Despite the optimistic scenario, the challenges of reducing costs, improving governance and process control, achieving international certifications and accreditations and, above all, patient care and high resolution are priorities for the managers of these companies.
In marketing, life is not easy. In addition to the need to taiwan telephone number trust and brand reputation, managers increasingly have the responsibility of attracting new patients, converting, engaging and retaining their target audiences.
The profile of the new consumer of health services
The so-called “new patient” is more connected, demanding and has the power in his hands to conduct his choice journey independently, opting for the brand that delivers relevance and meets his needs. A survey on the profile of the health consumer carried out by Google in 2012 brings impressive numbers:
84% of patients use online and offline channels as sources for research on healthcare brands;
77% of patients use Google to obtain information about hospitals and clinics;
83% of patients say that website content is the most influential factor when choosing a hospital;
48% spend almost 2 weeks researching on the internet before scheduling a medical appointment;
1 in 5 patients now make reservations through non-traditional channels.
The data proves that there is a new reality in the sector. Traditional marketing practices are giving way to so-called new intelligent digital platforms and Inbound Marketing strategies, which aim to attract and engage audiences, influence the decision-making process and create brand advocates.
What is Inbound Marketing and what are the benefits for healthcare companies?
The concept is very simple: you just need to adapt digital marketing to people's behavior regarding health. According to Pew Research, 80% of internet users use Google to search for information about symptoms, causes, treatments and various health questions.
For example, what information does someone searching for the term “Back pain” on Google find? Was the most relevant and reliable content produced by a blog, independent doctor, health portal or hospital? Does your brand appear in the results? What decision does this person make based on what they find? Here we have the application of the concept of Inbound Marketing .
Thinking about and planning this concept means being found on the internet through relevant content, focused on the doubts and needs of potential patients. It means attracting more people to your own channels and adopting a conversion strategy to transform unknown visitors into contacts, with the purpose of generating your own audience and creating brand engagement campaigns.
In the end, the entire generated database must be cross-referenced and analyzed with production data to measure the effectiveness and return of Inbound for the company.
It is worth emphasizing that this technique is not restricted to patients; the strategy is also recommended for other audiences.
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5 Inbound Marketing Tips for Healthcare Companies
1. Start with target audiences and define personas
The first step is to segment, prioritize and describe the profile of each target audience, which we call Personas . If we think of the “patient” Persona, for example, it is important to understand and define the profiles by age group, socioeconomic class, region, family profile or any other criteria. An analysis and cross-referencing with the priority medical specialties is recommended, without this the strategy will hardly be successful.