What Healthcare Can Learn From Other Industries About Digital Marketing

What Healthcare Can Learn From Other Industries About Digital Marketing

A recent study from the McKinsey Global Institute (MGI) shows that the healthcare sector as a whole is well behind other industries when it comes to using digital technology. This finding is in sync with the general perception about healthcare – a sector usually considered a laggard in adapting to new technologies and digital advancements.

Healthcare services have undergone a paradigm shift through mobile apps, Internet consulting, social media, emails, custom websites and so on. Patients now extensively refer to social media and other digital platforms to manage health and make their health decisions after thorough analysis. For physicians, these channels are new prospects for patient engagement and communication. But unfortunately, the healthcare industry has been slow in adapting to the change. There is a lot to be learned about digital marketing strategies from other industries. Let’s have a look at few of them:

Have a responsive website

According to Google Think, about one-third of patients now use mobile devices or tablets to research health conditions and/or to book appointments. Responsive web design is becoming more important as the amount of mobile traffic now accounts for more than half of total Internet traffic. In fact, this isn’t new to the digital world and has been recommended by Google since 2012 as the best strategy for mobile-optimized websites.

Manage your online reputation

Your online reputation, practice website, social media and other digital channels are your brand advocates that provide a complete picture of your practice as a brand. When patients/potential patients search about you on various online platforms, they should have a crystal-clear idea about the services offered and get a transparent picture about your practice and how your brand can help patients. Focus on optimizing digital platforms to develop an online visibility and a positive online reputation.

Use social media marketing

For physicians, dentists and other healthcare practitioners, social media marketing is now an essential “must have” in their marketing strategy. It plays an indispensible role in connecting with patients and potential patients and helps develop a relationship of trust and credibility. To cater to healthcare’s digital decision-makers, physicians should focus on developing a strategy with an umbrella approach, i.e. to have a versatile digital presence through a website, blogs and social networking platforms such as Facebook, Twitter, LinkedIn and so on. The info-hungry consumers also check out patient reviews on various physician-review websites such as Yelp, RateMyMd, Healthgrades etc., so having an active profile on these will help build good relationships with patients and will also keep you aware of what is being said about you online.

Take the first step to protect your online reputation and request your Online Reputation Assessment.