The Ultimate Overview to Digital Health Marketing (2022)

1. What is Digital Health?

Digital is now part of everything we do and of course this applies to the world of digital health. People use digital to manage their lives, their businesses, and increasingly their health. Take a look at how much data is created on the internet in one minute.

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Digital and non-digital marketing are no longer separate – and one enhances the other. For example, with search marketing marketers can create targeted outreach with great content, engage customers on social media, and leverage campaign analytics to build customer engagement and loyalty. Marketers can more easily prove their value to their company executives and provide better value to a company’s bottom line than they might have with more traditional marketing methods.

Digital has already fundamentally changed the way marketers in the health industry operate. As thedigital landscape evolves,the digital health marketing industry will surely follow. Digital marketing is now critical for any company's growth.

How big is the digital health market?

The digital health market is huge – different estimates are made based on which technologies are included in the forecast. Global Market Insights predictsthat the market will exceed USD 504.4 billion by 2025. Marketers and sellers to this space should understand this growth trajectory, and find ways to capitalize on the opportunity by understanding the ecosystem, learning how to identify and resonate with the players, determining tactics for acquiring customers, and ultimately grow revenue.

Another way to look at market potential is by looking at the amount of funding that is happening in the industry. This assessment of digital health funding by Rock Health from 2019 tells a remarkable growth story.

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Why digital marketing for digital health?

With overfour billion internet users globally, and more than3.4 billion active social media users, digital marketing is a way to reach a much larger audience than you could through traditional methods alone and better engage prospects, turn prospects into leads, and ultimately convert leads into long time customers.

Three reasons why digital marketing is important for life science and health tech teams:

  1. It creates a repeatable process of revenue generation and lets you add value to your company.
  2. It’s measurable and allows you to make data-driven marketing decisions.
  3. It lets you build direct relationships with customers and prospects which you can turn into brand loyalty and revenue.

2. Who Makes Up the Digital Health Market?

Now that we know the market potential for digital health, let’s look in detail at the categories, stakeholders, and companies in the ecosystem.


Digital Health Categories

When discussing digital health, people often include different categories in their definition. Below is a comprehensive view of digital health categories known at the time of writing. But in this fast-growing segment, categories change frequently, and new examples emerge.

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Digital Health Stakeholders

It’s helpful to understand the various stakeholder groups in digital health, because this list includeskey buyer personas you willneed to map your buyer journey.

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It’s also important to remember that digital healthmeansdifferent things to different stakeholdersand those perspectives are important when it comes tomessaging, anddetermining the audience for your content.

Stakeholder

“Digital Health” means

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Providers

  • Hoping to increase patient engagement/acquisition/retention with technology
  • Concerned about training burden and learning curve
  • Worried about how they will keep up with technical innovation while still maintaining a high level of patient care

Patients

  • mHealth/Health and wellness apps/mobile = getting their time back!
  • Telehealth and home monitoring solutions that enable virtual visits
  • Saving time when doing paperwork related to provider visits, or clinical trial data entry

Payers

  • Interested in how home monitoring solutions can lower overall healthcare costs
  • When and how do they decide to reimburse digital healthtechnologies?Despitehigh demand from patients,the majority ofpayers are not reimbursing healthcare appswhy the chasm? (http://view.ceros.com/amerisourcebergen/digital-health/p/1)
  • How do they integrate their systems to the digital health ecosystem and keep up with the technology curve?

Clinicians

  • Overwhelmed by the vague definition of digital health (apps, sensors, social media, EHRs, data mining)
  • Concerned it will be too disruptive to their practicenew processes, new technologies to learn, massive amounts of data to deal with
  • Sometimes not convinced of its value in producing better outcomes for their patients

Regulators

  • Struggling to keep pace with innovation and update their guidance
  • Key issues HIPAA, FDA /EMA and other regional approvals
  • Blurred definitions with drugs and devices between medical grade (health intervention) and consumer grade (lifestyle management)

Digital Health Companies

There are different types and sizes of organizations vying to getin tothe digital health space. At a high level, the categories include:

  • Technology giants
  • Healthcare institutions
  • Academic research institutions
  • Digital health startups

And within eachdigital health category there areseveralplayers. Take for examplethenumber and variety ofcompanies in theeClinicalspace.

