 

If you’re a doctor or medical practitioner, don’t be afraid of creatively ‘injecting’ your personality into these videos. Doctor Mike’s YouTube channel is an excellent example of educational-medical content because it is interspersed with elements of humour and entertainment. 

Moreover, regular video content can get tiresome in the long run, especially when you need to do it alongside research, your practice, and your daily life. Because of such constraints, ready-to-use video marketing templates concerning healthcare are an ideal time-saving option. 

#2 – Building a solid social media presence: 

It is a fact that over 83% of people in the US have looked up health-related information on social media, and about 91% of these people claim that it has helped them make better decisions; hence this is proof that having an excellent social media presence is helpful for healthcare professionals and healthcare institutions. 

The social media presence of healthcare centers indicates that about 94.41% of healthcare centers in the USA have a Facebook account. In comparison, 50.82% of healthcare centers have a Twitter account, and 99.14% use Yelp. 

Not only does one’s presence and activity on social media help one engage with people, but it also helps manage their reputation and build social proof. However, instead of jumping directly into all the platforms at once, consult experts who suggest doing research on your end and focusing on the platforms your target audience uses first. You can also check out ways to keep your social media feed relevant to your business.

 For instance, let’s see how one should be marketing their healthcare services on Facebook: 

Facebook, or Meta as it is known now, is an excellent healthcare marketing tool to help organizations build lasting connections online and eventually turn them offline. 

The best part about using Facebook is that its platforms work across the whole marketing funnel, with a mobile-first approach that allows healthcare organizations to reach patients in previously inaccessible moments like shopping in a store, waiting for the doctor, and watching TV. 

For your Facebook marketing strategy, you must focus on a mix of group posts, page updates, and ads. For example, Midol, a medicine for menstrual cramping, ran a campaign spotlighting women soldiering through multiple period symptoms and conveying their experiences through video ads. As a result of which, won the award for the ‘Best content marketing ROI/measurement program’ category at The Drum Awards for Content 2021. 

#3. Email Marketing: 

There is tremendous merit in reaching out to people before they even start looking. Email marketing has proven to be a cost-effective way to maintain communication. It also delivers essential information, automates appointment reminders, and is a tool to engage patients. 

You can incorporate many things into your email marketing plans, such as newsletters, webinar invitation emails, season’s greetings for various festivals, and sign-up forms for your website blogs. 

#4. Informative Blog: 

Well-written, SEO-optimized medical blogs are a great way to attract patients to your organization or practice, which can additionally help you rank on search engines. 

You must plan your calendars around health months or other important topics relevant to your organization because people take comfort in reading about the stories of other patients who have undergone treatment or conditions they might be facing. If you tap into this strategy, you can boost your numbers. 

An example is the Harvard Medical School Blog, which has a lot of content covering various health concerns. Their navigation makes it simple to browse topics by health categories, like heart health or female health problems. 

Important to note that we are referring to inclusions of blogs, there is a difference between blogging and vlogging, and you must not get confused between the two.

#5. Investing in Ads: 

Healthcare digital advertising is one of the essential marketing avenues for the healthcare industry because Google processes an average of 40,000 search queries about health every second. However, the process can be a tad bit intimidating. 

However, you can invest in various ads, from Search Ads and Display Ads to Sponsored Social Media Content. The most result-oriented avenues for healthcare organizations and brands include online Search Ads, particularly Pay Per Click (PPC) and Cost Per Mile (CPM) Ads. 

Conclusion: If you want to create and avail lasting client loyalty, building new connections and establishing yourself in the healthcare space is essential. For this, you need to build a stellar online presence and reputation amongst your competitors. While positive patient experience is an invaluable marketing tool, we hope you can take cues from this blog and start contributing to your social arena via the multiple digital avenues this blog opens for you as a comprehensive guide. 

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About the Author Shamsher

Live Instructor-Led online digital marketing trainer, a consultant, and an affiliate marketer with over 8+ years of experience View Course Details if you want to grow your business online or want to learn digital marketing online from anywhere.

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