Healthcare Marketing in the Age of COVID
Posted on April 19, 2022
Healthcare marketing is difficult for many reasons. Not only are private healthcare institutions investing in marketing, but some state institutions are also allocating significant funds for the same cause.
Unfortunately, COVID only accelerated this race and that mafkes it even more difficult. In healthcare marketing during COVID, you have to be concise and relevant. But most of all, you need to provide value as often as possible if you want engagement from your customers.
If you want to learn how to achieve that in the age of the COVID-19 pandemic, keep on reading.
This is, hands down, one of the most significant parts of healthcare marketing and it should never be neglected. As a healthcare institution, your marketing efforts need to convey the right message to people.
Identify their issues, see if you can solve them, and then craft the perfect message. This message should be used for your marketing strategies and each strategy has to revolve around it.
To understand your potential clients, seek them out and ask them about their interests and insights regarding healthcare. They’ll be glad to share them with you.
Keep Up with the News
Another important thing is to remain up to date with the world news and healthcare marketing trends that affect the industry.
This will help you adjust your marketing efforts in order to stay relevant, but it’ll also help your marketers and sales representatives become more effective in their given fields.
Keep in mind that sales agents who are more aware of what’s going on in the industry are more credible and trustworthy.
Make Sure Your Content Strategy Is Clear and Documented
In the healthcare industry, content marketing and educational content pieces have become powerful tools. This form of marketing is very effective in this industry and it can attract new patients and customers easily when done right.
It doesn’t matter what segment of the industry you’re in, you certainly have an audience that uses your products or services. That audience goes online to find information and educate themselves before interacting with a healthcare facility.
That’s where quality content steps in to grab the attention at the right time and secure new clients.
As a marketer in this industry, you should create valuable content that answers a patient’s questions at each stage of their journey. This is a good way to boost sales interactions and impact the bottom line positively.
Go Where Patients Are
Your potential clients spend time on multiple social media networks, they visit different websites every day, and this should tell you something very important about your marketing efforts.
It doesn’t matter if it’s texting, chatbots, or the simplest forms of chat options that pop up on your website, there are many multichannel methods healthcare marketers should consider in 2021.
Aiming for anything that offers a unique user experience and improves engagement is important if you want to succeed in this marketing niche. Basically, the more touchpoint options you can provide, the better the customer experience will be.
Make Your Company Human
As a business in the healthcare industry, it’s very important to connect with your patients on a human level. This is something many businesses in the industry find rather difficult to achieve.
Your marketing strategy needs to be based on humanizing your organization, so try to tell your business’s unique stories by using real people.
Have content pieces created by your employees and feature them. This could be a blog post, a video, or even a podcast episode.
This is different from sympathizing with people. Try to take the other person’s perspective and don’t judge. Instead, try to recognize your patients’ emotions.
These are very difficult times and no one can really predict when the pandemic will come to a full stop.
So, show that you care throughout your marketing efforts. Take some time and try to walk in someone else’s shoes. Empathy takes practice, but it will be worth it.
It’s crucial to make patients feel safe and secure in your healthcare institution. People are still scared of the virus, so some of them may resist going anywhere to see a medical professional.
Make your institution clean, fresh, and follow all COVID safety protocols and practices. Also, make sure to mention that you follow all the protocols wherever you can, both online and offline.
Use Data Wisely
In order to win the healthcare marketing game, you need to create a personalized experience for your potential clients. This means that all of your marketing strategies have to be data-driven.
With no data, you can’t receive any insight into how your campaigns are performing.
But try to go beyond the usual KPIs that marketers rely on. Seek a more in-depth view of your marketing efforts and how they add to revenue.
A form builder with features that allows you to create surveys and aggregate responses in real-time reports is a way of diving deep into your data and making the best decisions.
Use Technology to Your Advantage
Technology and innovations we regularly see in the news are not only reshaping media, but they are also changing the way customers behave.
Nowadays, getting to your customers may take some drastic rethinking. Many organizations have started to allocate considerable parts of their marketing budget to digital media to remain competitive in the industry.
Additionally, many organizations have started setting up automated marketing systems, compliant digital forms for the healthcare industry, and personalized messaging tools, so consider implementing these tech-related practices at your own facility, too.
The healthcare industry is very competitive and many are struggling with the new market shift. However, this shouldn’t be something that scares you.
Instead, take most out of the tips you have just read about, and try to set your organization apart from the rest. That’s what will ultimately make your healthcare facility more attractive than the rest.