Healthcare digital marketing is ever-evolving. It’s vital that you understand the most current trends in order to create a successful strategy. (You can find part one of our two-part series on the key elements of healthcare digital marketing here.)
Element #4: A Solid Lead Conversion Plan
When your targeted buyer personas are interested in your healthcare organization, how do you reassure them that it’s safe to take the next step? This question is at the heart of lead conversion or turning passing interest into new customers.
Lead conversion is a complex process that involves a many-pronged strategic approach. If you’re struggling to convert leads into customers, you’ll need to address a wide variety of issues like:
- Website usability: design, load times, glitches, online purchasing, live chat, FAQs
- Customer service: phone wait times, mixed messages, slow response time
- Social media: comments, question response times, PR issues
- Promotions: A/B testing for campaigns, new offers, visibility
Better conversion can be found through digital tactics including:
- Landing pages
- Better cross-platform calls-to-action
- Targeted multi-media content
- Focused social media strategies
- Infographics and educational content
- Email campaigns and newsletters
Element #5: Maximized Analytics
Another cornerstone of digital marketing is the use of analytics or data-mining methods that reveal deeper truths about your audience and marketing efforts. Analytics come in many forms:
- Market analytics: describe the entire marketplace/region/world
- Audience analytics: describe your entire potential audience
- Customer analytics: are specific to your converted leads/customers
- Predictive analytics: make predictions about future behavior
- Real-time analytics: allow you to view actions or transactions as a live feed
- Risk analytics: measure the likelihood of risk associated with certain groups
Element #6: Careful Healthcare CRM
CRM, or customer relationship management, is a bit different for healthcare than other industries. It’s heavily regulated, has strict privacy concerns, and involves true life-and-death situations for patients. .
Your organization’s success depends largely on your ability to manage a massive database of customer experiences and feedback. While a shoe company might only sell someone a couple pairs of shoes a year, you’re likely to have more complex and ongoing interactions with your consumers.
It’s strongly recommended that healthcare manufacturers us a robust CRM tool. These tools ensure that you’re identifying, connecting with, and satisfying customers as part of a long-term marketing strategy.
Element #7: A Robust Page Ranking Strategy
Finally, let’s take a moment to look at the digital marketing issue of pay-per-click (PPC) vs. organic search.
Although each approach has a list of pros and cons, in general, their use should be based on where your company stands in its lifecycle. A brand new healthcare company needs to build trust and will almost certainly need a strong PPC strategy to establish its place on the internet. Develop name recognition by sitting at the top of search results.
Established companies can rely more heavily on organic search traffic. In general, an organic search strategy has 6 elements:
- Research: reaching people during the research stage of their decision-making
- On-page: keeping your own website optimized to avoid Google penalties
- Off-page: linking and cross-promoting
- Local SEO: online tactics to focus directly on your local market
- Performance: factors like speed, ranking, conversion, mobile-friendliness
- Analytics: tracking metrics, benchmarking, making strategic decisions
Strengthen your organic search results by developing high-quality, meaningful content that resonates with your potential customers. Do keyword research and follow trending topics that are generating buzz within your audience. Drive traffic through:
- Social media posts
- Requests for reviews
- Blog posts
If possible, go for maximum traffic: use both a PPC campaign and organic search drivers. The duo results in an 84% boost in organic clicks and a much more visible online presence. Your healthcare organization might not reach the Google Top 10, but it will develop strong name recognition and loyal following within your target market.
Looking for more digital marketing tips for your healthcare organization?
The KBK Communications blog focuses exclusively on healthcare sales and marketing.