Article | March 27, 2020
The key concerns of healthcare management today are data processing and data security. Patients don’t have full ownership of their medical records, and are unable to control how their information is updated. There isn’t enough transparency to the process. There are also significant concerns related to data security, especially in the areas of personalized medicine and the rise of wearables. Patients and medical staff need secure and straightforward ways to record data, send it over networks, and receive advice without security concerns. Blockchain technology can help solve these problems. Introduced in 2008 as a means of recording cryptocurrency transactions, blockchain is a distributed cloud-based ledger that offers the ability to verify the origin of data and prevent breaches. When a user wants to make a transaction, they issue a request signed with their private key. The network verifies its authenticity by using a public key. If the verification is successful, the transaction is broadcast to the network and included in a block. The network of “miners” solves the block to get a reward, and once the block is revealed, it is added to the blockchain, making it permanent. It’s impossible to introduce new information in a block unnoticed, because that would change the structure of the entire chain. This feature makes the system safe and transparent.
Article | March 27, 2020
What is Healthcare Digital Marketing
Digital marketing is a new wave in the world of healthcare marketing strategy. Using advanced technologies that use online marketing platforms such as websites, social media channels, and SEO techniques, to reach potential clients with healthcare products and services encompasses healthcare digital marketing.
Digital marketing in the healthcare sector makes it easier to create, communicate, and deliver health information and make interventions regarding protecting and promoting the health of diverse populations.
Strategies for Healthcare Digital Marketing
There are many trending healthcare digital marketing strategies you can use beneficially in healthcare, but here are the top 10 trending strategies that can help you ensure success:
Create a Wholesome Patient Experience on Your Website
As part of effective healthcare digital marketing for your services, crafting a patient-focused website will help to provide a seamless experience for visitors. While it is important to create a website that you can optimize for search engines, it is also crucial to simplify the process for first-time as well as repeat visitors. Use a conversational tone and features that allow easy navigation so that patients don’t feel like they are being bombarded with medical jargon.
Take a look at Mayo Clinic’s homepage. A patient's needs like online scheduling, specialist lookup, and contact information are easily available, while secondary information for those who would like to explore more before they make an appointment is below. This user-friendly healthcare digital marketing strategy will help you a lot in making visitors return to your website, and when they are looking for products and services.
Employ a Responsive Web Design
With more people leaving the confines of PCs to use the web easily and comfortably, ensuring that your website is responsive to various types of devices is paramount. This applies more to mobile devices because Google has introduced mobile-first indexing in September 2020.
If you want to use healthcare digital marketing campaigns efficiently you have to identify what your organization as a brand can give patients. Even if it is healthcare, where target markets and organizational priorities are almost similar, patients need differentiating factors for each healthcare provider. If you don’t want a patient to be lost in the sea of white coats, figuring out what is special about what you can offer is crucial. Make sure your organizational goals and healthcare digital marketing goals are in sync to avoid unnecessary expenditure. Analyze your competition and let that assist you in shaping the path that your healthcare digital marketing strategy will take. You can often learn a lot from a competitor’s mistakes.
Provide Blog Content That Is Optimized for SEO
Symptom-related searches constitute 1% of all searches, that’s millions, on Google. Use this information to your benefit when planning your editorial calendar for blogs and include it efficiently in your healthcare digital marketing strategy. While you plan around national health observances, you can integrate long-tail keywords, provide links to reputed health sites and articles within your website, and invest in healthcare digital marketing plans. The four to five listings that show at the top of Google’s organic search results page are called the local pack—this part is vital for mobile users because it is all the screen can display before the user scrolls down. If you haven’t already, you should claim your healthcare website on Google My Business and keep it updated. Apart from this, healthcare digital content marketing plans need to be optimized for healthcare-specific SEO keywords.
Supplement Blogs with Video Content
With more algorithms prioritizing video content, you don’t want to be left behind without any good video content. In the healthcare industry, you have the added benefit of adding to your physician’s credibility if you create edutainment videos telling patients about their area of expertise. Healthcare video marketing can help you leverage the physicians in your organization that are authorities in their respective fields of medicine. Long and scary procedures being described by certified physicians is often reassuring for patients. Likewise, patient testimonials can pay this comforting reassurance forward, resulting in building a good reputation for your organization through similar healthcare digital marketing approaches.
