DIGITAL MARKETING FOR HEALTHCARE IN DUBAI
If you happen to be someone from the healthcare sector, you may be aware of the importance of keeping pace with the trends. It is not a piece of cake, but we, as a digital firm, believe in providing knowledge at no cost to you. Quick Digitals has been around in the industry for a while now; on the back of years of experience and a team that delivers excellent results, we have managed to decode what it takes to market your health firm digitally. We will discuss how you can create a strong online presence, connect you to the target audience (patients), and use social media to create a bridge between you and patients.
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WHAT IS HEALTHCARE DIGITAL MARKETING?
Healthcare digital marketing takes centre stage as a strategic approach to promote your valuable healthcare services to potential patients through online platforms. This dynamic marketing avenue proves to be a profitable investment, boasting a high return on investment for your healthcare services.
It's a well-established fact that a staggering 88% of individuals turn to the Internet in search of health information. Moreover, an impressive 70% acknowledge that the health-related information they discover online significantly influences their treatment decisions. Harnessing the power of digital marketing enables you to establish a constant connection with existing and prospective patients, ensuring you are readily available to meet their needs whenever they arise.
IMPORTANCE OF HEALTHCARE DIGITAL MARKETING IN 2023
Every healthcare marketer should know about the latest trends in the market.
CUSTOMERS ARE NOW VORACIOUS RESEARCHERS
Gone are the days when consumers solely relied on their doctors' words. In today's era, individuals are empowered to take charge of their healthcare decisions by conducting thorough research before even stepping foot in a doctor's office. This shift in consumer behaviour indicates that doctors no longer hold the ultimate authority in matters of medications, hospitals, and treatment options.
Healthcare has evolved into a collaborative endeavour between doctors and patients, where shared decision-making and informed choices are valued. In this context, the significance of digital marketing for hospitals becomes even more pronounced. It is the ideal platform to facilitate this collaboration. It enables healthcare providers to effectively engage with patients, provide valuable information, and foster meaningful relationships built on trust and shared decision-making.
HEALTHCARE MARKETERS PAY ATTENTION TO PAYERS AND CONSUMERS
Healthcare marketers have diverse audiences to consider when promoting their products or services. Doctors naturally emerge as the primary target for marketing efforts, given their role in recommending, prescribing, advocating, and making purchasing decisions. After all, they hold significant influence in the healthcare landscape.
However, healthcare consumers and payers are gaining prominence as decision-making dynamics evolve. The authority once solely held by doctors is gradually diminishing. As a result, healthcare marketers must adapt to this emerging trend by increasingly focusing on targeting payers and consumers. This shift reflects the changing landscape of healthcare decision-making.
DIGITAL CHANNELS ARE ECLIPSING TRADITIONAL MARKETING CHANNELS
The dominance of digital channels has revolutionised marketing practices across various industries, and healthcare is no exception. In recent years, there has been a notable shift towards digital marketing over traditional methods within the healthcare sector. Biotech, medical, diagnostics, and pharmaceutical device companies are directing their marketing budgets towards digital sales material, mobile apps, and social media platforms. This trend aligns with the broader consumer marketing landscape, where digital ads, social media, and mobile apps are gaining prominence.
BEST PRACTICES FOR HEALTHCARE DIGITAL MARKETING
The importance of digital marketing in healthcare cannot be overstated. People's inclination to seek quick access to specialists from the comfort of their own homes has fueled the growth of digital marketing in the industry. A McKinsey survey revealed that over 75% of respondents prefer online communication with their healthcare specialists.
To help healthcare organisations gain a competitive edge, here are some effective strategies and best practices for healthcare digital marketing:
CONSIDER LOCAL SEO
Consider implementing local SEO techniques to ensure your medical practice ranks high in local search results. This is crucial because many individuals seeking healthcare services never venture beyond the first page of search results. Optimise your medical practice's website to enhance visibility and provide an excellent user experience for visitors. Local SEO plays a key role in this aspect.
LOCAL SEO OPTIMISATION FOR YOUR HEALTHCARE WEBSITE
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By optimising your website for local searches, it becomes more accessible to search engine web crawlers. This enhances your site's crawl ability and improves its ranking in local search results. As a result, more local patients can discover and visit your website.
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A well-designed website makes an excellent first impression on visitors. When your website is visually appealing, user-friendly, and reflects your brand identity, it encourages patients to engage with your practice online. This initial positive experience sets the stage for building trust and credibility with potential patients.
