Healthcare Marketing Campaign Strategy
These days, healthcare patients have plenty of options compared to what they did in the past. There’s so much information that’s available online that most patients these days don’t feel the need to visit their local hospital, healthcare practice, or even medical practice in their community.
That’s why healthcare companies need strong and well-planned marketing plans to reach both returning and new patients in their areas at the right time.
Without a planned healthcare marketing strategy that will keep a healthcare brand at the front of consumers’ minds, companies can’t pursue any healthcare marketing efforts.
There are plenty of reasons why patients decide to switch their healthcare providers — from relocation to changes in their health insurance, or even because of previous negative experiences.
That means healthcare businesses can’t hope that they’ll have the same consumers forever.
Most doctors always tell their patients that it’s better to prevent a healthcare issue instead of looking for a cure when the issue is big.
The same thing can be said for marketing campaigns, which means healthcare companies should be prepared with marketing strategies beforehand, instead of waiting around until the number of patients has started steadily decreasing.
While most medical professionals already feel relatively confident that it’s their expertise that sets them apart from all other medical professionals, to most patients, everyone is wearing the same white coat. That’s why healthcare companies have to figure out what their brand is going to be all about.
Anything that’s unique about the company, from the way it treats patients to its environment, can be used to set the business apart from all the others in the industry. That unique value proposition is what’s going to help the business become memorable in the minds of its consumers.
Just a few years ago, having a website was the most that healthcare businesses could do to impress their prospective clients, and helped consumers remember the company’s healthcare branding. However these days, most businesses already have a website, which means the business website has turned into an alternative front door for businesses.
The website is one of the first things that patients are going to see from the business, and if that website hasn’t been optimized for SEO and user experience, it might end up costing the company its patients.
Aside from being optimized, the website should prominently and clearly display the location of the medical practice, its primary services, business hours, and a way for patients to get in touch with the practice.
Finally, these days, many healthcare practices tend to mainly rely on organic social media reach when it comes to their digital marketing strategies.
Sharing updates, photos, events, and more content on social media are just some of the things that fall under the organic social media reach umbrella, and they are good ways for brands to expand their reach.
However, for most companies, that’s not the only useful strategy, and healthcare practices should invest more to get more patients.
Between paid ads on social media and ads in traditional media outlets, companies can reach the right people at the right time.
Ronn Torossian is the CEO and Founder of 5W Public Relations. 5W PR is a leading digital PR and influencer marketing agency.