The hospitals, nursing homes, healthcare organizations, rehabilitation centers have been practicing on improving marketing strategies since the 1970’s. During the initial days, there was a thread-like conflict between the healthcare organizations and marketing. However, now the healthcare organizations are changing their focus from being product orientated towards being user-friendly. The organized marketing goals serve better customer relationships and ultimately assist in the revenue growth of organizations.
The organized hospitals comprise of fundamental elements responsible for its ‘systematic’ marketing structures which include professional referral marketing, internet and external marketing, branding and public relations.
Nevertheless, the patients should be the center of the decision-making process as the patient-oriented decisions make the marketing strategies more effective. In this patient-centric world, convenience has become a new competitive currency. Patients need prompt and feasible appointment timings as they could not wait for weeks or days for an appointment. Hence, the healthcare organizations should keep an eye open on providing prompt services to their patients.
The healthcare sector is growing and marketers have the best chances to set up their companies to achieve a leading position in the market. Hence, it is the time for the healthcare organizations to keep an eye open on the trends and activities which are arising in the healthcare markets.
Social Messaging Applications as a Marketing Platform
Social Messaging Apps such as Whatsapp, Snapchat, Facebook, Twitter, etc. are lightning with a high volt in the market. These apps are flexible and provide a fast-developing multipurpose platform which is a great need to enhance the market. Real-time customer discussions and relationships are the conventional origins of the messaging. One can expect to see new advertising and marketing probabilities to arise as chat apps will continue to grow.
Social Involvement is the Sword and Content is a Sharp Edge
Every minute, tremendous count of user accounts is being created on every social site. Healthcare companies are creating social communities to connect and collaborate with the customers. The population health management programs are deploying social apps for measuring and tracking conditions. The inspiration to get socially engaged comes from the healthy reward programs, community competitions, and games.
Nowadays, social media has become a critical factor for healthcare marketers. A recent survey has reported that more than 65% of Chief Medical Officers make use of social media to run their business and to build their digital brand. The healthcare organizations which hold a social media page rely on the ‘content’ to promote their purpose. Patients look for social media content which is shareable, fresh, worth reading and unique, and compelling to hold the customer’s attention.
Marketing Based on Location
The healthcare marketers can reach the patients by fetching their location using smartphones. The marketers can alert their customers about nearby facilities. Furthermore, location-based marketing can detect the social and personal likings of the audience from their profiles. Companies that are using the location-based marketing should ensure the customer’s privacy through rigid opt-in policies and safeguards.
Video Speaks Louder than Text
Internet technology supports online video delivery and it is observed that video has sturdy audience appeal to grab the information to be conveyed. The modern healthcare marketers can share their stories through video content and live streaming videos on websites, blogs, and other social media platforms. Marketing companies can shift their plans and budgets in video categories for the best results.
A programmatic video is automated, real-time buying and selling of video advertise. Purchasing programmatic video is more cost-effective as these videos will be presented to precisely qualified customers at the right time. It is estimated that, within a couple of years, the concept of programmatic video will take the majority of digital video spending with amazing results.
Advancement in Patient Portal
Patient portals have been in the pipeline for many years and in the coming days of the healthcare industry, there will be a renovation of portals because the healthcare organizations are searching new ways to develop the services outside the conventional settings. This approach can make the portals more user-friendly and sophisticated as consumer-oriented companies are entering the healthcare market with a huge count.
Enhancing User Experience
A concentrated approach to user experience (UX) can lead to stronger relationships between the healthcare providers and their dear audiences. Many researchers have commented that patients are demanding user-friendly healthcare websites. The concept of user experience has got hype in the healthcare industry due to the increased use of electronic medical records.
The primary aim of healthcare websites is to satisfy the customer’s experience through improved usability, enhancing customer satisfaction, and inspiring loyalty.
A Chatbot is an interactive platform for medical practitioners to communicate quickly to their patients who feel secure and specific to their needs. The healthcare companies are looking forward to incorporating chatbots as a part of their marketing strategy. It is estimated that Chatbots can replace search windows in the near future.
Chatbots are very interactive where customers can get the desirable answers more quickly and efficiently and can also save time in making phone calls. A combo of Chatbots and Messaging Apps can significantly improve the quality of patient service.
Digital assistants such as Siri, and Google Assistant are occupying our lives through smartphones and home devices. According to recent reports of healthcare agencies, an astounding 200 billion searches per month will be done with voice. Voice search has already accounted around 20% of all searches and will make its way into the healthcare industry as well. Voice search is certainly going to play a huge role in search results.
‘Out with the old, in with the new’ is the primary directive of the hospital marketing departments in today’s rapidly-developing healthcare landscapes. The hospital marketers can see more efficient marketing strategies to reach and connect with increasingly sophisticated patients and consumers by optimizing each employee and attaining new leadership skills. A key point of organized marketing is to add value to the things for which the patient has a highest priority. The new inventions in the healthcare marketing will be worth watching in the upcoming years.