The evolution of healthcare marketing from traditional to digital
In the past, healthcare marketing has focused on traditional tactics such as print, TV, radio, and direct mail. Marketers would launch campaigns and hope for the best, unable to make real-time adjustments once the ads were published.
Hospitals also had an easier time acquiring patients because the population was, in general, less proactive about their health. Plus, healthcare costs were much lower than they are now, so patients did not reject or delay procedures based on cost, as happens presently.
Today’s healthcare consumer is much different than the healthcare consumer of the past. Patients are healthier, live longer, and rely on healthcare organizations less. Today’s patients are also able to do extensive research online, which means they are more particular about the services they receive. They also have access to physician reviews, ratings, and online forums to interact with other patients who may have similar conditions.
As Becker’s Hospital Review explains, “Hospitals are dealing with consumers who are remarkably smart, demanding transparency and two-way communication from their healthcare providers.” To appeal to this new brand of consumer, healthcare marketers need to adopt innovative digital marketing tactics.
6 Digital marketing strategies to leverage in 2020
? Optimize for search (SEO)
? Produce video content
? Engage via social media
? Create highly personalized campaigns
? Prioritize analytics
? Update your email strategy
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