Almost 90% of Americans search for healthcare information on social media, according to a study found in “Healthcare Social Media for Consumer Informatics”. Consumers are now more actively involved in their care than ever before, making decisions along their healthcare journey that they may have formerly left to a physician.
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Changes in this industry’s consumer behavior is a key factor driving the increased importance of marketing. Healthcare marketing supports the transition to consumer-driven care by educating patients, drawing them into health systems, and providing superior customer service and engagement opportunities. Having a marketing strategy can not only help you reach new clients, but also retain your current ones. Let’s take a look at how healthcare providers can improve their service delivery and set themselves apart from their competitors.
So what is healthcare marketing exactly? It is the process of healthcare companies practicing strategic outreach and communication in order to attract patients. This form of marketing doesn’t stop after getting those patients in the door. Your strategy should continue to guide them through their healthcare journey and keep them engaged with the system.
Healthcare marketing, when done properly, can offer the following for your company:
* Boost patient experience.
* Build your own brand.
* Keep your patients engaged with personalized and prompt outreach.
* Empower your clients to make smarter and healthier decisions.
* Grow your consumer base, retain existing clients, and improve your reputation in your community.
* Drive stronger leads and increase your revenue.
* Increase opportunities for physician referrals.
* Position your organization as leaders in the market.
* And realign strategies after evaluating productivity. This will better streamline your workload.
Effective marketing strategies incorporate omnichannel, highly-segmented, and targeted online and offline tactics. When integrating these tactics, you can drive your engagement and strengthen your revenue cycle.
Improving marketing efforts requires utilizing consumer and market data-such as consumer, household, and sociobehavioral data stored within your customer relationship management (CRM) system. Strategies such as crafting individualized patient messaging, executing on omnichannel precision marketing strategies, and constantly optimizing marketing performance are some of the best ways to strengthen your online presence.
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