Medical companies and healthcare organizations can thrive using effective digital marketing techniques, just like other businesses. However, succeeding in this field requires a certain expertise. Getting quality leads for your medical practice is going to take work and a well-devised strategy that makes use of a variety of digital marketing tools. However, the most important aspect to succeeding at medical marketing is keeping all efforts patient focused. We’ll discuss that more in another post. But for now, let’s cover the latest trends in medical marketing that all come back to remaining patient focused, and have proven to be successful in 2019.
Top 5 Medical Marketing Trends for 2019
While we know that a variety of digital marketing techniques are trending in the medical field, Skyrush Marketing compiled the information about the majority of these trends and focused on the five trends that cane be applied most widely across the medical field. Read about each of the trends below:
- Develop Quality Content – To keep patients and users interested in what your medical company has to say, you need to make sure that you’re saying something important. That means you should have a content marketing team developing ideas and strategies to focus on what your patients want and need. You should focus on long-tail keywords that can answer consumers’ questions. For instance, someone might search “What are the symptoms of diabetes?” If you’re a medical practice that diagnoses or treats diabetes, then you’ll want to have content on your website and on social media that answers this question. Now that voice search is on the rise, it’s more important than ever to focus on questions and conversational phrases. In addition, make sure your content output is consistent. Rather than posting five new content pieces on your site at once, spread them out so that you consistently post one per week. This keeps users confident that you are an authority figure in the medical field.
- Mobile-Responsive Website – When searching for a medical professional, the majority of people start with a Google search on their smartphone. Since nearly everyone carries their smartphone with them throughout the day, it is more accessible than a desktop computer, and therefore, your efforts should focus on optimizing your site for mobile. The latest Google algorithm takes into account mobile-responsiveness as a top factor in determining a website’s ranking. Don’t fall onto the second or third search page because you didn’t consider mobile-responsiveness during your website development and maintenance. At Skyrush Marketing, we always look at both mobile and desktop load times, layouts, and more, to ensure that if someone is looking at a site from their smartphone, they aren’t missing out on any of the experience they could be having on desktop. In addition, it’s important to abide by ADA regulations when building your mobile-responsive website to ensure that all users, regardless of disability status, have an equal opportunity to experience all that the site has to offer.
- Omnichannel Communication – It’s not enough to be a multi-channel business anymore. Consumers, especially patients and medical consumers, want omnichannel communication available to them. They want to be able to search for your company on their smartphone, as well as transition between chat, telephone and more, seamlessly. For instance, if a patient found your healthcare organization online and did some research, then started a chat about a billing question, it’s crucial that the patient can also pick up the phone and talk to a person who is aware of where the situation was left off in the chat. This requires a specific omnichannel strategy, meaning that all your communication channels need to be aligned to ensure a cohesive user experience.
- Video Marketing – Videos have been shown to engage consumers more so than text and static images alone. While that doesn’t mean to stop blogging or posting images on social media, it does mean that video should be a part of your medical marketing strategy. This can include short 15-second pre-roll videos or even an entire channel dedicated to your practice. Just like you researched the common search terms for blog posts and website content, do the same for your video marketing. Start by identifying what you want to tell your patients. What message do they need to hear? Which topics resonate most with them? Then, build your storyboard around the appropriate topic. As we said in the beginning of this post, always go back to the patient centered approach when you’re developing the concepts for your videos.
- Online Reputation Management – When people are looking for a healthcare provider, they care about reputation. What happens when you Google your healthcare organization’s name? What comes up on that search is important, so part of your medical marketing strategy needs to involve reputation management. Most potential clients scour the internet for research before investing in anything. With major search engines displaying a negative reputation about your brand, you can potentially lose 80% of your potentially new clients before they even decide to click on your website. That’s why you need an aggressive team to handle your reputation management It’s important to reach out to patients to get their feedback and ask for reviews from current satisfied patients. If you get a negative review online, rather than just ignoring it or hiding it, try to find out where the person is coming from. Maybe it’s time to revamp your company’s online reputation.
This list is a great overview of trends that can be applied to most medical companies, but to really succeed with medical marketing, you need to look into the specific strategies that accentuate your specific brand’s area of expertise. Find your niche.
Skyrush Marketing: A Leader in Medical Marketing
There are tons of trends that come and go in digital marketing. It’s important to know which trends you should look into further, and which ones you should leave behind. At Skyrush Marketing, our digital marketing experts specialize in medical marketing and are always on top of the latest trends. Another core piece of our medical marketing strategy that applies to all of these trends is to carefully segment campaigns such as business development, patient acquisition, patient retention, and recruitment. By knowing how each segment differs in wants needs, and motivation, you can better reach your intended audience and drive results. At Skyrush Marketing, we do extensive research to determine which new techniques are best for each of our clients, using data to back up our decisions.