healthcare marketing specialist

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.

Healthcare Marketing: Forget the Tech and Focus on the Idea

160353810Consumers aren’t moved by all the data we can use to find and use to communicate with them.  Instead they still want to be moved. They want emotional connection.

This blog  was actually borrowed from comments made by Procter & Gamble Global Brand Building Officer Marc Pritchard as he spoke to the 4As annual conference.  I used it because I think he’s onto something.

More and more we are being driven by data.  We have so much at our disposal.  No wonder it’s referred to a “Big Data.”  And marketing professionals, including those in healthcare, are making decisions and developing marketing plans based on the data.  But too many times I’m afraid that leads to creative that is mediocre at best.  We run the risk of being devoid of the big idea that connects rationally and emotionally with the consumer.

Data can help avoid risk or help improve our odds.  Data can provide insight or sometimes confusion.  But data doesn’t tell you to put an actor around a group of kids and interview them (AT&T), or develop a campaign around the line “The man your man could smell like” (Old Spice).  Procter and Gamble’s “Moms have the best Jobs” television spot was not inspired by data.  And neither was “Just Do It,” “Got Milk,” “Think Differently,” or “Think Small.”

Consumers are moved by emotions.  Brands connect with consumers with emotionAnd that’s no truer than in healthcare marketing. In a world where we have so many ways and so much power to connect with consumers we cannot just pour our message into as many channels as possible.  That’s just noise.  It’s the power of an idea that separates you from the numbness.

Christoph Becker, writing for Adweek put it very well when he stated, “For an idea to have value in the world of marketing communications it must make you feel; it should provoke laughter, touch a nerve and create excitement for a brand. There should be generosity of spirit in what we do. Even if we have messages for the head, we should always seek to gain entry through the heart. To be humanly relevant our work should be founded on emotion.

He continued, “the challenge is to remember this truth: our laughing, crying, loving, loathing, silly, serious emotional minds are always in charge. This is something the most successful—and iconic—businesses understand instinctively.”

As healthcare marketers we have so much information at our disposal.  And we should use it to sharpen our focus and hone our efforts.  Yet never forsaking the pursuit of that emotional connection that far exceeds ordinary communication with consumers.

I will conclude with Becker’s final comments,

“There has never been a better time to reach our customers, but we have a choice. We can use all the technology and channels at our disposal merely to amplify our messages to the point of noise. Or we can use those gifts to give life and purpose and never-ending expansiveness to our ideas, to reach people in ways that matter, to ignite emotions.  That’s my dream.”