Over the last couple of years, there has been a huge rise in the number of people purchasing healthcare products and services online due to the pandemic. According to a report, in 2019, consumer spending on healthcare and beauty products in the U.S. increased to about 50.4 billion U.S. dollars in 2019 from 32.6 billion U.S. dollars in 2016. There is a need for you to focus on reaching out to customers online with a strong digital marketing strategy.
Since there is tough competition in the healthcare digital world, you need to establish your healthcare brand that stands out among all others and instantly appeals to the customer and gain their trust. With targeted digital marketing techniques, you might be able to effectively reach out to your audience on the web and social media platforms like Facebook and Twitter.
These are ways you can use digital marketing to establish your brand online.
- Optimize Your Website for Search Engines
Search Engine Optimization or SEO as it is known is quite effective for digital marketing and can help you boost the visibility of your website. Think of it this way. With SEO, you can make your web page show in the top results of Google for example and gain the trust of consumers.
When people realize that your healthcare brand is trusted by a top search engine, they will click on your website and search for more information. This optimization could help you increase traffic to the page and convert more leads as well. One of the first things you need is get your medical logo designed, one that will fit with your marketing and brand theme. For this, you can refer to a professional logo designer who understands your healthcare brand and brand image. Then you need to optimize your website for search engines. Unless your logo design, website images and content are aligned with the SEO guidelines, your website won’t come up in your customer’s search results.
- Focus on the Buyer Persona
Basically, you should find out everything there is to know about your target audience. Look at it this way. As a business owner, the persona of your buyer will help you reach out to your customer and grab their attention before the other businesses. So you have to try and come up with a buyer persona that matches your brand and products or services.
So with information such as consumer interests, their likes or dislikes and their preferred channel of communication, you can create it and market your brand to them effectively. For instance, Cardinal Health clearly demarcates its target customers in professional healthcare providers and patients, who are looking for healthcare products and services.
It’s why they use attractive images and informative videos on social media to engage their target audience and build their loyalty towards the brand.
- Increase Consumer Engagement on Social Media
There are quite a few healthcare brands online that have managed to make their online presence stronger by increasing engagement with the customers on social media networks. Always, the NHS of the UK is one example that is responsive not only through social media but through its app too, making it highly accessible and relevant to its target audience.
Similarly, Guardian is life and health insurance company that actively demonstrate their connection with their target audience via engagement on social media channels.
All of these brands ran successful campaigns on Instagram, Twitter, LinkedIn, and Facebook which encouraged consumers to share their experiences and stories, and participate in hashtag trends.
By increasing customer engagement, these brands were able to reach out and communicate with consumers everywhere successfully. You can also establish your brand in a short span of time by engaging with customers on social media platforms like Facebook, Pinterest and Instagram.
- Value Driven Content
One of the best ways to appeal to the customer is by offering them content with value. Bupa of the UK have created such a forum on the website that gives unique insights and extensive information to the consumers via consumers. Its patient stories, podcasts and doctors’ advice are user generated content by industry specialists, authors and anyone who wants to contribute on a subject.
Image Source: Bupa.co.uk
Content that is generated by users with posts and blogs appeals to people more than disruptive advertisements or pop-ups. By incorporating it into your website like Bupa has done or featuring interactive taglines, headers and videos on a page, you can attract more consumers. You can also boost traffic to your website and keep them on it for a longer time.
These are some healthcare digital marketing techniques that you can apply to establish your brand. You can also use them to make your online presence better and more targeted. Once people are familiar with your healthcare brand products and services, it can become easier to convince them to buy them over the competitors.
About Veronica Johnson
Veronica likes reading, writing and exploring through her travel. With her freelance guest writing, she hopes to achieve both her passion and career in online content marketing. She writes on topics like business, advertising and digital marketing.