healthcare marketing

7 Consumer Online Trends that Impact Healthcare Marketing: 2013 Research

Published

3 years ago

November 10, 2021

Patricia Redsicker

Are you a healthcare marketer who is interested in consumer online trends?

Would you like to know how online health seekers could impact your marketing efforts in 2013?

In this article I examine a recent report published by Pew Research, in which 3,014 adults living in the U.S. were surveyed to find out how and why they use the Internet to answer their healthcare questions.

Here are 7 of the most interesting findings from the study:

Table of Contents

#1. 1 in 3 U.S. adults use the Internet to diagnose a medical condition

35% of American adults said they go online specifically to try to figure out what medical condition they or someone else might have. These were referred to in the report as ‘online diagnosers.’ Based on the information gathered 53% of online diagnosers said they went on to speak with a doctor about what they found online.

Key Takeaway: A significant number of American adults start their health inquiries online. If the answers they’re looking for are on your website, chances are pretty good that they will follow up with you to discuss their medical condition. Make sure that your website is frequently updated with fresh content that provides answers to common questions patients might ask.

#2. 8 out of 10 online health questions start at search engine

77% of online health seekers said they begin their research at a search engine i.e. Google, Bing or Yahoo. Another 13% said they start at a site that provides specialized health information such as WebMD. Only 1% start their research on Facebook or other social networking sites.

Key Takeaway: It’s not enough to have a website these days. You need to make sure that your website is found when people search for specific health information online. Learn how to use the Google Keyword Tool to optimize your content so that people can easily find the information they’re looking for on your website. Also consider starting a Google+ community to educate people about their health. Google will reward you with a high search rank just for having a community of your own!

#3. 1/2 of online health questions are on behalf of someone else

39% of online health seekers said they looked for information on behalf of someone else. However another 15% of users said they were looking for information for themselves and for someone else. Parents were more likely than non-parents to look for information on behalf of someone else i.e. their children.

Key Takeaway: A growing number of adults act as caregivers to someone else in the family. When creating content for your website or blog don’t forget about them. Be sure to write articles that are relevant and helpful to them. If you’re not sure what kind of content resonates with caregivers you’ll find it worth your time and resources to hire a consultant to help you develop specific personas or profiles for content marketing.

#4. Specific diseases dominate people’s online questions

55% of online health seekers said they looked online for information about a specific disease or medical treatment in the last twelve months. The study also found that women were more likely than men to search for specific health information, as were internet users with higher levels of education.

Key Takeaway: As people look to more specific information about medical conditions and treatments, specialists in different categories should research and leverage exact search terms that are most popular among searchers.

Understand too the difference between general phrases e.g. eczema and long-tail phrases e.g. ‘cures for eczema’. Usually long-tail phrases pull a much lower search volume than general phrases. But this could work to your advantage. If your goal is to attract a specific type of audience, using long-tail search terms will filter off less relevant searchers, and focus on more precise consumer profiles for your brand.

#5. Young adults & minorities lead in mobile health information search

One of the more interesting findings from the study showed that Latinos, African-Americans, people between the ages of 18 and 49, and those with some college education used their phones more to access health or medical information online. These groups accounted for 31% of U.S. adults who own a cell phone.

Image Source: Pew Research

Key Takeaway: A person’s likelihood to use their cell phone for health information search is amplified by the demographic factors mentioned above. This is key for marketers who target specific demographic audiences. It’s not enough to understand their pain points. It is equally important to know their digital habits particularly for consuming health information. For practices that target these groups, mobile content optimization should be a critical part of your marketing plan.

#6. Consumers not that interested in online reviews

Pew has been tracking the use of consumer reviews since 2000. They found that while 8 in 10 users say they have researched a product or service online, only 1 in 5 users have used online reviews and rankings of healthcare service providers and treatments. In fact the use of online reviews dipped between 2010 and 2012. Only 18% use online reviews today compared to 24% in 2010.

Key Takeaway: This is good news for healthcare marketers who worry that negative reviews might ruin their brand. But it still doesn’t let you off the hook in terms of providing excellent services and ensuring customer satisfaction .

