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Harnessing The Power Of Digital Marketing In The Healthcare And Wellness Industry

Harnessing The Power Of Digital Marketing In The Healthcare And Wellness Industry

The healthcare and wellness industry is no exception to today’s technology-driven world. Along with making our lives easier, technology has completely overhauled how we market our products and services. Even digital marketing has become a common topic among the healthcare and wellness industry marketers.

With the rapid advancement of technology-driven marketing globally, including digital marketing in the overall marketing strategy is imperative. In this blog post, we will dive into the importance of digital marketing for health and wellness sector and harnessing its power.

What is Healthcare Digital Marketing

In simple terms, healthcare digital marketing involves utilizing different digital channels and strategies to promote your healthcare services, products, and brands. The digital channels differ across the emails that you get and the social media that you browse. It also includes the internet searches that you use and the blogs that you read.
The shift from traditional marketing methods to digital platforms has revolutionized how healthcare providers connect with their target audience, engage patients, and enhance their overall online presence. Gone are the days of connecting with your target audience waiting outside in the cold hospital waiting lounges. Digital marketing provides healthcare and wellness marketers the upper hand to reach out to potential customers.

Importance of Online Presence

Having a strong online presence is a gateway for patients to find and connect with healthcare organizations, professionals, research medical information, and seek advice on wellness practices. Therefore, having a strong online presence is imperative for healthcare providers.

Today’s healthcare professionals and patients first search on the internet for healthcare information. One survey found that as many as 77% of people in the US start online medical searches from search engines like Google and Bing. Although medical professionals have given several warnings against blindly following Dr Google’s advice, the trend keeps growing. Therefore, this data serves as a stark reminder that digital tools should not be ignored when it comes to marketing in the healthcare and wellness industry.

Apart from the growing trend of using the internet by medical professionals and patients, here are some of the other benefits of using digital marketing agencies for small businesses in the healthcare industry.

  1. Accessible to a wider audience​​
No one can argue that digital marketing makes healthcare services more accessible to a wider audience. There are no geographical restrictions or barriers and reaching individuals who may not have easy access to traditional healthcare facilities is made easier. In some instances, there may be regulatory limitations on providing certain services based on geographies.
  1. Target your desired audience​
In traditional offline marketing, you would have no control over reaching your target audience. Let’s say you want to promote your premium healthcare supplement. Traditionally, you would reach out to healthcare professionals, visit some sports clubs, and market them at gyms. The effort that you would put in would not necessarily equate to the sales that you can generate because you have no control over your desired audience. However, digital marketing as a tool unleashes your power to reach out to your desired audience based on demographics, interests, and behaviors, ensuring that your message resonates with those most likely to benefit from your services or products.
  1. Increase brand awareness

Utilizing digital marketing for your healthcare and wellness product or service can skyrocket your brand awareness when done properly. Leveraging digital channels like social media, content marketing, and email campaigns, they can help you to distinguish your brand from competitors and stay on top-of-mind of your customers or patients.

  1. Make data-driven decisions​
There is no alternative to heightened data-driven decision-making in marketing other than using digital tools. Compared to traditional offline marketing, online marketing helps you to collect data on your users and make collective analysis. You can use different tools, one of which is Google Analytics to collect data from your website and other platforms.
  1. Highly cost-effective (Reduce Cost per Acquisition CPA)​
Digital marketing offers a more cost-effective solution compared to traditional marketing methods. This allows you as a healthcare provider or wellness advocate to reach a larger audience with a smaller budget. Additionally, digital marketing allows you to adjust your campaign budget at any time after analyzing campaign data.
  1. Generate leads easily and consistantly​

Digital marketing allows you as marketers of the healthcare and wellness industry to take full control of your sales funnel or the AIDA model (Attention, Interest, Desire, and Action). By combining robust data tracking and analytics strategies, you can track each part of the sales funnel and implement strategies immediately.

For instance, if your data shows that although your campaign is generating a good amount of Awareness it is not converting by generating an Action, then you can immediately initiate Action oriented campaigns like providing digital vouchers or discounts.
  1. Build and nurture better relationships​
Healthcare providers can build and nurture better relationships with patients through digital channels by providing valuable information, support, and also personalized communication. Similarly, if you are working in the wellness industry, you can provide better information and transparency about your products or services through digital marketing, compared to traditional offline marketing.

Let’s say that you find that most of the inquiries from your patients or customers are related to the health benefits of your new product. You can immediately convey the information through social media and email newsletters or messaging apps at a reduced cost compared to offline marketing.

  1. Gain a competitive edge​​
Staying ahead of the competition is crucial in the healthcare and wellness industry. Digital marketing is exactly the right tool and strategy to differentiate your brand and maintain a competitive edge in the market. If you see that your product or service is of the highest quality in the market but not many people have heard about it, you can run an influencer digital marketing campaign, as an example, that will help you reach a high audience and differentiate your brand.
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Who Needs Digital Marketing in Healthcare Sectors

Digital marketing is essential for all players in the healthcare and wellness industry. Whether you are a budding medical device manufacturer with state-of-the-art facilities or an established clinic with good turnover, digital marketing helps to achieve your marketing goals. Regardless of size or specialization, every healthcare and wellness product or service provider can benefit from implementing effective digital marketing strategies to reach and engage their target audience.
However, it is important to be wary of your local healthcare marketing laws before initiating a marketing campaign as this will help to save your reputation and any legal complications.

