There are over 5,500 registered hospitals in the US. If you are going to let your healthcare marketing campaign succeed, you need to effectively target the right person, with the right message at the right time. This type of messaging has to reach patients, consumers and physicians. Also, your healthcare marketing campaign has to be driven by data to help you grow revenue, use your networks and increase the share of your market. Healthcare marketing involves using a collective group of marketing channels that are both online and offline and designed to align with the objectives mentioned. Here is a quick guide to healthcare marketing:
- Prepare for new roles for the C-suite and the governing boards
It has been predicted that healthcare consumerism is going to surge to new heights in the C-suite. Many health systems are going to reorganize themselves in order to meet opportunities and challenges created by consumerism. Hospital boards are going to form “consumerism committees” and raise consumerism to become a pillar that is central to governance together with quality, finance, safety, population health and physician relations.
- Huge improvements in Natural Language Processing or NLP
For a lot of health systems, a lot of digital investment has moved toward Natural Language Processing or NLP. NLP lets organizations understand the voices of their patients instantly. With a powerful algorithm, patients’ comments are analyzed along with their voices, parsing the commonalities and organizing them through sentiment, demographic or any more factors that a healthcare marketing system could find useful. At the moment, most health systems are still tentatively exploring NLP along with pilot programs. It is improving at a very promising rate.
- The time for service recovery is going to be minimal
When customer feedback is going to be combined with NLP, intervention is minimized and service recovery will be much easier. Patient complaints are no longer going to have to wait for analysis by humans. Algorithms can automatically identify opportunities for important clinical and experiential follow-up that lets customer experience teams fix the right issues at the right time. The instantaneous intervention is going to extend even further and real-time feedback is going to eliminate any unnecessary lag times.
- Monitor your competition
The healthcare industry is quite a competitive market and the audience and patients that you target is also being targeted by your competitors. This is the reason why you should also analyze data about your competitors and identify competitive issues as well as influences so that you can have a plan to get ahead of your competition. You can use local media, internet, billboards, media and referrals so that you can get best practices and strategies from your competitors and apply them if they are effective and best them if you think you can do better.
- Aim for localization
Local searches are getting a steady stream of patients and customers all over the US in the healthcare industry. A good healthcare marketing strategy would aim to localize their healthcare marketing campaign by adding local keywords in their content and their SEO. Google’s algorithm changes about 500 to 600 times every year so it’s almost impossible to keep track of their actual algorithm at any given point in time. Google, however, gives hints on major changes and one of them is the Google “local 3 pack” in desktop search results.
- Target preventive healthcare strategies
Let’s admit it, no matter how good of a hospital you are, nobody wants to be a patient or get sick. Most patients did not choose to get sick and this should be a hint for you to not only focus on the treatment side of healthcare but also on the preventive side. Having a healthcare marketing that focuses on the preventive side will send a message to your patients that you truly care for them and that you are not only after moneymaking.