The eternal chase between a sales rep and their ever-present sales quotas can feel like a never-ending marathon. From day one, you’re handed these...
What if you could
>target patients right in your competitor’s waiting room with your advertisements?
>introduce your meditation app to individuals currently seeking mental health treatment at nearby centers?
>effortlessly connect with those referring physicians to offer your specialized services?
>In today’s fast-paced digital marketing landscape, these possibilities are not only within reach but highly effective.
How, you ask?
Through cutting-edge digital marketing technologies such as geofencing and hyperlocal marketing. They utilize mobile device location data to help healthcare marketers promote their offerings within a precise geographic area.
This blog will explore how these strategies are reshaping the healthcare industry.
What is Geofencing?
Geofencing is a marketing technique that relies on location-based targeting. It empowers businesses to direct their advertising efforts toward potential customers within a defined geographic boundary. In the realm of healthcare, geofencing is frequently employed to precisely target two primary groups: healthcare consumers and referring physicians.
Here’s how it works: When individuals, be they healthcare consumers seeking services or healthcare providers like doctors, enter, exit, or move through a specific geographical area, geofencing technology comes into play. This technology allows marketers to send targeted content directly to these individuals’ devices. This content can take various forms, including in-app push notifications, text messages, and customized programmatic advertisements.
What is Hyperlocal Marketing?
Hyperlocal marketing takes geofencing to a whole new level. While regular geofencing can set up a digital boundary around larger areas like zip codes, specific IP addresses from your customer database, or all the phones within a certain range of cell towers, hyperlocal marketing delves much deeper.
Hyperlocal marketing uses precise GPS coordinates, along with location tracking from various apps and mobile devices, to target customers with remarkable accuracy while they’re on the move. A hyperlocal geofence can be incredibly small, sometimes just around 150 feet. To put that into perspective, it could cover just a single aisle in a building.
This hyperlocal marketing opens the door to highly focused messaging and strategies. In the end, it can lead to a better return on investment (ROI) and increased sales because you’re reaching the right people with the right message in the right place at the right time.
Top 5 Benefits of Geofencing and Hyperlocal Marketing
Geofencing and hyperlocal marketing offer several advantages for healthcare businesses. Here are five key benefits:
1. Enhanced Local Presence
Reach out to potential customers in your neighborhood as they pass by your healthcare facility. Promote special offers to boost brand recognition and attract more foot traffic.
2. Improved Audience Engagement
Location-based marketing, such as geofencing, enables businesses to deliver the right content at the right moment. For instance, you can direct attendees to your booth at a convention by highlighting in-person events like raffles, live demos, or giveaways.
3. Precise Targeting of Competitor’s Clients
By creating a digital boundary around your competitors’ offices, you can specifically target valuable patients in your local area. Offer special deals to first-time patients or promote services your competition doesn’t provide.
4. Enhanced Understanding of Consumer Behavior
Geotargeted ads provide real-time data on healthcare consumers with strong intent. As you gather more data, you can use this valuable information to refine your marketing strategies and increase conversions.
5. Cost-Effective Marketing
While location-based advertising might seem expensive on a per-thousand basis, the ability to hyper-target specific geographic areas makes it cost-effective. When deployed effectively, geofencing marketing helps you reach a concentrated audience of highly interested consumers or providers, ultimately boosting sales and revenue.
5 Use Cases of Geofencing and Hyperlocal Marketing for Healthcare Businesses
Geofencing and hyperlocal marketing offer a wide range of applications, providing ample opportunities for healthcare businesses to innovate. To spark your creativity, here are five examples of how you can use these strategies in healthcare geofencing campaigns:
1. Medical Device Promotion at Conferences
Imagine a medical device company introducing a new implantable cardioverter defibrillator. They could utilize healthcare professional (HCP) geofencing to encourage conference attendees in the cardiology and CME fields to request product demos.
2. Targeted Sales to Hospitals
A medical supply company can employ hyperlocal marketing to market surgical masks specifically to healthcare professionals working at particular hospitals.