If you see a negative online review of your brand be sure to address the complaint promptly and offer a solution that will satisfy the consumer. This will show other searchers that you are a caring brand. However don’t get too bent out of shape if the situation doesn’t end the way you want. Remember that consumers are not as focused on reviews as you are, so let it go.

#7. 1 in 4 searches have hit a “pay wall”

26% of online health searchers said they have been asked to pay for access to something they wanted to see online. 73% have not faced this choice. But of those who were asked to pay, only 2% did so while 83% hit a pay wall and tried to find the same information somewhere else. Another 13% of those who hit a pay wall just gave up searching altogether.

Key Takeaway: This is a tricky one. Not all health information can be given away for free. Oftentimes healthcare researchers and marketers work hard to develop ‘expert’ content and they are justified in selling this information.

But you also don’t want to lose audiences who may not be able to pay. One option is to use ‘teaser content’. Allowing the reader to access a small portion of the report and then requiring payment to download the full report, may persuade a person to pay based on the little they’ve already have seen. Another strategy is to write a short blog post about the overall report. While this does not reveal specifics it may help to keep readers from drifting away to other sites.

Over to you: Which of these findings did you find most interesting or insightful? Please share your thoughts in the comment box below.

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healthcare marketing

The Top 10 Healthcare Marketing Strategies

Published

2 years ago

November 8, 2022

Patricia Redsicker

The healthcare industry is ever-changing, and so is healthcare marketing. What worked last year may not work this year, and what works this year may not work next year. That’s why it’s important to stay on top of the latest healthcare marketing trends and strategies.

To help you do that, we’ve put together a list of the top 10 healthcare marketing strategies of 2020.

Table of Contents

1. Personalized Marketing

One of the biggest healthcare marketing trends of 2020 is personalized marketing. Thanks to advances in technology, it’s now possible to personalize your marketing messages and content to a much greater degree than ever before.

2. Account-Based Marketing

Another big healthcare marketing trend of 2020 is account-based marketing (ABM). ABM is a targeted marketing approach that focuses on key accounts that are most likely to convert into customers.

3. Patient Engagement

One of the most important aspects of healthcare marketing is patient engagement. In 2020, there will be a greater focus on engaging patients through digital channels such as social media, email, and text messaging.

4. Content Marketing

Content marketing will continue to be an important healthcare marketing strategy in 2020. The key is to create high-quality, informative, and engaging content that will help you attract and retain patients.

5. Search Engine Optimization

Search engine optimization (SEO) will continue to be an important healthcare marketing strategy in 2020. The key to success is to create keyword-rich content that is optimized for the search engines.

6. Social Media Marketing

Social media marketing will continue to be a powerful healthcare marketing tool in 2020. The key is to use social media to build relationships with patients and create a community around your brand.

7. Email Marketing

Email marketing is another important healthcare marketing strategy that will continue to be effective in 2020. The key is to create email campaigns that are targeted, relevant, and engaging.

8. Pay-Per-Click Advertising

Pay-per-click (PPC) advertising will continue to be an effective healthcare marketing strategy in 2020. The key is to create ads that are targeted and relevant to your audience.

9. Referral Marketing

Referral marketing is a powerful healthcare marketing strategy that can be very effective in 2020. The key is to create a system that incentivizes patients to refer others to your practice.

10. Traditional Marketing

While digital marketing is taking over, traditional marketing techniques such as print advertising, direct mail, and television advertising will still be effective in 2020. The key is to use these techniques in a way that complements your digital marketing efforts.

Keep these healthcare marketing strategies in mind as you plan your marketing efforts for 2020. If you need help getting started, contact a healthcare marketing agency.

healthcare marketing

The Importance Of Marketing In The Healthcare Industry

Published

2 years ago

November 8, 2022

Patricia Redsicker

The Importance Of Marketing In The Healthcare Industry

There’s no question that marketing plays a vital role in the success of any business, and the healthcare industry is no different. In fact, given the highly competitive nature of the healthcare industry, effective marketing can mean the difference between success and failure.

