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The Daily Stream

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How to Utilize Digital Marketing in Healthcare

April 10, 2016 // By: Ashley Clark

There’s an overall trend in the healthcare industry of clinicians, physicians, and patients utilizing smartphones and other mobile devices as part of their everyday activities. For medical professionals, this use varies from accessing patient or drug information or reference tools to communicating with patients and medical staff, according to the Wolters Kluwer Health 2013 Physician Outlook Survey.

This survey also discussed top physician challenges, with a large percentage of physicians listing two of their major challenges as utilizing healthcare information technology in their practices and keeping up with the latest research.

As for patients, there’s been a recent trend of people moving to mobile platforms. According to the Ericsson Mobility Report on the Pulse of the Networked Society, by 2020, around 70% of people will use smartphones, and worldwide smartphone subscriptions will be around 9.2 million. These prospective customers are utilizing their digital technology to access information about local healthcare providers, drug information, medical device research, and more.

So the question is, how can you leverage that information to better suit your customers’ needs? You can start by improving your digital reach in the healthcare industry quickly and efficiently by utilizing these key digital marketing practices.

Create a Functional and Adaptive Website

To start, make sure that the information you have available is easily accessible to your prospective customers regardless of what device they’re using. A responsive website design takes a little more time during the development process but will ensure that your customers have the same great experience using your website on their computer as they do on their smartphone or tablet. Not only will this ease their frustrations, but it will ensure that they can get to the valuable information you provide about your business.

Create Valuable Content

More and more, your customers want to get to know your brand before buying in to whatever you’re selling. In the healthcare industry, this could mean a service such as a life-saving procedure or a product such as an innovative medical device.

What you’re selling really doesn’t matter. What does matter is whether your customers know it’s available, know why they need it, and know they should get it from you.

By creating free content that’s valuable, accessible, and shareable, you give customers an opportunity to get to know you from the comfort of their internet-connected devices. The kind of content you create should fit with the clients you’re looking to capture. So if your ideal customer is professional athletes who need knee surgery, you might consider a fast-paced and easily digestible content format such as a video or social media update.

On the other hand, if your ideal customer is a busy physician who wants to better connect with their patients, then a webinar or an eBook might be the better route for describing your product or service.

Make That Content Accessible

Once you have a website that can adapt to whatever platform your ideal customer uses and you have valuable content to share, make sure that customers can easily access the content. And that’s where SEO, or search engine optimization, comes into play.

SEO, simply put, is how your advertising firm ensures that your customers can find the products or services you offer in search engines like Google. How do you do it? It starts with competition research and ends with a targeted strategy so your business ranks well in search engines, making it easy for your potential customers to find you.

When it comes to boosting your business in the healthcare industry, the key is being found by your ideal customer. And the best way to do that in today’s information- and technology-saturated world is to utilize digital marketing techniques in your everyday business practices. With these three simple keys, you can improve your reach and gain new leads every day.


Stream’s Kick-Start Step

To get started, look at how your website adapts to various devices. If you can’t easily use your site on a mobile device as well as a computer, consider moving to a more adaptive design as soon as possible for the convenience of your potential customers.


Want to learn more about how you can use content marketing to your advantage? Check out our FREE eBook Content Marketing Secrets Revealed.
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—Ashley Bailey is an Inbound Marketing Copywriter at Stream Companies, a full-service Philadelphia-area advertising agency.

Topics: Digital Marketing, Healthcare, Healthcare Marketing, Inbound Marketing