Monthly Archives: June 2018

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Marketing in Healthcare: 5 Strategies That Produce Results

Everything is changing in healthcare. Consumer behavior has transformed, institutions are in great need of physicians and fluctuations in health care requirements have created somewhat of a mess.

That leaves health care officials in somewhat of a mess, too. How do you market to an ever-changing public about a constantly-evolving system?

The answers aren’t easy, but there are some methods that have proven their worth. Here, we’ll take you through the basics of each one so you can learn the best approaches for marketing in healthcare.

How Audiences Are Changing

It’s no joke that the medical sector has experienced a dramatic shift in consumer behavior.

Currently, the Baby Boomers are at stages where chronic conditions and other health issues are atypical. This coupled with the inappropriate use of medical services and innovation expenditures have led to increasingly high expenses for healthcare facilities. For patients whose primary concern is cost, this makes marketing difficult.

Further, newer healthcare expectations are shifting the way insurance companies approach institutions. Where employers and healthcare providers were once the main focus, now marketing requires engaging directly with customers.

And this is all occurring when more competitors than ever before are entering the market.

“As you can see,” states Brent Walker, Chief Marketing Officer at c2b Solutions, “the degree of change healthcare marketers face is arguably unparalleled in any other industry.

Which leads many marketers to wonder where do they go from here?

Marketing in Healthcare

These five strategies embrace the new trends in consumer behavior and the preference for digital media. They are effective marketing tools for today’s consumers.

1. Social Media

This practically goes without saying nowadays, but any company that utilizes social media will jump far ahead of those who don’t.

Interestingly, about 90% of physicians use social media for personal activity, but only 65% utilize it for their profession. A single line per day from a corporation can make a difference. One marketing firm claims they had a corporation enjoy 1000 new patient signups after turning to Facebook within 90 days.

Social media provides new ways of educating patients, reaching out to the community and even recruiting new patients.

Studies show that patients tend to seek healthcare facilities and doctors through social media, and reviews here can make or break a potential customer’s decision. In fact, a poll of 1,000 Americans found that 25% in the survey utilized social media for product and business information.

2. Company Website

The company website is possibly the most important branding and marketing instrument at your disposal. Over half of your potential patients will visit your company’s website to learn more about your brand. About 9 out of 10 will start their search for a provider online.

If you fail to impress them here, you’re looking at a huge loss of new patients.

What may also surprise marketers is that most customers may prefer news article content formats rather than the short article format utilized in blog posts. They are looking to see you know what you’re talking about and that you’ll take the time to communicate thoroughly.

Further, websites offer an almost unlimited access, breaking geographical boundaries that once existed in a cost-effective manner that could make even the most stingy manager exuberant.

For the most effective website, consider the following:

  • Organization
  • User-friendliness
  • Separate pages for every physician
  • Fast load speeds
  • 24/7 customer service
  • Accessibility for disabled persons

3. Blogging

Blogging has become a highly effective healthcare strategy, as well, and it’s something you can add to your company’s website. Even better, you can backlink to other articles in your business site.

A company blog can funnel in returning and new customers, increase your SEO ranking and connect with your target audiences. Furthermore, it’s a great way to establish trust with future clients.

Customers love blogs. A firm testament to this strategy’s strength is the way in which it can backfire; in 2004, a blogger confirmed that a Kryptonite Evolution lock could be opened with a regular pen. The company, which had promised the lock was resistant to practically everything, was met with a slew of criticism that led to a free product exchange for anyone who had purchased that lock.

The gambit cost the company over $10 million.

4. SEO and Locator Tools

Almost 80% of patients use a search engine before setting an appointment with a healthcare provider. That means if you don’t show up in the rankings, you’re likely to be passed over.

Blogging is certainly one way to increase your SEO rank, but there are several other means, as well. Keywords, headings, credible links and media content such as photos or videos can all affect where your business shows up in a search. And these are all elements that can be easily integrated into your website and blog.

On top of SEO strategies, marketers should also use locator tools.

Approximately 40% of mobile searchers are for businesses local to the location of the search. You want to make it as easy as possible for patients to find you. To do that, use a locator tool.

Your healthcare provider or facility should be mentioned in large search engine directories and on websites offering coupons, such as Groupon. Furthermore, consider offering pushes for patients in certain areas to alert them to anything they might find relevant.

All of this means those cell phones everyone carries around act as perfect devices that help customers contact you instead of the other way around. They also allow you to moderate ads and promotions to meet location and consumer preferences.

5. Media-Sharing Sites

According to consultant medical writer C. Lee Ventola, “In medicine, media-sharing sites can be important resources for education, community building, marketing, and branding.”

Media sharing sites are huge. Further, most of them are free, making them a prime candidate for marketing.

These sites allow users to share videos, music, and photos with other users. Think YouTube and you’ll have the perfect understanding of what a media sharing site can do for business.

