Creating a marketing strategy for your healthcare organization can be a challenge. The process is often expensive, time-consuming and difficult to scale. It doesn't have to be this way, though. When you target the right patients with the right marketing messages, you can showcase medical-related services, generate new sign-ups and raise awareness. Here are three healthcare marketing tips that you need to know about in 2018.
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1. SEO Will Increase the Visibility of Your Healthcare Organization
Search engine optimization (SEO) is a crucial component of any healthcare marketing plan. Optimizing your website, blog and social media channels for search engines will increase the visibility of your organization to more prospective patients.
Although there are newer marketing methods, SEO is still important in 2018. Many internet users search for information about a specific medical problem online, or use the internet to find information about doctors and healthcare professionals.
Making some small changes to your website will improve your rankings on search engine results pages. If you want to boost SEO, ensure your contact information — the name of your organization, your phone number, your email address, etc. — is consistent across your site, post relevant content on your blog and update your social media pages on a regular basis. You can also add visual content to your communication channels, like infographics and videos.
2. Measure the ROI on Your Healthcare Marketing Campaigns
Is your healthcare marketing strategy reaching the right patients? Does it provide you with a return on your investment (ROI)? The latest analytics tools provide you with valuable intelligence about your campaigns so you know whether your marketing plan is working. These programs let you track metrics like total website visitors, mailing list sign-ups and social media engagement in one place so you can measure the effectiveness of your campaigns, solve problems and make quick decisions.
"Healthcare marketing leaders must work hard to sustain their budgets at all times, continuously communicate their purpose and demonstrate their value to better serve their market," says the Forbes Agency Council. "It is important to manage healthcare marketing initiatives using metrics that clearly communicate the value of the project including projected ROI and other metrics."
3. Create Creative Campaigns That Raise Awareness
When it comes to healthcare marketing, think outside the box. The best healthcare marketing campaigns resonate with patients because they bring attention to medical-related problems and encourage people to take action.
Take healthcare product and service provider Henry Schein, Inc., for example, who teamed up with the non-profit organization The Viscardi Center to create Project Accessible Oral Health, which raises awareness about oral healthcare for people with disabilities. The campaign identified a problem — people with disabilities find it difficult to find dental coverage and pay for treatment — and started a conversation about the issue.
You can create a similar campaign for your healthcare organization. Think about a cause you feel passionate about and use the right marketing channels — email, social media, SEO, etc. — to spread your message. As a result, you will be able to target more people and provide the general public with valuable medical information.
With a proper marketing plan, you can engage with patients on digital channels as well as in the doctor's office. Follow the three tips on this list to increase patient sign-ups, increase the visibility of your healthcare organization, raise awareness and promote your medical-related services.