The healthcare industry is progressive in many ways, but marketing strategies tend to lag behind other consumer-centric industries. Why? With closely monitored HIPPA regulations, and the FDA constraining marketing efforts, it’s difficult for healthcare organizations to keep up with other industries’ marketing innovations. Additionally, marketing strategy is not the priority in healthcare — patient care is (and rightfully so).
That being said, a recent study found that 77% of patients perform online research prior to booking an appointment. Even more profound, another study by the Pew Internet & American Life project found that 93 million Americans (approximately 80% of Internet users) have searched for a health-related topic online.
It has become clear that consumers and patients are taking advantage of online resources both during initial research and ongoing care – thus, it is increasingly important that organizations take advantage of digital marketing to boost patient engagement and, ultimately, care outcomes.
First, let’s take a step back to discuss how healthcare marketing has evolved: More