Healthcare Marketing Basics
Things you should know while doing the strategic healthcare marketing.Ever though how one would search online during the immediate moments of need. Usually it is that they will take out their smartphones and quickly type in the search tab of any of the leading search engines like Google, Bing or Yahoo and soon they will be showered with immediate and most reliable answers on their screen.
According to the Google Insight, every 1 in 3 smartphone users have purchased from a brand or company other than the one they intended to buy because of the information provided in the moment of need.
The readily available information at the moment of need have shown an extra-ordinary effect on the behavior of the consumers. This quick and immediate answer to a time-oriented need has been termed as “a micro-moment” by Google. This is a proven and huge opportunity for medical and health-care marketers in order to attract and earn a savvy patient’s interest and trust. Considering the Google’s definition of micro-moment from a research study point of view, it is described as: “Micro-moments are critical touch points within today’s consumer journey, and when added together, they ultimately determine how that journey ends.”
Targeting the best and potential customers and audience is all about seizing such micro-moments. In order to promote any brand or business in healthcare industry, it is very important to learn to capture the attention of the potential audience quickly throughout any possible devices, platforms and channels throughout the Healthcare & Medical Marketing Journey. This can be well explained in the following ways:
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Awareness & Consideration
Being able to display your brand or business quickly during the micro-moments has a distinct advantage over the competitors. As the patients/customers are looking for answers to their questions, most of the potential patients are bouncing across the variety of websites and channels irrespective of the brand they used to follow or want. Being aware of such opportunities and considering them well for your brand or business is very important. The ‘Awareness and Consideration’ stage include PPC, keyword/search on-page optimization and targeting/retargeting.
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Engagement & Useful
Fleeting the attention of your potential new customer is not enough but you also need to lock the deal successfully. Here comes the role of content. Quality, fresh and up-to-date content plays an important role. Moreover, the content must be catchy, related to your clients’ problems and must offer a reliable solution to their problems. A valid and real content grabs more chances of gaining a trust and therefor increasing the conversion ratio. This could include symptom checkers, physician profiles, important guides, must-known-facts, white papers, how-to blogs, emergency protocol, useful tips and many more.
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Adaptive & Available
It’s all about being in the right place at the right time to the right audience. You must be prepared to be adaptive and available with your brand or business in order to hit the bull’s eye. You must offer the correct, informative and useful content in your website or else more than half of your traffic will leave your page as soon as they land on it. Moreover, no one likes to wait, have the websites well maintained and fast; taking longer time to load will simply leave an opportunity to make a new client.
It is very important to utilize the micro-moment for the maximum benefit of the brand and the business. Understanding the correct tools to use, appropriate methods to apply, most reliable and timely strategies to follow for a brand and a business, a website can be well optimized in order for the maximum ROI and guaranteed online success.
