Marketing Your Healthcare Organization
In the healthcare industry, marketing is a must. Whether you work at a health system, hospital, clinic, or physician practice, they all need marketing. Changing audiences and new technologies, however, mean that healthcare marketing needs to evolve. Every actionable marketing strategy should include a few staple components that you can build around to create a stronger patient base and improve the bottom line. Consider these four core marketing practices that you need to implement, now.
1. Get a Website
Studies show that 72% of internet users go online to look for healthcare information. Establishing a website for your practice or facility enhances your internet presence and makes you easy to find in a local search. Your website should provide practical information about your healthcare organization, such as physical location and contact data. It should list key services and give patients information about the staff, especially the physicians. Any patient searching for a new clinic or doctor in the area should be able to go to your website and get all the information they need to make a choice.
Consider adding a blog to your website as well. A blog helps increase your online authority and improves patient health literacy, too.
2. Go Multi-Channel
A strong website is a good start, but having multiple marketing channels is just as essential. A multi-channel social media approach to marketing your organization ensures that you reach your audience no matter what social networking site they prefer. Start with the mainstream social media networks like Facebook, Twitter and Instagram. Setting up business accounts on these networks will give your patients a place to communicate with you and share that connection with others. Nielsen’s Global Trust in Advertising Survey shows that 92% of consumers trust referrals from friends and families.
You can further leverage social media networks by providing wellness information and promoting the latest healthcare news (follow the 80/20 rule of social media content). With every like and share, you increase your organization’s internet presence and establish your business as a medical authority.
3. Provide Animation
One of the biggest challenges healthcare marketers face is finding a way to keep things fresh and engaging. Animation is the perfect tool to keep your online audience engaged. Video has been the “king of content” for years now, and animation is highly engaging because it is visually interesting. Using animations has the added bonus of improving health literacy, as well, by explaining complex medical concepts in a way that most people can understand.
You can use animations across multiple channels. Upload them to your YouTube channel, embed the videos in your web pages to explain your different services, or convert them into GIFs for Facebook.
4. Focus on the Metrics
Healthcare is a business, so treat it like one. Businesses rely on data to improve their marketing strategies and build their brand. Marketing creates measurable results that you can track to see what works and what doesn’t. Measure the return on investment for different campaigns and assets like paid ads and social media promotions. Monitor your engagement rates and pages views to see what channels get the most attention and find ways to expand your efforts.
Healthcare marketing is just another way to service patients while building your healthcare business. How effective it is will depend on how well you manage it.