Digital Marketing within the Healthcare Industry

There is no doubt about it that the digital revolution has caused a massive shift over the past two decades in the way our society operates. Never before has it been so easy to communicate with and reach millions of people with a single click, despite them living next door or thousands of miles away. This reach along with the growth of technology introduces a new way to conduct business: digital marketing. Specifically within the healthcare industry, digital marketing increases the efficiency and effectiveness of a practice, drives patient growth and satisfaction, and aids in creating a trusted and reliable brand. 

The Healthcare Industry Transformation Through Digital Marketing 

There are many ways in which digital marketing strategies and solutions can be applied to the healthcare industry and the way patients, as well as providers, navigate their healthcare journey. 

Digital marketing solutions include campaign marketing, reputation management, online scheduling, and more. These strategies manifest within the healthcare field to increase patient engagement, enhance patient experience, increase accessibility, drive decision making through data, manage reputation, and give practices an advantage within the competitive field of healthcare. 

Improved Patient Engagement 

One of the many ways that digital marketing has transformed the healthcare industry is by improving patient engagement. “60% of healthcare marketers use digital platforms to engage patients in their health”(Advisory Board). The number one way to implement digital marketing into patient engagement is through personalized interactions and targeted marketing, such as data-driven marketing campaigns. These campaigns allow patients to have easy access to personalized health information online, educating and empowering them to make a decision on a provider. Healthcare businesses that engage in these data-driven marketing campaigns can increase revenue by about 19% or more. An additional way to implement digital marketing into patient engagement is through loyalty and referral programs. With loyalty and referral programs there is a 65% chance of retaining an existing patient and a 25% annual revenue boost for physicians who use these programs. Loyalty and referral programs are a great way to attract more patients and ensure patients stay active within the practice and on their healthcare journey. 

Enhanced Patient Experience

Patient experience remains a foundational and important factor throughout a person's healthcare journey. A positive experience will ensure treatment follow-through and build trust and loyalty between patient and doctor. Additionally, a happy patient is likely to share their experience with 2-3 people, which can drive exponential growth for a practice. The digital marketing techniques that practices can implement to reap these benefits include online scheduling, virtual care options, creating an online portal, and managing patient reviews. These solutions lead to a happier patient as they feel properly cared for, and experience more streamlined communication, as well as reduced wait times. 

To learn more about patient experience check out this great blog post on creating the best patient experience in healthcare. To learn more about the digital marketing strategies above click here!

Increased Accessibility

Perhaps the most obvious benefit of the digital revolution is increased accessibility. With new technology, patients and doctors are able to communicate without having to be in the same room. Telemedicine and virtual health services allow accessible and convenient care for every patient. Additionally, 59% of patients from Gen Y are likely to switch doctors for one who offers better online access. Digital marketing allows practices to reach every type of patient, as well as increase their healthcare services beyond the standard office appointments. 

Data-Driven Decision Making

Patient data and feedback are the most vital components needed in order for a practice to improve their care. Additionally, this data can be used to create effective marketing strategies, such as sms and email campaigns, to draw in more patients. These analytics and insights into patient specific data, allow the practice to tune their marketing to content they know patients will interact with. Through the use of technology to collect data and the application of these digital marketing strategies, practices can not only improve their care and services but market to their specific audience of patients. 

To learn more about how to collect and analyze data into effective marketing campaigns click here!

Reputation Management 

A very important factor when it comes to obtaining and retaining patients is reputation. Reputation can be the deciding factor in a patient's decision in whether or not to choose your practice. We have found that 86% of people are willing to pay more for services from a company that has higher ratings and reviews. When it comes to health, a patient has to be 100% sure that they are trusting the right doctor with their care. In order to build this reputation that patients can trust, practices must take a look at their online reviews and ratings, and prioritize their online presence. Through the digital marketing solution, reputation management, providers can manage their reviews and ratings all from one dashboard, and they can ensure their reputation continues to become stronger and more trustworthy. 

Competitive Advantage

Digital marketing, executed with thought and intention, will give practices a leg up on competitors. Having organized content, a strong online presence, and a trustworthy reputation will attract patients as well as talent, giving one practice an advantage over another. To set your practice apart, visit Layline’s website and learn more about digital marketing strategies.

Future of Healthcare

The future of healthcare is being shaped by digital marketing. Personalized medicine and precision marketing are becoming increasingly intertwined, enabling healthcare providers to deliver targeted and tailored care to individuals. The convergence of healthcare and technology is revolutionizing the way patients interact with healthcare services, making it more accessible, convenient, and effective. 

Additionally, the most recent advancement within technology is artificial intelligence. 68% of surveyed providers plan to use AI in 2024 to help with lead generation and qualification. Digital Marketing will continue to shape the way that the healthcare industry operates, and new technological advancements, such as AI, will continue to make the healthcare journey a little bit easier. By taking advantage of new opportunities within healthcare digital marketing, providers can stay ahead of the curve and continue to deliver cutting-edge care to patients.