Healthcare providers are continually seeking new ways to engage with their patients, providing them with the tools and resources to make smarter health-related decisions. Patient engagement is often seen as an afterthought in the marketing process, leading to some degree of effectiveness in their marketing campaigns.
This article will look at ways to improve patient engagement for their healthcare needs by considering some innovative digital health marketing strategies. To increase engagement and growth, the most effective healthcare marketing strategy will include multiple channels, highly specific, and focused online and offline initiatives.
What is Patient Engagement?
Patient engagement is all about making efforts to provide current and former patients with information and resources to make informed decisions about their health and well-being. Patients of today want a collaborative healthcare experience, and if they don’t get it from their existing healthcare facility, they’ll just search elsewhere. They desire improved access to medical services, primary care providers, and health records. They wish to actively participate in choosing their medical treatment.
Marketing Strategies for Improved Patient Engagement
The healthcare landscape has changed rapidly over the years. Medical marketing strategies help bridge the gap between medical services and patient needs. These initiatives can help in effective patient engagement by increasing personalized patient communication. Today’s environment is dominated by AI and Big Data.
A well-developed digital health marketing strategy will enhance the reach of medical services and get the attention of potential patients. Personalized patient communication creates an element of trust, leading to a stronger relationship between the patient and the provider of medical services. The use of local SEO can serve as an effective tool in increasing visibility in a specific geographical location.
Specific Digital Health Marketing Strategies that Will Enhance Customer Engagement
The following are six marketing strategies that will help in engaging the customer in a more effective manner:
1. Understanding your Target Audience
The first requirement of a good digital health marketing strategy is to understand your target audience. You have to choose the most effective way to communicate with your patients. Audience-specific marketing helps improve customer engagement.
A care center that is dealing with the needs of senior citizens will do well to choose a larger font for better readability, use easier language in its healthcare content and give clear instructions for such patients for online booking of appointments.
On the other hand, a medical facility catering to the needs of pediatric patients would fill its website with information about kids’ health, colorful visuals and animated explainer videos. It appeals to parents, who are the primary decision-makers. It would influence them to go to this particular health provider.
2. Creating a Clear and Unique Value Based Proposition
A unique value proposition is a statement that considers the unique offerings of your medical service. It separates you from the other medical providers. A cutting-edge medical research facility would create a value proposition based on the latest research and pioneering treatments. This would be of value to patients looking for advanced techniques not provided by conventional clinics.
Compare this to the unique value proposition of a family clinic. It might encourage families to use its services by offering extended hours, cooperative staff and a wide range of general services offered. Families would be attracted to using these services due to the convenience and holistic care offered. A good UVP helps create better and more effective customer engagement.
3. Building a Responsive Website
This is vital for success in any business. A well-designed, user-friendly website serves as an extension of your healthcare facility, letting patients engage at their convenience. A multi-specialty hospital would have a website offering profiles of its medical professionals, an appointment booking system and educational blogs and webinars that are of use to patients. The website can be accessed easily no matter what device is used for this purpose- be it a mobile or a laptop.
In contrast, an online pharmacy’s website would offer features that make ordering medications easy. Additionally, this website adjusts to all screen sizes, making it easy for users to utilize it on laptops or mobile devices. A well-designed and adaptable website fosters confidence and loyalty among users, which in turn promotes patient involvement.
4. Leveraging the Power of Local SEO
SEO has the power to be part of a successful health marketing strategy. It creates online visibility for your business and attracts patients to use your digital platform. If a local dental facility uses specific keywords in its content, it will result in the patients having an easier time finding it if they search for ‘dental clinic near me’ or ‘ best dentist in this area’. In contrast, an online health supplement store would choose to optimize its content using product descriptions and blog posts with relevant keywords so that it becomes more visible to people looking for specific health supplements. Providing relevant web content improves user experience and leads to better customer engagement.
5. Engaging Patients Through Social Media
Social media is a great platform for patient engagement. We can use creative content and quick interactions that create deeper connections with patients. A holistic wellness center may choose Instagram to share success stories, wellness tips and live sessions. This would attract audiences looking for online communities that tie in with the center’s holistic approach to health.
A local pharmacy may choose Facebook to update its customers regarding in-stock products, promotional offers and informational posts concerning general healthcare. It would create customer trust and boost patronage.
6. Incorporating Telehealth in Service Offerings
The use of telehealth services offers accessibility and convenience that cannot be matched by in-person appointments. It can be used in remote areas as well as urban locales where patients have no time to visit due to busy schedules. A physical therapist providing recovery services to patients can use telehealth services. Through clear video calls, he can guide patients through exercises, monitor their progress and adjust the program as needed, all from the comfort of their homes. It is a great way to promote customer engagement.
It is clear that the use of the above strategies would serve as an excellent way to engage customers and improve their overall experience with healthcare providers. Healthcare marketers need to reinvent their approach, using creative tactics and incorporating cutting-edge technology in their offerings. The present landscape offers many opportunities to connect with customers in a multitude of ways that improve patient engagement.