Article | March 13, 2020
The fast and efficient flow of information is vital for the healthcare sector to offer life-critical services and patient care. Seamless communication, real-time updates, and putting the crisis response plans into action with minimum activation time are some of the key factors for successful crisis management during a pandemic or other urgent healthcare situations. In pandemic situations, characterized by a large scale outbreak of diseases over a wider geographical area, the bi-directional sharing of critical information between various healthcare agencies and institutions located in different cities and states becomes even more important.
Article | January 11, 2021
Healthcare marketing, for a healthcare provider, is challenging as a lot of technologies are emerging in the market. What matters is choosing the right healthcare marketing techniques and technology to market your products and services. The global digital health market size was USD 51.3 billion in 2015. According to Global Market Insights, this is expected to have a compound annual growth rate (CAGR) of 25.9% from 2016 to 2025. However, to compete with your opponents and to face the challenges of increasing patients buying your products and services, you need an excellent and well-designed marketing strategy with the latest healthcare marketing trends.
As we have entered a new decade, healthcare providers should look into developments in the healthcare marketing brought out by the year 2020. The global pandemic has changed all the practices in the industry, including the style of healthcare marketing and technology. Since the turn of the century, online marketing has been a part and parcel of healthcare marketing. However, healthcare marketing is witnessing a new era. This can be attributed to the increasing integration of various smart devices in the everyday lives of people and the introduction of artificial intelligence algorithms. Are you ready to leverage these technological transformations and changes?
This article discusses some of the major healthcare marketing trends to be integrated into your healthcare marketing strategies.
One of the important healthcare marketing trends that you can use is online reviews from happy patients. Healthcare providers have largely relied upon these online reviews— the patient sentiment—to establish a reputation and acquire new patients. These reviews are widespread across multiple online platforms and anyone can easily access them.
A study conducted by Binary Fountain in 2019 claimed that 60% of people use online reviews to choose a healthcare provider. It also claimed that 75% are influenced by online feedback when they go for a healthcare provider. This shows how influential this healthcare marketing trend is. Thus, in 2021, healthcare providers should concentrate on acquiring positive reviews and replying to both good and bad reviews and feedback. It is crucial to respond to negative reviews for your online reputation management, as 70% of patients consider it important to address patient concerns publicly.
Content is King
Content marketing is yet another healthcare marketing trend that healthcare providers should focus on. Producing educational, entertaining, engaging, and high-quality content is crucial in increasing your online brand visibility and patient engagement. This aspect of online marketing came into existence ever since Google became the king in the search engine market and established their ever-evolving algorithms.
To leverage this healthcare marketing trend, healthcare providers should have a plan for creating content holistically and publishing it on multiple platforms in different forms. All content that goes online should be well-produced and authoritative. All forms of text-based content, such as articles, blogs, press releases, white papers, and case studies, should be well-written and have high-quality links. It is also good to add images to your content to increase engagement.
Within this healthcare marketing trend, video marketing is considered to be the most effective one because online visual content appeals to users more than any other form of content. To make the most out of your videos, you can run video ads on YouTube, share them on your social media pages, and post them on websites and landing pages.
Responsive, Fast Loading Websites
Among the online healthcare marketing techniques, it is very important to have a very responsive and fast loading website. Also, the navigation on the site should be smooth and easy. This is because the websites with these features win more patients.
Websites of healthcare providers with ads and pop-ups, navigation issues, and slow loading will make users leave the site in no time. This will be much realized in 2021 as patients expect websites to load instantly on all their devices, including their smartphones.
To increase patient acquisition, you may have to streamline and optimize your website for both mobile and desktop viewing. Here are some quick tips to make your website loading fast and navigation easy:
• Decrease image size on your website
• Switch to a faster web host
• Clean up unnecessary code.
Growing Influence of Social Media
Having a strong presence on all social media platforms is an effective digital healthcare marketing tactic. The online presence of your healthcare organization should not be limited to your website. To maximize your brand’s reach and to have an impact in 2021, you may have to make full use of all social media platforms. In terms of lead generation, engagement, marketing, and reputation management, Twitter, Facebook, and Instagram, among others, are turning more influential nowadays. According to Statista, social media has 2.82 billion active users. More specifically, according to Hootsuite, as of 2020, 90% of older adults use social media to seek or share healthcare information.
This most influential healthcare digital marketing trend can be effectively used by creating and promoting targeted ads on all these platforms. Also, by interacting with users through likes, comments, and shares and publishing content regularly, you can increase your organic reach. For any healthcare provider and marketer of 2021 and beyond, it is a massive mistake to neglect the power of social media.
Data-Driven Healthcare Marketing
In 2021, to personalize outreach campaigns, healthcare providers and marketers will have data and tools. Adhering to HIPAA regulations, healthcare providers can design various marketing materials according to key demographics, such as key health concerns, income levels, age range, etc. This is the more granular approach to reach new patients and to keep your regular and current patients loyal to your brand. This personalized healthcare marketing technique will make patients feel that they are treated well and slowly build up trust in your brand.