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A website optimised for local SEO ranks higher in search results and delivers a better user experience. Fast page load times, easy navigation, mobile responsiveness, and relevant content contribute to an improved UX. When patients have a seamless and satisfying experience on your website, it enhances their perception of your brand and increases the likelihood of conversion.
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Local SEO ensures that your website's content aligns with the search intent of your local audience. By understanding patients' specific needs and preferences in your area, you can tailor your content to provide them with valuable information. This targeted approach increases the relevance of your website, attracting local patients actively seeking healthcare services.
SOCIAL MEDIA MARKETING
In modern business, a winning formula sets apart those who excel: a blend of social media marketing, search engine optimisation, and targeted ad campaigns. When it comes to attracting customers, social media is a true marketing gem, and its potential for hospitals and healthcare facilities is unparalleled. By leveraging the power of social platforms, these establishments can forge direct connections with potential patients, sharing valuable information that empowers individuals to make informed healthcare choices.
In the vibrant realm of healthcare, where people and their well-being are at the forefront, social media emerges as a formidable communication tool. It allows healthcare providers to understand their audience's desires, needs, and motivations and tailor their messaging accordingly.
PPC MARKETING
PPC (Pay-Per-Click) advertising is a powerful marketing tool offered by search engines, social media platforms, and other online channels. With PPC, you only pay when a user clicks on your ad, making it a cost-effective approach to drive targeted traffic to your healthcare service website. Google Ads, for instance, offers both text and image ads, with text ads displayed prominently on search engine result pages and image ads appearing across various websites based on user preferences and search history.
Implementing PPC campaigns can significantly increase the visibility of your healthcare services on search engines, driving more traffic to your website. By strategically selecting relevant keywords and crafting compelling ad copy, you can reach your target audience precisely when they are actively searching for healthcare solutions. The beauty of PPC lies in its trackability, allowing you to monitor the performance of your ads, analyse metrics, and make data-driven decisions to optimise your campaigns for maximum effectiveness.
In the healthcare industry, the investment in PPC advertising is substantial. The projected global spending on advertising by the healthcare sector in 2022 is expected to reach $38.06 billion. An estimated $10.5 billion will be allocated to PPC advertising campaigns, demonstrating the industry's recognition of its effectiveness in reaching and engaging with potential patients.
CONTENT MARKETING
Content marketing has emerged as a powerful tool for healthcare professionals to connect and engage with patients, just like in many other industries. Through various content formats such as articles, blog posts, infographics, videos, and more, healthcare providers can share their expertise and valuable insights with their audience.
Imagine you're a dietician passionate about helping people improve their nutrition. By sharing diet tips, nutritional advice, and fitness guidance, you can establish yourself as a trusted source of information. The key here is to focus on providing valuable content rather than promoting your services. When you prioritise delivering value, everything else falls into place. It's also important to strike a balance and avoid overwhelming your audience with excessive medical jargon, as it can hinder the accessibility and appeal of your content.
The impact of content marketing in the healthcare industry is truly remarkable. It generates three times the return on investment (ROI) compared to outbound marketing strategies and requires 62% less advertising expenditure. Furthermore, healthcare video marketers witness a remarkable 66% increase in targeted leads within a year of implementing a content marketing strategy. These statistics highlight the significant role that content marketing plays in driving results and attracting the attention of potential patients.
It's worth noting that content marketing is widely embraced within the healthcare sector, with 83% of health organisations incorporating it into their overall marketing strategies. This high adoption rate is a testament to the effectiveness and relevance of content marketing in the healthcare industry.
MOBILE ADVERTISING
Smartphones have become an essential part of people's lives across all ages. This widespread usage of mobile devices has created a significant opportunity for healthcare providers to leverage mobile marketing strategies to reach individuals who use smartphones, tablets, and other handheld devices with internet access.
Mobile marketing offers various practical approaches to engage with the target audience in the healthcare sector. Some popular ideas include sending text messages, incorporating mobile ads within games, utilising mobile image and search ads, implementing location-based marketing techniques, leveraging geofencing technology, and adopting cross-channel marketing strategies. These initiatives enable healthcare organisations to reach a larger audience, share crucial health-related information, and strengthen their reputation in the industry.
