What exactly is healthcare marketing? Does it mean that your general physician is sharing random facts about the human body on their Facebook? Or does it mean that your orthopedic surgeon will post Snapchat stories of people who have a miraculous recovery after a knee-replacement? Is healthcare marketing the newsletter you receive ever-so-often from your physician reminding you of a visit?
Or is it all of the above?
The Past – Primitive Ways to Wide-Spread Information
A Historic Overview of Healthcare Marketing
In 200 A.D, woodblock printing came into existence. Because of this, a frivolous era for healers, pharmacies and physicians was heralded. This meant that individuals in the healthcare industry could inform people passing by that a healthcare professional is available inside. “Outdoor advertising” changed everything.
Later on, as doctors around the world started to establish their own practices they used outdoor advertising to their advantage. Local townsfolk used these services to heal whatever was ailing them, and the primitive approach seemed to work.
Typewriters Are Introduced
Johannes Gutenberg invented the typewriter in 1440. Because of this, printing presses all across Europe were able to perform increasingly sophisticated printing procedures. By the 1600s, newspapers could be seen in every corner of the street. During this time, the New-England Courant was one of the first newspapers in America. This dramatic change in the spread of information took healthcare marketing to heights that were unprecedented.
Radio Broadcasting Changes the Game
Pittsburgh’s KDKA became the first radio station in the world in the 1920s. Because of this monumental change, doctors, physicians and several medical products had an avenue to speak directly to millions of people. Products like:
- Hand Soap
- Shampoo, and several others
Enticed radio listeners with 60-second infomercials. As mankind slowly entered the 20th century, the ads on the radio started to get increasingly sophisticated.
Television Redefines Everything
Television set us on its ear in 1950. Colors on the telly breathed fresh air into our lives. Now, people could see what was being sold to them, and nothing has been the same again ever since. At first, healthcare marketing individuals were bamboozled by the opportunity they had at their hands. As they slowly started to understand the power of television, television became an excellent platform to advertise your products and services, too.
And how could we forget the impact of Yellow Pages? Since 1883, doctors and physicians all around the world have used Yellow Pages to advertise what they can offer. Fast forward to 2020, Yellow Pages are nowhere to be seen. But a change this dramatic begs to question – what went wrong? Or more importantly – what changed everything?
The answer is simple and it’s a solution that made healthcare marketing a global behemoth: digital healthcare marketing.
The Present – The Digital Age
After the internet became a household necessity in the 1990s, the landscape of healthcare marketing was changed forever. Hospitals focused on creating simpler websites because the resources they could invest were limited. Back then, websites used original photography, graphic design, and original content to ensure customers had a good online experience.
The goal was to let the patient or customer know the services that were being offered, and the audience was seemingly satisfied. But with the passage of time, healthcare websites for doctor offices evolved to become more and more sophisticated. In the past, doctors and different kinds of practices focused on aesthetics more. Even though the websites looked amazing, a customer would still have to search for something as simple as a phone number.
But now, a dentist’s clinic, and a doctor’s office can easily compete with established hospitals. This is because healthcare websites of the current age are a hub for all advertising-related activities. There are several ways of capturing the viewer’s attention and taking information from them in a subtle way.
Here’s how websites of the current day and age do it:
1. Contact Form
This is a short and concise form that can ask for some basic information like:
- Email Address
- Phone number
The shorter this form is, the higher the response rate.
2. A Responsive Design
Nowadays, because of brilliant website development, several websites today have a design that is responsive and gives the viewer the perfect viewing experience. Not only do website developers focus only on personal computers, but they also pay attention to users who view their website from a mobile device.
In fact, if your website is not optimized for mobile, Google might not recommend your website at all!
3. A Clear Call-to-Action
Most well-designed healthcare websites these days have a clear instruction for the user at the end of every website copy. That is because once the reader has read what you offer and are willing to visit your clinic or practice – they need to know how to do it. You could perhaps link your email, your phone number, or an appointment scheduler at the end of the page so that prospect could be a lead.
4. Search Engine Optimization
According to a report from Business Insider, organic search was responsible for 22% of all ecommerce orders in the first quarter of 2016. This total is higher than any other platform that can promote your products and services. If you’re letting a healthcare marketing agency like The Purple Tie Guys handle your marketing, you can see the impact of this tool very soon.
Don’t try to do this yourself, let the professionals do what they’re good at.
5. Paid Search
Google created the concept and industry of PPC (Pay-Per-Click) and revolutionized online marketing forever. A PPC ad appears above organic search results which can offer greater visibility. However, simply splurging large amounts of money on your PPC campaign won’t help your cause.
An expert in the business can ensure you meet all the necessary requirements to make a PPC campaign work.
The future of healthcare marketing is now and if you’re trying to compete in a landscape that is changing rapidly, you need to retain patients, and use the most recent digital tools. To get your healthcare marketing campaign started today, contact The Purple Tie Guys today.