For many patients, hospitals can be a place of great comfort or a place of stress and worry. As a physician or healthcare marketer, you may not see the agony of a young father taking his child to the emergency room only to be told “your co-pay today is $500.”
Or the beaming new mother whose joy is promptly interrupted by the patient access representative asking her to “please come by the business office on your way out so we can go over your bill”.
Such scenarios may cause a hospital to appear more materialistic than caring, thereby causing undue stress upon patients.
The fact is that healthcare is not an “easy” money-making venture. And now with the controversial healthcare reform promising to provide “affordable, quality healthcare for all”, profit will potentially become even more elusive.
So how can a hospital improve its ROI and still maintain the balance with positive patient experiences?
Inbound marketing to the rescue
The focus for medical care providers is two-fold:
- To provide patients with quality healthcare
- To improve ROI for the business of healthcare
Inbound marketing is one of the most efficient and least costly ways to achieve both goals. In case you’re wondering what that is, inbound marketing is a marketing strategy that is based on attracting prospective customers by offering valuable content.
It enables patients to find your healthcare facility’s digital content at the click of a button. Your medical center can be a trailblazer in inbound marketing by offering platforms or tools that:
- Enable patients to find a relevant physician
- Help patients to make non-urgent appointments
- Enable patients to automatically refill a prescription
- Provide educational content
- Information nuggets such as “Get-to-know-your-specialist”
- Allow patients to ask questions and get answers online
- Provide informational articles about various events at your facility
By providing these access opportunities, patients are able to interact with your medical center and with physicians more easily instead of waiting until their next appointment.
Such platforms also enable patients to take a more active part in their healthcare planning without having to worry about office hours, recorded voices, and so on. These are after all some of the “perks” of living in a technology-driven culture.
By providing patients with access to your facility and/or your physicians, you are building strong relationships with them that will translate into a positive experience for them and enhanced brand loyalty for your organization.
Inbound marketing is also a great way to reduce your overall advertising and marketing costs, which in turn improves your revenue-earning potential and maximizes your return. By utilizing social media networking sites such as FaceBook, Google+, Twitter, and LinkedIn, physicians and hospitals become more visible, and enhance patient relations.
Online customer service surveys, questionnaires, and opt-in emails are another fairly inexpensive way to reduce marketing budgets.
Once a marketing campaign has been put in place, then the assessment of its effect on ROI is paramount. Recent studies show that inbound-marketing dominated organizations spent 62% less per lead than outbound-marketing dominated organizations.
According to HubSpot’s 2012 State of Inbound Marketing, the average cost per lead for outbound-dominated businesses was $346 while inbound businesses reported their leads cost $135 on average.
Is Inbound marketing right for your hospital?
It has to be.
Keep in mind that when inbound marketing is supported by a strong social media and content marketing strategy, then your organization’s interactive website is able to contribute to increased brand visibility on a lower marketing budget.
In contrast, outbound marketing is the more traditional method of getting the message across to your target audience. It consists of call centers, mailers with postage, and in-stay surveys. While outbound marketing eats up more than 50% of hospitals marketing budgets, outbound leads on average cost $346, while inbound leads cost $135.
With these kinds of numbers, your hospital should consider using inbound marketing to improve ROI and your patients’ collective healthcare experience.
How to get started with Inbound marketing
- Study other healthcare systems and providers that are successfully using inbound marketing e.g. Seattle Children’s Hospital. Without re-inventing the wheel, start off by borrowing some of what is working for them and adjusting it to your environment.
- Figure out what you want your message to say and then plan how to connect with your target audience using relevant social media networks.
- Most importantly, make sure you engage with your target audience. Find helpful articles, blogs, forums and tips. Provide a link to this information on your Facebook page or Twitter profile. Better yet write your own helpful articles and post them. Ask other medical experts to join in your conversations as well.
- Post helpful articles on a regular basis as well.
- Finally make a schedule and stick to it!
Over to you: Are you using inbound marketing at your medical facility? How has it impacted ROI or overall patient experiences? Please share your thoughts in the comment box below.
The Top 10 Healthcare Marketing Strategies
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.
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.
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.
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.
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