Best Healthcare Marketing Strategies That Will Help You Grow
Charles Berry, January 9, 2023
With an annual growth rate of 5.4% until 2028, the global healthcare industry is becoming fiercely competitive. Innovation is at its peak, and potential customers are surrounded by tons of information. Now add an ever-changing marketing methodologies landscape, and you’ve got an incredibly challenging market to deal with.
To stand out from this competitive crowd and always stay on top of the minds of key decision-makers and industry experts, it is absolutely essential to take the right approach to strategic marketing for healthcare organizations.
But how? Check out these five winning healthcare marketing strategies to take your business in front of the right people.
Impact of Marketing Strategies on Healthcare Systems
In terms of organizational impact, a successful healthcare marketing campaign can boost qualified leads, improve customer retention, and raise overall revenue.
But that’s not it.
Since healthcare is a very human-centered industry, effective marketing strategies impact everyone involved, whether doctors, decision-makers, or patients. A few of them are given below:
- It enhances patient engagement and improves treatment and care facilities.
- Building a good reputation and positively impacting the community helps build strong relationships.
- It enhances doctor-patient relationships by establishing clinical leadership.
- It helps healthcare systems expand their reach and promote ROI.
Wondering how you can achieve the same? Here are some of the best marketing strategies for your next big healthcare marketing campaign.
1. Create Engaging Content
Healthcare B2B businesses that focus on developing certain strategic content create more leads than those that do not. This is because doctors, hospitals, and retailers start their research online when they want to buy healthcare-related products.
As a result, you should focus on creating content around your niche and educating customers about your industry, products, and services. Start with creating accurate buyer personas and mapping out individual buyer journeys. And then create relevant content that addresses their specific pain points. The more relevant and timely your content is, the easier it is for people to relate to you; therefore, you can easily build a rapport with experts.
In addition, it will help to introduce a variety of content formats in your marketing strategy to keep the audience engaged.
2. Optimize for SEO
Creating content without optimizing SEO is like watching a movie without popcorn.
60% of marketers acknowledge the importance of SEO for generating organic traffic, and so should you.
SEO involves making changes in your content to rank high on search engines. Keywords are an essential element in SEO; therefore, take time to research the industry keywords you would want to rank for. Then, include these keywords in your blog header and content throughout the piece.
Also, don’t forget to include your keywords in the page URL and Meta descriptions. Your website’s optimization will increase traffic and the possibility of closing more deals.
3. Email Marketing is More Important than Ever
Did you know that an email’s average open rate in the healthcare, pharmaceutical, and biotechnology sectors is 21%? And this is why healthcare email marketing should be at the top of your marketing techniques.
Every healthcare professional practitioner has an email address, and they believe it’s the lifeblood of daily connectivity and productivity. Moreover, they see email as their first prioritized notification over any other social media application.
Still not convinced? Here’s a healthcare email marketing example.
Wynn Pharm Inc. – a manufacturer and distributor of vitamins and supplements – was trying to boost sales of a brand of joint health products. But the challenge was to come in direct contact with the doctors. To overcome this obstacle, they took the support of email marketing.
By curating a healthcare mailing list based on the buyer’s persona and sending out personalized mail with meaningful content, they were able to catch the attention of their target audience. In addition, email marketing allowed for the company’s scalability as more and more doctors became leads and were targeted by the email campaign.
To benefit the most from this strategy, purchasing a mailing list is the most effective way to connect with CMOs and top medical experts. Furthermore, you can achieve an even higher open rate by using accurate, current, and reliable mailing lists.
4. Data-Based Marketing
Market research and data are the keys to effective, on-target marketing. However, to reach a more conventional audience that isn’t aware of your innovative solutions, you must first ask these questions:
- Who am I trying to reach?
- What are their needs and pain points?
- What kind of solutions are they looking for?
- How can my services/products help them?
Without understanding your buyers, your healthcare marketing efforts will be scattered and unproductive, making it difficult for you to position your product or service in this highly competitive industry. Tap into the potential of data you’ve collected so far to gain a better understanding of your audience.
This way, once you know who your audience is, you can tailor your story to speak to their needs and goals.
5. Focus on ABM
Although the sales cycle for the healthcare industry is relatively longer, Account-Based-Marketing makes this marketing process much more streamlined and efficient. It’s a concentrated effort that enables sales teams to accelerate prospecting and outreach.
Each campaign in this strategy is thoroughly planned, based on the unique needs of each account, to ensure that it engages the right audiences. In addition, it aims to equip sales teams with a structured sales process that aligns with your digital marketing strategy and reduces time wasted on bad leads.
ABM is perfect for companies in the healthcare sector who want to target accounts with longer sales cycles and bigger deal sizes.
The Bottom Line:
Finally, to see the true impact of marketing strategies in healthcare systems, it’s imperative to gauge your strategy’s effectiveness. You can use metrics such as conversion rates on landing pages, cost per lead, and web traffic.
Using the right strategy and performance analysis, you can achieve your business goals and take your business to new heights!
References:
- https://blog.hubspot.com/marketing/email-marketing-stats
- https://www.ncbi.nlm.nih.gov/pmc/articles/PMC6685306/
- https://neodove.com/healthcare-marketing-strategy/
