Trends to look out Healthcare Digital Marketing
Authored by – Dipesh Chodvadia
Corporate Communications, Cliantha Research
As healthcare providers look to remain competitive, leveraging new digital marketing strategies will be essential to maximize marketing spend and generate higher rates of return. Applying innovative healthcare marketing principles to revamp marketing initiatives in 2019, health and wellness stakeholders will be able to better position their service offerings in front of eager consumers.
Generate Content – Better & More
Consumers have more access to information than ever before and this shapes how they interact with advertisements. In fact, a Nielsen study found that consumers are more likely to trust referrals from loved ones and educational content produced by credible sources over the paid advertisements. Informational blogs or articles posted on social media sites can be an effective way to stay in front of new consumers for healthcare providers. Soaking targeted keywords into the content can help the company rank higher on search engine results and add a marketing boost. Chances are that the content your organization publishes only represents a small percent of the results for a given search query. The way to grow your share is to publish more content, gradually taking more and more share of the Google results for queries where you have valuable expertise.
Analytics – a Top Priority
Marketing in the digital age has one of the biggest advantages – having the ability to track, monitor and analyze your results with the help of digital analytics. It gives you the necessary insights to monitor where your digital strategy going and if it is paying off. To ensure that marketing is producing the returns you expect to reach goals, implementing robust analytics tools and the system is critical. The key is to measure the success (or failure) of your healthcare marketing strategies. With data in hand, we will be better able to make meaningful and proven adaptations to generate more leads and higher rates of return on marketing expenditure.
Targeted Marketing Strategies
When it comes to marketing, if you’re trying to communicate to every user, you’re going to have a difficult time reaching everybody. Indefinite and generic communications are far less likely to connect with audiences than specific, direct communication – which is why targeted marketing is very important. Data collection and analytics can help to create targeted marketing campaigns that help attract more customers. Investing time and resources into understanding various marketing segments and identifying which digital platforms can be used to stay in front of prospective users.
Building organic traffic is the hardest work you’ll ever put into your website as it is the largest source of traffic for any website. Selecting appropriate organic keywords is the foundation and fundamental essence of SEO, driving all your strategy and content. This selection process is both an art and a science–and when used correctly, keywords can overwhelmingly improve the website’s online presence. By finding relevant search terms and the user intent behind them, you can better predict what your audience will appreciate. Do a bit of research into what your competitors or what the most successful brands out there are doing –– and then you can develop content to better address your audience’s need.
Artificial Intelligence (AI)
Artificial Intelligence and digital marketing are going to be hand in hand. AI is transforming digital marketing strategy with the ability to collect data, analyze it, apply it and then learn from it. As it continues to grow, so will the AI capabilities to use it to improve digital marketing strategies and valuable customer insights for companies. There are various AI chatbot solutions that can help you communicate and engage with your customers in a better way. You can add suitable chatbots to your websites, emails, mobile apps, and text messages. From intelligent chatbots, real-time consumer data analysis and so much more, the sky is the limit when it comes to Artificial Intelligence.
As marketers, we have near limitless amounts of data at our fingertips. Google Analytics and Search Console, Facebook Insights and Ad Manager can tell us the age, location, relationship status, interests and behaviours of our fans and customers. Social media listening tools can give us insights on what customers think about our company and products, and what other topics are interesting and relevant to them. Using tools to unearth insights about your audience’s demographic and psychographic profiles to gain a better understanding of what is most important and interesting.
Overall, 2018 saw energy, innovation and fresh thinking in the world of emerging digital-marketing solutions. Smartphone and internet usage has grown in India and this puts the country with a population of 1.3 billion at an advantage. If the economy remains strong, 2019 promises to see many of these advancements applied on a broader scale and new ideas simultaneously come to the fore.