
Healthcare marketing has a history that goes back far beyond what most people realize. Doctors, media professionals, and marketing experts presume that the marketing of healthcare is a relatively new phenomenon dating back just a few decades. The reality is that it goes back to the advent of healthcare at the dawn of human civilization.
History of Healthcare Marketing
The first healthcare providers were the witch doctors and shamans at the dawn of recorded history. Their brand of “medicine” may be laughable today, but at that time, these were the people you went to if you were sick or injured. How did people know where to find them? Simple – they were the ones who painted their faces with the “healer’s” colors and wore distinctive robes and gowns. This was the first form of healthcare marketing – people knew that this service was available to them and where they could get it.
When written languages appeared, signs could be made. A crude hand-painted name or image told people that this was where they needed to come to get cured. No other information was available, but then there was not much real knowledge to share. It was enough that this was the place to go to if you were sick.
The growth of technology brought diversity into healthcare marketing. Printed signs could be placed outside a doctor’s clinic to let people know where he practiced. In rural areas where itinerant doctors/healers moved from place to place, signs could be painted on the sides of their wagons to tell people who they were.
Soon after, printed handbills could be cheaply produced and distributed to spread the word about the availability of medical care.
When mass media became available in the form of newspapers and periodicals, proper advertisements for medical care and where people could go to get treated exploded and this formed a significant portion of total advertising.
The next stage in healthcare marketing came with the invention of the automobile. In the early part of the 20th century, as roads and highways came into being, so too did the large advertising signs or billboards that we now see dotting roads everywhere. Doctors and hospitals were among the major advertisers.
Electronic media, in the form of radio and later television, brought marketing into the home. Static advertising was no longer enough. Sounds and moving images created a bigger and longer lasting impact and the medical industry (medicine was by now a major business) made full use of this marketing avenue.
The internet changed healthcare marketing beyond recognition. Now, patients and caregivers can search for the medical resources they need from home and after finding a suitable resource, interact with it to see if it provided the medical services that were needed.
Also Read: : How Do Healthcare Companies Benefit from Content Marketing?
The Role of Digital Marketing in the Healthcare Industry
The healthcare industry is accelerating at a rapid pace towards growth and transformation. With the majority of the population glued to smartphones, traditional marketing tactics have to be upgraded. Digital marketing helps healthcare professionals target the audience based on their habits, interests, and problems.
Healthcare services have become easily accessible in the digital age and people are now more concerned about the quality of healthcare offered. There are multiple institutions and specialists who offer the same services but the searchers always go for the best. Digital marketing for healthcare institutions would help convince the patients about the quality and the potential.
Here are some of the reasons why every healthcare institution should consider digital marketing to make their brand known.
Consumers Have Better Awareness
Consumer behavior has changed greatly over the years. Instead of blindly trusting the treatment they receive, people have learned to research it online to find better alternatives.
48% of patients take about 2 weeks to research online before booking an appointment with a healthcare professional. Thus, enough information about your hospital or clinic would help the patient make the decision faster.
Increase in Mobile Usage
People searching for health information on their smartphones are only going to increase in the future. 56% of smartphone users have mobile health apps on their phones. With this data, it is impossible to ignore digital marketing. Even healthcare professionals use smartphones to research the recent trends in the industry since it is the most efficient method.
Competition Is Fierce
Conventional marketing methods still work but digital marketing surpasses all efficiency-wise. Most in the healthcare industry have been fast to note this change and adopt methods to ride the digital wave.
If you are sticking to the traditional methods for marketing there is a chance that you might not be reaching a large percentage of the audience who need the service.
Better Comfort
People’s preference for digital healthcare applications is not only because of their prompt access and time-saving nature. People who visit the physician or the clinic sometimes feel trapped without prior knowledge and need a second opinion. However, with previously researched data about the treatment and reputation of the hospital, it is easy to accept and analyze the options given. Thus, digital marketing helps with better patient engagement and consequently booming practice.
