Recent research shows that when they need information related to health care, over 90% of people go to online sources.
The above data means that when a doctor wants to find out more about a new diagnostic kit in the market; or a patient wants to make a physician’s appointment; or a runner wants to check out the latest running app for his phone; more often than not, they all turn to the Internet to search and find out more. And it is not just an organization/product website that they will be looking at. People turn to social media, online videos, online stores and more, for reviews and cost comparisons.
With such a large percentage of the population relying on online searches for health care-related information, a health care business can very effectively use inbound marketing techniques to enhance its brand reputation, attract customers and build trust.
Inbound marketing is a strategy that pulls potential customers to a business, in contrast to traditional ‘outbound’ marketing which focuses on ‘pushing’ the business to the customer in interruptive ways. It focuses on creating quality content that attracts people to a company and its products and services. By matching the content with the needs of the customers, website traffic can be naturally increased, which could translate to more business.
Inbound marketing can help health care industries to:
- Build an intuitive website: A good website should project its ‘product’ – be it a hospital, a medical app, or a therapeutic treatment – in the most informative way. It should not only be descriptive but also responsive to various devices. This is because almost everyone has a smart phone these days and use it more than a desktop or laptop to access information online. In other words, it is essential to have a website that is also designed to fit mobile screens. This will maximize the reach of the web content. An effective website is one that conveys the most relevant information to customers in the most convenient manner.
- Achieve search engine optimization (SEO): One of the keystones of digital marketing, a good SEO strategy can help a business rank higher in searches than its competitor, garnering more leads that can be converted to customers. An optimized website can save a business a lot of money in advertising expenses. Not only will existing customers find a website more easily when SEO is implemented, it will also draw and convert new customers who may be looking for the similar services, thus creating new business and adding to the revenue.
- Market content: Probably the most important facet of inbound, content is the critical component that can attract visitors to a website, keep them involved by providing them useful information, and retain them by catering to their specific requirements. Posting well-timed articles about current health issues, research news, and trends will project an organization as one that is well informed and knowledgeable. This will also increase its trustworthiness and make a name for it as a thought leader in its sphere of influence.
- Achieve social media visibility: Brand visibility can be hugely increased by using social media. Physicians use social media to network with their professional peers and colleagues, while patients share information and opinions about services and products with their social circles. Regular, topical posts about a given area of interest, new product launches, new findings, and so on can be highlighted via frequent and timely postings.
In short, social media is where doctors, patients and the public can communicate about health care-related concerns and disseminate relevant information.
To consolidate its position as a leading health care company and to gain substantial market advantage over its competitors, a health care business should work with an inbound marketing company that has expertise in the health care domain.We have helped many companies in this domain achieve significant business benefits with our expertise in inbound marketing. Contact us today to know how we can make a difference to your business prospects too.