30 Apr Digital Marketing Strategies for Hospital Patient Acquisition
With day by day, improving technology hospital’s way of attracting their patients has also gone digital. Which has been successful as a digital channel brings many more options as compared to the traditional techniques in terms of targeting and measurement. If digital marketing is done right, it makes the acquisition spent much more efficiently.
However, with the benefits, digital marketing is also a cause of a few headaches for hospitals, which is because of the endless expansion of the digital marketing channel that has lead to some complicated questions. Therefore, there is no need to worry as there are many new digital outlets that have not yet carried any results. There also exists a new core set of tried-and-true tactics out there that work for hospitals. Thus, the following are the three practical approaches proven to acquire new patients.
- SEO (Search Engine Optimization) and marketing emphasizing on services and location
Most of the patients out there start their selection process by researching using a search engine and the hospital’s website. Based on some studies, it has been proven that almost 77% of potential patients seek help from search engines, and nearly 76% look up at the website of the organization. It means that investing in paid search ads as well as optimization of your hospital site is equally essential search engine tactics.
You must devote the time of your optimization and ad spent on the right things. In other words, pay proper attention towards services and location. Why services and location? Because according to Google, 45% of the researchers look for appropriate information, and 58% of people choose hospitals based on their nearest location.
2 Appropriate Digital Content regarding health conditions
In content, marketing hospitals hold an arousing position without even realizing it. Most of the time, many organizations struggle to find effective and knowledgeable content to attract potential customers. However, this is not a problem in the case of hospitals. On hospital websites, people are usually looking for appropriate content related to the medical conditions and in house experts like doctors, nurses, and other members of faculty.
Again, based on the Google study, 37% of researchers just want to gain knowledge more knowledge about certain diseases/conditions or symptoms related to it. Based on which hospitals can provide such sort of content to engage potential patients. Such content does not depend on any format, but it can be in the form of an article, video, blog post, or even infographic. The important thing in the content is that the information must be useful and genuinely well- informed.
3. Purposeful social media engagement
Some survey was done last year, evaluating almost 800 hospitals to find out which hospitals effectively make use of social media( Twitter, Facebook, etc.) in order to connect with patients. The top three hospitals based on the results were Mayo Clinic, Cleveland Clinic, and Baylor Regional Medical Center. These organizations did a few things right. They were very concerned about what level of information they share in their social media content. The three organizations did not brag by sharing any information regarding the faculty issues or any other internal matters; however, they kept their focus in providing useful information regarding health to target patients or customers. Make sure that the content is providing useful information to educate the viewers and not just some useless news. In other words, like the top three organizations, you have to engage with a purpose. It is important to focus on the process first to attract the target audience and then gain their trust by using expertise and credibility.