8 Reasons that show ‘Why’ digital health marketing is so important

why-digital-marketing-for-healthcare

1. More than half of the world uses the web

Marketing has evolved at a rapid pace during the years. Most of the businesses, big and small are exploring the world of digital marketing along with the healthcare industry. With a major rise in the number of people surfing the internet, from 5% of the world population in 2000 (Source: Nua Ltd.) to 54.4% in December 2017. With more than half of the world population surfing the internet, digital healthcare marketing becomes all the more important.

2. Online search for health information is the third most popular online activity.

Health information is majorly seeked online by most individuals, and with the rise in internet users, it has become a widely common source of health information. Over health information, even the problems managed by the GP are being explored online. ‘According to a research in Australia, Of 2944 patients, 63.4% accessed the internet in the previous month; 28.1% had sought health information online; and 17.1% had obtained information related to problems managed by the GP at that visit (2014, December).’

3. 62% Read Online Reviews as First Step to Finding a New Doctor

According to a recent survey, it is found that about 62% of the patients read online reviews as the first step to finding a new doctor. This makes online presence, and reviews, especially important. Embracing this fact and understanding the importance of positive reviews brings in more patients through the door. This opportunity can be missed if you do not have a virtual presence, even though you run a reputable practice. This stands true to Google reviews as well as on several other review platforms which are increasingly being used at the start of the search.

‘Healthcare tech company Digital Assent published a similar survey showing that approximately 8 out of 10 patients (82 percent) said that ‘reviews influence their willingness to be treated by a doctor.’ . It does not stop at the selection process alone, even if the organisation is recommended, reviews majorly influence the willingness to be treated by a doctor. Popularity of internet physician rating sites and their apparent influence on patients’ choices of physicians were studied and showed major inclination towards online presence.

4. Majority of the patients want online scheduling of appointments

All kinds of customers, including patients are willingly accepting the digital era. The resistance to newer systems and technology is proving to be less of a barrier in the introduction to leaner and more effective online systems that replace the traditional methods. Now, a majority of the patients want online scheduling of appointments which shows their readiness and reliability on technology and latest online systems.

5. Reach a wider, well-targeted audience

A digital strategy enables health practitioners to reach a wider and well-targeted audience. The needs of the patients in the healthcare industry are very specific and mostly predetermined, hence the possibility of targeting works gracefully. You can define your audience and then target only the patients who are interested or are on the lookout for what you provide.

6. Effective tracking as compared to traditional media

Traditional marketing sure has its place, but digital marketing opens up an unexplored territory. The systems are so highly efficient that on point tracking is possible to get detailed insights on the return on investment and a clear view of what is and isn’t working.

Data-driven digital marketing that enables businesses to promote wisely through channels that are right for their message and analyse the results for ongoing improvisations that increase the efficacy of the digital marketing efforts and results.

7. Reach millenials as well as baby boomers

Millenials are the representative of the digital age and online marketing is the evident way to reach them. This being said, baby boomers are not to be left behind. 82.3% of baby boomers belong to at least one social media site. They readily use the internet for their needs of searching information, an address or learning anything new. This opens a vast opportunity to reach the older audiences who otherwise mostly prefered the conventional methods.

8. Digital marketing gives 3:1 to 5:1 return when done right

Good return on investment is what we look for out of any marketing strategy, and digital marketing in healthcare provides just that. When done right, in-house, or with the help of a professional health marketing agency, the returns can be amazing, anywhere between 3:1 to 5:1 if put numerically.

Sources:

https://www.healthcarecommunication.com/Main/Articles/7_surprising_statistics_that_impact_online_health_8875.aspx
https://www.internetworldstats.com/stats.htm
https://www.internetworldstats.com/emarketing.htm
https://www.racgp.org.au/afp/2014/december/patient-use-of-the-internet-for-health-information/
https://www.ncbi.nlm.nih.gov/pmc/articles/PMC4583763/https://www.patientpop.com/blog/healthcare-website/online-scheduling-statistics-healthcare/

Published by Ami

When a healthcare business is ready to take the next step online, I help them take a realistic leap. With a background in Medical Biotechnology and over 5 years of industry experience, I work with the business first hand to derive a plan that works for them and always strive to provide value. I understand the importance of an all-round approach and thus have equipped myself with industry-approved certifications including OMCA, Google Certifications and others the like of SEMRush and HubSpot Academy. A self-proclaimed bibliophile with a keen interest in the art of dance.

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