What is digital marketing for clinics?

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This article will explore what digital marketing for clinics consists of, the benefits and objectives it can achieve, as well as the key strategies, tools, and techniques used in this field.

In addition, success stories will be discussed, as well as the challenges and opportunities clinics face when implementing digital marketing.

What is digital marketing for clinics?

The implementation of digital marketing for clinics allows for the establishment of channels of communication and the promotion of medical services in constant change, updating, and high competitiveness.

Digital marketing has become a fundamental tool for the growth and success of clinics in the health sector. In an increasingly digitized environment, clinics must adopt effective digital marketing strategies to increase their visibility, attract and retain patients, and improve communication with their audience.

Why digital marketing for clinics?

It allows bringing the services of a clinic to a greater number of people and/or potential users, with the use of appropriate digital marketing strategies, efforts are focused on that part of the population with greater potential users and greater profitability.

Before performing digital marketing for clinics it is mandatory to execute a previous study that takes several phases and establishes certain parameters to choose the appropriate digital marketing strategy for each case.

Diagnose the current state of the clinic

This aspect is vital to establish which elements we should promote and prioritize in digital marketing, either because of their high profitability or due to their competitive potential.

There are several established techniques, no matter which one you use, the basic thing is the evaluation of the positive aspects, weaknesses, and opportunities. For example, we can take into consideration certain elements to locate strengths and weaknesses:

• Professional Expertise
• Special or unique training and services
• Extended hours, such as 24-hour schedules
• Emergency services
• State-of-the-art services
• Access and transportation facilities
• Short or long waiting periods
• Adequate climate control
• Comfortable facilities
• Different services in the same center. Comprehensive service.

With these tools, you can further enhance your patient acquisition strategy.

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These tools will allow us to do all of the following;

Clinic analysis

It should include three aspects to be able to design a digital marketing plan:

State of the health sector in the locality.

Competition study, which should include nearby clinics, located in the area, the services they provide, and their competitive capacity.

Forecasts of the sector, or its future expectations to evaluate new opportunities in an early manner.

Establish specific objectives for the clinic's digital marketing.

After the evaluation and analysis, to make a successful marketing plan for clinics, the specific scopes and objectives to be achieved must be specified. These should be quantifiable, relevant, and achievable.

For example, reduce waiting time in certain medical consultations, at a certain time, or reduce the delivery time of laboratory results or radiological studies, among others.

Different digital marketing strategies ideal for clinics

Content marketing;

It aims to expose certain materials targeted to a particular audience. This can be articles, infographics, or videos. In any case, the amount of content that exists today competes with quality material and language according to the customer to whom it is addressed.

In health services, reliable content is valued as that which is made or endorsed by a recognized doctor of the institution and specialty, although there are specialized companies that have professionals to write medical content.

The content is chosen according to the frequency of the problem or the interest of the population to which the text is addressed.

By knowing the public well, a suitable format can be established, either more visual or more reading, according to the previous study and segmentation of the population.

Email Marketing;

Allows the loyalty of known customers, with registration in the clinic, who can be sent periodically knowledge material, new services and products, and offers or complements of medical care.

Marketing in social networks;

It has become a direct means of communication, since most users have smartphones and social networks where information can be directed, according to the geographic area where the marketing plan is intended to have the strongest impact.

This tool will allow them to carry out their marketing strategy in less time;

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Video Marketing;

It is a very effective digital marketing strategy, which tries to include informative videos of medical services or topics of interest in medicine, prevention, diagnosis, etc. You can promote new equipment, processes, or services, as well as give a boost to those already known.

I share with you these tools that will enhance your offices or clinics,

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Bots;

They allow you to automatically establish communication with your user or patient, through a system of questions, answers, and predetermined actions that facilitate many processes in clinics such as appointments or general information about schedules and services. It is a tool widely used by many companies with success.

Live streaming;

It is a more sophisticated tool through which you can establish contact at the moment, where you can promote medical procedures or new tests and present technologies and innovations of the clinic. Everything is explained at the moment of use by specialists or professionals in the area.

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Inbound Marketing;

The methodology of Inbound marketing for clinics is to attract visitors to your website, and progressively present knowledge of the services promoted, emphasizing their comparative virtues and advantages over your competitors.

Include teleconsultation services as part of your medical offerings

It was in the year 2020 when the world ceased to be the one we knew.

The SARS-CoV virus brought with it many changes, and among them, teleconsultation (or remote medical consultation) was a tool that took on a very important role for doctors, clinics, and hospitals alike.

Therefore, now that we live in the new reality, teleconsultation should be present in your medical marketing strategy for the office, because you can take advantage of it in several ways.

Examples of success in digital marketing in healthcare centers

1. Florida (USA)

Pediatric Center: After-Hours Pediatrics

Dedicated to producing easy-to-read posts targeted to a specific consumer segment, such as working mothers who care for their children.

They have two editorial strands:

Doctor's Suggestion, wherein in a professional manner they explain topics of interest. The articles are written by pediatricians.

Recommendations to mothers: it talks about ways to prevent children's diseases, from the point of view of an experienced mother.

In this way, they combined a more professional language with experiences, anecdotes, and close first-person language of an average client or user of that health center.

1. Nebraska (USA)

Pediatric Center: Boys Town Pediatrics

They used the podcast by publishing 3 different types of podcasts:

Illnesses and accidents, from prevention to treatment, are made by medical specialists.

General advice for parents, about elementary care at different ages. Made by professional nurses, social workers, psychologists, etc.

Growth, development, and behavior of children and adolescents, written by psychologists provide solutions to everyday behavioral problems of children.

The healthcare sector is concerned with the human element of care, but special attention must also be paid to the digital reputation of each organization.

Data from different surveys show that 72.9% of patients are more likely to choose a provider with an "impressive online reputation."

It is important to keep in mind that each clinic is unique, so digital marketing strategies should be tailored to the specific needs and goals of each particular clinic.

Ultimately, the mission of Digital Health Marketing is to project in the digital sphere what is offered on the real plane, magnifying the reach of clinics, practices, hospitals, and sanatoriums, so that the service of healthcare professionals benefits a greater number of patients and succeeds in saving more lives.

In short, digital marketing for clinics is an imperative need in today's world. It allows reaching more people interested in medical services, improving online visibility and strengthening patient trust. There is no doubt that this strategy has the potential to drive the growth and success of any medical center.

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