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Key Marketing Considerations for Healthcare Practictioners

Key Marketing Considerations for Healthcare Practictioners

Even in today’s digital era, health care providers find it challenging to reach new patients and interact online given all the regulations the healthcare industry faces. But one can no longer ignore the many opportunities offered by social media. These opportunities include using data to better understand patients, reputation management, and supporting the patient with relevant health information throughout their care lifecycle.
Yes, Social media is a place you need to be considering since social media and community management are the strongest drivers of growth in the digital and social arena. The key to leverage social media is knowing how to use various online platforms most effectively. The following ideas are a great place to start.

Develop Valuable Content
Content is a valuable asset for general marketing. Harnessing this content to drive engagement is critical for healthcare practitioners in 2017. Healthcare practitioners must consider the following:

  • –   Providing updates on new technologies
  • –   Introducing new doctors in a practice on social networks
  • –   Answering questions on various topics (e.g. how to reach doctors or hours of operation)
  • –   Delivering generic pre- and post- operative care information
  • –   Offering patients any updates that relate to the practice itself

Once the content is created, it’s time to distribute, whether that’s through your influencer network, or organic social posting.

Be a part of your patient’s journey
35% of adults say that at one time or another they have gone online specially to try to figure out what medical condition they or someone else might have. 26% say they read or watched someone else’s experience about health or medical issues in the last 12 months. 16% of internet users say they went online in the last year to and others who might share the same health concerns.
Now, online research is a critical part for the patient journey. Like it or not, the patient-doctor relationship has changed and patients are often beginning their research before speaking to doctors.

This journey is becoming increasingly social. Patients are searching for stories about disease and health experiences, often looking for social interactions to
help them navigate through their health concerns.
This includes consulting online reviews or rankings of health care services and treatments (30%) and reading or watching content that documents other patient experiences (26%).

The takeaway is to use social channels and content marketing to ensure that your organization is there at the beginning of the patient journey. These initiatives need to account for the new ways that patients collect health information, accepting that patients are now more active in their own journey and will supplement online guidance (from doctors) with online activity

Stay top of mind with education
Patients are searching online for medical information throughout their patient journey. Doctors
and health care professionals have a huge advantage over most sources online (such as consumer forums and Wikipedia) and can build positive brand equity by providing accurate and authoritative answers. From YouTube channels to podcasts to topic-based health communities, information is the new brand currency.

Listen and measure
Monitor social conversations to better understand unmet needs of patients, gather insights about the patient experience, track the impact of social media activity on website traffic and new patient inquiries, and monitor your brand’s share of voice in relation to competitors

© Copyright 2017 DEL TERRI, LLC.