Digital marketing, a growing trend across all industries, presents a key challenge for companies looking to streamline their marketing efforts. Despite its prevalence, many marketing beginners still do not understand its essence.
Basically, digital marketing encompasses all promotional activities conducted through online channels to reach a target audience. Businesses use digital platforms such as social media, email, search engines and websites to connect with potential and existing customers.
Digital marketing in healthcare: past, present and future
Now that we understand digital marketing, let's explore its relationship to healthcare.
Background: The advent of the Internet marked a turning point in healthcare marketing in the mid-1990s. A leading healthcare company launches a simple website to create a digital presence.
Today: Digital marketing has become the backbone of nearly every aspect of the healthcare industry. Digital healthcare marketing today spans the entire spectrum of online media, including content marketing, search engine marketing, social media marketing, and paid digital advertising. Research shows that 41% of consumers believe social media content influences their health decisions, highlighting the importance of these channels.
Future: Traditional forms of marketing such as print, radio and billboards are gradually losing their influence in the new digital world. Computers, tablets and smartphones have become an integral part of most people's daily lives. Patients increasingly expect to receive health information through digital platforms. To attract and retain these digitally savvy potential customers, healthcare companies need to rethink and strengthen their marketing strategies. As a result, digital influencer marketing is becoming an industry-wide phenomenon.
In recent years, the importance of digital marketing has grown exponentially, reinforcing its role in almost every industry. The need for this technology in healthcare will increase over time.
The importance of digital marketing in healthcare
The rapid technological advances of the last few decades have paved the way for the proliferation of digital marketing in healthcare. This significant change has led many companies to abandon traditional marketing and adopt digital strategies.
Statistics reflect this trend: 80% of Internet users say they have searched the Internet for medical procedures and health topics in the last year. This highlights the potential of digital marketing to transform the healthcare sector and encourages more healthcare professionals to use it as a promotional tool.
Benefits of digital marketing in healthcare
Here are some of the key benefits of digital marketing in healthcare:
Strengthening Relationships: Digital marketing helps expand the connection between healthcare brands and patients, fostering stronger, longer-lasting relationships.
Affordable: Compared to traditional media like television, newspapers, and billboards, digital marketing through platforms like social media, email, and search engines offers a cost-effective solution.
Targeted marketing: Digital marketing allows healthcare companies to more precisely define and target their desired target groups than with traditional methods.
Improved brand metrics: Digital marketing can help improve brand awareness, reputation and perception, thereby impacting customer retention and success.
Improved customer service: Digital marketing streamlines patient access to health information, improving their overall experience of the service.
Personalized approach: The personalized nature of healthcare corresponds to the ability of digital marketing to meet the specific needs of patients.
Flexible campaigns: A variety of digital marketing materials allow you to run campaigns that can be customized, enhanced and updated to continuously improve your marketing strategies.
In a world where more and more people are exploring digital markets, even companies that have already invested in traditional media should consider incorporating digital marketing into their strategy to grow leads and boost profitability.
Invest in digital marketing for your healthcare business
Marketing success depends on effective execution, and digital marketing is no exception. Healthcare companies have two main options for implementing digital marketing: do it yourself or partner with a digital marketing agency.
Companies with the necessary resources and experience can do digital marketing on their own. Those who lack these skills are also advised to seek professional help from a specialist digital marketing agency. These institutions bring valuable industry experience, knowledge and expertise.
Digital Marketing Myths in Healthcare
Digital marketing for healthcare companies is filled with myths and misconceptions that can get in the way of an effective strategy. Here are some common myths about digital marketing for healthcare companies:
“We don't need digital health marketing”
Some healthcare professionals including rhinoplasty believe that digital marketing is unnecessary in the healthcare industry as patients will always come to them for services. Indeed, digital marketing is the key to building trust, attracting patients and staying competitive.
"HIPAA rules prohibit digital marketing"
Although healthcare providers must comply with HIPAA regulations to protect patient privacy, that doesn't mean you can't do digital marketing. They can do this while maintaining patient confidentiality through appropriate protocols.
"Social networks are not relevant to healthcare"
Some argue that social media platforms are not meant for healthcare marketing. However, social media can be a powerful tool for sharing educational content, interacting with patients, and building a strong online presence.
"Digital marketing is expensive"
While digital marketing requires an upfront investment, it doesn't have to be very expensive. Profitable strategies like content marketing and social media can bring significant profits to healthcare companies .
"I don't have time for digital marketing"
Many healthcare professionals are busy taking care of patients and may feel they don't have time for digital marketing. However, it can be very rewarding to outsource or dedicate time to digital tasks.
"Bad reviews are dangerous, so ignore them"
Negative reviews online can hurt, but ignoring them isn't the answer. Handling negative feedback professionally and proactively demonstrates your commitment to patient satisfaction.
"SEO is about keywords"
While keywords are very important for SEO, focusing only on them is a mistake. Modern SEO also considers user experience, mobile compatibility, quality content, and local optimization.
"In healthcare, the checkpoint doesn't work"
Pay-per-click (PPC) advertising can be very effective for healthcare because it allows you to target specific keywords and demographics. This is a valuable lead generation tool.
"E-marketing is spam"
Email marketing, when done right, is not spam. This is one way to provide valuable information to patients who have opted-in to receive updates, and can be a powerful patient engagement tool.
"Results should be visible immediately"
Some people expect instant results from digital marketing. It actually takes time to build an online presence, improve your rankings in search results, and build connections with patients.
"We must be present on all social networks"
It is not necessary to be present on all social media platforms. Focus on the platforms where your audience is most engaged and where you can create engaging content.
"Quantity Beats Quality"
It's important to post regularly, but quality should always come first. High-quality, informative content is more likely to grab patients' attention and rank high in search results.
"We don't need a mobile-friendly website"
With the increase in the use of mobile devices, a mobile-friendly website is essential. Patients often search for healthcare and provider information on their smartphones.
"Once you're high on Google, it's all done"
Achieving high rankings on Google is an ongoing effort. Search engine algorithms change and competitors can improve their SEO. Maintaining and improving your ranking takes constant effort.
"Digital marketing is for big companies"
Digital marketing strategies can be scaled for practices of any size, from individual physicians to large healthcare organizations. Budgets and resources can be changed.
Understanding these digital marketing myths can help healthcare companies develop more effective and realistic digital marketing strategies that fit their goals and resources.