Take Advantage of Paid Advertising
After you’ve created all this carefully crafted content that is optimized for SEO, you can’t just let it sit only on your website. Sometimes even if you maintain up-to-date business listings, Google’s local pack is overshadowed by paid ads. You have to promote it on search engines and social media platforms through pay-per-click (PPC), search, targeted, and display ads. Here you need a clear healthcare digital marketing strategy. Call-only campaigns and other ad extensions can be used to promote the services you offer as well.
Leverage Social Media
While organic social media campaigns are great, they can only get you so far. Using it as your only social media strategy can only give you subpar results compared to paid social campaigns. A paid social media plan is more than just clicking on ‘boost’, you have to create a strategy that suits your goals, targets the audience you need, and budgets for a specific ROI. You can create highly personalized campaigns without wasting your budget and reach the patients who are most likely to find your posts useful. It can be quite advantageous if you use healthcare social media marketing to your benefit while being tasteful in what you post. A healthcare care social media platform can be included in your healthcare digital marketing strategy.
Set up an Email Strategy
In healthcare, there are a few types of emails you can take advantage of, like reminders for appointments and annual physicals, seasonal tips for flu season, and announcements about new technology being used in your organization. Letting opportunities like these slip by is lost chances to keep patients engaged with your services and your patients also lose out on information that potentially could have been useful to them. Including a well-planned email marketing strategy as a part of your healthcare digital marketing plan will prevent patients from marking your email as spam and give you good open rates. Setting up free subscription-based newsletters as Johns Hopkins Medicine does allows you to prevent unnecessary unsubscribes as well.
Follow-up with Patient Reviews and Feedback
Word-of-mouth referrals have and always will be a part of marketing and healthcare digital marketing can help you evaluate the quality of the referrals you are getting. Patient success stories often inspire and evoke emotional responses from people, apart from serving as a way to show others the quality of the healthcare services you provide.
Track Your Healthcare Digital Marketing Strategies
After you’ve put all this effort into creating healthcare digital marketing strategies for email, social, and video you have to analyze where your budget is being spent the most, and whether it is reaping you the kind of benefits you are expecting. Understanding and capitalizing on patient micro-moments allows you to position your brand appropriately so that you are right there when they need your services. Measuring and studying your healthcare digital marketing conversion metrics is highly beneficial when it comes to using your resources to serve your needs best.
It doesn’t hurt to track all the mediums you’re using to communicate with patients including calls that are made to your front desk. Analyzing this data can help you understand the blockers that lie in the path between a patient and doctor. A laggy scheduling system, long call-hold times, and patient misinformation are just some of the revelations this analysis can bring to light.
Trends in Healthcare Digital Marketing
Healthcare digital marketing plans were almost non-existent, but they slowly developed to include traditional marketing like print, direct mail, television, and radio. The limitations of these media can now be overcome with healthcare digital marketing.
Doctor reviews, patient discussion forums, and physician certifications and availability are now an online search away for most patients. On-demand healthcare is becoming increasingly popular, and big data is playing a pivotal role in decreasing errors via patient record analyses and creating preventative plans for recurring emergency room patients.
The future even holds possibilities for telesurgeries, telemedicine continues to grow, and virtual patient treatment and other emerging technologies are changing the landscape of healthcare digital marketing. High-risk patients are being aided by heart rate sensors, oximeters, and exercise trackers paving the way for increased investment in medical devices that can be worn. These devices give people a sense of agency when it comes to their health while creating room for gamification and considerable changes in healthcare insurance. Even with all these innovative changes, for healthcare digital marketers, one aspect will remain primary and this is the patient.
Gone are the days when healthcare costs were affordable and patients were not proactive in researching which healthcare provider to choose. The modern patient has to be prudent in selecting the person responsible for improving their health, and it is your responsibility as a marketer to show them why your organization is the best. Stay updated with the latest healthcare digital marketing trends with webinars as the times are changing faster than ever.
Frequently Asked Questions
What is healthcare digital marketing?
Marketing healthcare products and services with the use of advanced digital technologies and techniques are called healthcare digital marketing. These techniques can be Google AdWords campaigns, responsive websites, SEO tactics, mobile apps, unique landing pages, social media campaigns, and email marketing programs, and much more.
Why is digital marketing important in healthcare?
Healthcare providers are facing challenges everywhere, especially in marketing their products and services. So, as technology is evolving, to stay competitive and continue improving the patient experience, the healthcare industry should invest in healthcare digital marketing strategies.
What is a healthcare marketing strategy?
Healthcare marketing strategies support and promote the practices of healthcare providers and telemedicine providers. Healthcare digital marketing strategy includes many channels and forms to target the right patients in the right way at the right time.
