Health Marketing Tips
Social media can be used to engage with patients, support physicians, and improve population health outcomes. Healthcare social media marketing strategies may include participating in community discussions, networking, and promoting information about population health.
A healthy social media presence also helps attract patients. A recent study found that 57 percent of consumers’ decisions to receive treatment at a healthcare facility are strongly influenced by that provider’s social media connections, showing that patients trust healthcare organizations that engage online. Physicians can also use social media networks to collaborate, share knowledge, and work together – thus potentially improving care outcomes.
It’s important that health systems don’t silo themselves into a solely organic social media strategy: Paid social media advertising is also incredibly valuable – and it can be a better way to target and reach the exact audience your organization is looking for. Paid social campaigns must, like any other campaign, be formulated based on research and historical data. When successful, they are an excellent tool for re-engaging existing and potential patients who may have already visited your website or are searching for the type of services your organization offers.
4. Create Highly Personalized Campaigns
Health is a personal subject. Therefore, it makes sense that healthcare marketing should be highly personalized. A generic, cookie-cutter approach won’t work – after all, the reasons for which any given person might be seeking medical care can range from a desire to achieve general wellness to a life-threatening emergency or disease. Likewise, the messaging around healthcare can be deeply emotional, and marketers must be just as careful not to target the wrong patients as they are to reach the right ones.
Understanding your target audience is the first step to producing advertising and content that will resonate. A healthcare CRM (HCRM) platform is perhaps the most important tool for marketers to have on hand: Using the comprehensive patient data stored in the platform, healthcare marketers can create ultra-detailed target personas around which to build their campaigns. Target personas are constructed using key demographic information (such as age, gender, and residence), existing healthcare data (such as diagnosis and prognosis detail), and propensity models.
Take the following example:
Say a hospital’s marketing team comes across a new target – a 67-year-old male who has previously been a patient at their health system. Because this health system has an HCRM platform in place, predictive models can leverage information about his previous interactions with the facility.
When creating a campaign to drive-high value service line growth for orthopedics, the marketing team uses the HCRM to create a list of consumers and patients with a high propensity to be a candidate for hip replacement surgery—for which this patient happens to also qualify. With communication preferences (email, in this case) stored in the HCRM, the marketing team can further segment their communication. The marketing team sets up a new educational email detailing the benefits of hip replacement surgery and symptoms that it may alleviate, scheduling deployment to this target patient along with several hundred others identified by the HCRM. Our male patient, after receiving this email, makes a consultation with a provider at the facility. After determining with his doctor he’s a good candidate, he ultimately schedules hip replacement surgery.
In this example, the marketing team takes advantage of the HCRM to create targeted outreach that reaches the patient on the channel he prefers. As a result, the health system reactivates a patient that might otherwise have turned elsewhere – or avoided treatment altogether.
5. Prioritize Analytics
One of the great things about digital marketing is the ability to constantly track performance and make real-time adjustments if a campaign isn’t going as planned. Marketing analytics should dictate the decision-making process for every campaign – both during planning and execution.