Want to know what trends to expect in hospital marketing in 2016? Here are three trends we’ve identified that every hospital will need to follow.
Increase Content Quality
Content marketing continues to remain a big part of hospital marketing and will only increase in importance as we move through 2016. Last year saw an increase in the quantity of content. This year, we’ll have to see a rise in the quality of the content we produce.
It’s not enough to mass-produce content in order to fill a quota of pieces for a blog. We’ll have to spend more time on each piece of content in order to make an impression. This is actually a positive, because it means we can be really creative and spend more time developing and polishing a few pieces of content – an article for a magazine, a white paper, a video – rather than just pumping out content that is merely okay.
Focus on Simple Scheduling
People in 2016 will value convenience more than they did before. Amazon now has one-click buying that allows you to buy in a snap. Other platforms have rolled out one-click buttons to shop and buy. Hospitals can take advantage of this trend by having simple, convenient scheduling with just one click of a button.
This changes things. Formerly, a hospital’s campaign would feature landing pages that ask the consumer to learn more. But they’ve probably already learned a lot by the time they get to the landing page. When they arrive there, the instinct for instant gratification kicks in, and they’ll probably want to just go ahead and schedule an appointment.
So, we’ll have to retool our landing pages to reflect that desire. Allow your patients to sign up for an appointment right then and there, and you’ll have more success translating marketing into action.
Take Advantage of Moments
Over the past few years, consumers online have started to experience more “moments”. A moment is a short amount of time in which people turn to the Internet to find something that they need at that moment.
For example, they may want to know something about symptoms of a condition or illness. They may want to go somewhere near them, which means they’re searching for a local provider. They may want to know how to do something, like create a healthy exercise plan or cook something tasty yet healthy.
A hospital can live in these moments by creating content that takes advantage of this inspired activity. If you want to get people who want to know things, produce content that shares information about symptoms and illnesses and other health items that may be in the news. You can market the hospital and your doctors with geo-targeted campaigns that zero in on zip codes. You can create how-to videos on healthy living.
Living in these moments with your potential patients will place you closer to them in the moments that they appear online.
Even though these are the trends, the challenge for many community hospitals is to have the resources to keep up with the trends. Limited personnel and limited resources for technology will continue to hinder some from taking full advantage of these emerging trends.