Over the last couple of decades, digital marketing has become vital to all industries, including the healthcare industry. In fact, the healthcare industry can benefit more from a good medical marketing strategy as compared to other industries since most people turn to online sources of health information. Studies show that 1 in 20 Google searches are linked to health and 44% of people who research doctors or hospitals on their mobile devices go on to schedule appointments. Digital healthcare marketing is now an indispensable part of marketing strategies for large corporations as well as health start-ups. A customised robust healthcare digital marketing strategy that encompasses mobile marketing, social media marketing, and search engine marketing will generate leads for a company’s sales funnel and catapult them to the top of the online market in health care.
4 Basic Principles To Conquering The Online Market In Healthcare
When building a healthcare marketing campaign, the goal is to generate leads and then convert these into sales. It is important to have a clear path so that you can guide potential customers from the top of your sales funnel all the way through. Here are the 4 basic principles that are necessary for a successful healthcare marketing campaign.
1. Create Awareness
Whether you are a reputed healthcare brand or a new one, creating awareness about your products and services is the first step to keeping your audience informed. Websites with higher visibility and crisp content work as brand awareness channels and provide you with a better position in the online market for healthcare products and services. Small health care businesses will benefit most from their blog section as studies show that businesses that post blogs at least once in 3 days have 3 times more traffic than businesses that blog just once a month. Social media is one of the best ways to generate new leads and spread brand awareness which is why it is a key component of any social media and healthcare marketing strategy.
Once your reader knows who you are, you need to keep them engaged and convince them to choose your products over your competitors. Video interviews with doctors, customer reviews and testimonials, and engaging content are effective ways to differentiate your product or service as well as establish a connection with the reader. An email marketing campaign at this stage can be used as a consistent communication tool as well as a sales tool. A recent study showed that 45% of all consumers who were polled had purchased at least one item based on a promotional email they received.
3.Timely Communication With Existing And Prospective Customers
Given our fast-paced lifestyle, it’s no wonder that people value their time and respond positively to timely communication. Providing a quick response to queries or comments will help to establish authentic relationships with your customers. Surveys show that most companies have an average response time of 10 hours on social media platforms but customers expect a response within 4 hours. Responding in a timely manner strengthens relationships which leads to more revenue. At this point, infographics or factoids on your products and services will help to cement the relationship.
4.Make your product/service more desirable
Whether through price point or special features, be sure to make your brand stand out among your competitors. At this point, discounts, offers, guarantees, and free delivery will serve to make you and your product more desirable. However, keep in mind that it is equally important to create a clear path to action for your leads.
Strategies To Improve Your Sales Funnel
1.Create A Great Landing Page
The landing page of your website is the first impression that a potential customer will have of your brand and your services. This is why it is important that your landing page is visually appealing, de-cluttered, and reflects the tone of your content and your site. While “fun” landing pages work well for some businesses, when it comes to healthcare sites, it is better to opt for an attractive but professional look. A simple layout with a large headline copy and a featured image would be a good choice.
2.De-clutter Your Site Navigation
De-clutter the navigation menus on your site so that your call-to-action (CTA) buttons are more prominent. This will ensure that your visitors follow through on the CTAs, rather than simply bouncing from page to page. A recent study found that removing the top and sidebar navigation on checkout pages increased the checkout rate by 10%.
3.Determine Where Social Media Fits Into Your Funnel
When it comes to social media and healthcare marketing, you can choose to include it at the top of the funnel or throughout. Using social media at the top of the funnel brings traffic to your site and then to the sales funnel from there. However, you can also use social media and healthcare marketing in the middle to improve customer communications by answering your customers’ health related queries. Healthcare social media marketing strategies should also constantly deliver value to the online community to build brand loyalty.
4.Invest Wisely In Pay Per Click Ads
Pay per click (PPC) campaigns allow you to place your advertisements on other websites and you pay each time a person clicks on your ad. Investing wisely in PPC ads will allow you to draw in your target audience using paid promotions. PPC ads are great for small health businesses as they produce quick and measurable results.
5.Capture Leads Through Newsletters And Subscriptions
Newsletters are a good way to strengthen existing relationships as well as build new ones. Lead generation through newsletters and subscriptions requires a focused strategy. Newsletter should be focused so that they cater to your specific target audience; the goal is not just to capture leads but to convert those leads into sales. Create multiple newsletters to cater to niche groups – this means that instead of a health newsletter that has topics covering diabetes, infertility, and heart disease you can have 3 separate newsletters with articles dedicated to a specific condition. This will increase the number of qualified leads which will have a positive impact on your sales.
6.Convert Leads Through Testimonials and Reviews
Studies show that 88% of consumers trust online reviews as much as personal recommendations. There are several ways to boost testimonial volumes but one of the most effective methods is to use social media platforms to reach out to your followers urging them to write review on your healthcare products. Products that have 50 reviews or more have a 4% increase in conversation rates.
7.Use Pop-Up Offers To Reduce Shopping Cart Abandonment Rates
Shopping cart abandonment is a common problem but it also provides an opportunity to generate sales through conversion marketing tactics. Exit intent technology is an algorithm that reacts to shopping cart abandonment in real time by triggering an incentivized pop-up to retain the customer. These targeted pop-ups can depend on the items that your customer has shown an interest in or on the pages they viewed while they were on your site. Collect shoppers’ email IDs early on so that you can send them an abandoned cart email sequence to entice them to return.
8.Use Personalized Call-to-Action Text
Call To Action (CTA) text can be personalized and targeted. These CTAs allow you to provide the right CTA to your customers based on whether the person is already a lead or not. Studies show that targeted CTAs have a 42% higher view-to-submission rate than regular CTAs.
One of the most important aspects of a healthcare digital marketing strategy is choosing the right marketing technology as outdated solutions or non-integrable systems can disrupt operations and cost you sales. A medical advertising agency can help to overcome these issues as well as provide you with the most effective strategic healthcare marketing plan based on your requirements and budget.