Just like other organizations, healthcare providers need to market their products and services to the general public. If you own a medical practice, digital marketing lets you connect with prospective patients and increase your online visibility.
Once you've decided to incorporate healthcare marketing into your business model, you need to find the right agency partner. Before you hire one, however, find out the answers to the following six questions.
1. Who Are Your Previous Clients?
Finding the right healthcare marketing agency is a challenge. You want a company that has a good reputation and the right amount of experience. Asking an agency about their previous clients can help you ascertain their past successes and failures. You can find out if an agency has worked on successful healthcare marketing campaigns in the past, for example.
2. What Software Do You Use?
Find out how your agency executes their healthcare marketing. You should ask them about the software they use to manage campaigns and move patients through the marketing funnel.
Agency partners who use old, outdated software might not provide you with the results you are looking for. Companies who use the latest technology, on the other hand, might provide you with a bigger return on your investment.
3. Do You Use Content Marketing?
Content marketing is a digital marketing method that lets you share online content with prospective patients. Blog posts, infographics, newsletters, webinars — the best healthcare marketing agencies use all of these content marketing strategies and more. Ask your agency if they specialize in content marketing; it could provide you with a decent return on your investment. This marketing method is a brilliant way to promote your products and services across various platforms.
Eighty-three percent of healthcare providers now use content marketing, while an additional 14 percent plan to use it by the end of 2018.
4. Do You Use Social Media Marketing?
Social media marketing is another effective digital marketing method that will reach prospective patients interested in your products and services. Find out whether your agency uses websites like Facebook and Twitter to market your business and ask them how they measure the success of their social media campaigns.
Social media is one of the most crucial components of any digital marketing campaign. Forty-two percent of internet users check social media platforms for health-related consumer reviews, while 32 percent post about their family and friend's health experiences.
5. What Analytics Do You Use?
Different healthcare marketing agencies use different analytics to measure the success of their campaigns. Ask an agency partner about the metrics they use to gauge campaign performance. In particular, look out for key performance indicators like acquisition cost per patient and social sentiment — these metrics will provide you with valuable information about prospective patients.
6. How Much Will It Cost?
This one's really important. Ask your agency partner how much they charge for their services and the different payment methods available to you. Some agencies, for example, will charge a fee upfront, while other companies will let you pay for their services at the end of a project.
The six questions on this list will help you discover the perfect healthcare marketing agency partner for your business. Finding out the answers to these questions will provide you with valuable information that you just won't find on an agency partner's website.