Healthcare marketing and its strategies are very different from marketing in other industries. Customers and consumers of most of the other industries are usually ready to sacrifice some standard of quality in order to get the required products and services at an affordable price. On the contrary, when it comes to healthcare, people are willing to go out of their way to spend extra bucks for better quality and service even if that may mean traveling to far off places or taking a loan from the bank.
Hence, the tips, tricks, and tactics that usually work pretty well in digital content marketing of most industries tend to fall apart piece by piece if directly translated into the healthcare industry.
Learn from Failures in Digital Healthcare Marketing
Success has always been a lousy teacher. Hence, to better understand what the digital marketing space in the healthcare sector demands to give a larger return on investment (ROI), we should look at some of the failures in the past.
Here are some pointers that most businesses do not realize when it comes to digital healthcare marketing.
1. It Is About Sharing. Not Showing Off.
Does your healthcare firm have cutting-edge latest equipment? Are you proud of it? Good, but do not boast about it on social media.
The best way to showcase your amazing healthcare products and services on the internet is through humility, pride, and a bit of empathy. As you address your institution’s state of the art equipment, proceed to emphasize on how it will benefit the patients over other conventional methodologies that exist out there.
A tech company or a jewelry brand may get off by boasting how awesome their products are and why the customers should spend more money on them. But a healthcare firm should never talk about pricing because when it comes to a person’s well-being, it is all about empathy, and flashing your prices on their screens like it is some kind of a hot sale may give the impression that you are trying to rip them off.
2. Education is Evergreen
Educating your audience is a healthcare marketing strategy that is not going to die, at least, anytime soon. Healthcare firms even have a moral obligation to provide well-research and high-quality information to the general public about various public health issues and concerns in an easily comprehensible format and language.
Many healthcare marketing campaigns fail or do not meet the expectations because they are too focused on their own branding and showcasing their success stories when in reality, a large part of the population associates healthcare with information and looks forward to learning something new when they come across such campaigns.
3. Inadequate Budget Yields Poor Results
You cannot expect a tremendous return on investment (ROI) from a very small budget. The greater your audience base is on the internet, the larger will your digital footprint be, and the more clients you will attract. However, spending an extensive amount on a single campaign will also do you no good.
You need to make educated decisions on budget allocation for each of your marketing campaigns. Factors such as advertising platform, target audience group, the intent of the content being marketed, and shareability of the content play a vital role in determining the ideal budget. If you are unable to set your foot down on a particular budget, it is alright to go slightly higher until it does not become an overkill.
4. Track and Learn from Previous Campaigns
A big blunder many businesses do is that once an ad campaign ends, they never look back at it. They fail to realize the importance of retrospection of action, especially the failed ones.
Your healthcare firm can learn a lot from analyzing past campaigns on various social media platforms and search engines. In fact, the more campaigns you have to analyze, the batter your results and predictions are going to turn out. Digital marketing, irrespective of the niche, is a highly iterative process.
You can gain very useful insights into what your audience is liking and what kind of content does not seem to be working. Further, you can even apply the unicorn strategy by deriving inspiration from your own past content rather than a competitor’s content. This improves the originality and authenticity of your organization.
Keep track of your audience from previous ad campaigns also enables you, as a digital healthcare marketer, to analyze if you are targeting the right audiences and which audience group is showing the highest conversion rates. Through this process, your target audience group keeps getting more refined over time, and so does your organization’s conversion rates. The more relevant the audiences are, the higher will be the conversion rates.
5. Do Not Underestimate the Impact of Videos
Videos are truly the best pieces of shareable marketing content; any niche can probably deliver cost-effectively at present. The fact that a social video sharing platform, YouTube, is now also the world’s second-largest search engine only goes to show the power and impact videos can have on the internet.
From education to entertainment, from tutorials to news, most people prefer to watch videos instead of hearing podcasts or reading blog posts. Companies and organizations also have the flexibility to interact with their audiences on a personal. This is particularly a large boon for the healthcare sector because the feelings of empathy and the emotion of care can be better conveyed to the viewers using visual techniques with an added flair of carefully curated background music, narrative, or both.
Moreover, video marketing statistics show that 65 percent of the surveyed people prefer to learn through visual methodologies rather than relying solely on audio or text-based content.
As the famous quote goes, it is wiser to learn from the mistakes rather than to waste time making them yourself. This is why the five pointers will work as a solid ground for you to make your future content marketing campaigns more successful and reap greater returns on your investment.
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Donald is a business editor who writes about various topics such as technology, health and finance. He works along with the colourful folks that build a nation through tech startups. He is also a professional football player and video games enthusiast.