The2019 MeekerInternet Trends Reporthighlighteda list of topdigital health companies.This list is a good place to start to understand someof the players who are gettingnoticedby aleading internet trend spotter.

  • Collective Medical: real-time HCP collaboration
  • Zocdoc: creative medical scheduling to reduce downtime
  • Solv: telemedicine that focuses on patient convenience
  • Teladoc: industry leader in telemedicine in a growing market
  • Nurx: on-demand drug delivery
  • Doximity: one of the original collaboration tools for HCPs
  • Oscar: digital health management as a health insurance company
  • Rally Health: incentivizing positive habits
  • Clover Health: matching users with Medicare Advantage plans

3. How to Approach Your Digital Health Marketing Strategy

It should be no surprise that when marketing to digital health stakeholders, a mostly digital approachismost effective. There aremany approachesto choose from and it can be overwhelming to know what to do, especially if you are working with limited resources. Here we’ll focus onapproaches thathave proven successful for attracting and converting digital health customers, and that can be easilyoutsourcedand scaled up or down depending on your business cycle.

B2B marketing isabout meeting the needs of other businesses, though ultimately the demand for the products made by these businessescan be driven by consumers. We’re going to look at three B2B options:

  • Inbound Marketing
  • Account Based Marketing
  • A hybrid Inbound and ABM approach

Inbound Marketing

Inbound marketingattracts customers by creating valuable content and experiences tailored to them. While outbound marketing interrupts your audience with content they don’t want, inbound marketing forms connections they’re looking for and solves problems they already have.Inbound marketing strategies that attract your target audience and buyer personas are tied to content creation and development.

Inbound Marketing inFiveSteps

  1. Attract:Create and publishquality, informativecontent that provides value to your target audience. Focus distribution on channels that help your brand get found by those who need the information: social and organic search results are popular choices.
  2. Convert:Optimizethis content for lead generation with devices such as calls-to-action,ebooks, and webinars.
  3. Engage:Keep leads warm and continue educating them. Use engagement channels like emailand retargeted adsto continue your distribution efforts. Routinely publish new content that keeps leads coming back.
  4. Sell:Bolster your position as an advisor on the topics you’re publishing content around. Use intelligence about what content a prospect has read to better understand their problems. Prescribe your solutions to these problems. Use tools that make the buying process easier and more personalized.
  5. Delight:Repurpose much of the above marketing effort into helpful actions that your customers will also love. Aim to make their experience with your brand great. Turn them into promoters of your brand, that will help grow your business with longer customer lifecycles, upsells, and referrals.

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Account Based Marketing (ABM)

ABM is aB2Bstrategy that directs marketingand salesresources tofocus on a targeted list ofcustomeraccounts. ABM forcesthese twoteams to align because personalization at the account level requires sales and marketing to work together to createaccount-specific messaging.The goal is to achieve higher revenuesfaster by putting more resources and attention on high value and high probability customers in the hopes of accelerate a sale of higher deal value.

ABM inThreeSteps

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  1. Target:Marketing works with sales to identify keyaccounts that would make greatcustomers, andidentifies the types of content and marketing activities that will work for this initiative.
  2. Engage:Put marketing activities into motion that will create initial touchpoints with prospects from target accounts.
  3. Activate(aka land and expand): after landing some target accounts, expand your footprint within the business. Influence more prospects within the account. Use customized sales and marketing tactics to bring prospects to qualified services discussion.

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Image Credit: Terminus


Final Step: Measure

The reporting you do on a routine basis is important for anymarketing strategy, but especially ABM or Inbound Marketing. You’ll need to have a true sense of what’s working well and what’s not. Lean into the successes and mitigate low ROI on everything else. Make sure your sales and executive teams understand the full value marketing is providing to revenue generation.

For inbound, look at metrics such as:

  • Traffic
  • Leads generated
  • Conversion rate (leads divided by traffic)
  • Break downs of the above by source or channel
  • Sales opportunities and pipeline value generated from inbound marketing sources
  • Customers influenced by inbound marketing initiatives

For ABM, look at metrics such as:

  • Number of target accounts engaged
  • Average contacts engaged per target account
  • Lead scores and account scores
  • Specific key contacts (buying decision-makers) engaged with target accounts
  • Sales opportunities influence by ABM campaigns
  • Pipeline velocity: the conversion rate and speed at which opportunities are moving through stages of the buying cycle

Account-based marketing vs. inbound marketing

Some marketers wonder whether they should dedicate their resources to ABM or inbound marketing. But it’s not an either-or decision. Both are core practices in the modern marketing toolbox, each with their own strengthsand criteria where they are more effective.

