26 May Digital Healthcare Marketing Trends
In the ever-changing world of healthcare, digital marketing is crucial for getting new patients, and retaining current ones. This blog highlights the digital marketing trends to be aware of for the remainder of this year.
Online consumer information
Where do your patients start their search for a doctor or healthcare information? According to Pew Research, when asked to think about the last time they searched for health or medical information, 77% of online health seekers say they began at a search engine such as Google, Bing, or Yahoo. Another 13% say they began at a site that specializes in health information, like WebMD. Just 2% say they started their research at a more general site like Wikipedia and an additional 1% say they started at a social network site such as Facebook. The answer is clear: healthcare providers need to incorporate a top of funnel search engine optimized strategy in their plan. If potential or existing patients first seek information online, and they can’t even find your hospital or practice, you aren’t even in the ball game!
It’s no surprise that people use their cell phones to do business, and searching options for healthcare is no exception. In fact, studies released over the past year indicate a huge shift in the way people search. Approximately 80% of local searches are conducted from mobile phones. In addition, 91 percent of Americans have a mobile device within reach 24 hours a day. That’s why Google released an algorithm update that affects ranking for non-mobile responsive friendly websites. Simply stated, you not only need a website that creates a positive visitor experience, it needs to be mobile responsive. Patients or their caregivers have no patience for hard-to-use websites on their phone. The website is no longer a separate tool in your toolbox, it’s the live and dynamic center that all marketing strategy should be designed around.
Social media has continued to grow in recent years and doesn’t look like it’s stopping anytime soon! Facebook, Twitter, Pinterest, and many others have experienced rapid growth. Social media networks are a trusted place consumers go to find advice concerning their health. One study found 41 percent of people surveyed said social media would affect their choice of a specific doctor, hospital, or medical facility. The bottom line is that Healthcare consumers use and rely on social media to make healthcare decisions. Therefore, it’s extremely important to have a strong social media strategy to get noticed by consumers.
According to Pew Research, 72% of internet users say they looked online for health information of one kind or another within the past year. This includes searches related to serious conditions, general information searches, and searches for minor health problems. In fact the third most popular activity that people do online, right behind checking email and using a search engine, is looking for answers to health questions. According to Mashable the online resources most frequently accessed for health related information are: 56% searched WebMD, 31% Wikipedia, 29% health magazine websites, 17% Facebook, 15% YouTube, 13% a blog or multiple blogs, 12% patient communities, 6% Twitter, and 27% none of the above.
It stands to reason than that there will be a continued demand for educational content in the form of blogs, social media, white papers, checklists, videos, podcasts and email that are designed to create a personalized experience for the patient. Developing a content strategy that touches the patient at the right time, with the right information in the right channel will be a key element of developing a relationship with potential new patients.
Do you have more questions about digital marketing trends? If so, reach out to us! ClickMD Marketing is a marketing agency specializing in physicians and healthcare facilities. Contact us today to learn about what we can do for you. Your patients are only one click away!