The marketing trends in healthcare for 2018 can seem pretty similar to the trends in 2017 with all the focus on digital marketing. But it’s less of if you’re using them in your marketing plans and more of how you’re using them in your marketing plans. So, as you look ahead to plan for your 2018 marketing initiatives, here are the significant trends you need to get right:
1. Social media should’ve started yesterday.
If you think having a company Facebook page alone puts you ahead of the trend, it doesn’t. For your 2018 marketing strategy, it is vital for your organization to be on several social media platforms. Why does this matter? It matters because different platforms provide a different purpose—just like your staff members who provide a different purpose for your patient. Here is a breakdown of popular social media platforms you can use to interact with your patients every day:
Facebook–Use your company Facebook page to share educational information, such as your website blog posts. But don’t stop there: Reach a larger audience through Facebook advertising. This is a great way for you get the right information in front of the right patient. You can select the target audience-demographic parameters you want, such as age, education, gender, and interests.
Instagram–Give Instagram a spotlight role in your marketing plans for 2018. It’s a platform used for visual opportunities to communicate quickly and conveniently. For example, you could post a photo of your “nurse of the month” and share how he/she made a difference around the office. Or, you could share quick videos of new equipment, products, or services. Need to reach a larger audience? Instagram also offers ads to amplify your brand’s message.
LinkedIn–For healthcare marketing, LinkedIn’s added value is primarily used for more professional engagement, than social. For example, having a company LinkedIn page can enhance your online visibility because professional listings carry added weight for your search engine marketing, putting your profile closer to the top of search results. Another great way to utilize LinkedIn is to attract prospective employees. A well-developed company profile can impress the best, moving your business up the professional development ladder.
2. Deliver your message through video marketing.
It’s no surprise that video is the choice for today’s audience, because the less there is to read, the better! Videos in the healthcare industry serve a specific purpose for those who are watching and can help a doctor accomplish his business goal. For example, if you in a specialized practice where patients come to you for procedures, why not describe the procedure in detail through a video? Do a show-and-tell of the equipment you use, then explain what to expect from the procedure. Videos can cover key information that a prospective patient would like to know when considering your practice for the procedure. Thus, accomplishing the goal of bringing on a new patient for the procedure you’re promoting.
3. Integrate your marketing across multiple channels.
When planning your marketing strategy, it’s critical to plan how all of your channels can work together rather than planning each channel independently. When you’re juggling email marketing, social media marketing, search engine marketing, or more, your message must be cohesive through each of them to bring a campaign to life. For example, if you’re running a campaign for mammogram screenings, you’ll want to make sure your website reflects your promotion with updated visuals and calls to action. Blogs you share on social media should relate to the campaign, as well, by sharing educational information on the topic. Then, follow this up with a special offer on mammograms through email marketing and digital ads (social or search engine.) Integrating your marketing across multiple channels is not an easy task. It is tedious and requires constant monitoring. To execute this successfully, it’s best to hire a marketing manager and an agency to work together to get this done.
4. Conduct a digital marketing audit.
Before you begin your 2018 marketing plans, it’s important to get a detailed look into your digital presence as a whole and how you stack up against competitors. By conducting a digital marketing audit on your business, you will have the chance to identify your weak spots and plan out how they can be improved. Have you ever wondered what your actual marketing ROI is? Whether or not your website is helping or hurting you? If your social media is bringing any patients in? Let the experts take a deep dive into the actual numbers. We can evaluate your website, social media, search engine marketing and advertising using real data at no cost. We offer a free report on your online visibility and presence. Let us show you what we can do.
If your 2018 marketing plans could use some help with strategy and execution, contact us here.