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The healthcare industry is evolving faster now more than ever. Policy changes, industry innovation, and the evolution of information and technology are bringing in a new age of healthcare. However, when it comes to digital marketing, the healthcare industry tends to be behind the curve.
Healthcare falls behind other industries when it comes to marketing by about two years. It makes sense, though. HIPAA compliance regulations and FDA restrictions place such strict guidelines on the industry, so it can be scary adapting to changing marketing trends. There are even regulations on how organizations are allowed to market their products!
Did you know that health related information is the third most popular search online? This past year, 72% of internet users searched the internet for health information, according to Pew research data. The majority of patients are online and searching for answers. If they are looking for help, there are so many opportunities for healthcare professionals and organizations to reach them – through digital marketing. Medical professionals need to ditch traditional marketing strategies and go where patient engagement is highest.
Social Media
Hospitals, doctors, and other healthcare companies are moving to the center of online interactions: social media, more specifically – Facebook. One-third of consumers are using social media for health concerns. People trust the internet, but they trust their friends and social network even more. One study found that 90% of users between 18 and 24 years of age would trust medical information that was shared by someone in their social network.
Today, people begin to automatically filter out anything that sounds like an advertisement. Consumers look towards informative and educational articles for help. They won’t click on something that says, “Find out how you can drop a pant size in 5 days,” because it sounds like a scam – and that’s what we associate most advertisements with.
Facebook also gives users the chance to review businesses. People trust reviews, and they are more likely to read multiple reviews before calling your company. People can learn about someone else’s experience at a business and listen to their feedback. They will trust what someone else says about a business more than what a business says about itself.
Social media also provides a way for doctors to communicate with patients and others seeking medical advice. 60% of doctors say social media improves the quality of care delivered to patients. Plus, an online user is more likely to listen to a doctor than anyone else.
Mobile Phones
Today, it’s surprising that cell phones aren’t built into our hands. It’s that one thing that makes us feel naked when we’ve forgotten it at home. Cell phones are more than just social media and text messages, they are becoming a necessity in the healthcare industry.
The future of healthcare marketing is shifting to mobile, and business is booming. There are over 97,000 mobile apps related to health & fitness. These apps account for 4 million free downloads and 300,000 paid downloads every single day. Even 93 percent of doctors believe that mobile health apps can improve a patient’s health. The total mobile health market revenue is expected to reach $26 billion by the end of this year.
People can find health advice, prescription help, exercise, and nutrition with the touch of their fingertips. In fact, over 25 percent of doctors are providing patient care over their mobile devices. Even in-house physician smartphone usage is at around 80 percent.
The healthcare industry is starting to understand the importance of digital marketing in today’s society. Hospitals, doctors, nutritionists, etc. all are looking to make their businesses more mobile friendly. Websites should be built with the consumer in mind – and the consumer is on their mobile phones most of the time.
In order to make sure your website is mobile-friendly and user-friendly, contact a digital marketing agency. They can perform an audit of your website and social media accounts, and they can tell you which areas you need to improve. The healthcare industry will grow even larger in the future by developing online patient relations and software applications. Make sure your healthcare organization is ahead of the curve!
Contact Digital Marketing Sapiens
If you are looking for digital marketing help, contact Digital Marketing Sapiens. Digital Marketing Sapiens has experience with digital marketing in the healthcare industry. We have worked with women’s healthcare institutes, plastic surgeon offices, medical groups, healthcare staffing companies, and more! Call us today at 210-913-9233, and take your organization to the next level!
Digital Marketing Sapiens is a global digital marketing agency headquartered in San Antonio, Texas. Thanks to the digital age, we don’t even have to be neighbors to help you succeed! We provide cutting-edge social media strategies and digital marketing techniques, including website design and development, search engine optimization (SEO), and mobile marketing.
