Article | February 24, 2020
Technology is only as useful as the value it helps us deliver. For us to get to the next phase of this evolution, technology must fit into a patient-centric care model. When I shifted my role from a full-time practicing physician to a healthcare administrator 20 years ago, there were no national standards on quality measurements, let alone for performance-based payment or value-based payment models. Today, value-based initiatives are shifting care delivery from compensating volume to compensating value and redefining financial incentives toward better patient outcomes. In this model, providers must think about the entire patient experience across all care settings and between episodic visits. On top of this, consumer behavior is changing the way patients choose and receive care. Patients are increasingly embracing convenient options for their healthcare that match their lifestyle, but still want the peace of mind that comes with support from a consistent primary care provider or care team.
Article | February 24, 2020
The term, “The Cloud,” has become so commonplace that one might ask: “What does it mean and what value can it bring to a healthcare organization’s electronic health record (EHR)?” Without getting too technical, Cloud is a model for delivering IT resources. According to the National Institute of Standards, “Cloud computing is a model for enabling ubiquitous, convenient, on-demand network access to a shared pool of configurable computing resources … that can be rapidly provisioned and released with minimal management effort or service provider interaction.” That is a straightforward definition. There are in fact three service layers, five essential characteristics and four deployment models inherent to the definition. Most healthcare organizations would use the “Private” deployment model. Cloud is a natural evolution in computing brought about by evolving improvement in connectivity and data storage capabilities as a result of improvement in technology. Cloud computing is not new and has existed in many forms over the past 40 years. Remote job entry was the definition in the 1970s and in the 1990s it became “outsourced infrastructure.”
Article | February 24, 2020
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 | February 24, 2020
With their speed and maneuverability, drones have long captured attention for their potential to deliver shopping orders and photograph the world from above. But the machines can also serve a medical purpose by shuttling drugs, defibrillators and other equipment to emergency sites or care facilities. Improvements in battery life, GPS navigation and artificial intelligence functions are making drones a more practical option in healthcare, says Dr. Daniel Kraft, faculty chair for medicine and neuroscience at Singularity University, an executive education program that also serves as a business incubator and consultancy service. Theft is also a concern, says Will Stavanja, chief technical officer at AirBox Technologies, which is testing its DroneX fleet for medical deliveries in the Caribbean. “Right now, most drones land, drop the package and leave,” says Stavanja, whose team has developed smart mailboxes for secure delivery. Addressing that risk will be key to determining whether drones can handle sensitive cargo. “You want a very high degree of certainty,” Kraft says. “It’s one thing if you lose a urine sample or a blood sample; you can get another one. It’s another to lose an organ.”