The first step in any successful marketing campaign is to identify your target market. Who are you trying to reach with your marketing efforts? Once you’ve answered this question, you can begin to develop a marketing strategy that will resonates with your target audience.

The next step is to create a strong branding strategy. Your brand is what sets you apart from your competitors, so it’s important to make sure that your branding is on point.Your branding should reflect the values of your organization, and it should be consistent across all of your marketing materials.

Once you have your target market and branding strategy in place, you can begin to develop your marketing mix. This mix will include the various marketing channels that you’ll use to reach your target market. Some common marketing channels in the healthcare industry include online advertising, direct mail, public relations, and events.

Finally, once you have your marketing mix in place, you need to make sure that you’re tracking your results. This will help you to see what’s working and what’s not, and it will allow you to make necessary adjustments to your campaign.

Marketing is essential to the success of any healthcare organization. By taking the time to develop a strong marketing strategy, you can ensure that your organization is on the path to success.

The healthcare industry is one of the most important industries in the world. It is responsible for the health and wellbeing of billions of people. Marketing plays a vital role in the healthcare industry. It helps to raise awareness of the importance of health and wellbeing and encourages people to take action to improve their health.

Healthcare marketing can take many different forms. It can be used to promote healthy lifestyle choices, to raise awareness of health risks, to encourage people to get vaccinated or to take up screening tests. It can also be used to promote the work of healthcare professionals and to encourage people to use particular healthcare services.

Healthcare marketing is a complex and challenging task. It requires a deep understanding of the needs and motivations of different groups of people. It also needs to be sensitive to the often sensitive nature of health issues.

healthcare marketing

The Impact Of Marketing In The Healthcare Industry

Published

2 years ago

November 8, 2022

Patricia Redsicker

The Impact Of Marketing In The Healthcare Industry

In a world where the average person is bombarded with over 5,000 marketing messages each day, it’s no wonder that healthcare marketers have to work hard to cut through the noise and reach their target audiences. But what exactly is healthcare marketing, and how does it differ from traditional marketing?

Healthcare marketing is the process of creating and executing a plan to promote a healthcare product or service. This can include everything from developing a new marketing strategy to creating and placement of advertising, public relations, and social media campaigns.

While the goals of healthcare marketing may be similar to other industries (increasing awareness, generating leads, boosting sales), the strategies used to achieve these goals are often very different. This is because the healthcare industry is heavily regulated, which means that healthcare marketers have to be very careful about the claims they make and the messages they send.

In addition, the healthcare industry is complex, with a wide range of stakeholders, including patients, doctors, insurance companies, and government agencies. This complexity means that healthcare marketers have to be very strategic in their approach, carefully crafting messages that will resonate with each of these different groups.

Despite the challenges, healthcare marketing can be extremely effective. When done well, it can help healthcare organizations to achieve their business goals, while also making a positive impact on the lives of patients.

If you’re interested in learning more about healthcare marketing, we’ve put together a list of resources that can help.

The healthcare industry is one of the most important and largest industries in the world. It is also one of the most complex and rapidly changing industries. This complexity is due to the many different types of products and services that are offered, the numerous regulations that govern the industry, and the constantly evolving technology.

The healthcare industry is also one of the most competitive industries. There are many different types of healthcare providers, from large hospital systems to small clinics, and each one is competing for patients. Marketing is a critical tool that healthcare providers use to reach and engage potential patients.

Healthcare marketing has evolved significantly in recent years, thanks to the growth of digital marketing and the rise of social media. These changes have made it possible for healthcare providers to reach a larger audience and to better target their marketing efforts.

Digital marketing in healthcare has a number of advantages. It is more cost-effective than traditional marketing methods, it is more targeted, and it provides healthcare providers with a way to track and measure results.

Social media is also playing a big role in healthcare marketing. It provides a way for healthcare providers to connect with potential patients and to build relationships. Social media can also be used to promote health awareness and to educate patients about healthy living.

The impact of marketing in healthcare is evident in the way that it is changing the way that healthcare providers reach and engage with potential patients. Marketing is no longer a one-way street; it is a two-way conversation. Healthcare providers who embrace digital marketing and social media will be well-positioned to succeed in the new healthcare landscape.