In such a changing and competitive environment as the current one at all levels, a good health marketing strategy is the key to differentiate us from the competition. Clinics, medical centers, and healthcare providers are constantly struggling to find ways to beat the competition.
The industry of health services and products are experiencing “a seismic change”. The expected benefit and the reduction of costs from the investments made to adapt to the new situation and conjuncture is not always evident. But what is clear is that patients and consumers are more informed every day and are more demanding.
The marketing plans and advertising for physicians and other healthcare providers continue to evolve. Within them, new variables are incorporated every day. We include new demands from the end customer, new methods to reach them and new technologies that were not contemplated a few years ago.
The organizations and professionals that want to advance successfully against the competition must be mentalized from a series of premises:
- Accept that the potential risk precedes the potential gains.
- Devise proactive strategies and tactics to see your business grow.
- Recognize “change” as a constant factor in the marketing plan.
- Get out of the old school business patterns.
Tips and fundamental techniques to advance competition using health marketing.
The old system of lifelong loyal patients has given way to a system of consumer expectations in terms of positive results and satisfaction of the treatment and treatment of the patient. The new paradigm is centered on the patient.
The patient yesterday, is now a health consumer informed and empowered. The patient goes to the consultation already informed about his ailment, and has the power of rapid and lasting propagation of his opinion in digital media.
What can we do to adapt to this new reality? How can we use digital health marketing in our favor ?:
Use health marketing to offer you different from (and better than) the competition.
In health care, the cornerstone of success is differentiation. You have to communicate exactly because your services are superior to any other option. What makes you different, and puts you ahead of the competition ?. We must determine what the target audience needs or wants and how we are going to satisfy them.
We must provide a unique way to satisfy this need, expressed in a way that the competition does not claim. Success requires understanding the strengths and weaknesses of the competition, as well as your own. What is the main reason why they should call you before the others? If you are like others, why do you think they will call you?
Study what the competition does and offer something more. What if I think I actually offer the same? Then study what the competition does to offer it and go one step further. Be closer, highlight more the benefits of your product or service, and not so much the characteristics of it.
These are two very different things. What I offer may have certain characteristics, but the client wants to know what benefits you are going to bring, and that is why he is going to pay. It will not pay for being you, nor for the product or service you offer. All that does not matter, what interests you is the benefit to him of choosing you.
Meet your potential patient online.
Normally, today’s patient’s journey starts online. The Internet is the main channel for medical and health research of the majority of patients. Consumers actively investigate symptoms, medical conditions and treatment options. More than 75 percent of consumers search online for health care information. And almost half seek doctors/providers.
If you did a survey among your patients and clients, you probably would not be surprised to know how many have searched for information about your ailment and treatments, but you may be surprised to know how many have sought information about you and the competition.
Digital health marketing is paramount.
In many sectors, digital channels lead the prospection of products and services. The health care consumer is a leader at this point. Three-quarters of patients use search engines before making an appointment with a doctor they have not visited before.
An integrated health marketing plan that offers a strong presence on the Internet will include:
- Development of a website focused on conversions.
- Online advertising (PPC).
- Management of online medical reputation.
- Search engine optimization (SEO).
- Social media marketing
Make a design adapted to mobile (responsive) that prioritizes local searches.
The most competitive and most intense battlefield is not far away. People use their smartphone or mobile device for immediate responses (almost in real time). Websites must instantly detect the type of device. In addition, people want to find answers to their geographically close and convenient needs.
It constantly offers an exceptional experience to the patient.
Of course, people want a positive clinical result. In his opinion, that’s what health service providers do. But it is the experience and satisfaction of the patient that makes your services “extraordinary” and turn the patient into a prescriber of your service.
This inspires the qualifications, references and positive recommendations of doctors and the repetition of future visits. What is “extraordinary” is what makes people feel special, and what makes them want to share proactively with others. This can also be a tool to be used in health marketing.
Feel free to break the conventional molds.
What would you do if the page were blank and you could reinvent the provision of your health services from the patient’s perspective? The providers of services and products in the health sector that manage to break the traditional barriers of patient service, emerge as leaders.
Online consultations, patient care apps, real-time services, social networks …
There is a whole world at the service of health marketing to be more visible, improve the perception of the patient and differentiate ourselves.
Beating the competition is success with every encounter with the patient.