There’s no denying that the healthcare market is undergoing a paradigm shift, especially with the adoption of digital solutions. A growing number of healthcare providers are engaging patients online instead of using traditional advertising methods. As such, in the current consumer-driven healthcare landscape, tapping into the consumer market is not just about offering services; it’s about crafting a narrative that resonates with the needs and desires of the modern patient.
As a healthcare business, your challenge is to navigate the complex web of patient behavior, preferences, and expectations. So you can craft a targeted marketing campaign that will yield results, including increased patient volume and improved brand awareness. Targeted marketing can become your compass towards growing your healthcare business, and these are the ways.
Honing In on Your Target Patients
Delving deeper into the psyche and behavior of the healthcare consumer is akin to peeling back the layers of an onion—each layer offers a new depth of understanding that can empower your team to develop a nuanced marketing approach. Before diving into strategies, it’s crucial to understand who the healthcare consumer is. Today’s healthcare consumers are:
Informed and Empowered
With information at their fingertips, consumers are more knowledgeable about health-related issues. In fact, studies have found that nearly one in ten Americans turns to Google before talking to their physician.
Consider Jane, a 30-year-old working professional. Before even considering a visit to the doctor, Jane researched her symptoms online, read through several health forums, and even took an online assessment. By the time she contacts a healthcare provider, she’s armed with questions and expects clear, concise answers.
Tech-Savvy
Tech-savvy patients use computers, smartphones, and the internet to stay on top of their health. They prefer online resources for medical information, telehealth services, and digital communication with providers.
Take, for example, Mike, a tech enthusiast in his twenties who prefers to book doctor appointments through an app. He will likely engage with a healthcare provider that will give him a seamless digital experience. He tracks his fitness and diet through wearable technology and expects his healthcare provider to integrate this data into his health records.
Value-Conscious
As the healthcare business shifts into a more patient-centric model, there is a growing demand for healthcare services that offer value for money.
For instance, let’s consider Linda, a retired teacher living on a fixed income who is very mindful of her healthcare expenses. She compares prices and is inclined toward healthcare providers with transparent pricing and higher value propositions. A healthcare business that provides clear cost structures and explains the value of its services can easily earn Linda’s trust, and she would likely become a loyal customer.
Seeking Personalization
According to Salesforce research, 66% of consumers want experiences that are tailored to their needs and preferences. This sentiment proves that healthcare marketers can’t get away with a one-size-fits-all marketing approach. Healthcare consumers want to be treated as unique
individuals with their own goals and challenges.
For example, take our next patient persona, Rahul, a 40-year-old with a chronic condition. He doesn’t want generic care; he wants services tailored to his lifestyle and condition. When a healthcare provider uses his health data to personalize his treatment plan, Rahul feels valued and is more likely to remain loyal to that provider.
The Pillars of Targeted Marketing for Healthcare Businesses
Providers must build their marketing strategies based on several foundations to reach and engage with today’s healthcare consumers effectively.
1. Data-Driven Insights
Gone are the days when providers could rely on “gut feelings” or “hunches” to guide their marketing efforts. Today, data-driven insights are non-negotiable when it comes to targeted healthcare marketing because they empower you to understand and anticipate patient needs, preferences, and behaviors. With data analysis, you can tailor your marketing endeavors to address specific health concerns, optimize patient engagement, and improve care outcomes.
This targeted, patient-centric approach ensures your marketing steps are relevant and effective and can lead to better patient satisfaction and loyalty, ultimately driving success for your healthcare business.
2. Segmentation and Personalization
Segmentation and personalization are critical in healthcare marketing as they allow you to custom-fit your communication and services to specific groups, so your marketing message will always be relevant and resonate with your preferred audience. You can accomplish this by dividing your market into segments based on key demographics, including age, condition, income, lifestyle, etc. Then, you can craft personalized marketing messages for each segment.
For example, a dental practice segments its market into families, young professionals, and seniors. They send personalized emails to each group with family discounts, cosmetic dentistry offers for professionals, and gentle care reminders for seniors.
3. Content Marketing
Content marketing is a linchpin in targeted healthcare marketing for several reasons. First, content marketing educates and empowers patients, allowing them to make informed decisions about their health and treatments, leading to better health outcomes. High-quality content also helps establish your practice as an authority and trustworthy resource, making it easy for patients to trust your business. Not to mention, high-quality and valuable content helps with SEO and enhances your online presence.
4. Digital Presence and SEO
Your digital presence and SEO boost targeted healthcare marketing by enhancing your practice’s online visibility. So when a would-be patient searches for health-related information related to your practice, your healthcare website will appear on the first page of the search engines. This targeted visibility attracts high-quality leads, i.e., people actively seeking healthcare solutions.
Effective SEO strategies lead to higher website traffic, more appointments, and, ultimately, a stronger online presence, which is always welcome in such a competitive healthcare market.
5. Digital Reputation and Reviews
Did you know that 90% of patients use online reviews when checking healthcare providers? Patient reviews and testimonials are vital for targeted healthcare marketing because they offer social proof, build credibility, and significantly influence the decisions of modern patients.
Positive reviews can attract people looking for reliable healthcare providers, while addressing negative feedback shows a dedication to improving patient satisfaction.
Patient-Centered Healthcare Marketing
According to Cardinal Healthcare Marketing Agency, targeted marketing for healthcare is not just about selling your services and treatments; it’s about establishing a connection with the consumer—understanding their journey, addressing their concerns, and providing solutions that resonate with them on a deeper level. In conclusion, ensure your healthcare marketing is targeted and relevant.
