Everything is changing in healthcare. Consumer behavior has transformed, institutions are in great need of physicians and fluctuations in health care requirements have created somewhat of a mess. That leaves health care officials in somewhat of a mess, too. How do you market to an ever-changing public about a constantly-evolving system? The answers aren't easy, but there are some methods that have proven their worth. Here, we'll take you through the basics of each one so you can learn the best approaches for marketing in healthcare.
How Audiences Are Changing
It's no joke that the medical sector has experienced a dramatic shift in consumer behavior. Currently, the Baby Boomers are at stages where chronic conditions and other health issues are atypical. This coupled with the inappropriate use of medical services and innovation expenditures have led to increasingly high expenses for healthcare facilities. For patients whose primary concern is cost, this makes marketing difficult. Further, newer healthcare expectations are shifting the way insurance companies approach institutions. Where employers and healthcare providers were once the main focus, now marketing requires engaging directly with customers. And this is all occurring when more competitors than ever before are entering the market. "As you can see," states Brent Walker, Chief Marketing Officer at c2b Solutions, "the degree of change healthcare marketers face is arguably unparalleled in any other industry. Which leads many marketers to wonder where do they go from here?Marketing in Healthcare
These five strategies embrace the new trends in consumer behavior and the preference for digital media. They are effective marketing tools for today's consumers.1. Social Media
This practically goes without saying nowadays, but any company that utilizes social media will jump far ahead of those who don't. Interestingly, about 90% of physicians use social media for personal activity, but only 65% utilize it for their profession. A single line per day from a corporation can make a difference. One marketing firm claims they had a corporation enjoy 1000 new patient signups after turning to Facebook within 90 days. Social media provides new ways of educating patients, reaching out to the community and even recruiting new patients. Studies show that patients tend to seek healthcare facilities and doctors through social media, and reviews here can make or break a potential customer's decision. In fact, a poll of 1,000 Americans found that 25% in the survey utilized social media for product and business information.2. Company Website
The company website is possibly the most important branding and marketing instrument at your disposal. Over half of your potential patients will visit your company's website to learn more about your brand. About 9 out of 10 will start their search for a provider online. If you fail to impress them here, you're looking at a huge loss of new patients. What may also surprise marketers is that most customers may prefer news article content formats rather than the short article format utilized in blog posts. They are looking to see you know what you're talking about and that you'll take the time to communicate thoroughly. Further, websites offer an almost unlimited access, breaking geographical boundaries that once existed in a cost-effective manner that could make even the most stingy manager exuberant. For the most effective website, consider the following:- Organization
- User-friendliness
- Separate pages for every physician
- Fast load speeds
- 24/7 customer service
- Accessibility for disabled persons