RECENT TRENDS IN HEALTHCARE MARKETING
INTRODUCTION
Healthcare marketing integrates multi-channel, highly-segmented and targeted online and offline tactics that are designed to find and acquire the right patients, engage with them through strategic outreach, and nurture them to form lasting relationships throughout the entire patient journey.
Considering the above facts, Hospaccx team work on the recent trends in healthcare marketing. This is macroficial study on recent trends in healthcare marketing, if you want to get into more detail you can contact hospaccxconsulting.com
RECENT TRENDS IN HEALTHCARE MARKETING
Here are some of the significant trends:
- Social messaging apps are becoming marketing platforms: Facebook, Twitter and the other big-names are still popular social hangouts. But what’s growing in popular use are the social messaging apps, such as Snapchat, Messager, WhatsApp and others. These convenient apps are fast evolving to multi-purpose platforms.
- Smarter content wins patients: The significant trend is presenting content that is authoritative, interesting and share-worthy. The Internet is healthcare marketing’s front door. Patients—now responsible for an expanded share of medical costs—search online for valuable and relevant information.
- Personalized: Contemporary marketing methods identify user interests and deliver timely, personalized and relevant content on a one-to-one basis. Retargeting, for example, displays ads to individuals who indicate an interest in your website or content. As marketing automation creates a user profile, relevant, and personalized messaging is more attention getting and generates greater interest and response.
- Location-based marketing: Ubiquitous smartphones present marketers with the ability to target and reach a patient/audience by their location. For example, in one strategy uses the device’s location to alert the audience about nearby facilities. Further, location-based marketing can detect and adapt to the social and personal preferences of the audience.
- Live video speaks louder than text: Internet technology now supports online video delivery, with far more available options than YouTube. Video has a stronger audience appeal (about four to one) than text.
- Voice-driven SEO: Digital assistants such as Siri, Alexa, and Google Assistant are invading our lives through mobile devices, smartphones, and home devices.
(https://getreferralmd.com/2018/01/top-5-healthcare-marketing-trends-2018/)
Voice search is already accounting for 20% of all searches and will make their way into the healthcare industry, with many projects underway.
(https://getreferralmd.com/2018/01/top-5-healthcare-marketing-trends-2018/)
The above graph shows that by 2020, 200 billion searches per month will be done with voice.
7. Content: Content marketing has been a common digital strategy in the last few years, and once again, this shows no signs of slowing down. According to a survey by Smart Insights, 20% of marketers believe that content marketing will make the largest commercial impact this year.
(https://getreferralmd.com/2018/01/top-5-healthcare-marketing-trends-2018/) As per the above graph content marketing has the highest impact on the healthcare organisations
BENEFITS OF HEALTHCARE MARKETING
- Find prospective patients with business objectives in mind, i.e. a healthy payer mix, high-value service line growth
- Drive more qualified leads, generate revenue with healthy margins
- Keep patients engaged with relevant, personalized, timely outreach throughout their journeys
- Retain patients long-term and improve loyalty in your healthcare community
- Increase strategic advantage to attract patients in a hypercompetitive landscape
- Connect with patients across multiple channels
- Evaluate productivity and re-align strategy with comprehensive data analytics
CHALLENGES IN HEALTHCARE MARKETING
- Changing consumer behaviours and expectations
Patients today feel empowered as consumers of healthcare. They’re not picking the doctor closest to their location—they’re picking the doctor that can offer the greatest convenience and a level of care that meets their expectations. They’re more and more interested in telehealth, in scheduling online appointments, and in having online access to health information. The challenges in healthcare today often centre on these changing patient/consumer behaviours, especially when practices and hospitals fail to adapt to what patients need.
- HIPAA marketing limitations
HIPAA is always a concern in healthcare advertising. Healthcare advertisers can still use pay-per-click advertising to get their website or landing page at the top of the search results. However, they cannot retarget those who have visited their websites in the past due to HIPAA concerns. Online pharmacies, pharmaceutical manufacturers, and governmental or non-profit health advocacy organizations can apply as an exception to the rule. For most hospitals and practices, though, other advertising routes are necessary.
- Underinvestment in healthcare marketing
While some of the challenges in healthcare today have to do with patient behaviour and regulations, most of the challenges come from healthcare organizations themselves. Too many doctors and key stakeholders are resistant to adding more dollars into their campaigns.
- Reviews from online doctor rating sites
Today’s patients want to know what they are getting into before they visit your practice or hospital. Credentials matter more than what others are saying about the doctors.
CONCLUSION
Patients have more options than ever before. With so much information available online, they no longer feel the need to visit the hospital or clinics closest to their location. That’s why it’s important to have a planned, budgeted healthcare marketing strategy to reach new and returning patients at the right time. Are you planning a business development promotion or marketing of you healthcare organisation? We can help you in promoting your healthcare organisation, below are the services that we offer:-
- Competitor Analysis
- Packaging / Repackaging of services
- Analysis of patient feedback
- Promotional Activities
- Brand development
- Image and Identity development
- Profiles, Brochures/Pamphlets
- Patient Information Communication
- Web Content
- Website development
- Digital Marketing
- Public Relations
- Presentations
It is the superficial and macro level study for more details kindly contact Hospaccx Healthcare business consulting Pvt. ltd on you can visit our website on hospaccxconsulting.com
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