3. Telehealth Subscription Campaigns at Doctor’s Offices
A telehealth provider might use geofencing to engage patients visiting physical doctor’s offices, encouraging them to subscribe to their telehealth services.
4. Mail-Order Pharmacy Customer Acquisition
For a mail-order pharmacy, HCP geofencing can be employed to promote special offers to individuals refilling prescriptions at brick-and-mortar pharmacies.
5. Promoting CBT to Blood Bank Visitors
In the vicinity of a blood bank, a cognitive behavioral therapy practice can leverage geofencing to introduce CBT to individuals who may be dealing with blood-related fears.
5 Geofencing and Hyperlocal Marketing Strategies for Healthcare Practices
In the quest for optimizing your healthcare practice with geofencing and hyperlocal SEO, consider these real-life strategies inspired by a “dentists near me” scenario. These five tips can guide you in harnessing the power of geofencing and hyperlocal marketing:
1. Secure Your Google My Business Profile
One of the foremost priorities in your hyperlocal marketing campaign is to claim your presence on Google My Business. By doing so, you ensure visibility in local business search results and attract inquiries and leads. You need to provide information about your services and highlight your promotions and events.
The process of claiming your business on GMB is both free and user-friendly. It prompts you to share essential details about your practice, including its name, address, contact information (phone number and email), operating hours, and images of your practice. Additionally, you can offer a brief description of your practice, enhancing your online presence.
2. Acquire Reviews and Testimonials
Genuine online reviews and testimonials are a trust-building resource for potential patients seeking suitable medical practices. Recent data reveals that 80% of consumers trust reviews just as much as they do in word-of-mouth recommendations.
During online searches, individuals seek a medical practice that aligns with their needs and preferences. While presenting contact details and services is vital, it’s equally crucial to display reviews. These reviews aid prospective clients in making informed choices regarding the standard of care offered.
3. Maintain Your Presence in Local Directories
While claiming your spot on Google My Business is pivotal, it’s equally vital to ensure that your practice details are listed on various websites and directories. Platforms like Yelp and JustDial, which feature practice listings, offer local customers precise insights into your healthcare practice.
This multi-directory approach conveys to Google that your business holds credibility and, consequently, merits a prominent position in search results. Additionally, it enhances your website’s traffic by attracting visitors from these diverse sources.
4. Captivating and User-Centric Website
Your healthcare website serves as the initial point of contact for potential patients, leaving a significant impression. Creating a responsive website that adheres to Google’s latest algorithms, including mobile-first indexing and web core vitals, is essential. It’s equally crucial that your website reflects your professionalism, expertise, and patient-centered approach through its design.
A website that is user-friendly, informative, and engaging, with a strong focus on enhancing the overall patient experience, is what sets you apart in the healthcare field. Clearly defining your objectives is vital in designing a website that visually appeals to your patients and provides relevant information with intuitive navigation.
5. Geofencing Advertisements
Geofencing advertising is a potent marketing tool that significantly expands the reach of your marketing content, advertisements, and notifications to mobile users. This approach allows you to focus on customers nearby by delivering pertinent, location-based content and ads. Setting up a geofence around your business is a straightforward process, triggering push notifications to potential customers passing by.
For optimal results, having a dedicated app for your business is ideal. Nevertheless, it’s also feasible to implement this on platforms equipped with geofencing technology. Once established, you can effectively target nearby consumers with enticing offers, discounts, and promotions to draw them into your establishment.
In the fast-evolving world of healthcare marketing, geofencing, and hyperlocal strategies have emerged as the secret weapons for success. These innovative approaches enable healthcare businesses to engage with their local audience like never before, delivering precisely targeted content and promotions.
However, to truly revolutionize your healthcare marketing efforts, talk to our experts at DealsInsight. We offer industry-leading, cost-effective hyperlocal marketing solutions, including geofencing advertising, designed to elevate your healthcare practice to new heights.