changes in healthcare marketing

Best Ways to Market Your Healthcare Facility and Standout

When potential patients do not have a recommendation from family or friends on what healthcare professional to use, they typically turn to conducting their own research online. This could entail using anything from the search engines to social media as long as the information they find is trustworthy and extensive.

Ensuring your practice is listed everywhere that potential patients are searching for your services online is the key to driving more traffic to your web properties and therefore, more foot traffic to your practice.

Create Content that Educates

Creating content that educates your audience is beneficial for SEO, driving long-term traffic from the search engines to your website overtime, but most importantly, producing and distributing quality content in the form of blog posts and articles helps give value to readers and build trust between your patients and your practice overtime.

Put yourself in the consumers shoes when you write your material and then ask the following questions:

  • Can I easily interpret the information?
  • Are the terms and definitions understandable, even if I was only 12 years old?
  • Is the content accurate and informative without being overwhelming?
  • Is the explanation sufficient?
  • Are all my questions answered?

Fun with Facts

It’s a fact that people like facts of all shapes and genres, especially in healthcare. Facts and statistics can be woven into certain types of content, such as infographics, to complement the information.

The true beauty, however, is the simplicity. Facts are short and to the point. They are easy to digest, easy to generate, easy to verify 

Video Marketing is Important

Last, but certainly not least, spend time on video marketing to really stand out. Offer testimonials from your patients, ensuring that they are genuinely interested in speaking on your behalf to make the effort as effective and authentic as possible. Create videos to introduce doctors and put a human touch to the faces patients will be seeing.

Utilize YouTube as a hub for your video marketing efforts online, then embed those videos throughout your website. YouTube is a search engine owned by Google, making your video content uploaded there discoverable from both the search results, your channel subscribers and wherever the video is embedded (like your website.)

Again, just like the written content being produced for your web properties, your video content must educate your audience on your expertise in the industry.

Marketing for the healthcare industry doesn’t have to be difficult. You just have to think about who your target audience is and how best to reach them. Let us do the thinking for you. Contact TotalCom today to learn more about our healthcare marketing options.

Hospital Marketing: A Decade of Change – Behind Us and Ahead of Us

The changes that have occurred during the past 10 years are amazing!  The 2000’s have been a remarkable decade for consumers.  And the marketing implications are enormous.      

Josh Bernoff of Advertising Age recently wrote an article listing some of the dramatic changes that have occurred since the start of 2000.. It’s interesting to look at the changes he cites and consider the marketing implications of those changes.

In 2001 Bill Gates, referred to the decade as “The Digital Decade”. What a prophet he has proven to be.  To prove that he was right, consider some of the numbers:

  • When the decade began, there were 2.6 million broadband households in the U.S. – one in 40 homes.  Now there are 80 million – two thirds of the population.
  • In 2000, there were no DVRs.  Today they are in 31 million and 51 million HDTVs.
  • There are now 270 million mobile phone subscriptions in the U.S. – out of 307 million adults.  In 2000 there were practically no smartphones.
  • Portable digital music players now reach 76% of all households.  In 2000 the iPod had not been introduced.
  • There are now over 350,000,000 active Facebook users.  There were none in 2000.
  • Google just celebrated its 10th anniversary.  Ten years ago, Google wasn’t a noun or a verb.
  • Spending on digital marketing has grown from $6.2 billion in 1999 to $25.6 billion or 12% of all marketing expenditures.
  • In 2009, consumers spent 34% of their media time online.

To look back at these numbers, it is truly amazing how things have changed.  And the next decade will bring other remarkable changes.  All of this has certainly changed the nature of marketing.  These numbers can’t be ignored.  The consumer is very different today than he/she was just 10 years ago.  Our marketing strategies, patient service models and communication methods must change to reflect this very different marketplace.

The consumer has more control.  The consumer is more active in the marketing process.  The consumer is more demanding.  Expectations are higher.  And the liabilities from not being responsive to the consumer are much greater.

Today is indeed a different world and a different marketplace than it was 10 years ago.  We look back at the last decade and realize how dramatically things have changed. And that’s why healthcare marketers must be different and must do things differently.

All the changes create great and exciting opportunities.  There is a lot to learn, a lot to explore and a lot to do.   Out task is harder in many ways, but the opportunities are greater too. What a decade it’s been!  And just as we consider the changes of the 2000s, the next ten years will be yet another decade of change and challenge and excitement.