There’s an abundance of digitally accessible information out there. This ultimately means patients looking for health-related service have a lot of choices, and they also have certain expectations when it comes to what they hope to find while searching. If you happen to be evaluating or reassessing your marketing plan, here are some of the top healthcare digital marketing trends to keep in mind.
Users spend nearly 90 percent more time on a website with video content than one that’s primarily text. Having a video on your landing page also boosts conversions by as much as 80 percent! Video content for healthcare marketing purposes could include:
A brief introduction to your practice
A rotating video presentation of your top services
Video content related to your practice or facility posted on YouTube and various social platforms
Just remember to keep videos brief so you’re not minimizing the impact of your other content. Also, make your videos optimal to play so return visitors don’t have to sit through video content they’ve already seen.
Big Data Analysis Software
There’s a lot of digital data you can collect about people likely to be interested in the health-related services you offer. A lot of this data can come from your own patient records. While you’ll need to keep HIPAA regulations in mind, you can still sort through your available data to identify trends and patterns you can use to your advantage marketing-wise. Big data analysis software, which is becoming increasingly accessible and affordable, is designed to help healthcare marketers sift through mountains of data in a way that’s fast and efficient.
Digital Convenience Options
All patients prefer convenience, but millennials demand it! If your patient base includes individuals in the 18- to 37-year-old range, it can be a smart move to offer digital convenience features, such as:
Online appointment scheduling
Optional text updates
Appointment reminders sent via text or email
Online reviews are certainly nothing new, but they are becoming increasingly prioritized by search engines like Google and Bing! Even more importantly, reviews posted online are often what potential patients look at when choosing a doctor, hospital, clinic, or healthcare services provider. An increased emphasis on online reviews means you’ll want to:
Optimize your online review site profiles to boost visibility
Have a plan in place to respond to positive and negative online feedback
Encourage patients to post reviews with follow-up visit emails and similar tactics
Other healthcare digital marketing trends to keep any eye on include native advertising that fits in with its surrounding content and a responsive approach to website design that allows for optimal viewing on all types of screens. Lastly, it’s still as important as ever to really know what your target audience wants so you can deliver appropriate digitally accessible content.