Digital is continuing to change the world. Marketing for the healthcare industry is no exception. Below are trends that are changing the face of healthcare marketing.
Healthcare consumers are doing their homework. The prevalence of the Internet and digital devices has resulted in the empowerment of the consumer. For the healthcare sector specifically, this means patients are taking a more active role in their healthcare. These patients are searching and making their decisions online. According to the Pew Research Center, 35% of adults in the U.S. have used online resources to research health-related topics. This means that healthcare organizations need to have a strong online presence in order to be where prospective patients are looking.
The importance of meaningful content. As the above information reflects, people are looking online for healthcare providers more and more. They’re looking on search engines as well as on hospital websites. This means hospitals and healthcare organizations need to provide quality information that stands apart from the competition. It also means that these sites need to be optimized so that consumers can find them easier. An effective way to do this is to regularly perform keyword research to know what words prospective patients are using in their searches and utilize these words on your website.
Continued emphasis on mobile. The popularity of mobile devices is continuing to grow. Whether it’s a smartphone or a tablet, people are rarely seen without them. Therefore, when searches involving healthcare are conducted, it is often on a mobile device. Accordingly, your website needs to be mobile-friendly. Sites that take too long to load or features that don’t work on mobile devices just are not cutting it anymore.
The significance of social media continues to grow. Social media enables healthcare consumers to take even more control of their healthcare decision-making. Social media platforms are excellent places for patients to express their opinions about recent hospital visits and collect information to aid in upcoming medical decisions. In fact, more than 40% of consumers have admitted to being influenced by social media when it comes to their health. Any healthcare digital marketing strategy would be remiss if it did not include social media in some way.
Do you know of other developments currently altering the way we market healthcare? Are you looking to strengthen your digital strategy within the healthcare field? Share in the comments section below.