“Out with the old and in with the new.”
Everyone’s mindset at the beginning of the new year. We like to throw away old ways of doing things to make room for the up and coming. This particular manner of thinking is no different when it comes to physician marketing.
A tactic that saw many results one year may not see the same results in the next. Below are a few healthcare marketing trends to watch out for and use during the new year. They will add a tone of authenticity that’s desired throughout the industry.
Investing in a Social Media Strategy
It’s clear that social media is here to stay and will continue to grow larger each year. Yet, there are a number of marketing departments that do not utilize social media to its full potential. They do not set a clear strategy for themselves that paves the way for success. Identifying the types of content to post, the social media platforms on which to post content, and the best time to publish the content can boost numbers and spread reach within weeks.
LinkedIn and Twitter are the usual suspects of healthcare marketing social media use, but with the new year comes a push onto different platforms. YouTube is also becoming a large focus for health system marketing to consumers.
What will work for one may not work for another, but it is important to consider the opportunities that can stem from different platform use.
Creating Content that Starts a Conversation
Marketers can post content as much as they please, but the issue arises when there is little to no engagement. So what can be done to fix this? Start a conversation with your audience, and get them involved. Take a step back from the carefully curated copy and pretty pictures to emphasize creative video content.
Videos allow the viewer to be a part of the experience without actually being present, and this is especially crucial while the world is still tackling COVID-19. Research shows that videos are more effective when comparing healthcare products than those that use only photos.
Search Engine Optimization
SEO is a simple marketing strategy, yet it seems to be left in the dust when it comes to the other strategies marketers love and push their budget towards. Updating listings on local platforms can increase traffic with little effort, especially for healthcare systems with patients searching for providers near them and the types of symptoms they have.
Preserve a Human Connection Even With Automation
With the pandemic hit in 2020, there has become an increasing disconnect between consumers and providers using automation. Marketers have lost the sense of connection that consumers crave, and with healthcare systems, it is essential to bring the link back.
We are all humans going through different and challenging times, allowing your consumers and patients to feel like they have someone in their corner at all times even though the phone will allow for greater success.