It’s midyear. But don’t worry — it’s not yet too late to take a look at your 2019 health care marketing budget strategy. Whether you’re new to your practice or have been in the healthcare industry for a while, you DO need health marketing. After all, your medical practice is at stake, and in the end, your patients will suffer if your practice dwindles.
You want a marketing plan that contributes to:
In our previous blog, we discussed why you need to market your practice and the 5 ways healthcare marketing can help your business grow.
Translate these five ways in the graph below into outcomes, then analyze your existing healthcare marketing practices against these.
See example below:
|Marketing Strategy||Website||Social Media Marketing||Promotional Materials|
|Were prospects turned into patients?|
|Did it improve your reputation?|
|Was your brand strengthened?|
|Did it implement high-tech solutions?|
|Did it repair problems?|
If the answer is no, you need to know why. Change your strategy. Prioritize your marketing spending.
What could have contributed to the failure?
Which among your current marketing practices add value to your patients’ lives and build your brand?
According to the February 2019 CMO Survey on top marketers, the top three challenges of marketing leaders are:
Could the latter stem from the fact that only 35.9% of their CEOs have experience in marketing? Frequently, marketing is confused with advertising. And if you’re the CEO of your practice and have no knowledge of marketing, you may be facing an even bigger challenge.
Are you wondering how much to spend on health care marketing? Get some insights on this trend. The healthcare marketing leaders expect to increase their marketing budget for the next 12 months by almost 15% with a focus on these five areas in order of priority:
One thing is certain, you need to invest in health care marketing. In fact, the average marketing budget is 7.5% of monthly revenue, and digital marketing makes up 4.8% of the total marketing budget.
To get the most return out of your investment, strategize your marketing position — and prioritize well.
In our years of providing health care marketing solutions, we’ve found the following strategies in digital marketing to be the most effective. Plan your budget around these eight proven ways, and you can stretch your dollar to generate better returns:
Cute web design without valuable and fresh content is useless to you goal. Therefore, publishing educational content on your website will establish you as a leader in your practice and strengthen your brand and authority, attracting more patients in the process. It’s easy if you have the time to write and love to educate this way. If not, we have the solution for you.
These days, people read on the go. Therefore, make sure your patients won’t need magnifying glasses when they switch from their desktops or laptops to their smartphones or tablets. And most importantly, your website should load quickly on a smartphone or other mobile device.
Some prefer to watch videos rather than read. And because of this, most patients retain information better this way. You can post videos to your website from your video channel. Alternatively, you can even submit us your video for posting to supplement fresh content.
Newsletters can be reposted as blogs and turned into scripts for videos. The content can come from your brochures but crafted into a more dynamic manner. As such, you maximize the use of your resources this way.
However, do you really want to spend your free time doing all those things? We can do it for you.
Many prospective patients read reviews. If you don’t monitor these reviews, unanswered complaints may damage your online reputation. Reviews also give insights on where you can improve your practice. Luckily, a great marketing company will track it for you.
Some social media apps like Nextdoor are powerful referral channels that serve as electronic word-of-mouth servers. Especially these days, people trust their neighbors more than strangers.
With the right keywords embedded in your website, you optimize it for search engines like Google, when a patient searches for “hormone therapy near me.”
According to the CMO survey, the healthcare industry is one of the top leaders in the use of artificial intelligence. AI personalizes their content, provides insights, predicts customer behaviors, and targets decisions. Is AI part of your marketing toolkit?
In our previous blog, we discussed ways to avoid marketing mistakes, which only add burden and not value to your marketing strategy. Here’s a quick review so you can cut down on your costs and trim accordingly.
AVOID the following:
So how can you clean up and simplify your website yet offer robust content?
Use the checklist below to assess your home page:
Does it have:
Use existing infrastructure. Therefore, you would redesign your website and maximize its use. A few examples are adding patient scheduling, blogging, testimonials, and recognizing exemplary staff performance
Add a patient resource page where they can read more about their diseases and syndicate content from government websites to tap on additional resources.
Use social media to build communities and strengthen advocacy groups. This will then increase brand trust and patient following.
Actually, in healthcare, market share doesn’t necessarily mean grabbing your colleagues’ patients. As a matter of fact, partnering with other healthcare providers, building networks, and sharing digital platforms and resources can expand your reach and services without the added cost. As a result, complementing each other rather than competing with each other will give you better returns.
And finally, some companies go for recognitions such as Top Work Places and Fortune Best. Hence they use digital marketing to:
Above all, budgeting for health care marketing becomes easy when you know why you need to do it and how you want to do it. So, how do you plan to get the best ROI from marketing your practice?
Better yet, we can make it easier for you! Contact us here for a FREE strategy session to find out how we can help your practice with a health care marketing plan.