Eight out of 10 Americans search for information about health online. Three out of four health searches online start in a search engine, with consumers looking for information about treatment, providers and health conditions.
Are your potential customers finding you online, then? Maybe it is time to try digital health marketing. Here’s how this type of marketing helps you achieve the results you need:
Inbound marketing makes use of marketing strategy and efforts to find people most likely to use your service and convert them into customers. Content used for inbound marketing focuses on creating the right quality content that provides the answers, aligns with their needs, and helps them solve problems. In comparison to outbound marketing, which pushes emails, and other forms of communications at audiences who may not be receptive to your offer, inbound marketing pulls possible customers to you. They look for you online when they need you at the right time.
Majority of healthcare professionals aren’t comfortable with mainstream advertising. This is viewed as too pushy in trying to sell someone medical care. Ads, magazine inserts, brochures are important but not just for selling since these are used for information also. More important is to create content through websites, direct mail, infographics, blog articles and other marketing strategies that empower and educate consumers to live happier and healthier.
The kind of marketing that will work is one that will help consumers at a time of worry, stress and confusion, marketing that helps people and makes them want to be your provider.
Use Marketing Assets, Spend Less
Traditional advertising is expensive. Only a tiny segment of the population requires healthcare service at a given time, so that’s a lot of money spent to reach people who might not care about the message. Once the ad is not around in the marketplace, your money is also gone which makes this an expenditure.
When you utilize your dollars on content, you are putting it on an asset that you control and own. Relevant and new content on your website makes for better organic search. This translates to more people finding you when they need you.
Capitalize on What Works
Why spend a lot of money on traditional advertising that might not reach your potential customers? The money saved can be used to improve the delivery of health care services to patients. This doesn’t mean you cut back entirely on ads, magazines and other marketing push. This just means that you make the most of cost-effective marketing that has proven to be reliable.
A customer who finds you online, gets the right information and gets the service that is needed will most likely spread the good word. You not only gain a customer but you get referrals as well. That is better than having billboards that will be put down after a time. That will be appreciated more than flyers inserted in magazines that get thrown away. Go with what works and you will go miles.