Top Digital Marketing Strategies for the Healthcare and Wellness Industry

Many digital marketing strategies can be utilized and leveraged for the health and wellness industry. Some of them are discussed below: Scalable website infrastructure
  1. Scalable website infrastructure​
A user-friendly and informative website serves as the foundation of a healthcare product or service provider’s digital presence. The website should be mobile optimized as most users scan websites and use the internet through their smartphones. A good website offers patients easy access to information, product or services, and resources. Scalable website infrastructure
  1. Search Engine Optimization (SEO)​

Although SEO campaigns can be lengthy and challenging, they prove to be highly effective when it comes to digital marketing for the health and wellness industry. Optimizing your website content for search engines helps your target customers or patients to find your services or product easier increasing their chances of purchasing from you.

  1. Pay-Per-Click (PPC) advertising​​

PPC advertising allows you as a healthcare and wellness provider to target specific keywords that your customers or patients may use to search on the internet. Similarly, PPC advertising also helps you target specific demographics and users with specific interests to drive traffic to your website.

  1. Social media marketing​

Social media marketing has proven to be especially effective for the healthcare and wellness industry. Since the industry requires you as a marketer to engage and be aware of your customers first, social media marketing can be a silver bullet for your brand. You can leverage different features and services provided by Meta Ads, Twitter, Snapchat, TikTok, and other social media marketing applications to promote your healthcare and wellness brand.

  1. Content marketing​

Since the healthcare and wellness industry requires you to provide transparency and pass as much information as possible, content marketing can be a powerful digital marketing strategy for healthcare and wellness product and services. It includes creating and distributing relevant informative content, such as blogs, articles, videos, and infographics to attract potential customers and patients.

  1. Email marketing ​​

If you are looking for a personalized content marketing strategy then email marketing is the right choice for your healthcare and wellness business. You can communicate updates, promotions, and other valuable health information to nurture relationships with your customers or patients and ultimately drive engagement. Although email marketing has a low open rate, they are relatively effective when it comes to conversion rate.

  1. Video marketing​
Video content is highly engaging and effective in conveying complex health and wellness information in a digestible format. Short-form video content is a rising trend and tends to attract users more effectively.
  1. Mobile marketing​
Everyone has a mobile phone in their hands these days. Even 12-year-olds have their smartphones. They have become a necessity in today’s digitally connected world. Therefore, optimizing marketing strategies for mobile platforms helps to ensure that your healthcare and wellness services reach patients and potential customers wherever they are, enhancing accessibility and convenience.
  1. Online reputation management​​

If you are a rising healthcare or wellness startup then managing your online reputation is crucial. Today’s online users first check feedback and reviews before making their purchase decisions. Therefore, it is crucial to include online reputation management as your digital marketing strategy for your healthcare and wellness brand.

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Wrapping Up Importance of Digital Marketing in the Health and Wellness Industry

Digital marketing has become an indispensable tool for health and wellness product and service providers looking to thrive in today’s competitive industry landscape. By embracing digital channels and implementing effective strategies, you can enhance your online presence, reach your target audience, and provide valuable resources and support to patients. As technology continues to evolve, so too will the opportunities for innovation and growth in healthcare digital marketing. To know more about the potential solutions ideal for your healthcare and wellness brand, reach out to Blue Kanyon today.

If you’re looking for a Healthcare Digital Marketing, Fractional marketing CMO or Marketing coach for wellness business, then contact Blue Kanyon to gain expert advice.

Frequently Asked Questions (FAQs)

The main challenge related to healthcare digital marketing is compliance with regulations such as HIPAA, and maintaining patient privacy, and confidentiality.

SEO helps healthcare providers improve their online visibility, attract more organic traffic to their websites, and establish authority in their field, ultimately driving patient acquisition and business growth.

PPC advertising allows healthcare providers to target specific keywords and demographics. This ensures that your ads are seen by those actively searching for relevant healthcare services, thereby increasing brand awareness, leads, and conversions.

Health and wellness products and service providers who stay ahead of the competition can attract more patients, retain existing ones, and maintain a strong market position, ultimately driving business growth and success. By staying ahead of the competition through digital healthcare marketing, you can also provide top-quality products or services to patients.

HIPAA regulations govern the use and disclosure of protected health information (PHI), requiring healthcare providers to maintain patient confidentiality and adhere to strict guidelines when marketing their services. Failure to comply with HIPAA can result in severe penalties and reputational damage.

author avatar
Bhuwan Sharma
Bhuwan has over 25 years of experience as a management consultant, senior management, and as an entrepreneur. He is known for his problem-solving skills and ability to launch and grow businesses. He has developed business and marketing strategies and executed them successfully.
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