Marketing used to be the art of appealing to the market as a whole in the hopes of converting as many prospects possible.
There was no way to guarantee a return on investment. But the advent of the internet has flipped things around.
O yes, the times they really have a-changed.
Now, it’s possible to target prospects with surgical precision.
We live in an age where marketers can communicate directly with their target market.
That being said, it’s not all rainbows and marshmallows.
If not handled appropriately, your digital healthcare sales and marketing campaigns can go south rather quickly.
Despite addressing several problems that marketers had faced earlier, it also gave way to a whole new set of challenges that they now are forced to overcome.
In this article, we have summarized six tips that you can implement to launch and run a successful digital healthcare sales and marketing campaign.
We’ve also included a FREE template that you can download and use to change the way you campaign.
Research by Klein & Partners revealed that 11% of visitors to a hospital or healthcare facility say their website experience created negative feelings about that brand
The design of your website can make or break your campaign.
A well-designed and aesthetically pleasing website tends to generate more clicks. It also adds to your brand visibility.
It makes building your domain authority an easier task.
Ensure that your website has updated content.
Check for bugs and broken links to ensure that bounce rates are kept to a minimum.
A single lousy experience makes users 88% less likely to visit your website again
Make use of crisp visuals and ensure your brand’s image stands out.
Stick to the basics and ensure your customer has a smooth journey while navigating your website.
Videos are 50 times likelier to rank organically on search engines than web pages and text-based content.
When they’re made well, videos have the potential to go viral.
This can be incredibly beneficial for your brand.
Videos can be particularly useful in the healthcare industry as it puts your brand out there.
If done right, they’ll remember you the next time they need healthcare product/service.
Customer review videos are also incredibly impactful.
Existing clients sharing positive experiences they have had with your brand will help inspire confidence in prospective leads.
A video endorsement can go a long way in building trust; both for current and future clients.
Post FAQs – Talk about common problems faced in the healthcare industry, and offer solutions in a video format.
Constructing your website centered-around addressing these pain points will enhance your authority and will also allow you to reach out to a broader audience. Videos can be incredibly helpful in building-up a successful healthcare sales and marketing campaign.
41% of consumers agree that content found on social media will influence their choice of medical institution.
Social media equips you with the ability to get real-time feedback.
As a result, it forces you to stay on your toes and to ensure that your customers have positive experiences. This builds real engagement and trust with your brand.
Social media is the go-to place for most users if they need to communicate immediately. With the help of a dedicated social media team, you can pass along important information from relevant healthcare organizations.
Additionally, it makes you more accessible to those who need your help
Social media’s all about word of mouth, and there’s no better form of advertisement. An endorsement on social media is worth its weight in gold and can go a long way in enhancing your brand’s reputation.
All reviews, good and bad, have the potential to go viral.
89% of consumers turn to a search engine when they’re looking for answers to their healthcare problems.
Ensure that you post relevant content that is relate to the needs of your customers. At the same time, take care to upload optimized content for every possible micro-moment query.
Remember that some keywords are more effective than others.
Use tools such as SEMRush, Keywordstool.io, and Ubersuggest to find out the optimal keywords you can use to rank higher on search engine results.
Get other relevant and authoritative websites to endorse, reference or cite you as an authority.
This helps you build your domain authority, significantly increasing the likelihood that you’ll rank higher when someone seeks healthcare solutions online.
Optimal SEO usage is beneficial in generating more healthcare sales.
“90% of adults expect better email communication from their doctors.”
The advent of digital marketing software has accelerated communication with the help of automation.
However, it remains underutilized in healthcare sales and marketing campaigns.
With the help of AI, segment your list of leads to find the right target audience. It’s possible to gain highly specific lists based on segments. You can use these tactics to target your leads individually.
AI allows you to stay in touch with patients.
Send automated messages, remind them of an appointment or checkup. This builds a relationship between your prospects and business.
Bonus tip:
Wondering what the future has in store for healthcare marketing?
A report by Econsultancy and Ogilvy CommonHealth shows that most healthcare organizations are simply unsure about how to handle the massive chunks of data they collect.
Use Key Performance Indicators such as customer acquisition cost and engagement to figure out your performance.
They also give you insights on how to measure marketing campaign effectiveness and impact
KPIs can also help you determine your total revenue and returns on marketing investments at a given time.
It helps you to reduce your workload.
KPIs can reveal quality lead conversion rates, giving you a tangible measure of the success of your marketing campaigns.
They also tell you the cost of each lead to your company, this information will be helpful for future healthcare sales and marketing campaigns.
Healthcare marketing has been a slow starter, but it’s gradually picking up momentum.
It isn’t easy to launch an effective marketing campaign, even with the help of AI and digital marketing software.
However, by keeping these points in mind, you will be in a better position to launch a successful healthcare sales and marketing campaign
Overlooking them can cost you money and other precious resources. Take care of them, and the battle is half won.
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