Everyone wants the best when it comes to their healthcare and with latest innovations and technologies rapidly transforming the market, it is imperative for healthcare service providers to adapt to the new circumstances with a marketing strategy that can stay ahead of the shifting consumer behaviors and emerging market trends to keep the organization at the top. For this purpose, leading healthcare providers have had to bring about significant changes in the way their services are marketed. Marketing strategies with multiple touchpoints should be seamlessly carried out across various channels to bring in new customers while also retaining the existing ones. Building trust among the patients will always be the primary objective when it comes to an industry as personal as healthcare and this is exactly why service providers need to implement the latest digital technologies and tools in marketing their brand. By doing this, you are able to:

• Provide personalized patient experience
• Ensure better communication
• Improve patient engagement
• Streamline patient management
• Build and manage reputation
• Generate leads and sales

Let’s take a look at some of the most effective strategies to achieve the best results for your hospital brand.

Make use of call tracking and analytics

Although online scheduling has become a lot more popular over the last few years, when it comes to healthcare, most patients still prefer calling over other modes of communication. Market research shows healthcare industry has the highest statistics when it comes to calling at a whopping 76%. With such tremendous call volume, it’s a treasure trove of data and insights into what exactly drives your patients to make the call. With the use of call tracking and analytics software, brands are able to have a better idea into what works and what doesn’t so that they can adapt promptly.

Leverage artificial intelligence (AI) and machine learning (ML)

AI & ML technologies have been evolving at a breakneck pace these past few years and they have had a powerful impact on healthcare marketing as they can process vast amounts of data to provide valuable insights into marketing your brand. The efficiency of AI tools in data analytics and predictive modelling is of immense help in in analyzing patient demographics and healthcare data which enables healthcare organizations to identify potential opportunities as well as predict patient behavior and response. Customized content and recommendations can be delivered to the patient to let them have a personalized experience from the brand, and along with the AI tools to make engagement easier, it will inevitably lead to a better patient experience and higher satisfaction.

This also extends to the use of chatbots which can give instant response to common patient queries either by answering directly or by connecting them to relevant resources who can provide the information. By taking over the repetitive administrative tasks, chatbots enable the on-ground staff to focus more on tasks that require one-to-one assistance to deliver a better experience to the patients.

Stay up to date with review generation and monitoring

In an industry where 94% of the patients use online reviews to evaluate their service provider before making a decision, it’s crucial for the hospitals to establish and maintain a stellar reputation online to attract more patients their way. By utilizing a well-designed reputation management software, you can encourage frequent reviews from patients to enhance your online presence and also collect and review data from various platforms to make improvements to help generate more leads.

Integrated customer relationship management

Customer relationship management is another aspect where healthcare organizations need to invest more time and money. A healthcare CRM enables the hospital to collect and store all relevant data pertaining to the patients in one place which can be used to customize their experience with the brand. The patient profiles created by CRM assist in providing services specifically tailored to the needs of the individual patient which is essential to building and managing a good relationship with the patient. With the effective use of CRM, the patients are given an enhanced patient experience which makes patient retention easier as well as acquisition as they would recommend your services to their family and friends.

Optimizing social media marketing

In this era where the society as a whole is turning increasingly digital, special care must be given to online marketing so as to enhance the patient experience. Social media is the easiest way to reach your audience, but the content you put on social media has to be optimized accordingly. The output needs to be both educational and engaging, and the design needs to be eye-catching with its layout and colors. Most of all, brands need to put more effort into narrative marketing so that you can connect to the patient on a deeper level and build a community. Livestreaming, chatbots, and influencer marketing can all provide great assistance when it comes to social media marketing. Along with all these, it’s also necessary to optimize content for voice search and virtual assistants to provide a smoother experience to the customers.

Implement marketing automation

Marketing automation makes communication effortless at every level and thus plays a crucial role in nurturing a better relationship with the patient. By implementing marketing automation tools, brands are able to deliver highly personalized messages and recommendations to their patients/prospective patients in a timely manner to build trust and loyalty in the brand. This streamlined communication process can significantly add to your brand reputation and can be converted to leads over time as patients become more and more comfortable with the brand.

Invest in telemedicine and remote patient monitoring

Nowadays, patients have become more comfortable with the idea of telemedicine. By facilitating telemedicine and remote patient monitoring, hospitals are able to care for the patients without them having to go through the hassle of visiting in person. Investing in this technology enables you to promote your doctors and services more efficiently as they are able to help more patients with ease.

Healthcare industry, more than any other, needs to stay up to date with the latest marketing trends as patient preferences and behaviors are greatly influenced by the data they find online. A comprehensive marketing strategy that can build and maintain your brand position requires careful thought and planning. But with proper implementation of strategies to adapt to the evolving market needs, brands can successfully keep their position in the industry by securing a good reputation both online and offline among the patients.

Established in Hyderabad, India, Moksha Media specializes in branding and digital marketing of hospitals to deliver the best results. For the last two decades, we have been highly successful in delivering 360-degree branding and marketing services to hospitals in India and overseas with significant increases in revenue. The experience and insights gained over the years enable us to incorporate the latest digital tools and technologies into our services to ensure maximum efficacy and thus give your hospital the edge it needs to be on top at all times.

27 January 2024 | Healthcare Marketing, Digital Marketing