attract patients from healthcare digital marketing

AGENDA

/ ontapgrowth #DigitalGrowth

Key Industry Trends

What factors patients considers while booking an

appointment online with your hospital/clinics?

Setting up the patient centric website

Where to invest in digital marketing platforms to drive

more patients online?

LIVE Q & A


KEY INDUSTRY TRENDS

Doctors Becoming Employees

Consumers Becoming Avid Researchers

Marketers Targeting Consumers and Payers

Digital Channels Overtaking Traditional Marketing

Digital Content is Key to the Decision Process


WHY DIGITAL? - YOUR PATIENTS ARE ONLINE

They’re digitally connected throughout the day, on many different devices

They’re searching for information -

- 77% of patients use search engines prior to booking appointments, Search drives

nearly three times as many visitors to hospital sites, compared to visitors from other

referral sites

- 44% of patients who research hospitals on a mobile device schedule an appointment.

Before the moment of conversion, patients typically search on symptoms and condition

terms

- Websites like WebMD or Practo see an high spike in unique users per month,

consumers are searching for user generated reviews of the hospitals/clinics

WHY DIGITAL? - YOUR PATIENTS ARE ONLINE

But, are they finding the right information?



THE CONCLUSION

The Digital revolution in healthcare industry is yet to start

and going forward more and more consumers are becoming

Smart to take better decision for their healthcare needs


DIGITAL MARKETING CHECK-UP

Has your Hospital/Clinic adopted digital marketing yet?

Do you have a strategy and goals in place?

Think about your digital presence – What it should include

and what it is lacking?

How you are planning to reach your target audience?

CHECKLIST OF THE PERFECT DIGITAL MARKETING CAMPAIGN


Strategy, goals and KPI’s

Clearly defined, detailed audience personas

Responsive Website

Search engine optimized website content

Premium Content

Consistently updated blog

Personalized, segmented email marketing

Social media presence & consistent updates

Regular analysis of metrics and performance


LET’S START WITH A STRATEGY

Set goals – Do you want X amount of new patients this year?

$X revenue from new hospitals you are opening?

Strategize activities to meet those goals?


Who is your target audience?

What are they looking for?

What questions do they have?

What are their pain points?

How can your organization reach and help them?

DEFINE YOUR PERSONAS


DIGITAL PRESENCE – RESPONSIVE WEBSITE

Welcoming and representative of your existence

Responsive – accessible and easily viewed from any device

Modern design

Intuitive navigation and organization – don’t make people dig

for information



A Ideal Website – First good impression



An Ideal Website should not be like this


WEBSITE CONTENT

Optimize your website content for search engines

Remember, the majority of people looking for health

information comes from search engine to your website

Feature physician bios – allow patients to put a face to a name

Consider video

Incorporate welcoming imagery


PREMIUM CONTENT

Help establish your organisation as a thought leader and

build trust with your target audience

Fact sheets, checklists, videos etc.


BLOG

Further contribute to SEO efforts

Address your target audience

Answer common questions


EMAIL MARKETINGPersonalized

Targeted

Keep your organisation top of mind

Provide the right content at the right time

Doesn’t stop with potential patients/customers – delight

current patients/customers, too

- 93% of patients are likely to select a physician

who offers communication via email


SOCIAL MEDIA PRESENCE & MARKETING

Join the right social media platforms to make the most

sense for your organisation

Post consistently

Respond


SOCIAL MEDIA PRESENCE & MARKETING

Get ready for reviews

Get found!

- Over 40% of patients say that information found via

social media affects the way they deal with their health

- 90% of respondents ages 18-24 said they would trust

information shared by others on social media platforms


METRICS & PERFORMANCE TRACKING

What’s working? What isn’t?

Consistent reporting

Refine your tactics


EXAMPLE CAMPAIGN – HEALTHY HEART AWARENESS

Website

- Dedicate a portion of your website to the campaign, set up

call to actions (CTAs) that lead to a premium content.

Visitors can download and to schedule a risk assessment

Premium Content

- Checklist – “A Heart – Healthy Diet Plan”

- Fact Sheet – “Healthy Heath Awareness”


HEALTHY HEART AWARENESS

Email Marketing- Test different subject lines to encourage email opens and clicks- Send an email on the first day of February that introduces

Healthy Heart Month and promotes your campaign- Send periodic emails throughout the month- If you already send a weekly/by-weekly blog digest, make sure

you add the blog posts related to the campaign- Promote downloads of your premium content – checklist, fact

sheet etc.- Inform readers about the importance of health- Provide the option to schedule a risk assessment



Social Media

- Create images to use in your posts promoting the campaign –

ensure correct images sizes

- Create an editorial calendar of campaign posts for each platform

for the month of February – ensure they fit in with your normal

posting schedule

- Use social media to promote your blog posts, premium content

pieces and the ability to schedule a risk assessment



Tie it all together!

Marketing automation tool (Hubspot, etc.)

Reporting and analytics to measure success


Q & A

T H A N K Y O U

E m a i l : h e l l o @ o n t a p g r o w t h . c o m

C o n t a c t u s f o r D e t a i l e d M a r k e t i n g a u d i t o f y o u r

H e a l t h c a r e f i r m

/ontapgrowth /ontapgrowth

mailto:[email protected]