3 Tips to Optimize Healthcare Marketing
If you’re not online, you’re not where healthcare consumers are looking for you. Healthcare marketers without Internet footprints might as well be invisible, writes the CMO of a Web marketing company.
On Wednesday, Scorpion CMO Corey Quinn’s post on Forbes.com provides three tips on how healthcare marketers can optimize their online presence.
Quinn says healthcare marketers need to adjust to changing realities:
Patient behaviors and expectations are changing rapidly — and as a result, so is the world of healthcare marketing.
With the rise of urgent care centers, retail clinics and telemedicine in recent years, consumers now have access to a more diverse array of healthcare options. They are also more involved with their care decisions due to higher health insurance premiums and co-pays. Furthermore, they have grown accustomed to finding answers to their healthcare-related questions in a matter of moments thanks to the Internet.
Be Where Consumers Are — Online
One in 20 Google searches is about healthcare and about 62 percent of smartphone users seeking information at all during the past year are looking for health-related content, he says. And consumers aren’t just landing on proprietary sites — they’re on Facebook, Instagram and wherever Google takes them. So healthcare marketers need to be there, too, Quinn says.
Provide the Best Possible Customer Experience
Healthcare marketers can take a look at their sites and the brand interactions consumers will have in order to determine if the online customer experience is as good as a patient’s experience is in a facility.
If their first experience interacting with your organization is a negative one (even if it’s online), they may be left with a poor impression and choose another provider.
Here are a few questions to consider:Does my website have a modern and mobile-friendly design?
— Is it easy and intuitive to navigate?
— Does it immediately answer the visitor’s most important questions?
— Are my social media posts and ads relevant to my target audience?
— Are my posts and ads actually driving engagement?
Track and Analyze Results
This will help healthcare marketers anticipate consumer needs and create relevant marketing campaigns and programs.
They can track metrics such as time spent on the page, numbers of pages viewed, clicks and conversions (such as calls or completed Web forms).
Data-driven marketing is not only essential for validating current marketing efforts — it also provides valuable insights into how campaigns can be fine-tuned for better results down the road.
What do you think, marketers?
Please respond in the comments section below.
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