The healthcare market has always been a highly competitive industry and it has only become even more so in the recent years with the advent of the digital era. With high quality healthcare services being both accessible and affordable now, it has become imperative for hospital brands to personalize their marketing so as to maintain their leading position in the industry. With personalized marketing, brands can set themselves apart from their competitors, build meaningful relationships with the patient, and boost patient acquisition and retention.

Now, let’s take a look at some strategies you can adopt to personalize the marketing for your healthcare brand.

Segment your target audience

Market segmentation has evolved as an integral part of delivering personalized healthcare marketing. Using data analytics, you can understand your target audience, their behavior, their preferences, their needs, and their expectations better and can segment them to personalize your advertisements and messaging, enabling you to reach the right person at the right time. The insights gained from market segmentation can also help you engage with the patients more effectively, and thus, establish a personal connection.

Ensure personalized outreach

The patients expect individualized care from you and that’s what you should provide, during every step of their patient journey. From the moment of appointment to treatment and recovery, make sure to send them personalized reminders and messages to show that you care. Even after recovery, you can keep sending them periodic reminders regarding healthcare as well as personalized birthday and holiday greetings to improve brand memory and recall.

Use targeted email campaigns

Targeted email campaigns can be considered as an extension of personalized outreach where you send personalized marketing and promotional material to the patient to inspire action. By letting segmentation drive your content marketing strategies, you can deliver highly targeted, customized content to your patients. Such targeted email campaigns also play a vital role in developing trust and loyalty towards your brand. While sending emails, you should also take care not to send too many, which may have an adverse effect on the patient’s attitude.

Create patient portals

A patient portal allows the patient to manage their healthcare journey better. From there, they can schedule appointments, find answers to their concerns through secure messaging, and keep track of their medical data in one place. Patient portals enhance the patient experience with the brand by giving them easy access and control over their own healthcare data. It also enables you to deliver personalized content to the patient according to the available data in the portal, making it an effective marketing channel as well.

Step up on social media

Social media provides you a platform where you can engage and interact with the patients on a personal level. Delivering relevant content and interacting with them by answering their questions on social media can help nurture a positive, two-way relationship with the patient. Social media polls, surveys, and Q&A sessions are all valuable sources of data you can use to personalize your marketing. You can also promote personalized content relevant to the audience through retargeting campaigns on social media to get the desired response. If the patients are willing to share their social media profiles, you can use that information to send them personalized messages and relevant posts through direct messaging as well.

Offer telemedicine and remote monitoring

Convenience is the key to ensuring better patient satisfaction in the brand. Telemedicine enables your patients to save up on the time and effort it would take for them to visit the hospital in person for their appointments. You can use virtual assistants and remote monitoring to keep an eye on your patients to provide them with the necessary care when they need it. This also makes healthcare more affordable to the patients, which is another plus.

Make website design accessible

Designing and developing a user-friendly, easy to navigate website which is clutter free and has all the relevant content and resources a patient would need is of essence when it comes to healthcare marketing. You should pay special attention to accessibility when designing the website and including elements to make your website more comfortable for users with disabilities can help generate positive feelings towards the brand.

Develop patient loyalty programs

Patient loyalty programs are an excellent way for you to connect with your patients better. You can use loyalty programs to personalize your services and marketing content, and use them as an incentive to encourage repeat visits. Loyalty programs are also helpful in making the patient feel like the are receiving special, individualized care from your brand and the trust and loyalty developed this way is highly beneficial for the brand.

Ensure omnichannel experience

Ensuring that your patients have a seamless experience with your brand across all channels is of utmost importance when it comes to healthcare. From providing them access to hyper-relevant content to sending them personalized reminders and messages, your marketing strategy should be able to encompass the whole of their healthcare journey. This way, they will personally feel attached to your brand and the services you provide.

The healthcare industry has been evolving rapidly and this means brands need to adapt quickly and efficiently to not only the advancements in marketing tools technology, but also to the ever-growing demands of the consumers. Personalized healthcare marketing aims to keep your brand ahead of your competitors by developing a personal, lasting relationship with your audience. To do this right, you need a branding and marketing partner with both expertise and experience and this is where Moksha Media comes in.

Moksha Media, Hyderabad is a top healthcare branding and marketing agency delivering exceptional results to the clients with our creative, innovative, and data-driven solutions. With a combination of skill and technology, we transform the brands under our care with goal oriented, personalized healthcare marketing. Our excellence in the field has enabled us to have numerous successful collaborations with the top healthcare brands in India. Your healthcare brand will flourish in our hands, and of this we can assure you.

Connect with us today to know more about Moksha Media and the services we provide.

19 July 2024 | Healthcare Marketing, Digital Branding for Hospitals, Digital Marketing for Hospitals