YouTube alone can bring in untold revenue, as its mobile video consumption rises 100% every year. In a study conducted by AOL Platforms, it was found that YouTube is the strongest form of social network when it comes to introducing new products and driving conversions.

If you haven’t already, consider a YouTube channel to directly reach out to customers, educating them or discussing common issues and questions they face in the healthcare industry.

The Tip of the Glacier

We’ve only scratched the surface on what can be accomplished. You may have noticed a trend: practically all marketing in healthcare is going digital.

This new world can be quite daunting, which is why we’re here to help. Give us a call today to learn more about our unique services and start hearing your company’s name mentioned across the world.

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5 of the Best Insurance Website Design Tips You Should Know About

Have you noticed that traffic to your insurance website has lessened lately? Are you wondering where your customers or clients have gone?

The loss of traffic may not be a reflection of your services. It could simply be an issue with your website.

When was the last time you checked on your website? Has it been a while? If it has, you should head there right now.

You want to have the best insurance web site possible. So what might be wrong with your current setup?

There are certain things you absolutely must have if you want your website to be successful. Keep reading for five tips to help you have the best insurance website design possible.

1. Make it Mobile Friendly and Fast

This point cannot be stressed enough. More people access the internet via phone or tablet than a regular desktop computer these days, so you’ve got to cater to them.

You must have a great website for computers, yes. But you also have to make sure your site is easy to use from a mobile device.

Have you tried visiting your own website from your phone? If you haven’t, you should. You’ll quickly be able to tell if your site is optimized for mobile.

Everything should be easy to see and easy to find, and things shouldn’t be crammed together. Your site should automatically change formatting depending on what type of device is accessing it. Otherwise, mobile users will have to zoom in and out, which will certainly annoy them.

Your site also has to be fast, whatever devices people are using to access it. Speed is key in today’s society, and if your website doesn’t have it, it will be left behind. If you want people to stick around, you can’t keep them waiting.

2. Important Information Should be Easy to Find

Whatever services your insurance company offers, the most important information should be the easiest to find. Consider the most obvious things people will come to your site for, then put them front and center.

Insurance documents are likely at the top of the list. Policy documents, insurance cards, and other coverage documents should be easily spotted on your site.

Health insurance providers should make sure customers can easily find out who they can be treated by. They should also include information about their doctors, including reviews, education, and contact information.

Auto insurance companies should make sure quotes are easily available and easy to use.

3. Keep it Simple

When it comes to the visual aspects of your site, you’ve got to keep it simple. Nobody’s going to want to stay on a site that’s crowded and confusing.

Keep your design nice and clean, and don’t be afraid of white space! Your site should be welcoming and easy to navigate.

Make sure you include the basic pages your customers are most likely looking for. These likely include a contact page, testimonials, services, claims, and an “about us” page.

If you have a related blog, feel free to include it, but remember to keep it simple. Take out every element that isn’t essential to the site. The less cluttered your site is, the more comfortable visitors will feel.

4. Costs Should Be Transparent

Whether you offer quotes or show how much a service or procedure will cost, the money factors must be transparent. Finding out the cost of things is likely one of the most common reasons someone will come to your site. Be upfront about it!

Including a cost calculator or projector is a great idea. Make it easy for customers to select the options that apply to them, such as a certain car make and model, or a doctor or office they’d like to use.

Medical cost projections likely can’t be made unless a customer is logged in, but if you offer services that can be accessed by visitors, make sure they have access to financial information.

5. Update Regularly

Now that your site is simple, welcoming, and easy to use, don’t forget to update it! This can’t be stressed enough.

We live in an era of information, and if people can’t find what they want, they aren’t happy. Chances are, if they can, they’ll look for what they want elsewhere if you don’t have it.

Or they’ll end up calling your customer service department, disgruntled because they couldn’t find what they wanted without doing so.

Make sure all important information is up to date, and check it regularly. This includes contact information, quote algorithms, and the services you offer.

If you operate a blog, post fresh content on a regular basis. Even if you don’t have a blog, your site will benefit from facelift from time to time.

You don’t need to change things so drastically that returning visitors are completely lost, but keeping this fresh tells people you’re current and in the game.

If your site is stale and unchanging, there’s a good chance your return visitors may think your company is as well.

Your Best Insurance Website: A Review

In this day and age, you’ve got to have the best insurance website possible. Competition is fierce, especially in the insurance world. If you want people coming back for more, you have to give your visitors a good experience.

If you have an existing website, look it over and consider these tips. If you’re new to the World Wide Web, keep these tips in mind as you design your site.

Whatever stage your website is in, make sure it provides simplicity, good information, and speed, and you’ll likely have your visitors coming back for more.

Do you want personalized marketing solutions for your insurance company? Fill out our contact form today!