- 47% of users search online for information about doctors and clinics or other healthcare facilities
- 32% of users in the US post details about their family’s or friend’s medical issues and experiences on social channels
- Over 60% of consumers run a search before scheduling an appointment
- 72% of potential medical buyers begin with an online search, and B2B buyers are 60% – 90% down the purchase cycle when they decide to reach out to a vendor
These numbers clearly show the impact of digital marketing in the healthcare industry and underline the need for the industry to adopt digital marketing and build a strong presence online. Here are some trends that healthcare marketing professionals must consider:
Customers are active researchers
Patients do a lot of research online before finalizing a doctor and fixing an appointment. They no longer blindly follow doctors and are becoming more aware. They look for reviews/ ratings, second opinions, and advice online from other users. The entire selection process is collaborative and almost social. Maintaining a good website, running an SEO strategy, building user forums etc are great ways to willingly share information with customers.
Traditional marketing is not enough
Digital marketing has become more impactful and popular than traditional marketing for almost all industries, including healthcare. Biotech, medical supplies, diagnostics, and pharmaceutical devices companies are already getting a lot of traction from mobile apps, social media, and digital sales. To get customer attention, digital ads, social media marketing, mobile and web apps, and other digital channels will prove useful.
The rise of hyper-personalization
Digital marketers today are equipped with analytics and deep insights into buyer personas, allowing them to personalize each interaction and interface. Personal, demographic, social, and behavioral information can all play a role in crafting a personalized marketing campaign that resonates with customers. Healthcare marketers need to start using available patient data to deliver hyper-personalized messages and service experiences. The aim should be to reach the right customer with the right message at the right time.
All digital marketing tools today allow brands to measure and track their marketing activities, and ensure satisfactory outcomes. This means that healthcare organizations can now do away with guesswork and run campaigns that actually work. They can take informed decisions on how to refine their efforts for better results and not continue spending on what’s ineffective.
Healthcare marketers have to adopt new strategies to better engage customers and make relevant, personalized information readily available. They have to be on top of marketing trends and be responsive to changing customer needs. For example, sites like Healthgrades and Yelp are great platforms for building the credibility of doctors as well as healthcare facilities (clinics, hospitals, etc.) because genuine consumers share their experiences on such sites. By using digital channels space, healthcare marketers can create higher visibility for their brand while establishing themselves as authentic knowledge experts, with WebMD type of forums being great examples of trustworthy healthcare information.