Over the last few years, we have seen boom period of digital marketing. It has started infusing in almost every industry. While it was possible earlier to do things without digital marketing and go for more traditional methods, today, however, healthcare digital marketing are indispensable. Let’s have a look at the role of Digital Marketing in Healthcare Industry.Over the last few years, we have seen boom period of digital marketing. It has started infusing in almost every industry. While it was possible earlier to do things without digital marketing and go for more traditional methods, today, however, healthcare digital marketing are indispensable. Let’s have a look at the role of Digital Marketing in Healthcare Industry.The main reason is a huge number of people are not only becoming active online but are also looking for solutions to their problems online. This being the case, healthcare industry cannot or in fact should not neglect digital marketing. It is safe to assume that digital marketing combined with healthcare has a pool of opportunities in it.Things healthcare industry should know about digital marketingDigital marketing includes mobile marketing, content marketing, search engine marketing, social media marketing, and more. Since digital marketing is an inexpensive as well as an effective way of marketing when compared to traditional methods, healthcare industry cannot miss out on digital marketing.How Digital Marketing Affects Healthcare Industry?Social Engine Marketing: Businesses that employ search engine marketing along with search engine optimization and ad campaigns gain higher visibility than those who don’t.Social Media Marketing: People are active on social media and social media is equivalent to ‘word of mouth’ marketing. This type of marketing plays a huge role in the healthcare sector.
If many people around you, recommend an XYZ doctor, you are more likely to consult that doctor.Statistics of Digital Marketing in Healthcare
1. Over 40% of consumers say that information found through social media affects the way they deal with their health (Mediabistro)The professionals in the healthcare industry have an obligation to create educational content that could be shared across social media that will help consumers about health-related issues. Others’ opinions are often trusted but aren’t always accurate sources of insights especially when you are dealing with such a sensitive subject like health.
2. People in the age group of 18 to 24-year-old are more than 2 times likely than 45 to 54-year-old to discuss health-related things on social media.This stats show that 18-24-year-olds adopt social media and new forms of communication easily which makes it important for healthcare professionals to join in on these conversations.
3. 90% of respondents, aged from-24 years said they would trust medical information shared people on their social media networks (Search Engine Watch)On social media, a network of millennial is a group of people that is well trusted online which gives an opportunity to connect with them as healthcare professional in an authentic and new way.
4. 19% of owners of a smartphone have at least one health app on their phone. The most popular types are weight, diet, and exercise apps (Demi & Cooper Advertising and DC Interactive Group)This figure points out to the need for your healthcare organization to look into possibly launching a health related app focused on your specialty. This shows that digital marketing strategy for healthcare should have a strong mobile focus no matter what their industry size is.
5. According to a recent study conducted by Mediabistro, 54% of patients are more comfortable with their providers seeking advice from online communities to better treat their problems.This shows that a lot of people are comfortable in perceiving the Internet to be beneficial for the exchange of relevant information even about their health.
6. According to MedTechMedia, 31% of healthcare professionals use social media for professional networking.This shows the importance of social media and other applications which helps in professional development for healthcare workers from networks such as LinkedIn, Twitter, and Facebook. This is undeniably an important factor of digital marketing for healthcare.
7. As per Demi & Cooper Advertising and DC Interactive Group, 41% of people reported that social media would affect their choice of a specific medical facility, hospital, or a doctor.This statistic illustrates that social media can drive both negative and positive word of mouth. This makes it an important channel for organizations and individual in the healthcare industry to focus on in order to attract as well as retain patients.
8. About 60% of the doctors say social media improves the quality of care delivered to patients.This shows that many doctors believe that the authenticity and transparency that social media helps spur is actually improving the quality of care provided by them to the patients.
9. Google’s Think Insights has shows 119% year-over-year increase in YouTube traffic to hospital sites.This shows that video marketing could work better than other forms of content to convert traffic and leads with more efficiency. The hospital facilities should look to create video content based on patient stories, interviews, and others.There has been a visible transformation in the healthcare industry that creates both opportunities and challenges for marketers. There are two variables which drive this transition. One is the rise of the digitally empowered healthcare consumer and the other is the shift from a fee for service payment to a healthcare delivery model on the basis of patient satisfaction, quality outcomes, and transparency.It affects both the ‘who’ and ‘how’ of marketing strategies in the medical industry. Therefore, there has been a transformation in the role of physicians as decision-makers.
There are five key trends that should be considered by every healthcare marketer:
1. Consumers are now avid researchers Today, the consumers are no longer satisfied to blindly accept what a doctor tells them. They prefer doing homework before visiting a doctor. This means that the doctor no longer has the only say on medications, hospitals, treatment, and more. Healthcare is more like the collaboration between the doctors and consumers, thus catering to the needs of digital marketing for hospitals.
2. Healthcare marketers to target payers and consumers For healthcare marketers, there are different audiences. This segment is the primary ‘who’ on the basis of the product or service being offered. Not so surprisingly, doctors are the primary marketing target. And why not? They still recommend, prescribe, advocate, and buy products and services. However, doctor decision-making is gradually shrinking as decision-making shifts to healthcare consumers and payers. Therefore, the emerging trend is that healthcare marketers need to increasingly target payers and consumers.
3. Digital channels overshadowing traditional marketing While digital marketing is infusing in almost every sector, the healthcare industry is one of them. The last couple of years has seen a huge jump in the preference of digital marketing over traditional marketing in the healthcare. According to MM&M study, the greatest growth for the biotech, medical, diagnostics, and pharmaceutical device marketing budgets is taking place in digital sales material, mobile apps, and social media. Since consumer marketing tricks are shifting greatly to digital ads, social media, and mobile apps, therefore, the shift to digital channels in the healthcare industry is no wonder.
4. Some insights by Think with Google’s ‘The Digital Journey to Wellness: Hospital Selection’• Search engines are used by 77% of the patients before booking appointments.• Search drives nearly 3 times as many visitors to hospital sites as compared to the number of visitors from other affiliate/referral sites.• 44% of patients schedule an appointment who research hospitals on a mobile device.• The decision process is empowered by digital content.Before booking an appointment –• 77% of patients use search.• 26% used reviews generated by consumers.• 50% used health information sites.• 54% of the patients used health insurance company sites.• 83% used hospital sites.