CXO Bytes

The role of digital marketing in the healthcare sector

Digital marketing

In recent years, the healthcare sector has seen a significant shift towards digital marketing. With the rise of social media platforms and the increasing number of internet users, healthcare providers are now able to reach out to patients in a more effective and efficient way.

 

A report by Accenture found that 75% of patients are interested in using technology to manage their health, indicating a growing demand for digital solutions in the healthcare sector and a survey by Healthcare IT News found that 87% of healthcare marketers use digital marketing to reach patients.

 

Digital marketing has significantly increased the reach and engagement of healthcare providers with their patients. With the use of social media platforms such as Facebook, Twitter, Instagram and specific apps, they can now reach out to a wider audience and provide valuable information about their services. These platforms allow healthcare providers to engage with their patients in real time, answer their questions, and provide support. This improved communication can result in better patient outcomes and overall satisfaction.

 

Communication with reference to healthcare and medicine is simplified on social media channels so that it is easily comprehended by a wide audience range. Important messages are now packaged in layman’s terms to create relevance and educate audiences. Bite-sized, engaging videos can communicate complex topics in simple ways.

 

Traditional marketing methods such as television commercials and print ads can be expensive and have a limited reach while digital marketing is cost-effective for healthcare providers. It is relatively inexpensive and can be targeted to specific demographics. This means that healthcare providers can reach their target audience more effectively and efficiently without spending a lot of money. Digital marketing allows creatives to repurpose assets in several ways, thereby saving on heavy production costs.

 

Digital marketing has also improved the patient experience. Patients can now book appointments online, access their medical records, and communicate with their healthcare providers through messaging apps. This has made healthcare more accessible and convenient for patients, resulting in better patient satisfaction.

 

Through digital marketing, healthcare providers can establish themselves as experts in their respective fields and gain a reputation for providing high-quality care. This can lead to increased patient referrals and ultimately, more business for the healthcare provider.

In addition to increased brand awareness, social media has made the world a smaller place and global news or information on healthcare is available at one’s fingertips empowering patients and making it crucial for healthcare providers to be honest in their communication.

 

Digital marketing allows healthcare providers to target their marketing efforts to specific demographics. For example, healthcare providers can target their marketing efforts to people who are searching for specific medical services or have certain medical conditions. This targeted approach can result in higher conversion rates and ultimately, more patients for the healthcare provider.

 

This also brings me to the point that digital marketing is also data-driven, which means that healthcare providers can track the success of their marketing efforts and make data-driven decisions. Through analytics tools, healthcare providers can track website traffic, engagement rates, and conversion rates. This allows healthcare providers to adjust their marketing efforts and make data-driven decisions that can lead to better results.

Search Engine Optimisation (SEO), Pay Per Click (PPC) Advertising and the ever-evolving mobile technology available, help reduce the cost-per-acquisition (CPA) significantly.

 

With the continued growth of the internet and social media, digital marketing will continue to play an important role in the healthcare sector. Keeping up with rapidly advancing technology and exploring innovative marketing tactics is a sure-shot way for your brand to leave a mark on the minds of your target audiences.

 

(The author is Rahul Gupta, Founder & Chief Creative Officer, By Design, and the views expressed in this article are his own)

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