Digital Marketing in Healthcare
There has never been a more important time for organizations to convey relevancy. It is time for companies and brands to prove that they offer significant value. This is so they engage with prospects and buyers. What are the organizations that need to strut their stuff the most? Healthcare companies.
The healthcare industry features a great deal of competition. You most likely already recognize this. But what you may not realize is this. Many healthcare organizations are experiencing difficulty with recent market shifts. One of the key reasons is that customers now have more access to information than ever before.
All the digital information has shifted the healthcare landscape into new territory. Customers have more things to consider than ever before. Sometimes that impedes purchasing decisions from getting made. Healthcare companies must go the extra mile to survive. So, here are the best seven tips for digital marketing in healthcare.
1) Recognize who the customers are.
What is one of the key tenets of digital healthcare marketing? It is understanding what factors make the biggest difference in people’s lives. The identification of what matters to people is the secret weapon to two actions.
- Conveying strong messages.
- Building a marketing mix that gets results.
You, as a digital marketer, must have a complete understanding of your customers.
This is so you can communicate that your organization cares about buyers. What is one of the key actions that you can take? It is boosting the communication process between marketers and buyers. This is so marketers can gain insight into what the buyers’ real interests are.
This is not a job for shy people. You have got to go outside of your comfort zone. You must interact with different personalities. Here is some good news. Most people you talk to will be happy to tell you about what their needs and interests are.
2) Pay attention to trends in your industry.
Understanding customers is not the only thing that digital marketers are in need of. You should also strive to stay updated about pertinent industry topics. If you do not know what is going on, then you will struggle to run effective marketing campaigns. This is a great way to all but guarantee that your marketing actions are relevant.
The more problems you recognize, the more solutions that you can offer. Not to mention, another great result is that your company’s sales team will benefit. The salespeople will become equipped with pertinent information. That information will help them rack up sales. Not to mention, they will appear to seem trusting and credible. That is another reason why their sales numbers will improve.
3) Create a network of KOLs.
What are KOLs? They are Key Opinion Leaders. They are, well, leaders in the healthcare field. They are people you can turn to for advice and guidance. You can even ask a KOL to mentor you if you would like. Mentoring can do a lot of good for your career when it comes to digital marketing.
The main thing is to not be shy or stubborn and refuse to talk to a KOL. The same concept of what a KOL is can actually get applied to your organization. Once you learn how to think like a KOL, you become a better digital marketer.
Most healthcare companies have advisory boards led by KOLs. These boards ensure that business activities get to run well. In fact, KOLS usually have so much knowledge that they can assist with clinical work. That is why, you, as a marketer, should consider reaching out to leaders that you admire.
Not to mention, you should also consider reaching out to marketing professionals nearby. You can ask them to assist you in improving your marketing efforts. The more improvements you make, the more consistent you will be. This will help you’d develop a reputation as someone who does exceptional work. Receiving feedback from a KOL or well-respected marketing professional matters. It can take your career to the next level.
4) Ensure that your content strategy is the best that it can be.
Content strategies mean everything when it comes to digital marketing. A content strategy means so much more than having a theme. It is about establishing value more than anything. But it is also about continuing to engage with both organizations and individuals. Your mission should be to create important content on a consistent basis. That content should be able to answer all the questions of buyers.
There are no exceptions to this. No matter what stage of the journey a buyer is in, you should have some answers. And if you do not have answers, you should at least have intelligent suggestions to make. Having them will help you generate great sales team interactions. Another key benefit: your company’s performance will stay at a high level.
A recent study concluded something startling. Only four percent of people in med-tech have a well-planned content strategy. That same study concluded that only eleven percent of people in biotech or pharma has one. You do not want to be in the majority when it comes to a poll like this. Your mission should be to have a content strategy with clear documentations. It should meet (and exceed) the upcoming needs of buyers.
Even if you believe that your content strategy is good, it is best to refine it. This means you should sit down with your team and go over every word of the strategy. Keep making changes and improvements until your team believes the strategy is bulletproof. Next thing you know, you will be more engaged with your buyers than ever before.
5) Use the channels that the majority of your buyers use.
What is the number one reason why digital marketing campaigns fall flat? It is because customers are not engaging with the content. This does not mean that what you are stating is bad or wrong. It has more to do with how you are conveying information and where you are doing so.
Again, this is why understanding your buyers is so crucial to you and your organization’s success. When you understand them, you will understand where they spend the majority of their time. This means you will pick up on which platforms and channels they use the most. This can include any of the following:
-social media sites
-social media apps
Understanding where your buyers spend the most time will help you craft content. The key is for you and your team to do plenty of research to figure this out.
6) Ensure that your organization is connecting with buyers.
The inability to connect with people is one of the challenges that marketers face. Connecting means understanding and interacting with the buyers on a human level. Sure, your mission is to convince someone to buy. But you do not need to act like a cold-hearted robot while doing so. You will have much better success when you find ways to humanize both yourself and your company.
Say you realize that your team’s marketing strategy lacks, well, strategies. It is struggling to find ways to connect with buyers. This means you and the team must sit down and come up with new strategies. The more your company connects, the more inventory it will be able to sell.
One great way to connect with buyers is to convey your organization’s stories. You can do this by using real people that received positive, real results. Do not stop at telling stories about previous buyers. Make stories about everyone. Previous buyers, patients, doctors, your employees, and more.
Not all the stories have to get written. Short and sweet inspirational videos are a great medium to connect with people. Artificial Intelligence is beginning to take over the healthcare industry. This makes it more important than ever before for marketers to connect with people on a human level. That is why you should…
7) Make experiences as personal as possible.
You work in an industry that’s centered on buyer expectations. Those expectations become correlated to two factors.
- Value-based reimbursements.
- Out-of-pocket costs seem to go up year-after-year.
You, as a digital marketer, should strive to personalize your buyers’ experiences.
This is so these previous expectations can get discussed. As a result, buyers will not feel worried or in doubt. Remember how the industry shifted toward precision medicine? Well, a similar shift is now occurring when it comes to precision marketing. A recent business study concluded something interesting. It stated that there are two main reasons why marketers lack personalized content.
- A lack of the necessary resources.
- A lack of relevant technology.
Your company must do all it can to create more personalized content. This means it must gather better resources and secure the necessary technology. This will allow your team to create content that is as personalized as possible. Next thing you know, you will be connecting with more buyers. Not to mention, the connection process will take place in a fast manner.
If there is one piece of advice you should take from this article, here it is. (And it is rather simple.) Always make an effort to keep learning. Why? Because three factors in your career are accelerating at the speed of light.
- Digital marketing.
- The entire healthcare industry.
- The experiences and needs of buyers.
If you care about staying relevant in your field, you will make learning a top priority. Never listen to anyone who suggests that digital marketing is a one-and-done process. That is a bald-faced lie. Well, it is half a lie. Because it is, indeed, a process. But it is one that you have to study and adapt to on a consistent basis.
You are going to sometimes stumble or even fail. That is all right. The key is that you continue to do your best to improve your digital marketing abilities. You will learn from your mistakes and failures. As a result, your marketing abilities will become the best that they have ever been to. Do not be too critical of yourself. Enjoy the process and have fun.