Digital marketing has revolutionized many industries in recent years. However, digital
marketing has simply redefined modern means and modes of patient outreach. It is now
cheaper, easier, and more effective than ever to reach patients with instant and reliable
information about the care that they can receive. There are six core aspects of digital marketing
that have helped revolutionize the healthcare industry:
- Patient Engagement and Empowerment
- Telemedicine and Virtual Care
- Appointment Scheduling and Patient Portals
- Health Information Dissemination
- Data Driven Insights
- Branding and Reputation management
Patient Engagement and Empowerment
A prime example of the ability to reach new patients is through the new modes of patient
engagement and modern patient empowerment. Patient engagement and empowerment
comes in many forms, such as patient portals, blogs, FAQ pages, educational resource pages
and even social media. These platforms lower barriers to quality information about health and
care for potential patients. Patients are now accustomed to being able to find healthcare
information after just a few taps on their phone. If your organization isn’t doing what it takes to
make patients aware of their care options in the way that they’re increasingly searching for it,
for some patients, it might as well not even exist.
Furthermore, not only has social media become an experience sharing tool but it has also
turned into a search engine for patients to research potential care takers and health care
establishments. By simply researching social profiles via Instagram, Facebook, LinkedIn, etc.
patient research turns into patient engagement which only furthers the ability for a patient to
empower themselves beyond the traditional avenues. Regardless of how effective it might
seem to research care options based on a doctor’s Instagram account, patients are doing it and
providers need to take advantage of this opportunity and make sure that their social media
presences are active and extol the benefits of their care options.
Telemedicine and Virtual Care
While technology continues to revolutionize the way we operate in all industries, the
healthcare industry has transformed everyday tools into industry-standard practices. In the
healthcare industry, Zoom calls have pivoted from a means of catching up with colleagues into
a mode of engaging in telehealth appointments and virtual care calls, lowering barriers to care which helps providers reach more patients and provide more, and more efficient, healthcare
than ever before.
Appointment Scheduling and Patient Portals
Making sure that your patients are aware of these options is an important step to retaining a
patient pool that will increasingly expect these convivences as a 21 st century standard of care.
Patients who are accustomed to visiting the doctor’s office for an appointment may be made
aware of telehealth options using analog methods. But for those accustomed to using their
computer or smartphone as an integral vehicle to care, providers will need to reach them in the
digital space that they occupy.
Health Information Dissemination
Healthcare providers are using Patient Portals to streamline intake information, keep sensitive
files more secure, and allow patients to access medical records in real time as needed. These
advancements are allowing practices to see clients more often, more efficiently, and in some
cases even create more time for new clients. It also gives them online opportunities to make
patients aware of a wider variety treatment options, alternative doctors, and even alternative
hospital locations.
Data Driven Insights
Many healthcare providers already have an established patient base. Digital marketing has
allowed healthcare providers to create newsletters, promotional email blasts and other digital
marketing means for their established base. While doing this is optional, the ability to gather
data driven insights allows for healthcare providers and services to see their immediate and
potential reach in local and global markets.
These insights are an invaluable resource that allow providers to make more accurate
marketing decisions that can save time and money. The cost per acquisition of each patient
using digital marketing methods is far lower than traditional methods and can revolutionize
how efficiently your organization engages with potential patients.
Branding and Reputation management
Creating a trusted name in the healthcare industry is hard. But the digital age has made this
kind of branding and reputation management more essential than ever before. Creating an
identity that is unique and memorable is crucial for a healthcare company to succeed. Many
practices get mistaken for a completely different practice on the internet because of small
things like an easily mistyped website address or a non-distinctive logo. However, brand
management goes beyond simply manicuring your organizations website. Social media is where
an increasing number of patients will turn to find care options and it must be where your organization meets your patient base. Crafting a distinctive online presence will allow your organization to stand out from your competitors’ and enter your patient’s minds as their first, best option for healthcare. Combating cases of mistaken identity and incorrect information
with correct information and an amplified record of your organization’s successes and treatment options is crucial to maintaining your organization’s brand identity in an industry based off trust.