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Generally, When is Each Best?

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The best of each --a hybrid approach

While you are engaging individuals within target accounts with personalized content and interactions through outbound methods, you can reinforce your messages with your onlinepresence;calling upon best practices for inbound marketing.Youare trying to attract your target accounts through helpful content. You may even identifya new target account through your inbound marketing efforts – one that perfectly fits yourdefinition of an ideal customer even though you had not included it on the original target list.

Since your inbound success depends on your content being found online, you need to develop your content withSEOin mind. Many B2B organizations also find it effective to amplify their content reach using online ads.

In short, these two approaches don’t compete. For some companies, one or the other is best. For many in the digital health space, due to the characteristics of the market, a hybrid approach will have greatest results.

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4. Digital Health Marketing Tactics

Once you’ve decided on your digital health marketing strategy, it’s time to select your marketing mix – the combination of tactics you will place your bets on to most effectively attractand influencecustomers. Just as there are many marketing strategies, there are amultitude of digital marketing tactics. We’ll look at ones that have proven success in digital health.

Pick your digitalhealth marketingmixwith yourusers and their unique needs in mind. Amethodthat is noteasily findable or ingestible by a targetwill not be effective.

Start with aContent StrategyastheBackboneof Your Marketing Strategy

A content strategy is astrategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience — and, ultimately, to drive profitable customer action. Instead of pitching your products or services, you are providing truly relevant and useful contentto your prospects and customersto help them solve their issues by giving them information, ideally in a format that lets them identify with a meaningful ‘story’ about themselves and what they care about.

Content Marketing Institute’s annual research shows that the adoption of content marketing is widespread and thatmarketersarefindingvalue in the approach.

Regardless of what type of marketing tactics you use, content marketing should bean integrated part of your process, not something separate. Quality content is part of all forms of marketing:

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In fact,content marketingis thebackbone of your digital marketing strategyandfuels other marketing tactics including:

  • Social media marketing, because promotions and excerpts of your original content can fuel your company’s posting feed
  • SEO,because search engines reward businessesbased on the quality, volume,relevance, and routine publishingofonlinecontent
  • PR, because you can syndicate content to other media outlets and cross-pollenate your audience with others
  • PPCand online advertising, because it’sa machine that needs great contentin order forit to work. (Google Ads uses a quality score, to judge the quality of your content, which affects your ad placements and costs)
  • Email and automation, because you can use fresh content as a trigger to reach out to your subscriber base and be helpful. Bonus points for having enough content on a monthly basis to send out a newsletter.
  • Event marketing, because you’ll want to use company to get out a message to a topic or audience that relates to upcoming events

Three Things Your Content Strategy Gives Your Customers and Prospects

  1. Reasons to keep coming back
  2. Establishescompanycredibilityas a thought leader in the space
  3. Aligns your service or product as a solution to problems

Content marketing is educational but is not about the products the company sells. The vendor offers such good information that you become loyal to the brand. It’s aboutyour audience. It should be written from the perspective of what they care about.


SixContent Types to Fuel Your Content Strategy

Here are sixeffective content types to fuel a digital health marketing content strategy:

  1. Infographics– graphics of a certain style that include visual representations of key data about a topic using charts and graphs. They are popular with customers and prospects and are typically shared heavily on social media and on websites. If done well with evergreen content and look and feel, they can endure for years. It’s worth spending some money to have a professional team help with the strategy, research, content development and design, and subsequent promotion.
  2. Web content– We’lladdressmore about websitesand blogslater as a marketing tactic, but websites have content of their own, and an SEO-optimized website also serves the best content marketing platform you personally own. If you are attracting the right people to your site with organic content optimization, then the sky’s the limit.
  3. Podcasts– Podcasts are a different way to bring content to your audience that can work surprisingly well for a B2B audience that has a lot of commute time for example,where they are hungry for audio content that will both pass the time, and prove educational. It can also give your products and services high visibility in a different area such as iTunes.
  4. Videos-ManyB2B marketers shy away from video because they think it is too expensive, and too difficult.But with both the falling cost of professional grade equipment and the increasing acceptance of the use of amateur video contentto tell short, informal B2Bstories,it is becoming more popular as a content marketing form.
  5. Long form contentsuch as eBooks andin depthcase studieslet youprovidehigh addedvalue to your customers.The definitions of ‘what is long form’ vary, buta general definition is~1200 wordsor more. As for any type of content, don’t overly focus on theword count, but rather on conveying the correct story that resonates with the buyer’s pain points and needs.Long form content done well can increase user engagement;forexample,when customers find so much value in a well craft piece of content that they want to shareitso it also shines well on their own brand.
  6. Market researchcan be turned into more content. For example, take theresults of asurveyand write a blog post about it.You can also turn that type of content intoinfographics, social media posts,other content that highlights datagleaned from the research.

