Healthcare marketing isn’t just about ROI, and that’s exactly what makes it so important. Marketing in the healthcare space benefits all consumers because it promotes the knowledge of health information and treatment options. Giving important healthcare information to everyone in our community helps patients and potential future patients as well as the healthcare organizations that serve them. It takes both traditional marketing and non-traditional marketing methods to reach the patients of today and tomorrow. As patients continue to engage with physicians online, doctors and hospitals continue to search for innovative ways to reach patients through non-traditional methods.
Traditional marketing includes print, broadcast (TV and radio), direct mail, telephone, and even billboards. For many years, hospitals, clinics, and doctors’ offices have utilized television and radio advertisements to reach broad, local audiences. Print ads in local newspapers and magazines are also common. Additional marketing tactics such as direct mail and brochures are often used to promote awareness and reach new clients.
One major drawback of traditional marketing, however, is the inability to reach a specific target audience. Another is the difficulty of measuring how many people marketing materials are actually reaching. But perhaps the biggest disadvantage to using only conventional marketing is the fact that people can be reached in other, more fruitful ways. If healthcare organizations do not adapt to include new technologies and follow consumer trends, those marketing efforts will be far less effective.
Broadcast marketing has entered a new age, thanks to the advances in digital technology. Healthcare organizations can now reach potential clients through connected TV (CTV) ads instead of relying on TV networks. (CTV is any TV or gaming console that can stream video over the internet). Additionally, radio/podcast advertising has become more targeted to match the ad with the right customers. There are more digital marketing opportunities than ever before. Below are just a few your healthcare organization can take advantage of.
World Wide Web-MD
Over 5 billion people use the internet every day, which represents nearly 65% of the world’s population. Digital advertising has exploded because it is highly automated, efficient, and cost-effective, and your brand has the ability to potentially be seen by millions of people with online marketing. Banner ads, pop-ups, and video commercials on YouTube and TikTok are part of a broad range of choices for organizations to consider. These options are attractive due to their low cost and increased targeting abilities. Furthermore, when the public has a health issue, the Web is often the first place they go to seek information and answers.
The internet has become practically universal thanks to smartphones, and savvy healthcare organizations have taken advantage of this method of information consumption to give their customers the information that they need. Some of the best non-traditional tactics healthcare organizations use include content marketing and Web marketing.
This term refers to the category of marketing that includes a substantial amount of information, or content, rather than just colorful ads with a tagline. Content marketing elements can consist of many different options, such as:
- Email newsletters
- Social media
- Downloadable white papers
Strong content will draw readers and gives websites a boost on search engines like Google. Producing and publishing innovative information will help to build authority, expertise, and solid relationships with clients, and make you more trustworthy online in return. Organizations should regularly update their customers and potential customoers to stay top of mind and ensure quality information is being delivered.
Web marketing (or internet marketing) is a broad category of advertising that covers multiple marketing tactics, including:
- Display, Banner, or Pay Per Click (PPC) Advertising – The use of banner and other graphical advertisements to market online.
- Email Marketing – Communicating with customers through the use of carefully designed emails.
- Video Marketing – Using web videos for promotional purposes.
- Search Engine Marketing (SEM) – Using search engines to help connect users with the products and services that most interest them. Companies can pay to receive preferential ranking in a list of search results.
- Search Engine Optimization (SEO) – An organic way for companies to improve their visibility on search engines.
- Social Media Marketing or Optimization (SMO) – Using sites like Facebook, Instagram, and Twitter to connect with customers.
Social media now plays a significant role in directing patients to healthcare providers. Referrals from friends and neighbors using sites like Yelp and NextDoor can be incredibly effective as well.
Non-traditional, or digital marketing, offers a number of advantages, such as lower costs, refined targetting, and a high level of customer engagement. If you need help incorporating non-traditional marketing programs such as content marketing in your organization, reach out to Watch Media Group to get your online presence up to par.