Marketing in the medical-health sector: innovation aimed at the person
The ' Healthcare Marketing is the application of traditional marketing in the field of medical and health , developed in recent years and still being spread. It represents an innovation in the healthcare sector due to the fact that patients are more connected and attentive and with ever stronger needs: they are constantly looking for immediate information and answers to their questions.
However, if on the one hand Healthcare Marketing offers immediate information and a large choice of services, on the other hand it risks lacking empathy, considering people as customers and consumers , placing the fact that they are first of all in the background. patients , often ending up offering products and services that do not directly have to do with health .
Resistance to digital changes, but not for everyone
Another consideration to make about Healthcare Marketing is that sometimes it lacks personalization. In fact, this system is at a much lower level than marketing related to other sectors: research conducted by the Content Marketing Institute, which underlines the poor attention by Healthcare Marketing to aspects of SEO (Search Engine Optimization) , or the positioning of search results .
However, there are those who manage to overcome traditional marketing models by putting into practice all the necessary precautions to develop cutting-edge strategies, thus exploiting the potential of the web. This is the case, for example, of the Boston Children's Hospital , which provides its patients with an accurate website that provides the opportunity to stay up to date and make choices about services in a condition of total information (in this case relating to children ).
The second case is that of the University of Pittsburgh Medical Center : this body also publishes information content, and it does so through its HealthBeat blog , characterized by a clean, simple and easy to understand style.
How then to set up a good Healthcare marketing strategy?
In addition to creating a Physician website, attention to a correct Healthcare Marketing plan must be focused on all media, both online and offline. For efforts to be efficient and produce satisfactory results, however, just creating the site and other tools is not enough. What are the points to develop then?
Organic search : refers to the way in which the patient can find the company and its services through a web search and search engine results ; to take advantage of the organic search it is necessary to use specific keywords in order to stand out among the competitors. According to data processed by Business Insider for Custora , 22% of the e-commerce orders of the beginning of 2016 were generated by organic research.
Paid search : PPC (Pay-Per-Click) is a form of online advertising launched by Google: the advertiser pays an amount related to the number of clicks that the advertisement receives. Again according to the Business Insider survey , paid research led to 20% of e-commerce orders.
Social media : according to Statista's processing carried out in April 2016, Facebook had over 1.5 billion users worldwide, WhatsApp over 1 billion, Facebook Messenger 900 million users, Instagram more than 500 million. These are just a few examples to make it clear how the use of social networks can be important above all to achieve results without using a high budget. Obviously, you have to use the most suitable social networks for your business.
Staying in touch with the user is essential to then convert him into a patient ( lead generation ), guiding him to choose his own services before he relies on others
The Web Marketing Health is constantly changing: a company that wants to have good results must always remain updated about the trends and innovations in the sector and the means with which it can advertise. With a careful marketing strategy developed step by step, taking into account all the tools available (and the help of professionals in the field) you can get optimal results with the growth of your business and the number of your customers.
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