Now let’s look atother marketing tactics that can round out your digitalhealth marketingplan, andamplify your message.


Automation

Marketing automation includes software and technologies designed for marketing teams that help them more effectively execute marketing activities across various channels. It helps automate repetitive tasks, increases the possibilities around personalization, and allows teams to efficiently scale their marketing tactics. From marketing processes to multi-purpose campaigns, marketing automation pairs technology and automation for increased overall efficiencysomarketing teamscanfocus on other (less time-consuming) tasks.


Three Examples ofMarketingAutomation

  1. Email marketing; delivering personalized emails at scale.include things like personalization at scale
  2. A/B testing: Tools for split testing two different variations of a web page, such as a copy, images, layout, etc. to find which produces the best results
  3. Social media management: Scheduling tools help with planning and execution around posting on social media channels, as well as monitoring important keywords, hashtags, and brand mentions

BuyerPersonasand Journey Mapping

Buyer personasare a tool that helps you take a customer-centric approach to journey mapping: they help you to define the tasks that your customers or prospects want to complete,and their needs and pain points in doing so across the customer journey. By understanding these needs and pain points, you can start to define the ‘moments of truth’ that really matter to your customers;where your business has a role to play and what you need to do to make this possible.

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Journey mapping can unearth information such as what stakeholders consider thebest life science news sitesand where your customer target personas spend their time.For example, you can uncover great nuggets such as where specific personas favorite news sources are.

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Three Ways Customer Journey Maps Help Marketers Win in Digital Health Marketing

  1. Enablesbettercustomerexperiencesby helping them achieve their goals
  2. Givesyour content context
  3. Positionsyou to drive better marketing results

Blogs

Blogs are an excellent way tolet people know what you are thinking about, and to demonstrate authority and credibility in a topic area.It needs to bediscoverable, andrefreshed frequentlyand targeted to your regional audiences. When dealing with a global multinational company, ideally there should be a globalversionand localversions ofblogs.


Three Ways to Supercharge your Digital Health Blog

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  1. Get an influx of ideas bybrainstorming topicswith your team
  2. Plan blog content that addresses FAQs that your sales and customer support teams routinely address, so that a marketing blog also supports your sales and customer support team
  3. Set up a process to and assign resources to ensure that the blog is refreshed frequently

Email Marketing

Email marketingstill remainsone of the most popular ways to deliver and amplify content marketing by B2B marketers.It’s a relatively low-cost, effective, and immediate form of communicationand once you build an email list, that list becomes part of your owned assets.When executed correctly, the ROI of an email marketing campaign can be significant – but there are a few considerations healthcare marketers must keep in mind when building out an email strategy. 


Top Three Things for Digital Health Marketers to Consider in an Email Marketing Strategy

  1. Optimize for mobile delivery. According to a 2018 report by IBM Watson Marketing, 47.6% of healthcare industry emails are opened via a mobile device, while only 25.9% are opened at a desktop computer. Responsive design is critical. 
  2. Useeducational content. Several studies have shown thatthis type of content performsbestwithinthe healthindustry as a whole.
  3. Providean obvious, straightforward call to actionthat prompts readers totake the next step you want them to take – schedule a demo, set up a meeting, download content, etc.

PPC and Social Advertising

Working with paid search and digital ads is an excellent way to amplify the reach of your digital health content.There are some specialways to approach online advertisingin the life sciences industry.When it comes to B2B marketing, one social media channel stands out.


