When we think of the healthcare industry, digital marketing is something that hardly comes to mind. We all know that the healthcare industry all in all tends to trail behind other industries at least by about two years in terms of marketing. Although, over the last few years every industry has welcomed digital marketing in their businesses due to its various advantages. The reason for this lies in the fact that in earlier days it was easier to reach the customer through the traditional ways of marketing, but now with innovations and technological revolutions, it is becoming difficult to target large audience through these traditional mediums. For most of us, a question that usually comes to our mind is how has marketing spread its footprints in the healthcare industry?
According to a recent report, 1 out of 20 searches on Google is related to healthcare. This is because, with the digital revolution, a maximum number of people are going online for finding information as well as for searching out a solution related to their health issues. So, reaching and engaging with today’s tech-savvy patients and physicians means digital marketing is no longer optional but a compulsion for hospitals/practices, pharmaceutical companies, insurance providers, medical equipment manufacturers or other organizations working in the healthcare sector.
Experts believe that digital advertising is going to change the healthcare industry completely. According to Pew Research Center, 72% of internet users have said that they searched online for healthcare information within the past few years. So, today the Internet has become a gateway for consumers seeking medical advice and healthcare web development allows this interaction to take place.
Nearly 84% of patients use both online and offline sources for researching the hospitals and doctors. Digital content plays an important role for scheduling an appointment.Keeping this in mind, the industry has started investing in making their brand more noticeable on the Internet. People like to read educational material in the form of blogs, articles, videos, etc. Patients have started educating themselves on the Internet about how technology is evolving, how complicated heart surgeries are done etc. Generating personalized experiences for the patients is the crux of content marketing.
Social Media Marketing
With increasing number of consumers researching on the Internet about issues related to health, it has become quite obvious that it is a high time for the global healthcare companies to take note. Luckily, they have. Recent studies have shown that approximately 96% of physicians own smartphones and 60% own tablets. Hospitals, clinicians, and even pharmaceutical companies have shifted their business to the focal point of online interactions- Social Media Marketing.
Social media marketing for healthcare is now becoming a fairly large business in its own sphere. One-third of consumers now spend their maximum time on social media sites like Facebook, Twitter, Instagram, YouTube, and other online platforms for health-related issues. This allows people with an opportunity to take a more active part in their own health decisions. A study done by searchenginewatch.com, states that 90% of respondents between the age groups of 18 to 24 years said they would trust the medical information shared by others on their social networks sites.
Social Media has become an active medium of communication between doctors and patients looking out for medical advice. 60% of doctors stated that social media has helped in improving the quality of care provided to patients by giving them a better knowledge of what their symptoms are and probably what their disease could be, which helps a physician in diagnosis.
It’s no secret that cell phones have become an indispensable part of human life in today’s society. Cell phones do more than just telling us who liked our latest Facebook post or an Instagram picture, they’re now starting to be a health necessity. Mobile friendly websites and apps for healthcare will bring indisputable lead in this shift and will become the future of healthcare marketing. Due to technological advances from smartphones, people are now using their mobile phones to check social media for health advice, prescription help, nutrition, and exercise.
The healthcare industry has realized the importance of digital marketing and its opportunities. Hospitals, physicians, etc. all are making now doing their best to make their businesses more mobile friendly. Healthcare industry will, slowly but definitely, make its name to mainstream digital marketing.
Digital advertising is the bridge between the healthcare industry and the consumers, a well-planned digital marketing strategy for healthcare service will help in providing improved services to the patients and thus enable them to reach through all the multiple channels to live a healthy life.
If you are interested in knowing more about the role and importance of digital marketing in the healthcare industry or have any query related to digital marketing, then contact us.