To highlight the impact of mobile marketing in the healthcare industry, let's consider some compelling data:
- Research shows that 44% of people who search for hospitals on their smartphones ultimately make an appointment. This statistic emphasises the significance of mobile devices as a primary means for individuals to find and connect with healthcare providers.
- Mobile devices account for a substantial 47.6% of all email opens in the healthcare sector. This indicates that a significant portion of healthcare-related communication and engagement occurs through mobile devices, reinforcing the importance of optimising email campaigns for mobile platforms.
- Health and fitness apps are available on approximately 19% of mobile devices. This showcases the popularity and widespread usage of health and fitness apps, which provides healthcare organisations with additional opportunities to reach and engage with users who are actively seeking ways to improve their well-being.
EMAIL MARKETING
Email marketing is one of the most cost-effective methods to achieve this goal when it comes to fostering a strong and lasting relationship with your patients. By personalising your email messages and tailoring them to include demographic information such as age, interests, location, and health conditions, you can create a more engaging and relevant experience for your recipients. Remember to craft welcoming messages, captivating subject lines, and compelling calls to action that drive patient engagement.
Implementing an effective email marketing strategy can yield significant benefits for your hospital, including generating more leads and attracting new patients. The following statistics highlight the impact of email marketing in the healthcare sector:
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Email outperforms social media platforms like Twitter and Facebook when acquiring new leads, with a staggering 40 times higher effectiveness. This showcases the power and effectiveness of email as a lead-generation tool in the healthcare industry.
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Email marketing is the primary lead generation source for 89% of digital health marketers. This statistic underscores email's central role in driving new leads and nurturing relationships with prospective patients.
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The return on investment (ROI) for email marketing is an impressive $44.25 for every $1 spent. This high ROI illustrates the cost-effectiveness and value that email marketing delivers, making it a compelling choice for healthcare organisations looking to optimise their marketing efforts.
WHAT CAN YOU ACHIEVE BY INVESTING IN DIGITAL HEALTHCARE MARKETING?
Digital marketing is a profitable strategy for gaining more patients and a cost-effective way of advertising a healthcare service. Let's look at a few of the most important benefits.
REDUCED COST-PER-ACQUISITION (CPA)
A digital marketing strategy to pull in new clients can revolutionise your advertising budget. A survey supervised by a US vein practice revealed that medical centres spend exorbitant amounts—over $314 for print advertisements and $348 for TV ads—per patient. This stark contrast highlights the potential cost savings of a well-executed digital marketing campaign.
LOCATION-BASED TARGETING
Healthcare organisations often have a clear understanding of their target demographic. However, the challenge lies in effectively reaching and engaging this audience. Digital marketing comes to the rescue, empowering healthcare organisations to target their marketing efforts precisely. Through strategic digital campaigns, businesses can overcome the limitations of traditional marketing and reach their intended audience with precision.
IMPROVED BRAND VISIBILITY
Establishing a strong brand presence in an increasingly competitive healthcare industry is paramount for differentiation. Digital marketing provides the means to enhance brand metrics, such as awareness, reputation, and perception. Healthcare businesses can bolster their brand and drive customer engagement by leveraging digital platforms, leading to long-term success.
COST-EFFECTIVE MARKETING
While some healthcare organisations may boast substantial marketing budgets, this is not the norm for many small and medium-sized providers. Digital marketing offers a cost-effective alternative, delivering an impressive return on investment. Marketing through channels like social media, email, and search engines is significantly more economical compared to traditional mediums like television, newspapers, and billboards.
IMPROVED SEARCH ENGINE RANKING
Healthcare-related searches constitute a significant portion of Google's query volume. Capitalising on effective digital marketing and search engine optimisation (SEO) strategies can increase your chances of securing a coveted spot on the first page of Google's search results. A prominent search engine ranking ensures greater visibility and access to potential patients seeking health and wellness information.
INCREASED PATIENT REFERRALS
Digital marketing empowers healthcare providers with tools and software to optimise campaigns and generate high-quality leads. Leveraging these professional resources allows organisations to maximise campaign performance and attract a steady stream of referred patients.
CONCLUSION
Healthcare marketing has emerged as the standard for success in the industry. The value of digital marketing cannot be overstated, as it enables healthcare providers to establish a robust online presence and engage a larger audience that is increasingly connected online. Ultimately, the success of a digital marketing strategy hinges on delivering an exceptional patient experience and fostering a positive brand reputation, cementing your position as a trusted healthcare service provider.