SpotlightonLinkedInfor Paid Advertising

LinkedIn Adstarget specific companies and job titles andareaperfectfitfor a hybrid ABM/Inbound approach.LinkedIn reportsover 575million users worldwide,260 million who are active on a monthly basis. Many ofthese users are your professional targets. And the most active users on LinkedIn are interested in sharing and commenting on good content in order to enhance their own personal brands.With LinkedIn advertisements, you can get as specific as paying to place content in front of the exact job titles, and the exact companies you’re trying to reach. Now that’s a B2B tactic worth leveraging.


Events

It’s a digitalworldbut theindustry conference businessis still alive and well-even though thestrategyhaschanged.Promote your event before and keepthe momentumduring and afterwith adjacent events such as executive dinners, andrepurposing content into other vehicles such as follow-up webinars, roundtables, and focus groups.Events area large investment, especially when you add on travel and expenses for your event team to support, so find ways to justify the value that a marketing presence at an event brings.Make sureyourin-person branding materials such as business cards, align with the branding on your digital touchpoints.

Three ways tojustify your marketing spend for an event

  1. Have an event plan that keeps costs under control– minimize travel and attendance to keypersonnel.
  2. Make sure that you can capture leads and identify MQLs – often face to face meetings by sales reps are not recorded – find a way to get these tracked inyour CRM.
  3. Hold apost mortemafter the event so that all teams, business and marketing, can discuss the results. They will feel moreengaged, and you might discover and capturemore MQLs.

Social Media

Social media is a key digital marketing tactic for companies in all industries. There arespecific considerationsfor pharma and life science companies.

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FiveSocial Media Best Practicesto Help Your Digital Health Marketing

  1. Make sure your content is relevant, tuned in tocurrent world happenings and less about your product or the followers.
  2. Highlight 'real people.Feature them on social, real person on a webinar, real peoplein a booth. Get those people to have a profile and some activity on social media– for example,bymakingsure their LinkedIn Profiles are updated.
  3. Research thebest times to post on each channel by industry.Track your success, and update your timing as needed.
  4. Tag other accounts in your postsas long asyou are not prohibited by social media regulations at your company.
  5. Publish often with large volumes of postsif possible – breaking content into short,digestible and buildable chunks.

Websites

Yourwebsiteis a key factor tobrand success.It isanalways-on, full of content business card for an organization. Done right, it is the always-on storefront that works for you all day and all night. Done wrong, it can be an always-on embarrassment.Your goal is to make it brand safe, full of great content, and optimized so that it is ‘sticky’ enough for customers to spend longer on your pages, which increases your relationship with them and builds their interest in your products and services.

Three Tips to Optimize your Digital Health B2B Website

  1. Pay attention to the basics-likegood copywriting, quality images,andsimple, strikingdesign.
  2. If a company is global,plan for a regional site in allmajor markets – country and region-specific websites with local content are key to connecting with audiences in their own language and customs.
  3. Don’t skimp onprofessional design and copywriting.Havinga refreshed, easy to navigate site with readable and relevant content is much stickier than something that customers will want to avoid because it is confusing or not enjoyable to read.

5. Wrap Up

The bestmarketerswill tell you that no marketing strategy is everreally complete.And nowhere is that advice more telling than when it comes to digital health marketing. Take a dynamic life sciences industry, combine it with digital transformation and improving health;andyou have acollection of non-stop moving partswhich can make it difficult to keep up.

Difficult, but not impossible!

It's important to break it down into fundamental pieces.

  • Get a grasp on the marketspace – the stakeholders, buyers, and economic influences
  • Understandstrategieslike inbound, ABMor a hybrid model, and the building blocks within
  • List thedifferent tactics at your disposal, and where they fit into the strategy
  • Makeeducated plansabout which tactics and strategy to deploy
  • Execute
  • Measure everything along the way, and continually refinethe plan

Business priorities, customer behaviors, and industry dynamics have always changed, and you should continuously monitor your campaigns, and listen to the market. Make ongoing adjustments as needed to optimize and stay on track to meet your goals.

The good news is that byreading a resource like this, you’re already a step in the right direction in understanding and planning your marketing.

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And the great news is, if you are marketing a digital health company well, you are increasing the adoption of technology that helps health systems and people around the world.


FAQs

What is Digital Marketing Overview? ›

Digital marketing, also called online marketing, is the promotion of brands to connect with potential customers using the internet and other forms of digital communication. This includes not only email, social media, and web-based advertising, but also text and multimedia messages as a marketing channel.

