Healthcare Marketing is the form of communication that allows health professionals such as osteopaths, gynecologists, physiotherapists, and dental technicians to find new customers online.
In 2019, 47% of Internet users searched for information on doctors or other health professionals (Source Pew Research), but not only, all Internet users, 66% also searched online for information on a specific medical problem or disease ( Source ).
Data like these lead us to consider the world of the web as an incredible pool of users for all those involved in healthcare. Whether the user goes to a health professional because he has just moved to a new city, or because he is looking for a professional who specializes in his condition, the result will be a list of professional medical names on Google.
Now you may be wondering how to appear in the Google results of the users who are looking for you. The answer consists of two simple words: Healthcare Marketing, also known as Medical Marketing, or Healthcare Marketing.
Healthcare Marketing is changing the face of medical advertising
Until the early 2000s, marketing specifically aimed at online medicine was unthinkable, but today clinics and freelancers cannot be excluded from the world of the web. This, in fact, would mean losing contact with the 47% of users who are looking for an online doctor for the most varied pathologies.
Here are the 6 essential points that a health professional cannot overlook in their medical marketing strategy!
1. Are you there on social media?
Are you on Facebook? This question now takes on a new value. In its early days, Facebook seemed like a social network created exclusively for leisure, but today it is widely used by brands and professionals for work. The Facebook network involves many users, to the point that on average the presence on this social network is 2 hours a day. No longer just the very young, the breakdown of people with at least one social media profile starting from 2016 sees different age groups present online: age 18-29 – 90%, age 30-49 – 82%, age 50-64 – 69%, age 65+ 40%. (Source PEW )
According to social media marketing expert Helena Zimmer at littlelittlesteps, “A medical professional cannot fail to create a social network on channels such as Facebook, LinkedIn, or Google My Business. This will help your patients to discover timetables and communications in real-time, but also for new customers to discover your services in the city”.
2. Structure a Healthcare Marketing on your website
The website is a bit like a professional’s virtual waiting room. Only 1-6 online reviews are needed for 68% of prospective patients to form an opinion on your practice (Source RevLocal ). Therefore you will understand how crucial it is for your customers to find positive reviews on your website regarding your professionalism. However, this can become impossible if your website is not well positioned on Google. It will therefore be essential to structure your virtual waiting room to intercept customers who are looking for your services and therefore welcome them with complete and reassuring information. To do this you need a well-developed and articulated SEO strategy!
3. The importance of the Health Blog
The 2018 Budget Law banned direct advertising by healthcare professionals. For this reason, in 2020, the best solution to be found online is to structure a blog with an SEO perspective that answers the questions that your users most frequently ask about your medical profession.
By creating a blog from an SEO perspective, it will be easy for you to be found by those who are looking for a professional for a specific pathology or problem. It becomes essential that the articles are SEO optimized, that is, visible to Google and therefore well positioned. The idea is that for a given user question, your content is visible on the front page by typing exactly the correct request on Google.
4. Remind your customers that you are there!
74% of healthcare marketing professionals said email is the most effective distribution channel for new content (Source Twitter Blog ). This data leads us to talk about the importance of newsletters. For good Medical Marketing, it will be important to knock on your customers’ door from time to time, how? Through email newsletters, it will be very simple. You will always be able to share with your contact list the information you publish on your blog or the news you want to tell your customers.
5. Medical Marketing is also a prompt response
Insert an automatic chat window within your website to allow your customers to quickly interact with you. You can activate Whatsapp for business by connecting the chat directly to your work number.
This will make it very easy for anyone who lands on your website to ask you questions or book a visit directly via message. Speed in the web 3.0 era is now everything, as your customers have become accustomed to the immediacy of the product and service.
6. Make videos for your Healthcare Marketing
Creating videos is also a springboard for your communication. If you are a skin specialist you can create content related to beauty and skincare. Through Youtube today it is very easy to create educational videos that are easy to spread on social media. So don’t miss this opportunity! The editing of the videos if entrusted to an expert agency will make your profile important for your customers, who will find useful advice in you.
A video has an extremely incisive effect because it is composed of immediate images and words that strike the mind of those who follow you and give confidence to your possible future patients, in an area where trust is essential