Marketers in healthcare are committed to recognizing and predicting patterns that will affect the work they do every day. Digital marketing is rapidly evolving, and it is vital to change practices continually and adjust strategy based on current trends. While analyzing what has worked in the past and what hasn’t, here are mistakes in healthcare marketing you should avoid.
Being too focused on transactions. Rather than focusing on the sale of a single product or bringing in one customer at a given time, marketers in healthcare should use varied tactics to build long-term patient relationships. This approach will ensure they come back again, adding value to the company and the patient.
Not making meaningful interactions a priority. Meaningful interactions on social media platforms such as Facebook that deliver exclusive content can be even more engaging for consumers. It is also essential to look at and give responses to negative reviews to improve the company’s reputation online. People want to feel engaged with companies where they spend their money.
Ignoring distrust by consumers. It is challenging for the everyday user to navigate the healthcare system. Stakeholders need to create trust among consumers and engage their audiences by making the interaction and communication between service providers and patients as transparent and smooth as possible.
Not changing your digital status quo. There are constant changes in trends resulting in the evolution of marketing along with consumer behaviors. Strategies should be updated to maintain engagements and click rates.
Underestimating the power of influencers. Community influencers play a significant role in building trust for your brand. They have a huge following and can create entertaining and informative content on your behalf. The influencers can also come from within, such as doctors and nurses who aren’t camera shy and share the same values and goals of the institution where they are work.
Using more time to get to the point. Owing to consumers’ short attention span, marketers may have just but a brief moment to deliver their point. Restructuring messages and purchasing media that connect at the appropriate stage of the buying decision can go a long way towards winning this battle.
Using proximity as a differentiator. “Close to your home” is often used to try and draw patients. There is always another provider that could open up a place closer to your patients. Also, for quality care, many patients are willing to drive for an hour. Healthcare providers should avoid using this phrase as a differentiator.
So, as you set out to make a marketing plan, keep these mistakes in mind and avoid them.
Originally published on Thomas Looby’s website.