Top 10 Digital Marketing Trends for Healthcare IndustryTop 10 Digital Marketing Trends for Healthcare Industry
The Healthcare industry has constantly been evolving since its inception. Along with that, the Covid-19 pandemic completely reshaped the industry in an unimaginable way. After the pandemic, the healthcare industry had many positive changes that had made everyone's lives easier and more convenient.
Due to this evolution, digital marketing tactics like UX, personalization, and conversion rate optimization have evolved as well. As a result, your digital marketing strategy and your website strategy must be on point heading into the new year.
Here are the top 10 healthcare industry digital marketing trends that you should look out for.
1. Reputation Management
As per a study, about 85% of consumers look at online reviews as much as they make recommendations from friends and family, and among prospective patients, 59% use reviews to help select a provider.
Thus, maintaining an online reputation has become essential. For that, you can get patient feedback. Interview your previous patients and get a video or written testimonials from them.
Use email or text automation to encourage new patients to share their experiences on healthcare platforms.
Spend time monitoring and responding directly to reviews. Even if bad reviews don't help your cause, they aren't irreparable. By dealing with complaints from disgruntled patients on public forums, you can demonstrate to web crawlers that you are willing to learn from your mistakes and correct them.
We cannot say this enough; personalization is the key to winning consumers' hearts. Personalization makes them feel included and feel valuable. You should provide better segmentation and greater insight into patient histories by integrating prospect/patient information sources into one easy-to-manage data center.
Plan your content based on the patient's journey. In this way, you can lead consumers to conversion at just the right time.
Provide empathy and support to patient's families and friends in order to establish a company-wide culture of compassion. It will provide a positive image of your company in front of your patient's families.
Be flexible as each prospect will have their own set of health concerns, needs, and wants.
3. Privacy Protection
The biggest concern in this digital world is privacy. Consumers are more aware of protecting their privacy, thus, if they find a slight chance that their privacy will get violated, they'll stop using the platform.
Therefore, ascertain that any systems used for the storage and dissemination of prospect/patient information comply with these guidelines as they change over time.
Additionally, bear in mind that full compliance might necessitate encryption programs and regular audits of security.
4. Omnichannel Marketing
Healthcare marketing will become more complex and multifaceted as patients become more empowered. Visitors can jump from the website to the whitepaper, Facebook, YouTube, appointment booking, and back again.
Therefore, you must remain consistent with your voice and your value proposition. Take advantage of both inbound and outbound marketing strategies to stay ahead of the storm.
Create a digital marketing strategy that utilizes a variety of media channels to cater to your prospects at every turn.
While creating your Omnichannel strategy, keep a few things in your mind, such as social media outreach, long-form content (blog posts, case studies, etc.), text and call center services, email automation, pay-per-click ads (PPC), informative video, search engine optimization (SEO), TV and radio, in-person events, etc.
5. Telehealth's Growth
From remote doctor visits to electronic health records, telehealth has become a new medical reality.
Telehealth use appears to have reached a post-pandemic plateau 38 times greater than it was in the days before COVID, so the acceptance of telehealth is still booming. Telehealth will no doubt remain an important part of how practices do business as we move forward into the digital age.
Here are some points to remember:
- Consider how telehealth adds unique value to your practice (and your most coveted audience) when building a telehealth marketing plan.
- A well-designed, accessible website will show off your telehealth services well.
- Integrate up-to-date content on telehealth adoption into your inbound strategy.
- When choosing your outbound strategy, don't overlook telehealth. Using paid advertisements will help reach prospects who may not even be aware of telehealth.
- The laws of privacy and accountability still govern telehealth, so compliance is not negotiable. In addition, your marketing system should be able to integrate well with any clinic-wide telemedicine platforms (integration will allow for better performance tracking and KPI tracking).
6. Social Proof
Increasingly, social proof is replacing word-of-mouth recommendations. Instead of asking their peers, consumers look for digital reviews, testimonials, and signals that they can trust your brand and your providers. Digital marketers can utilize social proof through video storytelling, physician look-ins, live streaming, and using social media platforms.
7. Enhanced User Experience
Building purely informational or photographic websites are one of the most common mistakes healthcare organizations make. Often, even the biggest names in healthcare have generic websites or even clunky ones. Healthcare companies now understand that this is a critical mistake, as evidenced by the influx of clients asking us to redesign their websites.
For a better website, you should focus on your homepage, create buyer personas and map representative patient journeys, and optimize landing pages based on SEO metrics. It will help you enhance your user experience and increase conversions.
8. Search Engine Optimization
You are probably familiar with SEO and its impact on digital marketing. Medical SEO is no different. To implement SEO strategies into healthcare marketing strategy, create authoritative, high-value content, Fast, user-friendly web pages, Semantic and conversational search practices, and Entity-focused keyword strategies with the help of seo consulting services.
9. Conversion Rate Optimization
CRO is directly related to web design and user experience. Healthcare is becoming more digitally savvy, so they will invest more in CROs. Healthcare organizations can make the most of their marketing investments and efforts by utilizing digital marketing. In addition, it helps them refine the patient experience.
CRO tactics can be applied across your marketing strategies, such as website and landing pages, mobile and app experiences, content hierarchy, call-to-action language, and placement, copywriting, graphic design.
10. Healthcare Consumerization
Healthcare consumerization includes two major trends:
High deductible plans and medical costs are increasing, and new technologies and integrations are improving patient experiences.
It is important for you to stay abreast of new technologies that can help you set up patient pleasers, such as patient portals and on-demand telehealth. Also, consider how your digital marketing efforts could enhance the patient experience. Here are some of the best practices you can implement in your marketing strategy.
- Make navigation frictionless, easy to use, and easy to find
- Optimize everything for smartphones
- Utilize search engine optimization (SEO) in order to facilitate early-funnel contact with consumers
These are the top 10 digital marketing trends that you can apply to the healthcare industry. If you are new in the marketing industry, you can easily hire a digital marketing expert who can help you set up your marketing strategies. Hopefully, these tactics will help you create an amazing user experience for your consumers.