Digital marketing is the new kid on the block that has been disrupting the way brands are built. The healthcare industry is also no different in this regard. But it surely has its own challenges as compared to other industries.
The Healthcare industry has a unique habit of being slow to adopt any new trends or technologies. This has been the case with digital marketing as well. Even today, there are some healthcare brands that still don’t have a website. Such examples are not too rare, but fortunately, things are changing at a faster pace now.
One of the biggest challenges that the healthcare industry is facing today is branding. The healthcare industry has always struggled with identifying and communicating its value proposition to consumers. The advent of digital technologies has made this even harder.
The reason behind this is simple. Healthcare providers once competed on reputation and word-of-mouth referrals. But today, as consumers have become more informed, they have started relying on digital tools to research their healthcare options. That makes it difficult for a brand to stand out from the competition.
Online Medical Reviews
A recent survey indicated that 74% of patients choose a doctor based on online reviews. While only 10% of patients leave online reviews after seeing a doctor. This means that about 90% of patients are not leaving any feedback for doctors online. And then there is also the issue of negative reviews. some healthcare providers are being pushed into a corner by these negative reviews even though many tend to be untrue.
In addition to this, social media has also given rise to ‘Dr. Google’. Patients come up with their own self-diagnosis based on their research before they go see a doctor. This trend has reduced trust in physicians and made it difficult for them to establish long-term relationships with their patients.
The Challenges In Healthcare Digital Branding & How to Overcome Them
The healthcare industry is becoming one of the most competitive industries in today’s marketplace. To compete with other healthcare providers, all healthcare organizations must implement a sound digital marketing strategy. In this way, it will be able to increase patient acquisition and retention.
To help you create an effective healthcare digital marketing strategy, we’ve compiled major challenges in healthcare digital branding. Besides, we provided solutions on how to overcome them.
Challenge 1: Bringing together the traditional model of patient care with digital marketing
Many healthcare providers are still stuck in the traditional model of patient care. To be effective, they need to blend the old with the new. This includes understanding how their patients use the internet and social media. And also providing convenience through an excellent website and content that can help patients understand their medical conditions better.
Challenge 2: Make sure that all your digital marketing efforts are in line with your overall brand strategy
The success of your digital branding efforts depends on whether your overall brand strategy is well defined or not. That is why you need to identify relevant goals and KPIs. Then, make sure that all your digital marketing efforts are in line with them. You also need to figure out how you want your brand to be portrayed online. Not only that but also what would be the best way to achieve it.
Challenge 3: Creating consistent patient engagement
That can be done by matching patient expectations with services provided by you. Moreover, communicate this effectively through your digital channels.
Hospitals Are Investing More Money In Digital Marketing Than Ever. This Is Why
The healthcare industry is one of the most important industries in today’s world. Thanks to technological development, it has become essential for medical sectors to invest in marketing and promotion as well.
According to a report by McKinsey&Company, Healthcare organizations are now spending more money on digital marketing than ever before. They want to attract patients by creating a positive brand image and improving customer experience. Hospitals that have invested heavily in digital marketing are experiencing higher growth rates and better outcomes.
According to Gartner, healthcare companies are well aware of the importance of digital branding and marketing. In 2019, their annual spend on digital marketing was $9 Billion. It’s expected to grow at an average rate of 11% yearly.
Your Online Brand Speaks Volumes
It has become abundantly clear that a healthcare organization’s online presence is where the action is today. Healthcare consumers are logging on to search for products, to buy, and to learn about new treatment options. If you don’t have an online presence or an online brand, you won’t be able to reach the healthcare consumer. The old adage “a picture is worth a thousand words” can be applied to the healthcare industry in this context. It’s a well-thought-out digital brand that can communicate volumes to your customer base.
How Healthcare Organizations Can Do a Better Job of Branding & Digital Marketing
Healthcare organizations must understand the importance of digital branding, and start focusing on creating a more effective online presence. Digital Marketing is a complex process having many levels and utilizing multiple channels to meet the needs of audiences. There are different ways to accomplish these goals. But it’s best to hire a specialized agency in healthcare marketing if you want to succeed in today’s digital world.