While the basic fundamentals of marketing certainly apply to healthcare, there is no doubt this category is its own unique beast. To have a truly successful medical marketing campaign, it's essential to have a compelling message. Your creative needs to be relevant, unique, memorable, and defendable. Just as important is where to place that message. The channels you choose must be efficient and targeted, while also being cost-effective and measurable.
This is why we think Internet marketing is going to be the way medical organizations are marketing in the future. It's something we're focusing on more in our web marketing efforts here in Houston.
According to the 2009 Media Audit, 33% of all media consumption is online, while 75% of all Internet users research health care. While younger adults (ages 30-50) might consume more online content, don’t overlook users 60+: health information is what they're looking for the most. And 75% of users with chronic conditions said online research influenced their treatment decisions.
But online marketing is more than just throwing your entire budget at banner ads. It's about social media, Web 2.0, and Internet marketing. These are a few of the things a good medical marketing campaign should focus on.
- Search (paid, organic)
- Social (blogs, networks, content sites)
- Video (display, pre-roll)
- Display (rich media, banners)
- Email (house, 3rd party email)
We realize that's a lot of pieces to the puzzle, and it can be overwhelming. However, here’s a basic roadmap for interactive Houston dental marketing:
- Optimize Your Website. When your consumers do click on that link or ad, they need a user-friendly place to land. That means the site itself needs to be intuitive and inviting. Look into improving your search engine page rank with various SEO techniques.
- Advertise. Choose a nice blend of sites, from pay-per-click ads on big guns like Google and Yahoo! to category-specific sites like WebMD and FamilyDoctor.com.
- Use Social Media. Go beyond passively putting your message out there, engage and interact. Start with Facebook and Twitter and then delve deeper into networks like YouTube or Digg.
Any medical marketing campaign should start with research and planning. Figure out the decision cycle of a potential patient, then develop an online marketing strategy using the roadmap. Remember the approach must be integrated, and you must connect with your target from various touch-points in their daily online usage.
Finally, you need to define your metrics for success. What determines this medical marketing campaign a success? Is it simply hits to the website, or is it a certain increase percentage of appointment bookings? Take the data and translate it into ROI terms. By following this approach, you will be well on your way to creating successful medical marketing campaigns.
Posted on Thu, June 24, 2010
by Brian Waraksa filed under