According to a Gartner study on digital marketing, many industries are increasing their marketing budgets this year. However, some industries, Healthcare included, are continuing to dump significantly higher funds into traditional marketing methods, which can’t be measured as effectively as digital efforts. In a world where consumers are increasingly transitioning their news and research mediums from television and radio to online sources, a lack of digital marketing is a gross misstep by any industry, especially healthcare.
Along with adhering to the growing trend of researching healthcare information online, the benefit of digital marketing is the ability to track potential and current patients’ behavior and conversions, illuminating which format and tone of messaging is effective. Three-quarters of U.S. citizens prefer researching topics regarding their personal health before seeking professional, in-person medical advice. In order to capture the attention of this burgeoning self-searching consumer, it is vital for pharmaceutical and healthcare providers to invest not simply in digital marketing, but also in a great digital marketing team.
Effective healthcare marketing teams will develop and implement a plan that educates and engages current or potential patients in a cost-effective, measurable way. To build a great digital marketing team for your healthcare brand, focus on developing the following characteristics:
1. Able to plan in months, not just years
A hospital’s digital marketing team needs to begin with a solid plan that addresses short and long-term goals. Because data is available to us online instantly, there is no reason to not generate monthly or quarterly plans in lieu of locked-in, stagnant annual plans. This opportunity for frequent measuring and flexibility is vital to capitalize on new opportunities and react to market performance changes. If a paid search campaign isn’t delivering leads, there is no need to wait several months to make adjustments: that’s the beauty of search. And that’s just one way healthcare brands can ensure their budgeting dollars are being spent wisely.
2. Cognizent of multiple marketing channels
A sufficient digital team features members who have experience marketing through multiple channels, such as email marketing, paid advertising, mobile apps, and local search. Often this means using a CRM (customer relationship management) tool. In healthcare, a CRM tool allows hospitals to comply with critical healthcare reform demands, such as sending appointment follow-ups and delivering literature for procedure preparation or recovery.
3. Proficient in social media
Healthcare marketing teams need to have a thorough understanding of how to use social media for the overall brand development. Along with allowing brands to reach new patients, social channels provide a way to signal to Google that a brand is relevant and committed to its audience. We especially want to emphasize the importance of using Google+ as a hub for sharing news, engaging in conversation, and encouraging online reviews.
4. Willing to rely on analytical thinking
From email marketing to website behavior, every aspect of an online business can be tracked. Team members who understand the digital trends and can draw insights from analytics will be able to communicate what impacts sales and why a web page sees an increase (or lack thereof) in traffic. Effective digital healthcare marketers will then be able to incorporate the data into creating even more successful marketing strategies, starting with sharing digital wins across all service lines. This application takes practice, and in many instances, training from outside resources, but the investment will change the way your organization measures success.
5. Eager to invest in content creation
Digital marketing hinges on website content, but this doesn’t just refer to an influx of words on new pages. Rather, this strategy refers to the creation of engaging, educational content that transforms the visitor into a patient and inspires him or her to share content across social networks, further expanding the potential audience. By referring to keyword research as an indication of what questions your organization can answer for patients, as well as what topics have significant search volume and opportunity for patient acquisition, a content strategy will enhance the quality of your hospital’s website while simultaneously catering to potential patients.
Times have changed for the healthcare industry. Now it is the patient who is in charge. This awareness should fuel all marketing efforts, especially inbound. It is critical to realize that a website without sufficient content will struggle to retain, much less convert, traffic coming in from paid ads, organic search rankings, or social media avenues. A digital marketing team must not only understand the evolving online marketplace, but also be able to educate, engage, and empower the audience with quality content and task-oriented websites.