The requirements and expectations of a digital strategy have changed over the years, and digital marketing in healthcare is no exception. When there were fewer digital channels, it was often sufficient to focus on one channel for reasonable results. But today, an effective digital strategy has many different parts, which need to work together to help you achieve your business goals, regardless of the industry you’re in.
Here are 4 key components of an effective modern digital strategy:
Buyer Personas
Buyer personas are, traditionally, semi-fictional outlines or archetypes of a customer or user. As organizations get access to more user data, these insights are becoming increasingly detailed. They help you to personalize the experience of your brand for each user and focus on foregrounding the key messaging that’s most relevant to them. A great buyer persona will align your strategy, messaging and execution to the specific challenges and pain points of key decision-makers and influencers.
Qualitative and Quantitative Research
You wouldn’t buy a house or a car without doing background research to inform your final choice. It shouldn’t be any different when you’re crafting your digital marketing strategy. Strategic decisions should be made based on actual data, rather than going by your gut or intuition. Usability testing, technical data analysis, and surveys are all effective ways to help get the information you need to make informed choices on your digital marketing spend.
Tools and Technology
MarTech helps you gather and process your data, which helps shape further iterations of your digital marketing strategy. Several different tools can help you with data gathering and processing, including:
- Content Management Systems – The modern CMS is a one-stop-shop for all your marketing needs. From managing your digital content to data analytics to helping you build web and landing pages, the modern CMS helps you tackle the many different aspects of digital marketing.
- Chatbots – These programmed assistants play an important role in lead generation and optimizing user experience. Whether it attentively sits on all of your webpages, ready to assist at a moments notice, or appears according to a specific trigger, chatbots can handle a number of tasks from customer support to sales.
- Email marketing – In the past, marketers wrote out a generic email and forwarded it to all of your email subscribers. Today marketers have tools to help them personalize emails, automate their scheduling, and send leads different types of emails, depending on how they interact with your brand.
Channel Awareness
Most companies are aware of the impact of mainstream digital marketing channels, like Facebook, Instagram, or Google Adwords. But powerful niche leads could exist on other platforms, like LinkedIn, Reddit, Twitter, or YouTube.
The modern marketer needs to assess the potential of every channel, and ensure their strategy aligns with the personas that exist in those spaces.
Partner with an expert who understands digital marketing in healthcare
The best modern digital strategies are always changing, especially when it comes to healthcare manufacturers. It pays to have a partner in your corner that can offer advice and guidance that makes a difference. KBK Communications draws on years of experience at the intersection of healthcare and marketing to craft and execute successful digital strategies. Learn more about our digital strategy certification course and how we can help healthcare organizations shape the customer experience through targeted inbound marketing. Learn how to navigate the world of digital marketing for short-term gain and long-term growth by reserving your spot here.
