Digital marketing is changing the face of advertising as we know it . It’s benefits are numerous and cannot be ignored. With current trends, no matter what your business is, you’ve got to be present online. And healthcare is no exception. But how can this benefit the healthcare industry?
Well, let’s consider the statistics first.
According to Pulse Digital Marketing, 77% of health service seekers started their search online at a search engine. More than 50% say that they’d feel more valued as a patient if their healthcare provider has a strong online presence and connects with them via social media. Furthermore, 72% of internet users say they looked for health information online within the past year. Therefore, as a healthcare provider, online is where you want to be!
So how can digital marketing benefit you?
- Optimized Programs
Digital marketing offers fine-tuning in a large number of ways as opposed to traditional marketing. Instead of sending out one message to a broadly targeted audience (TV/radio/newspaper ads) you can tailor targeting according to keywords, devices, interests, location, demographics, and many more factors. You can also optimize and adjust each individual campaign in real time, such as changing target techniques at any time, so that there is no wasted budget. Moreover, digital channels allow advertisers to invest budget in areas that perform, and eliminate underperforming campaigns – something that traditional channels cannot provide. Once an ad is printed, filmed or recorded, it cannot be changed. With the ability to closely monitor digital campaigns and act on real-time metrics and results, medical marketers can see better ROI.
- Mobile Marketing
Mobile marketing is growing at an exponential rate. This year, eMarketer predicts that worldwide smartphone penetration will reach 2 billion. Google research has found that roughly 1/3 of patients use tablets or mobile devices on a daily basis for research and booking appointments. Additionally, 44% of patients who found physicians and private practices on their mobile devices scheduled an appointment through their phone, and the number of people using mobile devices to search for healthcare services increase by 22% yearly. The benefit here is that most digital marketing platforms will allow you to target users by device! Ensure your website, landing pages and ads are optimized for mobile devices or you might be missing out on some promising opportunities.
- Program Flexibility
Prepaid campaigns and/or advertising campaigns cannot be paused or stopped immediately if needed. Marketing budgets get slashed? New research suggests you place it somewhere else? Management not happy with your current strategy? Digital marketing allows for these campaigns to be paused, rescheduled, changed or stopped completely. They help you avert crises.
If you want to keep up, or even stay ahead of competitors, digital marketing isn’t a choice anymore. Digital is very adaptable to your budget, and is the ultimate tool to help you reach your short and long term goals.
Digital marketing matters, and through that you’ll be able to meet patients where they are: online.