Article | March 27, 2020
The recent COVID-19 pandemic in 2020 has changed the way the healthcare industry has been processing. It has transformed the healthcare sector digitally. Healthcare providers have changed services with the latest healthcare technology trends in digital and virtual platforms. Every healthcare provider is updating services by adopting digital advancements in their practices to increase their capacity to engage the maximum number of patients. Still more advancements and updates are needed to address many challenges in the industry such as cybersecurity, effective payment model, telehealth, patient experience, invoicing and payment processing, and big data.
Last year, wearable devices in the healthcare industry were quite popular with the patients. These devices have helped patients be aware of various healthcare metrics. Due to the introduction of the 5G internet, the wearable devices market is expected to have huge scope in 2021. Healthcare technology trends, such as the use of a digital dashboard scheduler or chatbots as a digital assistant, help hospitals and other healthcare organizations to better track appointments, contacts, demography, and make changes more efficiently as these are practical measures for modifying and monitoring patient activities.
Telemedicine, using video conferencing, digital monitoring, etc. have also been very helpful in containing the spread of the pandemic. It has made healthcare accessible for everyone, especially in rural areas. For remote patient care systems, telehealth and teleradiology reporting are very important technological upgrades. Healthcare technology trends of 2020, including patient portals, mobile health applications, remote care via telehealth, and wearable devices, played a major role in tackling the global pandemic situation. Artificial intelligence (AI), Machine Learning (ML), and Robotic Process Automation (RPA) also played a vital part in handling the situation. All the above-mentioned are COVID-19 fueled healthcare technology trends in 2020, which are expected to continue in coming years too.
Here is a detailed look into the healthcare technology trends, which are expected to address the new challenges and revolutionize the healthcare industry in 2021.
Technology Trends that will Revolutionize the Medical Industry in 2021
The digital transformation of the healthcare industry has been fast-forwarded by COVID-19 in 2020. Recognizing the healthcare technology trends, many healthcare providers have readily shifted their operations to the latest trending technologies. Others are also looking forward to setting their operations according to the upcoming trends.
It seems like almost all the healthcare providers genuinely wanted to transform their operating system to engage the maximum number of patients, due to the healthcare technology trends set after the hardest crisis in the healthcare industry virtual reality healthcare. So, before planning your healthcare strategy for 2021, don’t miss to include these healthcare technology trends of 2021 to achieve better healthcare outcomes and stand one step ahead of your competitors.
Patient Engagement Technology
One of the most competitive healthcare technology trends in 2021 will be patient engagement technology. There are countless technologies available in the market for patient engagement, evaluation, and campaigning. Due to high competition in the market, these tools are priced competitively.
Many healthcare organizations have started empowering themselves by achieving consistency in patient engagement with the help of available tools in the market. This also helps them achieve increased ROI. The healthcare technology trends, including remote care via telehealth, patient portals, wearable devices, mobile health applications, and many more, empower patients and increase patient engagement.
Hospitals and other healthcare organizations need to improve patient experience along with engagement. The entire road to patient satisfaction and experience can be changed with these healthcare technology trends in 2021.
As telemedicine revolutionized the entire healthcare technology in 2020 by playing a vital role in containing the COVID-19 pandemic, it is expected to be one of the healthcare technology trends in 2021 too.
Using the advancement, it possible for healthcare professionals to diagnose and treat any number of patients remotely through phone calls, mobile apps, emails, and even through video calls. Telemedicine can provide patients with better access to all healthcare services, drive up efficiency and revenue, and lower healthcare costs.
Augmented Reality (AR) and Virtual Reality (VR)
The arrival of both AR and VR solutions has made way to witness meaningful advancements in the healthcare industry and technology. Advancements that could only be dreamt of a decade back, have become realities and been implemented. These two healthcare technology trends offer some serious promise to the world of healthcare, including educating patients before a treatment procedure.
AR offers one of the latest and most spontaneous options in the healthcare industry. AR allows doctors and surgeons to experience 3D effects on real-world scenes. This healthcare technology trend permits the professionals to stay grounded on actual procedures with access to all the data through various other emerging technologies. This makes doctors compare data, in the virtual world, to understand what the patient is experiencing and make a flawless diagnosis and suggest healthcare procedures.
It is either impossible or expensive for patients to get answers from specialists for their routine queries. But, chatbots make it easier and comfortable for healthcare service providers to answer questions of patients cost-effectively. Though chatbots are currently in the experimental phase to be used in healthcare solutions, they are most likely to have the necessary access to clinical scenarios by the beginning of 2021. It is expected to be one of the progressive healthcare technology trends in 2021.
