The Latest Digital Marketing trends in Healthcare 2020
Long gone are the days, when patients had to flip through the thick White Pages in order to seek a doctor and book an appointment, in the nearby area. The advent of the internet made looking for a physician quicker, easier, and a lot more convenient. Within a few clicks, you can now obtain necessary information about a doctor or a medical practice.
Also, it’s no secret that finding new patients and growing medical practices is an uphill and backbreaking battle. In fact, for the majority of medical practices, lead generation is their biggest marketing challenge. This is because patients are wary of being “sold” to. Healthcare marketers must get creative to bypass patient advertising fatigue to drive growth.
This is the reason why today, one of the most compelling and influential ways to reach your target market and build a loyal following in the healthcare sector, is through digital marketing. Organizations need to move at a breakneck pace to keep up with the speed at which new trends in digital marketing are emerging.
A lot is happening in healthcare marketing: the rapid transition from lead behavior to consumed content, from AI to automated machine systems, from voice assistants to high-quality management systems…
So, what are the latest digital marketing trends shaping the healthcare sector at the moment? Let’s dive in and take a look.
Artificial Intelligence and immersive technologies – The Big evolution
When most people hear “Artificial Intelligence in healthcare” their first thoughts may be related to the Star Wars movies, where everything related to healthcare is done by intelligent robots and systems. Is this our future? Well, probably but not yet.
Success lies in the convergence of digital health and human interaction.
Already, studies have shown that AI-based tools can, in some cases, pick out abnormal growths that could be cancerous tumors better than doctors can, mainly because digesting and synthesizing huge volumes of information is what AI does best.
Even pharmaceutical companies can use these immersive technologies to break down walls between its business and clients, partners, patients or consumers.
For example, Pharma made a significant shift towards using mobile technologies over the past few years. Throughout the day doctors have the ability to access any clinical information just by using their smartphone. That enables physicians to focus on more complicated tasks and leave the easy ones to be solved by smart technologies.
It is estimated that by 2026 artificial intelligence will save up to $150 billion!
Video Marketing – A pivotal component
Let’s be honest, even we would prefer watching a video rather than reading long paragraphs of texts, isn’t it? Eventually, videos have become the most impactful form of healthcare marketing as 50% of consumers prefer video content over plain texts.
According to a research conducted by Google, 1 in 8 patients watched an online video on:
- Hospital Sites (42%)
- Health Insurance Information Sites (31%)
- Health Information Sites (30%)
- YouTube (29%)
- Health Insurance Company Sites (20%)
In a study conducted by Animoto, 64% of consumers say watching a marketing video on Facebook or YouTube has influenced their buying decision.
An interesting video with a powerful message can engage the targeted audience and ignite their emotions which in return help to grow patient volume faster.
Adding info-graphics, visualizations and videos to your plain content not only makes it more exciting, but it can also help readers retain your message like never before.
Go full throttle with Paid Ads Campaign
Non-Organic Ads (Paid Ads) that has been trending on social media platforms in 2019 will extend their reins in 2020.
They can either be in the form of Display Ads or Search Ads. Google Ad words connect ads with potential searchers precisely seeking what the organizations provide, drive more traffic to the website to maximize the ROI.
Social Media Advertising on Facebook, LinkedIn, Twitter, YouTube has become one of the preferred channels of communication across multiple industries. Most platforms allow you to target your potential healthcare customers contextually. With most of them spending more time on social media, we can reach out to our audience via Social Media Advertising easily.
Differentiate yourself from other medical service providers by investing in paid ad campaigns and target the intended audience. Once the paid ad campaigns are live, measure the effectiveness of each and every ad and see your traffic grow.
Content Marketing – The new norm
Healthcare blogging has helped many practices gain recognition in the medical field and so many people think that content marketing is just limited to the blogs you publish on your website. However, marketers would tell you otherwise. The information you publish on your website or the newsletter you send to your patients is already content marketing.
So how do you use this to your advantage and grow your audience?
If healthcare providers want to attract more patients, they need to create relevant, valuable, and high-quality content across all marketing channels. When it comes to the healthcare business, you need to do the same – focus on creating detailed, informative & educative content that covers a topic in its entirety.
Create content that offers relevant solutions and is helpful for your users in each stage of the customer journey. If you want a customer to convert (e.g. schedule an appointment or call you) make sure that your landing pages and content offer more value, actionable advice or offers to encourage them to e.g. fill the form in with their contact details.
By creating targeted, value-driven branded content that offers prospective or current patients insights into relevant information, you’ll grow your audience while fostering trust and positioning your brand as a thought-leader.
We see, in general, hospitals and healthcare marketers are working harder and harder to connect with customers online, focusing on their needs and meeting those needs through more channels.
Multichannel marketing gives healthcare marketers the opportunity to create multiple touchpoints with their target audience, regardless of whether it’s with patients or healthcare professionals. It allows you to connect with your target audience where they want, how they want and when they want.
Multiple interactions with the brand, e.g. through social media networks, email, website, etc. allow your potential customers to get more familiar with your brand, products or treatment options. And it makes no difference whether you’re a pharmaceutical manufacturer, a hospital or dental practice – thanks to multiple interactions with your brand, your target audience will recognize you and start to trust you much more quickly.
Engage via social media
Modern lives are going digital, and healthcare is no exception. Social networks have become an important health resource, and not just for millennials. Nearly 90% of older adults have used social media to seek and share health information.
More people now get their news from social media than from newspapers. That makes social media a key place to share breaking information. It’s a perfect platform for critical instructions during a health crisis. Ongoing COVID-19 turns out to be a big example for the same. As it approached, the World Health Organization turned to its social channels and posted infographics about staying safe during this pandemic.
Also as a healthcare professional, you are probably familiar with the value of using LinkedIn as a tool for networking, finding jobs, and/or reaching out to prospective employees. But are you tapping into its potential for healthcare marketing? If not, consider LinkedIn as your new favorite healthcare social media tool.
LinkedIn is a great way to help with your healthcare marketing endeavors once you understand how to tweak its tools and features to your advantage.
According to a report by Digital Commerce 360, hospitals, insurers, and other organizations will spend $32 billion annually on digital and mobile healthcare services within the next 5 years.
The best way is to start devising strategies around the upcoming trends. Implement video marketing to gain the trust of your audience and make mobile-friendly content to unleash the opportunity that your competitors might be missing out on their SEO strategies.
It’s important to keep up to date with general digital marketing trends as well as healthcare-specific trends. This will keep your brand in the best position for success.
If you are ready to attract qualified traffic to your site with quality content, set up a quick consultation with our team and we will be happy to help you.