Best Practice Guide – Healthcare Marketing
The success of any marketing campaign is directly dependent on effectively targeting the right person with the right message at the right time – regardless if you’re communicating with consumers, existing patients, or physicians. Insights found in data provides the foundation for developing a marketing strategy that will help grow revenue, improve network utilization, and increase market share.
Discover best practices associated with each of these areas: digital, transformation, and measurement and analytics.
By integrating digital marketing strategies into the marketing mix, health systems can attract more patients and grow market share. Search engine optimization (SEO), search engine marketing (SEM), campaign marketing, social media marketing, and other forms of digital marketing help transform the healthcare experience and foster richer consumer/patient engagement.
In a value-based healthcare landscape, healthcare marketers need to focus on improving patient engagement and satisfaction. When implemented successfully, patient marketing strategies aim to support value-based care initiatives through improved engagement.
Marketing Measurement & Analytics
New patient encounters don’t occur instantly after launching new marketing campaigns. It’s an ongoing, iterative process that requires sound follow-up processes, and real-time adjustments to improve campaign effectiveness and measure results. By measuring ROI and revenue attribution, health systems can continuously optimize their marketing strategy to attract new patients and grow revenue.
Healthcare marketing is undergoing a transformation to adopt to changing consumer behavior and marketplace competition. Health systems need the right tools, team members, and skill sets in place to drive the marketing transformation and successfully shift from pure traditional strategies to adopt newer online methods into the marketing mix.
Social Media Marketing
Healthcare social media marketing aims to promote healthcare services and engage patients through social platforms such as Facebook, Twitter, LinkedIn, and Instagram. To employ social media marketing effectively, healthcare marketers should post valuable brand information, focus on personalized conversations with consumers, and interact with user-generated content, also known as earned media.