There are several ways to win new patients. See how to do it in practice using Digital Marketing strategies!
The Digital Marketing for health is made from the strategies that clinics, hospitals, insurance companies, pharmacies, suppliers and other companies in this sector use to attract new patients and clients. The goal is to raise awareness about each brand and what they can offer.
Despite being a consolidated and successful strategy in the market, some health institutions have a certain resistance to adopting this type of strategy. But why does this happen?
Culturally, other marketing actions draw more attention from those responsible for Marketing of these companies than the digital environment. Let’s go to the examples:
- Traditional media (TV, radio, among others);
- Events and congresses;
- Newspapers, billboards, etc.
But this reality has changed in recent years and we are going to explain how clinics and healthcare companies in Blue World City that have been using Digital Marketing in their strategies have managed to stand out, increasing their revenue while greatly improving the routine of patients!
How to make Digital Marketing for healthcare in practice in 5 steps?
When we talk about institutions like hospitals and clinics, we need to keep in mind the following fact: a person doesn’t go to a website of this type of institution in search of entertainment.
It is necessary to build consistent, reliable and truly relevant content for the target audience. But here is the question: how to define what these people want to read and learn? Simple: you can compile data from the service area, scheduling and scheduling exams.
With this data in hand, which can be collected via management tools or even spreadsheets, it is possible to see the target audience of the hospital and clinic, facilitating the marketing work when producing the content.
This is just the beginning of the practical step-by-step you need to follow to build a good healthcare marketing strategy. To know all the details, just follow the next ones below!
Step 1: Learn all about your audience
To keep the flow of patients or customers constantly in your business, you need a comprehensive Digital Marketing strategy, focused on serving the right audience.
In addition to knowing your business like the back of your hand, you also need to get a better feel for which patients to target. In marketing strategy, this is called developing a “patient persona” with the data we talked about earlier. This should be one of the focal points of your efforts.
Persona is a fictional representation of your ideal customer profile. It is based on real data about behavior, demographics, personal histories, motivations, goals, challenges and concerns.
To find your persona profiles, ask yourself questions like:
- Who are my patients?
- How old are they on average?
- What is your income?
- What jobs do they have?
- What makes them choose my company to solve their health-related problems?
- How are they paying for services or products?
This knowledge of the audience will enable the team to create a Digital Marketing strategy that really works and gets the maximum return.
Step 2: Build an intuitive website/blog
This advice should be followed by marketing professionals in any industry. After all, it’s no use having a good service if your target audience can’t reach you.
It is necessary to have a lean website that conveys information in a clear and concise way. That’s right, we know that sometimes we don’t find this on the pages of companies in this sector. What is the use of having an online scheduling tool if the link to it is lost in the midst of various offers and newsletters?
The success of your Health Marketing strategy depends a lot on the quality of your website. Nothing will get new patients through your door faster than a beautiful website that clearly states who you are, what you can do for your patients, and where they can find you.
It’s no use for your institution to be a reference in some type of exam or consultation if the user of your service doesn’t know about it! Therefore, it is necessary to have a website and blog that carry out this communication with quality.
About the blog, let’s check its role in the next step.
Step 3: Make Content Marketing
Remember when we said above that it is necessary to structure a website and blog, with good quality? Well, it’s no use having this without also producing quality content.
The Content Marketing and educational content are the smartest way to attract new patients and clients for your health business today. When we talk about Digital Marketing, the focus is on generating value for the end user — in this case, the patient. And we also know that people always end up choosing to buy from experts.
Therefore, if your institution produces quality content, in order to position itself as a specialist within a segment, it has a great chance of attracting more patients who are interested in that service.
Just think about the famous doctor analogy: whenever you get sick and the doctor prescribes a medicine, the patient will hardly ever buy it, as it was recommended by a specialist.
Remember: you have an audience that can buy your products or services. And this audience goes online to educate themselves before interacting and making a decision. And that’s where any healthcare marketer can step in, creating amazing content to present their brand to the right audience at the right time.
Step 4: Increase the number of patient acquisition channels
The world has evolved a lot in recent years, hasn’t it? Today it is possible to carry out almost any type of activity from a smartphone and on the internet. So don’t limit your content creation efforts to just your site.
Content strategy isn’t just writing and praying that your content will appear on the first page of search results. Also, consider posting original content on social media platforms such as LinkedIn, Facebook, Instagram and Twitter.
Your company has many platforms to choose from and should make the most of the tools available. Therefore, working only with traditional marketing and service means can negatively impact the user experience.
You can count on these channels not only to publicize your content and other Marketing actions, but also to use them as an online scheduling solution. This is vital for the success of a healthcare institution’s Marketing strategy, and even WhatsApp can work as a solution!
In addition to having a lower acquisition cost per patient, his experience ends up being facilitated. Let’s list below the differences between analog scheduling, over the phone, and online, just so you can get a sense of it:
- With online scheduling, there is no chance of line congestion and an exam or appointment can be easily scheduled, regardless of demand;
- The process can be completed in less than 2 minutes;
- The cost per service is around cents (80% cheaper).
Step 5: Count on a Marketing Automation tool
After an appointment, it is vital that the health institution continues the relationship with its patients to ensure the greatest number of loyal customers.
From presenting new procedures to talking about good health practices, it is this type of action, in addition to quality care, that will make the patient come back when necessary.
But doing all this work manually is impossible. To really know the best way to communicate with him on a constant basis, you need to know:
- How the patient is interacting with the institution’s website;
- What kind of content has he been consuming;
- Which communication channels they use the most.
All this information can be tracked with a Marketing Automation solution. This is the cheapest and most automatic way to do this work, with features for monitoring and building nutrition flows.
The nutrition flow, a feature that only this type of tool can offer, together with the content produced for the blog, is vital for the success of the Marketing strategy!
Just do the following: instead of hiring 4 marketing professionals (to take care of social media, blog management, Email Marketing and data analysis) and 2 salespeople (to qualify all opportunities), your company can count on a tool that performs all these functions, reducing the final cost of the operation.
With a nutrition flow performing most of the relationship work and the tool centralizing the entire process in a simple and intuitive way, the work is faster and more profitable.
Take the next step in your healthcare marketing strategy
There are several ways to win new patients, but one of the cheapest and most effective methods is with these Digital Marketing steps. Just realizing that a large part of the world’s population is already connected to digital channels makes it clear that not working in this environment is a serious mistake.
Therefore, following the above 5 steps is vital for your institution’s success. These tried-and-tested marketing techniques will give you a considerable competitive advantage, regardless of the segment within the healthcare industry you belong to.
All the tips and steps we suggest in this post can be put into practice with RD Station Marketing. This all-in-one tool makes your Digital Marketing operation more productive by bringing together several functionalities in one place. The plans start at R$19 and can be adapted to your business needs.
You can take a 10-day, no-obligation free trial of RD Station Marketing. During this period, you will be able to check, among other things, how easy it is to create campaigns that work using the drag & drop editors of Landing Pages and Email Marketing. Your work on all your campaigns will be much simpler.