Healthcare Marketing Trends for 2020: Looking Forward
Having discussed the most effective contemporary healthcare marketing trends in ‘6 healthcare marketing trends 2019’, we now look to 2020 to predict what marketing strategies are likely to explode in the year to come. As the role of the patient continues to evolve from a passive user into an active contributor, the importance of an engaging marketing strategy increases evermore.
1. Multi-Channel Marketing
Often healthcare providers are proficient at producing online blogs and posting updates on social media, yet they fail to link content across multiple media channels. For example, you may have a fantastic blog that you update weekly, yet if you fail to post this content across multiple media channels (eg. Youtube, Facebook, Twitter, LinkedIn, owned website) you are minimising the potential SEO benefit. Therefore, when posting content online, whatever it may be, ensure that this content spans across many media channels to maximise coverage and SEO benefits. Furthermore, from a patient’s perspective, if they see your content across multiple channels, they perceive your brand as larger and more competent and are more likely to engage with your services.
2. Email Marketing
You may be surprised to see email marketing place on the list of Healthcare marketing trends for 2020, yet many businesses still fail to efficiently utilise this tool. Whether it’s an appointment reminder, special offer or general business update, email marketing is a great way to directly target your clients with products/ services that they may be interested in. A monthly newsletter is a great way to build a relationship with your existing clients, whilst ensuring your brand is retained in their memory. Remember, an existing customer is worth significantly more than a potential customer. So stop focusing all of your attention on attracting new customers, and ensure that the relationship with your existing customers is nurtured to the fullest extent.
3. Targeted Ads: understand your patients
They say that knowledge is power, and this certainly rings true in the field of healthcare marketing. Segmentation of your audience and targeting of specific sub-groups is fundamental to ensuring that your advertising material is suitable to those who see it. No matter the quality of your outbound content, if it does not relate to the person seeing it they are not going to engage. Therefore, by understanding the motivations, aspirations and desires of your patients, you can meet their specific needs. Online, this can be achieved through targeted advertisement using social media platforms (Facebook, Twitter, Youtube) or Google ads- which both allow micro-segmentation. Offline, this can be achieved through utilising questionnaires to gain insight into your existing patients, and then tailor email/phone/mail communications to suit their needs.
The term ‘Fake news’ has become pervasive across online communication platforms and from this a general distrust in online content has arisen. Where in the past patients may have happily accepted your positive testimonials as genuine, now distrust in online communication platforms makes patients think twice before engaging with your brand. Yet this need not be the case, by establishing transparency as a company value, and openly promoting that you value more than mere profit, patients are more likely to trust in and engage with your services. If your customer has any questions regarding business practices, do all you can to reply honestly and accurately. This extends to listening to patients and implementing their advice and recommendations whenever possible.
5. Influencer Marketing
Influencer marketing has become somewhat of a dirty word in the field of advertising. For too long companies have employed disingenuous influencers to promote their product or service, regardless of their relevance to the brand- tarnishing the influencer industry. However, there is still great power in the use of influencers in marketing, as long as these simple rules are adhered to. Firstly, you must ensure that influencers audience is relevant to your brand image, therefore potential customers will be more likely to engage with your content. Secondly, the influencer instructed must be genuine, especially in the field of healthcare. Today’s consumers are more vigilant than ever and are able to spot disingenuous influencers easily; this discredits your brand and prevents trust between yourself and the patient.
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