No field of business can be successful without marketing. This is especially true today when marketing became both highly effective and highly accessible through the Internet. The health industry has completely revolutionized the way that they are presenting themselves to the public, especially now when corrective medical procedures are so popular and sought after.
As a business in the health industry, you are probably aware that other businesses are wasting no time and they are targeting customers online, especially through social media.
In 2019, digital marketing will become even more important and more challenging than it ever was. The shift from traditional marketing to digital marketing continues on a large scale so we will take a look at the trends and opportunities for health businesses online.
Is Traditional Marketing a Thing of The Past?
If you are looking for a brief answer, then the answer is no. For health businesses, traditional marketing still provides good value. This is mostly due to the fact that some businesses target senior citizens who have not entirely adopted the Internet as their main source of information.
In that sense, flyers, billboards, TV and radio ads and even newspaper ads will continue to promote health businesses.
Why Digital Marketing?
Digital marketing for the health industry opens a new door toward growing the business and reaching out to potential customers. An efficient digital marketing strategy needs to tackle all aspects at once: a trendy website, social media exposure, SEO optimized content, and most importantly - value.
In the health industry, it is crucial to present a positive image. It is not about how great your work space looks (even though that helps as well!), but what you can do for your customers.
If you have been on any social media platform, undoubtedly you have seen ads from health businesses promoting their services.
Usually, they come in a form of before and after images, videos of procedures and happy customers serving as brand ambassadors by sharing their testimonials.
Social media is a very powerful tool for health businesses. This is especially true for dental services and esthetic procedures. In a time when the external appearance is highly valued and constantly admired on social media, no wonder such content is getting a lot of attention.
People nowadays trust the information they see on social media. This is especially true if the information comes from a reputable source.
Creating shareable content and visuals that show customers what your product or service can do for them is the thing that will get people interested and encourage them to do their research about you.
In most of the cases, health businesses operate on a limited geographical area. Targeting the people in your area if you are running one such health industry business is the best thing to do since they are more likely to become your customers than people who live miles away.
Local targeting can work wonders if done properly. The most common ways that businesses in the health industry use for their promotion is content and social media since they have proven as most effective. High-quality content which is specifically written to target potential customers in the area of the business is beneficial because of these two main reasons:
It increases your ranking on certain keywords - when people search for a local business, they tend to type in the location in order to get more accurate search results. Working your way up the SEO ladder means that you are enabling users to find you
You are creating value - People form their opinion on the basis of how much value a business provides to them
Also, don’t underestimate the power of social media to help you out. Ad campaigns by location can help you narrow your target group down and help you maximize the ROI from your campaign.
Follow the Requirement
In today’s world of technology, outdated methods of work are simply not very efficient. People like getting information with only a few clicks.
Think of it as booking a table in a restaurant. Would you rather call the restaurant and book a table or go to their website, see the available time slots and do the booking there? The second option sounds more appealing to the majority of people.
The same goes for the health industry. People would rather do the booking online regardless if it is a dentist appointment or a regular medical checkup. Enabling this feature on your website can put you a step ahead of the competition. Make sure the availability shown on your website matches the availability of your staff so you can schedule work as a pro.
Promoting Products Online
While actions can be louder than words when it comes to service providers in the health industry, promoting a product requires a different approach.
Promoting a new dietary supplement or tablets needs to be done right in order to receive a positive response. A pharmaceutical product is not the same as a lipstick. If the lipstick doesn’t suit you, you can just throw it away, but if a pharmaceutical product doesn’t suit you it might reflect on your health in a negative way.
Promoting good and truthful content is what’s important here. Potential customers need to be aware of the ingredients, benefits and potential side effects. To provide real value to the customers, you need to present them with medical evidence and scientific studies to back up your claims. A catchy ad on social media might seem like the easy way out but if it not backed up by evidence that people can access it might fall through.
Marie Erhart is a Success Manager at FieldPulse, creators of field service software that lets you run your entire contracting business from a single app. She works with contractors to help them grow their business using best practices.