As a digital assistant, chatbots allow healthcare providers to keep a track of contacts and appointments and make changes, when necessary. Chatbots are going to revolutionize the clinical processes and business, providing practical as well as clear measures for modifying and monitoring patient activities.
Big Data and 5G
5G is about to sweep the world in the coming months. With the extraordinary intensification in transmission bandwidth of 5G, users will construct a huge amount of data. With 5G, the Internet of Things (IoT) will be used largely to send and receive data. In the next three years, the global wearables market is expected to reach an annual turnover of US$52 billion. This can be attributed to the introduction of 5G wireless technology, one of the healthcare technology trends.
Healthcare providers will have the access to a huge amount of accurate data when data from wearable devices and other initiatives are added together. This is going to change the way providers collect data and the way doctors and patients communicate.
Thus, while you plan to upgrade your healthcare technology for 2021, don’t forget that you will be receiving a huge amount of data from patients, which can be attributed to one of the important healthcare technology trends of 2021, big data and 5G.
Artificial Intelligence (AI), one of the prominent healthcare technology trends of 2021, is developed to mimic human thought processes. GNS Healthcare AI system and IBM Watson are some of the most popular examples for the active use of AI in the healthcare process. This trend is going to rule healthcare processes and revolutionize medical care in 2021.
To improve healthcare professionals’ and hospitals’ care delivery to patients, Google’s DeepMind has built mobile apps and AI. The AI healthcare market is expected to reach US$7988.8 million in 2022 from US$667.1 million in 2016. This healthcare technology trend is expected to take the healthcare industry to a new realm by increasing patient engagement and experience in 2021.
Cloud computing is one of the major healthcare technology trends in 2021 that is going to change the industry. Attributed to the recent development of various healthcare technology trends, the cloud computing market is expected to reach US$35 billion in 2022 from US$20.2 billion in 2017.
This tremendous growth is attributed to the need of storing a high volume of data for healthcare organizations at a lower cost. In the healthcare domain, the main use of big data is in Electronic Health Record systems (EHR). It allows secure storage of various digital documentation such as demographics, medical history, diagnoses, and laboratory results. Cloud computing, an important healthcare technology trend, is expected to make the healthcare process smooth and flawless in 2021.
The biggest trend of 2021 in the healthcare industry is the holistic technological transformation of healthcare firms. Whether AI, ML, RPA, telemedicine, big data, chatbots, or cloud computing, almost everything related to data management and monitoring will peak in 2021. These healthcare technology trends will rule healthcare in 2021. Moreover, targeted and personalized care for critical diseases is expected to be another trend in the coming years.
Frequently Asked Questions
What are the technology trends in healthcare?
Trending healthcare technologies are AI, ML, RPA, cloud computing, big data, chatbots, telemedicine, etc. AI, the life-changing technology is going to completely transform the healthcare industry in the coming years starting from 2021.
What are the most important trends in healthcare technology?
Augmented and virtual reality, Artificial Intelligence, the Internet of Medical Things, Machine Learning, chatbots, cloud computing, telemedicine, etc. are the most important technology trends in the healthcare industry.
What are the current technological trends in healthcare?
Artificial Intelligence (AI) and Machine Learning (ML), Internet of Medical Things (IoMT), Augmented Reality (AR) and Virtual Reality (VR), Electronic Health Records (EHR), Blockchain and data security, health-tracking apps, therapeutic apps, and telehealth are the major current technological trends in the healthcare industry.
Article | March 27, 2020
2020 was very challenging for those working in the healthcare sector. As Covid-19 is looking unlikely to go away anytime soon, healthcare marketing strategy is crucial in 2021. Do you know that one in every 20 Google searches is health-related? Also, almost 90% of 18-24-year-olds trust the health information they get on social media channels.
Consultations and appointments are being carried out online. Information on all medical things is available digitally and things in the medical industry are changing rapidly. Updating yourself and adapting healthcare marketing trends is more than a necessity. This blog provides some of the useful healthcare marketing tips for you in 2021 in light of Covid-19. These tips will help you stay ahead of the competition in these chaotic times.