Reputation Is Important
Your hospital might have the best equipment and staff but without digital marketing, it is hard to let the audience know about it. Even after deciding on a treatment center, 40% of the people visit its website to be sure. Thus, advertising your brand is something that has become a necessity.
Also Read: : Types of Healthcare Content That Can Increase Patient Volume
How Does Digital Marketing Work for the Healthcare Industry?
Digital marketing is an important strategy to get more patients and better your brand image. Here are some of the digital marketing techniques that would expand your growth in the healthcare industry online space.
Search Engine Optimization (SEO)
SEO can improve your visibility online and also improve your patient’s user experience. 70% of the users stay on the first page of the search results when they research something online. Thus, optimizing your website to rank higher in the search engines becomes an essential step.
Pay Per Click (PPC) Advertising
PPC advertising will help you reach patients on search engines, social media, and other platforms. With display ads on Google AdWords, you can target a certain group of people who you think can become your potential clients. You can also measure the performance of the ads which will help you improve your advertising strategy. Technological advancements like programmatic advertising use AI to automate ad buying, allowing healthcare providers to target specific audience segments more effectively than traditional PPC.
Social Media Marketing
60% of the people who use social media trust the information posted there by doctors and healthcare professionals. Social media communities also greatly influence their peers’ health decisions. Even the governments have realized the importance of social media marketing in pandemic times and have used it efficiently to promote vaccines and awareness about social distancing. Platforms like TikTok and Instagram have emerged as powerful tools for health campaigns, especially post-COVID-19, targeting younger generations (like Gen Z). Thus, social media is a great platform to promote your brand and get acquainted with the people there.
Content Marketing
The web abounds with healthcare content. People who search for health-related information online need authentic data and thus quality content is always a winner in the healthcare industry. Healthcare videos are known to generate 66% more qualified leads than any other industry. Short-form videos on social media have become a fan favorite for healthcare content.
The clarity of the articles or the interaction in the video plays a great role in showcasing your expertise in the field. User-focused content that addresses the problems and provides solutions rather than focusing on self-promotion increases the credibility of your brand.
While these are the most popular marketing strategies, there are others to consider, like email marketing. Combining them to form a unique strategy and constantly updating it helps you become visible in the vast network of healthcare industry professionals.
Healthcare Marketing Online – Competitive, Complex and Effective
Online healthcare marketing is huge and growing every day. No doctor, clinic, or hospital can afford to stay off it. Staying offline means staying away from growth and progress. Because of the massive volume of marketing being done online, to stand out from the crowd to create a positive image and perception that leads to patient footfalls, marketing must be done professionally. From websites to social media, blogging, newsletters, interactive patient engagement, and much more, only a professional online marketing company, with expertise in healthcare marketing will be able to produce the kind of results that make online healthcare marketing such a huge engine for growth.
LBN Tech Solutions
Digital marketing cannot be ignored for any industry but for healthcare, it is truly the need of the hour. We can attest to that since at LBN Tech Solutions we have been handling digital marketing for some of the prominent healthcare giants and we have noticed the traffic and engagement.
Frequently Asked Questions
1. Why is digital marketing important for healthcare?
Digital marketing helps healthcare providers reach their audience more effectively by targeting specific demographics, making healthcare services more accessible and competitive in today’s digital age.
2. How does SEO benefit healthcare providers?
SEO improves a healthcare provider’s online visibility by helping their website rank higher in search results, making it easier for potential patients to find them.
3. What role does social media play in healthcare marketing?
Social media platforms allow healthcare professionals to share trusted information, engage with patients, and build a strong online presence, which is crucial for brand awareness.
4. How has mobile usage impacted healthcare marketing?
With 56% of smartphone users having health apps, mobile usage has increased, making it essential for healthcare providers to use mobile-friendly digital marketing strategies.
5. How can content marketing help healthcare institutions?
Creating high-quality, informative content helps healthcare institutions establish trust, engage patients, and generate more qualified leads.
6. What is PPC advertising in healthcare marketing?
PPC (Pay-Per-Click) advertising allows healthcare providers to target specific audiences with ads on platforms like Google, helping them attract more potential patients.
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