A few years back, if someone had to see a doctor, they just visited the nearby known clinic or hospital and consulted. But as in any other case, things have changed in the healthcare industry as well. As hospitals, clinics, labs, and doctors increased in number, they had to resort to marketing to make themselves known and attract patients from even far and wide.
A new boom emerged in the sector with the advent of digital marketing. Now, hospitals welcome guests even from foreign countries, thanks to the power of various digital marketing initiatives they undertake. A huge number of people today are looking for healthcare solutions online. So it is only natural that the healthcare industry cannot leave out this potential. Mobile Marketing, Content Marketing, Search Engine Marketing, Social Media Marketing – the possibilities and options are many when compared to traditional forms of marketing. Especially marketing through social media and SEO activities have proved to bring outstanding results.
Let’s take a look at some of the statistics regarding digital marketing in healthcare.
1. 40% of healthcare customers say that the information they found in social media has influenced the way they handle their health.
2. People between 18 and 24 years of age are more than two times likely to discuss health-related matters in social media than those between 45 to 54 years of age. 90% of respondents in the 18 – 24 age category say that they trust medical information available in social media.
3. A significant number of smartphone owners now have at least one health-related app downloaded on their phones. This could be weight-loss apps, fitness apps and so on.
4. A good chunk of healthcare professionals now uses social media for professional networking.
5. About 60% of doctors say that social media has significantly improved the quality of care offered to patients.
So, it is an indisputable fact that hospitals and other healthcare facilities should be focusing on creating quality content – be it videos, blogs, articles, patient stories, interviews and various other social media engagements to keep their customers engaged and interested.
Trends to keep an eye on in 2020
With technology and digital marketing trends changing almost every day, it is important to keep a close watch on what is happening in the sector. Listed below are some of the facts that every healthcare marketer needs to understand and lend their focus:
Consumers are big-time researchers
These days, every customer does research on the hospital, the facilities, the doctors and even their own conditions before planning to make a consultation. All this information is available online and this turns them into avid researchers. So it must be noted that the doctors no longer have the final say in terms of healthcare-related matters, a fact that marketers too need to keep an eye on.
Target the payers and consumers
Healthcare marketers deal with different audiences, depending on the product or service being offered. Doctors make up the primary target. They prescribe and advocate products and even buy them. However, the trend is that decision-making in this regard has shifted to healthcare consumers and payers. So the marketers need to concentrate on the consumers and payers.
Digitals channels are dominating traditional marketing
The biggest growth for medical, diagnostics, and pharmaceutical device marketing budgets is happening in digital sales material, mobile apps, and social media. Consumer marketing tricks are shifting sharply to digital ads, social media, and mobile apps.
It has been noted that people use search engines too and before booking appointments, empowered by the digital content. Among this, a large chunk of people is known to be making appointments through mobile phones.
India at the helm
The Indian healthcare market is expected to hit US $280 Billion by 2020. This is also attributed to the adoption of digital techniques by the industry that attracts medical tourism clients to the country.
So if you are a healthcare practitioner or institution looking to rope in the right digital marketing strategy, plan it with one of the best digital marketing agency in Kochi, SocialPulsar. With sound know-how of all the digital marketing trends in 2020 and beyond, our exclusive and expert SEO and social media marketing services are the very best and among the most effective in the industry.
So drop in a mail or call us soon.