Healthcare Marketing in 2023
If you’re a healthcare brand in 2023, you may be constantly hearing the phrase “healthcare marketing has changed” . However, this is only partially true. Here’s what’s really happening: healthcare has not only changed but is changing constantly and with this ever-changing playing field comes the need to adapt. It’s time to rethink your marketing strategy.
Many brands may think that the best way to keep on top of their marketing strategy is to keep doing what they have been doing thus far. Although this may work, the issue is that their growth will eventually plateau. While their growth comes to a stop, other brands that adapt to the changes will keep growing and expanding.
Healthcare marketing has become such an ordeal in the healthcare industry that most brands have opted to outsource their marketing needs to marketing agencies. This trend will only continue to be more and more prominent.
NewGen is a premier marketing agency dedicated to helping healthcare brands reach their marketing goals. We understand the importance of an efficient marketing strategy and take into consideration your brand’s image and current marketing trends.
What is a Healthcare Marketing Strategy
Healthcare marketing is similar to normal marketing but the key differences lie in content, audience, trends, and more. Content creation is one of the most important aspects of healthcare marketing. Quality content needs to be engaging and fresh. This kind of content will attract more visitors to your website or social media page. Content creation relies heavily on your target audience.
Your target audience plays a vital role in your marketing strategy. If your brand primarily focuses on spine care for individuals over the age of 50 then your marketing needs to be geared toward that specific audience. Your content will need to be appealing to the people you are trying to reach.
When it comes to healthcare trends, your best bet is to stay on top of them and consider how they will affect your strategy. Having a balance between evergreen content and trending content is also vital as content that is in line with current trends will not stay trending for a longer period of time. When all these factors come together and are employed properly, they make for an efficient marketing plan. However, growing brands have found it difficult to manage, maintain and dedicate the necessary time and resources to an effective marketing strategy.
Considering an Agency
More and more growing healthcare brands have opted to outsource their marketing to a healthcare marketing agency. This is because being able to outsource your marketing to an agency has a number of advantages. These advantages include cost, time, and overall growth just to name a few. Outsourcing your marketing means that your brand has more time to focus on other, more meaningful tasks.
In addition, you may not need marketing help year-round meaning you can adjust your marketing budget at any point and your marketing agency will adapt to this new budget. Having the help of a healthcare marketing agency can increase the rate at which your brand is expanding. An agency is professional and knowledgeable in healthcare marketing, and putting all those skills into practice will help expand the reach of your brand.
5 Ways to Help Better Your Healthcare Strategy
If you have a marketing strategy in place already, consider these five tips to take it to the next level:
1. Create a seamless digital patient experience
The consumer of today expects to engage on their terms. It is essential to pay close attention to the patient experience when developing a healthcare marketing strategy and to let the patient access your health system through the channel that is most convenient for them. Find out where patients are most likely to engage with your health system. In addition to your health system’s website, third-party physician listings, or engagement center, these introductory touch points are collectively referred to as the digital front door.
After their first engagement with your health system, how likely are they to engage with your health system again? By mapping the patient journey, you can identify which actions result in conversions and which actions will cause a patient to exit. The ideal approach would be to map multiple journeys across service lines, collaborating with clinicians, revenue cycle specialists, and patient-facing staff to capture whole care episodes and identify friction points.
2. Build a consistent brand
The consumer won’t purchase a product or service they don’t know or trust. Similarly, consumers won’t choose a hospital or care team that they’re unfamiliar with. It is important to allocate an appropriate budget to brand building in order to reduce the overall cost-per-acquisition.
Take a look at what makes your health system unique, and what attracts customers. Design marketing campaigns that spread awareness and activate your brand by identifying one crucial factor that attracts patients. The best way to build a trusting brand image is to promote your hard-won quality achievements.
3. Create a strong website
There are a few key ways in which high-quality hospital websites can optimize the patient journey. In addition to collecting consumer data continuously, they also use it to drive personalization in digital spaces, like remarketing campaigns. Through dynamic copy and creativity, modern websites can also deliver personalized experiences.
Furthermore, they offer a central location for your content, making it easier for patients to find the right doctor and location and learn more about your health system. It is also important to consider the SEO value of a well-designed website. To ensure search engines look favorably upon your health system, a good website provider should feature features like optimized site speeds and responsive design. In order for patients to find your health system’s official website easily, this is crucial.
4. Manage patient reviews
Patients usually want to see that others have had good experiences with you before entrusting their health to you. Patients’ positive reviews are therefore crucial for health systems.
It is inevitable, however, to receive a few negative reviews. HIPAA-compliant and empathetic responses to these reviews are essential for maintaining a favorable reputation for health systems. Don’t forget to thank the patient for their feedback, address their concern directly, and communicate how you intend to resolve their concern, even if it’s brutally honest.
5. Use analytics to secure your budget
It is common for marketing teams to receive their budgets from upper-level management. As a result of this method of assigning budgets, the marketing team may overspend or underspend, which harms the health system. The best way to reach key demographics is to analyze previous campaigns, determine how much budget is needed, and present findings to executives.
Why Choose NewGen
As a healthcare marketing agency, NewGen Marketing helps healthcare brands achieve their marketing goals. Our team is dedicated to providing healthcare marketing solutions for any needs. The range of services NewGen offers includes web design, search engine optimization, and quality content. You can count on us to provide you with a comprehensive marketing strategy that is both realistic and achievable while also maintaining your brand’s vision.
Contact us today if you have any questions about NewGen or other general marketing questions. We are more than happy to help you with all your healthcare marketing needs.