Digital marketing is spreading its domain everywhere and healthcare is no exception to it. Marketing in the healthcare industry has taken a new digital dimension and healthcare consulting firms have revolutionized patient engagement through social media and websites.
The following statistics just prove that healthcare digital marketing has a huge impact on the potential patients and their selection of hospitals.
The following statistics just prove that healthcare digital marketing has a huge impact on the potential patients and their selection of hospitals.
Statistics on the use of digital marketing in healthcare
- According to a Deloitte survey, 52% of the consumers searched online for treatment options.
- A Demi Cooper Advertising survey reveals that
1. 19% of the Smartphone users have at least one health app downloaded on their phones.
2. 41% of the respondents agreed that social media would affect their choice of hospitals.
2. 41% of the respondents agreed that social media would affect their choice of hospitals.
Reasons why digital marketing is the best method of retaining patients
A patient's journey in healthcare is totally governed by digital marketing. Let us see how.
1. The Online search for awareness or treatment options
A patient searches online typically either for treatment of an existing ailment or for awareness about a medical condition. In either case, digital marketing has a powerful role to play.
- Through SEO (Search Engine Optimization) and through SEM (Search Engine Marketing), hospitals can channelize the traffic to their websites through the use of apt keywords in their websites.
- Blogs can also be optimized with keywords to divert traffic to hospital websites.
- Patient engagement strategies can be implemented through social media through relevant content, social media campaigns etc.
- Social media ads can also create awareness among the audience on healthcare options.
2. Contacting the healthcare centre
The next step in the patient's journey is evaluating the healthcare options, selecting the right one and establishing a contact with the hospital. Here again, digital marketing enters.
- By offering SMS or call options as CTA, the patient can be made to quickly contact the hospital by visiting the hospital website.
- A mere visit to the hospital website can be tracked through web analytics and the patient can be followed up.
- Through Landing page optimization, the patient's details can be collected.
3. Becoming a patient
- Once the patient makes an inquiry online through the website, he has to be engaged and converted into a patient by email marketing and call follow-ups.
- Features like online scheduling of clinical appointments, timely reminders for check-ups etc, keep the patient engaged.
- Going a step further, mailing prescriptions and scan reports or reminding patients about medication can be done by email marketing to enhance patient satisfaction.
4. Engaging with the hospital
- After becoming a patient, the patient's engagement with the hospital should continue.
- This is ensured by sending thank you emails, asking for feedback, taking satisfaction surveys etc.
- Updating patient's with thoughtful content on their ailment and treatment can be done by directing them to blogs on the hospital website or through email newsletters.
- Open chat on websites with physicians for Q & A sessions should also be provided.
5. Retaining the patient
This is the most crucial factor to be achieved by healthcare digital marketing and this can be done by
- Acknowledging the patent as a precious customer through regular emails.
- Enlisting the patients in loyalty programs through emails.
- Offering special discounts and privileges to existing customers through emails or SMS.
- Using patients as influencers can also be done through social media.
Digital marketing is the best way to retain patients and ensure their complete satisfaction. Contact an experienced Healthcare consulting firm to evolve a dynamic digital marketing strategy for your hospital with full success.
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