The healthcare industry plays a huge role in many of our lives. Yet marketing in the industry provides many unique challenges, leaving smaller practices out in the cold.
As such, you’ll need to rethink your marketing strategy. By using an AIDA-driven (attention, interest, desire, action) approach, you can expand your client base while keeping your existing patients.
So how should you spend your precious marketing resources? Keep reading to find out about five tactics that you can use to grow your healthcare business!
1. Follow Your Audience
Advertising has seen some huge shifts over the last several decades. One of the biggest is the democratization of customer/business interaction, especially on digital platforms like social media.
In short, people are no longer captive audience members. They choose what messages they see, as well as when and where they see it.
It’s your job to follow the trend and get with the times. Use your company’s customer data to find out which platforms your audience uses the most and invest your energy where you know customers are instead of where you hope they’ll be.
2. Establish Your Credibility Through Content
Consumer choice also means that healthcare brands have to gain the trust of their potential clients. One of the best ways to do this is by crafting original, thoughtful, and informative content.
Add a blog page to your website and write about the kinds of things your audience wants to know about. Things like health tips or content about relevant trends in the industry always perform well.
As you start to create, look at things from the perspective of a patient. What sorts of things would you want to know about?
3. Optimize For Mobile
Experts predict that by 2025, 72% of people will access the Internet via a mobile device only.
To make sure your healthcare company is prepared, you’ll want to double-check that your website is mobile-friendly. Patients should be able to access all the features of your desktop site even if they’re using a smartphone.
4. Follow-Up With Existing Patients
Don’t get so caught up attracting new clients that you forget about your existing ones. It’s often far more affordable to keep a patient than try and gain a new one.
Tweak your customer relationship management (CRM) strategy to include more attention to your current clients. Send follow-up emails after a purchase or appointment thanking them for their time, or send out periodic surveys to see how you can improve.
These may seem like small steps, but they show that you care and you’re listening.
5. Revamp Your SEO Strategy
There’s an old marketing joke that goes as follows: where is the best place to hide a body? On the second page of Google!
If you’re not showing up on the front page of Google, chances are your patients will never find you. As this healthcare marketing agency notes, around 72% of patients searched for health-related information within the last year.
Reassess your SEO strategy by focusing on industry-relevant keywords and utilizing current search engine trends such as voice search and mobile optimization.
Try These Healthcare Marketing Tips Today
The world of healthcare marketing looks fundamentally different than it did a decade ago. Make sure you’re using these trends so you can stay ahead of the competition!
And be sure to check back with our blog for more great marketing tips.