Digital transformation has been slow to come to the healthcare sector. Constrained by HIPPA compliance regulations and strict FDA standards, healthcare providers have often been wary of innovating, for fear of potential legal action.
However, with 72% of Internet users now researching their health care concerns, and medical treatment options online, organizations are contending with a newly empowered base of consumers, who demand increasing transparency, quality, and satisfaction from their healthcare providers. Facing stiff competition from alternative medicines and new market entrants, hospitals and practices throughout the country have been forced to hasten their embrace of digital marketing.
71% of healthcare and pharmaceutical companies now indicate that they‘re prepared to up their investment in digital marketing. Here are the key marketing trends we expect businesses to focus their spending on over 2018.
Recent estimates put the number of people with chronic conditions in the US at a staggering 190 million. Unfortunately, only a fraction of these prospective patients feels as if they require medical attention, inevitably this sort of negligence can lead to serious health concerns down the road. For healthcare providers, the biggest challenge is motivating these individuals to face up to their health issues today.
Inciting this sort of reaction requires a shift away from clinical, educational, marketing material, towards more emotive advertising, that speaks to the pain points, and desires of prospects. With increasing levels of digital noise, organizations must focus their content marketing on relevant, socially shareable content.
The most successful hospitals and healthcare providers operating today are those that can design omni-channel digital strategies that put the customer first at every touch point.
A Strong Social Media Presence
With billions of active users across a variety of social media platforms like Facebook, Google+ and LinkedIn, these networks provide healthcare providers with a unique opportunity to create engagement with prospective customers.
If utilized properly, social networks and even messaging apps can help healthcare providers generate better business leads, and create long-term customer relationships. Business social media pages should evoke a community atmosphere, connecting consumers across a variety of market segments.
To stay ahead of the curve, organizations should look into establishing a presence on health-centric networks like: PatientsLikeMe, or CureTogether. These platforms are ideal for creating an intimate line of communication between physicians and patients.
The Internet of Things (IoT) has provided customers with an unprecedented ability to take healthcare into their own hands. Mobile apps, and wearable devices like the Fitbit, allow customers to monitor their health and take proactive measures towards resolving future concerns. Healthcare providers would be wise to incorporate sensor-based applications, and wearables, into their own treatment plans to account for this growing trend.
Remote consultations and check-ups are also becoming increasingly popular for consumers in search of convenience and accessibility. By creating personalized and remote treatment options to complement in-person medical care, you can differentiate your products from other competitors in the field.
Over 77% of Americans currently own smart phones, and an increasing number of these people prefer to consume content through these devices rather than through their televisions or computers. Accordingly, search engines like Google rank mobile-optimized websites higher on their rankings.
In order to position your organization at the forefront of digital healthcare, you must design your website to fit the needs of these on-the-go consumers. That means, creating an intuitive, navigable interface that’s easy to read. Urgent care information should also be placed, front and center, to help emergency patients get the help they need as quickly as possible.
More Insights into the Trends Shaping Healthcare Marketing
At Invenio, we provide digital marketing, lead generation, and sales solutions for a range of healthcare providers across the industry. Schedule a free assessment with us today and find out how Invenio can optimize the ROI of your digital investments.