What are the 5 P's of healthcare marketing? ›

The 5P's (Product, Place, Process, Price, and Promotion) strategies are introduced to improve healthcare services. The healthcare marketing study recommend to add the 5th P (Process) as core of healthcare marketing plan approach to improve or establish any healthcare services.

What is medical digital marketing? ›

Digital marketing has availed doctors and health specialists the opportunity to showcase their service to the digital world, beyond their locality. Digital marketing allows Health specialists to showcase expertise to prospective patients, build professional territory, and boost healthcare reputation.

What is the purpose of healthcare marketing? ›

Healthcare marketing allows you to increase your patient connections and nurture those relationships to form long-term, loyal patients. Successful healthcare marketing leads to successful patient engagement, and successful patient engagement leads to a booming practice.

How do you write an executive summary for digital marketing? ›

The summary should outline the following:
  1. your business environment.
  2. the key issues that have emerged from your situation analysis.
  3. the key objectives of your digital marketing plan.
  4. the strategies and tactics to be used.
  5. the projected outcomes and expected return on investment.

What is healthcare marketing strategy? ›

Healthcare marketing strategy involves leveraging a collective group of marketing channels both digitally and offline designed to specifically target new and existing patients for practices and hospital systems to improve patient care and generate growth and revenue.

How can digital marketing promote a hospital? ›

Top 10 Digital Marketing Strategies and Best Practices for the Healthcare Industry
  1. Your Website is Your Digital Hub. ...
  2. Focus on Local SEO. ...
  3. Invest in Pay Per Click Advertising. ...
  4. Keep Up to Date with Google Changes. ...
  5. Email Marketing Keeps People Coming Back to Your Site. ...
  6. Social Media Engages Your Patients.
28 Apr 2022

Why is healthcare marketing different? ›

Healthcare marketing is a challenge that requires marketers to adapt to changing times and regulations. It also requires a different approach to connecting with consumers than other marketing because a person's health and a facility's opportunity to provide care delivery is involved.

Why digital marketing is important in healthcare? ›

The importance of digital marketing in the healthcare industry is undeniable. As with any other business, the use of social media and website optimization can help increase web traffic, leading to more patients. Moreover, a healthcare website can provide information about medical conditions that patients may have.

Why do doctors need digital marketing? ›

Digital marketing for hospitals actually helps in making things more convenient and accessible for patients. Say, having a website, and a social media page helps in providing the patients easier access to the healthcare providers and saves them from unnecessary service research.

Why should a healthcare provider hire a digital marketing agency? ›

A digital marketing agency will adopt new tricks and technologies according to the on-going trends, it will focus on expanding the marketing opportunities and improving the customer interaction allowing the healthcare provider to focus on understanding the prospective patients better.

What are the 4 concepts of marketing? ›

The marketing concept rests on four pillars: target market, customer needs, integrated marketing and profitability.

How can we promote healthcare? ›

Building Your Healthcare Marketing Strategy
  1. Create a seamless digital patient experience. ...
  2. Build a consistent brand. ...
  3. Build engaging relationships using personalization. ...
  4. Create a strong website. ...
  5. Evaluate the best marketing channels. ...
  6. Manage patient reviews. ...
  7. Use analytics to secure your budget.

How will you know your healthcare marketing plan is a success? ›

Metrics and Measurement

The best way to determine the success of a marketing plan is to check the metrics of the efforts and compare them to the interim goals. Patient surveys, volume reports and web site traffic can all be useful measurements of the effectiveness of a marketing campaign.

How do you write a good executive summary? ›

An executive summary should summarize the key points of the report. It should restate the purpose of the report, highlight the major points of the report, and describe any results, conclusions, or recommendations from the report.

What is in an executive summary example? ›

Your executive summary should include: The name, location, and mission of your company. A description of your company, including management, advisors, and brief history. Your product or service, where your product fits in the market, and how your product differs from competitors in the industry.

