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Every critical field has faced various challenges within the past few years, and healthcare is no exception. COVID-191 outbreak has pushed businesses, organizations, and state institutions to go online and constantly evolve to provide practical solutions. For healthcare, this challenge was the question of life and death because practically every human is a healthcare consumer. Some may turn to healthcare facilities sporadically, while others may frequent them, but what’s more important is to adjust to everyone and ensure provided services yield the expected results.
All these mean your healthcare marketing approaches must be up to date so that your company remains on top and drives new customers. With that said, here are the five top-notch healthcare marketing strategies you must be cognizant of and include in your digital marketing campaigns.
Video and audio content
Although not new, the pandemic’s inflammation has resulted in viral video and audio content. Being locked down at home, you don’t have a choice but launch YouTube or Google Podcasts and find the healthcare content you are most interested in. This trend will sure stay. Moreover, it will only grow in popularity, so you should consider including it in your marketing strategy from 2022 onward.
The great thing about video and audio content is that it doesn’t require a specific format to follow. You decide whether it’d be best to record a snippet, lengthy video, or podcast. Whatever you choose, remember about the video’s components if you upload it on YouTube, mainly thumbnails2, which are excellent attention-getters if designed creatively. Use customized thumbnails to make your content more visually appealing – go now and check how you can easily do that.
Healthcare SEO
Consumer behavior has hugely shaped healthcare search engine optimization, as numerous people have had to get familiar with gadgets and digital ways to get healthcare help. They wrote unique google inquiries, used voice search, scrutinized forums, and watched videos, among other things.
Every of the mentioned steps made SEO algorithms alter. As a healthcare marketer, this leaves you with the need to analyze those requests and people’s–primarily digital novices’–Internet conduct to know which direction to go to succeed. How do you do that? You need a holistic approach to a search engine optimization strategy. Analyze keywords and place them in your content organically. The latter must also be readable and valuable to the reader, providing solutions to the pressing issue. Other than the text or video-based content, upgrading your website and making it discoverable and navigable is equally necessary.
Influencer marketing and social proof
It is not uncommon for people to seek recommendations from friends, family members, and acquaintances, but it is hardly a trend anymore. The Internet is flooded with reviews, ratings, testimonials, and a wide array of similar things that cast light on a specific brand and its services. Such social proofs help consumers get a significantly bigger picture of the company and find a better-suited solution, even if it’s more costly.
To take advantage of such a format and get plenty of credit, think of different formats when building social proof marketing tactics. These can be done via several approaches. For instance, don’t hesitate to provide Q&A sessions, publish customers’ testimonials3 and reviews, and appear in the media. Given the considerable growth in influencer marketing, it might be an excellent idea to funnel some resources in this technique, cooperating with local and micro-influencers.
Homepage quality and content marketing
Besides adjusting your homepage to SEO by including researched keywords, it’s imperative that you review your website as a whole. A poorly-designed web page is often an underlying reason why the brand stagnates in the digital field. Every component placed on your website influences its entire quality. You want people to feel comfy when browsing your page, so they shouldn’t make numerous clicks to find the thing they are looking for.
Remember to be responsive on every page; ensure a live chatbot is always there so the person can quickly ask a question and get the desired response. And don’t forget about the content you roll out. Whether it’s an article, a review, interview, or any other form, making it meaningful, easily readable, and authoritative is a must.
Social media presence
Social media is an excellent venue for digital marketing, so there is no question about whether or not to be present on social platforms. In the case of healthcare marketing, your job is to be as engaging and visible as possible. Write blog posts referring to field experts, include call to action (CTA4) buttons to move people to visit your website, reply to messages under your posts, repost clients’ testimonials, and use paid ad campaigns. All these will drive traffic to your site and make you a reliable brand to turn to.
Bottom Line
It is no need to say that a host of other methods exist that can help you attune to people’s preferences. The mentioned, however, are the most effective things to do first to help you get started. Once you polish these aspects and see the first outcomes of your efforts, you may begin deploying other techniques to fulfill clients’ requests and outcompete your rivals. Keep an eye out for the field’s development, and don’t neglect new trends even if they look dubious initially. You never know what will eventually work out.
- Ciotti, Marco, et al. “The COVID-19 pandemic.” Critical reviews in clinical laboratory sciences 57.6 (2020): 365-388. ↩︎
- Zhang, Yushu, et al. “HF-TPE: High-fidelity thumbnail-preserving encryption.” IEEE Transactions on Circuits and Systems for Video Technology 32.3 (2021): 947-961. ↩︎
- Holden, A. C. L., et al. “What do Australian health consumers believe about commercial advertisements and testimonials? a survey on health service advertising.” BMC Public Health 21.1 (2021): 1-12. ↩︎
- Poon, Michael, et al. “Current evidence and recommendations for coronary CTA first in evaluation of stable coronary artery disease.” Journal of the American College of Cardiology 76.11 (2020): 1358-1362. ↩︎
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