More and more, patients are relying on digital platforms to inform them about their health. Whether it’s a graphic on the COVID-19 symptoms to look out for or a Facebook Live Q&A session with an infectious disease doctor, patients are constantly looking online for answers to their frightening questions. In fact, according to Fluency Media, “30% of adults are likely to share information about their health on social media sites with other patients, 47% with doctors, 43% with hospitals, 38% with a health insurance company and 32% with a drug company.”
Because of this technology boom, hospitals are using digital marketing to increase patient acquisition. Here are a couple examples of digital marketing tactics that some of the top healthcare brands are implementing into their marketing strategies:
Social Media — Whether it’s on Instagram, Facebook or YouTube, healthcare marketers are avidly posting about health topics online. Patients are constantly turning to their news feeds for tips on how to stay healthy or for reminders on how to take care of their loved ones. In fact, according to Media Bistro “more than 40% of consumers say that information found via social media affects the way they deal with their health.” By posting patient testimonials, employee recognitions and health observance celebrations, hospitals are able to humanize their service, optimizing their chances at acquiring patients.
Email Marketing — Pretty much every person is carrying a smartphone with them at this very moment. Some may even be carrying two. Well, in these smartphones are thousands and thousands of emails being sent back and forth. Email marketing continues to be one of the most commonly used communication methods worldwide. Hospitals use email marketing to target specific audiences depending on the service line or objective behind their email. Whether it’s an email blast to promote a Q&A event with a doctor on COVID-19 symptoms or a reminder to schedule a mammogram during Breast Cancer Awareness Month in October, hospitals aim to ensure that every email campaign they run has clear goals, timeliness, and a targeted audience.
With the world going digital, brands are focused on doing the same. Now more than ever, consumers are turning to online platforms such as social media and email to help them make decisions. With such a competitive market, all healthcare marketers should make sure they too are taking part in these digital marketing strategies. Image Source
Did you enjoy this post? Dive deeper into social media content strategies for your hospital in my last post.