Which type of digital marketing is best 2022? ›

Top Digital Marketing Trends of 2022
  • Influencer marketing. Influencer marketing is the practice of using an influencer's image and goodwill to promote and advertise a brand's product or services. ...
  • Omnichannel marketing. ...
  • Artificial intelligence.
  • Video Marketing. ...
  • Long-form content. ...
  • Social media shopping. ...
  • Progressive web pages.
14 Jul 2022

Which digital marketing strategy is best? ›

5 Most Effective Digital Marketing Techniques
  • Paid Search Advertising. This could be anything from media buys to display ads. ...
  • Email Marketing. Email marketing is still considered one of the most powerful advertising media on the Internet. ...
  • Search Engine Optimization (SEO) ...
  • Social Media Marketing. ...
  • Video Marketing.

What is the fundamentals of digital marketing? ›

Digital Marketing, plays a major role in attracting the right audience. Content Marketing Strategy refers to the process of marketing your content across various media through emails, messages, blogs, etc. It is one of the widely used fundamentals of Digital Marketing.

How do you implement the 4 P's of marketing in healthcare? ›

How to Implement the 4 Ps of Marketing in Healthcare
  1. Analyze the product by taking note of its function, appearance and packaging within the marketplace. ...
  2. Look at how your healthcare facility distributes its services. ...
  3. Price the costs of your healthcare facility fairly. ...
  4. Promote your services.
26 Sept 2017

How can healthcare marketing be improved? ›

  1. Use consistent healthcare branding. ...
  2. Evaluate the online patient experience. ...
  3. Build a responsive healthcare website. ...
  4. Test site speeds. ...
  5. Optimize organic search engine results for prospective healthcare consumers. ...
  6. Use PPC and display ads for healthcare marketing. ...
  7. Leverage social media (the right way)

Why is healthcare marketing difficult? ›

A unique challenge of healthcare marketing involves insurance providers and their power over consumers' decision-making. With many different types of insurance plans, variations in coverage, a multitude of companies, it can be difficult to navigate.

Is it ethical to use marketing in healthcare? ›

ABSTRACT: It is ethical for physicians to market their practices provided that the communication is truthful and not misleading, deceptive, or discriminatory. All paid advertising must be clearly identified as such. Producing fair and accurate advertising of medical practices and services can be challenging.

How is B2B used in healthcare? ›

B2B Healthcare Marketing, or Business-to-Business Healthcare Marketing, is the process of healthcare organizations and/or healthcare providers collaborating to increase business with consumers and patients alike and to provide them with the best services possible.

How do you write a hospital marketing plan? ›

The critical elements of a hospital marketing plan are detailed in a series of previous educational articles.
  1. Target Marketing – Establishing Target Customers.
  2. Competition Analysis.
  3. SWOT Analysis (Strengths, Weaknesses, Opportunities and Threats)
  4. SMART Goals.
  5. Strategies and Tactics.
  6. Marketing Budgets.
  7. Marketing System.

What are the types of health care market? ›

HEALTH CARE MARKETS

Health care has several interdependent markets such as: education, manpower, institutional, pharmaceutical and others.

What do you mean by health market? ›

Health marketing is an approach to public health promotion that applies traditional marketing principles and theories alongside science-based strategies to protect and promote the health of diverse populations.

What contributed to the growth of marketing practices in healthcare? ›

Rigorous changes in healthcare policies, consumer expectations and attitudes within the sector itself are the primary factors facilitating the growth of marketing in this sector. Primarily, policy changes in healthcare were encouraged in the West, where this industry is very organised.

What are the benefits of an online business practices in medical field? ›

With more patients taking a virtual approach to healthcare, your medical business has to adapt to the times.
  • Creating a better experience for all patients. ...
  • Faster site. ...
  • Have treatments and services available in plain view. ...
  • Good SEO for keywords. ...
  • Spend time creating a social network. ...
  • Reduce your overhead costs.
28 Sept 2021

Why is big data analysis important in hospitals? ›

Big data in healthcare is a term used to describe massive volumes of information created by the adoption of digital technologies that collect patients' records and help in managing hospital performance, otherwise too large and complex for traditional technologies.

Why is marketing important for doctors? ›

One of the most important reasons to get into digital marketing for doctors is because it gets your name out there. Name recognition and presence are invaluable in today's market. Doctors just can't reach potential patients through traditional print or TV ads the way that they used to be able to.

Why should doctors have social media? ›

Benefits of social media for doctors

As a doctor, using social media can help you to: build your professional network. share ideas and information. offer and access professional and peer support.