Be Aware of the Covid-19 Impact on Healthcare Marketing
Due to the unexpected effect Covid-19 had in the healthcare sector, healthcare marketers have to integrate the latest healthcare marketing trends in 2021 in their campaigns. Here are some tips:
Demand for Healthcare Information
There is a huge demand for healthcare information, especially related to the pandemic. Engaging people with relevant informational and educational content is crucial. This content can be made on handwashing, mental health, being safe, staying healthy at home, etc.
Reputation is Key
The key to healthcare marketing is reputation building. Encourage and make patients leave positive feedback online. Learn and improve if you get any negative feedback. Almost 90% of patients use online reviews before consultation or booking an appointment. So, it is vital to have a safe and robust reputation in 2021.
Being transparent, you can become a trusted source of information. You can achieve it by keeping your patients updated on any scaling back of operations and policy changes. Answering the queries of patients online will also increase your reputation.
Invest in SEO
The demand for relevant user-generated content and organic searches has not gone away during the pandemic, it has just shifted. Many businesses reacted to the pandemic by pausing marketing campaigns. In 2021, you will have to keep adapting to the new normal in your healthcare marketing. Since the pandemic outbreak, most consumers are using search engines to look up symptoms, checking reviews of various healthcare providers, and making appointments. Here are some tips for ranking highly on search engines in 2021:
Linking the business website with other quality websites of the same category will increase your reputation and rankings on search engines.
Mobile optimization of your healthcare business website is essential in healthcare marketing. It is more important than ever in 2021 to stay connected with your patients on the go. So, if your website is not mobile-friendly, you will miss out on a massive number of patients, especially during this pandemic time.
Another essential thing in healthcare marketing is to create engaging and relevant content for your potential clients. Engaging, informational, and educational blogs will increase your online visibility in the healthcare industry and rankings in the search engines.
People searching for something, including healthcare providers, ‘near me’ is a trend. Optimizing your healthcare marketing content and being visible on Google My Business platforms will help you get ranked in search engine result pages.
Create a Seamless Patient Experience
The global pandemic has drastically changed the way the world works during 2020. These practices expect to be with us in 2021, too, perhaps even beyond. Therefore, the patient experience also has changed hugely. The pandemic has brought out new customs like online appointments due to recent social distance and other safety measures. As an effective healthcare marketing practice, it is essential to communicate with your patients in time to make any changes to your healthcare procedures.
Update your website
Ensure you update all the essential information about scheduling, appointments, new procedures, and phone consultations clearly on your business website. You can even add a Covid-19 section with FAQs on your website. FAQs can be about what patients can expect and how you are operating safely.
Personalize email and text notifications
Sending out new safety protocols, appointment reminders, and any changes to your policy via email or text is the best way to communicate with your patients. It can be an effective way of healthcare marketing during the pandemic. It will also ensure that you do not leave out any patients.
Mobile app experience
Creating an app for your healthcare business will provide your patients with an excellent customer experience. It allows patients to see test results, schedule appointments, chat with consultants, and upload images. Moreover, it will be a great healthcare marketing initiative as it will be valuable in the future of healthcare marketing too.
Update your social media
Updating your social media channels regularly with how you are operating during the pandemic will create a clear communication channel with your patients.
Healthcare content is key
Creating reliable, educational, and informative content for meeting user demand is critical for healthcare marketing in 2021. The best way to engage and inform patients is through video content. Video content is also easily accessible for potential customers to consume. It can be in the form of explaining a healthcare issue, what to expect at your appointment, or a Q&A with an expert. Educational, informative, and engaging video creation and distributing it in various channels can be an effective healthcare marketing tactic in 2021.
You can also publish statistics, studies, blogs, and news articles to project yourself as an expert in the healthcare industry. Healthcare marketing is all about building a strong reputation and driving up potential customer engagement.
The priority in 2021 is to stay on top of your healthcare marketing. We at Media 7 offer bespoke services for the healthcare industry. We generate leads, convert them, and make them your happy customers forever. To know more, visit Media 7 website.
Frequently Asked Questions
How does social media help in healthcare marketing?
Social media is a practical means to establish and manage public awareness and reputation. As part of an overall healthcare marketing plan, social media helps healthcare marketers interact with the public to attract new patients.
How do you create a successful healthcare marketing strategy?
The first step in creating a successful healthcare marketing strategy is to understand your target audience. After understanding the audience, you can have a step-by-step online marketing process, such as building a website, making your presence on social media, etc.
What are the benefits of healthcare marketing?
Some of the benefits and advantages of healthcare marketing are improved competitive advantage, networking, visibility, absence of misinformation, creating, communicating, and providing value. It also helps in building up a sustainable relationship with patients.