Healthcare as an industry is transforming, the landscaping is changing and healthcare professionals and marketing professionals are adjusting.
As landscapes change, marketers need to align their strategies to engage audiences with what matters to them most. Capturing new customers requires Meeting them where they are – online.
Digital marketing is one of the areas with the most change. As consumers take control of their individual health, providers are held to a much higher standard, have more competition, and digital plays a significant role.
A recent study found that 90% of survey respondents would actually leave a provider because of subpar digital experience. And what’s even more telling is that 88% of survey respondents under 40 said they will choose their next provider based on their online experience with them.
Markets now are scrambling to provide this digital experience that patients now require. It is important to recognize the impact of search, content, social media, and overall UX (user experience) on acquiring and retaining patients.
Keep reading for a brief overview of 4 trends that are shaping success in modern healthcare.
- Integrating digital tools to improve UX
- Only 30% of existing patients would give their providers an “A” in terms of technology. Too many healthcare organizations do not even realize to take into account digital experience as part of the patient experience
- Providing relevant content for search engines and for consumers
- Relevant content has only become more and more important with time. Relevant content only stays relevant as long as it is up to date with the latest consumer trends. Content needs to meet the immediate gratification expectations that consumers today have. And as healthcare becomes the second-highest searched service online, quality content is more important than ever.
- Incorporate video to boost social engagement
- 57% of consumers indicated a social media presence influenced their decision for treatment from a certain provider. And video traffic is widely known as the best source of content online, 82% of internet traffic is made up of video content.
- Incorporate voice search to understand how patients are looking
- Voice search is now making up hundreds of billions of searches each month. Digital assistants like Siri, Alexa, and Cortana are part of daily lives for many. Healthcare organizations must use this to their advantage in learning about what consumers are searching for and providing the right content that is voice-search optimized.
Meeting the expectations of modern consumers is necessary to stay viable as a business today. This shift in digital for healthcare gives the opportunity for organizations to stand out from the competition. Optimizing your digital presence ensures patients find you when they are searching for care and not your competition next door or around the world.
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