How can I promote my clinic in India? ›

Different methods of advertising and their benefits
  1. All India Radio.
  2. FM radio – the most preferred and highly influential nowadays.
  3. Local TV Channels.
  4. Newspapers.
  5. Newspaper Boy (distributing notices)
  6. Cinema theatres – as slides.
  7. Souvenirs of local religious or pubic functions.
22 Mar 2016

What is digital marketing explain with examples? ›

Digital marketing is the marketing and advertising of a business, person, product, or service using online channels, electronic devices, and digital technologies. A few examples of digital marketing include social media, email, pay-per-click (PPC), search engine optimization (SEO), and more.

What is the role of digital marketing? ›

The primary role of a digital marketer is to manage marketing campaigns promoting a brand as well as its products. They have a huge role in increasing brand awareness as well as driving traffic and acquiring leads and customers.

What's an example of digital marketing? ›

Examples of digital marketing include: Social Media Marketing (SMM) Search Engine Optimisation (SEO) Search Engine Marketing (SEM)

Why is digital marketing important? ›

Digital marketing is important because it connects a business with its customers when they are online, & is effective in all industries. It connects businesses with ideal customers when they are on Google through SEO & PPC, on social media with social media marketing, & through email with email marketing.

Which type of digital marketing is best? ›

5 Most Effective Digital Marketing Techniques
  • Paid Search Advertising. This could be anything from media buys to display ads. ...
  • Email Marketing. Email marketing is still considered one of the most powerful advertising media on the Internet. ...
  • Search Engine Optimization (SEO) ...
  • Social Media Marketing. ...
  • Video Marketing.

What are features of digital marketing? ›

8 Elements of a Successful Digital Marketing Plan
  • Online advertising.
  • Search Engine Optimisation.
  • Online Content and Blogging.
  • Web PR.
  • Social Media Management and Listening.
  • Mobile Marketing.
  • Web Analytics.

Who is the father of digital marketing? ›

Philip Kotler ... The “father of digital marketing,” Philip Kotler, is often referred to as such. He is an American professor who is credited with founding marketing as an academic discipline and has produced over 60 marketing books.

What are the main 5 reasons to implement digital marketing in a company? ›

5 Reasons Why Digital Marketing is So Important For Businesses
  • Your customers are online. ...
  • Your competitors are online. ...
  • Compete with global corporations. ...
  • You can target ideal customers. ...
  • You get to know your audience and allow them to know you personally, which can help to create brand loyalty and a community.
15 Sept 2021

What does a digital marketer do daily? ›

In general terms, a digital marketer is responsible for using a variety of digital channels to generate leads and build brand awareness. Digital channels include: Company websites. Social media networks such as Facebook, YouTube, and Instagram.

What is the difference between social media and digital marketing? ›

The difference between the two is simple: Digital Marketing is an umbrella term and includes all types of marketing activities while Social Media Marketing is one aspect of digital marketing and focuses primarily on the use on marketing on social media platforms.

How can digital marketing increase brand awareness? ›

3 Unique Ways To Increase Brand Awareness Using Digital Marketing
  1. Look For Guest Blog Opportunities. Having a dedicated blog page on your website and regularly updating content on it helps ensure your customers that you are an expert at what you do. ...
  2. Create Shareable Content. ...
  3. Find Your Digital Marketing Mix.

What is digital marketing in easy words? ›

Digital marketing, also known as online marketing, refers to advertising delivered through digital channels to promote brands and connect potential customers using the internet and other forms of digital communication such as: Search engines. Websites. Social media.

What is the value of digital marketing? ›

It allows you to be very targeted and granular in the way that you use your budget. You can target the right audiences on the right channels, and craft messaging that will best appeal to those audiences. In this way, digital marketing is incredibly good at generating ROI for businesses and driving value.

What is digital marketing and its benefits in future? ›

Digital marketing is the process of marketing products or services to potential customers via digital channels and the internet. Digital marketing has the same goals as traditional marketing, the only difference is the medium used to convey the marketing message.

Videos

1. Social Media for Healthcare: Why No One Likes Your Posts | Digital Marketing in Healthcare
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2. Digital Marketing For B2B Healthcare Software Businesses
(Brainy Marketing)
3. Healthcare Marketing: Digital Advertising Tips For Healthcare
(Kelley Knott)
4. Germany's Digital Health Market
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5. Healthcare Industry: Why Digital Marketing Is So Important?
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6. Top Seven Digital Health Startups to Watch in 2022
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