6 Failproof Strategies to Drive Healthcare Digital Marketing Success

Digital Marketing in HealthcareThe 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

Chris Girardi

Chris Girardi

Chris Girardi oversees all staff and functions of Evariant’s multi-channel digital media offerings including planning, analysis, management, execution and analytics. He has over eight years of experience in digital media and direct response marketing.
Chris Girardi

3 Ways Social Media Can Improve Healthcare Marketing Efforts

healthcare marketing effortsSocial media is in its prime. According to a 2018 report by Adobe Digital Insights, Social media is the most relevant advertising channel for 50% of Gen Z and 42% of millennials. The significance of this statistic cannot be underestimated. 

For the healthcare industry in particular, social media can help engage patients, providers, and the public with relevant and timely information, as well as communicate the value and credibility of the health system.

Findings from the 2018 Sprout Social Index found that posts with links to more information are the most preferred type of content on social media. In addition, 30% of consumers said that this is the kind of content they’d like to see most from brands on social. 18% preferred graphics and images, while 17% would like to see produced video.

The wide variety of content that can be distributed via social media – from images and video to mixed-media blog posts, polls, and infographics – is a great way for healthcare brands to begin to capitalize on their mission and engage with patients through captivating, often emotionally-charged subject matter. 

When executed correctly, social media campaigns are incredibly powerful. Of course, proper targeting and optimization is necessary to begin to map out your strategy. This planning is best executed with a healthcare CRM or other database in place to gauge your market opportunities. 

If your organization has not yet begun to capitalize on this marketing tactic, it’s time to reevaluate your strategy: More

Chris Girardi

Chris Girardi

Chris Girardi oversees all staff and functions of Evariant’s multi-channel digital media offerings including planning, analysis, management, execution and analytics. He has over eight years of experience in digital media and direct response marketing.
Chris Girardi

4 Digital Tactics to Use in Physician Marketing Campaigns

digital tactics physician campaignAs a healthcare marketer, your goal is to capture new business and increase revenue for your organization. Thus, strategy (and marketing dollars) are often focused on consumer and patient campaigns – to find, guide, and keep these individuals long-term.

The reality is, most patients aren’t calling your organization to request an appointment with an orthopedic specialist – most visit their primary care provider before being referred to a specialist. To get more patients in the door and grow high-value service lines, a two-pronged approach is required: a campaign that targets both consumers and physicians.

The goal of a physician marketing campaign can range from increasing awareness to increasing referrals and U.S. News & World Report votes. First, you need to make sure that physicians know about your organization and its capabilities – only after you’ve established your credibility will physicians start to refer to your specialists.

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Chris Girardi

Chris Girardi

Chris Girardi oversees all staff and functions of Evariant’s multi-channel digital media offerings including planning, analysis, management, execution and analytics. He has over eight years of experience in digital media and direct response marketing.
Chris Girardi

5 Steps to Strategic Cardiology Service Line Growth

As the number one leading cause of death in the United States, cardiology is a primary concern for healthcare providers.Unfortunately, cardiology patients rarely take the initiative to resolve potential problems with their heart health until a serious event occurs, such as a heart attack or stroke.

cardiology lead time

Healthcare providers can take action by shortening the long lead time for cardiology – most patients have to wait about 44 days from the initial contact to consultation.

With shorter lead time, patients may see a doctor faster and have more time to manage and resolve heart problems. This also helps providers keep patients in-network. More

Chris Girardi

Chris Girardi

Chris Girardi oversees all staff and functions of Evariant’s multi-channel digital media offerings including planning, analysis, management, execution and analytics. He has over eight years of experience in digital media and direct response marketing.
Chris Girardi

The Changing Digital Landscape: What Healthcare Marketers Need to Know

The healthcare industry is evolving. The shift toward value-based care has brought with it changing priorities for healthcare consumers and marketing professionals.

As the modern landscape evolves, it’s crucial that marketers align their efforts with these changes in order to engage their audiences, successfully acquire new customers, and retain existing patients.

One of the most notable areas of constant change is the evolving digital marketing landscape. As consumers begin taking more responsibility for their individual health, they now hold healthcare providers to a much higher standard – and digital is a big part of that.

In fact, a recent study found that 90 percent of those surveyed wouldn’t hesitate to leave a provider that isn’t offering satisfactory digital experiences. What’s more, 88 percent of respondents younger than 40 said they’ll choose their next provider based on how strong their online experience is.

Marketers must now look to their digital efforts as a core driver of value for consumers and patients. Given the frequent changes impacting the healthcare industry, it’s important marketers recognize the emerging changes impacting search, content, social media, and overall user experience.

In this post, we’ll explore four digital marketing trends that are shaping the success of modern healthcare marketing.

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Chris Girardi

Chris Girardi

Chris Girardi oversees all staff and functions of Evariant’s multi-channel digital media offerings including planning, analysis, management, execution and analytics. He has over eight years of experience in digital media and direct response marketing.
Chris Girardi