The world of marketing functions on coming up with ways to attract new customers and
retaining the existing ones. Compromising on the quality of service is not an option as that will
undo all the efforts that one puts into marketing. While adhering to hectic patient schedules and
delivering the best work, most practices often fail to realize the change in patient expectations.
By not evaluating their marketing strategies, brands are often unaware of which promotional
tactics are working in their favor and which are not. As we move towards the dusk of 2020, it is
more important than ever before to re-evaluate your marketing strategies and ensure that your
healthcare brand continues to grow in the days to come. To help you through it, here are 4
marketing ideas that are relevant to the current times.
Focus on Audience Segregation
These days, most marketing campaigns involve digital measures, and the audience is
constantly receiving sales pitches and advertisements. This has brought down their attention to
such things and you need to do something extraordinary to grab the eyeballs. An efficient way
to do so is to segregate your audience based on their preference.
For your email marketing programs, you can create email lists of patients based on similarities.
As an example, let us consider that you are an orthopedic surgeon. You can come up with a
provision for your athlete patients to opt-in for your email list on injury prevention.
Invest in Marketing Technology
In the digitally powered world of today, over 50% of patients claim that convenience and access
are some of the most crucial factors that influence their healthcare decision-making. As a
healthcare brand, investing in marketing technology will help simplify the lives of your existing
and potential customers. Here are some options that you may want to consider.
The pandemic has brought forth a situation where patients are skeptical of traveling in a virus-
exposed environment to meet their doctors. This is especially true in cases when they are
suffering from minor ailments. As a brand, the adoption of telehealth will allow you to connect with
such patients (whose numbers are increasing by the day) and grow your business in ways that
you had not imagined.
As a small or medium business, it may not be feasible for you to appoint a 24 X 7 customer
support team to cater to potential and existing customers. In such a situation, it is wise to invest
in chatbots. That way, patients can ask questions to the chatbot which will be powered by
artificial intelligence and should be able to act on common requests on inquiries. For something
that is beyond its scope, the chatbot can collect the contact details of the patient and a human
employee can then reach out to the patient.
These days people are more tech-savvy than in the past and prefer to choose a service provider
who allows them online scheduling of appointments. By giving patients the luxury of booking,
changing, and canceling their appointments online, you establish that the business cares for
patient comfort. This is a win-win situation for you, as online scheduling frees your office staff
from having to spend their entire working day taking appointment calls.
Healthcare Marketing Software
If your business is in a race against time to establish its industry dominance, then chances are
that you do not have a lot of time to spare for marketing initiatives. In such a situation, opting for
marketing software will streamline your office tasks and build a digital presence. With such a
boost to your online reputation, you can expect an increase in the number of patients visiting
Explore the World of Video Marketing
As of today, video is one of the most highly consumed forms of marketing content. As a
healthcare brand, you can experiment with different types of video content. Explainer videos
that talk about a health condition, Product videos that explain the healthcare product or service
that you offer, and testimonials from satisfied customers all work in favor of healthcare brands.
These days, it is possible to produce high-quality video content without having to outsource the
work to a professional. Most smartphones today allow high-quality video recording, and you can
use any online video editor to edit such clips and come up with professional videos.
Such videos can then be shared across your brand’s website and social media handles. If you
are keen to leverage the power of video marketing in social media, you can consider using the
Live Video feature of Instagram and Facebook to show your office space, cover a product
launch or schedule an interview with an industry expert.
All such acts will help you get the visibility that you had always hoped for. You will be surprised
to learn that one-third of the most highly viewed Instagram video stories come from business
accounts. Thus, with proper planning and using tools like InVideo, your healthcare practice can
come up with business videos that will increase visibility among your target group.
Do Not Ignore Reputation Management
There is an increase in health consciousness among the general public and people are keener
on making informed decisions. Before choosing a healthcare product or service, they prefer to
read up online reviews about it, thus making it important for your brand to focus on reputation
Make it a practice to carefully monitor the reviews that you get on Google, Yelp, Facebook,
Healthgrades, and WebMD and promptly respond to them. If you receive any negative reviews,
respond to them professionally and politely. Evaluate them to understand your shortcomings
and work on improving them.
When you take some corrective measures based on user feedback, make sure you publicize
the same. Such acts will help to build a good online reputation and earn the trust and credibility
of your target group.
As you can see, the journey to effective marketing is a continuous one and you cannot afford to
let your guards down for a day. Here’s hoping that you adhere to the tips discussed in this
article and develop a brand name for your healthcare practice.