A customer relationship management (CRM) tool, which is reliable and healthcare-specific, can store relevant patient data. To optimize your marketing strategy, insights from the stored data can be considered. Thus, this important healthcare marketing technique—data-driven healthcare marketing—helps you personalize your healthcare marketing campaigns.
Turning to Telemedicine Technology
Demanding physical processes and spatial barriers are not yet a big restriction for healthcare providers. Artificial intelligence, telemedicine, automated systems, and IOT contribute a lot to make healthcare more efficient and accessible. Highlighting these features in healthcare also becomes an effective healthcare marketing technique.
Using telemedicine software, healthcare can be provided remotely, which eliminates the need for an in-house visit. Although this breakthrough happened at the start of the century, it will become more accessible, viable, reliable, and will be used widely than ever before in 2021. Patients with mobility and transportation issues prefer using remote healthcare services and adding these facilities to your services can be considered a part of healthcare marketing tactics. So start offering remote healthcare services, if you have not started yet. This will eventually increase your brand reputation and build up trust.
Self-Serving Technologies- Patient Profiles, Chatbots, and Appointment-Scheduling Modules
As part of healthcare marketing plan and strategy, patient profiles, chatbots, and appointment-scheduling modules are incorporated by providers in their websites. These additions provide more awareness and control of their health to the patients. Updating your website to include these self-serving technology will help you improve the patient experience online.
Look forward to the new developments in healthcare marketing technology to improve your healthcare marketing, which is suitable for you. Embracing all of these changes and transformation in healthcare marketing strategy will help you stay ahead of your competitors with effective healthcare marketing campaigns strategies.
Frequently Asked Questions
What are technological advances in healthcare?
The year 2020 witnessed a lot of technological advancements in the healthcare industry due to the pandemic. Some of the major ones among them are personalized medicine, telemedicine, blockchain, artificial intelligence, and machine learning.
What technology is used in healthcare marketing?
Blockchain, artificial intelligence (AI), chatbots, voice search, and augmented reality are some of the major technologies used in treatment and marketing in healthcare in 2021. However, the technology in healthcare marketing is ever-evolving as new trends are set every moment.
Why is technology important in marketing?
Technology is very important in businesses and marketing as technology helps businesses grow. It also creates relationships and it is necessary for communication between the customer and the organizations. Technology is an essential part of any business for development and growth.
What is the most effective healthcare marketing technology?
There are many existing and emerging healthcare marketing technologies in the global market. However, the most effective marketing technique is social media; generating leads through social media and websites.
Article | October 21, 2020
Do you know a friend or loved one who suffers from fear, anxiety, and depression and do not know what to do?
It can be difficult to watch someone you know struggle with their mental health and not be able to do anything about it.
As a result, here are 8 important tips on how to help the person you care about in these kinds of situations.
1. Learn as much as you can in managing anxiety and depression: There are many books and information that will educate you on how to deal with fear and anxiety. Share this information with the person who is struggling with their mental health.
2. Be understanding and patient with the person struggling: Dealing with depression and anxiety can be difficult for the person so do not add more problems than what is already there. Do not get into arguments with the person who is having a difficult time with their mental health.
3. Talk to the person instead of talking at them: It is important not to lecture the person who is struggling with anxiety and depression. Talk to the person about their issues without getting upset. Most people will listen if you approach them in the right manner.
4. Remind the person the importance of getting help: One way to convince the person who is struggling with fear and depression is to tell them what may happen if they don't get some assistance. Anxiety and depression can be difficult to manage and usually these mental health issues won't go away by themselves.
5. Find out why the person won't seek assistance: Address the issues on why the person will not get the necessary help. Many people who are struggling are fearful and frustrated. Try to find out the reasons why he or she won't get the help they need and then try to find ways that will overcome their resistance of seeking treatment.
6. Join a local support group: There are many mental health support groups in your area that can help you. Many hospitals, churches, and counselors in your area will be able to provide you with a list of groups. These mental health organizations will be supportive of your situation and they can give you additional advice on how to help the person who is struggling.
7. Talk to someone who has been there: Find somebody who used to struggle with fear, anxiety, or depression and have them talk to the person who is struggling. He or she could use their past experiences to try to reason with the person that you care about, and they might be able to use their insights to convince the individual to seek treatment.
8. Talk to a counselor: Talk to a professional counselor on how you can help your friend or relative with their mental health struggles. A counselor can give you advice and ideas on how to help out your friend. Your main goal is to get the person who is struggling to seek help from a mental health specialist.
Article | February 26, 2020
The Office of the National Coordinator for Health IT (ONC) continues to advocate for improved data exchange, with the interoperability and information blocking rules being the latest federal push. One of the ONC’s goals with its latest guidance is to establish an ecosystem of innovation, with electronic health records (EHRs) serving as the foundation — i.e., the platform enabling application development and user access. But when it comes developing an EHR-based marketplace for innovation and mandating open APIs, there are many challenges for all players involved — including EHR vendors, tasked with standing up these sustainable marketplaces for innovation, and third-party developers, forced to bet big on which EHR platform(s) to innovate for and hope they chose right. How could the latest interoperability and information blocking guidelines impact the likelihood EHRs will be successful in developing sustainable innovation marketplaces?There are four key factors that stand to impact the success of EHR-based marketplace development, including: