Everywhere you turn, digital dominates. Articles across the Web proclaim its importance in marketing strategies, and now, digital marketing is unavoidable. Why? Its benefits and ease of use are too great to ignore. But let’s get a little more specific. When it comes to healthcare marketing, why does digital matter?
In this article, we’ll discuss three key benefits of integrating digital marketing into your promotional strategy taking into account customer demands of the healthcare sector.
Before we get started, take a look at these impressive statistics:
77% of online health seekers say they began their last session at a search engine such as Google, Bing, or Yahoo51% of patients say they’d feel more valued as a patient when doctors use social media, blogs, and other digital engagement outlets72% of internet users say they looked online for health information within the past yearBehind using search engines and checking email, the #3 activity people do online is search for health information
Customers and potential clients demand your presence on digital channels, but what’s in it for you as a healthcare marketer?
Unlike traditional marketing channels, digital marketing allows for the optimization of individual campaigns while the programs are live. Instead of sending out one message to a broadly targeted audience in say, a television, newspaper or radio ad, you can tailor your messaging according to keywords, devices, interests, locations, demographics and more. Digital programs also give advertisers the ability to adjust targeting techniques at any time. For example, a company started a marketing campaign to target woman age 30-50 for their cosmetic procedure. Shortly after the campaign launched, the company realized a better target for their procedure is males over the age of 65. Unfortunately the company has already bought TV and Radio ads on stations targeting women. Digital platforms allow companies to adjust their target criteria in real-time so that there is no wasted budget. Much like an investment portfolio, digital channels allow advertisers to "invest" budget in areas that perform and eliminate underperforming campaigns. Does radio, print or TV provide that capability? Once an ad is printed, filmed or recorded, there is no opportunity to make improvements or adjustments.
Your audience is online, and as such, you should already be engaged in digital marketing. At the very least, you should be strongly considering adopting a digital strategy. Google Think surveys found that 76% of patients were using hospital websites for research, compared to 32% using TV, 20% using magazines and 18% using newspapers.
With the ability to closely monitor digital campaigns and act on real-time metrics and feedback, medical marketers can see better returns on investment.
The mobile market is growing at an incredible rate. In fact, this year eMarketer predicts that worldwide smartphone penetration will reach two billion. Google research has already found that roughly 1/3 of patients use tablets or mobile devices on a daily basis for research and/or to book appointments.
The statistics below only go to show mobile’s rising prominence in the healthcare industry:
Of patients who found physicians and private practices on their mobile devices, 44% scheduled an appointment (Source)Year-over-year (2012-13) the number of consumers using mobile devices to search for healthcare services increased 22% (Source)52% of smartphone users gather health-related information on their phones (Source)
You’ve no doubt figured out by now that mobile should be a priority when it comes to your healthcare digital marketing strategy. Luckily, most digital marketing platforms will allow you to target users by device. Just make sure that your ads and landing pages are optimized for mobile devices, or you may end up doing more harm than good.
As part of the healthcare industry, you know that in any situation, everything can change at the drop of a hat. New market research makes your campaign irrelevant? Marketing budgets get slashed? Management isn’t sold on your execution strategy? This can mean big trouble if you’re dealing with prepaid campaigns and/or advertising programs that can’t be paused immediately.
With digital marketing campaigns, these crises are easily averted. The freedom and flexibility offered by digital advertising methods are invaluable! There’s no need to pay weeks or even months in advance, and you have complete control with the ability to turn these programs on/off with the click of a button.
Healthcare digital marketing is no longer a suggestion. It’s a requirement. Customer demand for digital is constantly growing and the benefits of a digital strategy far outweigh its disadvantages. At this point, it’s a no brainer. Digital marketing matters, and in order for your healthcare practice to be successful, you’ll need to meet patients where they are: online.
The use of electronic health records has come a long way since 2010, but EHRs cannot stand alone, warns a PwC report. The next challenge is integrating mobile health devices into the EHR and the provider–patient relationship.
The consulting company interviewed 1,000 physicians and physician extenders—nurse practitioners, physician assistants—to discover how they use digital technology and some of the concerns they have about incorporating it into clinical practice (http://tinyurl.com/digital-study).
The number of providers using smartphones and tablets is increasing. For example, in 2010, about 1 in 8 (12%) used mobile devices to check medical records. In 2014, the survey found that almost half (45%) do.
Certaines personnes préfèrent perdre des années de vie mais ne pas prendre tous les jours leurs traitements, selon les résultats d'une étude publiée dans la revue médicale Circulation: Cardiovascular Quality and Outcomes, une revue de l'American...
SOURCE February 16, 2015 Today, massive technological shifts – driven by Big Data, mobility, security and cloud computing – are rapidly transforming business and society. Entire industries are being completelytransformed, and healthcare is one of them. These trends are unlocking new possibilities for hospitals, researchers, doctors and patients. Perhaps easily predicted, because innovations in healthcare are critical, technology advancements are setting exciting new benchmarks for further innovation, but also these innovations are saving countless lives all over the world. While massive amounts of data (Big Data) are enabling better diagnosis and predictions, applications, wearables, and nanotech are revolutionizing healthcare by empowering the consumer to take care of themselves and to perform better in their personal and professional lives. After all, if we don’t have our health, what are we left with? With so many advancements already achieved and the growing desire to take our
La Haute Autorité en faveur de la reconnaissance du TDAH La Recherche Dans un document publié le 12 février 2015, la Haute Autorité de Santé (HAS) a indiqué ses recommandations concernant le Trouble Déficit de l'Attention avec ou sans Hyperactivité...
Ever wonder what patients really want from doctors?Is it the fancy buildings with marble fountains?Is it the board certifications and diplomas on the wall?Is it the expert medical jargon and starched white coats?
Health is a very serious and sensitive subject for the general public. As such, when people have problems with various health care providers, one of their first impulses is to complain to anyone who will listen—and now, thanks to social media, that can be a lot of people.
With that said, a lot of health care organizations are afraid to venture into the world of social media for fear that there will be a lot of negative chatter. But with 41 percent of people saying social media affects their choice of health care providers, it’s important to have a presence online. Don’t shy away from social media communication for fear of negativity—there is always bound to be some criticism. Just make sure that when the criticism does come, you’re prepared.
Below are three popular complaints patients share with brands on social networks and advice for how to respond to them:
Complaint No. 1: Symptoms
People turn to the Internet for everything—especially medical advice. You may find that patients are complaining about their symptoms on your Facebook wall or tweeting you questions about a disease they have. It’s important not to give a diagnosis via the Internet, but it is a good idea to respond to their query by directing them to a doctor or other appropriate health expert at your facility—that’s the easiest way to use social media to drive more foot traffic.
For example, if someone is complaining about a sore that won’t go away, you could direct them to the appropriate group at your hospital. “Hi Jane, thanks for reaching out to us about your situation. Please contact Dr. John Smith in our Wound Management Center at 555-7234 to set up an appointment.” The patient will appreciate the fact that they got a response and that they won’t have to do any additional digging for expert advice.
Complaint No. 2: The service is bad
If someone is spilling their guts on your Facebook page or blog about an awful experience they had at your facility, you definitely need to respond, but respond in a way that helps take the conversation to a private venue; you don’t need their negative experience to taint the minds of other potential patients.
Direct them to your customer service email address (or if the interaction is taking place on Facebook, you can ask them to direct message you). For example, “Hi Jeff. We are sincerely sorry to hear about your experience and want to do everything we can to correct it. Please email us email@example.com so we can get the full details and address the situation as quickly as possible.”
By taking this approach, you are putting the power in their hands to float their complaint up the chain of command to the appropriate people in the appropriate way—if they choose not to follow through, that is their prerogative and it is no longer your problem.
If they do choose to reach out under separate cover, make sure to respond to their email letting them know it has been received and in the right hands. If further follow-up needs to happen (perhaps an update on the status of their complaint), handle it through that same email communication.
But remember, social media alone can’t solve public perception problems. The best thing to do when you get complaints about bad service is to fix the service.
Complaint No. 3: Online difficulties
If people have trouble accessing certain parts of your web site or finding necessary information on your digital properties, they may tweet you or post to your Facebook page for help. If it is a truly technical question that you cannot answer alone, it is important to quickly talk to your IT team about what the potential problem could be and what key questions to ask the patient that may inform your answer (for instance, are they searching on Internet Explorer? Are they accessing it via mobile? etc.) If the complaint is simple—perhaps they’re just struggling to find a contact on the web site to set up an appointment—provide the information for them along with a direct link they can access for more details.
Remember, all of these responses are examples—before responding to anyone on social media, make sure you are following the proper internal procedures and speaking in your brand’s digital voice.
Lancé fin 2011, le plan « hôpital numérique », c’est le programme français de modernisation des systèmes d’information hospitaliers. A mi-parcours, 61 millions d’euros dépensés, 401 projets dans 248 établissements, quel bilan faire de cette initiative...
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